We pick up our color scale where we come from, from the fields and their color variations.
The impression of Lantmännen should be green, preferably in different shades. In the graphic identity, the primary green color is framed by five lighter and darker supporting green colors.
When photographing, we add two more shades to Lantmännen's palette, a darker green and a new light green. The new complementary colors are a calm visual base that gives the motif justice and complements and harmonizes with our identity colors.
Shown here:
You will find all color codes for Lantmänne's profile colors
here.
The selected colors for backgrounds, backgrounds, etc., provide sufficient contrast to the sprout in the logo.
The light color is also so dark that it provides sufficient contrast to the white word picture in the logo or text set in white without the need to add outline or shading to the text.
Backgrounds / underlays in the complementary colors must always be easily accessible for photography.
The NCS codes on this page must be used when creating backgrounds or as a color comparison if necessary.
Color code
Sketch of how the colors of photo backgrounds relate to the green identity colors.
They frame the green palette in a natural way and allow elements of the identity color to pop out with their higher color saturation.
Our origins are constantly present. Even if we take pictures indoors, you want to get the feeling of the outdoors (from field to fork). It can be a shadow on a wall, or a lingering shadow from a window.
The light also enhances the feeling of the food and makes it taste good.
To create variation in Lantmännen's image style, different materials are used based on the green color scale. These are complemented with neutral and natural materials such as stone, concrete, marble and wood.
All materials are tops that could be in a kitchen.
At least one surface must be in a green color, either colored or in a green material.
We want to add a crisp feeling to make the food look extra good. We put a candle that gives a lot of structure so that the food does not feel flat. Use an even sharpness throughout the whole image. The intensity of the colors should be "neutral" for an authentic feeling, not for unsaturated or for saturated colors.
Here are example pictures of the food stylist Elin Åström.
