AI Sweden brand and design Guidelines
This page brings together useful materials like logo guidelines, downloads, color palettes, typography, templates, and presentations. Whether you're putting together a slide deck, updating a document, or just making sure things align with our visual identity, these resources are here to make things a bit easier and more consistent across teams.
The AI Sweden logo
Our primary logo is AI Sweden yellow. Use it on dark backgrounds (photos, patterns or solids).
Secondary logo is AI Sweden dark blue. Use it on white/lighter backgrounds (photos, patterns or solids).
Our logo should not be used on strong patterns or on top of photos that doesn't allow for good reading of the text. Also, do not use yellow logo on bright white or any yellows, especially not in presentations or video, due to readability.
Instead, use a colored plate or overlay as shown above.
Logo spacing
The minimum spacing around the logo should be no less than equal to the I's width in the logo. Preferred spacing is the I times two.
Colors
Palette below in HEX (web/office), RGB (screen/office/print), CMYK (print) and NCS (interior color) translations.
A note on the yellow/primary color: use it sparingly as it is such a strong color.
Primary: Yellow
Hex: #FECB00
RGB: 254,203,0
CMYK: 1,19,100,0
Primary: Black-blue
Hex: #121F2B
RGB: 18,31,43
CMYK: 86,73,56,68
Dark blue
Hex: #004D66
RGB: 0,77,102
CMYK: 96,64,41,25
NCS: S 7020-B
Blue
Hex: #007399
RGB: 0,115,153
CMYK: 89,47,24,3
Grey
Hex: #F4F2E6
RGB: 244,242,230
CMYK: 3,2,9,0
NCS: S 1002-Y
Off-white
Hex: #FFFEFA
RGB: 255,254,250
CMYK: 0,0,2,0
Black
Hex: #000000
RGB: 0,0,0
CMYK: 100,100,100,100
White
Hex: #FFFFFF
RGB: 255,255,255
CMYK: 0,0,0,0
Pro tip
For members of the AI Sweden slack workspace: type "!colors" to yourself or in a channel on slack and you'll get the HEX codes from slackbot.
Typography
We use Greycliff as our main font. Our secondary font is called Outfit.
Use Greycliff for:
- Web
- Printed material
- etc
Use Outfit for:
- All presentations, both Google Slides and Microsoft Powerpoint
Instructions for Greycliff
- All headers use font and weight Greycliff Heavy. In presentations, use capital letters for headers except for scenarios with very long titles.
- All body styles use font and weight Greycliff Regular.
- Weights like bold and italic are only used sparingly in menus and legends.
- Sizes for standard documents and presentations below
Instructions for Outfit
For situations where an alternative font to “Greycliff CF” is needed, we use “Outfit”.
- Outfit is a modern, variable font, available under ”SIL OPEN FONT LICENSE” and free for all to install and use.
We use Outfit with the same font sizes, line-heights and relations in points between headings, body text, etc. but we use slightly different font weights:
- Headers: Greycliff CF Heavy -> Outfit ExtraBold
- Body text: Greycliff CF Regular -> Outfit Light
Imagery – photos and illustrations
The images we choose to represent and illustrate AI Sweden should reflect what we are and want to be as an organization. We collaborate in everything we do and lead the way with speed and boldness. AI to us is a tool for positive societal change, available here and now. AI is neither futuristic nor Matrix.
So, whether searching on Unsplash, planning a photo shoot, or prompting images from a generative AI tool, here are some do's and don'ts to make sure the images we use are in line with AI Sweden's overall tone of voice.
Note! Regardless of the source of the photo/image, it's important to always give proper credits. Here are a couple of examples on how to do it:
For photos by AI Sweden
© AI Sweden. Photo: Photographer Name (Not always necessary to display, depending on contract with photographer)
For external, licensed photos
Photo: Janki Ferlic on Unsplash (link to the photographer and the specific photo, not just Unsplash.com)
For AI generated images
Image: Stable Diffusion / Prompt: [Insert your full prompt here.]
In our presentation template (download below) you find examples of images ready for use and for learning our look and feel.
We also provide photos and PNG logos for external use on our Press and media page.
Files for download
Presentations
General presentation (En)
This file is for use by AI Sweden staff – convert to PDF for distribution. Keep downloading it for every new use case to be sure you have the latest version.
Latest update: 2025-05-16
General presentation (Sv)
This file is for use by AI Sweden staff – convert to PDF for distribution. Keep downloading it for every new use case to be sure you have the latest version.
Latest update: 2025-05-16
If you prefer working in Google slides you can access the General presentation on our drive.
Please note: It's important that you do not make any changes in the main document on the drive - make sure to always save a copy to make your edits in.
En AI -strategi för Sverige presentation (Sv)
This is the public version of the PowerPoint presentation 'En AI-strategi för Sverige'.
Latest update: 2024-04-11
An AI Strategy for Sweden PDF version (Eng)
Latest update: 2024-04-08
AI Sweden Impact report video 2024
The video is available on Youtube or if preferred also available on our Vimeo.
Vimeo: https://vimeo.com/1060398108/0e8218f8c6
Youtube: https://youtu.be/sgdjWs3atEE
Templates
Powerpoint template
Presentation template with layouts, examples, and instructions. This template is for internal use only.
Latest update: 2025-02-07
Word template
A Word template with headings, typography and margins. This template is for internal use only.
Note, you need to install the Greycliff fonts before using the template.
Latest update: 2022-06-27
Logos
Logo package
A complete library with the different variants of the AI Sweden logo. For print and web, pixels and vectors.
Fonts
Font library
A complete library with the different variants of the AI Sweden main font, Greycliff.
Note! The ZIP-file is password protected – ask your own handle (@your name) in our Slack workspace about the "font-face password" and ye will receive an answer.
Use Greycliff for:
- Web
- Printed material
- etc
Use Outfit for:
- All presentations, both Google Slides and Microsoft Powerpoint
Secondary font: 'Outfit':
Install primarily the file called “Outfit-VariableFont_wght”. If this single file does not work for your environment, install the individual weights (Outfit ExtraBold and Outfit Light) from the “static” folder.
You can also download and install Outfit from font distribution hubs such as Google Font.
- When using the latest general presentations from AI Sweden, Outfit is already bundled in the presentation and should work from the start
- In Google Docs/Slides/Sheets: Click where you usually change font, choose “More fonts” and search for Outfit.
Zoom backgrounds
Zoom backgrounds with AI Sweden logo. Photo credit from left to right:
1) Unknown
2) Katarina Fégeant
3) Unknown
4) Per Pixel Peterson / imagebank.sweden.se
5) Lennart Pittja / Sápmi Nature / imagebank.sweden.se
For more information, contact
