Visual identity

The graphic manual is a key tool for Malmö University: it describes the structure of our graphic profile and contains rules, templates, and examples that ensure correct and consistent application of the graphic profile.

The manual is crucial for maintaining the University's visual identity and brand strategy. The graphic profile, with the logo at its centre, is the clearest representation of Malmö University. To ensure a consistent and professional impression, it is of the utmost importance that the guidelines in the manual are followed.

The graphic profile has been ratified by the Vice-Chancellor and is an important part of the University's work to strengthen its brand. By following the guidelines, we ensure that Malmö University appears as a clear and consistent sender in all communication.

Visual components

Logo

Colours

Typography

Illustration style

Illustrations complement and serve as an alternative to photography, helping us visualise things that can be difficult to capture in images. Our illustrations are based on simple objects that are used as graphic building blocks. They can be used to reinforce and clarify messages in photographs, but also work well on their own.

Our visual expression is based on three distinct graphic elements:

  • “Stickers” with halftone and outline
  • Simple illustrations, known as “doodles”
  • Paper texture, which adds depth and an imperfect feel
Doodles.

Klistermärken.

Visual language and film

Studenter väntar mellan föreläsningar.

Our images should represent Malmö University and communicate that we are a modern, committed, and professional educational institution.

Filmtitel.

Films and live broadcasts are mainly produced by Malmö University's media production department, but in some cases may be created by external parties.

Promotional products

Like all other communications, promotional products must clearly represent Malmö University’s brand – both in the choice of products and in their design. We therefore choose products with great care and refrain from producing a product if there are no alternatives that satisfactorily reflect our brand.

We use environmentally friendly and ecological alternatives as far as is possible.

We strive to use our profile colours in all products. We use red, purple, and turquoise with a white logo on items such as tablet cases, stickers, badges.

If the exact colours are not available, we choose as follows:

  • natural coluor with white logo,
  • gray/silver/transparent with white logo, or:
  • white with red/black logo.

Profile products

Profilkläder med logotyp.

Profilkläder med budskap.

Examples of orders

Affisch.

Examples of posters with and without coloured fields at the bottom. With coloured fields, the frame can be attached at the top edge—the left side should line up with the top edge of the frame. Without coloured fields, the message can be placed freely. Subheadings can be placed directly on the image in white, black, or one of the primary colours.

Exempel på annons.

Advertisements often appear in cluttered contexts where our communication tends to be dominated by one colour for better visibility and effect. The web address, always without the www prefix, should be distinguished from other text so that it is always easy for the reader to find.

Bokmärken.

There are two types of bookmarks: one with the logo at the top and one with the logo at the bottom on a coloured plate. The upper variant gives an open expression, the lower one a more structured one. Keep the message clear and the text short for best readability and visual impact.

Omslag.

The brochure cover should be clear, consistent, and follow the graphic profile. Use a strong image or a clean colour field as a base, complemented by a short headline or message. The logo should be placed according to the guidelines, and the amount of text should be kept to a minimum for a professional and accessible look.

Platsannonser.

There are two types of job advertisements: a template version focusing on the position and sender, where a profile colour is used for clarity and visibility, and a freer version for services that require a more specific description and customized design.

Rollups.

General roll-ups are two metres high. They can be ordered in all profile colours. For messages or information, a horizontal logo is used. Faculty names are written without a frame. Short messages can be placed in a frame on the image. If there is no space for the logo on the image, a coloured background is used behind it. Other content is placed in the lower colour field.

Contact

For questions about Malmö University's graphic profile, please contact the Communications Department.

kommunikation@mau.se