Practical application of SLU’s brand architecture

Last changed: 09 September 2024

SLU brand architecture guidelines describe the principles for our brand strategy. Here you will find instructions to help you apply the guidelines in practice.

Naming organisations and operations

Naming of operations and organisations at SLU must always follow SLU’s language regulations and style guide. The additional principles that apply to names at SLU are described below.

General rules for organisations part of the SLU master brand:

  • The name is to be in Swedish and English.
  • It must be descriptive, short and concise.
  • Names are to start with “SLU”. Example: SLU Global. 
  • The first letter of the first word of the Swedish name after SLU is to be written using a capital letter. All subsequent words are written in lowercase. Example: SLU Framtidens städer.
  • The first letter of the first word of the English name after SLU is to be written using a capital letter. All subsequent words are to begin with capital letters, except prepositions. Example: SLU Centre for Feline Behaviour and Welfare.
  • The word Swedish/Sveriges should not be included in the name, as it is clear when SLU’s name is written out in full.
  • Collaborative centres can be named in two ways:
    -       SLU Centre for… 
    Example: SLU Centre for Nature Interpretation
    -       SLU ... Centre
    Example: SLU Ecology Centre
  • Acronyms must not be included in the name or alongside a logo. However acronyms can be used in body text once the full name has been written.
  • The name of an external funder may not be part of the name.

Names linked to an SLU site

For organisations where the name of the SLU site is part of the name, the name must start with SLU, followed by the activity and finally the location.  

Example:

SLU Knowledge Garden in Uppsala
SLU Rehabilitation Garden in Alnarp
SLU Experimental Forest in Tönnersjöheden

Exemption 1 – SLU sub-brands

  • The name should be in Swedish and English.
  • SLU should always be the first part of a name where it is included.
  • It must be descriptive, short and concise.
  • The first letter of the first word of the Swedish name is to be written using a capital letter. All subsequent words are written in lowercase.
  • The first letter of the first word of the English name is to be written using a capital letter. All subsequent words are to begin with capital letters, except prepositions.
  • Acronyms must not be included in the name or alongside a logo. However it can be used in body text once the full name has been written.

Example: SLU Holding

Tips: Names of five syllables or less are easier to communicate. Try to find as short a name as possible.

Choice and formulation of sender

The basic principle is that SLU is the sole sender of all our external communication. In some cases the recipient may need to know what part of the organisation is the sender. In such cases our logo is used with the organisation name as described in the visual identity guide.

General rule – organisations within the SLU master brand:

  • The SLU logo and visual identity apply. More information here.
  • No individual organisation logos are permitted. The name is used together with the SLU in accordance with the university’s visual identity.

Example of names in the logo:

Exemption 1 – SLU sub-brands

Sub-brands may have their own logo and visual identity. However, the following applies:

  • The SLU name and logo if SLU is part of the name.
  • SLU must be clearly visible in the visual identity.
  • Both the logo and the visual identity must be approved by SLU’s head of communications.

SLU Holdings black and blue logotype.

Example of an SLU sub-brand logo

Decision-making process for exemptions

SLU is the master brand and must, as per the general rule, be the only brand name used. Exemptions from the general rule are allowed, see exemptions 1 and 2. Decisions concerning exemption 1 are taken by the vice-chancellor in accordance with the established decision-making process.

If you have any questions about potential sub-brands, contact the Division of Communications for advice before starting the application process. Email internkommunikation@slu.se.

Facts:

Registering names

There are different ways of registering the name of an operation – in SLU’s own brand register, and with the Swedish Patent and Registration Office.

The SLU register contains all our names, both those that fall under the general rule and those that are exemptions. This register can be used as support when coming up with new names as it presents an exhaustive list of existing names, their translations and any reasons for deviating from the general rule. 

Names under the general rule do not need to be registered with the Swedish Patent and Registration Office, only in SLU’s own register. In those cases where names under the general rule need protecting, they should be registered with the Swedish Patent and Registration Office with SLU as the holder of the name. 

SLU is a legal entity and as such owns the name. Both the brand and the name must be approved by SLU’s head of communications before registration.

Contact

Brand Management and Communication Platforms Unit 
Division of Communication