Page 1

Profile guide

Introduction The profile guide contains brief information about how we should use our graphical profile for the purpose of improving clarity and further strengthening our brand. In order for the Karolinska Institutet brand to be strong and have an impact, it is important that it has an attractive and consistent appearance that supports the things we want people to associate us with. We must therefore all follow the guidelines that have been drawn up and be professional in our communication. You can find more information on our graphical profile, together with material and templates, on Internwebben. If you have any questions, please contact the Information and Public Relations Office.

Logo The logo is our signature – a quality mark for all the material that we produce. It consists of a seal and text that together form Karolinska Institutet’s logo. The logo is a unit, meaning that the individual parts must not be separated. No other objects may be placed within the frame of the free zone. The letter ”K” indicates the dimensions of the free zone. Seal



The landscape logo is that which should primarily be used to denote the sender in different contexts, such as in printed matter and stationery. The logo can be reproduced in the following colour combinations: • in its correct colour – KI Plum, • in black for printing in black and white, • in white against a coloured background/image, • uncoloured – if embossing on e.g. paper or metal, • in silver and in gold (only used in contexts such as in the event of academic ceremonies).

Colour Karolinska Institutet’s colour system consists of a varied colour palette in order to create flexibility and, at the same time, recognition. • KI Plum dominates the colour system and is the colour that KI will essentially be associated with. KI Cyklamen and KI Silver are two other basic colours. • In addition to that, there is a palette with an endless number of complementary colours that may be used for other graphics.

KI Plum Pantone© 228 CMYK RGB 135.0.82

KI Cyklamen Pantone© 214 CMYK RGB 212.9.99

KI Silver Pantone© Cool Gray 5 or Pantone© 877 (silver) CMYK RGB 128.128.128

Typeface An established typography helps to create a consistent image of KI. Consider using a simple typography – max two typeface versions and very few text sizes. • All correspondence and all digital presentations must be written in Arial or Times New Roman. Since these typefaces are installed on all computers this facilitates the management of such documents. • Two typefaces are used for all internal or external material for professional communication, e.g. printed matter. Mundo Sans for headlines and brief texts, tables etc. This is combined with Minion for running text.

Karolinska Institutet Mundo Sans

A medical university Minion

A typeface licence needs to be purchased in order to be able to use Mundo Sans and Minion. Designers and printing houses that produce KI’s printing matter must obtain and provide these typefaces themselves.

Images Images can be in the form of pictures, illustrations, montages or several photos. Your own imagination is actually all that sets the limits. All image material for KI must be: • genuine and natural, • relevant to the context, • of good artistic and aesthetic quality,

• of good technical quality, • must not be used solely for decorative purposes or to fill space.

One brand Karolinska Institutet applies what is known as a monolithic branding strategy. This means that Karolinska Institutet shall build ONE brand, Karolinska Institutet, that shall represent the whole organisation and its activities. Units, departments, branches of activity etc. shall not be treated as brands, i.e. not use their own logos, distinguished names or competing messages and identities. More information is available in Karolinska Institutet’s branding strategy, which can be found on Internwebben.

Our name Our name is our brand and therefore it is important that it is handled correctly in both written and spoken language. • The name must be used as an unbroken unit, i.e. not shortened to ”Karolinska” or ”Institutet”. • The first letters of each word in the name are written in capitals (K and I). • The name is not to be translated into other languages. • The abbreviation KI is permitted, but should only be used in running text once the full name has been established.

Core values The core values describe how we want to be perceived by the world around us and shall contribute to KI’s desired positioning. Core values are constant and must be able to resist temporary changes. It is not enough to communicate a preferred image, but also necessary to live up to the meaning of core values in our daily work and long-term planning. NOTE! Core values are not just words that are to be used in communication, but goals for the perception of KI through communication.

Excellence High quality must characterise everything we do. We generate worldleading results through our broad skills and expertise, perserverence and our ability to lift our sights. Passion We believe in science and the transfer of knowledge, and their ability to transform the world. Our curiosity enables us to constantly generate new potential for development. It stimulates our creativity in such a way as to improve human health. The power to act We act with strength and authority. We have the power and ambition to implement our mandate and our visions, as well as the flexibility and courage to be innovative and fulfil the expectations of the world around us.

Tagline A tagline is a terse expression that can be used to highlight the key message. The tagline is always the same, regardless of the communication piece or target group. Knowledge of what Karolinska Institutet is is the current focus, which is reflected in a purely descriptive tagline.

Swedish tagline

English tagline

Ett medicinskt universitet

A medical university

Profile text The profile text is a brief, standard description of the organisation that is used in different contexts to briefly and concisely describe Karolinska Institutet. Swedish profile text

English profile text (boilerplate)

Karolinska Institutet är ett av världens ledande medicinska universitet. I Sverige står Karolinska Institutet för drygt 40 procent av den medicinska akademiska forskningen och har det största utbudet av medicinska utbildningar. Sedan 1901 utser Nobelförsamlingen vid Karolinska Institutet mottagare av Nobelpriset i fysiologi eller medicin.

Karolinska Institutet is one of the world’s leading medical universities. Its mission is to contribute to the improvement of human health through research and education. Karolinska Institutet accounts for over 40 per cent of the medical academic research conducted in Sweden and offers the country’s broadest range of education in medicine and health sciences. Since 1901 the Nobel Assembly at Karolinska Institutet has selected the Nobel laureates in Physiology or Medicine.

Profile guide  

The profile guide contains brief information about how we should use our graphical profile for the purpose of improving clarity and further...

Profile guide  

The profile guide contains brief information about how we should use our graphical profile for the purpose of improving clarity and further...