Brand Book

At Sponda, we empower companies through premium real estate. We provide spaces in premium locations with tailored service offering, built to the latest environmental standards. Spaces that make business easier and simpler. 

All this shows in our brand. The desire to go the extra mile. The passion to give our customers the space to shine.

Assets and instructions, tips and inspiration, that is what this Brand Book is created for—all the essentials to make the Sponda brand thrive and stand out.

Contents

1.0 Brand Assets, 

      Tools & Rules

1.1      Logo 

1.2     Typography 

1.3     Colours 

1.4     Icons 

1.5     Illustrations

1.6     Photography

2.0 Best Practices

2.1      Brand Reel

2.2     Business Cards 

2.3     ID Cards

2.4     Calendar

2.5     Presentations

2.6     Outdoor Advertising

2.7     Floor plan for commercial use

3.0 Brand Strategy

3.1      Brand Positioning 

3.2     Brand Purpose 

3.3     Brand Narrative

3.4     Value Propositions 

3.5     Brand Drivers 

3.6     Brand Architecture

4.0 Spondability

4.1     Spondability logo

1.1  Logo

The story and use of the Sponda logo

Sponda's sharp, bold and premium logo is the cornerstone of the identity. It encapsulates many of the key elements of the Sponda brand—high quality, durability and sustainability.

The logo may only be used in black or white.

Remember not to:

→ use logo in colour

→ scale or distort the logo

→ use effects (drop shadow etc.)

Clear space

The clear space is based on the counter of the P in the Sponda logo, as shown in the image. No other objects allowed inside this area.

Backgrounds with a solid colour are preferred. However, the logo can also be used on top of images if it is positioned on calmer, less distracting areas. 

Logo Package

The Sponda logo in all its formats can be downloaded here.

1.2  Typography

The modern & elegant typefaces and how to use them 

The clear and simple typography is at the very core of the identity. 

Visually the Sponda language is clear, simple and respects white space. It avoids cluttered layouts and multiple weights on one page. Contrasts, if needed, can be achieved through varying type size as shown in Best Practices.

Two fonts are used: The primary choice is a modern sans serif typeface called Aeonik, which generates a sharp, contemporary look & feel to any application. Aeonik is complemented by the secondary choice Saol, a very elegant and sophisticated serif typeface bringing a premium, high-end touch in the communication. 

When Aeonik and Saol cannot be used, for instance in externally-shared MS Office applications, Aeonik can be replaced by Century Gothic and Saol with Times New Roman. 

Primary Typeface

Aeonik is the main font, thus having a wide variety of use cases: It works well in both headlines and body text throughout applications where credible, modern and time-lasting design is desired.

Aeonik

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789&%€

Secondary Typeface

Saol is a great choice for headings. It excels in applications that aim at a premium feeling, like invitations and letters. 

Saol

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789&%€

1.3  Colours 

Black & white spiced up with gemstones

All Sponda colours signal premium, high-level image. That image is especially emphasised through the darker, prestigious colours, while the lighter ones improve usability in practice. 

The primary colours are Obsidian Black and Marble white, accompanied with two greys. Black is the primary choice for backgrounds on top of which the lighter elements play. That gives a premium look to any graphic application. White background works well in text-heavy applications, like presentations and reports. The two greys are also a solid option for backgrounds.

The secondary colours consist of two greens, Quartz and Emerald, and two blues, Turquoise and Sapphire. These are only used to spice up the design, never as much as the main colors.

Remember not to:

→ use secondary colours as primary colours

→ create own colours

→ change values / colour codes

1.4  Icons

Custom-made iconography matching the identity

The large selection of icons can be used in a wide variety of applications from presentations and websites to brochures and reports. 

However, remember not to

→ change any colours (black &
  white and quartz green only) 

→ scale icons unproportionally or
  stretch them

→ use as illustrations

All Sponda icons can be downloaded from the link below. 

1.5  Illustrations

The two Sponda illustration styles are inspired from architecture and geometric shapes.

Illustrations are mainly used in light colours on dark background. For example, white illustrations on black background (preferred), Quartz on Emerald and Turquoise on Sapphire. Remember not to edit the illustrations or use them as patterns.

Both illustration styles serve their own purpose:

Abstract Illustrations

These illustrations are based on principal geometric shapes, The Circle, The Square, The Triangle. They can be used behind photos, as backgrounds or on their own as well as behind cut-out photos.

Building Illustrations

These showcase some of Sponda's real estate in an unexpected, but prestigious and inspiring manner.

These should primarily be used on black background and not be scaled down to too small of a size.

1.6  Photography

Brand photos showcasing our real estate properties

The Sponda brand photos are intended to be used in a wide variety of applications, both as backgrounds and hero images.

Remember not to

→ change any colours or tones

→ scale or stretch

2.1  Brand Reel

The brand video to inspire, inform and stand out. 

2.2  Business cards

Sponda business cards are an example of the clear and simple use of typography. They also showcase how the logo can be used as two halves, cut from the middle.

Notes

→ The logo can be used as two
   halves, cut exactly from the
   middle

→ Clean and minimal typography

2.3  ID Cards

Sponda's ID cards use images and illustrations combined with stylish typography.

Notes

→ Illustrations behind images

→ Full width logo

→ Clean and minimal typography

2.4  Calendar

The Sponda calendar applies the primary typeface Aeonik in a clean and minimal way.

Notes

→ Clear hierarchy

→ Aligned to grid

→ Not too many font cuts

2.5  Presentations

Sponda presentations are professional, clean and trustworthy. 

PPT template can be downloaded from the link below.

2.6  Outdoor Advertising

Outdoor advertising surfaces are excellent opportunities to emphasize Sponda's strong visual identity: Dynamic copylines, illustrations, colours, typography and imagery.

In hoardings, always include a render image of the property, if possible.

2.7 Floor plan for commercial use

One of the key elements in the business premises selection process is a high-quality floor plan. A good floor plan is visually appealing, easy to read and gives a realistic picture of the space to be rented. At Sponda, we have defined a uniform floor plan that will be used in all marketing materials.

Instructions for commercial floor plan and dwg-template can be downloaded from the link below.

3.1 Brand Positioning

Why we do what 

we do and how

How

→ We are leaders in empowering companies. We go the extra mile for our customers, communities, and sustainability and build long-term connections with our partner cities.

What

→ We operate and develop premium real estate. We create innovative work environments, vibrant retail experiences, and mixed-use urban ecosystems.

Why

→ We exist to develop and cultivate inspiring spaces that foster and amplify our customers’ ability to do business, to succeed.

3.2 Brand Purpose

Crystallizing our 'why' in an inspiring way

From positioning to inspiring brand purpose:

→ We are a purpose-led brand that delivers experiences and financial outcomes.

→ We deliver experiences and services that amplify our customers’ ability to do business, to succeed.

→ We are professionals who empower our customers’ businesses through premium real estate.

Our purpose is to give our customers the

Space to Shine

Tilaa loistaa

“Space to Shine” is about us giving our customers the front seat, the leading role, making them the headline act. We give them the space to grow. To connect. To succeed. To shine.

Space

→ The simplest way to say what we do.

to Shine

→ Memorable and unexpected way to talk about success. A creative platform for brand and marketing, but not a tagline. A crystallisation to inspire us. A headline used selectively in brand communications.

Space to Shine

                Succeed

                Grow

                Thrive

                Create

                Connect

                Start

                Perform

                Excel

                Stand Out

3.3 Brand Narrative

Telling an inspiring story about our brand

Space to shine

In a competitive world, 

we lift you up.

Spaces in premium locations across Finland’s principal cities with tailored service offerings and built to the highest environmental standards, all of which makes business easier and simpler.

No matter if you are a small retailer, startup, or multinational corporation, we provide you with the Space you need to Shine— the Space you need to generate success for your business.

We are the benchmark for the empowerment of businesses through premium and sustainable* real estate and related services.

*GRESB 2022

3.4 Value Propositions

What our positioning and purpose mean in practice

How Sponda Delivers “Space to Shine” to Our Tenants

Core Message

We provide the facilities you need to operate and build your business: functional premises you can make your own, premium locations you can grow and thrive in.

Proof

Examples of locations, both offices and retail. Make our tenants shine.

Point of  View

We believe that, by owning and operating only the very best business locations across Finland, we can best serve ambitious companies. Be they big or small, they are the very foundations of the entire Finnish economy.

How Sponda Delivers “Space to Shine” to Our Employees

Core Message

Together we aim to provide the perfect platform for every person to meet, show, and maximize their true potential.

Proof

Make our staff shine. Praise small successes, celebrate huge ones, and give credit to everyone who embodies the essence of Sponda.

Point of  View

On our path to a premium position, our essence is attracting staff, nurturing them, and giving them the space to be the very best they can be. By taking care of each other and empowering each other, we also take good care of our business.

How Sponda Delivers “Space to Shine” to Our Partners

Core Message

We value our partners and make it easy for them to succeed in their partnership with us. That is why the very best work with us. We support those who represent us, day in and day out, helping them to succeed in their own right.

Proof

We succeed together through long-term partnerships. We appreciate and understand each other as both people and companies. By succeeding together, we lift our partners to the top.

Point of View

We know our success is founded on empowering our key partners to succeed. Our portfolio is second to none. But that’s not enough. We work together with our partners to provide them with the right tools to make their job easier.

How Sponda Delivers “Space to Shine” to Public Institutions

Core Message

We put the communities we work in first. We aim to build better cities and work with public institutions to create urban spaces where communities can thrive, sustainably.

Proof

Examples of partnerships with local institutions. Examples of specific projects where we have influenced policy for the better in the past.

Point of View

We are custodians of some of the most important real estate in Finland. We understand we must work in close cooperation with public institutions to ensure everything we do considers the society and stakeholders around us.

3.5 Brand Drivers

How we behave as a brand

Brand drivers are principles to guide our efforts in building the Sponda brand, making it stand out and succeed.

We build a premium image.

We let our customers shine.

We go the extra mile to create innovative experiences.

We make sustainable choices.

3.6 Brand Architecture

How we organise our assets into brands

4
 

Spondability

Spondability is Sponda's signature of sustainability

Spondability embodies our responsibility in practical work. It is apparent in all our actions and is a central core of our business expertise that strengthens our company's profitability and long-term viability. Our comprehensive and everyday responsibility can be crystallised as Spondability.

Spondability covers financial, social and environmental responsibilities and at its core is the vision for corporate responsibility.

Spondability brand and it's visuality relies on Sponda's brand.

4.1  Spondability logo

Spondability logo has two forms

1. The official Spondability logo may only be used by the brand team and the sustainability manager. The official logo can be used in official materials such as press releases and responsibility reports.

2. The badge is a more informal version of the logo, and it can be added to any of our materials, when we want to highlight and communicate of our sustainable aspects.

Logo or badge with colours is the primary choice. Use black and white versions only if necessary. Backgrounds with a solid colour are preferred.

Remember not to:

→ scale or distort the logo

→ use effects (drop shadow etc.)

Clear space

The clear space is based on the letter S, as shown in the image. No other objects allowed inside this area.

With the badge, the clear space is the same as the width of the text border, as shown in the image. No other objects allowed inside this area.

Logo package

The Spondability badge in all its formats can be downloaded here.