The National Coat of Arms

— the symbol of purveyors to the Crown

The Greater Coat of Arms is used mainly by Sweden's head of state, but also by the Swedish Riksdag (Par-liament) and government (chiefly the diplomatic service). Companies with royal warrants are the only exceptions to the law which prohibits the use of the national coat of arms in connection with commercial activities. These companies may use the Greater Coat of Arms in an appropriate way to indicate in their marketing that they are holders of a royal warrant.

A number of highly detailed rules specify how the coat of arms may be used in print. First and foremost, it must not be distorted in appearance or colour.

The wording "By Appointment to H.M. the King of Sweden" is in Swedish called:
Kunglig Hovleverantör.

Because a royal warrant can be withdrawn, the coat of arms may not be incorporated into a company's trademark or be displayed on the exterior of its premises. The words Kunglig Hovleverantör (Purveyor to H.M. the King) should appear immediately next to the coat of arms.

In fields where there is a long tradition of craftsmanship, companies with a royal warrant may be permitted to use an occupational title in combination with the coat of arms. Thus among the present King's suppliers there are, for example, a number of jewellers to H.M. the King, a silversmith to H.M. the King, and a bookbinder to H.M. the King. These should not, however, be confused with titles such as Court Singer, Court Dancer and Court Trumpeter, which are awarded by the King to leading Swedish singers, musicians and dancers as a token of his appreciation. Unlike companies, it is not possible for an individual to apply for a title such as "Court Singer".

Extract from the book By Appointment to His Majesty The King of Sweden.