SLU as the sender or not?
It is important that the identity of the sender of a message is clear. An unclear sender lowers the credibility, and it is important legally that there is no question about who is responsible for information communicated.
If your activities are conducted under SLU’s organisation registration number, you should always clearly state that SLU is the sender.
When is SLU the sender?
If your activities are conducted under SLU’s organisation registration number* 202100-2817, you should always clearly state that SLU is the sender.
SLU's educational programmes are sub-brands under SLU and are also conducted under SLU’s organisation registration number. The conecction between the program and SLU should always be clear.
One SLU, without additional badges beside our official logo, gives a stronger and unified impression to the benefit of all our activities.
- All operational areas at SLU should avoid using own badges or logos.
*a number that identify an authority, company and other organisations in Sweden.
- To draw attention to your activities you should primarily focus on revising all your material so that message, image and design are easily recognised, and are up-to-date and relevant for all communication channels.
- Printed material and information published on the web should interact to avoid confusing the recipient.
- For the web: concentrate on search engine optimisation.
SLU in collaboration
When SLU collaborates with external partners we should communicate collectively using the following guidelilnes:
- If SLU is the main partner, SLU's graphic profile should be used, and the partner's logotype should be places in the sam way as other SLU badges.
- If SLU is one of several equal partners, the logotypes should be placed next to one another and equalised in size and distance. If many parties are involved, it is better to write out their names.
- If SLU is a minority partner, the main partner's graphic profile is used.
In collaborations, with a few equally strong partners, a joint badge may be necessary. One example is Academic Conferences, which is jointly run by SLU and Uppsala University and which has employees working for both universities. By using the universities’ logotypes together as a sender, the significance of the own badge is reinforced.
Some operational areas at SLU also have their own badges, which act as a symbol for their own operations. The badge must never replace SLU's logo.
Own badges may be relevant for certain activities taking place under a limited period of time, such as conferences and projects. Some internal tools may sometimes benefit from an easily recognizable symbol or icon.
The own badge is a symbol of a specific operational area at SLU and can never replace SLU’s logotype.
- Own badges must be approved for use by the Head of Communications, at SLU’s Division of Communication.
- It is important that own badges are placed below SLU’s logotype, at a clear distance, see the below example:
Remember that a Swedish organisation registration number refers to a legal entity, having rights as well as obligations. Under the Swedish Marketing Act (marknadsföringslagen, in Swedish), the identity of the person responsible for marketing must be clearly evident. It is therefore important in all forms of marketing that everyone involved in activities conducted under SLU’s organisation registration number makes it clear that SLU is the sender. For instance, those receiving invitations or reading job advertisements, websites and printed matter should easily be able to see that SLU is the sender.