The Lantmännen colour scale

Together with logotypes and typefaces the colour scale is what creates recognition. Lantmännen uses a green colour scale. Green stands for many positive values such as natural, sensitivity and harmony and green gives a sense of a sprouting development.

Logo green

Our main color is locked to our symbol and centrally determined element.

The green colour scale
All of Lantmännen’s communication is based on the green colour scale, which consists of a green primary colour and five supporting identity colours.

Primary green
From our palette, we mainly work with the darkest shade, it is the one we primarily use to work in green as our color.

Function colours
The green colour scale is complemented by three colours with specific functions.

• A blue colour kick that is used e.g. to accentuate and highlight a graphic element. It should not be used as a background colour or overpower the green in a layout.
• A sand coloured background colour for e.g. solid colour areas.
• A grey text colour that can replace 100% black text where the latter is perceived as contrasting too strongly with the background.

Colours for information graphics
This colour scale may only be used for information graphics, not in layouts as primary color.

We use the dark green shade in our palette as the identifying color. We reduce the use of the logo green to just the symbol and for individual elements that have a specific Lantmännen connection or must be clearly distinguished.

The distribution of the overall impression of our colors can be distributed like the picture to give a light and airy impression, where dark green is the supporting color and our logo green color becomes a distinct accent.

Here you see examples of our colors in print. Please read more about the colors we use in the statistics in the example in the section Color for information graphics.

We create the green and budding impression by combining the green colors with each other. Make sure a good contrast and readability by choosing color pairs at least two steps apart in the color scale.

Read more about how to create and use text tiles in the section "Applications" and look at "Design elements".

By using colour with transparency, we can insert larger green areas in a layout without making it seem flat. This also contributes to an impression of a multilayer layout - “layers on layers”.

For studio photo shoot we have a guideline how to add the green color in a suitable way. Read more about it here