The Invest in Skåne way

Brand Book Version 01. 2022

table of contents

Who we are & what we do 3 Core values 4 Vision 8 Mission 9 Our goals 10 The people of Invest in Skåne

Sustainability 12 Our offers to clients 14

Sweden & Skåne 16 Sweden 17 Skåne’s strengths & postion

Visual guidelines 25 Applications 32

Who we are & what we do Invest in Skåne is the official trade and investment promotion agency for the southernmost part of Sweden. As part of Business Region Skåne, owned by the regional government Region Skåne, our mission is to enhance the internationalisation of the region and position Skåne as a world-class region for business, research, innovation and quality of life. We do this by helping international companies invest and expand in the region; local companies find international partnerships and grow global sales, and attracting valuable talent to the region, securing a skilled, diverse and competent workforce in Skåne, and the Greater Copenhagen region.

Core values Invest in Skåne has a mission that has a positive impact on society and contributes to the sustainable development and growth in the region of Skåne. In line with our mission, we maintain a set of core values centred around the key words professionalism, commitment and creativity. These words guide us in our daily work and creates a corporate culture promoting personal, organisational, and regional development.

BRAND BOOK / WHO WE ARE & WHAT WE DO

we are professional At Invest in Skåne, we are reliable, savvy and deliver high quality services. We show respect for our colleagues and partners by giving feedback in time and implementing that which we have undertaken. We have a clear and consistent communication that radiates credibility, and are meticulous with details that strengthen the overall impression of us. We maintain efficient and structured processes, always look at the bigger picture and can override personal preferences to find the best solutions for our customers, the region and our own organisation. We, of course, also follow internal guidelines, as well as the required laws and regulations at work.

BRAND BOOK / WHO WE ARE & WHAT WE DO

we are committed We take ownership of our key areas by building competence that creates engagement among our customers and ourselves. We demonstrate our commitment to Skåne, what we do and the value of our work by being present and listening with interest to our customers, partners and each other’s ideas. We are unpretentious, support each other and share knowledge, skills and networks. Gender equality, inclusiveness and work-life balance for all employees are important to us.

BRAND BOOK / WHO WE ARE & WHAT WE DO

we are creative Creativity is one of the cornerstones of our work and we allow time for reflection, new ideas and initiatives. Invest in Skåne is a learning organisation where we dare to try new things. We continually learn from our experiences and embrace opportunities to grow, develop and improve. We present and implement ideas in our teams, at company level, to our customers and partners in order to develop the business and reach our common goals. All employees are encouraged to speak up, regardless of position, and to give each other valuable feedback. Invest in Skåne offers freedom with responsibility, an important pre-requisite for creativity.

BRAND BOOK / WHO WE ARE & WHAT WE DO

Vision Skåne as the first choice for international business, sustainable development and innovation

BRAND BOOK / WHO WE ARE & WHAT WE DO

Mission To enhance the internationalisation of the region and position Skåne as a world-class region for business and quality of life.

BRAND BOOK / WHO WE ARE & WHAT WE DO

Our goals Position the region as an attractive business hub.

BRAND BOOK / WHO WE ARE & WHAT WE DO

Attract strategic greenfield investments.

Internationalise Skåne’s business community.

Attract international capital and expand and retain business in Skåne.

The people of Invest in Skåne The people at Invest in Skåne are experienced business professionals with expertise in Skåne’s largest industries and key sectors. Spanning over the past 12 years, we have assisted approximately 250 international companies invest or establish operations in the region, and helped local companies land approximately 340 international trade agreements. In 2020, our work promoting investment and trade contributed to 31 international agreements. The international companies we’ve helped invested capital worth approximately SEK 90 million in Skåne in 2020. As a result of the international agreements, approximately 118 jobs were created in the Skåne region in 2020. As the member organisation of Enterprise Europe Network (EEN) in southern Sweden, we act as regional representatives. EEN connects more than 600 other organisations and agencies in over 60 countries. It’s the largest international support network for small and medium-sized enterprises.

BRAND BOOK / WHO WE ARE & WHAT WE DO

Sustainability We aim to drive sustainable development throughout all our activities. We strive for positive impact on the environment, people, society and the economy. Our organisation will have a dual task in sustainability: to educate and to practise internally for the sake of improving our own performance, but more importantly to challenge and advise the companies we work with on how to improve their sustainability and encourage them to make a positive impact on the world. As of June 2020, Invest in Skåne is a member of the UN Global Compact and we are proud to support its Ten Principles with respect to human rights, labour, environment and anti-corruption. Skåne has already come far in the sustainability movement and offers ideal opportunities for companies wishing to improve their environmental footprint. From Invest in Skåne’s perspective, we can contribute to this movement by focusing our export service on delivering gamechanging technologies and know-how to the world, and proactively targeting international companies who make an impact on sustainability for greenfield investments. As a long-term goal we should challenge ourselves to contribute to make Skåne both a hot spot for sustainable solutions and a forerunner in delivering solutions to the world.

BRAND BOOK / WHO WE ARE & WHAT WE DO

Our offer to clients We help international companies invest and expand in the region, and local companies find international partnerships and grow global sales. We are publicly funded and do not charge for our services.

BRAND BOOK / WHO WE ARE & WHAT WE DO

Investment services If you’re a foreign company, we can help you establish and expand in Skåne.

Help you to successfully establish your business and reduce time to market by offering hands-on support in business registration, local regulations, and visiting programmes.

Assist you with customised industry data and benchmarking analysis of Skåne to inform you on the latest business opportunities available.

Help to identify cutting-edge start-up companies in Skåne looking for partners, as well as the right local talent your company needs.

Guide you in exploring the Skåne region’s infrastructure and fully understand the site selection process, including access to detailed data.

Offer you customised support to expand your presence in the region if you’re already established in Skåne.

Help you identify investment opportunities relevant for your business.

Trade services If you’re a Skåne-based business, we can help you grow your company with international opportunities.

Help you find potential manufacturing partners.

BRAND BOOK / WHO WE ARE & WHAT WE DO

Assist you in identifying distributors in new markets.

Advise you on financing for international expansion.

Provide you with innovation management services.

Sweden & Skåne

Sweden

- One of the best countries for business Sweden ranks second in the world for English skills and has earned its top position as one of the world’s best countries for business, thanks to its distinguishing business climate based on openness and easy access. All of the above adds up to a region offering a world-class business environment that is more cost-effective to operate in while still connecting you to international markets. Skåne takes Scandinavia’s transparent and non-hierarchical business tradition to another level. A relaxed environment, loyalty and trust set the tone for business relationships. Corruption is conspicuously absent. A healthy employment rate, strong level of female workforce participation and non-hierarchical management style are all key ingredients. Together with a strong work ethic and creative mindset, this results in a winning combination.

BRAND BOOK / SKÅNE & SWEDEN

Skåne’s strengths & position Skåne, the southernmost part of Sweden, is one of the most dynamic areas in Europe for groundbreaking science and technological innovations. With 1.4 million people, the region is one of the largest labour markets in all the Nordic countries and one of Europe’s most expansive knowledge-based economies. We have significant industry clusters in tech, life science, advanced materials, food and smart sustinable cities, and universities cooperating closely to create world-class innovations in all these fields. Connected by the iconic Öresund Bridge, Skåne is part of the Greater Copenhagen region – a vibrant melting pot consisting of 4.4 million people. Located at the meeting point of Scandinavia and Northern Europe, Skåne offers an entry point and swift access to a market of 450 million people.

BRAND BOOK / SKÅNE & SWEDEN

Strategic location Skåne is where Sweden meets Denmark and Scandinavia meets the world. The proximity to Copenhagen, with its major international airport and a potentially large labour market on the other side of the sound, presents great opportunities. The region offers all the assets your business needs to thrive and grow. The presence of national key industry champions like Tetra Pak, Alfa Laval, Trelleborg, Peab, Axis Communications and the international HQ of IKEA supports a robust and highly diversified economic structure. Companies in the region look instinctively to global markets. A world-class network of international air, rail, road, and shipping links puts major markets within simple reach. Malmö, Skåne’s largest city, is strategically situated just 20 minutes from Copenhagen International Airport across the iconic Öresund Bridge. Hamburg is less than five hours away by road and just 50 minutes by air.

BRAND BOOK / SKÅNE & SWEDEN

Innovation leader Skåne is part of a country that’s overall tech-savvy and, along with its thorough adoption of digitisation in the last few years, the region is highly ranked for innovation and business. Sweden was most recently named the top country on the 2021 EU Innovation Scoreboard and the 2020 Network Readiness Index. It was ranked number 2 on the 2020 WIPO Global Innovation Index, as well as the 2019 IMD World Talent Ranking and the Forbes’s Best Countries for Business list of 2018. The region itself has a rich history of pioneering invention and innovation. Both Bluetooth and the world’s first portable phone were invented in Skåne. Today, Skåne is rife with innovators in various tech industry sub-sectors like software development, hardware and network solutions, internet of things, artificial intelligence, and big data. The area is also associated with cutting-edge technology thanks to two state-of-the-art research facilities: Lund’s MAX IV Laboratory, providing tools for material analysis using the strongest X-ray light in the world, and European Spallation Source, currently under construction in Lund, and which will be and the world’s most powerful neutron source when it opens in 2026.

BRAND BOOK / SKÅNE & SWEDEN

A collaborative ecosystem Skåne is situated within one of the most knowledge-intensive areas in all of the Nordic countries. That extensive expertise is harnessed for collaboration via Sweden’s fostering of the quadruple helix model of innovation in public policy, which creates touch points between academia, industry, government, and civil society, which enables efficient economic and social development. The region’s unique infrastructure has allowed it to serve as a fertile testing ground for researchers and developers from around the globe. It is also one of the core reasons why the innovative landscape in the region is expanding. The urban renewal project H+ in Helsingborg and the advanced research facilities MAX IV Laboratory and the European Spallation Source (ESS) in Lund are prime examples of new initiatives that contribute to the local ecosystem and present new opportunities for investment.

@ Melker Dahlstrand/imagebank.sweden.se

BRAND BOOK / SKÅNE & SWEDEN

Exceptional quality of life Where in Europe can you commute from a demanding job in an international city to your home in a quiet suburb in just 15 minutes – by bicycle? In cities like Malmö, Lund and Helsingborg, such quality of life and convenience is normal. Pristine beaches, world-class architecture, picturesque countryside and Michelin-starred restaurants combined with clean streets and high-tech urban planning create a highly liveable environment. Employers and employees alike put high value on work-life balance. Generous state-funded parental allowances, subsidised childcare and high-quality state schooling all play their part in making the region a great place to bring up children.

BRAND BOOK / SKÅNE & SWEDEN

Sustainability As a region, Skåne is working towards two regional targets: fossil-free energy use by 2030 and a challenging, but realistic, goal to be the most innovative region in the European Union by the same year. And we are well underway. In the 2020 EU Innovation Scoreboard, Sweden ranked number 1.

BRAND BOOK / SKÅNE & SWEDEN

Highly international Two of Skåne’s great strengths are its youth and diversity. The region is home to almost 200 nationalities – a global village that welcomes all newcomers, regardless of background. Its young, diverse and driven population with a strong appetite for technology makes the region a popular test bed for new products and a natural magnet for innovative businesses from around the world.

BRAND BOOK / SKÅNE & SWEDEN

Visual guidelines

Logotype Invest in Skåne’s logotype follows the design of Business Region Skåne and its sister companies. The logotype is the center of our communication and must always be presented when our brand is communicated. Our primary logotype contains of the company name and payoff. The primary logotype should be used whenever possible. Logotype without payoff shall only be used in cases where the payoff loses its readability.

Primary logotype

Seconday logotype

Positive

Negative

We use positive vs negative logotype depending on background. On white and light solid background, the positive logotype must be used. On dark and imagery background the negative logotype are prefered to be used. In printed material where colours is not a possibility we use the greyscale logotype.

Greyscale

You find the logotype here

BRAND BOOK / VISUAL GUIDELINES

Corporate colours We have six primary colours. These colours provides a calm expression and work as a foundation for the company. When adding the secondary colours the communication gets bolder. In addition to these colorful shades we have three basic colours which contains of three shades of grey.

Primary

Secondary RGB 202 / 76 / 18 HEX #CA4C12 CMYK C 0 / 83 / 99 / 4 CMYK U 0 / 85 / 100 / 9 Pantone C 173 Pantone U 2349

RGB 44 / 44 / 44 Hex #2C2C2C CMYK C 65 / 66 / 68 / 82 CMYK U 100 / 48 / 28 / 73 Pantone C 419 Pantone U 5463

RGB 255 / 207 / 2 HEX #FFCF02 CMYK C 0 / 5 / 100 / 0 CMYK U 0 / 9 / 100 / 0 Pantone C 109 Pantone U 109

RGB 207 /204 / 204 HEX #CFCCCC CMYK C 14 / 12 / 11 / 0 CMYK U 14 / 12 / 10 / 0 Pantone C 2330 Pantone U 2330

RGB 255 / 245 / 197 HEX #FFF5C5 CMYK C 1 / 1 / 29 / 0 CMYK U 0 / 1 / 28 / 0 Pantone C 7499 Pantone U 7499

RGB 248 / 248 / 248 HEX #F8F8F8 CMYK C 14 / 12 / 11 / 0 CMYK U 14 / 12 / 10 / 0 Pantone C 179-1 Pantone U 179-1

RGB 16 / 79 / 84 HEX #104F54 CMYK C 89 / 25 / 38 / 54 CMYK U 100 / 27 / 30 / 56 Pantone C 7476 Pantone U 3165

RGB 53 / 91 / 128 HEX #355B80 CMYK C 84 / 61 / 7 / 21 CMYK U 100 / 54 / 2 / 34 Pantone C 2140 Pantone U 2187

RGB 141 / 0 /76 HEX #8D004C CMYK C 0 / 100 / 14 /38 CMYK U 31 / 100 / 31 / 29 Pantone C 235 Pantone U 221

RGB 107 / 190 / 159 HEX #6BBE9F CMYK C 53 / 0 / 45 / 0 CMYK U 50 / 0 / 51 / 0 Pantone C 2247 Pantone U 345

RGB 138 / 174 / 198 HEX #8AAEC6 CMYK C 46 / 20 / 4 / 1 CMYK U 49 / 13 / 7 / 2 Pantone C 4149 Pantone U 2205

RGB 141 / 0 / 76 HEX #8D004C CMYK C 0 / 100 / 14 /38 CMYK U 31 / 100 / 31 / 29 Pantone C 235 Pantone U 221

RGB 189 / 223 / 210 HEX #BDDFD2 CMYK C 25 / 0 / 14 / 0 CMYK U 24 / 0 / 13 / 0 Pantone C 566 Pantone C 566

RGB 202 / 230 / 249 HEX #CAE6F9 CMYK C 20 / 3 / 0 / 0 CMYK U 18 / 5 / 0 / 0 Pantone C 545 Pantone U 2707

RGB 237 / 107 / 162 HEX #ED6BA2 CMYK C 0 / 72 / 1 / 0 CMYK U 0 / 77 / 5 / 0 Pantone C 2038 Pantone U 212

BRAND BOOK / VISUAL GUIDELINES

Basic

Typography Primary fonts Rude Condensed and Bliss are our primary fonts and are used in all our internal and external communication for printed and digital production. Bliss is avaiable in two weights - Regular and Bold.

BRAND BOOK / VISUAL GUIDELINES

Typography Microsoft Office In our daily work within the Microsoft Office and Key Note programs we use Calibri to ensure compatility between different applications. Calibri is available in two weights - Regular and Bold.

Typography webb On our website we use Rude Condensed in headings and Open Sans in subheadings and bodytext.

BRAND BOOK / VISUAL GUIDELINES

Icons We use icons to explain complex processes and situations or to clarify the context. To maintain the modern look we use outlined icons which have a clean and simple design. Icons should not be used as decorative elements nor as logos. The icons can be used in all company colours. It is important that the readability doesn´t get affected in a negative way.

BRAND BOOK / VISUAL GUIDELINES

Brand platform / imagery

Images It is important that Invest in Skåne’s images reflects an authentic and lively environment where professionalism, commitment and creativity exists. The visual appearance of the images are vibriant and crisp in both composition and colour. You find the imagebank here

BRAND BOOK / VISUAL GUIDELINES

Applications Here you´ll find a selection of applications based on our visual guidelines.

BRAND BOOK / VISUAL GUIDELINES

Office artefacts

Report template

To maintain the visual design in Microsoft Word, we have a template. This templates shall be used when ever possible if you are to write a raport or a letter. You find the templates here Our business card follows a simple design which contains our logo and contact information. If you need to order your personal business card, please contact victoria.e.hansson@skane.com

Business card

BRAND BOOK / VISUAL GUIDELINES

PowerPoint presentations To maintain a corporate look we use a PowerPoint template for our presentations. It consists of corporate colours, typefaces, graphical element and pre-defined slides. You find the template here

BRAND BOOK / VISUAL GUIDELINES

Social media The visuals for social media have a modern and graphical design where environmental images are used in combination with typography. Mainly we work with text-based videos.

BRAND BOOK / VISUAL GUIDELINES

Exhibition material Exhibition material follows the same design as other materials. Focus is on simple typography, images, solid colours and icons. Here you can see exmaples of our exhibition materials.

BRAND BOOK / VISUAL GUIDELINES

Invest in Skåne is the official trade and investment promotion agency for the southernmost part of Sweden, Skåne.

In collaboration with C

CMY

Webb Here you can see our website, which follow the same interface and grid as Business Region Skåne.

BRAND BOOK / VISUAL GUIDELINES

Sender In emails, we use the signature structure to the right in Arial typeface with 10pt (letter size).

-Kind regards / Vänliga hälsningar

Email victoria.e.hansson@skane.com to ensure you have the correct email signature.

Mobile: +46 123 45 67 89 Phone: +46 40 12 34 567 email@skane.com

Namn Namnsson Titel

Invest in Skåne Dockplatsen 26 205 25 Malmö, Sweden www.investinskane.com Follow us on: linkedin | facebook | twitter

BRAND BOOK / VISUAL GUIDELINES

Hierarchy

Invest in Skåne as primary sender

It is important that Invest in Skåne and our coorganisations are communicated in a clearly way. When Invest in Skåne is the primary sender our logo should be placed to the right with space to the cohosts. Projects where Invest in Skåne is at the same hierarchy as the other organisations, e.g. SSI, it is important that Invest in Skåne’s logo is placed first, followed by the other logos. All logos should have the same optical hierarchy.

BRAND BOOK / VISUAL GUIDELINES

Co-projects with equal hierachy

invest@skane.com www.investinskane.com Dockplatsen 26 in Malmö, Sweden