Introduction

Welcome to Suunto’s brand guidelines — your essential resource for representing our brand with clarity, consistency, and purpose. These guidelines help every touchpoint reflect Suunto’s spirit of adventure, engineering excellence, and deep respect for nature.

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Brand Strategy

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‍Mission

LONG — To equip and inspire adventurers, explorers and sports enthusiasts to physically and mentally conquer the world’s mountains, oceans and trails.

SHORT — Inspire and equip people to rise to their adventure

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Vision

LONG — Be the trusted guide in the world of outdoor sports and adventure — for you and generations to come.

SHORT — Your trusted guide in the world of outdoor sports and adventure

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Purpose

LONG — We equip and inspire for an active and adventurous life.

SHORT — Inspire adventure

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Brand narrative

Adventure isn’t just about reaching new heights — it’s about discovering something new within yourself.

Since 1936, Suunto has guided people through the wilderness with precision-built tools that endure, even in the harshest conditions.

Born from the Finnish outdoors, we believe the spirit of adventure lives in everyone. With the right mindset and the right tools, anyone can rise to their adventure. We exist to inspire that journey and to cherish the wilderness where adventure lives.

In an ever-changing world, Suunto is a compass — pointing you to adventure.

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Tone of Voice

Our tone is inspiring, trustworthy, and authentic — reflecting Suunto's passion for adventure, outdoor sports, reliability, and responsibility. We communicate with clarity and purpose, sparkling curiosity, and connection. Our language bridges worlds: we speak the language of sport communities while remaining approachable for the newcomers and the curious.

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Adventurous

Inspire adventure. Spark curiosity and excitement for new horizons. Use lively engaging language that invites exploration and makes adventure feel accessible. Keep it approachable—adventure shouldn't feel too serious.

Reliable

Keep it clear, confident, and straight to the point. Avoid overpromising or adding fluff — trust is built with simplicity and consistency.

Authentic

Keep it active, and human. Write like a real person. Skip jargon and clichés, and use descriptive relatable language that feels honest and grounded in the outdoors.

Passionate

We’re not afraid to be passionate. Use language that connects emotionally while showing deep understanding of the outdoor sports world. Use terminology relevant to the sport scene.

Responsible

Nature is our playground — and our responsibility. Our language should reflect that care. Be transparent and inclusive. Avoid hype or greenwashing — use thoughtful, respectful language that reflects genuine commitment to the planet and its people. Translate technical details into clear, understandable language that resonates with everyone.

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Ads

Suunto ads should inspire action and curiosity while staying true to our tone. Use creative hooks to grab attention, spark interest in the moment, and leave a lasting impression. Always include a clear call to action (CTA) that tells the audience what to think, feel, or do next.

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Include a creative hook — Start with something bold or unexpected to stop the scroll or capture attention. Make the audience curious about what’s next.

Spark interest — Highlight the thrill of adventure, the trustworthiness of our products, or the emotional connection to the outdoors. Show how Suunto fits into their story.

Think of the CTA — Be clear about what the audience should do next — visit the website, explore the product range, or imagine their next adventure with Suunto.

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Social media, newsletter, in-app content

Suunto’s content across social media, newsletters, and in-app channels should feel personal, engaging, and part of the community. These touchpoints allow us to connect with audiences on a more casual, conversational level. Be relatable, tell stories, and foster a sense of belonging. Emojis can add personality when used thoughtfully.

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Be relatable — Speak directly to your audience, using language that reflects their outdoor lifestyle and everyday experiences.

Tell stories — Share moments that inspire, whether it’s a trail run, a summit achieved, or a new product’s role in someone’s adventure. Make it personal and memorable.

Foster community — Use inclusive language that celebrates all kinds of explorers, from seasoned adventurers to beginners. Encourage engagement through questions or shared experiences.

Keep it laid-back — This isn’t the place for overly formal or rigid language — keep it warm, approachable, and conversational. Emojis can help bring a friendly tone, but don’t overdo it.

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Website & how-to material

Suunto’s web content and how-to materials should be descriptive, rich in useful information, and easy to follow. These are resources where users seek answers and guidance, so clarity and precision are key. Keep the tone calm, collected, and reassuring to build trust and confidence.

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Descriptive and detailed — Provide all the necessary information, but avoid overloading. Guide users step-by-step with clear explanations.

Information-rich yet simple — Present details in an easy-to-digest format. Use headers, bullet points, and visual aids where possible.

Calm and collected — Avoid overly casual language. Maintain a professional, reassuring tone that supports users, whether they’re troubleshooting or exploring product features.

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Visual Identity

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Logo

As the emblem of Suunto’s identity, our logo reflects decades of outdoor exploration and engineering excellence. It is precise, bold, and resilient — just like our gear.

<a href="https://www.suunto.com/static/dist/svg/suunto-logo.d079d04.svg" target="_blank" class="bb-button">Download logo</a>

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Logo white space

Give the logo room to breathe. Respect the safe area to maintain its clarity and impact across all uses and environments.

The minimum clear space around the logo is determined based on the height of the letter O. Other text or graphic elements should not overlap with this white space.

Suunto logo does not exist without the arrow in branded materials and communication. Products are exceptions.

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Logo usage

The Suunto logo must remain consistent. No distortion, no color shifts, no unnecessary tweaks.

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‍Do‍

Use the logo as provided — across all channels and surfaces.

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Don’t

Modify, stretch, recolor, or place in ways that reduce legibility or impact.

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Typography

Typography reflects Suunto’s clarity and strength. Our typefaces are modern, direct, and confident.

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Brand Font

Geist Sans is Suunto’s brand typeface — a clean, modern sans-serif that reflects our Nordic design values: simplicity, precision, and purpose.

Originally created by Vercel and Basement Studio, Geist is rooted in the Swiss design tradition, combining geometric structure with clarity and speed. Its minimalist aesthetic makes it ideal for headlines, interfaces, and brand messaging — where function and form must work together.

Just like our gear, Geist is built to perform. It communicates confidently without noise, empowering bold ideas and clear direction. Whether used in large display sizes or digital applications, Geist enhances the Suunto experience with calm authority and visual focus.

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Colors

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Main Brand Colours

The Suunto brand colors include an active Suunto red, black, and white.

Red is reserved for logo arrow and some graphical elements, like main call to action buttons. Red is not used on large surfaces, such as the background of a watch.

Black is applied to text, icons, graphical elements, and backgrounds. Tints of black can be used in digital channels to create accessible user interfaces.

White is used for text, icons, graphical elements, and backgrounds as well.

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Brand imagery

Suunto’s imagery reflects the spirit of exploration — real, raw, and inspiring. We show people on the move, in wild environments, testing limits. Not posed. Not polished. Always authentic.

Our photos capture gear in real-world, challenging environments—proving its
durability and functionality—while conveying the spirit of adventure that
defines who we are.


Image Categories

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Adventure

Explorers, athletes, and adventurers in their element. Candid, immersive. Either focus on the human experience—effort, focus, or joy—through close-ups or focus on movement and energy in the activity.

Example: When person in a close-up, capture moments of determination, exhaustion, or delight that tell a story.
When people in action, highlight dynamic motion orprecise actions to convey intensity.


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<div id="nature"> </div>

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Landscape‍

Rugged landscapes, weather moments, and wild conditions. Capturing the why behind Suunto.

Example: Frame wide shots to show the vastness of the terrain. The people can be shown within the landscape in a smaller focus.

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Gear in use‍

Close-ups of products in the wild — scratched, wet, dependable.

Example: Show gear in real-world conditions demonstrating its functionality.

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Product image

High-quality 3D image of the product in detail and from different angles with a solid color background.

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Image Style

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‍Lighting‍

Use natural and atmospheric lighting whenever possible. For night shots, rely on headlamps, campfires, or moonlight to create a soft, immersive feel. Flash may be used sparingly—only when it enhances the story without overpowering the scene.

Tone

Favor desaturated, earthy tones with warm undertones. For nighttime imagery, balance cooler hues with subtle warmth from fires or lamps to achieve a natural, film-like look.

Composition

Capture dynamic, real perspectives—never staged. Compositions should support storytelling, day or night. Use thoughtful framing to direct attention to the subject, while negative space and background details enhance the overall narrative.

Post‍

Keep editing minimal to preserve the raw character of the environment. Adjust brightness, shadows, and white balance only as needed to maintain a soft, natural feel—even when artificial light is present.

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Expressions

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Presentations

Website

Print & outdoor campaigns

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Digital advertisement

Contact us

For further brand materials or press inquiries, contact Suunto’s marketing team.

<a href="mailto:lotta.prinssi@suunto.com" class="bb-button">Get in touch</a>