Brand Book

At Sponda, we empower companies and people with real estate solutions that are made to inspire and advocate presence. Our spaces are knows for their prime location with tailored service offering, built to the latest environmental standards. These are spaces that enable thriving business and communities. 

All this shows in our brand. The desire to go the extra mile. The passion to give our customers the space to be whatever they decide. And the will to create vibrant, successful cities. 

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

we do and what

What

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

How

→ Our spaces are designed to bring people together and amplify success. We tailor and go the extra mile for our customers, communities, and sustainability, while building long-term relationships with our partner cities.

Why

→ We are an advocate of presence. We believe that real connections bring out out the best in people, businesses, and communities, enabling a sustainable future of shared success.

3.2 Brand Purpose

Crystallizing our 'why' in an inspiring way

A brand purpose is the driving force, the ethos behind our actions. It’s a reason for being and the things we stand for – aside from the usual business goals and objectives. 

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’ success as well as the thriving of our surrounding communities.

→ We are professionals who offer customer-centric real estate and advocate for presence as the driver of sustainable success for people, business and society

We create premium real estate tailored for our customers’ needs. But we also strive to create vibrant city centers, a sustainable tomorrow and a better worklife. We believe our unique route to get there is by rooting for presence in all its forms. 

Our purpose is to be an 

Advocate of presence

We believe that uniting people under one roof, in the most comfortable setting, enables them to be the best they can be – and create a better future together. 

This leads to thriving that’s more than business: It’s personal, communal and environmental. That’s why we build spaces that take individual needs into account but always leave room for joint creativity.

3.3 Brand Signature

How the position and compelling purpose turns to a promise and a signature.

Our position and purpose are singular. We are the only professionals in our field to look beyond space, and see the human needs and connections, and their potential in cultivating inspiring cultures and thriving cities. We are dynamic in our actions and boldly lead the way, taking stand when need be. Everything we do, stems from our unique position and can always be signed off with a promise that is distinctive to Sponda and can grow with the brand. 

We enable success for our customers, communities and the environment by simply creating 

Space To Be

“Space to Be” is about us giving our customers the choice to create a space ideal for them but also setting the scene for coming together and connect. Be it a space to be creative, together, sustainable, successful. When it promotes being present, it’s a Sponda estate.

Space

→ The simplest way to say what we do.

to Be

→ A grounded and giving way to let the client take the lead and focus on being present.

This creative platform can sign our actions and marketing that originates from our purpose, themes and business goals. A crystallisation to inspire us and a tagline used selectively in brand communications.

Space to Be

                      Together

                      Succesful

                      Sustainable

                      Vibrant

                      Us

                      You

                      Me

3.4 Brand Narrative

Telling an inspiring story about our brand

Space to Be

In a world of entropy, 

we bring people together.

As social, economic and environmental tensions are escalating, and competition intensifying, focusing on the now and human connections is elemental. Future success demands collaboration. New technologies facilitate new ways of working – but they should not lead to isolation. 

We need spaces that ground us and bring us together. Physical locations tailor-made for each business, while inspiring and empowering the people they encounter. And that is Sponda's key aspiration – to be an advocate of presence.

The most central locations across Finland’s principal cities, built to the highest environmental standards. All promoting presence as the route to sustainable* success.  

Be it a small retailer, startup, or multinational corporation, we provide the space needed to thrive together. A space to be successful, be creative, be efficient, be together, be you – all that is needed to generate success for your business and its surrounding community.

We are the pioneers of premium real estate seeking common ground for business, people and environment. We are the advocates of presence .

*GRESB 2023

3.5 Value Propositions

What our positioning and purpose mean in practice

3.6 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 strive to create an image of empathy and adaptability. 

We bring people together and root for presence.

We go the extra mile to create innovative experiences.

We make sustainable choices.

We take an active role in revitalizing cities.

3.7 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.