Stockholm University’s visual identity comprises a logo, colour palette, fonts, graphic elements, profile pictures (image concept), language (tone and official names), graphical hierarchy and co-branding. The guidelines are complemented with instructions on how to apply the guidelines to printed matter, websites, signs, etc. These instructions can be found in the University’s digital manual for visual identity at www.su.se/visuellidentitet (Swedish only).

Logo
The University logo is comprised of the University’s symbol and a university-wide text. The logo is the ultimate bearer of the University’s visual identity and brand. It should always be used when the University is identified as the sender. The symbol and text are registered with the Swedish Patent and Registration Office. The logo may be used in either university blue, white or black. Whenever possible, university blue should be used as a first choice.
Accurate digital originals should always be used. The symbol and text may not be separated from each other. There are some exceptions to this rule, such as certain profile products and ceremonial occasions. Separating the symbol from the text must be approved by the External Relations Office. It is not permitted to use or create your own logotypes. This applies even when new units are started at the University.
 
The logo is used in a negative variant against a dark background. The logo is used in a positive variant against a light background.
 
The English translation of the logo is used on material printed in English or languages other than Swedish. It is also used on material intended for international use.
The smallest permitted size for the logo is 20 x 17 mm, on the web 112 x 94 pixels (Swedish logo), and 112 x 102 pixels (English logo). The X = a fourth of the symbol height. The X indicates a free zone around the logo, i.e. the space in which no other text or decoration may be placed.
 
For faculties, departments, centres, etc., there is a graphical hierarchy which must be followed. Detailed information about this is available in the manual for visual identity.
The basic rule in the production of printed matter is that the logo should be placed in the upper or lower right corner. The logo may not be distorted. The logo should always be used by all members of staff in all printed material and in all electronic and digital publishing. Students are permitted to use the University logo for Bachelor’s or Master’s theses upon contacting the appropriate department that has access to the logo in the digital manual. Other parties must seek permission from the Vice-Chancellor.
How the logo should be used in collaborations with others is regulated through the type of collaboration; principal party, equal party or minority party. Further instructions are available in the manual for visual identity.
 
The Latin version of the logo is to be used only on special occasions with prior permission from the Vice-Chancellor. The gold version of the emblem is only to be used on ceremonious occasions with prior permission from the Vice-Chancellor.
 
Colour palette
The dark-blue colour should always be included in some way on university-wide units/printed matter and, if possible, on departments’ and centres’ own units/printed matter, for example by using the logo in University Blue. The complementary colours may be used by anyone at the University.
 
• Base colour
Stockholm University blue
PMS 295 C
CMYK 100 70 8 54
RGB 0 47 95
HTML 002F5F
 
• Complementary colours
Olive leaf
PMS 5777 C
CMYK 26 9 58 19
RGB 163 168 107
HTML A3A86B
 
Sky
PMS 629 C
CMYK 39 0 9 0
RGB 172 222 230
HTML ACDEE6
 
Water
PMS 651 C
CMYK 41 15 1 2
RGB 155 178 206
HTML 9BB2CE
 
Fire
PMS 717 C
CMYK 0 72 100 0
RGB 217 94 0
HTML D95E00
 
• Colours for ceremonial occasions
Silver
PMS 877 C
CMYK 12 8 8 23
RGB 188 189 188
 
Gold
PMS 871 C
CMYK 30 40 80 15
 
Fonts
Fonts for digital everyday communication
Times New Roman and Verdana
 
Fonts for print and external communication
PMN Caecilia Com Roman is used in the University logo and to highlight the sender within the University. The sender details are written in the same font size as the text in the University logo, but in PMN Caecilia Com Bold. PMN Caecilia Com Roman is also used in bigger initial headings, e.g. titles and chapter headings.
 
The Sans Plain and/or Bold are used in intermediate headings and subheadings.
For text that should be separated from the body text, e.g. fact boxes, preambles, captions and tables, use The Sans Plain or Light, or The Sans Plain Italics or Light Italics.
Sabon is used in body text.
 
Graphic elements
The graphic elements – the olive branch, fire and crowns – should always bleed over the edge in at least one direction, and not be cropped too hard. It is not permitted to use only small details from the graphic elements. The graphic elements should be used in university-wide material, but can also be used by faculties, departments, centres, etc.
The crowns should be used sparingly and always together with the other two elements in order not to be confused with other organisations.
 
Profile images – image concept
Image concept – general and basic idea
Images and imagery should add something extra – the image of a modern and active university in the capital. The image concept should reflect the idea that Stockholm University is a natural and integrated participant in society.
 
Language – tone and official names
Tone – Stockholms University’s “voice”
The content, what the University chooses to communicate, is based on the University’s commitment and our key messages (which are presented in the communications platform), as well as each specific information opportunity. The key terms describing our tone are credible, clear and engaging.
 
Credible
The texts written at Stockholm University should contribute to the University being perceived as a prominent university and a credible participant in society.
Clear
Anything the University writes should be easy to read and easy to understand. This means that the following must be clearly stated in the text: why it was written, to whom it is addressed and who the sender is.
Engaging
A positive and engaged tone should be used.
 
Official designations
• Name
Stockholm University is the official name in English, and the word University is always spelt with a capital U. The abbreviation SU is not an established abbreviation and is thus not permitted in name formations, printed matter, outgoing letters, etc. In Swedish, the official name is Stockholms universitet, and the word universitet is always spelt with a lowercase u.
• Capitals or lowercase letters
At the University, initial capital letters should be used in the names of departments, centres, units, etc. In Swedish, all words that follow should be in lowercase. In English, all words except articles, conjunctions and prepositions should be capitalised.
 
• Academic titles in English
Rektor – Vice-Chancellor
Prorektor – Pro Vice-Chancellor
Vice rektor – Deputy Vice-Chancellor
Universitetsdirektör – University Director
• Academic titles – abbreviations
Only abbreviated words should have a full stop.
 
• Students go to University
The people studying at the University are students (not pupils). They go to University (not school), have seminars and lectures (not lessons) in seminar rooms and lecture halls (not classrooms).
• At the University
In official contexts, the official ”at” should be used.
• Other languages
Stockholm University mainly uses British English. Stockholms universitet is translated into Stockholm University (English translation used in international contexts).
Titles of degrees in British English to be used at the University are PhD, BSc, MA. In American English it is more common to use full stops in the titles Ph.D., B.Sc., Dr..
 
Names of Stockholm University’s areas, subdivisions and buildings
Area: Stockholm University Campus
Subdivision  – buildings
Albano: AlbaNova
Bergianska trädgården: Edvard Anderssons Växthus, Victoriahuset
Frescati:
Norra Frescati – Manne Sieghbahnhusen, Frescatihallen, Geovetenskapens hus, Greens villa, Arrheniuslaboratorierna, Konsulentvillan, Nobelhusen
Lilla Frescati – Botanicum, Wallenberglaboratoriet
Frescati Backe – Frescatibackehusen
Södra Frescati – Aula Magna, Lantis, Allhuset, Småbrukarhemmet, Villa Bellona, Södra huset, Bloms hus, Skära villan, Universitetsbiblioteket, Skogstorpet, Gula villan, Juristernas hus
Frescati Hage
Kräftriket
Sveaplan
Filmhuset
Garnisonen
Spökslottet
Studentpalatset
Gävlegatan
Other areas:
Campus Kista
Campus Konradsberg
 
Graphical hierarchy
The graphical hierarchy is a set of rules for how faculties, departments, centres, projects, etc. profile themselves alongside Stockholm University. The Stockholm University logo should always be placed as a signature on the right, and the name of the department, centre etc. should be placed on the left. Correspondence material and, to some extent, the Web are exempted from these rules, and there are special templates to use in these cases.
 
Sender information on printed matter
The University’s sender information (address) is placed on the back cover of printed matter in accordance with principles in the instructions in the manual for visual identity. If the printed matter does not have a back cover and sender information is required, the information is put in an appropriate place in accordance with the same principles. In cases where only the logo and website address are used as sender information, the website address should be written using the font The Sans.
 
Co-branding
Co-branding or joint marketing means that two or more brands associate with each other and jointly promote themselves. The brands should have a natural connection to one another in order to create beneficial synergies.
 
The University logo may only be used and/or combined with other logos in collaboration with contracted partners outside of the University. This could entail collaboration with other universities, authorities, organisations or businesses. Permission for co-branding is granted by the External Relations Office.
 
 Categories of collaboration:
• Stockholm University as a principal party.
• Stockholm University as one of two or more equal parties.
• Stockholm University as a minority party.
In co-branding, the Stockholm University logo should stand on its own and have its own firm placement in accordance with the instructions provided in the manual for visual identity.