Our logotype

The SVT logotype carries our brand identity. Only use it with our explicit permission, and in adherence with the guidelines below.

svt logo

Don't overuse

Our logotype tells our users that SVT is the author or endorser of our content. Once this has been made clear, too much repetition will just add noise.

Leave some space

Make sure not to crowd the logo. Always leave some space around it, at least one third of the logotype’s width in all directions.

Black or white

The logotype is always black or white. The white (negative) version has been made just a tiny bit lighter (thinner), in order to optically appear to have the same weight as the black (positive) version. As a consequence, it’s important to use the correct version; taking the positive version and making it negative (or vice versa) will result in a logotype that's too thick or too thin.

svt logo neg pos2


Our main destinations, broadcast and digital, are represented with the SVT logotype and the destination name. Aside from these, shown below, we do not combine the SVT logotype with product or category names.

sub brands2

The slash

The logotype contains a powerful detail – a slash, hidden in the "v" – that can be highlighted or even used on its own.

svt logo slash

The slash with category names

The slash can be used to claim ownership of a category, without having to repeat the logotype. For instance, by saying [slash] NYHETER, we make it clear that we are referring to SVT’s news category and not news in general.

The text following the slash is always uppercase, and always set in Publik Light.

svt category

Positioning the slash

The slash's position in relation to the following word resembles where the slash would be if it was still a part of the 'v' in the logotype. Imagine an invisible logo around it and it starts making sense.

To make it easy, make the space twice the width of the slash. See below diagram.

The height of the slash is 103% of the height of the text. The slash and the text align horizontally. In other words, the slash sticks out just the slightest bit above and below the text.

slash instructions