This part of the brand guidelines will help you understand the basic elements of our brand identity. It explains how to use Sweden’s brand identity and serves as a source of inspiration and a toolbox for you.
The identity consists of three main blocks:
primary identity carriers (always to be used) secondary identity carriers (a toolbox to help you design) tertiary identity carriers (for projects and initiatives with a specific need and/or a sub-brand to Brand Sweden)
Primary identity carriers The identity is based on the Swedish flag. It is not intended as an actual logo; instead, it should function more as a symbol of geographical origin and a set of values that have proved attractive around the world.
By combining the flag with our primary colours, typeface and sender system, it forms a uniform visual expression that is easy to recognise.
You should always use one of the following primary identity carriers in your design:
flag
avatar
main logo
Always include the flag, logotype or avatar in your design.
Secondary identity carriers The second part of the identity includes the primary colours, the typeface and sender system. The secondary identity carriers are designed to work on a long-term basis, so always use them for creating maximum effect.
Colours Our primary colours – Sweden Yellow Standard and Sweden Blue Standard – are based on the original colours of the Swedish flag. These main colours are secondary building blocks and must always be used.
Colours
Typeface The primary typeface is Sweden Sans – a classic and timeless typeface that can be used in both digital and analogue formats. Always use it when communicating the image of Sweden.
Typeface
Sender system To clarify who is behind the Sweden brand, we use a logo structure that presents the Sweden logo – the flag and the word 'Sverige' – alongside the logos of the participating organisations
Sender system
Examples of how to use the secondary identity carriers in your design.
Tertiary identity carriers The tertiary part of the identity is a creative platform for those who are looking for a more designed expression. The brand identity of Sweden should always feel comtemporary, so use the design assets from this part of the brand for creating a variety of design expressions.
Sub-logo
Secondary colours
Graphic element
Examples of the graphic element and secondary colours. Example of sub-logo, primary and secondary colours. {
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