Flag

The flag is the most important symbol.
By using it consistently in all communication over a longer period of time, the flag will be associated with Sweden and its positive attributes. The flag should be associated with innovation, good design and courage. But it must never change shape or be reinvented. We take a consistent approach to the flag, using the Swedish colours and the exact same cross that has existed ever since 19 April 1562.

Flag proportions

Original proportions and colours. The flag dimensions are 5:2:9 horizontally and 4:2:4 vertically.

Flaggan

Avatar

In order to communicate identities on areas with a limited space, so-called avatars are used. Here you’ll find the avatars we use for ‘Brand Sweden’.

Avatar versions

The avatar consists of the flag in the correct proportions and is available in two versions: with a yellow background (Sweden Yellow Standard) or with a light background (white or Winter grey). The avatar is used in contexts where space is limited, such as in social media.

Avatar

Free space

The space around the avatar is determined by the size of the left-hand blue colour field in the flag.

Use the free space so that the avatar does not seem squeezed in.

regler_avatar

Files

avatar-yellow.eps (556kb ) — avatar-yellow

Download file

avatar-large.eps (554kb ) — avatar-large grey

Download file

Logos

The logo, the primary symbol for ‘Brand Sweden’, consists of the flag and the word ‘Sverige’ (Sweden) – what is known in typography as a ‘bouma’. The reason why we use a bouma is that using the flag alone does not provide a unique logo. It needs to be part of a bouma in order to stand out.

The logo is based on using the name ‘Sverige’ as a bouma, with ‘Sverige’ also translated into the same language that is used for the communication in question. Using ‘Sverige’ as a bouma is about reclaiming the flag. In other words, reclaiming something that has already been used and changed over the years – a bouma that has an origin, as opposed to the English name of the country, ‘Sweden’.

However, only using the Swedish name for the country (‘Sverige’) is unclear, because the majority of recipients do not understand what ‘Sverige’ means. Therefore, we incorporate the word ‘Sverige’ into local translations of the logo and market the brand internationally.

In addition, translating the name into other languages is a friendly gesture and shows a caring approach. Using ‘Sverige’ in the logo is important because we want to portray Sweden as a country of communication.

‘Sverige’ is in this case a clear and unique message as it is used in combinations of the flag together with communicators ‘Swe’ or ‘Sweden’. We create a form that has a clear logo and communicator. The look is consistent and the variation that appears in the local language versions creates a sense of relationship and dialogue.

Main logo

Use in communication in Swedish.

Logo with primary background

Logotyp_inrikes_gul

Logo

Logotyp_inrikes

Files

Simply download the files you need by clicking the blue button and selecting ‘Save file’.

logotype-domestic.png (11kb ) — logotype-domestic

Download file

logotype-domestic.eps (447kb ) — logotype-domestic

Download file

logotype-domestic_white-text.eps (441kb ) — logotype-domestic_white-text

Download file

Free space

The logo’s free space is determined by the size of the left-hand blue colour field in the flag. Use these distances for space around the logo.

Regler_logotyp_inrikes_gul

Translated logo

Logo is used with ‘Sverige’ translated into the same language that is used for the communication in question.

Logo with primary background

Logotyp_gul

Logotype

Logotyp

Free space

The logo’s free space is determined by the size of the left-hand blue colour field in the flag.

Use the free space so that the logo does not feel squeezed in and, as a result, does not sit correctly.

regler_logotyp

Files

Simply download the files you need by clicking the blue button and selecting ‘Save file’.

logotype.png (13kb ) — logotype

Download file

logotype.eps (449kb ) — logotype

Download file

logotype-white-text.eps (442kb ) — logotype-white-text

Download file

Multilingual logo

Only use this logo in instances where communication is to take place in multiple languages. Contact jesper@soderhavet.com for more information.

Logo with primary background

Logotyp_fleroversatt_gul

Free space

The logo’s free space is determined by the size of the left-hand blue colour field in the flag.

Use the free space so that the logo does not feel squeezed in and, as a result, does not sit correctly.

Regler_logotyp_fleroversatt

Logo rules

Logo on background

Logo on a picture or coloured background, with negative text. If necessary, or when blue does not work, black text may be used. Don’t do as shown below.

Regler_logotyp_bakgrund

Don'ts

Don’t do as shown here.

Logotyp_donts

Translated Logos

Translated logos

Sweden_logotyp_inrikes.eps (447kb ) — Sweden_logotyp_inrikes

Download file

Sweden_logotype_Turkey.eps (455kb ) — Sweden_logotype_Turkey

Download file

Sweden_logotype_Vietnamese.eps (454kb ) — Sweden_logotype_Vietnamese

Download file

Sweden_logotype_Spain.eps (450kb ) — Sweden_logotype_Spain

Download file

Sweden_logotype_Serbia.eps (450kb ) — Sweden_logotype_Serbia

Download file

Sweden_logotype_Russia.eps (448kb ) — Sweden_logotype_Russia

Download file

Sweden_logotype_Romania.eps (451kb ) — Sweden_logotype_Romania

Download file

Sweden_logotype_Portugal.eps (451kb ) — Sweden_logotype_Portugal

Download file

Sweden_logotype_Poland.eps (451kb ) — Sweden_logotype_Poland

Download file

Sweden_logotype_Netherland.eps (449kb ) — Sweden_logotype_Netherland

Download file

Sweden_logotype_Malaysia.eps (449kb ) — Sweden_logotype_Malaysia

Download file

Sweden_logotype_Lithuania.eps (457kb ) — Sweden_logotype_Lithuania

Download file

Sweden_logotype_Latvia.eps (451kb ) — Sweden_logotype_Latvia

Download file

Sweden_logotype_Japan.eps (445kb ) — Sweden_logotype_Japan

Download file

Sweden_logotype_Italia.eps (449kb ) — Sweden_logotype_Italia

Download file

Sweden_logotype_Indonesia.eps (450kb ) — Sweden_logotype_Indonesia

Download file

Sweden_logotype_Hungary.eps (460kb ) — Sweden_logotype_Hungary

Download file

Sweden_logotype_Germany.eps (454kb ) — Sweden_logotype_Germany

Download file

Sweden_logotype_France.eps (450kb ) — Sweden_logotype_France

Download file

Sweden_logotype_Finland.eps (449kb ) — Sweden_logotype_Finland

Download file

Sweden_logotype_Estonia.eps (449kb ) — Sweden_logotype_Estonia

Download file

Sweden_logotype_England.eps (449kb ) — Sweden_logotype_England

Download file

Sweden_logotype_Czech-Republic.eps (455kb ) — Sweden_logotype_Czech Republic

Download file

Sweden_logotype_Croatia.eps (456kb ) — Sweden_logotype_Croatia

Download file

Sweden_logotype_China.eps (445kb ) — Sweden_logotype_China

Download file

Sweden_logotype_Bulgaria.eps (449kb ) — Sweden_logotype_Bulgaria

Download file

Sweden_logotype_Bosnia.eps (457kb ) — Sweden_logotype_Bosnia

Download file

Sweden_logotype_Arabic.eps (450kb ) — Sweden_logotype_Arabic

Download file

Sweden_logotype_Greece.eps (450kb ) — Sweden_logotype_Greece

Download file

Sweden_logotype_Korea.eps (446kb ) — Sweden_logotype_Korea

Download file