Foundations

Logo

The logotype is custom drawn. It is not a typeface and must never be re-typeset, stretched, recolored outside the approved palette, or rebuilt from a font. Always place it from the provided asset files.

Background tester

On light backgrounds: Upryt Ink wordmark with a cyan Uptick. On dark: Paper wordmark with a cyan Uptick. Cyan stays cyan in both modes.

Upryt logo on selected background

Never render the full wordmark in cyan. Never render the Uptick in ink. Minimum sizes: wordmark 96px wide, monogram 24px. Below 24px use the monogram without the box.

Variants

Five approved lockups. There is no sixth.

Primary wordmark on light
Primary wordmark on dark

Primary wordmark

Min 96px wide

The default. Website header, decks, docs, proposals, email signatures.

Wordmark + Uptick on light
Wordmark + Uptick on dark

Wordmark + Uptick

Min 96px wide

When the layout benefits from the accent mark: hero sections, social banners.

U monogram + Uptick on light
U monogram + Uptick on dark

U monogram + Uptick

Min 24px

Favicon, avatar, app icon, small placements. Below 24px use the monogram without the box.

Boxed monogram on light
Boxed monogram on dark

Boxed monogram

Min 32px

Watermarks, stamps, square social avatars.

Boxed lockup + tagline on light
Boxed lockup + tagline on dark

Boxed lockup + tagline

Min 180px wide

Formal contexts: proposals, cover pages, partnerships. Carries the Agency FB tagline, YOUR GROWTH PARTNERS.

The Uptick

The cyan corner mark is the brand's signature element. It reads as an upward arrow: growth, direction, movement.

Standalone glyph

As a list motif

  • Growth
  • Direction
  • Movement

Rules

  • One Uptick per composition.
  • Always square cornered, always cyan.
  • Always pointing up and to the right.

Clear space

Keep a margin equal to the height of the u letterform on all sides. Drag to see it grow; nothing else enters that boundary.

Clear space demonstration

Misuse

Do

  • Use the supplied PNG/SVG files at their native proportions.
  • Switch to the Paper variant the moment the background gets darker than ink-600.
  • Give the mark room. Nothing crosses the clear-space boundary.
  • Keep one Uptick per composition. It is an accent, not a pattern.

Don't

  • Recolor the wordmark or fill the Uptick with anything but Upryt Cyan.
  • Stretch, skew, rotate, outline or add shadows, glows or bevels.
  • Place the mark on a busy photo without an ink scrim behind it.
  • Retype 'upryt' in a web font or set the tagline outside the boxed lockup.
  • Lock the mark to another logo without a 2x divider rule.