This is a live resource that will evolve with us as we grow. Here, you will find detailed guidance on how to bring our brand to life with flexibility, efficiency, and most importantly, consistency across all communications.
Guidelines are split into four sections:
Broadband today is critical and we all depend on it. But too often the category is letting customers down with unreliable promises and frustrating customer service. Upp is here to set a new standard. We will remove barriers and interruptions to effortless, connected living. We call it...
Next level
broadband.
Our biggest competition is customer inertia. To unjam inertia our brand needs to cut through and create momentum.
This means:
We are unmissable and distinctive…
Making our presence known, captivating and connecting with each and every audience.
But we’re also quietly brilliant…
Our brand reflects the experience of Next Level Broadband: Working brilliantly in the background - reliably, quietly and consistently.
1.0
Upp's foundations.
Upp is built on the idea of flow – the opposite of the familiar and frustrating interruptions like glitches, buffers and loading time nightmares. Flow is both the experience we aim to deliver for customers, and the means to achieve it.
Purpose
The reason we exist
We're here to remove barriers and interruptions to effortless, connected living.
Ambition
Where we want to be, and by when
In 5 years we will power 500,000 households, with our first customer as happy as our most recent.
Trajectory
How we will get there
By making all aspects of the experience flow.
Flow is working collaboratively
Flow is being transparent, flexible & upfront
Flow is making things simpler
Flow is removing barriers & interruptions
Values
Our values guide how we show up to work each day. It’s what we should expect from ourselves and each other.
On it.
We take responsibility, feel ownership, make decisions and take action.
The big picture.
We never lose sight of the positive impact we can make on people’s lives, on communities and on the planet.
Positivity is a magic ingredient.
Let’s assume positive intent, let’s enjoy our work, let’s have fun together. We’ll all be happier and more successful.
Small details,
big differences.
Whatever our role, precision about details can make all the difference.
Winning together.
We can only win through teamwork. Win or lose, we keep learning.
2.0
How we act.
How do we create experiences that flow?
In this section we unpack the needs of our target audience, explore their expectations through the customer journey, and define the service traits that will reinforce our promise.
Key engagement moments.
The customer journey unpacks the key moments in the end-to-end experience where customers are won or lost, and the role we need to play to keep them engaged, happy and loyal.
01
Consider
Our Aim
Connect with local stakeholders and trigger intrigue to break inertia.
How to make a difference
Make a real effort to connect with the community before engineering works begin and make visible attempts to minimise day-to-day disruption.
Key Consumer Goals
– To register my interest
– To understand what's
happening in my area
Key Channels
– Local marketing
– The Upp website
Flow Boosters
– The brand is seen to be
investing in the community
- The brand is mindful during
engineering works
Flow Barriers
– They feel marketing spam
is excessive
– They feel the engineering
works is disruptive
02
Research and switch
Our Aim
Build belief in Upp’s reliability while giving people switching confidence and control.
How to make a difference
Build confidence by making packages clear, transparent and relatable to the lives of our audience. Similarly, ensure the installation process is easy to digest and make Customer Support actively available throughout.
Key Consumer Goals
– To find the best package
for me and my household
- To improve the connection,
service and/or price
– To switch seamlessly
Key Channels
– Search
– The Upp website
– Web chat / sales support
– Review websites
Flow Boosters
– The contract and
installation fits their
lifestyle
– The sign-up experience is
intuitive and reassuring
with helpful sales agents
Flow Barriers
– They struggle to navigate
jargon, claims and charges
– They fear internet
downtime during the
switch
03
Installation and set-up
Our Aim
Be courteous of people’s time and home, leaving them Wi-Fi happy and well informed.
How to make a difference
Be transparent about timings with alerts or calls before arrival.
Onsite, openly discuss and adapt the installation process to maximise satisfaction and long-term connectivity (e.g. promoting additional routers if needed).
After tidying the worksite, involve the customer in connecting a primary device, running a speed test and showing them how to access support.
Key Consumer Goals
– Minimise disruption to my
day and home
– Minimise any risk to me -
i.e. Covid safety, home
security
Key Channels
– Text alerts
– Engineers
– Starter pack
- My Account
Flow Boosters
– The engineer was flexible
respectful and efficient
– The engineer gave me
confidence that I’m
connected before leaving
Flow Barriers
– The engineer was late,
didn’t show up or couldn’t
get the job done
– The engineer left a mess or
you didn’t listen to my
needs or concerns
04
Support and fix
Our Aim
Be proactive with support and fix issues faster than expected.
How to make a difference
Proactively reach out if problems are spotted. Go above and beyond with self-help guides while making it easy to reach customer support.
Customer support staff should always empathise with the customer’s situation, show urgency and see the fix through to completion.
Key Consumer Goals
– Maximise my WIFI around
the home
– Fix a problem quickly
Key Channels
– Upp Website
– Customer Services
– Engineering team
– My Account
Flow Boosters
- The customer can diagnose
and self-serve issues
quickly
– Support staff valued their
time and owned the issue
– Support staff were
empathetic and said sorry
Flow Barriers
– The customer had to wait
longer then expected, call
multiple times or talk to
multiple people
05
Pay, renew, cancel
Our Aim
Avoid nasty billing surprises and make account changes effortless
How to make a difference
Make billing easy to access and be upfront about any changes in price.
Avoid price differences for new and existing customers and don’t add charges where they're not expected (e.g. closing my account).
Key Consumer Goals
– To maintain or reduce
broadband charges
– To make admin changes
quick
- To close my account
without fees
Key Channels
– Billing alerts
– The bill
– My Account
– Customer services
Flow Boosters
– Contracts are flexible
– Bills don’t change
- No hidden charges
Flow Barriers
– There were hidden charges
– Contract renewed
automatically at a higher
rate
Experience Principles
Our Customer Experience (CX) Principles define characteristics to uphold during the design and delivery of customer engagement, ensuring we live up to our promise of flow. No matter how fleeting the interaction, everyone who influences the customer experience should review their actions through the lens of the CX principles.
Brilliantly simple.
We make every interaction feel brilliantly simple, effortlessly connecting touchpoints and making technology work intuitively.
Actively helpful.
We make people feel supported at all times, taking ownership of issues and enabling customers with the tools they need, when they need them.
Thoughtfully tailored.
We ensure people feel recognised and respected, with an eye for detail we reflect their personal needs and circumstances in everything we do.
Without surprises.
We create a sense of reliability by being transparent and always managing people’s needs and expectations ahead of time.
3.0
How we write.
Messaging hierarchy
Our messaging hierachy provides an overview of the key selling points of our brand
Top level messaging
Next level reliability
Key sentiments
Full fibre connection, not copper.
It’s your connection, you don’t share.
Consistently high speeds.
Next level coverage
Key sentiments
Reaching all corners of your house using high-spec technology.
Router in best-in-class.
Dedicated to delivering in underserved areas.
Next level service
Key sentiments
East of England based support team.
Easy to get set up, you choose your install date.
Secondary messaging
Simple
Key sentiments
No fuss, just fast, reliable broadband.
No complicated options.
Easy to understand pricing.
Supporting Communities
Key sentiments
Upp Academy, training local workforces.
Based in East of England, choosing local suppliers first.
Bringing full fibre to YOUR community.
Fair
Key sentiments
What price you see is the price you pay.
No hidden extras.
No unexpected price hikes or changes.
TOV Principles
Our principals outline the tone and personality. It's how we want to sound when we speak
We tell stories and use metaphors, but always stick to the point.
E.g. To charging points in WiFi blind spots, we say roam free!
We’re engaging and charismatic, but it's not always about us.
E.g. Seven users? No problem.
We like to be topical and locally relevant, but not in a forced way.
E.g. LN1, get on Upp!
We can be witty at times, but we’re not all about being the funny guy.
E.g. Swear jar full of WiFi frustrations? Switching is simple.
Conventions
Our conventions are clear rules which help guide how we bring our tone of voice to life
Upbeat
Mostly short, but some long sentences
Reliability
Nobody enjoys glitching, buffering, and
connection dropouts. Upp gives you a life uninterrupted.
Coverage
Your connect is yours and only yours. Enjoy a direct connection to your house with guaranteed speed.
Support
We put you in control. Choose the install date that works best, sit back, and be set up for broadband success.
Well-timed questions
Reliability
Glitching and buffering nightmares getting you down? Time to level Upp!
Coverage
Got that one room that is always slower? Not with Upp's top-of-the-range router.
Support
Fed up with unreliable customer support? Our team are in the area, so they know where you're coming from.
Rhyming and alliteration
Reliability
A private connection direct to your door means 24-hour speed guaranteed.
Coverage
Turn WiFi pains into WiFi gains with Upp's powerful router that harnesses your full-fibre connection.
Support
Our support team are here to help you stream – like a dream!
Invitation verbs
Reliability
Need better reliability? Get on Upp!
Coverage
Ready for next level coverage? Get on Upp!
Support
You deserve better support. Get on Upp!
Bite-sized
Boil it down
Reliability
A reliable full-fibre connection that won't let you down.
Coverage
WiFi that works in every corner of the home.
Support
Get the support you need when you need it.
Snackable education
Reliability
FTTH stands for Fibre-To-The-Home.
It’s faster and more reliable because it’s connected to your door, not your street - unlike most providers!
Coverage
We provide a state-of-the-art router.
It takes full advantage of your fibre connection,
providing a stable connection to every room of the home.
Support
We're here whenever you need help.
Browse our comprehensive guides and start your journey towards WiFi-mastery.
Be ordinary
Accessible language
Reliability
Your fibre optic connection runs directly into your home, so you’re not sharing internet with any neighbours.
Coverage
Next level coverage means all our packages come with the high-spec Linksys Velop router.
Support
With a local support team, you’ll be speaking with someone who literally knows where you’re coming from.
Explain it in context
Reliability
Symmetry: when the upload speed matches the download speed.
Used for Facetiming nan, League of Legends, and important video calls.
Coverage
A powerful connection of 900Mbps needs a powerful router to ensure WiFi flows throughout your entire house.
Support
Whatever your problem is, our knowledgeable support team can help you through it.
Speak in second person
Reliability
The next level reliability you deserve.
Coverage
Internet coverage that flows across every corner of your home.
Support
Our support team is based in the East of England - If you ever need help, we know exactly where you're coming from.
Quick tips
Titles and headlines
Don’t use title caps, unless for official documents.
– E.g. “Terms & Conditions”
– E.g. “This is a blog title”
Greetings (digital)
Hi [Name] in most cases, Dear [Name] for formal emails, for example in addressing complaints.
Signing off emails with “Thank You” as a first choice, “Kind Regards” as a second.
Sign ofhttps://create.brandpad.io/upp/canvas/#f is “Team Upp”.
Technical terms
Use WiFi, not Wi-Fi.
900Mbps (no space before Mbps).
High-speed broadband should be hyphenated, though preference to steer away from talking about speed over reliability anyway.
Misc
Emojis are ok used sparingly where appropriate on social channels (not LinkedIn, for example).
We like the Oxford comma.
Lowercase URLs in all materials.
4.0
How we look.
Each element within our visual identity plays a specific role. Collectively these elements connect to our overarching design approach – simple by design, joyful by attitude.
Logotype
& lockup.
The Upp logotype is one of our most valuable assets. To promote recognition and memorability, we must ensure consistent use in every application.
Logotype
This is our primary logo - Please treat with care! No redrawing or distorting. Only use the logotype and lockup in it’s original colours.
Black and white versions are available but only can be used if colour can’t be applied due to technical or printing limitations.
Minimum size
Digital usage: 30px
Print usage: 10mm
Clear space
Ensure there's enough clear space around the logotype to boost it’s visual impact.
Minimum clear space should be at least equal to the counter of the ‘P’ character.
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Lockup
Minimum size
Digital usage: 60px
Print usage: 20mm
Clear space
Ensure there's enough clear space around the logotype to boost it’s visual impact.
Minimum clear space should be at least equal to the counter of the ‘P’ character.
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Logotype
& lockup
placement
Our logotype and lockup lives 'upp' at the top of layouts. The optimal placement is in either the top-left or top-right corner.
Sometimes other placements may be necessary - suggested locations shown in faded lockups.
For more information on logotype and lockup sizing please see the grids section.
Logotype & lockup usage
To ensure our message is succinct, we must choose the correct version of our logotype. This means ensuring "Next Level Broadband" exists once either in the lockup or in headline copy.
1. Lock-up
Use when ‘Next Level Broadband’ is not mentioned in the headline copy.
2. Logotype
Use when ‘Next Level Broadband’ is mentioned in the headline.
Do not:
– Use the logotype if ‘Next level broadband’ is not mentioned in the headline.
– Use the lockup if ‘Next level broadband’ is mentioned in the headline.
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Logotype digital shorthand
We use our logotype on all social media user icons. It should be scaled to 75% of the icon width or diameter.
We use the puck device as our favicon.
Square and rounded icons
Logotype should be nudged to the right by a distance of 1% of icon width.
Circular icons
Logotype is centred optically.
Do not:
Centre the logotype without optical adjustment - it will appear too far to the left.
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Logotype
usage with headlines
Our logotype should never be used within headlines. When writing Upp in a headline it should always be in lowercase.
Do not:
Use our logotype within headlines
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Logotype
& lockup
Misuse
To maintain consistency across all applications, please avoid modifing the logotype or lockup. Here are a few things to avoid:
Do not:
1. Change the colour of the logo
2. Tint the logo
3. Use gradients inside the logo
4. Adjust the position of the elements
5. Skew or distort the logo
6. Apply glows, drop shadows or other effects
7. Add elements inside the clear-space
8. Use the logotype in outline
9. Rotate the logotype
If you feel it's necessary modify, please contact the brand team for guidance.
Logotype & lockup
Summary.
01
Logotype
or lockup?
Know which is the right version to choose for the job.
02
Consistency
is key.
Our logotype and lock up prefers to live 'upp' at the top.
03
Keep it
simple.
Consistent use of our logotype and lockup in it's intended form is key to driving consistency and recognition as our brand grows.
Colour.
Our colours are designed to be distinctive and ownable within the sector. It's vital that we are consistent in how we use colour to define our brand and ensure strong recognition as we grow.
Our colours
Blue, Grellow, White and Black are our primary colours. Upp White is used as an alternative to white to give a great contrast, whilst softening severity – which is great for longer passages of text. Although a primary colour, the main purpose of black is for body copy on White or Grellow backgrounds.
Our secondary colours are Cyan and Grey and should be used sparingly.
Orange is our Tertiary colour and serves a specific role within the brand.
Upp Blue
HEX #174DFC
RGB 23-77-252
PMS 2387C
CMYK 91-60-0-0
Upp Grellow
HEX #CEFF00
RGB 206-255-0
PMS 389C
CMYK 21-0-100-0
Upp White
HEX #F5F5F5
RGB 245-245-245
PMS N/A
CMYK 0-0-0-0
Upp Black
HEX #263238
RGB 38-50-56
PMS 7546C
CMYK 0-0-0-90
Upp Cyan
HEX #15DBE5
RGB 21-219-229
PMS 311C
CMYK 65-0-6-100
Upp Grey
HEX #607D8B
RGB 96-125-139
PMS 2166C
CMYK 67-40-20-16
Upp Orange
HEX #FF3D00
RGB 255-61-0
PMS 1655C
CMYK 0-77-100-0
Colour ratio
It is equally important that we use the colours as intended in application. Across the brand, we would appear predominantly Blue, Grellow and White, with the remaining colours playing a supporting role.
As represented here, Orange serves a particular purpose and should be the least used colour.
Role of colour
These few visuals illustrate how colour should be applied across our communications. We ensure elements of particular interest to users, such as navigation, have high contrast to the background colour. By using colour correctly, our visual identity feels simple by design, with a joyful attitude through colour.
Do Not:
Use colour that does not follow the percentage guidance, with a lack of contrast between colours used.
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Combining colour
When combining colours we must maintain a high contrast to promote maximum legibility. Here we have suggested colours that may be used on the relevant background colour, as they offer a great contrast.
All text must follows accessibility guidance - this can be found within the typography section.
Do Not:
Use colours that lack enough contrast from the background.
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Colour pairing
Whilst our colour palette and visual identity encourages flexibility, contrast and legibility should not be compromised. We have recommended pairing certain colours. We always ensure that at least one of Grellow and Blue is visible at all times.
Role of orange
Orange is used as a functional colour, and is designed to create immediacy to flag an error, highlight a warning or suggest something is unavailable.
This is the sole purpose of this colour, and it should not be used for anything else.
Colour
Summary.
01
Think inclusively.
Use colours that have enough contrast and meet legibility standards.
02
Primary focus.
Lead with our blue, grellow and white.
03
Keep it
balanced.
A harmonious and balanced use of colour will bring a joyful attitude.
Typography.
Typography gives our brand character.
Like colour, our typographic style is distinctive to promote cut through and recognition in communications. It helps us to maintain consistency, manage hierarchy and ensure legibility across all applications.
Typefaces
We use two font families throughout our brand -
Recoleta Alt and DM Sans.
Recoleta Alt
Our primary typeface is Recoleta Alt. It is a contemporary font that recalls some of the friendly rounded serifs popular during the 1970s. It combines various characteristics such as the soft and gentle shapes of Cooper or the fluid and the angled strokes in Windsor — mixing them to create something that feels familiar yet fresh.
We use the ‘Alt’ cut of Recoleta throughout our brand as it has a distinctive character that perfectly captures our optimistic and approachable attitude.
DM Sans
Our secondary typeface is DM Sans, it is a low-contrast geometric sans serif commissioned by Google from the Colophon type foundary. It is a clean and contemporary font that has been specifically designed to work well at smaller text sizes. We use it for all our body text.
Headlines
We use Recoleta Alt Medium for all our headlines.
Where possible, we use a headline system which pairs two colours to communicate our conversational tone. Further guidance on this availble later in this section.
Headlines settings
Typeface: Recoleta Alt
Font-weight: Medium
Tracking: 0
Line height: 100% or 110%
Line height
Our headlines work best with 100% line height as it creates an impactful solid block of type. However, sometimes we may need a line height of 110% to improve legibility
Do not:
Use DM Sans in headlines
Body text
As we mentioned our secondary typeface is DM Sans, we use it on body text and some sub-headings. It comes in a range of weights and is an open-source font family that can be downloaded at Google Fonts.
Body text settings
Typeface: DM Sans
Tracking: 0
Line height: 130%
Do not:
Use body Recoleta Alt as body text
Type size ratios
Type sizes should be scaled in proportion to Body 1. Please use the following as a guide to typographic scale, layouts may need to be adjusted for specific layouts.
Example:
Body 1 = 10pt
Heading 1 = 50pt
Sub-headings 1 & 2 = 17pt,
etc.
Heading 1
Recoleta Alt Medium
500% / Line height: 100% or 110%
Heading 2
Recoleta Alt Medium
350% / Line height: 100% or 110%
Sub-heading 1
DM Sans Regular
170% / Line height: 130%
Sub-heading 2
Recoleta Alt Medium
170% / Line height: 130%
Body 1
DM Sans Regular
100% / Line height: 130%
Body 2
DM Sans Regular
80% / Line height: 130%
Caption 1
DM Sans Regular
70% / Line height: 130%
CTA 1
DM Sans Regular & Bold
170% / Line height: 110%
Line lengths
If we want people to read our messages, they need to be comfortable on the eye. Line lengths that are either too long or short can be difficult to read and should be avoided.
Line lengths for body text are best when between 40–60 characters.
Narrow columns
If narrower text columns are needed shorter lines should be between 20-40 characters per line.
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Do Not:
– Use line lengths longer than 90 characters
– Use line lengths shorter than 20 characters
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Alignment
Our typography should be left-aligned in all print and digital applications.
In certain instances centred text may need be necessary. Please seek approval from the brand team if this is required.
Do not:
– Use centred type often
– Use right-aligned type
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Headline formats
We use two headline formats; Dual and Single. Headlines should always use Recoleta Alt Medium, be set in sentence case and use our primary colours.
1. Dual headlines
Our brand relies on our strong, distinctive headlines to demonstrate our warm and approachable tone. Only use the Dual headline when it promotes the flow of the message. If it makes it feel clunky, revert to single headline. See branding or copy team for advise if you're unsure.
Do not:
– Switch the colour hierarchy
– Use title case, all lowercase or all uppercase
– Break sentences or statements in an un-natural way across the two parts of the headline
– Don’t change the colour hierarchy
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2. Single headlines
We can use single headlines if using a dual headline is not possible or suitable. Single headlines should be short, direct and functional messaging. The headline should end in punctuation.
Do not:
– End without punctuation
– Use title case, all lowercase or all uppercase
– Break short statements into the two parts
– Use colour to highlight words
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Headline colour
Consistent use of colour on headlines is vital. The second part of dual headlines should always be in either blue or grellow.
Do not:
– Switch the colour hierarchy
– Use only one colour on dual headlines
– Use colours with poor background contrast
– Use secondary colours
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Sub-headings
Our sub-headings can be in either Recoleta Alt Medium or DM San Regular - depending on the context.
1. Between headlines and body text
DM Sans Regular should be used when sub-headings appear between headlines and body text.
2. As sub-headings on body text
Recoleta Alt Medium should be used when sub-headings are used within body text.
3. Below headlines
Recoleta Alt Medium should be used when sub-headings appear below headlines with no body text below them.
Sub-heading settings
Typeface: Recoleta Alt Medium or DM Sans Regular
Tracking: 0
Line height: 130%
Do not:
– Use Recoleta Alt Medium
sub-headling between
headlines and body copy
– Use DM Sans as sub-
headlings on body copy
– Use DM Sans sub-headling
below headlines with no body
copy
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Body text & sub-heading colour
Colour helps to maintain legibility for body text and sub-headings.
Body text
White body text should be used on dark backgrounds and black body text should be used on light backgrounds.
Do not:
– Use alternatives to white on dark backgrounds
– Use alternative to black on light backgrounds
– Use secondary colours
– Use colours with poor background contrast
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1. Sub-headings between headlines
and body text
Should be in the same colour as the body text.
2. Sub-headings on body text
Should be in either blue or grellow.
3. Sub-headings below headlines
with no body text
Can be in any of our primary colours depending on requirements.
Substitute fonts
When our brand fonts are not available our fallback fonts can be used - These fonts should only be used on internal business communications.
Recoleta Alt Medium can be replaced with Georgia Regular and DM sans can be replaced with Calibri. Both fonts are readily available on most computer operating systems.
Do not:
– Use any other fonts as alternatives for our brand fonts
– Use on external communications
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Typography
Summary.
01
An eye for detail.
Those incremental considerations make all the difference.
02
Consistent hierarchy.
Know which fonts can be used where and for what.
03
Fit for message.
Ensure copy works with the design system. If you struggle, work with the copy team to find a solution.
Grids & layout.
Grids are the foundation of all our layouts. They are vital in providing a consistent and organised framework for our visual elements that enables clarity and precision across all touchpoints.
Columns
Our grids are a fundamental detail within our identity that ensures information is well structured and presented in a brilliantly simple way.
12 column grid
Designed to be a consistent foundation that allows content to be flexible, being divisible by 2, 3 and 4.
6 column grid
If a format is too narrow and prevents 12 columns from being possible, please reduce to a 6 column grid.
Margins and gutters
We have a consistent approach to calculating our margin sizes to ensure consistency across different formats. The Margin is equal to 5% of largest side, with the gutter being 1/3 of this size. Here are a few examples of this approach:
Widescreen (1920 x 1080)
Margin = 96 px (5% of 1920)
Gutter = 32 px (1/3 of 96)
Social Post (1080 x 1080)
Margin = 54 px (5% of 1080)
Gutter = 18 px (1/3 of 54)
A3 (420 x 297)
Margin = 21 mm (5% of 420)
Gutter = 7 mm (1/3 of 21)
Without gutters
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Gutters
Gutters ensure there is clear spacing between elements such as paragraphs of text. These should be applied when using mulitple columns of copy, to create breathing space and promote comfortable reading.
Gutters do not need using in instances where the content doesn’t consist of paragraphs that require spacing from each other.
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Examples
These example layouts highlight the role of the grid within layouts across various formats and how our grid anchors content. As visible in the Business Card, in smaller formats a 6 column grid is acceptable.
Logo sizing
portrait
Our logo is designed to be used with a degree of flexibility, and various communications will require different sizes. Predominantly, on all portrait formats, our logo should be equal to 3 columns.
On occasion, a larger version may be needed where the logo is the hero element on the page with no headline, such as a cover. Here we would use the logo at 6 columns wide.
Equally, there may be occasions where we need a smaller version of our logo within a layout. In this instance, the logo would be used at 2 columns wide.
It is important to always consider the content, the purpose of the logo within the specific application and the audience when using the different versions.
Logo sizing
landscape
The same principles are applied, however the sizings adjust slightly for landscape or square formats.
Predominantly, we use our logo at 2 columns wide, with the option to use 4 columns and 1 column widths when relevant.
Grids & layout
Summary.
01
Tall or
wide?
Calculate your grid based on the formats longest side.
02
Gutters if needed.
Only use gutters if your content requires them.
03
Size to
the grid.
Use the grid to size the upp logo.
Puck device.
The puck is an ownable graphic device used throughout our brand. Its shape comes from the counter space of the P's in our logotype. The puck is used for navigational elements and it also informs our user interface design.
Puck usage
To maintain visual consistency the puck device should only be used at rotation increments of 45°.
Do not:
Use at arbitrary angles
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User interface
The puck’s shape informs our UI styling. It’s characteristics make our UI more ownable. The use of 3 radius corners can be applied to various UI elements such as buttons, form fields, progress bars and containers.
Buttons and forms
Do not:
– Use incorrect radius corners
– Use outlines
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Containers
Do:
– Use sparingly to create crafted detailing
– Use the x1 sharp to x3 rounded ratio
– Keep the sharp corner in the bottom left
Do not:
– Move the sharp corner from the bottom left
– Use incorrect radius corners
– Use corner radiuses that are larger than those used on the buttons
– Use as a frame for photography
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Content Sizing
To maintain visual consistency, when content such as icons and numbers are placed within a puck they should be scaled to a 65% safe area.
Do not:
– Place content too large or small within the puck
– Use colours with poor contrast
Colour usage
When combining colours it is important to always ensure there is a high contrast to promote maximum legibility.
We have suggested colours that may be used with the puck for the relevant background colour. Please use our primary colours when possible
For further information please refer to the colour guidence section.
Do not:
Use colours with poor contrast
Puck misuse
Puck consistency is key. Please don’t modify or use the puck in the following ways.
Do not:
1. Change the colour of the logo
2. Use over 3D imagery
3. Add gradients
4. Use as a pattern
5. Adjust, distort or skew the logo
6. Apply glows, drop shadows or other effects
7. Add 3D effects
8. Rotate at arbitrary angles
9. Use in outline
If you do feel the need to do any of these please contact the brand team for guidance!
Puck device
Summary.
01
Less is
more.
Use sparingly to bring value to a layout.
02
Small is beautiful.
The puck works well as a smaller detail.
03
Dial upp
our UI.
Brand our UI with details that are inspired by the puck.
3D imagery.
Our 3D imagery uses the ‘puck’ shape found in our logo to bring to life quiet brilliance by referencing a seamless flow of connectivity. Like reliable broadband, this asset should work quietly in the background.
Motion & static
Motion
Our hero animation should be used as our lead header background on our website and any digital formats which it enhances.
Stills
Selected stills from our hero animation are available for use as backgrounds.
Please note, our static images should always be used as a fallback option where a user may have poor connection with slow download speeds.
Cropping
Through a variety of crops of our master visual, static images can be used with a degree of flexibility to add variety and dynamism in communications.
Always ensure there is a mix of differnt puck heights within the crop to communicate a sense of flow.
Misuse
The 3D imagery is designed to work quietly in the background, communicating seamless connectivity whilst ultimately aligning to our experience principle ‘Brilliantly Simple’.
To ensure this, we never modify our 3D imagery or use in a way that feels either complex or obtrusive.
Accessibility
Consider the user and convey our experience principle 'Brilliantly simple.'
Our 3D visuals are designed to be used as a subtle background that adds depth whilst communicating flow. It is important that they live quietly in the background to create visual recognition, but more importantly to ensure content is legible and readable.
We only use headlines, supporting copy and buttons over our 3D imagery. The principles applied to colour pairing should be followed with the Imagery acting as Upp blue.
Colour
We opt for contrast against our background, which means our 3D imagery should never sit next to another blue background. Grellow or White should be the colour that follows.
3D Imagery
Summary.
01
Think inclusively.
Don't place detailed content that requires legibility over our 3D imagery.
02
Crop
correctly.
Always ensure a variety of puck heights are shown within each crop.
03
Keep it
simple.
Do not modify or use our 3D imagery in any way that feels complex or obtrusive.
Iconography.
Iconography creates a quick visual shorthand that guides users through an experience. It is vital that icons are used sparingly and strategically in order to maintain their effectiveness.
Hero icons
Our hero icons are used to represent our key offers, they are:
1. Speed guaranteed
2. Fibre optic all the way
3. Wi-fi expertise
4. Local support
5. Effortless switching
6. Value for money
Google icons
To create our hero icons we've used the Google icons library - We only use their outlined icons.
Puck container
We position the icons within a puck to align them to our brand. Because our hero icons are opensource we avoid drawing too much attention - please use at small sizes within our layouts.
Do not:
– Use too many icons
– Use at sizes that are too large and dominating
Creating
hero icons
Google icons should be scaled to a 65% diameter circle within the puck and optically centred within the margin circle - the icon may need scale adjustment to create a balanced visual which aligns with other icons.
Hero icon usage
Please always use our hero icons sparingly and at small sizes within our layouts.
Do not:
– Use too many icons
– Use at sizes that are too large or dominating
– Align icons centrally
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Hero icon
sizing and positioning
Our hero icons should be twice the height of the sub-headings they sit alongside, aligned left with the type.
Hero icon
Colour
Our hero icons are available in grellow or blue. To aid legibility at small sizes our hero icons should only be used in the colour combinations shown here.
Do not:
– Change the hero icon colours
Suggested icons
It is important to maintain visual consistency across our hero icons. If a new hero icon is required please refer to suggested Google icons. Note that sometimes a Google icons intended meaning is re-purposed for our needs.
Do not:
– Use icons that are not specified without permission from the brand team
– Use filled, rounded, sharp or two-tone versions
– Use icons that are not Google icons
UI icons
For user interface icons we use Google icons.
Do:
– Only use their outlined style icons.
Do not:
– Use filled, rounded, sharp or two-tone versions
– Use icons that are not Google icons
Iconography
Summary.
01
Upp
branding.
Use the puck container to elevate hero icons.
02
Small & sparingly.
Much like the puck device, please use our icons small and sparingly.
03
consistent.
Only use Google icons to keep our icon set visually consistent.
Photography.
We use photography to demonstrate life in flow - capturing the moments with momentum which exist because of Next Level Broadband.
Our top level communications lead with 3D imagery. Photography is used in a supporting role when needed.
The following images highlight the principles and desired approach for photoshoots.
Lifestyle
Lifestyle photography should consider both the aesthetic and context.
Any moment we capture must feel authentic. The photography style, lighting and camera angle all play an important role in creating the aesthetic of these moments.
Aesthetic
Style
Photography should always feel as if life is in flow. This means capturing natural moments and avoid feeling staged and superficial.
Lighting
The lighting should reflect the time of day relying on natural sources of light as much as possible. Photography should not feel overly lit or use obvious additional light treatments.
Camera angle
Moments should be caught from angles and heights that feel realistic, as if the viewer is in the room.
Context
Technology
While Broadband connects our devices online, the devices shouldn't be the hero of photography. They should be included within the scene however our focus is the moments in people's life, capturing the feeling of what connectivity enables.
Inclusivity
Across the spectrum of photography it is important that customers can relate through an inclusive representation of all genders, ethnicity, ages and abilities.
Storytelling
Lifestyle imagery helps to connect with our audiences through storytelling. This means every photography brief should be developed with an idea of what the intended story is behind the shot.
Scene
Ensure the scene feels realistic and relevant to the audience and region.
Location
Our location photography takes a unique perspective on locations by overlooking the streets and towns we connect.
Perspective
To ensure a consistency on location shots, whether looking forward or down, a flat perspective is desirable.
Recognition
Through familiar areas, landmarks and the scale we use, we can ensure that a location can be identified by the audience.
Photography
Summary.
01
Keep it real.
Our moments should feel natural - avoid looking staged or superficial.
02
People first.
Ensure the focus is on the person and what connectivity enables, not just the device.
03
Connect with all.
It is important that across the brand we're inclusive of all ages, genders, ethnicity and abilities.
Motion behaviours.
Our motion is energetic to convey a joyful attitude, but it's steady and purposeful to align with our experience pricipal of "Brillliantly Simple".
Approach
We use motion to engage the user, conveying our brand's joyful attitude. Whilst giving energy to assets, the motion we apply feels balanced with a sense of elegance and purposefulness.
Direction
Our name and the concept of Next Level Broadband neatly lends it self to the direction of our motion - upp!
Flow
We prioritise the feeling of flow and ease over speed. This means our motion feels smooth and steady. It doesn't rush or feel abrupt.
UI Elements
User centricity underpins the thinking behind each element within our visual identity.
As mentioned, the puck is use for navigational purposes, pointing and leading the eye. We use motion to enhance this navigation and also inspire a hint of optimism, as seen in the following examples.
This design language can inform the smaller details too, such as progress bars.
Typography
When possible, and where relevant, introduce motion in messaging to elevate a digital experience and enhance optimism in our tone.
It's important we keep the pace flowing at the correct speed, always considering the content and the pace of reading.
Transitions
To ensure our digital experiences flow and feel engaging, we can introduce upwards transitions. This is a dynamic way of revealing content - whether through a swiping motion in a presentation, or a parallax on our website.
It's important that motion is used to enhance the content rather than interfering. Consider the balance when using these, too much and it can distract from the purpose of the comms or experience.
Motion behaviours
Summary.
01
Upp is the way to go.
Keep the direction singular, and upwards.
02
Steady, not speedy.
Be smooth, steady and purpose driven.
03
Don't distract.
Motion should be simple and joyful, avoid complexities.
Showcase.
An inspirational gallery of brand applications and activations. To have your work included please submit to brandteam@upp.com
Further information.
If you have any questions or requirements concerning the application of the Upp brand, please contact brandteam@upp.com
Last updated 10 August 2021
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