Brand & Design Guidelines

Everything you need to know about our visual identity
A living brand document

The Business Sweden brand & design guidelines is a living document of the visual essentials of our corporate identity. Here you can find the fundamentals and the brand elements that make up our identity as well as inspiration and guides for various applications.

Brand elements


The Business Sweden logotype is our hero brand asset and the foundation for our identity.


Functional and simple typefaces provide a dynamic and consistent aspect to our brand image through text.


Black is the core identity colour for Business Sweden. This is complemented by secondary colours which bring a smart, warm, and premium feel to the brand.


Photography reflects true global potential and should reflect international growth aspirations.


Print applications

Direction and a visual guide for printed reports and marketing material.

Video & motion

Video and motion are dynamic elements of Business Sweden’s visual identity and a tool for inspiration.


Collaborations are part of our identity and operations. How we present collaborative brand activity is a big part of our overall guidelines.