Rubber Wheels
Brand kit
Logos, colors, and brand guidelines
Use these assets when writing about Rubber Wheels in press, partner materials, or third-party content. If you need help, get in touch.
Tagline”Your neighbor’s already driving by.”
Quick facts
Founded
Rubber Wheels Oy, Helsinki, 2026
What
Nordic peer-to-peer cargo marketplace
How
Senders post, drivers bid, lowest price wins
Markets
Finland, Sweden, Norway, Denmark
Available
App Store, Google Play, kumipyorat.fi
Logos
SVG is preferred — it scales and stays sharp at every size. Use PNG only when SVG is not supported.
Colors
The core palette is two-color: Brand Black and Brand Red. Brand Orange only appears in the logo mark center.
Brand Black
#1A1D2E
RGB 26, 29, 46
CMYK 80, 70, 45, 90
Brand Red
#E63946
RGB 230, 57, 70
CMYK 0, 90, 70, 0
Brand Orange (logo center)
#DC5028
RGB 220, 80, 40
CMYK 5, 80, 90, 0
Typography
Wordmark — Georgia Regular, two-color
Free from Google Fonts. Weights 400, 500, 600, 700, 800.
Do / Don’t
Do
- Use SVG whenever possible — it stays sharp at any size.
- Keep clear space around the logo equal to at least the height of the mark.
- Use approved color pairings: white logo on dark backgrounds, color or black on light backgrounds.
Don’t
- Don’t redraw the logo, change proportions, or add effects (shadow, gradient, outline).
- Don’t separate the wordmark colors — ”Wheels” is always red.
- Don’t simplify the mark above 64 px — the wheels and radiating arrows are part of it.
Advertising and campaign style
Display banners, social-media visuals and the heroes of campaign pages all use one consistent scene style. A light blue-grey background, a geometric sky-hill-road-vehicle illustration in which the item being moved is brand red. The headline is a question or observation + a short answer, with the anchor word in red. The angle: a new Finnish invention, your own car is enough — warm, direct and inclusive.
Key rules
- Background
#E0ECF1(light blue-grey) + a 1 px border#d1dde4, 8 px radius. - Hero illustration 300×220: a sky gradient (greenish light), a small sun, a rolling hill, a dark road, a vehicle with its load. The load = Brand Red
#E63946. - Headline Georgia serif 19–22 px, anchor word in Brand Red. E.g. ”Take it the last mile and earn” or ”Did you know? …earn along the way”.
- Bullets: a green
#10b981circle + a white check, sans-serif 13 px, three or fewer. - CTA Brand Red background, white 700 weight, 10 px radius, a subtle pulse animation. A verb + arrow (e.g. ”See how it works →”).
- Footer the wheel logo (mark + Georgia ”Rubber Wheels”) on the left, the URL on the right. Not a plain text wordmark.
- Eyebrow: a small red all-caps line above the headline (e.g. ”A new Finnish invention”) — positioning + Finnish origin.
- Vehicle: an ordinary passenger car with the load on top (e.g. a sofa on a roof rack). NO trailer — ”your own car is enough”, don’t narrow the audience.
- Trust line: the Avainlippu mark (once granted) + ”A Finnish app”.
Voice
- Builds trust — lead with Finnish origin, transparency and safety: ”you pay only on arrival”, ”verified drivers”, ”Stripe-protected payment”. Trust is the heart of the campaign: a cold audience + a new concept needs reassurance before the download.
- Informal, a warm ”shopping buddy” — address people directly and casually (like Tori’s Ideas & tips). No corporate jargon.
- A new Finnish invention — lead with Finnish origin and novelty; it builds trust.
- Inclusive — ”your own car is enough”, ”you’re driving your route anyway”. Don’t require a trailer or a van.
- Concrete benefit first — €50–200 per gig, you pick the gigs, payouts on Fridays. Numbers, not empty promises.
- Honest — promise only what’s delivered; no clickbait.
The Finnish Avainlippu
Avainlippu, the Key Flag (Association for Finnish Work), is a mark of Finnish service. Rubber Wheels was granted the Finnish Service Key Flag on 11 June 2026 — it certifies that the service is produced in Finland by a Finnish-owned company. The mark is used in trust-building contexts: banner and campaign trust rows (alongside “Finnish app”), social media visuals and media materials. Always use the official blue artwork on a white flag background, keep the clear space and never modify the mark. The grant can be verified in the Association for Finnish Work mark registry.
Full style guide: Brand Guidebook (PDF) · for more, email hei@kumipyorat.fi.
Founders
Behind Rubber Wheels are two founders with complementary roles: business and direction, and user experience and trust.
Risto Pukki
Founder & CEO
Risto has built and scaled technical service businesses for over 17 years, working on growth, commercial models and AI across the Nordic and EU markets. Rubber Wheels was born from a simple observation: every day the Nordic roads carry a huge amount of empty cargo space, while others pay for separate transports. Risto leads the company’s direction and business, and ensures the service was built to European rules from day one.
Uber owned no cars. Airbnb owned no hotel rooms. Rubber Wheels owns no vehicles, yet every car and van in the Nordics can be part of our network. We wanted to build the service according to European rules from the very beginning, because it is both right and a long-term competitive advantage.
Photo: Anastasia Taldrik.
Virve Pukki
Co-founder & CXO
The CXO, Chief Experience Officer, is responsible for how Rubber Wheels feels to the user: both the usability of the app and whether people experience the service as genuine and trustworthy. Virve is an information management and data strategy expert who has brought clarity and structure to complex challenges in large organisations. She applies the same approach to Rubber Wheels: when people hand their belongings to one another, trust is built on clarity and consistency. Virve builds the service so that every step feels safe and every delivery strengthens trust in the service’s authenticity.
People don’t hand their belongings to a stranger unless they trust the service. My job is to make that trust visible: clear steps, transparent ratings, and the feeling that every delivery goes exactly as it should. Trust isn’t one feature, it’s the foundation of the whole service.
Photo: Rubber Wheels Oy.
Photos for press
High-resolution images for stories about Rubber Wheels. Free to use in editorial context with attribution (Photo: Rubber Wheels Oy unless otherwise noted). Captions are included in the ZIP and available separately. Click an image to open it full size.
In action
Delivery completed at a lakeside cottage
A driver hands over an outboard motor brought on a trailer; the app shows the completed delivery and the driver’s earnings.
Download image (JPG)
Loading a shipment
A sender and a driver load a shipment onto a trailer; the app’s start screen reads “Order a delivery. Earn on your way.”
Download image (JPG)App & network
One app, four Nordic countries
A car with a trailer on the highway and a map of Finland, Sweden, Norway and Denmark; a route watch notifies a driver of a matching shipment along the way.
Download image (JPG)
The Rubber Wheels mobile app
Launched on 24 April 2026; available on the App Store and Google Play in five languages (Finnish, Swedish, Norwegian, Danish, English).
Download image (JPG)
Order a delivery or set a route watch
The app’s main screen: order a delivery, or set a route watch for shipments along your route.
Download image (JPG)People
Virve Pukki, Co-founder & CXO
Virve Pukki, co-founder and Chief Experience Officer at Rubber Wheels. Photo: Rubber Wheels Oy.
Download image (JPG)Downloads
Everything together or one file at a time.
Press and contact
Interviews, press inquiries, or partnerships:
hei@kumipyorat.fiPress releases and coverage of Rubber Wheels: Newsroom →
Usage rights
The Rubber Wheels trademarks and logos are property of Rubber Wheels Oy. You may use these assets for editorial, non-commercial reference to Rubber Wheels. Don’t modify the logo, imply a partnership, or use the assets in your own products or services without permission. Questions: hei@kumipyorat.fi.