The corporate brand unifies us internally and generates greater impact in contacts with external stakeholders. The Swedish Match brand is the bearer of our values, and it should therefore be cherished and carefully nurtured. This manual is intended to help you do so.

All Swedish Match businesses are organized in one global corporate structure. To visualise this to our stakeholders, we need to communicate a consistent corporate identity. A corporate identity enables us to promote a unified global image and a strong global corporate profile.

To maintain the corporate identity, we rely on two fundamental frameworks. One is the corporate brand franchise. The other framework consists of the guidelines for the visual identity of our corporate brand. These are mandatory "rules of the road" that we all have to follow when we use our company's graphic symbols - in all applications within our total business environment.

The guidelines enable us to be consistent in our communication. Any exceptions to them must be approved. The guidelines are principles and its up to you to put them into practice - the responsibility is yours!