AI Sweden brand and design guidelines

The AI Sweden logo

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.

Use of logo in context

Be mindful when using the AI Sweden logo together with or in close proximity to other logos. This does not only apply to the proper safe space, rather the risk of misunderstandings. Consult the communications team before using in contexts where AI Sweden is not the sole originator.

Logos for download

Tonality and language

We are AI Sweden.

It's okay to use "we", "us", and AI Sweden. Don't use abbreviations such as "AISE", "ai.se" or "AI" when referring to us.

Language

Our main language for communication in writing is American English, followed by Swedish. 

Headings

In both American English and Swedish we use "sentence casing", meaning we capitalize sparingly: First letters of a sentence and proper nouns.  

Naming and abbreviations

Avoid abbreviations in general, such as in new names for projects. If possible, find short names that describe what the project is all about, and is easy to pronounce preferably in both Swedish and English.

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.

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

Fonts

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.

Documents and templates | Files for download

Presentations

Templates

Zoom backgrounds

For more information, contact