RONDO Brand Manual - Brand Language

Brand Story + Values

English
RONDO brings dough and technology together. We bring fresh impetus to the world of bakery production and enable our customers to set new standards: in product quality, efficiency and sustainability.

Boilerplate

Standard Text
The following boilerplate text is available for editorial use in blog posts, media materials and press articles. It provides a brief and objective summary of the company, its key strengths and objectives, together with the most important facts and figures.

RONDO Headquarters, Burgdorf/Schweiz
RONDO is a Swiss mechanical engineering company operating worldwide, manufacturing bakery machines for sheeting and shaping dough. The RONDO Group consists of the parent company in Burgdorf, seven subsidiaries and three sales offices.

Year of foundation
1948

Number of employees
450 (as of 12/31/2025)

Location
Burgdorf, Switzerland (headquarters)

Website
rondo-online.com

Addresses/legal entity
RONDO Burgdorf AG
Headquarters
Heimiswilstrasse 42
3400 Burgdorf
Switzerland

English
Founded in 1948, the Swiss company RONDO is one of the leading manufacturers of machines and installations for the production of baked goods. Our portfolio covers the entire spectrum: from high-performance dough sheeters to complex industrial lines for the production of croissants, pastries, bread and rolls, pizzas, and donuts.

Our customers include businesses of all sizes—from artisanal bakeries to industrial manufacturers. The foundation of our success is our «Dough-how». This unique combination of decades of experience in dough processing and state-of-the-art technology.

Since the invention and patenting of the first dough sheeter in 1953, RONDO has been recognized as an innovation leader in the industry. Headquartered in Burgdorf, with ten international subsidiaries, sales offices, and approximately 450 employees, the RONDO Group serves a global market with an export ratio of over 95 percent.

Guidelines Company Addresses

Guidelines
Our distinctive brand identity is expressed through our brand design and our language—the brand language. The following rules are intended to give our brand an appropriate voice.

Company Addresses
We use the full address as the sender address for marketing materials. For legal documents or address details for invoices, contracts and similar, we use only the legal entity. Depending on the purpose and the space available, the abbreviated form (e.g. without the street name) may also be used in exceptional cases.

Language Guidelines

Tone of Voice

Every one of our pieces of text is a valuable source of information for our stakeholders. We ensure that our content is up-to-date and accurate, thereby reflecting our expertise.

We use straightforward, generally comprehensible wording to ensure that our language conveys practical relevance and customer focus. We also make use of industry jargon and use the appropriate technical terms.

We take care to use contemporary, uncomplicated phrasing (active sentences) and avoid using aloof, corporate language (passive sentences).

Technical terms in foreign languages are available in the RONDO Terminology (available at RONDO Global Marketing).

Pronunciation

Brand Name
We always write RONDO in uppercase and without legal entity abbreviations (e.g., AG, Inc., Ltd.). The legal entity abbreviation is only used when referring to the legal entity itself, e.g., in the legal notice or in a contract.

Domain

www.rondo-online.com is the recommended spelling of the domain. In digital versions, “www.” can be omitted.

Narrative perspective

We use the brand name RONDO without a preceding article.

Examples:

Correct: RONDO is successful.
Incorrect: The RONDO is successful.

Correct: I work at RONDO.
Incorrect: I work at the RONDO.

In body text, we can replace the brand name RONDO with “us” or “we.”

Examples:

With us, students receive ...
We value long-term relationships ...
 

Form of address

In German-language communications, we address our stakeholders using the formal pronoun "Sie". This reflects a professional, respectful and courteous tone of voice. This also applies to all other languages with formal and informal form of address (e.g. French, Italian, Spanish).
 

Examples in German:

Sie erreichen uns telefonisch am besten ...
Wir freuen uns auf Ihre Anfrage ...
 

Phone numbers

We separate our phone numbers with spaces. In these examples, the country codes for Switzerland and Italy are used.

Phone ROB +41 34 420 81 11
Phone ROS +39 0445 575 429

Quotation Marks

In German, French quotation marks are used «...» — without spaces before or after. For other languages, we use German quotation marks „...“.

Gender-Inclusive Language

Basic Principle
Language is a living entity. It reflects current attitudes in our society and therefore requires a contemporary, gender-inclusive style of expression. To balance this with the need for readability—as well as technical requirements (e.g., SEO suitability)—we recommend the following guidelines:

Gendered terms in German
As a general rule, we write out the feminine and masculine forms in full.
Example: Studentinnen und Studenten

If this sounds too long or cumbersome, it is often possible to use alternative phrasing. 
Example: unser Team (instead of unsere Mitarbeiterinnen und Mitarbeiter)

While gender-neutral wording is possible, it can come across as artificial.
Example: Studierende or Mitarbeitende

In specific cases (e.g., job postings), the abbreviated form with a colon is appropriate.
Example: Servicemitarbeiter:innen gesucht (60%)

Wikipedia article about this topic
Tips from the German dictionary

Use of gendered terms in English
Some examples of gender-neutral job titles:

salesman > sales representative
policeman > police officer
chairman > chairperson
steward/stewardess > flight attendant

To avoid distinguishing between married and unmarried women when addressing them by their last name:

Miss/Mrs > Ms
 

Tips for an active, clear language

Short and concise
We avoid excessively long, compound words or cumbersome, convoluted sentences. When in doubt, it is better to use an additional sentence.

Variety is the spice of life
We generally alternate short sentences with long ones. This creates rhythm and makes the text pleasant to read.

Verbs make things lively
We prefer verbs. They make the text more dynamic and lively. Too many adjectives can make the text seem clunky and artificial.

Less is more
We avoid filler words like “actually.” To ensure this, we read through our finished text once more with a critical eye and remove anything that is superfluous.