Brand architecture

Last changed: 07 October 2025

SLU’s brand architecture describes how the university’s different parts are organised under one unified brand.

SLU’s brand architecture is based on one main rule – that SLU, as the parent brand, is the sender – and two exceptions to that rule.

The exceptions apply when there are valid reasons for the parent brand, SLU, to be combined with sub-brands or to coexist with other external brands.

On the page Practical application of the brand architecture guidelines, you can find examples of how this works in practice and information on how to apply for Exception 1 or 2.

Main rule: SLU is the sender

SLU is the parent brand and should normally be the sole sender.
SLU may also appear together with descriptive organisational names or specific activities. The main rule applies when:

  • the activity is carried out by SLU
  • the staff are employed by SLU
  • SLU has overall responsibility for the activity
  • It covers organisational units, buildings, databases, products, services and more.
  • Activities with external clients or funders are also covered by this rule.

Requirements for activities under the main rule

  • The name should be descriptive and clearly communicate what the activity involves.
  • “SLU” must be included in the name (except for faculties, departments and the Joint Administrative Support in internal communication).
  • SLU’s logo and visual identity must be used.

In some cases, an activity name may still need to be registered as a trademark with the Swedish Patent and Registration Office, for example, when commercial protection is needed.

Exception 1 – SLU’s approved sub-brands

  • The name should be available in both Swedish and English.
  • When SLU is part of the name, it should appear first.
  • The name should be descriptive, short and easy to understand.
  • In Swedish, only the first word begins with a capital letter.
  • In English, all main words begin with a capital letter (except prepositions).
  • Acronyms may not be part of the name or logo but can be used in text after the full name has been written out.

Example: SLU Holding

Tip: Shorter names – no more than five syllables – are easier to communicate.

Details about the decision process for exceptions can be found on the page Practical application of the brand architecture guidelines.

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