Be brave

Our design journey is one of constant evolution. As technology and user expectations change, so must our approach. We are committed to moving forward, continuously refining and adapting our visual language to stay relevant. Being brave in design means embracing new ideas, challenging conventions, and not being afraid to let go of outdated practices. It's through this mindset that we can push boundaries, innovate, and ensure our brand remains both timeless and current. Be brave and embrace change.

1. Core Elements

Our design language is built on fundamental visual elements, including the logo, SEB SansSerif typeface, color palette, imagery, fifth element, and icons. These components were carefully chosen and tested in 2016 to create a distinct and cohesive brand expression across all channels. While these elements remain central, they have evolved, adapting to contemporary needs while retaining their original intent. The design library, including our UI kit, continuously evolves to ensure that our brand is always presented in a relevant and consistent manner.

2. Purpose-Driven Design

Every design decision is guided by a clear purpose. This means focusing on what the design aims to achieve, whether it's providing clarity in complex layouts or inspiring user action. Begin by prioritizing the essential elements that serve the primary purpose, and then consider adding layers that enhance the experience without distracting from the core goals.

3. Guiding Users

Visual design should intuitively guide users through our products. This involves creating a clear hierarchy using typography, color, and layout to emphasize important information. We aim for simplicity, making information accessible without sacrificing depth. The goal is for users to immediately understand the content's organization, even on their first interaction.

4. Simplifying the Complex

Our approach is to make complex information feel simple and approachable. We distinguish between "relative simplicity," where complexity is reduced, and "absolute simplicity," where the design is inherently easy to understand for any user, regardless of prior knowledge. Layering information helps maintain depth while making the initial experience more digestible.

5. Evolve and Innovate

Design is ever-changing, especially in digital contexts. We stay relevant by embracing new challenges, pushing boundaries, and accepting failure as part of growth. Collaboration and experimentation are key to evolving our design language while remaining true to the brand's foundation.