The parent brand SLU
The parent brand is the umbrella that covers all of the university’s organisations. This 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 organisation 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 in the recipient and boosts trust in our operations.