Hero Image

Foundation

Color

Without using words, colors tell the story of a brand. Colors convey an immediate and lasting impression, which is why the brand color palette is of crucial importance to be used consistently throughout the customer journey.

Principles

Hierarchical

Hierarchical components

Color indicates which elements are interactive, how they relate to other elements, and their level of prominence. Important elements should stand out the most.

Legible

Legible picture

Text and important elements, like icons, should meet legibility standards when appearing on colored backgrounds.

Expressive

Expressive picture

Show brand colors at memorable moments that reinforce your brand’s style.

Semantic colors

In order to answer digital environment needs and accessibility, we have broadened Svenska Spels brand color core palette with additional semantic colors. For more information about our product brand colors go to Brands.

Information links

Name

blue

HEX

#256FEA

Error

Name

red

HEX

#ED0000

Focus

Name

green

HEX

#008912

Primary brand color

Our red color is important to us. If you see the color red in the context where we are, you should think of us. It is our most important color. In the simplest form, it is always in our logo. Otherwise, feel free to use it as an accent (solid red units tend to get a little boring).

Primary brand color

Name

red-corporate-brand

PMS

485C

RGB

255 / 0 / 0

CMYK

0 / 100 / 100 /0

HEX

#FF0000

Primary brand color: PMS 485 C, RGB 255 / 0 / 0, CMYK 0 / 100 / 100 / 0, HEX #FF0000

Secondary brand color

As a complement to our red color, we have a pink tone as a secondary ID color, it works well as a background color.

Secondary brand color

Name

red-100

PMS

705 C

RGB

255 / 236 / 235

CMYK

0 / 13 / 10 /0

HEX

#FFECEB

Secondary brand color: PMS 705 C, RGB 255 / 236 / 235, CMYK 0 / 13 / 10 / 0, HEX #FFECEB

Font color

In digital applications, we use a deep blue color on all text and basic UI-elements. This color can also be used sparingly as an accent color.

Font color

Name

navy

PMS

282 C

RGB

0 / 25 / 50

CMYK

100 / 70 / 0 / 80

HEX

#001932

Font color: PMS 282 C, RGB 0 / 25 / 50, CMYK 100 / 70 / 0 / 80, HEX #001932

Iconography colors

Our standard color for Pictograms and UI-icons is the same as our Font color navy (#001932) in our digital environment. To communicate that something went wrong we use red (#ED0000).

Hierarchical components
Pictograms

Surface, background, and error colors

Surface, background, and error colors typically don’t represent the brand. Surface colors affect surfaces of components, such as cards, and menus.

1Surface and background

Surface

The background color appears behind scrollable content. The baseline background and surface color is white (#ffffff).

2Error

Error message

Error color indicates errors in components, such as invalid text in a text field. The baseline error color is red (#ED0000).

Color relations

As Svenska Spel is primarily red, it is important that the color red plays the main role in what we do. Our bright pink will also play an important role, primarily as a background color.

Our accent colors work as a complement and increase energy and pace when needed. The model next to this shows approximately how much you should "feel" each color when we use them in our communication.

Pie diagram with colors

Color themes

In order for our customers to understand which part of Svenska Spel is talking, our business areas have their own distinctive colors (which you can read more about in our respective Identity Manuals). Go to Brands

Colors of Svenska Spel, Svenska Spel tur and Svenska Spel Sport & Casino

Tur color theme

Primary brand color

Name

red-corporate-brand

PMS

485 C

RGB

255 / 0 / 0

CMYK

0 / 100 / 100 / 0

HEX

#FF0000

Primary distinctive color

Name

tur

PMS

2414 C

RGB

0 / 215 / 115

CMYK

80 / 0 / 75 / 0

HEX

#00D773

Secondary distinctive color

Name

tur-100

PMS

9520 C

RGB

234 / 251 / 229

CMYK

10 / 0 / 14 / 0

HEX

#EAFBE5

Infographic color

Name

data-tur

PMS

2414 C

RGB

0 / 215 / 115

CMYK

80 / 0 / 75 / 0

HEX

#8EF0FF

Sport & Casino color theme

Primary brand color

Name

red-corporate-brand

PMS

485 C

RGB

255 / 0 / 0

CMYK

0 / 100 / 100 / 0

HEX

#FF0000

Primary distinctive color

Name

sport

PMS

2995 C

RGB

0 / 190 / 250

CMYK

75 / 0 / 5 / 0

HEX

#00BEFA

Secondary distinctive color

Name

sport-100

PMS

9440 C

RGB

217 / 253 / 255

CMYK

20 / 0 / 5 / 0

HEX

#D9FDFF

Infographic color

Name

data-sport-primary

PMS

2414 C

RGB

0 / 215 / 115

CMYK

80 / 0 / 75 / 0

HEX

#00D773