The SCA corporate brand must always be the sender, but product brands have varying needs for their own positioning and visual identity to resonate with various target groups.

Level 1, Corporate brand

Our SCA corporate brand is the sender and seal of approval for all operations and communication.

 

Level 2, B2B product brands

B2B product brands have a clear connection with the corporate brand. They proceed from the corporate visual identity and have their own logo based on this identity. It is also possible to further differentiate their position using a unique color palette and selection of images.

 

Level 2A, B2B digital services

B2B digital services can be offered by a business area or product category, or by a B2B product brand. Digital services from a business area or product category have a clear connection with the corporate brand, and proceed from the corporate visual identity. Digital services from a B2B product brand proceed from the relevant product brand’s identity.

 

Level 3, B2C product brands

B2C product brands develop their own logos to create relevance for specific target groups. The visual identity framework for B2C brands is less restrictive than for B2B product brands, but B2C brands must always have a clear connection with the SCA corporate brand.

 

Level 3A, B2C digital services

B2C digital services can be offered by a business area or product category, or by a B2C product brand. Digital services from a business area or product category proceed from the visual guidelines for B2C product brands. Digital services from a B2C product brand are based on the relevant product brand’s identity.