The Ponsse Collection is a range of workwear, lifestyle apparel, and accessories inspired by the loggers way of life. Born from a deep respect for Ponsse—a family-owned company and one of the world’s largest manufacturers of cut-to-length forest machines—our collection embodies the same values of durability, reliability, and innovation. Designed for loggers, outdoor professionals, and enthusiasts, every piece is built with comfort and function in mind. Whether in the forest, at work, or in everyday life, our products are made to withstand the elements while staying true to the Ponsse spirit.
This handbook is for everyone involved in shaping, representing, and growing the Ponsse Collection—employees, partners, and stakeholders. It provides a clear guide on our brand’s purpose, voice, key messages, and visual identity to ensure consistency in communication, design, and branding.
More than just a merchandise shop, the Ponsse Collection is an extension of the Ponsse legacy. It embodies the values and traditions of the loggers way of life while evolving into a meaningful lifestyle brand. Our goal is to offer a collection that connects people to the logging heritage, fosters a sense of community, and delivers long-lasting, high-quality apparel that stands the test of time.
Verbal identity
Brand purpose and essence
BRAND PURPOSE
The Ponsse Collection honors loggers' resilience and deep connection to the forest. We purposefully craft durable, sustainable apparel and accessories that embody the spirit of slow fashion and circularity while respecting and embracing the timeless traditions of the logging community.
BRAND ESSENCE
A logger’s way of life
In every stitch of our apparel and in every machine that bears the Ponsse name, there lies our deep-rooted respect for the forest, its people, and their way of life. This respect is more than a principle—it's the very essence of our existence.
Audience groups
THE PONSSE COLLECTION SERVES A DIVERSE YET CONNECTED AUDIENCE THAT VALUES THE LOGGER'S WAY OF LIFE. OUR KEY AUDIENCE GROUPS INCLUDE:
Forestry professionals
Loggers, foresters, and workers in the timber industry who need durable, functional clothing that withstands demanding conditions.
Industry partners
Distributors, corporate buyers, and organizations in the forestry sector who align with Ponsse’s values and quality standards.
Ponsse staff
Employees who take pride in wearing the Ponsse Collection as a symbol of belonging and craftsmanship.
Friends and family
Those with a connection to forestry, valuing apparel that honors their heritage and industry roots.
Brand enthusiasts
Individuals who admire Ponsse’s history and craftsmanship, collecting branded items.
Fans of Nordic design
People drawn to the simplicity, functionality, and quality of Nordic apparel.
Outdoor enthusiasts
People who appreciate high-quality, sustainable gear for hiking, camping, and outdoor activities.
Gifts and memorabilia seekers
Customers looking for meaningful gifts that represent the Ponsse heritage and logging lifestyle.
Introduction to our brand voice and tone
THE PONSSE COLLECTION HAS A DISTINCT VOICE THAT REFLECTS OUR HERITAGE, COMMUNITY, AND UNWAVERING COMMITMENT TO QUALITY.
Authentic
We speak with genuine respect for logging professionals, their work, and the environment.
Tough
Our language is strong and straightforward, mirroring the durability of our products.
Conscious
We acknowledge our responsibility toward sustainability without overpromising.
Approachable
We communicate in a friendly, knowledgeable way that resonates with our audience.
Inspirational
We motivate our community to embrace the outdoors and a sustainable lifestyle.
Guidelines for different types of content and channels
THE TONE OF OUR MESSAGING MAY VARY SLIGHTLY BASED ON THE FORMAT AND AUDIENCE:
Website copy
Clear, professional, but not overly technical.
Social media
Shorter, more engaging, and conversational.
Email communication
Warm, informative, and helpful.
Advertising
Memorable and benefit-driven, focused on durability and function.
WHILE MAINTAINING A UNIFIED VOICE, OUR TONE ADAPTS SLIGHTLY DEPENDING ON THE PLATFORM:
Instagram & Facebook
Visual storytelling, community-driven messaging.
LinkedIn
More professional and industry-focused.
E-Commerce platform
Straightforward product descriptions emphasising durability and longevity.
Company-specific words and phrases
Glossary of common terms
Cut-to-length logging
A sustainable method of harvesting trees.
Slow fashion
An approach to apparel emphasising longevity and ethical production.
Vieremä
The home and heart of Ponsse.
Do’s and don’ts of our brand voice and tone
Do:
• Use straightforward, no-nonsense language.
• Highlight durability and repairability over vague sustainability claims.
• Speak with confidence and pride in our logging heritage.
Don’t:
• Greenwash or overpromise on sustainability.
•Use overly technical jargon that alienates everyday customers.
• Use corporate buzzwords or generic marketing phrases.
Guidelines for brand messaging
OUR MESSAGING STRATEGY IS STRUCTURED TO ENSURE CONSISTENCY ACROSS ALL COMMUNICATION CHANNELS. WE CATEGORISE OUR MESSAGING INTO THREE LEVELS: BRANDED, TACTICAL, AND CONVERSION-DRIVEN/REMARKETING.
Branded messaging
Branded messaging reinforces our core values, legacy, and lifestyle appeal. These messages highlight our heritage and emotional connection with our audience.
Tactical messaging
Tactical messaging is designed to highlight specific product benefits, such as durability, comfort, and performance, making them relevant to key audience segments.
Conversion-driven & remarketing messaging
These messages focus on driving action, whether it’s making a purchase, engaging with the brand, or reinforcing product value through targeted campaigns.
Real-life examples of our voice and tone
Digital advertising titles and descriptions
GENERAL BRAND AWARENESS
Title:
Ponsse Collection—
A logger’s way of life
Description: Inspired by the Ponsse spirit, our collection delivers durable workwear, lifestyle apparel, and accessories for those who work hard, embrace the outdoors, and identify with the logger’s way of life.
DURABILITY AND PERFORMANCE
Title: Ponsse Collection—
Gear
that works hard, just like you
Description:
Designed for the toughest conditions, the Ponsse Collection delivers durable, high-performance apparel for those who work hard, day in and day out.
CONNECTION TO FORESTRY PROFESSIONALS
Title: Ponsse Collection—
A logger’s way of life
Description: More than tough gear—it's your second skin. Built for the demands of a logger’s work, the Ponsse Collection delivers functional, comfortable, and high-performance apparel that works as hard as you do.
Title: Ponsse Collection—Outdoor apparel with a logger’s spirit
Description: Designed for work, built for life. The Ponsse Collection delivers durable, comfortable gear for those who decide to embrace the outdoors with a sense of care and responsibility.
Visual identity
01. Logos and brand marks
The logo serves as the visual essence of the Ponsse Collection, acting as the brand's hallmark.
Much like a name tag or a business card, it instantly communicates who we are to the world.
LOGO
The logo of the Ponsse Collection pays tribute to the mother brand’s logo emphasizing the brand's heritage while fostering a fresh, distinct identity. This design choice not only highlights the Collection’s connection to its origins but also enhances visibility and recognition, critical for outdoor and workwear applications. The text color within the logo is adjusted based on the background to ensure clarity and impact, making the logo versatile and effective across diverse visual contexts.
LOGO VAR I ATI ONS
The Ponsse Collection logo is designed to adapt to various applications, featuring different variations to ensure maximum visibility and impact across all backgrounds. These variations maintain the core design from the mother brand—but may alter in color or detail to enhance contrast depending on the background. When selecting a logo variation, it is crucial to consider the background color and texture to guarantee that the logo remains prominent and effective. This careful consideration ensures that the logo not only captures attention but also reinforces the brand’s identity consistently in every visual representation.
02. Typography
Typography is a pivotal aspect of the Ponsse Collection's visual identity, enhancing message clarity and brand consistency. Carefully chosen fonts underscore the brand’s core traits—organic, humane, and strong—while ensuring readability and a cohesive appearance across all communications. Adhering to our typography guidelines ensures every textual presentation reinforces the brand’s distinct and enduring identity. 02. Typography
Typography is a pivotal aspect of the Ponsse Collection's visual identity, enhancing message clarity and brand consistency. Carefully chosen fonts underscore the brand’s core traits—organic, humane, and strong—while ensuring readability and a cohesive appearance across all communications. Adhering to our typography guidelines ensures every textual presentation reinforces the brand’s distinct and enduring identity.
HEADLINES AND KEY MESSAGES
Gelica SemiBold
Gelica Semibold
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HEADLINE FONT
Gelica SemiBold, a recent addition to the Ponsse brand, is used for headlines and key messages. This font choice is pivotal for capturing attention and conveying strength, ensuring every headline is crisp and impactful. The introduction of Gelica SemiBold in the Ponsse Collection’s marketing materials reinforces the brand’s assertive and distinctive identity while marking a fresh evolution in its visual strategy.
Arial Regular
Arial
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Arial Bold abcdefghijklmnopqrstuvwxyzåäö
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BODY TEXT FONT
Arial Regular and Bold are designated for body text within the Ponsse Collection's communications. These fonts ensure clarity and accessibility, providing a comfortable reading experience. Using Arial consistently across body texts maintains visual coherence and supports the overall readability of marketing materials.
BODY TEXT
A logger’s way of life
THE DISTINGUISHING MARK OF THE PONSSE COLLECTION IS OUR UNWAVERING REVERENCE FOR THE FOREST, WHICH IS DEEPLY EMBEDDED IN BOTH OUR HIGH-QUALITY APPAREL AND STATE-OF-THE-ART FORESTRY MACHINES.
Our brand is built on a foundation of listening to and understanding the needs of loggers and like-minded individuals, ensuring that every product, whether it's a piece of clothing or a piece of machinery, is a testament to our commitment to sustainability and environmental respect. This allows us to serve our community with products that not only support our way of life but also contribute positively to the ecosystems we all depend on.
›myfonts.com/collections/gelica-font-schizotype
Gelica SemiBold
03. Colours
The colour scheme is a vital component of the Ponsse Collection's visual identity, playing a crucial role in its recognizability and impact. Distinctive brand colours not only enhance aesthetic appeal but also forge a strong emotional connection with the audience, ensuring that the brand leaves a memorable impression.
MOSS
PONSSE YELLOW
BARK
SAWDUST
BLACK
04. Photography
The photography for the Ponsse Collection is crafted to authentically reflect the logger’s way of life, capturing the inherent beauty in their everyday moments with family and friends. Images focus on genuine, relatable scenes that resonate with viewers, showcasing the natural environments and daily experiences of the logging community. While Ponsse machines are integral to these visuals, they are subtly incorporated in the background, serving as a grounding element that underscores their role in the loggers' livelihoods without overpowering the human element. This approach ensures that each photograph tells a compelling, true-to-life story that strengthens the connection between the brand and its audience.
