Responsible unit: Communications Office
Contact: Elisabeth Lundmark, visuellidentitet@su.se
All employees must ensure they follow the rules for visual identity in all forms of communication in order to convey a uniform, professional picture of the university.
A manual containing information about implementation of the visual identity, support tools and advice is available at su.se/kommunikation.
Stockholm University’s visual identity includes basic graphic elements (logotype, colours, fonts, graphic elements, images, graphic hierarchy and shared profiling). The Manual for visual identity contains instructions for how to implement these elements in print and on digital platforms.
Logotype
The logotype often represents the university’s good name in the community. It is registered with the Swedish Intellectual Property Office, and is protected by copyright law. Legal action will be taken against any misuse of the university’s logotype.
The logotype includes the university’s emblem and typeface. It must always be used when the university is the sender. Therefore, each employee must ensure that the university’s logotype is used when the university is the sender.
The logotype must not be distorted. The correct original version must always be used. Organisations may not use or create their own logotype. This also applies to new organisations at the university.
The emblem and typeface must not be separated. Exceptions to this rule exist, for example on social media, certain profile clothing and in ceremonial contexts when only the emblem is used. The avatar is a digitally adapted version of the emblem. It may only be used on social media if there is not enough room to display the logotype in its entirety. Permission must be obtained from the Communications Office before using the emblem and typeface separately.
Students may use the university’s logotype on their Bachelor’s projects or Master’s dissertation after contacting their department. If a student wishes to use the logotype in any other context, they must obtain permission from the Communications Office.
Logotype – original
The original version of the logotype is to be used in printed media. Its size can be increased.
Logotype – digital version
The emblem used in the digital logotype is less detailed in order to make it easier to use with smaller on-screen formats. It must not be used for printed media. This version is used on the su.se domain, external web pages, social media, databases and films, PowerPoint presentations and other digital environments.
Portrait and landscape formats
The logotype is available in both portrait and landscape formats. Both formats have been adapted for print and digital use. The minimum width for the portrait logotype is 20 mm for printed media, and the digital logotype 95 pixels (Swedish version) and 87 pixels (English version). The minimum width for the landscape logotype is 32 mm for printed media, and 149 pixels (Swedish version) and 141 pixels (English version).
Avatar and favicon – emblems adapted for digital use
If there is not enough space to use the logotype in full on social media, the avatar can be used as a profile image when Stockholm University is the sender. “Stockholm University” can be written on the page’s profile text if it is not possible to use the university’s typeface.
The Stockholm University favicon – favourite icon – is a digitally adapted emblem, negative (white) on a blue background. It represents the su.se domain. The favicon is visible in web browser menus and lists if a page is bookmarked.
Colours and language versions
The logotype is available in Swedish and English and university blue is the preferred colour (see colour palette below). It is also available as a negative (white) and black. The English translation of the logotype is to be used on material in English or languages than Swedish. University blue is the preferred choice, if possible.
The logotype with Latin text and the gold logotype are only to be used on special occasions, following authorisation from the Vice-Chancellor via the Communications Office.
The Latin or gold emblem may only be used in ceremonial contexts, following authorisation from the Vice-Chancellor, via the Communications Office.
Logotype for shared profiling
The logotype for use with shared profiling with a departmental/centre name linked to Stockholm University is available in both portrait and landscape format. The logotype used for shared profiling highlights the organisation’s name alongside the logotype and is primarily used in printed media.
Graphic hierarchy
The graphic hierarchy indicates how to rank the university’s organisation (faculties, departments, centres) in relation to the Stockholm University logotype. The basic principles of the hierarchy are that the Stockholm University logotype is always placed as a signature to the right and the name of the department, centre etc. is placed on the left-hand side of printed media. For digital media, the logotype is placed predominantly to the left.
Fonts
Fonts for everyday digital communication (for example, Microsoft Office)
Use Calibri for headings and Times New Roman for body text.
Fonts for print
PMN Caecilia Com Roman is used in the university’s logo, and to highlight senders within the university. The sender is placed at the same degree as the typeface, using PMN Caecilia Com Bold. PMN Caecilia Com Roman is also used for initial main headings such as titles and chapter headings.
Use Sans Plain and/or Bold for intermediate headlines and subheadings. For distinguishing certain text from the body text – for example fact boxes, preambles, captions and tables, use The Sans Plain or Light or The Sans Plain Italics or Light Italics.
Use Sabon for body text.
Font for the su.se website
Use PMN Caecilia for main headings on su.se start pages. Use The Sans for other headings and body, image and table text.
Graphic elements
The graphic elements – olive branch, torch and crowns – must always fall to one side and must not be heavily cropped. Individual details from the graphic elements must not be used. Use the crowns sparingly and only when Stockholm University is communicating as a public authority.
The graphic elements are used in university-wide materials and can be used by all organisations (faculties, departments, centres etc.). Students are not allowed to use the graphic elements.
Images
Stockholm University’s images convey extra information than that in the text.
Style
Photographic images must reinforce the impression of a modern university in Sweden’s capital and reflect Stockholm University’s role as a natural and integrated function in society.
Icons
A selection of icons in the FontAwesome typeface can be used to clarify the central message.
Pictogram
A specially developed library of pictograms are to be used in the sign manual.
Infographics
Instructions in the manual offer support for creating clear infographics that reinforce our visual identity.
Sender
For the sake of accessibility, openness and credibility, it must be clear that Stockholm University is the sender – both in widespread or individual communication. The sender information must always be included in all communication via the university’s channels.
Name management
Brand names and organisational names are placed in a two-level communicative hierarchy.
Level 1: Brand name/logotype.
This level must always be included. It can be combined with level 2 as necessary.
Level 2: Organisational name.
Highlight the name of the individual organisation (faculty, department or centre), if they have issued the communication.
Shared profiling
Shared profiling or joint marketing refers to two or more brands being marketed at the same time. The university’s logotype may only be used and/or combined with other logotypes as part of collaborations with partners outside of the university. These partnerships can include work with another university, public authority, organisation or company. The Communications Office will issue permits for shared profiling.
Categories of collaborations:
• Stockholm University as the principle sender
• Stockholm University as one of two or more equal partners
• Stockholm University as a partner of a principle sender
When part of shared profiling, Stockholm University’s logotype must be freestanding and follow the university’s rules/definitions for placement.
Colours
The dark blue “university blue” colour must always be used in university-wide printed material/units and, if possible, on printed material/units at departments and centres, for example by using the logotype in university blue. Secondary colours may be used by everyone within the university.
Print palette
Primary colour
Stockholm University blue
PMS 295 C
CMYK 100 70 0 60
Secondary colours
Olive
PMS 5777 C
CMYK 25 10 60 20
Sky
PMS 629 C
CMYK 35 0 10 0
Water
PMS 651 C
CMYK 40 15 0 5
FIRE
PMS 158 C
CMYK 0 65 100 0
Complementary colours – for ceremonial occasions only
Silver
PMS 877 C
CMYK 12 8 8 23
Gold
PMS 871 C
CMYK 30 40 80 15
Digital palette
Primary colour
Stockholm University blue
RGB 0 47 95
Hex #002F5F
Secondary colour
Sky
RGB: 172, 222, 230
Hex: #ACDEE6
Sky 34%
RGB: 227, 244, 247
Hex: #E3F4F7
Sky 20%
RGB: 238, 249, 250
Hex: #EEF9FA
Water
RGB: 155, 178, 206
Hex: #9BB2CE
Accent colours
Fire
RGB: 235, 113, 37
Hex: #EB7125
Fire 10%
RGB: 253, 240, 232
Hex: #FDF0E8
Base colours
Dark grey
RGB: 76, 76, 76
Hex: #4C4C4C
White
RGB: 255, 255, 255
Hex: #FFFFFF
Light grey
RGB: 218, 218, 218
Hex: #DADADA
Medium grey
RGB: 186, 186, 186
Hex: #BABABA
Other colours – limited use, see Manual for visual identity
Green
RGB: 73, 153, 67
Hex: #499943
Red
RGB: 176, 0, 32
Hex: #B00020
Red 10%
RGB: 247, 229, 232
Hex: #F7E5E8
Other colour codes
NCS
University blue: S 6030-R80B
Olive: S 3030-G60Y
Fire: S1070-Y50R
Sky: S 0530-B10G
Water: S 2020-R80B
RAL Classic
University blue: RAL 5003
Fire: RAL 2003
RAL Design
University blue: RAL 270 30 25
Olive: RAL 110 60 30
Fire: RAL 060 60 80
Sky: RAL 220 80 20
Water: RAL 260 70 15