Promote Sweden as a study destination Promoting Sweden as a study destination is more than just showcasing Swedish higher education – it’s a strategic investment in Sweden’s future. By inspiring international students to study in Sweden, Swedish foreign missions play a vital role in attracting global talent to Sweden.
International students bring fresh perspectives, skills, and ambition. Many also choose to stay in Sweden after their studies, contributing to Swedish innovation, research and society.
1. Essentials of the Study in Sweden brand Study in Sweden is an international higher education brand representing the Swedish study experience. The brand’s target group is prospective international students. Study in Sweden is a sub-brand of the Sweden brand .
When marketing Sweden as a study destination, make sure to always follow the Study in Sweden brand. You can use the brand at all times and in all aspects of your project, both digitally and physically – from choice of venue and what clothes you wear to how and what you speak about.
2. Tone of voice We speak in a bold, playful, and informal way. We say things as they are, openly and honestly. Our tone reflects Swedish openness and builds trust by being personal, direct, and relatable. We’re not afraid to stand out, but always with warmth and respect.
3. Key Visuals / Visual identity Our visual identity is built around Sweden Blue (#005293) and Sweden Yellow (#FECB00) , often used in contrast. We use Sweden Sans as our primary typeface and feature authentic photography of real students and Swedish environments.
Photo: Oskar Omne/Study in Sweden Photo: Oskar Omne/Study in Sweden Below you can find templates to help you with our visual identity and images to use when marketing Sweden as a study destination.
4. What we speak about Our four main topics when speaking about the Swedish study experience are:
Learning Lifestyle Business & Innovation Sustainability We highlight the Swedish way of thinking and living, from critical thinking and equality to startup culture, green living and work-life balance.
Everything we communicate reflects our values and our promise: Sweden is a place where you can be yourself and make a difference.
Brand guide for Study in Sweden Download brand guide (PPTX 16.5 MB) Study in Sweden brand guide (updated January 2025) We encourage everyone at Swedish embassies and consulates who are involved in higher education promotion to read the brand guide to learn more about the Study in Sweden brand.
How to promote studies in Sweden The Swedish institute offers Swedish embassies and consulates support to promote Sweden as a study and career destination under the Study in Sweden brand.
Apart from digital assets to help with online marketing efforts, we offer toolkits and financial support for three different types of in-person activities:
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