Welcome to Lantmännen’s Identity Manual

This manual is about the look and feel of our corporate brand, Lantmännen. We will show you how Lantmännen’s design system works and how it is applied to every touchpoint imaginable – from small business cards to large vehicles. We will also show you how to download logotypes and how to order signage, clothing, promotion articles, etc.

Please note that Lantmännen’s document templates for Word, PowerPoint and Excel will meet most needs, unless you are responsible for ordering/producing printed matter, adverts, etc.

Your Accountability as Buyer and Producer

The Lantmännen brand is a strategic asset, both externally in our business relationships and internally as a rallying force. However, the value of the brand is not constant; rather, it is built over time by what we offer, what we say, and what we do. It is therefore important to speak with one voice and act in a coherent, consistent manner. This implies that we all share the duty of maintaining and developing our brand to the best of our capabilities.

If you order/buy adverts, printed matters, signage, etc., on behalf of Lantmännen, you are held accountable for ensuring that our identity elements (such as logos, colours and typefaces) are correctly applied and reproduced. You can never put the blame on consultancies, printing firms, or any other parties!

Before ordering or producing communication and design solutions, you will need to get acquainted with the design rules for our key identity elements (even if you “only” want to use a logo)! In particular, please read the following sections in the manual: Design Strategy, Logotype, and Sender.

If you need to download logos, you will be required to register as a user and supply us with your physical address. We will then send you standard colour cards (i.e., colour samples)  to help you and your suppliers check that logos, colours and other identity elements are correctly reproduced. We will also keep you posted with news and updates regarding the identity manual. To register, see “Registration” (top menu).

If you produce and deliver Lantmännen’s communication and design solutions (the producer is typically a designer working internally at Lantmännen or externally for a consultancy or printing firm), you are held accountable for:

  • following the rules laid out in the Identity Manual,
  • using the correct version of Lantmännen’s logotype (depending on media, printing method, etc.),
  • using the correct version of Lantmännen’s typefaces (depending on application), and
  • using a standard colour card to check and revise design solutions and proof prints.

If you have any questions, please send a message to identity@lantmannen.com. See also “Direct contacts” (left menu) for additional contact information.