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Brand guidelines

The Ordvald brand.

How to use the Ordvald name, logo, colour and type, and how Ordvald sounds. Use this page with partners, designers and anyone making material about Ordvald.

01 · Idea

The record.

Ordvald joins two Old Norse words: ord, the word or record, and vald, power. The power of the record.

Cities make decisions in public. Every number Ordvald produces comes with the video that proves it, so the people who use our counts can stand behind them.

Audience
Municipal traffic and transportation teams; universities and researchers; engineering consultants
Promise
Traffic counts you can defend
Proof
Annotated video and a timestamped event log behind every count
Personality
Serious, exact, plain-spoken, calm

03 · Colour

Colour

Ordvald is dark by default: basalt surfaces, bone text, and one accent, Signal, used sparingly for calls to action, focus and the logo ring. Every text pairing meets WCAG 2.2 AA.

  • Basalt

    #0B0D0F

    Page background

    Bone 16.2 : 1

  • Raised

    #12161A

    Bands, header, footer

    Bone 15.1 : 1

  • Card

    #181D21

    Cards and panels

    Bone 14.1 : 1

  • Line

    #262D33

    Hairlines and dividers

    Decorative

  • Bone

    #EDEAE3

    Primary text, logo

    On basalt 16.2 : 1

  • Ash

    #A9ADAA

    Secondary text

    On basalt 8.6 : 1

  • Slate

    #868D90

    Captions, tertiary text

    On card 5.0 : 1

  • Signal

    #F2A007

    Accent: calls to action, focus, logo ring

    Basalt on signal 9.1 : 1

  • Signal Deep

    #B87900

    Accent on light backgrounds

    Large text and graphics only

  • Paper

    #F5F3EE

    Light surface: print, documents

    Basalt 17.6 : 1

Data colours

One fixed colour per road-user group in every chart, in this order. Checked for colour-blind separation on the card surface. Labels and numbers stay in text colours, never in the data colour.

  • Pedestrians#3987E5
  • Cyclists#199E70
  • Vehicles#D95926

04 · Typography

Typography

Display · Archivo, 108% width, Bold–ExtraBold

Counts you can defend.

Eyebrow · 125% width

Body · Inter, Regular and Medium, 17 px / 1.65

Upload your footage from any web browser. Ordvald tracks every road user across the scene and counts each one once.

Data · JetBrains Mono, tabular figures

17:02:21 · Pedestrian · NB

1,282

All three are free, open-licence fonts (SIL Open Font License) from Google Fonts. In Word and email, use Arial if they are not installed.

05 · Voice

How Ordvald sounds

  • Plain words over jargon

    Do: Ordvald counts every pedestrian and cyclist in your video.

    Don't: Our AI-powered multimodal computer-vision platform delivers actionable insights.

  • Specific over grand

    Do: Counts by direction, in 15-minute intervals, with peak hour and PHF.

    Don't: Revolutionizing mobility intelligence for the cities of tomorrow.

  • Confident, never inflated

    Do: Every study comes with the annotated video, so you can check any count.

    Don't: Guaranteed 100% accuracy in any conditions.

  • Short sentences, active verbs

    Do: Upload your footage. Mark the crosswalks. Download the counts.

    Don't: Footage can be uploaded, after which crosswalks may be defined by the user.

Write in Canadian English (colour, licence, behaviour, centre). Say “AI” rarely; say what it does instead. Never promise accuracy figures we haven't measured on the customer's own footage.

06 · Messaging

Approved copy

Tagline
Traffic counts you can defend.
One-liner
Ordvald turns traffic video into counts of pedestrians, cyclists and vehicles that cities can check and defend.
Short description (40 words)
Ordvald is a video analytics service for cities. Upload footage from any camera and get counts of pedestrians, cyclists and vehicles by direction and 15-minute interval, with an annotated video that backs up every number. No hardware to buy.
Boilerplate
Ordvald helps cities, universities and engineering consultants count the people and vehicles that use their streets. Teams upload footage from the cameras they already have, and Ordvald detects, tracks and classifies every road user, reporting counts by direction, zone and 15-minute interval. Each study includes an annotated copy of the video and a timestamped event log, so every number can be checked. Ordvald is based in Windsor, Ontario.

07 · Files

Downloads