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Matkahuolto brand guidelines

Matkahuolto's bilingual brand book outlines core strategy, visual guidelines, and partner logo standards with channel-specific tone of voice meters.

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Matkahuolto guidelines: Etusivu
Etusivu Captured 15 Sep 2026

Finnish homepage presenting introductory links to brand pillars, graphic guidelines, logo emblem, typography, and color swatches.

Matkahuolto guidelines: Brändi
Brändi Captured 15 Sep 2026

Brand story page featuring narrative text and lifestyle photography under the concept Paremmin perillä.

Matkahuolto guidelines: Graafinen ohjeisto
Graafinen ohjeisto Captured 15 Sep 2026

Graphic guidelines page detailing Kaari-tunnus and Tekstilogo usage, color variants, clear space, and slogan pairings.

Matkahuolto guidelines: Ohjeita kumppaneille
Ohjeita kumppaneille Captured 15 Sep 2026

Dedicated partner guide detailing logo clearance, minimum size rules, incorrect applications, and image overlays.

Matkahuolto guidelines: EN
EN Captured 15 Sep 2026

English front page introducing core brand principles, logo mark, color values, and typography previews.

Matkahuolto guidelines: Persoona ja äänensävy
Persoona ja äänensävy Captured 15 Sep 2026

Persona and tone of voice page defining the kapinoiva tavis identity and showing channel-based voice meters.

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Freedam's take

I like how clear and pragmatic Matkahuolto's online brand book feels right from the start. Built on WordPress, it splits its guidance cleanly between core brand strategy and everyday visual execution. One detail that really stands out to me is on the tone of voice page, where they take three voice pillars and chart them across channel-specific bar meters, showing how to balance them from customer service to annual reports. Giving partners their own dedicated portal section for logo clearances and misuses is another smart touch.

At a glance

Sections
Brändi · Graafinen ohjeisto · Ohjeita kumppaneille
Tone
Direct, structured, and practical guidelines designed for internal teams and external partners alike.

What I noticed

  1. The website is built on WordPress 7.1 and offers complete navigation structures in both Finnish and English.123456
  2. The tone of voice guidelines illustrate the balance of three attributes—Rehti, Aito, and Veikeä—using horizontal bar meters across four specific communication channels.78
  3. A dedicated partner instructions page defines logo minimum sizes at 50 px / 10 mm and demonstrates clear space and photo placements.9101112
  4. The logo guidelines present both the circular Kaari-tunnus and the secondary Tekstilogo alongside an eight-example incorrect usage grid.13141516

Numbers refer to the screenshots above.

What I could not see

  • Could not inspect the external Materiaalipankki asset repository to confirm file formats or direct downloads.
  • Could not view full typography download packages or specific font licensing details beyond the specimen displays.

Ideas to borrow

  1. Calibrating tone of voice attributes with horizontal meter bars across specific channels helps creators understand how to dial personality up or down depending on the medium.8

Quick answers

What is the minimum size for the Matkahuolto logo?

The partner guidelines specify a minimum logo size of 50 px for digital applications and 10 mm for print.11

Where can Matkahuolto logo files be downloaded?

The site provides banner links directing visitors to download all logo versions from Matkahuolto's Materiaalipankki (content bank).17181920

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

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