Correct and consistent use of the logotype is crucial to unify and strengthen all communications from Swedish Match. The design of the logotype includes a specific typeface and defined proportions which may not be changed. The logotype may never be used in body text. Logotypes can be downloaded for reproduction, click Download logotype in the right hand column.

Please note that the stars are an integral part of the design and may not be removed! However, they may be used alone in some contexts, but must never replace the logotype as a sender identification. For more information,  "The stars as graphic".

The color of the Swedish Match logotype is PMS 295 according to PANTONE®* Matching System. The blue logotype should be placed on a white background. This is the original feature of our logotype! However, in certain cases, we need to adapt to given circumstances. Therefore, there are a few options to chose from.


The Swedish Match logotype should be printed in PMS 295 according to PANTONE®* Matching System on a white background. This is the original feature of our logotype!

The second best alternative for our logotype, is when the colours are reversed, eg. a white logotype on a blue background (PMS 295) .

Only if it is impossible to print the logotype in the above colors, a black or white logotype should be used. At all times, the highest contrast possible should be kept between logotype and background, e.g. a black logotype on a white (light) background, or a white logotype on a black (dark) background (see below).

In exceptional cases the logotype may be blind-embossed or cut out of metal or other materials in order to achieve a more exclusive effect. In these cases, the color of the logotype is determined by the material used.