The key design elements

Here you’ll find the main design elements for developing the ‘Brand Sweden’ identity. They are divided into three parts: 01, 02 and 03. In addition, there is also a fourth part, 04, which represents the specific identities of each Council for the Promotion of Sweden (NSU) organisation. You can read more about the different design elements and how they relate to one another here. Also read about when, where and how you should use them.

01. Primary identity carriers

The identity carriers in 01 have been produced for long-term use in all communication from NSU, as well as for communication from the individual NSU organisations.

The idea is that these identity carriers remain unchanged for a long period of time and form the backbone for communicating the image of Sweden. They are designed for use in all areas of application and not to impact visual expression. The organisation in question must only vouch for that the content of the page is credible and can be classed as official Sweden information.







02. Secondary identity carriers

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?

Main typeface

Main colours

Visual logo structure




03. Tertiary identity carriers

The 03 part of the identity is a creative platform for those who are looking for a more designed expression than those offered by 01 and 02. This is where you take over.

You’ll find a selection of accent colours for you to be inspired by, along with secondary typefaces. The basic concept consists of dynamic patterns created between Sweden and other geographical or imaginary places.

Be inspired.

Accent colours

Secondary typefaces

Dashes and dynamic patterns



04. Individual organisations' identities

It goes without saying that the individual identities of each NSU organisation all occupy a central place. This is particularly the case when the organisations communicate independently. The overall purpose of having a common Sweden identity is to give the country a stronger voice, with everyone communicating under a single banner.