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Typography is a big part of our identity. When used correctly it helps to create a consistent and coherent look and feel. Our typeface is almost always present in everything that we do and is therefore, an extremely important ingredient in our brand.


Short description

Typography is used to create clear hierarchy throughout the layout. It is the core structure of well designed interfaces. When type scaling is used appropriately it creates intentional flows, user focus, and progressive emphasis.

SEB Sans Serif


SEB uses SEB Sans Serif for both its marketing and product brands. It is a strong but neutral typeface that lends personality to the page without overpowering the content.

Find the font in the visual guidelines: SEB visual guidelines


We have had the same naming on font-styles as the html-tags for our headings for a long time. To provide flexibility in our font styles for the headings we have renamed our font-styles to differentiate between style and semantics.

The h-tag will thus be able to have different appearances. The html-tags say what the title is semantically. Font-style tells how it should look.

New naming on our font-styles:

  • Heading XXL - Heading XS for desktop, tablet & mobile.

We will work on the guidelines more in detail when it comes to the use of the styles in our digital channels.

Sentence case

We always use sentence case text. This means that the capitalization is just like a standard sentence e.g. "Welcome to our bank".

We avoid using ALL CAPS. This is usually used to differentiate a word or text from another. If you need to create typographical hierarchies, use different font weights, sizes or colours instead.


We primarily use left-aligned typography. Aligned left (or ragged right) is the most readable alignment - it provides the eye with a common starting point for each line. Make sure the lines aren't too long. A line of text shouldn’t be longer than 80 characters.

In some cases, centered text is allowed. This is usually in digital contexts or in situations where it helps to present information in a more logical way than left-aligned text. This is only suitable for shorter texts of single words.

Do's and don'ts

  • Try to limit the font sizes to 2-3
  • Do not use ALL CAPS, not even on single WORDS.





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