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Funda brand guidelines

Funda's brand guide outlines core brand principles, audience-segmented voice guidelines, and visual foundations through a clean Frontify portal.

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Funda guidelines: Home
Home Captured 15 Sep 2026

Homepage of the Funda style guide welcoming users with an open-door illustration and cards for Brand System, Tone of voice, and Templates.

Funda guidelines: Brand guide
Brand guide Captured 15 Sep 2026

Brand principles section detailing Funda's vision, mission, target group promises, and four core brand values.

Funda guidelines: Let's go
Let's go Captured 15 Sep 2026

Brand principles overview showing the embedded video player and detailed lists for vision, mission, and promises.

Funda guidelines: Aan de bak
Aan de bak Captured 15 Sep 2026

Tone of voice documentation segmented by audience with distinct voice attributes, emojis, and guidelines.

Freedam's take

I really appreciate how Funda welcomes visitors straight into their brand guide with an inviting open-door illustration. The Dutch real estate platform organizes its brand foundations with thoughtful precision, especially across voice and tone. Rather than treating verbal identity as a one-size-fits-all exercise, they break down principles across four specific audiences: consumers, brokers, advertisers, and internal employees. Seeing each voice attribute paired with clear behavioral guidelines and expressive emojis brings an approachable warmth to their design system. It feels very human and tailored.

At a glance

Sections
Brand guide · Image bank · Brand System · Tone of voice · Templates
Tone
Warm, accessible, and structured Dutch brand guidelines tailored across four distinct target audiences.

What I noticed

  1. The portal organizes its content across core chapters including Merk, Basics, Beeldtaal, Copy, and Templates.12
  2. Tone of voice rules are segmented across four target groups: Consument, Makelaar, Adverteerder, and Medewerker.3
  3. The Brand principles page features an embedded video player alongside text definitions for vision and mission.45
  4. Each voice pillar pairs an emoji with an introductory paragraph and bulleted behavioral do's and don'ts.6

Numbers refer to the screenshots above.

What I could not see

  • Could not inspect the external Image bank repository or verify direct asset download formats.
  • Could not view individual logo, color swatch values, or typography specimen pages.

Ideas to borrow

  1. Segmenting tone of voice guidelines by specific audience groups rather than publishing generic brand-wide voice rules makes messaging clearer for team members.36

Reviewed on 26 September 2026. Request a correction · I built this

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