What is a brand?

So, what is a brand? Simply put, a brand is simply expectations. The substance and value of any brand are made up of the associations that the outside world associates with the business, the name and the logo.

It is, therefore first and foremost, our target groups that define the Netadmin brand, not ourselves. Our global brand represents who we are to the world, so we both must protect it and live it.

For Netadmins, our brand, and its promise is reflected in their daily work experience. Netadmins are ambassadors of the Netadmin brand and deliver on it, every day.

Our global brand

Our global brand is built on a number of elements that work in support of each other to help people understand who we are, what we stand for, and what we’re in business to do.

Each part has a specific function in helping us deliver an extraordinary fiber platform and customer experience.

Brand vision—our guiding star

States where we are going as a company and what we want to be:

Doing what we believe in – being the best enabler of our client's digital evolution, bringing together their vision for the best digital experiences for people and businesses.

Brand promise–our proposition

The value and benefits we bring to our customers and coworkers:

When people think of Netadmin, they think of a company that brings people together, enabling digital experiences. By helping customers achieve their goals, be free to do business their way, and realize their ambitions, we provide the software needed to drive innovation and connect in ways never before possible.

Key Messages

Our key messages are those assets and features of our business that substantiate our claims.

Brand stance–our positioning

The single idea we want to own in our customers’ minds is:

Enabling digital experiences.

Personality–experience standards

Our personality tells people what we’re like to work with.

Core values—our attributes

They guide how the team works and how we make decisions every day. These values help make the difference between a good and a great company.

The best customer experience is at the heart and soul of our brand. At Netadmin, we believe that we have been called to serve our clients. Our commitment is to create the best fiber platform and customer experience. This is not an initiative or a program; it’s a state of mind—a passion.

Of course, passion without a plan can turn into a well-meaning failure. That’s why we’re serious about the ideas that make up our brand vision. Ever since our founding in 2004, Netadmins have made choices based on what’s right for our customers because, in both the short and long term, what’s right for our customers is right, period. This is deeply integrated into our day-to-day activities.

The successes enjoyed by Netadmin are not based on a system or a model but on a deeply-felt conviction that we should always place our customer’s needs and experience first. At Netadmin, we believe that our business model should be a natural and logical result of our focus on our customers.

We know that by helping our customers succeed, we can ensure our own sustainable success. Therefore, we strive to maintain a customer-centric approach in everything we do.

Extraordinary software and customer experience, delivered through extraordinary people

Our aim is to give every one of our customer's confidence in our experts, our products and services, and the way we do business.

We must show our understanding of our customers’ needs and recognize the things they want to know at each stage of their journey with us.

To be able to see the world through our customers’ eyes helps us to connect with them, their business, their passions, and their requirements. It will help us get even closer to our customers. Ultimately, this will help us being the best enabler of our client's digital evolution, bringing together their vision for the best digital experiences for people and businesses.

They think of a company with passionate people that are engaged, responsive, and trustworthy at heart. Netadmin helps our customers grow and expand, change, and adapt.

We are something extraordinary. We are the best enablers of digital experiences.

Netadmin was established with the belief that there are more effective ways to build and develop a fiber business in our industry. Our aim is to provide a distinct and improved option that is far removed from any negative stereotypes that may exist. As such, our brand promise embodies a mindset that values innovative thinking and challenges conventional norms.

We’re enabling digital experiences

We are Netadmin, enablers of digital experiences. We exist to help fiber network operators achieve their vision for the best digital experiences for people and businesses. We provide end-to-end solutions and services that enable our clients to achieve their goals, be free to do business their way, and realize their ambitions. We believe that our software drives innovation and brings people together to create the best possible digital experiences. With our commitment to excellence and focus on customer satisfaction, we are proud to be the enablers of digital experiences.

Innovation that works

At Netadmin, we pride ourselves on our deep understanding of technology and the unique needs of small and medium-sized enterprises. As such, we are constantly evaluating new tech innovations based on their technical specifications and how they can simplify and streamline our customers' business processes. We firmly believe that technology should be a tool to make life easier, not just something to be pursued for its own sake.

We build software for the customer journey

The most important in a business is the customer. To create a great customer experience, you need to control your value chain. We often talk about the customer journey - how your customer’s lifecycle is from the first touch to an ongoing relationship. The fiber business is, by nature, complex, and this complexity needs to be handled efficiently. With our extensive knowledge of helping fiber operators with these tasks, we understand what an operator needs to create this optimized journey.

Software-for-life

We exist to support our customers in their journey. From small start-ups to global enterprises, we ensure that you have a purpose-built and reliable product that you can grow with and that it stays up to date with the latest features and improvements. We’re working after the device software for life. It means that we put the customer in the center position of our development with a close connection to them and the possibility of being involved in innovating new capabilities and add-ons.

Establishing a position means gaining a place in people’s awareness – Our positioning describes the space Netadmin uniquely occupies in the market. It explains the value of our overall business in a precise, concise way.

It is essential because it differentiates us in today’s crowded marketplace – it’s a key pillar of our brand. It’s because of our positioning that we can be the best enabler of our clients digital evolution.

Consequently, enabling digital experiences is a broad, emotive idea. It focuses on an approach, it stands for innovative thinking that genuinely challenges pre-existing conventions, and it brings together the ideas we value and the benefit of what we at Netadmin uniquely do.

We are proud to be the enablers of digital experiences.

Our personality attributes reflect what we’re like to work with and should inform the overall tone, visual and verbal, of our communications. The combination of these attributes makes Netadmin who we are and describes what we are like to work with.

We are inspired by and are passionate about our customer’ business. We understand what it takes to succeed, and we share our customer’ optimism and we never hesitate to make an extra effort when it is necessary for our customers to achieve their goals.

We are always available and present - in many cases, this means working locally with our customers. We are always flexible, and we use our creativity to embrace change and generate— innovative solutions for our customers’ ever-changing business environments.  

Our easygoing Netadmins make the difference for our customers, by transforming their world for the better with leading-edge technology to support their business vision. Our customer’s experience with us should make their lifelives easier through our straightforward, and caring approach.

Passion in all we do, engagement, trust, responsiveness, and empowerment. These values are not just words on a page; they are the guiding principles that shape our company culture and define our way of working. We strive to embody these values in everything we do and hold ourselves accountable even when no one is watching.

Our values are not just standalone ideas; they are interconnected and support each other, creating a foundation of excellence that we are proud to be a part of. We didn't come up with these values ourselves; we discovered them through the process of doing our best work and striving for greatness.

We’re Passionate – because we take great pride in our work

You’ll notice the value isn’t just ‘passion,’ it’s ‘passion in all we do. Passion is an essential part of our culture. We have created an environment that people enjoy being part of, and where they take great satisfaction in the work they do. Our passion keeps us motivated to succeed, to make progress and to keep solving problems.

As an organisation, we’re passionate about helping others to succeed, as well as ourselves. We want to create a supportive environment where people can learn from one another and have a thriving career full of opportunities so they reach their full potential.

Why? Passion is what drives a company forward, motivates employees, and keeps customers coming back. Without it, a company is just going through the motions, lacking the spark that ignites true success.

Our inspiration for the visual identity came from a deep understanding of our brand values and the messages we want to convey. We wanted to create a visual identity that was bold, modern, and unique while still maintaining a sense of simplicity and elegance. The resulting visual identity is a true reflection of our brand and what we stand for.

By using our visual identity consistently across all of our communications, we can create a cohesive and recognizable brand experience for our customers. From our website to our advertising campaigns, each piece of communication is an opportunity to reinforce our brand and connect with our customers in a meaningful way.

Logo system

Our logo is the most important part of our visual identity, signposting to our audience when they are interacting with Netadmin. It’s a guarantee of quality that unites our products and services.

Our logo concists of three elements; combines a dynamic "N" symbol with the wordmark and our tagline. The symbol features clean, minimalist design elements that convey upward momentum and forward progress through subtle dimensionality.

This visual representation perfectly aligns with our brand promise and values. As the cornerstone of our visual identity, the logo should be prominently featured while maintaining consistent usage across all materials.

Clear space

Always include sufficient breathing space around uses of the full Netadmin logo (symbol and wordmark together) or the symbol on its own to ensure they don’t compete for attention with other visuals.

Use the height of the crossbar at the top of the abstract “N” symbol (see below) as a guide to ensure every use of the logo or symbol has enough breathing space.

Placement

The Netadmin logo or symbol must be placed prominently and intuitively in any application in which it appears. Always be sure the logo or symbol appears with a high enough contrast to its background that its edges are clearly defined and the wordmark is legible.

Logo color

The logo should only appear in Netadmin Black or Netadmin White, with the option of having the symbol outlined in either color. Netadmin Black is the preferred choice, while Netadmin White should be used only on sufficiently dark backgrounds.

Product logos

Our product logos consist of three key elements carefully combined: the Netadmin brand mark, the specific product identifier, and the version number. This standardized format ensures consistency and clarity across our product line. To maintain brand integrity and prevent confusion, these product logos have been thoughtfully designed and should remain unmodified.

Partnership logo lockups

Partner logo lockups denote high-level partnerships. For example, below is a lockup used to represent the partnerships between Netadmin and Billogram.

Primary brand colors

Color is core to our brand identity. Our primary palette - Netadmin Blue, Black, White, and Yellow - embodies confidence and elegance while reinforcing our "simplicity creates impact" principle.

As a Swedish company, our colors pay homage to our Nordic heritage - the Netadmin Blue and Yellow echo the colors of the Swedish flag, while creating bold, unforgettable visual impact alongside our sophisticated black and white that provide timeless contrast.

Netadmin Yellow provides vibrant energy and optimism to our brand, but should be used sparingly as an accent color to create emphasis or highlight key elements. Its bold nature means a little goes a long way - consider using it for small decorative elements rather than large areas of color.

To maintain consistency across our brand, all Netadmin assets should primarily use these four colors, except for photographs and specific instances where detail grays or accent colors are prescribed below.

While Netadmin Black and White should always remain pure, you may explore tints of Netadmin Blue and Yellow. However, ensure the full-strength versions of these colors remain dominant in your designs.

Detail gray

While our primary colors work well for most marketing materials, detail grays play an important role when presenting complex information. These subtle shades help create visual hierarchy and distinction, particularly in detailed documents like brochures, white papers, and technical documentation.

When you need to emphasize different levels of information or distinguish between values in charts and graphs, our detail grays 1-4 offer the perfect solution, especially when varying text size alone isn't enough.

Accent colors

Accent colors should only be used when they serve a specific purpose, not just for decoration. Stick to our primary brand colors and detail grays unless you have a clear functional reason to use an accent color.

Consider using accent colors when you need to show status indicators, emphasize important elements, or prompt user actions - situations where our main colors (Netadmin Black, White, Blue, and Yellow) or detail grays aren't sufficient. For instance, in presentations, you might use accent colors to draw attention to crucial information or distinguish between different features.

Remember that accent colors should complement, not overshadow, our primary brand colors. They should be distinct enough that they're never mistaken for our core brand palette.

Typography

Our typography system uses two complementary typefaces - Inter and Lora - that work together to create a professional, modern, and highly readable visual hierarchy across all our communications.

Primary Font: Inter

Inter is our primary typeface, used for headlines, body text, and user interface elements. Its clean, modern design and excellent readability make it perfect for both digital and print applications. Inter's versatile family includes multiple weights that help create clear hierarchies in our communications.

Secondary Font: Lora

Lora serves as our secondary typeface, adding sophistication and personality when needed. Its serif design provides an elegant contrast to Inter, making it ideal for long-form content, pull quotes, and special editorial pieces.

Inter

Body copy

abcdefghijklm
nopqrstuvwxyz
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
0123456789
!@#$%^&*(

Imagery

Our imagery creates a powerful emotional connection with our brand by authentically capturing the spirit of our employees, and the innovative industries we serve. Through carefully crafted photography, we showcase both the human side of our business and the day-to-day realities of our work.

We maintain a consistent photographic approach across all communications, ensuring that lighting, composition, and colors work together harmoniously. This creates a cohesive visual library where every image - whether featuring customers, employees, or management - contributes to telling our brand story.

Our imagery reflects the rich diversity of our community while remaining easily interchangeable within our broader visual system.

General aesthetic

Choose images carefully to convey what we define as authentic elegance - a style that feels both polished and genuine, regardless of whether using custom or stock photography. Look for images that captivate attention, inspire emotion, and create meaningful connections with viewers. Always ensure your chosen imagery aligns naturally with accompanying text in both messaging and visual tone.

Guidelines

Our images should extend to the edges of their frames (full bleed) to maximize visual impact. This approach lets photos breathe and creates a more immersive experience. When selecting or editing images, ensure there's sufficient empty space to accommodate text overlays and our logo. Through thoughtful cropping and composition, we can enhance visual interest and create focal points that draw viewers in while maintaining practical functionality.

Tone of voice

Maintaining a consistent tone of voice enables us to express our brand personality and deliver our brand positioning with a unique style. It defines how we communicate, both verbally and in writing, across all channels and touchpoints.

These guidelines show how to best communicate our brand promise. The right message and tone are essential for effective communication.

Why Tone of Voice Matters

Our audiences need to understand what makes Netadmin different - the unique benefits and value we bring as a partner. The way we communicate helps position Netadmin distinctively in the hearts and minds of our customers, partners, and stakeholders.

Creating the right tone and content in our written communications is crucial to delivering an extraordinary customer experience.

To achieve this, we must understand our customers' real-life experiences and how they relate to our business. This enables us to provide the appropriate level of detail at the right time.

We should also be passionate about our customers' business and talk about things we know are relevant and helpful in their day-to-day operations.

Finally, we should ensure that our opinions are intelligent and engaging, so that we can create positive connections and have meaningful conversations that endure.

Our Voice Characteristics

Confident

We speak with authority born from expertise, but never cross into arrogance. Our customers trust us because we know our field deeply, yet we remain humble enough to listen and learn.

Our communication style is:

• Assured without being overbearing

• Knowledgeable while remaining approachable

• Clear and measured in our delivery

Inspiring

As an innovative and forward-looking company, we embrace creative language that energizes and engages.

Our words should:

• Spark imagination and possibility

• Feel fresh and dynamic

• Convey energy and enthusiasm

Personal

While maintaining professionalism, we keep our communication warm and relatable.

We aim to be:

• Conversational yet professional

• Direct and clear

• Genuine in our interactions