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

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.

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: 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: 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: 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).

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

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

2Error

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.

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

Tur color theme

Sport & Casino color theme