Color
Together with our logo and font, the color scale is the core of our identity and creates recognition for the viewer.
Color Circle
We mainly work with the darker green color in our palette. It provides a good contrast to the content and allows our primary green color, used in the logo, to stand out better.
Too large surfaces with green are easily perceived as "heavy", therefore the green color needs to be balanced by a greater proportion of white and sand in digital channels. Use the color circle here as a rule of thumb.
Primary identity colors
Dark Green - #1E6E37
All Lantmännen's communication is based on the green color scale. Try to find a balance so that the green color is always visible in all views while not taking over completely. In Lantmännen's web framework, the darker green color is used more.
The dark green is used in the global menu and as a tone plate it provides a good contrast to white text. Also used as H1 (headline 1) on both white and sand light
White - #FFFFFF
White is used liberally to give air and create good focus to all graphic elements. White gives a sense of calm and separates surfaces from each other to avoid a cluttered impression and to be able to group contents. White is also used as headings on green tone plates.
Support colors
Sand - #ECE2D6
The sand colored one is used in three different tones where "Sand light" is mainly used. For example. to tone plates to group and highlight content. It should not take over green or white in a layout.
Sand Light - #F4EEE6
Sand-colored is used as support in the form of underlying tone plates and to group content.
Sand Dark - #E2D4C2
"Wet sand" is used in the few cases where dividing lines are needed.
Primary Green - #23A73F
An adaptation of our primary green color has a limited use today but can be used for smaller graphic details or information graphics.
Text color
Charcoal - #201E1A
For text color, a mixed black color, Charcoal, is used, which is dark but not completely black to give a softer impression than completely black.
Charcoal is used for all text except H1s in order not to "wear out" the green that Lantmännen is associated with and to make room for colorful imagery and pictograms that largely include green.
See our basic colors under Graphic building blocks.
Dividing lines
In order for the experience of dividing lines to be similar, three color values are used which are adapted to the background color they lie on.
White background - #D6D6D6
Sand colored background - #D4CEC4
Green background - #7C9E87
Area of use
Example: Lantmännen dark green
Our dark green color is used for the border on the page header, colored blocks and for details such as links, buttons, etc. It is the most frequently used color.
We use our dark green color for H1 headings. It provides good contrast as a tone plate for white text. Also used as H1 on both white and sand colored. The dark green must also be used as a link color wherever it is not used as a tone plate instead, with white text.
Example: Sand light
Sand-colored is used as support in the form of underlying tone plates and to group content.
Example: Charcoal for headlines and text
With a gray color mix of our own, we give headings more black that stand out and stand out clearly on the pages. In body text, the texts become more distinct and easier to read.
Charcoal is used for all text except H1s in order not to "wear out" the green that Lantmännen is associated with and to make room for colorful imagery and pictograms that largely include green.