Upvest
Brand guidelines
Updated February 2022
Contents
1.0 Brand positioning
2.0 Brand elements
3.0 Tone of voice
4.0 Applications
1.0 Brand positioning
This section outlines our brand positioning, explaining how we stand out and differentiate ourselves from competition.
1.1 Guiding principles
Purpose
To make investing as easy as spending money.
Mission
To enable any business to offer investment opportunities to anyone.
North Star
Empower 100 million people to invest (by 2025).
1.2 Our values
#01
Learn and grow
We aim high to shape our future. We give and request honest feedback knowing that we develop together.
Progression > Perfection
#02
Team first
We make it easy for others. We value our differences and are open to others' opinions. We win and celebrate together!
Team > Egos
#03
Own the outcome
Whether we win or we lose, we stand together. We are proactive and get the job done.
Outcome > Process
#04
Tell the story
We always start with the why. We share knowledge to empower others.
Transparency > Complexity
1.3 Positioning
An internal summation of the core idea – this is unlikely to be used externally
but rather as an internal device to understand Upvest’s proposition to build upon.
Long form
We empower Fintechs to offer investing to their customers using our comprehensive infrastructure. Brokerage, settlement, custody and licences - all delivered through a single API. Enabling our clients to focus on building customer experiences that excite.
Short form
The building blocks for investment applications.
1.4 Proposition
A memorable summation of your proposition. This is an even shorter form
of the proposition and can be used in messaging where space is limited.
One API.
Any investment experience.
1.5 Boilerplates
The following standardised copy should be used when describing the brand.
Approx. 10 words
With our investment-API we enable businesses to build seamless investment experiences their customers love
Approx. 25 words
We enable businesses to build great investment experiences for their end customers – seamless, secure and across international borders. Our single investment-API and digital infrastructure streamline the whole process empowering customers to focus on their core business
Approx. 50 words
We enable businesses to build great investment experiences, tailored to their customers’ needs. Our single investment API and digital infrastructure – along with our modular design – make it easy and cost-effective to offer customised investment products. It’s all backed by our comprehensive support, covering everything from licences and vendor management to back- and middle office.
2.0 Brand elements
This section introduces the base elements that combine to create our visual identity system, detailing their usage and application.
Primary full colour logo
2.1 Logo
Colour variations
Our primary full colour logo should appear on light coloured backgrounds. The reverse full white logo should be used when applied to dark backgrounds for legibility. The monocolour logo should be used in instances where needed, for example when appearing alongside multiple logos.
Secondary reverse logo
Monocolour logo
Clear space
To maintain the consistent use of our logo across all touch-points a minimum clearspace has been established. No text or graphics should be placed within this area. Always ensure there is 1X height of the square within the symbol of space around the logo. When separating the logotype and symbol the minimum clearspace for each element remains at 1X.
Minimum size
For best legibility across all formats, we suggest our logomark should not be used smaller than 6mm high for print and 24px for digital applications.
Primary monogram
Secondary monogram
Monogram
In certain instances the symbol can be used as a stand-alone monogram when required, such as when there is limited space. Applications include usage on social platforms, website favicon and merchandise. The monogram has the ability to be used in the lead colours, however White on Ultra Marine should be used where possible.
2.2 Colour palette
Usage
The primary colour palette should be dominant throughout all applications. These colours can be used primarily for type and full bleed background colours.
The Accent colours are to be used sparingly, as product identifying colours, icons and for charting when needed.
Within the neutral palette, both greys can be usedto add detail within renders.
Primary colours
HEX #FFFFF
RGB 255, 255, 255
CMYK 0, 0, 0, 0
PMS N/A
HEX #262645
RGB 38, 38, 69
CMYK 45, 45, 0, 73
PMS 533 C
HEX #556EFF
RGB 85, 110, 255
CMYK (Coated) 59,44,1,2
CMYK (Uncoated) 61,45,0,1
PMS 2726C
HEX #E8F1F4
RGB 232, 241, 244
CMYK 5, 1, 0, 4
PMS 656 C
Accent colours
HEX #F573BA
RGB 244,115,186
CMYK 0, 53, 24, 4
PMS 224 C
HEX #FF896E
RGB 255, 138, 110
CMYK 0, 46, 57, 0
PMS 170 C
HEX #5EC6EF
RGB 94, 198, 239
CMYK 61, 17, 0, 6
PMS 305 C
HEX #05CF98
RGB 5, 207, 152
CMYK 98, 0, 27, 19
PMS 7479 C
Call to action
Neutral colours
HEX #4B64FF
RGB 74, 99, 255
CMYK 71, 61, 0, 0
PMS 2726C
HEX #D0DADC
RGB 208, 218, 220
CMYK 5, 1, 0, 14
PMS 642 C
HEX #A2B6BA
RGB 62, 182, 186
CMYK 13, 2, 0, 27
PMS 7542 C
Colour proportions
It's important to establish clear colour usage hierarchies. This helps to establish a strong and recognisable system for the brand. The colour proportions should be used as demonstrated. Tints can also be used where applicable, such as on render graphics or within charting.
2.3 Typography
Headline typeface
FK Grotesk Medium is our lead typeface, used for headlines across the brand.
This typeface is humanistic, open and friendly with a slight techy feel.
Supporting typeface
NC Fontina is our supporting typeface for brand assets. This should be used for subheadings, body copy and captions when needed.
Product render typeface
Roboto Mono is our supporting typeface to be used in conjunction with FK GRotesk, specifically for product renders only. This typeface should be used for subheadings and body copy, with the ability to be used in either sentence case or uppercase where appropriate.
Main typographic hierarchy
Example usage
Product render specific hierarchy
Example Render
Alternative typefaces
Google typeface
Our Google Font Inter can be used in Google Slides, Sheets and Docs.
System typeface
Our system safe font is Arial. Use this for emails and in shared PowerPoint and Word documents.
Accessibility
All our lead colours can all work in conjunction as headlines on backgrounds, creating an AA rating. Always ensure sizing and colour is legible when working with the brand colours and at smaller sizes in body copy.
2.4 Graphic assets
The supporting graphic assets are inspired by the Upvest universe.
The circle provided a nice visual metaphor that represents the idea of completeness or a complete solution with endless possibilities, whilst the transparency provides a further reference to our clear and transparent approach.
Visualising our products
We can use simple circular shapes to create abstract icons to represent our products.
Construction grid
Our icons use an underlying 20x20 grid for construction purposes, ensuring consistency and base framework for when constructing additional icons.
Product identifiers
The current specific products are outlined as below. The coloured graphics can be shown as identifying icons and the trasparent graphics can be used enlarged, rotated and cropped as backgrounds to create more dynamic layouts and to support content.
Transparent assets colours
Ensure to use specific graphic asset colours when creating new transparent assets as they vary slightly from the main colour palette to ensure the graphics can be seen on all coloured backgrounds.
Background colours
HEX #FFFFFF
RGB 255, 255, 255
CMYK 0, 0, 0, 0
PMS N/A
HEX #D7E7F4
RGB 215, 231, 244
CMYK 19, 5, 2, 0
PMS 657 C
Stroke colours
HEX #65C0FF
RGB 101, 192, 255
CMYK 56, 12, 0, 0
PMS 292 C
HEX #34669A
RGB 52, 102, 154
CMYK 84, 56, 18, 3
PMS 647 C
Transparent circle creation
Work to a 1000 x 1000px artboard, to retain consistency when applying the graphic to designs.
Step #01
Background gradient
Define your circular shape and fill with a radial gradient of the white to pale blue. Going from light to dark. This can be scaled up to give the desired effect.
Step #02
Creating the stroke
Duplicate the shape and remove the gradient fill. Apply a 10pt gradient stroke using colour values #34669A and #65C0FF .
Step #03
Adding a gaussian blur to the stroke
Apply a 20px gaussian blur to the stoke and reduce the opacity to 65%.
Step #04
Clipping mask the stroke
Overlay a circle the same size and create a clipping mask, containing the blur within the circle.
Step #05
Bring the assets together
Now we need to bring the assets together. We can take the background gradient from step #01 and the gaussian blur from step#04. These can now be overlapped and grouped together.
Transparent semi-circle creation
Work to a 1000 x 1000px artboard, to retain consistency when applying the graphic to designs.
Step #01
Background gradient
Define your semi-circular shape and fill with a radial gradient of the white to pale blue. Going from light to dark. This can be scaled up to give the desired effect. When using multiple shapes, make sure the gradient runs through both shapes.
Step #02
Creating the stroke
Duplicate the shape and remove the gradient fill. Apply a 10pt gradient stroke using colour values #34669A and #65C0FF. When using for example semi circles, make sure the hard edge where the shape apears to be cut does not have a stroke applied.
Step #03
Adding a gaussian blur to the stroke
Apply a 20px gaussian blur to the stoke and reduce the opacity to 65%.
Step #04
Clipping mask the stroke
Overlay the same sized shape and create a clipping mask, containing the blur within the shape.
Step #05
Bring the assets together
Now we need to bring the assets together. We can take the background gradient from step #01 and the gaussian blur from step#04. These can now be overlapped and grouped together.
User icon level
For iconographic purposes Google icons canbe used. Icons should be used in the filled variant, and can be downloaded from the link below.
Google icons use an underlying 20x20 grid for construction, if new icons need to be created, ensure this framework is adhered to. Any singular primary or accent colour can be used.
Icon containers
Iconography can be used as a standalone graphic element or contained within a curved square holding device, usage will be dependent on the given composition. The construction approach for containers is the same as for transparent circles.
2.6 Renders
Visualising upvests platform
We have 3 levels of renders. Primary and secondary renders are used to demonstrate the product and tertiary renders as support.
Primary renders
Secondary renders
Tertiary renders
Primary renders
Our primary renders demonstrate product features and processes to the client. These canappear on both light and dark backgrounds and animated. Enlarged graphic assets can be used in the background to add further detail when needed.
Secondary renders
Our secondary renders are used to demonstrate details of the developer tools which currently feature within the developer section of the website.These are distinguished incorporating an additional curved box including code. Enlarged graphicassets can be used in the background to add further detail.
Tertiary renders
Our tertiary renders are used to support the offering, including partner logos and devices featuring in both light and dark mode.
Render creation
Step #1
To create the render frame, create a box with a 10px corner radius, an additional top tab can also be created to house titles. In this instance we have used a mix of 100% and 85% tint of navy to construct hierarchy.
Step #2
To add dimension, create a gradient stroke from a 60% tint navy to white and add a 10px radius gaussian blur effect. This can then be overlaid with a clipping mask. Please note, a black stroke should be used if the render is appearing on a dark background.
Step #3
Incorporate product elements to demonstrate desired API capability. Text, buttons, charts and graphics can be added to create engagment. Also bear in mind how elements could animate to make the render more engaging.
Step #4
Further detail can be added using a foreground or background box. Ensure a 20% opacity multipied navy outer glow is applied to any foreground layer with a blur of 3px to create a shadow.
Render considerations
Ensure to use typography combinations specifically created for renders - FK Grotesk Medium and Roboto Mono.
Accent colours and neutral colours can be utilised for renders, however only one accent colour should be used per render where possible to create a clean and clear design.
Be mindful of what colour background the render will appear on. If appearing on a light background, a lighter gaussian blur stroke hould be applied, if appearing on a dark backgound, a darker guassian blur should be applied.
Additional elements such as large transparent product identifiers can be used as a background shape for the renders. Details of the process can also be included to highlight specific options when appropropriate.
2.7 Photography
Our photography style should reinforce the idea of communication and teamwork.
All photography where possible should feature people, with individuals and groups both featured. When sourcing or creating imagery, ensure the shots are light and bright, feel candid and natural, capturing the essence of the team.
Hero photography
Hero photography styling includes a navy wash to enhance legibility. This is achieved using a 60% opacity of navy infront of the image. This may need to be dialled up or down depending on the brightness of the image. This styling should be used for applications such as PowerPoint covers or blog covers where text may appear ontop of imagery.
Secondary Photography
Secondary photograph yincludes any imagery which is used at a lower level, including images within PowerPoints or blog posts. This shouldn't be stylised and should use guidance as stated above.
3.0 Tone of Voice
This section outlines how we speak and what we say to our customers.
3.1 Overview
#1 We use everyday language and terms
We are truly for everyone, so we need to make sure our tone of voice is inclusive, open and uses language that our audience will understand.
We don’t like to use complex jargon where we can help it, and we speak in terms our audiences will know. Our tone of voice should remain constant across everything, with the language and messages we use changing to suit our specific audiences.
#2 We use positive language and emotion
We like to make our communications energetic, upbeat and emotive. We make sure to inject some energy and personality into our communications and have a bit of fun with how we deliver it.
#3 We’re confident
We’re a great mix of industry experts and ambitious people – and we’re not afraid to show it. We know about the space we operate in, can speak about it comfortably and can showcase our expertise (but we’re never, ever arrogant or boastful).
#5 We’re knowledgeable
We are confident and knowledgeable in the industry and space we operate in. We speak passionately and authoritatively to portray our expertise to educate and inspire.
This means that when we’re sharing an opinion or viewpoint, we’re confident in what we say and are prepared to defend it. We are generous with our knowledge and share it freely to invite an open and collaborative culture.
#6 We’re empathetic
We recognise where we come from and the journey we’ve been on. We maintain our start up spirit and our language reflects our understanding of our audiences, their wants and needs. This means putting ourselves in our audiences’ shoes to make sure that what we are putting out into the world is beneficial, useful and does no harm.
#7 We’re transparent
We don’t hide behind jargon or complex speak – we’re open, honest and transparent about what we’re doing and why we’re doing it.
#4 We’re conversational and friendly
We don’t want our communications to sound like a boring manual or something a robot has written. We invite conversation. We’re talkative and familiar.
A good rule of thumb is to read out what you’ve written. Can you imagine yourself saying it out loud? If you can’t, it might not be right for the tone of voice we’re after.
#8 We’re succinct and clear
We avoid jargon and cliches; we use terminology that our clients understand.
We write concisely – as a great author once said, take what you’ve written then halve it. Then halve it again. This is a bit extreme of course, but focus on delivering your message in fewer words and ensure that it’s clear for your intended audience.
3.2 Personality
Our tone of voice principles convey our brand’s personality.
Positive
We are upbeat, proactive and optimistic. We are energetic and excited about the future we are building, and we’re never afraid to express it.
Assured
We’re cool, young and unconventional at times – we don’t need to sound the same as our peers, we go our own way.
Intelligent
While we may be unconventional, we have the expertise and experience to deliver on what we say and we’re extremely knowledgeable in the space we operate in (but never arrogant).
When writing any content, use our personality attributes like a lens. Read back what you’ve written and see if you think you’re portraying the personality attributes above. If not, see how you can inject some of these traits in – it’ll help us create a consistent tone of voice across everything we write.
3.3 Writing style
The guidance
Why we do this
Language
We use British English.
We are a fast-growing company and are quickly becoming global. British English is widely recognised and understood so we’ve chosen this as our style.
Punctuation
Use all the usual punctuation – full stops, commas, brackets, colon/semi colons, question marks.
Ensure punctuation is used correctly to structure content and provide the reader with an easy experience.
Avoid using exclamation marks where possible – if required, one per page, post or slide as a maximum.
We love to express ourselves, but this is more powerful through emotive language rather than punctuation.
We use commas to break up lengthy content.
When there’s a need to write a paragraph or longer-form content, make sure to break it up with a comma or two to help the reader follow the content along.
We hyphenate words when two words function together as an adjectivehttps://create.brandpad.io/upvest_/canvas/# before the noun they're describing.
This makes content easier to follow when reading
(example: high-value investment).
Acronyms
It’s fine to use acronyms, but make sure to spell out words in full first, with acronyms accompanying in brackets.
Acronyms can help to shorten and condense content, but make sure people know what the acronym refers to
(example: Bitcoin, BTC).
Pronouns
Speak in the first person ‘we, us, our’. The only exception is if the writing is not coming from Upvest directly or if there is a need to signpost our name, in which case we use Upvest with the pronouns ‘it, its’.
Speaking in the first person builds a more conversational and informal tone. If your writing is external to Upvest (such as an article about us), signpost with our name, so people know it’s us.
Do’s and Don’ts
Here’s a few examples for applying our writing style.
Do
Don't
Speak in the first person (we, us, our)
We’re here all week at the FinTech and InsurTech Live 2022 – come and say hi, we’re on stand 31.B!”.
Speak in the third person (Upvest)
"Upvest is attending FinTech and InsurTech Live 2021 – come and meet the Upvest team on stand 31.B”.
Use everyday language and terms
“Fractional shares are a ‘part’ of a company's stock, like Amazon or Tesla. Instead of owning a full share, you buy a portion of one. Meaning you can invest in more companies with smaller amounts of cash”.
Use jargon or complex terminology
“A fractional share is less than a full share of an equity or ETF, also known as dollar-based investing and is the result of the dividend reinvestment plans (DRIPS) reverse stock splits, or similar corporate activities that result in stock holdings being created”.
Spell out words in full, with acronyms accompanying in brackets (if required)
"Bitcoin is predicted to reach its highest price in the next two months. You can check out our latest thinking on cryptocurrency trends for 2022 in Bloomberg [link]”.
Use acronyms without prior explanation
”BTC is set for an ATH in Q1 22. Read our latest article on crypto trading in Bloomberg [link]”.
Use positive language and emotion
“Thanks for getting in touch. We’re currently working hard to get Ethereum added for you, and we should have an update in the next few weeks. If you’d like, we can drop you a note nearer the time”.
Use negative words or connotations
“Unfortunately, Ethereum is currently not available through the API and we don’t have a timeframe for when this will be added”.
Be confident and authoritative
Our state-of-the-art API is modular by design – we’ve coded it from the ground up to be implemented quickly and effortlessly, allowing you to offer the right products for your customers.
Be arrogant or cavalier
Our state-of-the-art API is unrivalled in the industry! Only our API can provide any investment experience as well as brokerage, settlement, KYC, tax and custody built in. You won’t get this anywhere else.
Make it conversational and friendly
“This week, a few of our product team in Munich have been volunteering at a local youth centre, aimed at giving 8–15-year-olds an opportunity to pursue a career in tech. Thanks for having us, we had a blast”.
Be overly formal or robotic.
“On the w/c 12 October 2022, six members of our product team attended a local youth centre in order to run a workshop for 8–15-year-old students looking to get started in FinTech”.
How we use our name
We love our name.
It’s fun. It speaks to what we do, our mission, and what we’re here to achieve. It’s snappy and energetic. Here’s just a little information on how we typically use our name.
We prefer the first person.
If you’ve read our writing style section, you’ll already know we prefer the first person, and usually use ‘we’.We prefer the first person.
If you’ve read our writing style section, you’ll already know we prefer the first person, and usually use ‘we’.
There’s always going to be exceptions where our full name will be used (events, conferences, journalism etc), so consider your audience and where your content will live. If you’re introducing Upvest to the audience, you can always start with ‘We’re Upvest’.
Flexing the name.
It’s no secret we sometimes flex our name.
We call ourselves ‘Upvengers’.
We say ’Upvesting’ to make it into a verb.
If you want to have a bit of fun with our name, it’s always best to check with [brand point person] but we are happy to create new ways to make our name the action.
3.4 Examples
Example #01
We’re Upvest, and we‘re on a mission to get more people investing and preparing for their future.
How? By enabling innovative businesses to offer investing quickly and easily to their customers through our cloud-based platform, delivered through a modern API. Our platform is completely scalable and modular, so businesses can build and iterate quickly to offer exactly what they need.
Interested in helping us build a distributed banking system to offer a whole new way of investing, from trading to cryptocurrency? Then why not take a look at our open roles here - https://careers.upvest.co/.
If none of our roles are a good fit for you right now, we encourage you to leave an open application and we’ll be in touch when something more fitting comes up.
We’re gearing up to launch in early 2022!
Example #02
Upvest, a Berlin-based company on a mission to get more people investing, have secured an additional €4m funding from ABN AMRO Ventures.
Upvest will enable innovative businesses to offer investing quickly and easily to their customers through their cloud-based platform, delivered through a modern API. The driving force behind Upvest is to modernise and transform an outdated and complex way of offering investments across Europe, saving businesses both time, money and effort versus implementing investment opportunities themselves.
Upvest’s API is currently being tested and reviewed by a select group of industry experts and is scheduled for launch in early 2022 after receiving their trading license. The company is already in talks with over 30 companies to offer investing through Upvest’s API.
“Something complex and expensive is now simple and affordable for any app with users and cash. Investing is now as simple as spending money”, said Martin Kassing, Upvest’s CEO and Founder.
Example #03
Development
At Upvest, we want you to learn and grow – after all, it’s one of our core values. Every Upvenger gets a development budget that you’re free to use however you’d like. What you choose to learn next, is up to you.
Flexibility
You know where you’re most productive – whether that’s at home, in one of our offices across Europe, or a combination of the two. That’s why we give you the choice (and budget) to spend your time where you want to work.
4.0 Applications
Please note, the following pieces of collateral are notional examples to demonstrate best practice.
4.1 Website
4.2 Social Posts
4.3 PowerPoint
Contact
If you have any queries regarding the guidelines or any specific use-case that is not covered, please contact:
xxxx@upvest.com
Our press kit can be accessed via the link below: