RONDO Brand Manual - Brand Imagery
Our brand thrives on the combination of deep-rooted tradition, a genuine passion for craftsmanship, and our commitment to being a technological pioneer. In this guide, you’ll find all the guidelines and assets you need to translate these values into a consistent brand experience. Together, we’ll shape RONDO’s brand identity—precise, innovative, and distinctive.
Brand Imagery
- Key Visuals
- Mood Pictures
- Machine Pictures
- People
- Everyday Life and Reportage pictures
- Locations
- Videos
- Social Media Guidelines (in progress)
Brand Imagery
Clearly defined brand imagery is one of the key prerequisites for efficient brand communication. It communicates our brand values, stirs emotions and ensures brand recognition. Unique subjects and an unmistakable image style also emphasise our standing in the market and help to establish a distinctive identity.
All the images shown here, as well as others, can be found and downloaded from the RONDO Media Database.
Key Visuals
The key visuals showcase appealing baked goods in their perfect form. The images of the pastries have a culinary feel and look freshly baked.
- Goal: eye-catching, emotional, promotional
- Background colors: primarily gold and dark grey
- Style: dynamic, premium-quality, slightly staged (motion, flour dust, creative cropping and dramatic lighting): Distinctive artistic lighting effects (sun rays), interplay of light and shadow, strong sense of motion and isometric perspectives.
- Effect: strong, striking, visually dominant
- Application: campaigns, website headers, brochures, trade shows, cover images
- Currently available for the following product categories: pastry, croissants, bread and bread rolls, pizza, donuts and regional specialties
Example "Pastry"
Example "Pizza"
Example "Croissant"
Macro Key Visuals
Currently available for the following product categories: pastry, croissants, bread and rolls, pizza, doughnuts and regional specialties.
Example "Pastry"
Example "Regional Specialties"
Example "Bread and Rolls"
Examples of Use
Business Card
Trade Fair Banner
Pastry Mood Pictures
The mood pictures showcase a selection of appealing baked goods from the same product category. The focus is on food appeal and authentic presentation styles.
- Goal: supportive, informative and appetite-appealing
- Background colors: green, gold and dark grey, used either as background colours or as subtle design elements
- Subjects: Baked goods used to represent product categories
- Style: natural and less promotional
- Effect: atmospheric, structured and harmonious
- Application: Category pages, presentations, fact sheets, image worlds and trade fairs
Example "Bread and Rolls"
Example "Croissant"
Example "Tarte flambée"
Examples of Use
Signature banner for trade fair
Wall design for exhibition booth
Product Renderings
The machine images should be rendered realistically and with high quality. The premium quality of the material, light reflections, and details must be clearly visible. Additionally, details or close-ups can be used instead of the entire machine. This creates a modern look and clearly sets us apart from the competition.
Our machine renderings are characterised by the following features:
- Optimal contrast with stainless steel surfaces, ensuring the machine remains the primary focus (digital-first approach)
- Subtle shadowing for a more realistic appearance
- Natural light reflections and carefully controlled lighting
- Vertical lines aligned parallel to the image edge
- 3D data available for AR applications (USDZ format, max. 100,000 polygons)
Camera Settings and Viewing Angles
In progress
Application Examples
In progress
Menschen
Customer Portraits
RONDO experts are portrayed authentically in a real-life setting. Care is taken to ensure that everything looks realistic. Where appropriate, hygiene guidelines must be followed. Lighting should remain bright and warm. No cold, technical images.
Examples of Use
Customer Portrait
Customer Portrait
Customer Portrait
Wall design for exhibition booth
Lightbox for exhibition booth
Employees
RONDO employees are depicted against a colored background (green, blue, dark grey) that complements their skin tone. Whenever possible, the individuals are holding a pastry.
Examples of Use
Employee Portrait
Employee Portrait
Employee Portrait
Employee Portrait
Everyday Life and reportage pictures
Everyday and atmospheric photos that highlight craftsmanship and the manufacturing process bring out the quality of the materials.
The following characteristics distinguish our everyday and atmospheric photos:
- Visual close-ups
- Creative perspectives, snapshots (creative spirit)
- Natural and warm light (sunlight)
Examples of Use
All images shown here, as well as others, can be found in the RONDO Media Database and can be downloaded there.
Locations
With the location images, we want to focus on the production sites in Burgdorf and Schio and all local representatives, thereby creating trust in the digital world. The aim is to find the most attractive angles and to showcase the exterior and interior in the best possible light. This enables us to share our perception of the company, with the aim of bringing our global activities to the fore.
Concepts for building signage must be approved by RONDO Global Marketing.
Examples of Use
Videos
Success Storys
Success Stories focus on a RONDO product or its application by the customer. The video primarily explains the product itself or demonstrates how it is used by the customer.
The video length is not fixed; however, videos should only exceed 1 minute 30 seconds in exceptional cases. If there is no clear call to action at the end, the message "More tips at: rondo-online.com" should be displayed.
The soundtrack should be calm and pleasant for the viewer. Further information on audio guidelines can be found in the Music section.
In addition to the video footage, Success Stories include on-screen text overlays and icons. The corresponding template can be downloaded from the RONDO Media Database.
Brand Videos
Social media and brand videos should not exceed 60 seconds in length. Their purpose is to showcase the RONDO brand across various platforms, including Instagram, LinkedIn and YouTube.
A video loop for trade fairs is also available. It consists of more than 60 minutes of seamlessly looping video content.
Social media and brand videos are characterised by the following features:
- There is no introductory sequence. The video begins immediately with a visual. Conclude with the statement “Dough-how makes the difference” or a clear call to action.
- Use short sequences and fast cuts throughout the video.
- Focus on a single topic.
- If text elements are included, place them directly on top of a slightly darkened image.
Further information and examples can be found in the Social Media section (currently in progress).
Music
The music should be selected to suit the respective video. While social media and brand videos should feature a faster tempo and generally more dynamic music, the soundtrack for Success Stories should be calmer, slower and more relaxed.
For social media and brand videos, the music should feature the following characteristics and instruments:
- Engaging, powerful, light-hearted, serious and dramatic
- Groove-oriented rhythm, electric guitar, percussion, clapping and finger snapping, synthesizers, backing vocals and electronic drums
For Success Story videos, the music should feature the following characteristics and instruments:
- Light-hearted, serious, dramatic and hopeful
- Groove-oriented rhythm, electric guitar, percussion, synthesizers and electronic drums
As no audio is played on-site during trade fair videos, the use of sound is not required during production.
RONDO uses Epidemic Sound as its source for music.