Secondary building blocks - always use

The 02 part of the identity includes the primary colours, the typeface and a logo structure.

The secondary identity carriers are designed to work on a long-term basis in conjunction with the visual identities of each organisation. But they are also designed to function as a complete graphic identity when the organisations communicate under a single banner. Always use these.

The 02 part is closely related to 03. Let yourself be inspired by the creative and visual platform made up of elements from part 03. The design opportunities are endless, but these tools provide a framework that helps us portray a uniform image of ‘Brand Sweden’. What’s your interpretation?

 

 

The main colours

The main 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. This means that they must always be included in depictions of the flag, in logos and in the logo structure, and are prioritised in new designs and communication, but may be used with accent colours, either individually or in combination. Sweden Yellow Standard is ideal for use on large areas.

Here you’ll find the various colour codes, for use in different media.

Colour codes

Sweden Yellow Standard
PMS116C (coated paper)
PMS109U (uncoated paper)
C:0 M:14 Y:100 K:0
R:254 G:203 B:0
#FECB00
Sweden Blue Standard
PMS301C (coated paper)
PMS301U (uncoated paper)
C:100 M:54 Y:4 K:19
R:0 G:82 B:147
#005293

Sweden_Indesign-Swatches.ase_1.zip ( 1kb ) — Adobe Swatches

Download file

Sweden Yellow Standard

Farger_gul

Sweden Blue Standard

Farger_bla

Our main typeface

The primary typeface is Sweden Sans – a classic and timeless typeface that can be used in both digital and analogue formats. Sweden Sans is a long-term choice of typeface; it has an unassuming character and fits well with a broad spectrum of other typefaces. Always use it when communicating the image of Sweden.

 

Sweden Sans

Sweden Sans is a sans serif typeface that can be used in both analogue and digital formats.

Typo1

Typeface files

SwedenSans_FINAL_OTF_WEB_201302213.zip (178kb ) — SwedenSans_FINAL_OTF_WEB_20130221

Download file

webfontkit-sweden-sans1.zip (244kb ) — webfontkit-sweden-sans

Download file

Symbols

Typo2

Typography

Typography
Primarily used in all-capitalised headings.

In introductions, in lower-case with initial capital letter. For ratios, see figure.

Typography
SWEDEN SANS IS A TYPEFACE (35PT)
This typeface is supposed to have a classic, timeless feel and, as a result, works in the long run. A monotype typeface that can be used in both digital and analogue formats. Sweden Mono Sans has an unassuming character, also making it suitable for use with a broad spectrum of typefaces. (22pt)

Typo3

Typography

Example of typography.

Typo_bild

Typography

Typography

Sweden Sans is a typeface that works well in white on pictures.
On a blue background Sweden Sans is best used in yellow.

Typo4

Logo structure

It is important that Sweden is shown as the overall communicator in all contexts. Therefore, a special structure is used to identify multiple communicators. It is based on making sure that the Sweden logo always appears superior to the individual organisations within NSU, and that any project logos or logos of partners are subordinate to NSU organisations’ logos.

Communicators

To clarify who is behind the image of Sweden, we use a logo structure where all of the NSU organisations are shown together with the flag and the word ‘Sverige’.

avsandarsystem_inrikes_gul

Logo structure, standard

For right-hand or left-hand alignment in printed material, ideal for use in applications such as the back cover of brochures or inserts.

With monochrome logos

With organisations’ logos in Sweden Blue Standard.

This file is a vectorised EPS that can be modified according to which logo(s) is/are to be included.

This version features the English logo translation.

System-enfarg.eps ( 2722kb ) — System enfarg

Download file

With colour logos

With organisations’ colour logos.

This file is a vectorised EPS that can be modified according to which logo(s) is/are to be included.

This version features the English logo translation.

Org-system11.eps ( 335kb ) — Org-system1

Download file

Inverted

With organisations’ logos in white.

This file is a vectorised EPS that can be modified according to which logo(s) is/are to be included.

This version features the English logo translation.

Org-system-negativ1.eps ( 357kb ) — Org-system-negativ

Download file

Free space

Free space and placement of the Sweden logo.

The dimensions of the Sweden logo box are based on its own free space and form a frame in the outer edges. The frame should be 2px/2pt wide in smaller formats. In larger formats, use a path outline of the dashes to ensure the correct width when the artwork is changed.

Free space and placement of organisations’ logo.

Use the height and width of the Sweden box as a starting point. Centre the logo with the same free space vertically and also centre the logo horizontally.

Free space and placement of organisations’ text-based ‘logos’.

When using a text-based version instead of an image-based logo, place it based on the same principles described above. However, if necessary you may use the maximum horizontal width of the text block to the free space.

 

avsandarsystem_friyta

Logo structure, organic

The organic logo structure is ideal for centre logo positions in website footers. The same applies when using project logos or partners’ texts or logos. See example below.

With monochrome logos

With monochrome organisations’ logos.

This file is a vectorised EPS that can be modified according to which logo(s) is/are to be included.

This version features the English logo translation.

Org-system-enfarg1.eps ( 2722kb ) — Org-system-enfarg

Download file

With colour logos

With organisations’ colour logos.

This file is a vectorised EPS that can be modified according to which logo(s) is/are to be included.

This version features the English logo translation.

Org-system.eps ( 336kb ) — Org system

Download file

Inverted

With organisations’ logos in white.

This file is a vectorised EPS that can be modified according to which logo(s) is/are to be included.

This version features the English logo translation.

Org-system-negativ2.eps ( 357kb ) — Org-system-negativ

Download file

Free space

Free space and placement
The dimensions of the Sweden logo box are based on its own free space and form a frame in the outer edges. The frame should be 2px/2pt wide in smaller formats. In larger formats, use a path outline of the dashes to ensure the correct width when the artwork is changed.

Free space and placement of organisations' logos
Free space and placement of organisations’ logos. Based on the height of the Sweden box and the width of the widest organisation logo. Centre the logo with the same free space vertically and also centre the logo horizontally.

Free space and placement of event/project logos
The organic logo structure is ideal for use with event and project logos. Logos may be of any size depending on their importance. One tip: make sure they are centred and have enough free space around them.

Free space and placement of text-based logos for partners/subject category
Keep the text block within the free space.

Free space and placement of partner logos
Keep two boxes with logos to the same height as an organisation logo.

The free space in the block is flexible, but try to ensure that it feels airy, ideally centred vertically and horizontally.

org-avsandarsystem_friyta