Brand manual

Last changed: 06 September 2022

The SLU brand manual describes how we communicate what we do. In addition to the manual, there is a short film visualising our frame story and visual identity.

To establish credibility, we must be clear, stand out as a single sender and build relationships with our target groups. Our brand is a way of embracing all of SLU under a shared, and therefore powerful, image.

The aim is to speak with one voice and express ourselves in such a way that our goals, our identity, our position and our values are perfectly clear to our audience.

You are an important part of SLU and together, we contribute to something much bigger and absolutely vital.

The brand manual in four parts and as a film


The parent brand SLU

The parent brand is the umbrella brand that covers the entire university organisation. The brand manual applies to our parent brand, SLU.

SLU should primarily stand as a single brand, making the logo the clear overall sender. All activities and parts of the organisation should have descriptive names. No individual logos are permitted.

The first time the university’s name is used in copy, it is always spelled out – the Swedish University of Agricultural Sciences, SLU. After that, you can use the abbreviation SLU.

By consistently highlighting SLU as the sender, we make our identity clear in our communication. This reduces the risk of uncertainty at the recipient's end, and boosts trust in our operations.


Brand Management and Communication Platforms Unit 
Division of Communication