Upward Logo
Year: 2024
Client: Upward - Online education platform specializing in e-commerce
My Role: Graphic Designer
Project Description:
Upward, a leading online business education platform, tasked us with revitalizing their brand identity. The goal was to create an image that encapsulated their mission of elevating businesses through automation courses, resonating with ambitious entrepreneurs and business owners seeking growth.
Direction:
The core of the new identity is an ingenious logo that merges typography and symbol. The letter "U" subtly transforms into an upward-pointing arrow, creating an emblem that not only spells out the brand name but also visually communicates its central promise of growth and progress.
Logo Details:
Structure: The initial "U" is stylized with a stroke that gradually tapers, culminating in an arrowhead at its upper right extremity.
Proportion: The arrow's height extends 20% above the cap height of the "pward" text, creating a subtle visual emphasis.
Angle: The diagonal of the arrow is inclined at 75 degrees, balancing dynamism with stability.
Negative space: The interior of the "U" is slightly expanded to enhance legibility and allow the arrow shape to stand out at reduced sizes.
Spacing Rules:
We established a "protection zone" around the logo based on the height of the lowercase "a". This unit, termed "a-height", dictates minimum margins and spacing between elements across all brand applications.
Colors:
Sarah's Garden (#011C39): Primary color, applied to the arrow-integrated "Up".
Naval Night (#00AAC1): Accent color, used for "ward".
White (#FFFFFF) and Black Hole (#010203): Contrast colors for backgrounds and text.
The combination of Naval Night blue and Sarah's Garden turquoise creates a dynamic contrast symbolizing trust and innovation.
Typography:
The "Inter" font was chosen for its clarity and versatility. The Semi-Bold version is used for "Upward" in the logo, while Regular is used perfectly in the slogan "The Future is Up".
