The basics

At the base of all our design lies some fundamental visual elements that makes up the visual expression of SEB. These elements are our logotype, typeface (SEB SansSerif), colour palette, image style, fifth element and pictograms.

These elements have been carefully chosen, tested and developed to create a strong and instantly recognisable visual language across all our channels that enables us to secure and strengthen our brand.

Built on these elements is our UI kit. It is a constantly evolving library of design that when used, always presents our brand in a relevant way.

Coherent and flexible

By always using these fundamental design elements we ensure that our visual expression aligns with what our brand stands for.

Our visual design elements are here for us. They should be seen as tools that we have at our disposal for solving design challenges. As with any kind of tools we use the right one for the job. We use each element where and when they are needed. All elements are not required to be present in everything we do. If we want something to stand out we might use our bright colours, an impactful image, a fifth element or a big, bold headline. If we want to be more subtle we can choose not to have a fifth element, imagery or our bright colours but rather go for just the greyscale palette and light typography. We are always careful in choosing elements and always make sure they have a role in our design.

To think about:

• Have I read and taken part of the information gathered in the Design Library?
• Are the elements in my design from the Design Library or from SEB Corporate Visual Identity?
• Does all elements in my design have a clear role to play?