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TABLE OF CONTENT The Brand Nordic Battle Group Special Officer Academy Reserve Officer The Brand Identity
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Concept: ”Tangram Puzzle” Logotype & Symbols Swedish Armed Forces Nordic Battle Group Special Officer Academy Reserve Officer Symbol Logotype colors Free Space
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Colors Logo and/or symbol on colored backgrounds
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Typography Typefaces
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Design Elements Logo symbols Diagonal Stripes
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Use Of Pictures
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Webpage
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Stationery 1 Stationery 2 Sealing Stickers Business Card Folders
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THE BRAND The Swedish Armed Forces (SAF) has been as a major institution in Sweden almost since the country was formed. Today it’s one of the largest authorities in Sweden and the only one permitted to use force in armed combat. After the fall of the Soviet Union in 1991 the Swedish Armed Forces changed from being a defensive force to a pro-peace force, acting outside the country’s borders in international operations. In 2007 the Swedish government decided to discontinue the ever existing, mandatory military service and that SAF should now be a volunteer, professional based military force. SAF reorganized and a modern mission-based armed force was founded with smaller, more focused units that can be deployed where they are needed, in both Sweden and abroad.
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NORDIC BATTLE GROUP By initiative of EU, the Nordic Battle Group was founded. NBG is a small and effective team that can quickly be sent to any part of the world in about 30 days. For the first time in many years Swedish soldiers could be used in actual war situations.
SPECIAL OFFICER ACADEMY The Special Officer Academy (SOA) replaced the mandatory service since a new way of preparation for officer academy was needed. After the SOA the student can specialize in different add-on educations within the traditional Officer Academy.
RESERVE OFFICER As a Reserve Officer you can combine a military career with a civil career. To become a Reserve Officer you have to attend the traditional Officer Academy. After the education, you can work within the civil market but be drafted back to the military in case of war or other national crisis.
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THE BRAND IDENTITY The brand identity should communicate that SAF is a modern brand where skill, intelligence and moral form a reliable support and authority in national and international crises. That SAF is an attractive employer to young, intelligent multi-cultural people
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CONCEPT
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CONCEPT: ”TANGRAM PUZZLE” Tangram, or “wisdom puzzle”, is an ancient chinese game. The objective of the puzzle is to form a specific shape, given only in outline or silhouette, using all seven pieces, which may not overlap. The pieces by themselves referred to as tans and when put together into a shape, a tangram is formed. The tangram puzzle is symbolic to the Swedish Armed Forces, where all the pieces of the organization is the strength. A tangram puzzle is changeable, clever and challenging. That the pieces can be redirected and formed as new shapes, states SAF as a modern, ever changing, creative organization. The tangram shapes are able to stand alone as strong emblems, with or without text. The basic shapes of triangles and squares communicates complexity in a simple way. The space between the tangram shapes reminds of the typical typography used in military contexts, so called stencils.
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LOGOTYPE & SYMBOLS
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LOGOTYPE: SWEDISH ARMED FORCES The SAF logo has the shape of the Tangram puzzle forming a square. This is the traditional way the puzzle is presented before building a new shape. The square symbolizes the solid foundation of the organization where all forces are combined, main and sub-brands united with all it’s competences, making it the foundation and core of the organization. The logo can not deviate from the original shown to the right. It can not be cropped, turned or typographed in any other way. The distance between the logo and the text should always remain the same. The logo can not be used in the body text. The logo can be used in black, white and yellow. The logotype should always be in just one color; the symbol and the text can not have different colors. Color codes can be found at page 17. For more information on when to use which color, see page 18, 19 and 20.
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LOGOTYPE: NORDIC BATTLE GROUP The Nordic Battle Group (NBG) logo is the shape of a tangram polar bear. According to animal symbolism, the polar bear is a fearless, intelligent power animal who has the power of transformation. The polar bear is the symbol for NBG, as the NBG is a strong force ready to transform itself to suit any task ahead, anywhere in the world while communicating strength and trust. The logo can not deviate from the original shown to the right. It can not be cropped, turned or typographed in any other way. The distance between the logo and the text should always remain the same. The logo can not be used in the body text. The logo can be used in black, white and yellow. The logotype should always be in just one color; the symbol and the text can not have different colors. Color codes can be found at page 17. For more information on when to use which color, see page 18, 19 and 20.
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SPECIAL OFFICER ACADEMY
LOGOTYPE: SPECIAL OFFICER ACADEMY The logo of The Special Officer Academy is the form of a raven. Nordic mythology tells that Odin had two ravens, that flew around the world collecting information to Odin, causing Odin to become ”very wise in his lore.” Odin’s ravens symbolizes information and reflection. The logo can not deviate from the original shown to the right. It can not be cropped, turned or typographed in any other way. The distance between the logo and the text should always remain the same. The logo can not be used in the body text. The logo can be used in black, white and yellow. The logotype should always be in just one color; the symbol and the text can not have different colors. Color codes can be found at page 17. For more information on when to use which color, see page 18, 19 and 20.
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LOGOTYPE: RESERVE OFFICER The Reserve Officer has the shape of a tangram fox logo. According to animal symbolism, the fox is cunning, strategic, quick-thinking, clever, wise and adaptable. Qualities ideal for a reserve officer, always prepared to adapt to situations where needed. The logo can not deviate from the original shown to the right. It can not be cropped, turned or typographed in any other way. The distance between the logo and the text should always remain the same. The logo can not be used in the body text. The logo can be used in black, white and yellow. The logotype should always be in just one color; the symbol and the text can not have different colors. Color codes can be found at page 17. For more information on when to use which color, see page 18, 19 and 20.
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SYMBOL The logos can be used either with the text, or stand alone. The symbols can never be shown in pairs or triplets. The symbols must be shown alone or together with the rest of the symbols. The symbols can be used in a square formation, or in a row. The order of the symbols can not be changed, and are always in the order shown to the right.
Symbols in square formation
The symbols can be in black, white or yellow. They can only have one color at a time. When used in formations, all symbols should have the same color. For more information on when to use what color, see page 18, 19 and 20.
Symbols in a row
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LOGOTYPE: COLORS The logos are used in three colors; black, white and yellow. What color to use is depending on what background color the logo will be seen on. The logo should always be in one color; the symbol and text can not have different colors. For information on when the use which color, see page 18, 19 and 20.
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FREE SPACE The proximety of the square tangram symbol to the edges, can not be less than 3/4 of its width. This applies to all the tangram symbols. The square is always the measurement.
SPECIAL OFFICER ACADEMY
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COLORS
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COLORS The color profile is chosen to reflect a modern swedish authority. The blue and yellow is combined with a more confident black and complemented with white. The dark brown and classic beige brings a more earthy, warm and soft tone to the scale. For more information on when to use what color, see pages 18, 19 and 20.
Black Pantone Black C C0/M0/Y0/K100 R0/G0/B0
Grey Pantone 433 C33/M3/Y0/K95 R26/G38/B47
Brown Pantone 4625 C0/M60/Y100/K79 R87/G47/B8
Yellow Pantone 116 C0/M16/Y100/K0 R222/G211/B0
White C0/M0/Y0/K0 R255/G255/B255
Complementary color Beige Pantone 4655 C0/M26/Y45/K18 R216/G176/B131
Blue Pantone 301 C100/M45/Y0/K18 R0/G97/B161
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BLACK LOGO OR SYMBOL ON COLORED BACKGROUNDS
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The black logo and symbol can be used on the following background colors: • Yellow • White • Beige/brown paper background The black logo and symbol can not be used on the following background colors: • Black • Grey • Brown • Blue
DON’T
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WHITE LOGO OR SYMBOL ON COLORED BACKGROUND
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The white logo and symbol can be used on the following background colors: • Black • Grey • Brown • Blue • Yellow • Beige/brown paper background The white logo and symbol can not be used on the following background color: • White The yellow and/or white logo are equal. Which one is used is up to the designer. The designer needs to consider how the different colors respond to paper type, print technique, readability and appearance.
DON’T
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YELLOW LOGO AND SYMBOL ON COLORED BACKGROUND
DO
The yellow logo and symbol can be used on the following background colors: • Black • Grey • Brown • Blue • White The yellow logo and symbol can not be used on the following background colors: • Yellow • Beige/brown paper background The yellow or and white logo are equal. Which one is used is up to the designer. The designer needs to consider how the different colors respond to paper type, print technique, readability and appearance.
DON’T
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TYPOGRAPHY
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ABCDEFGHIJKLMNOP abcdefghijklmnopqrs 0123456789.,;&?()! Trade Gothic LT Bold
TYPEFACES Our main typefaces are Trade Gothic and Times New Roman. They are used in printed materials such as ads, folders and stationary.
Correspondence In correspondence, Times New Roman in body and Trade Gothic in headers are used. Times New Roman is suitable for digital communication since it is a standard font, installed on almost every computer. It is easy to read and communicates simplicity and reliability. Trade Gothic connects to the logotype and creates a contrast to the serif Times New Roman.
Web
ABCDEFGHIJKLMNOP abcdefghijklmnopqrs 0123456789.,;&?()!
The typefaces used on the web is Helvetica in body and Share-tech Mono in headlines. Helvetica is a standard browser font and easy to read both on white and colored backgrounds. Share-Tech Mono brings a feeling of intelligence, technology and coded messages to the site.
Presentations In PowerPoints and Keynotes we use Helvetica and Times New Roman. These typefaces are standard fonts, which means they are accessable from all computers.
Times New Roman
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ABCDEFGHIJKLMNOPQRSTUV abcdefghijklmnopqrstuvwxy 0123456789,.!()&? Trade Gothic Condensed
TRADE GOTHIC CONDENSED The first cuts of Trade Gothic were designed by Jackson Burke in 1948. He continued to work on further weights and styles until 1960 while he was director of type development for MergenthalerLinotype in the USA. The typeface as a sans serif and with the condensed weight communicates clearly and has a modern feel.
ABCDEFGHIJKLMNOPQR abcdefghijklmnopqrstu 0123456789,.!()&? Trade Gothic Condensed Bold
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ABCDEFGHIJ abcdefghijklmn 0123456789,.!( Times New Roman
ABCDEFGHIJ abcdefghijklmn 0123456789,.!( Times New Roman Bold
ABCDEFGHIJ abcdefghijklmn 0123456789,.!(
TIMES NEW ROMAN Times New Roman was commissioned by the British newspaper The Times, in 1931 and designed by Stanley Morrison and Victor Lardent.
Times New Roman Italic
ABCDEFGHIJ abcdefghijklmn 0123456789,.!( Times New Roman Bold Italic
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ABCDEFGHIJ abcdefghijklmn 0123456789,.!( Helvetica
ABCDEFGHIJ abcdefghijklm 0123456789,.!( Helvetica Bold
ABCDEFGHIJ abcdefghijklmn 0123456789,.!(
HELVETICA Designed by Max Miedinger in 1957 for the Haas foundry of Switzerland (the name is derived from Helvetia, the Latin name for Switzerland).
Helvetica Oblique
ABCDEFGHIJ abcdefghijklm 0123456789,.!( Helvetica Bold Oblique
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ABCDEFGHIJKLMNOPQR abcdefghijklmnopqr 0123456789,.!()&?
SHARE-TECHMONO Share-TechMono is a pixel font. This kind of typeface is often used in computer coding.
Share-TechMono
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DESIGN ELEMENTS
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DESIGN ELEMENT: LOGO SYMBOLS The shapes the logo consists of can be used as design elements. The shapes can be used in all of the Swedish Armed Forces colors. A maximum of three pieces can be used together. The shapes can not overlap. They can not be placed in order to resemble any other recognizable symbol.
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DESIGN ELEMENT: DIAGONAL STRIPES The diagonal stripes can be used as a design element on the web. The stripes can be only used in yellow.
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USE OF PICTURES Tone of voice Pictures used by the Swedish Armed Forces: • Have clear and crisp colors • Are positive • Feel natural, not staged
Pictures - Do’s
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USE OF PICTURES Tone of voice Pictures used by the Swedish Armed Force: • Are not arranged • Does not contain colors that blend with the color scheme • Does not romanticize war • Are not depressing
Pictures - Don’ts
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WWW.MIL.SE
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WEBPAGE SAF is an organization that is part of the newspicture. They are involved globally, and how they present their content online should reflect that. The opening page of the site contains news from all areas that SAF is presently involved in. A world map shows SAFs involvement with pulsating points that you can click to get more information. The footer is a news ticker which shows the latest information from a variety of news agencies (e.g Reuters, TT, CNN, BBC, Al Jazeera etc). The index menu on the top of the site will redirect you to sub pages that provides more information about SAF. Squares, drop down menus, slanted lines and stripes creates an association with a control center and infographics. The layout of the text resembles online newspapers, and together with the news ticker communicates SAF as an updated source of information. The pictures used are clear in colors and positive, but natural, in mood.
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STATIONERY
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STATIONERY 1 The standard stationery consists of a letter paper, an envelope and a sealing sticker. The letter is white with black logo. The envelope is in matte, brown paper. The logo as well as the recipients address are printed in black. The envelope is sealed with one sticker.
Stationery 1
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48 mm
65 mm
48 mm
Sealing sticker
10 mm
10 mm
Small envelope 1
8 mm
Letter 1
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Sealing sticker
10 mm
10 mm
Big envelope 1
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STATIONERY 2 Set 2 consists of a letter, an envelope and a sealing sticker. The letter is white with a yellow logo and yellow graphic details. The details consists of the same shapes as in the logo. The envelope is in matte, black paper. It has a white logo in spot varnish. The recipients address is printed in black on white stickers. The envelope is sealed with one sticker.
Stationery 2
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48 mm
65 mm
Sealing sticker
48 mm
Address label
10 mm 10 mm 8 mm
Small envelope 2
Letter 2
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Sealing sticker
Address label
10 mm
10 mm
Big envelope 2
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SEALING STICKERS The graphic elements in the logotype are available as stickers. Each triangle or square as a sticker of its own. The stickers are available in black, white, yellow and blue.
Sealing stickers
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BUSINESS CARD The Swedish Armed Forces and its sub-brands uses different of colors and logos. On the backside of the business card, the logo is spot-varnished.
Business cards
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FOLDERS Brown and black paper folders.
Folders
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10 mm
10 mm
Brown paper folder
Black paper folder
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