We do not create new brands or logos for collaboration initiatives or activities, however we have established brands and dedicated guidelines for partnership under the Brand Sweden identity for Team Sweden actitives, as well as the Try Swedish brand. It is important that the right brand guidelines are applied when collaborating with us.


Brand Sweden

The Brand Sweden identity should be used for all official communication about Sweden abroad, joint Team Sweden projects, as well as by actors working with the promotion of Sweden abroad.

The brand identity is owned and continuously developed by the Council for the Promotion of Sweden (NSU), representing the Ministry for Foreign Affairs, the Ministry of Enterprise and Innovation, the Ministry of Culture, the Swedish Institute, Business Sweden, and Visit Sweden.

In collaborations, we operate under the Brand Sweden identity for events, delegations and activities and the logo varies depending on the situation:

  • The Team Sweden logo may only be used when any of the following are involved in the event / delegation / fair etc: the Royal Court, the Prime Minister, the Minister for Foreign Trade, and/or the Minister of Trade and Innovation
  • The Brand Sweden logo can be used in all other contexts such as events / fairs / delegations etc.

For more information about the Brand Sweden identity and guidelines, click here.


Sharing Sweden

Sharingsweden.se offers a comprehensive collection of resources about Sweden, produced by the Swedish Institute. The resources are intended for an international audience with an interest in Sweden and the Swedes.

For more information and resources, click here.


Image Bank Sweden

Image Bank Sweden is administered by the Swedish Institute and Visit Sweden. It is a cooperative effort with Business Sweden, and the Swedish Government Offices, including the Ministry for Foreign Affairs, the Ministry of Culture, and the Ministry of Enterprise, Energy and Communications.

For more information and resources, click here.


Try Swedish Export Programme

Business Sweden supports Swedish export activities in the food and beverage industry through the Try Swedish Export programme.

The brand is currently in development to create an updated design. For more information on how to apply the brand and assets, contact us below.