Welcome

to Nordnet.

Welcome to the home of the Nordnet Brand – an open platform where you will find everything about our identity. Get to know our purpose and values and take a look at the elements we are using to make our brand come alive.

The Brand.

Nordnet was born in 1996, from an idea as simple as it was revolutionary: To take trading out of bricks and mortar branches and offer it online, giving ordinary people the power to grow their savings on their own terms.

Through the years, we grew outside Sweden to help customers save better in Norway, Denmark and Finland. Living up to our name as a digital platform for all the Nordic countries.

We added derivatives, international markets, and built a fund supermarket. We launched a modern private banking offering, digital advisory services and were the first bank in the Nordics to take trading from desktop to mobile. We paved the way for flexibility and cost efficiency within pension savings, and created the unique investment community Shareville. The list goes on.

All this is accessed on a constantly evolving platform, where usability and simplicity is at the core. We are always transparent, with no hidden fees or complexities in the fine print. But first and foremost, everything we do, we do to drive better returns for our customers. We are as passionate about them as we are about our company or savings in general. Because what is good for our customers, is good for us.

We continue to challenge structures and enable growth, by building the best platform for savings and investments. Our founding principle of democratizing savings and investments drives us to this day.

And if there’s one thing we’ve learned, it’s this: becoming rich is not a goal in itself. It is about independence, security, realizing your dreams and taking control of your financial future.

Purpose.

Why we exist.

We democratize savings and investments.

Through innovation, simplicity and transparency, we challenge traditional structures, and give private savers access to the same information, tools and services as professional investors.

Aspiration.

Our long-term goal.

#1 choice for Nordic savers and investors.

Our aspiration is to become the number one choice for savers and investors in the Nordic region. To achieve this goal, we must always continue to challenge and innovate, keeping user-friendliness and customer satisfaction at the top of the agenda.

Brand promise.

What we promise our customers.

Building the best platform for savings & investments.

Through leading UX, cutting-edge financial products, automated and inspiring customer journeys as well as passionate staff, we are building the best platform for savings and investments – enabling higher returns.

Values.

What we believe in.

1. Passion.

Nordnetters lean forward and walk the extra mile to inspire loyalty and satisfaction among colleagues and customers.

2. Simplicity.

We believe that easy-to-use products, straight to the point communication and modern ways of working create engagement and activity.

3. Transparency.

By telling it like it is and being open externally as well as internally, we build trust and a sense of inclusion.

Our logo.

Our logotype is the most important graphic element as its main function is to act as sender for all our activities and can always represent our brand on its own. It is developed to always strengthen the brand perception and provide a direct visual recognition.

Symbol.

Nordnet is about growth, helping people grow financially and making investments accessible. It’s easy, not complicated. Our symbol for growth is just as easy. It resembles a line graph curve forming the letter ”N”, short for ”Nordnet”.

Wordmark.

Nordnet

The wordmark is based on our typography, Nordnet, creating a strong identity DNA throughout all our communications.

Our wordmark is always used along with the symbol. Though it can be separated horizontally when the context allows to.

Logotype.

The logotype is the most important graphic element. It’s main function is to act as sender for all activities and should always be able to represent the brand on its own. It is developed to always strengthen the brand perception and provide a direct visual recognition.

Primary version
Used for all our communications as long as the word mark is legible.

Secondary version
Used for small surfaces or formats where legibility of the wordmark of our primary version is limited or the composition is strengthened by the secondary version.

Size and proportion.

The logotype and the symbol should in general be used in rather large sizes.

Minimum widths of the different versions of the logotype.

Placement of the logotype.

The logotype is allowed to be placed with great freedom in a layout. The free placement creates great opportunities and simplifies handling in relation to other elements, but it is essential that the logotype has sufficient free space towards other elements to not be misinterpreted as part of the sender.

When placing the logotype, manage the background image, title and any other texts. The logotype should always be positioned so that good contrast and generous clearance to other elements are achieved.

The logotype should always be placed along a layout grid in balance with other elements.

Typography.

Typography is a main element in our identity, used throughout all touch points. The role of typography for Nordnet is to clarify information in dense environments as well as to create distinct communication.

The Nordnet font is available in 3 weights.

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Nordnet Extra Bold

Nordnet Extra Bold is predominantly used for short headlines in external communication creating contrast, impact and vibrancy. Extra Bold headlines in advertising is an important part of stating and claiming that position. We also use Nordnet Extra Bold for sub headers in small sizes where great contrast is required for legibility.

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Nordnet Bold

Nordnet Bold is used for headlines, subheadings and shorter texts for corporate and more formal communication. It is used where sophistication needs to be stressed and larger amounts of information require visual harmony, making it key in formal and corporate contexts.

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Nordnet Regular

Nordnet Regular is our standard weight for body copy and UX interfaces.

Setting the line height.

Setting the line height correctly for headlines is a key factor in creating impact and to gain the desired visual expression for the brand. Headlines should build a dense black formation – maximizing size and contrast in communication. This is achieved with a tightly set line height.

Big headlines have a tight line height.

Big headlines: Don’t have a standard line height, instead they need to be set as tightly as possible, without letters touching between the lines.

Bold headlines for vibrant communication.

Smaller headlines: Are set with equal line height and font size – in this case 24/24 pt.

Body copy:

Line height for body copy should be adjusted to achieve optimal legibiltiy. The aim is to create a well defined body where the lines are easy to follow. As a rule of thumb, use 120% of the font size.

Example: Qui as moloressus. Ime nis dolupta tempor aut lignima gnihic te lat eos sum que di berum harchil id molorum rem as magniti busapit quamenet ommoloratis que el molore non rae es assequod moditi re iur anda net aute la qui sumquat iossimi ntiosam.

Checklist.

Always left aligned text.
Always upper/lowercase. Not just capital letters.
Work with as few sizes as possible on the same surface.
Use punctuation in headlines.

Same spacing as font size for small headers.
All graphic elements should share the same colour in the layout.
Big headlines should never be longer than maximum three lines.
Use fewer font weights for greater consistency and compliance.

Examples.

Our colour world.

Our colour palette is wide for functionality, differentiation, recognition and contrast. The base is neutral and simple, consisting of white, grays and black to ensure a qualitative expression. Vibrant colours help us to be versatile and to create excitement, to highlight information and contrast the neutral base.

Our colours refer to creativity and energy and give us the opportunity to be functional, but also to communicate with our target groups and to adjust to different contexts and needs.

Primary brand colours

PMS Black 6C
HEX #000000
RGB 0, 0, 0
CMYK 0, 0, 0, 100

01

PMS Black 3C
HEX #282823
RGB 40, 40, 35
CMYK 69, 63, 68, 84

02

PMS Cool Gray 11C
HEX #4B4B46
RGB 75, 75, 70
CMYK 64, 57, 62, 40

03

PMS Cool Gray 9C
HEX #6E6E69
RGB 110, 110, 105
CMYK 57, 48, 52, 17

04

PMS Cool Gray 7C
HEX #A0A09B
RGB 160, 160, 155
CMYK 40, 32, 36, 0

05

PMS Cool Gray 5C
HEX #BCBCB6
RGB 188, 188, 182
CMYK 27, 21, 24, 0

06

PMS Cool Gray 3C
HEX #D7D7D2
RGB 215, 215, 211
CMYK 15, 11, 14, 0

07

PMS Cool Gray 1C
HEX #EBEBE8
RGB 235, 235, 232
CMYK 7, 5, 7, 0

08

PMS 3272C
PMS 3272U

HEX #00F0E1
RGB 0, 240, 225

CMYK
C: 100, 0, 50, 0
U: 100,0,50,0

01

PMS 213C
PMS 226U 

HEX #FF2B83
RGB 255, 43, 131

CMYK
C: 0,100,12,0
U: 2,100,2,0

02

PMS 381C
PMS 388U 

HEX #D2F500
RGB 195, 245, 0

CMYK
C: 22, 0, 100, 0
U: 15,0,100,0

03

PMS 901C
PMS 901U 

HEX #00C8F5
RGB 0, 200, 245

CMYK
C: 100,1,9,0
U: 100,4,10,0

04

The grayscale gives us a high level of sophistication at the core of our brand – and differentiates Nordnet from other banks. Colour accents are added to enhance vibrancy and function and should mainly be used for communicative purposes.

Complementary colours

PMS 7474C
PMS 2231U

HEX #009195
RGB 0, 145, 149

CMYK
C: 97, 22, 45, 20
U: 98,0,28,21

PMS 3025C
PMS 308U 

HEX #01424C
RGB 0, 66, 76 

CMYK
C: 100, 25, 15, 50
U: 100, 33, 22, 30

PMS 7635C
PMS 1935U

HEX #AC135A
RGB 172, 20, 90

CMYK
C: 14, 91, 38, 3
U: 2,97,53,5

PMS 235C
PMS 235U

HEX #78013A
RGB 120, 0, 60

CMYK
C: 20, 100, 11, 41
U: 28,98,0,21

PMS 7740C
PMS 2258U

HEX #3A913F
RGB 58, 145, 63

CMYK
C: 77, 10, 95, 10
U: 70,0,95,10

PMS 553C
PMS 2411U

HEX #023C00
RGB 2, 60, 0

CMYK
C: 80, 21, 79, 64
U: 80, 28, 100, 44

PMS 7684C
PMS 287U 

HEX #385E9D
RGB 56, 94, 157

CMYK
C: 86, 63, 10, 1
U: 98,68,0,0

PMS 2119C
PMS 280U 

HEX #131F4F
RGB 19, 31, 79

CMYK
C: 100, 95, 10, 20
U: 100, 85, 2, 20

The complementary colours consists of muted tones used to created harmony and calm in infographics, and could be used to differentiate categories or similar. For occasions where several colours are needed, the full Nordnet palette can be combined. Make sure that you work with one colour dimension at a time to create harmony, yet making sure the colours contrast each other for clarity.

Note! Always make sure to pick colours that don’t conflict with other colours in the specific context. For instance don’t mix the blue colour scheme with the pink colour scheme. Also make sure to adapt to context and create variation, so we’re not always using the same colour combination.

Functional colours for product development

HEX #FF1900
RGB 255, 25, 0

HEX #00D200
RGB 0, 210, 0

HEX #0046FF
RGB 0, 70, 255

HEX #FFCF00
RGB 255,207,0

Sometimes we need to communicate financial information in a way that is standard to our industry. As a complement to our brand colours, we are therefore able to use the category colours presented to the right. These should not be used unless necessary from an accessibility standpoint, as we already have reds and greens in our brand colour palette.

Note! The category colours are for financial information in our digital products only, and not to be used in other communication or marketing.

Our image tonality.

The image language is important to evoke emotion and tell stories that connects with our audience. The context of imagery, the function and purpose it fills should be put at center stage to ensure variety, quality and economy for future image projects.

Concept.

The image language rest on the idea of truth and simplicity – representing Nordnet in a direct, transparent and authentic way. The images are simple in content and composition but rich in meaning, making room for communicative messages.

The context of imagery and the function and purpose it fills should be put at center stage to ensure variety, quality and economy for future image projects.

Image types.

All images we work with will not be taken with the same purpose and end-use in mind. Some images should be in our image bank for a long time and work for several different departments while others are more documentary or specifically corresponding to a temporary event.

Growth.

”Growth is the backbone of Nordnet and could always represent our business.”

Specific
subjects / portraits.

Images who either are conceptual relating to an important campaign and/or brand-building activities with timeless qualities for long-term use in marketing and representative communication. Should share the overarching visual style of the image concept.

Images that should be sufficiently universal to work with for a long time and be representative of our offer, our people and relevant topics.

Check list

Connect with the message by portraying Growth in a relevant and appealing way.
Let the image tonality represent our passion for investments and savings.
Interpret Growth predominantly as a physical metaphor as it is easy to understand.
Strive to include colour in the image to create impact.
Do not let Growth be a reason not to come up with creative.

Check list

Choose motifs that gives the audience instant understanding of the message, do not over complicate meanings.
Use a variety of still life objects and compositions.
Make sure people connect with the audience by looking into the camera.
Let the character and personality of a person shine through.

Growth

”Growth is the backbone of Nordnet and could always represent our business.”

Specific
subjects / portraits.

Check list

Connect with the message by portraying Growth in a relevant and appealing way.
Let the image tonality represent our passion for investments and savings.
Interpret Growth predominantly as a physical metaphor as it is easy to understand.
Strive to include colour in the image to create impact.
Do not let Growth be a reason not to come up with creative.

Images that should be sufficiently universal to work with for a long time and be representative of our offer, our people and relevant topics.

Check list

Choose motifs that gives the audience instant understanding of the message, do not over complicate meanings.
Use a variety of still life objects and compositions.
Make sure people connect with the audience by looking into the camera.
Let the character and personality of a person shine through.

Moments.

Every day, Nordnet create a large amount of images for ongoing documentation, in- ternal documents or fast communications.

Check list

For occasions when we cannot control quality we may use black/white treatments to align with the overarching image language.
Use perspectives, angles and light to create calm backgrounds if possible.
Adopt a documentary approach, capturing the essence of the activity in an IRL way.
Avoid posing and unnatural expressions.

Checklist.

Use as few elements as possible centered in the image and a clean background area of grayscale.
Use the calm background areas for messages that connects with the motif.
Strive to create a variety in motifs for a rich image bank.
When portraying people, make sure the person connects with the audience by looking at the camera. (unless its a documenting image)

For occasions when we cannot control quality we may use black/white treatments to align with the overarching image language.
Never use images as fillers, it makes the communication distant. Rather use graphics.

Our graphical world.

For occasions where we need to explain and clarify issues of abstract nature or difficult subjects where photography may feel too specific or too generic, we have developed a number of graphical tools based on basic geometric shapes: the line, the rectangle, the square and the circle – as well as arrows. Timeless shapes that provide us with endless variation and areas of use. Keeping the graphics this simple throughout the entire brand experience creates a holistic expression, from infographics to dynamic animated communication.

The basic elements.

Lines are used to divide, structure and sort information as well as for infographics.

Filled shapes are used as backgrounds or containers of important messages as well as infographics.

Arrows simplifies navigation and connects to the expression of the symbol and our customized font.

Infographics.

The basic shapes are used to create simplistic, recognizable infographics throughout Nordnet applications. Equally used in products, marketing and corporate communications.

Downloads.

Download print, web logos and colour codes here.