Our visual identity allows us to present all of our content, categories, channels and services as parts of the same SVT brand. This will help us build stronger relationships to our users and viewers, and clarify our public service mission in a time of rapidly changing media habits.
You can find the complete guidelines in Swedish at SVT's B2B site(Will open separate website).
Our visual identity lets our users know what to expect from us, which is why it must be able to convey a variety of emotions and temperaments, ranging from trustworthy to imaginative. Many of our program titles are brands in their own right, with their own visual style. But when we communicate as SVT, our visual identity is how we maintain our unique voice.
The SVT logotype carries our brand identity. Only use it with our explicit permission, and in adherence with the guidelines below.
The logotype contains a powerful detail – a slash, hidden in the "v" – that can be highlighted or even used on its own.
Images, moving or still, are at the core of SVT’s identity. We use them to convey knowledge, insights and emotions. Sometimes we use them in magically imaginative ways, other times to portray actual events as accurately as possible. Either way, our images tell stories.
SVT has a flexible color palette. We can be minimalistic in black and white, elegant with a few more tones and sometimes vibrant with bright accents. Regardless of the effect we strive to achieve, we always choose our color combinations with care and with regard to the message we wish to send.
SVT uses the font family Publik to maintain a consistent visual style in all our written communication. Publik is designed exclusively for SVT, for legibility in digital channels, broadcast and print.
