This brochure provides a short presentation of the Strategy for the promotion of Sweden abroad. It focuses on how Swedish missions abroad, organisations and companies can use the image of Sweden to strengthen their brands – and thus also how the image of Sweden can be strengthened by what they do. This brochure summarises the most important building blocks for achieving this, including: Vision Four core values Four profile areas Target group strategy Visual identity

Promoting a country’s interests is a complex task. Changing the image of a country with one promotion activity is impossible. Nevertheless, each promotion activity can contribute towards greater understanding and knowledge in different specialist areas, helping us to constantly learn from the activities carried out and improve. This handbook uses previous experience to suggest ways in which a promotion activity can be organised, monitored and evaluated.

Identity.sweden.se is the home for the visual expression of Sweden. Here you can find everything you need – including downloadable files, inspiration, and a walkthrough of all design elements. The Swedish flag, its colours, our typeface Sweden Sans, and a Sender system is the base of our brand identity. Together with complementary colours, tips for working with motion, clarifications on accessibility rules, and a graphic element, it’s flexible across applications and able to feature content in a globally consistent way. The brand identity should be used for all official communication about Sweden abroad, joint Team Sweden projects as well as by actors in the promotion of Sweden abroad.