The SLU brand

Why we have a brand

SLU’s brand is one of our most important assets. It communicates who we are, what we stand for and what we contribute to society. A clear and consistent brand strengthens trust in SLU, makes it easier to communicate our role, and ensures recognition in all our interactions – with students, researchers, partners, authorities and the public.

By applying our brand consistently, we demonstrate that SLU is a cohesive university with shared goals, even though our activities cover a wide range of disciplines and locations across Sweden.

Our brand

SLU is an international university with a strong societal role. Our research, education, and environmental monitoring all contribute to the sustainable use of natural resources. Our brand should reflect the unique breadth and depth of our work – from natural to social sciences, from basic research to applied solutions.

The brand is carried by everyone who works at SLU. It is shaped through our daily encounters with students, colleagues, partners, and society. This is why we must communicate with one voice and express the shared identity that brings all parts of SLU together.

A strong brand helps us stand out and makes SLU more attractive as an employer, partner, and study environment.

Tone and key messages

To make the SLU brand come across consistently, we need to express ourselves in similar ways across all channels and target groups. Our key messages and recurring phrases are the building blocks of our communication. They should:

• highlight SLU’s societal role and contribution to sustainable development
• show the university’s breadth and unique combination of disciplines
• emphasise the quality of our research and education
• and reflect our close collaboration with industry, authorities, and international partners

Using shared messages makes it easier for our audiences to understand what SLU stands for and strengthens the impact of our communication.

For more details, see:

• Messages and key phrases
• Communicating SLU

Brand architecture

SLU’s brand architecture explains how the university’s different parts are organised under one shared brand. The guiding principle is that SLU should always be the main sender. Faculties, departments, research programmes, projects, and units all communicate under the SLU brand – not as separate brands.

In some cases, specific names or visual profiles may be used to support major initiatives or collaborations, but always in close connection to SLU’s identity. This ensures we maintain the strength of a unified brand while highlighting particular activities where appropriate.