Detailed principles

Corporate brand

When does this apply: Our SCA corporate brand is always the sender and seal of approval in all operations.

Visual principles: SCA’s corporate visual identity is used for all positioning and communication. Sometimes, most of the corporate identity is used, while in other cases, only SCA’s logo is included as the sender and seal of approval.

When the corporate logo is communicated together with product brands, the product brand’s logo is never placed close to SCA’s logo.

See the following pages and ‘Design guidelines for visual identity’ for all guidelines and visual examples.

 

B2B product brands

When does this apply: The vast majority of SCA’s products belong to this category, since they are sold to other companies. B2B product brands have a clear connection with the corporate brand. For commercial reasons, B2B product brands may require their own positioning and an expanded identity to differentiate the offering and drive sales growth.

Naming principles: Our name, SCA, must always be used in B2B product brands. So the formulation should always be SCA + product name. There are no specific guidelines for the descriptive part of the name except that it should differentiate the actual product and its desired associations.

Logo: The logo consists of SCA + product name, written in SCA Sans Bold.

Visual principles: B2B product brands proceed from SCA’s corporate visual identity. Visual guidelines are set out on the following pages and guide the product name’s color scheme, expanded color palette, image selection and relationship with the corporate brand in communication.

 

B2B digital services

When does this apply: B2B digital services are offered and communicated directly to various customer groups. They can be offered by a business area or product category, or by a specific B2B product brand.

Names and logos for digital services are always developed in consultation with Group Communications.

Naming principles: Our name, SCA, must always be placed in front of the service’s name. There are no specific guidelines for the name of the service except that it should differentiate the actual service and its desired associations.

In a clear SCA context, such as a customer portal, we try to avoid repetition and only write the name of the digital service without SCA in front.

Logo when the service is offered by a business area or product category: The logo consists of SCA + name of the service written in SCA Sans Bold. SCA + name of the service is monochrome and follows the corporate identity’s color scheme for typography – where the background determines whether G3.SCA Green, T1.Light Wood or G5.Dark Green is used.

Logo when the service is offered by a B2B product brand: The logo is developed in accordance with the specific B2B product brand’s identity, and follows the guidelines for B2B product brands.

The digital service’s logo is always communicated together with SCA’s corporate logo as the sender.

Visual principles: Refer to “B2B digital services offered by a business area or product category” and “B2B product brands.”

 

B2B product brands logotyp

B2B product logos consist of SCA + product name, written in SCA Sans Bold.

SCA is set in the SCA Blue sender color and the product name is set in it own unique color. The color of the product name follows SCA’s color principles and the color chosen must harmonize with the color palette for SCA’s corporate visual identity.

SCA Light Wood (T1) is used for color fill, with the product brand’s color for the heading.

 

Primary logo

 


SCA Sans Bold. Product brand in SCA Sans Bold. The color is chosen for commercial purposes.

 


Logo in SCA Blue and product brand color against a background of Light Wood (T1).

If printing options are limited, the product brand can be monochromatic. A monochromatic logo can also be used when the logo forms part of a heading, for example, if a dark-blue word does not work in the middle of a light-blue heading, or to achieve a stronger contrast against a background image. The reversed logo can also be used on the primary color chosen for the product brand.

If a monochromatic logo in the product brand’s color does not achieve enough contrast, the logo may be set in SCA Blue (B1) over a light image, or in white over a dark image.

The product brand’s logo is always communicated together with SCA’s corporate logo as the sender.

• SCA must always be placed in front of the product name.

• SCA is always set in SCA Sans Bold, in the SCA Blue sender color.

• The product name is set in SCA Sans Bold.

• The color is chosen for commercial purposes and developed using the color principles in this document. The color chosen must harmonize with SCA’s corporate visual identity.

 

Secondary logo

 


Logo in product brand’s color (monochromatic).


Logo in product brand’s color (monochromatic).

 


Logo in B1, SCA Blue (monochromatic).


Logo in white (monochromatic).

 

Logo placement

The product brand’s logo is the sender, but the corporate logo must always be present as a seal of approval. The corporate logo is usually centered, on the opposite side of the format.

However, for space reasons (such as consideration for the image’s motif, or a non-standard format), the corporate logo can be moved to the upper left corner.

In some case, such as an outdoor or trade fair format, keep in mind that the sender’s logo is placed at the top, and the corporate logo is placed at the bottom.

The product brand’s logo is always larger than SCA’s corporate logo.

 

Placement of product logo in relation to corporate logo

 

Image selection

Images play a key and distinctive role in the expression and positioning of a product brand. As a core element, images communicate the emotional values that can be associated with the brand.

Every product brand chooses images based on the following key principles:

• A unique brand imagery is developed. This should be harmonized with the image tonality at corporate level.

• The images should support communicative messages and can be chosen to match a campaign.

• Both illustrations and photos can serve as images.

 

Examples of images for product brand

 


Artistic reproduction of the product.


Symbolic figure for the product.


End customer holding the product.

 

Color principles

Every brand creates its own unique world of color. The colors can be used for the logo, text and background fill. The aim is to highlight the unique attributes of each brand.

Every new product brand develops a color palette based on the following key principles:

• One or more primary colors are defined for commercial reasons.

• The colors are nature-inspired. This gives a natural and lighter toned color scale with lower color saturation/intensity.

• The colors chosen must harmonize with the color palette for SCA’s corporate visual identity.

• The colors must be unique for SCA’s product brands.

 

Primary and secondary colors (example)

 

 

Functional colors (example)

 

 

Typography

The product brands’ typographic expression is based on the same typographic guidelines as corporate level. The difference being that the product brand’s heading typography (First Priority Message) uses its own profile color. However, on light images the heading is set in SCA Dark Green (G5) and in white on dark images.

For every product brand, the following principles apply for typography:

• SCA SANS Bold for large headings (FPM).

• Helvetica Neue Medium/Roman for body text and smaller headings.

 

The typography in inserts follows the guidelines for corporate level.

 

Examples of color choice

 


Chosen brand color in the heading.


Body text in G5, Dark Green.

 

Layout

The product brands follow the overall layout guidelines for SCA’s corporate identity.

 

Application examples


Ad: SCA’s corporate logo as a seal of approval.


SCA’s corporate logo does not need to appear on the front of folders.

 


Website, SCA’s corporate logo in the menu bar.

 

Toolbox examples

 

B2B digital services logo

Digital services are offered and communicated directly to various customer groups. The have a clear connection with the corporate brand and do not have their own brands. Names and logos for digital services are always developed in consultation with Group Communications.

Naming

SCA must always be placed in front of the service’s name. There are no specific guidelines for the name of the service except that it should differentiate the actual service and its desired associations.

In a clear SCA context, such as a customer portal, we try to avoid repetition and only write the name of the digital service without SCA in front.

Logo

The logo for digital services consists of SCA + service name, written in SCA Sans Bold. SCA + service name is monochrome and follows the corporate identity’s color scheme for typography – where the background determines whether G3. SCA Green, T1. Light Wood or G5. Dark Green is used. A reversed logo may also be used, if required. Digital services do not have their own, unique colors.

If the digital service is offered under a product brand, the color scheme of the digital service’s logo follows the product brand’s identity. This is always decided in consultation with Group Communications.

The digital service’s logo is always communicated together with SCA’s corporate logo as the sender.

 

Primary logo

 



SCA and the name of the digital service are set in monochrome, in SCA Sans Bold. The background determines whether SCA Green, Light Wood or Dark Green is used.

Examples of SCA Smartbox
SCA Smartbox is a digital measurement tool developed by the Containerboard product area to help customers choose the right product for their needs and purposes.

 


Principle example of logo.

 


Principle example of two-line heading, with upper row set in G5. Dark Green.