Detailed principles

B2C product brands

When does this apply: These are SCA’s direct-to-consumer brands. For commercial reasons, B2C product brands may require more independent positioning and an expanded identity to differentiate the offering and drive sales growth. But there may also be times when we create sufficient relevance and distinctiveness by mainly positioning the brand with SCA’s corporate visual identity.

Naming principles: You can use any name as long as it supports the brand’s desired position. Writing SCA in front of the product’s name may often be relevant, similar to the principle for B2B product brands.

Logo: Use the font that best communicates the desired positioning of the product’s name. If SCA is used in front of the product’s name, the SCA wordmark is removed from the corporate logo (without symbol). The size and placement of SCA in relation to the product’s name is determined by each individual B2C product brand. Even when SCA does not appear together the product brand’s name, the corporate logo is the seal of approval in all communication.

Visual principles: The visual identity of B2C products is less restrictive but there must always be a visual connection with the corporate brand identity. Visual guidelines are set out on the following pages and guide the logo development process, color scheme, image selection and relationship with the corporate brand in communication.

 

B2C product brands

When does this apply: B2C digital services are offered and communicated directly to various consumer groups. They can be offered by a business area or product category, or by a specific B2C product brands.

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

Naming principles: There are no specific guidelines for the name of the service except that it should differentiate the actual service and its desired associations. Writing SCA in front of the digital service’s name may often be relevant.

Logo when the service is offered by a business area or product category: The logo follows the guidelines for B2C product brands. Use the font that best communicates the desired position of the digital service. If SCA is used in front of the digital service’s name, the SCA wordmark is removed from the corporate logo (without symbol).

Logo when the service is offered by a B2C product brand: The logo is developed in accordance with the specific B2C product brand’s identity, and follows the guidelines for B2C product brands.

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

Visual principles: Refer to the section “B2C product brand.” 

 

Logo

These guidelines apply when developing a new visual identity for existing B2C product brands, or for completely new B2C product brands.

New B2C product brands or updated identities are always developed in consultation with Group Communications.

Logos for B2C product brands have less restrictions than logos at B2B level, to ensure relevant distinctiveness. B2C product brands can be named as follows:

• Product name

• SCA product name

 

In both cases, the product name is written in the font that best communicates the desired positioning.

If SCA is used in front of the product’s name, the wordmark is removed from the corporate logo without symbol. In which case, the wordmark must be placed in front of the product’s name, so that the name appears correctly.

“SCA” must never be placed as a descriptor in relation to the product name.

If SCA is part of the name, both SCA’s wordmark and the product name are set in the same primary color.

The size and placement of SCA in relation to the product’s name is determined individually for each B2C product brand. The SCA wordmark must never be less than 30% of the total height of the logo. SCA + product name must appear as a single wordmark, where SCA is distinctive.

The placement of SCA in relation to the product’s name is also determined individually for each unit, to avoid using names that are far too long.

SCA’s corporate logo always serves as the sender and seal of approval in all communication.

The example below shows a typical example for B2C logos, but does not illustrate any general principle for all B2C product brands.

 

Typical example

 

 


Left-aligned.


Secondary profile color.


SCA must always be placed in front.


SCA wordmark must always be used.

 

Note – B2C digital services
B2C digital services offered by a business area or product category follow the guidelines for B2C product brands on the following pages. Names and logos for digital services are always developed in consultation with Group Communications.

B2C digital services offered by a B2C product brand follow the specific product brand’s identity and guidelines

 

Logo placement

The product brand’s logo is the sender, but the corporate logo must always be present as a seal of approval.

The product brand’s logo is placed where it has the most powerful communicative effect, but never close to SCA’s corporate logo.

The product brand’s logo must always be 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


Mood image


Portrait

 


Digital product image

 


Mood picture 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.

 

Layout

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

 

Typical example applications

 


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


Flyer: SCA’s corporate logo not visible on the front.

 


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

 

Toolbox examples


 

B2C 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.

Please remember, B2C digital services are currently under development and this chapter will be updated. SCA Skogsvinge is one example of a B2C digital service.