Who are these guidelines for?


Just like our visual identity, our verbal identity – or the way we speak and write – is an expression of our brand identity. The way we write and speak should be just as distinct and recognisable as the way we look. Our design manual tells us how to make use of our visual toolkit. Our voice and tone guidelines describe how we express our brand identity through language.

Who are these guidelines for?

They are for everyone communicating as Schibsted. This means you as an employee should consult these guidelines every time you write, re-write, edit or proofread a document, email or any other content whether it’s used within the company or publicly. This also includes any external agency communicating on behalf of Schibsted.

Global and local

Schibsted’s personality is the same in all countries and in all languages. Our voice and tone guidelines apply equally to all languages – English, Norwegian, Swedish, Finnish or any other language. To express the same identity everywhere, the guidelines are used flexibly, taking care to adapt to the local context.

Schibsted vs. family brands

These guidelines do not apply to communication where Schibsted’s brands – like Blocket, Finn, Aftonbladet or DBA – are speaking. While all Schibsted brands and businesses have certain things in common, these brands have their own brand identities and should look, sound and feel accordingly. Wherever Schibsted is speaking, however, the Schibsted brand identity should be recognisable.

To achieve this, it is helpful to define the identity clearly and give the speaking and writing voice of Schibsted a character. Schibsted will become more visible to the people using its many products and services, its current and future employees, and to potential acquisitions. In short, Schibsted needs a loud and clear voice of its own. This is your guide to that voice and tone.