Sender

Naming strategy

Naming within Stockholm University aims to communicate our operations as clearly as possible. Names are not given their own logotypes but are handled typographically, primarily through our distinctive typeface PMN Caecilia.

Stockholm University or Stockholm does not need to be repeated in the name if it is clear that Stockholm University is the sender.

Graphic hierarchy

We handle our names in a graphic hierarchy with three levels:

Level 1: Logotype

We are Stockholm University, which is our brand name. No other names have brand status. When we communicate Stockholm University as a whole, we place our logotype as a clear sender in prioritized areas, such as web pages or in one of the corners of a poster or printed material.

Level 1 is mandatory.

Level 2: Operation name

The operation name is displayed if the communication is not central but comes from one of our operations (department, centre, faculty, or equivalent). The operation name is set in the PMN Caecilia typeface.

Level 3: Other names

In some cases, there is a need to highlight other names in the communication, such as a project, event, offering, or activity. The operation behind the project should always be clearly visible. The name can be highlighted in the content or in a heading in the typeface The Sans but should not be perceived as the sender of the communication.

Placement of operation name next to logotype

The operation name can be placed to the right of or below Stockholm University's logotype. Primarily, we place the operation name (Level 2) to the right of the logotype (Level 1).

Arrangement

The arrangement for the operation name next to the logotype comes in two variants: one vertical and one horizontal. There is also a variant that includes names with acronyms.

• The vertical arrangement is preferably used for short institution/centre names.
• The horizontal arrangement is preferably used for long institution/centre names.
• The vertical arrangement with acronym is preferably used for short institution/centre names that include an acronym.
• The horizontal arrangement with acronym is preferably used for long institution/centre names that include an acronym.

Typeface and Size

The operation name should be set in PMN Caecilia Bold. The type size of the operation name should at most correspond to the height of the name "Stockholm University" and be adjusted to not be higher or wider than the line.

When using an acronym, the total height should at most correspond to the height of the wordmark "Stockholm University."

Free Zone and Divider

The logo's free zone and divider are based on the guidelines for logotype.

Placement of logotype in collaborations

When we collaborate with other parties, the main sender determines how the communication should look.

How to determine the main sender

• Whose target audience is the recipient?
• Who is the financier?
• Whose initiative/Who owns the offer?
• Who owns the channel(s)?

If the answer is Stockholm University to the majority of the questions, Stockholm University should be the main sender.

Stockholm University as the main sender

When Stockholm University is the main sender, our visual identity guidelines should be followed. An agreement can also be that a completely neutral identity should apply.

SU's logotype takes a central place, and partner logotypes are placed separately from the logotype. Partner logotypes are displayed at 50% size.

Stockholm University as an equal partner

When Stockholm University is an equal sender, the parties agree on which visual identity should apply. Alternatively, a new neutral identity is developed.

SU's logotype takes a central place together with partner logos. Partner logotypes should be separated from the logotype by a line of X% thickness. Partner logotypes are displayed at 100% size.

Stockholm University as a minority sender

When Stockholm University is a minority sender, our own graphic guidelines do not apply. Co-branding is often described by placing Stockholm University's logotype according to the main sender's graphic guidelines.

Alternatively, co-branding is described through a collaboration signature in text.

Collaboration signature

If there are many partners, the parties may agree not to publish logotypes but only write a collaboration signature:

"A collaboration between Name, Name, Name..."

Partnership formulated in text

There are occasions when we should express our partnership in text instead of with a logo. We express the partnership in text when:

• the collaboration neither strengthens the image of Stockholm University nor provides increased benefit for our target audience,
• the collaboration can be considered risky,
• the collaboration is not relevant to our target audience and rather confuses than clarifies.