What is this
This is our brand book.
But that doesn't mean it only applies to marketing, advertising and design. The comundo brand extends to everyone and should be used by everyone because it is rooted in our culture and reflects everyone who works here.
And that's why you won't find a lot of rambling about ethos or seemingly endless metaphors about brand as an entity. The brand is simply us, and we are the brand: a collective voice and a full picture.
In this book are useful ways to talk about our product, words to convey what we value as a company, and the knowledge to clearly communicate our past achievements and future goals.
You'll find all the correct ways to use logos, colours and graphics, as well as guidelines for photos and videos so that we're always on the same page.
What's the point of this brand book
This brand book has two core purposes:
A place for guidelines
Tell me all I need to know about the comundo brand
A place for resources
Give me some of that good comundo brand stuff I can use
Who is this guide for?
Pretty much anyone, really, but if we had to list a few, we'd list:
→ comundo’s own brand and creative team
→ Freelancers and extensions to that team
→ Employees looking to learn about our look, feel and purpose
→ Journalists looking for the comundo press kit
→ Partners looking to showcase our logos in their respective channels
→ Anyone looking to explore good brand work
Contents.
1. The company
6. Scribbles
2. Brand core
7. Typography
9. Icons
10. Photography
01.
The company.
The story (in brief).
comundo was founded in 2022 with two clear goals: to create the world's best workplace and to be the world’s biggest contributor to a net-zero planet.
Things have changed over the years, but the core of the company remains the same – and will always remain the same.
To help us stay true to our core beliefs, we ask ourselves the following questions whenever faced with any change to our ways of working and the solution we provide:
Will this impact our team’s well-being?
Will this bring value to our customers and their net-zero strategy?
We’re proud of our approach to business – and we know it works.
We have a friendly and seasoned team who have the autonomy and surroundings they need to thrive, and a solution that is really quite unique.
What is it we actually do?
In a nutshell? We help property owners understand their properties' energy performance and give them the tools they need to improve their properties' sustainability profile in the most cost-efficient way.
The less nutshelly version is: comundo is the only full-scope EPC solution built for commercial properties, combining a calculation engine covering all property types, direct consumption data integrations and an EPC simulator in a single, cost-effective solution.
Not bad, right? It might sound boring. But it’s actually pretty cool – and has a huge impact on the environment.
But that’s not all we do. We also play by different rules.
How do we do that? Our brand..
02.
Brand core.
In a nutshell? We help property owners understand their properties' energy performance and give them the tools they need to improve their properties’ sustainability profile in the most cost-efficient way.
The less nutshelly version is: comundo is the only full-scope EPC solution built for commercial properties, combining a calculation engine covering all property types, direct consumption data integrations and an EPC simulator in a single, cost-effective solution.
Not bad, right? It might sound boring. But it’s actually pretty cool – and has a huge impact on the environment.
But that’s not all we do. We also play by different rules.
How do we do that? Our brand ...
Vision.
Our reason for being and what we aim to achieve.
Mission.
What we do and how we aim to achieve our vision.
Values.
How we operate and what everything is built on.
comundo was founded with people at its heart. Sure, we knew we were on to something with the product, but to build the team – the group of people who would ultimately be responsible for the success of the company – that was something else
Community.
We see comundo as a community. A place where we support each other, celebrate our wins and never judge. We believe that you should know where the company is going, how you fit into that narrative and how you help propel it forward, but most of all, we want you to live the life you want to live
Mastery.
We believe in smarter, not harder. It’s knowing yourself, being in charge of your time and understanding what’s needed in order to bring value to the company, our customers – and you. We want everyone to be proud of what they do and where they work, so they can be the best – and so can we
Doing good.
It all starts with people. By working together with respect, integrity and kindness, we believe we can not only create the world’s best workplace, but we can also create a better experience for our customers – and a better world
03.
Persona and voice.
So who is comundo? How are we different from the rest and how do we communicate that to everyone – including you?
We’re reliable but progressive.
It’s pretty simple really. We’re a business, and people need to be able to rely on us and the service we provide. Without that trust, we’d be kaput before you could say “energy data”.
But being reliable doesn’t mean being boring. Not here, anyway. We don’t see why we can’t be reliable and trustworthy and progressive and a little boundary-pushy (see? We did it with grammar boundaries right there).
You want to be associated with a plucky yet trustworthy startup that’s changing the face of proptech. We want to stand out from the rest of the yawn-when-you-see-them crowd. Come on, it writes itself; we’re meant to be.
We’re professional but energetic.
We know our data. And we know our customers. We understand the complexity of our industry and recognise the pressure property owners are under to act on their emissions – and we’re here to alleviate that pressure. You know; professionally.
Professionally – and with a bucketload of gusto. We’re not your average energy data collection company. Heck, we’re not your average startup (four-day working week? What?). What we are is a bunch of people who know their stuff and are here for a reason, not just a job.
comundo's voice and tone.
We know our energy. We know our data. And we know our customers. We understand the complexity of our industry and recognise the pressure property owners are under to act on their emissions – and we’re here to alleviate that pressure. Professionally, of course.
Professionally – and with a bucketload of gusto. We’re not your average proptech company. Heck, we’re not your average startup (four-day working week? What?). What we are is a bunch of people who know their stuff and are here for a reason, not just a job.
The 100% comundo voice.
What does that even mean? It means …
We’re professional but energetic
We don’t beat about the bush. We get to the point and treat our field of expertise with the professionalism it demands – but we’re excited about what we’re doing, and that enthusiasm shines through.
We’re progressive but reliable
We’re optimistic about the future. We’re helping companies take their next (or first) step towards becoming net zero – but it’s a complex space, and we need to be seen as a trusted and dependable partner.
Take a look at what we mean ...
04.
Logo.
Through our visual assets, we aim to convey a sense of calm, convenience and reliability, together with a good dose of playfulness. We have two core logos, a traditional logo and a wordmark, and there are different rules of use for each.
Our logo.
Our logo is a play on the letter ‘o’ in our name. As a letter, it reflects so much of who we are and what we do; it can symbolise a planet, a wind turbine, completeness – and eternity.
To bring our playfulness into it, and to create an organic feel, we drew visual inspiration from the elements and energy sources we measure with our solution. This creates a strong link between our work and our brand assets, embodying the fluid and organic visual language we want to communicate to our audience.
Logo variations
Our wordmark.
Our wordmark is simple and features clean lines and balanced letterforms. The typography ensures legibility and clarity while communicating a sense of professionalism, modernity and tradition.
The straightforward presentation reflects our brand's commitment to simplicity and our focus on delivering user-friendly solutions.
Overall, our simple wordmark embodies the essence of the brand's ethos, serving as a visual representation of transparency, accuracy, and ease of use.
05.
Colour.
Primary colours.
Our brand colours are bright and bold while not completely eschewing the traditional environmentally-friendly stereotype of “green”. In fact, that green is the dominant colour of our brand and communications, but the yellow and blue are used liberally too.
We do not have any strict guidelines on when to use which, only what combinations shouldn’t be used, e.g. green on blue, for accessibility reasons.
Primary green.
Primary yellow.
Primary blue.
Primary grey.
Secondary colours.
Secondary green.
Secondary blue.
Secondary olive.
Secondary light grey.
Secondary dark grey.
Neutral and semantic colours.
Neutral black.
Neutral white.
Semantic red.
Semantic green.
06.
Typography.
PP Right Serif
Primary headings
-1% kerning
90% line height
PP Right Serif
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Aeonik Medium
Sub headlines
103% line height
Aeonik Medium
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Aeonik Regular
Body copy
103% line height
Aeonik Regular
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07.
Scribbles.
Scribbles.
We use scribbles to underline and highlight important words and messages.
As a red thread throughout our identity, these scribbles become an expression of accuracy and simplicity.
Furthermore, these scribbles add to the contrast story, breaking with the professionalism and reliability of our typography and adding energy and progressiveness to our look and feel.
The scribbles are used on top of single words. The colour of the scribble must be different from the colour of the text.
Make sure that the text is legible – the contrast between text and background should be the focus, and the contrast to the scribble is less important.
08.
CTA hierarchy.
Our CTA hierarchy.
Seems dull. Is kind of dull.
We have three CTAs.
Primary, secondary and tertiary. On the web, pages should have an absolute maximum of two primary CTAs – preferably one.
Secondaries may be multiple, but less is more.
Tertiary is for everything else.
08.
Icons.
Icons.
Our icons are extensions of our scribble elements.
We use icons that have a hand-drawn and organic feel in order to highlight the positive and playful energy of our brand.
Furthermore, as a contrast to the professional and strict feel of our typography and grid system, the rough and hand-drawn look of our icons emphasises the contrast story between being professional and reliable while being progressive and energetic – a core part of our brand persona.
Use The Noun Project' library for icons and add "hand drawn" in your search query when browsing the collection.
09.
Photography.
Level 1: People.
Photos should be:
- Clean
- Blurred background
- Person in centre
- Telling a story
Level 2: Buildings.
Photos should be:
- Of the outside of buildings
- Close-up and cropped
- With an architectural feel
- Showing striking materials, e.g. wood vs steel, concrete
Level 3: Nature and energy sources
comundo focus areas:
- Nature
- Windmills
- Emission neutrality
- Forces of nature (non-violent)
- Fields
- Skylines
Photos should be:
- Close-up and cropped
- Textured
