This document provides branding guidelines for UP2U, including: - Logo versions in color and black/white, with minimum size requirements for print and web. - Restrictions on altering the logo. - Typography rules specifying primary and secondary fonts. - Brand colors in Pantone, RGB, and hex codes. - Examples of applying the logo and fonts correctly on merchandise, photos, and videos. - Templates and packages available for partners to use for promotional materials.

1. UP2U
BRAND MANUAL
September 2017
Version 1
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2. INDEX
1. Brand Manual
2. Logo versions
3. Logo dimensions
4. Restrictions
5. Typography
6. Colors
7. Merchandising
8. Examples of good practices
9. Media Communication Package
10. Social media
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3. BRAND MANUAL
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The UP2U graphic standards manual aims to ensure the graphic
coherence of all manifestations of the brand, establishing a solid,
easily recognizable identity across the different communication
channels.
All the rules of this manual must be respected, without exception,
regardless of the piece of communication to be produced.
Compliance with these standards enhances the personality of the
brand and ensures a cohesive image.

4. LOGO
VERSIONS
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Color
Black & White
The logo is the visual
identity of an institution,
company or organization.
The displayed versions of
the logo are the only
versions which can be used
on graphics or in the web.

5. LOGO
DIMENSIONS
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Print
The maximum recommended reduction for
the logo is 3,5cm wide.
2 cm
3,5 cm
Web
The maximum recommended reduction for
the logo is 100px wide.
60 px
100 px
The logo may only be
reduced to a size which
does not imply the total or
partial loss of its visual
identification.

6. RESTRICTIONS
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Never condense the logo
Never expand the logo
Never change the
typography
Never include new elements
or shapes in the logo
Never change the logo colors
Never change the proportions of the
logo elements
The use of the logo must comply
with the following rules.
The original logo can not be
changed under any
circumstances.

7. TYPOGRAPHY
RALEWAY
A FEW STEPS TO HIGHER EDUCATION
ABCDEFGHIJKLMNOPQRSTUWVXYZ
abcdefghijklmnopqrstuwvxyz
1234567890
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This typeface should be used for text and titles in print media, television, web and other
media used in any type of Institutional or commercial communication.

8. SECONDARY TYPOGRAPHY
ARIAL
A FEW STEPS TO HIGHER EDUCATION
ABCDEFGHIJKLMNOPQRSTUWVXYZ
abcdefghijklmnopqrstuwvxyz
1234567890
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For enterprise applications where recourse to typography is difficult or impossible, a
common source of operating system should be used, as a secondary typography. In
this case, we chose the arial font.

9. COLORS
ORANGE
Pantone:
C: 0 M: 75 Y: 100 K: 0
R: 242 G: 101 B: 34
Hex: F26522
YELLOW
Pantone:
C: 0 M: 50 Y: 100 K: 0
R: 247 G: 148 B: 30
Hex: F7941E
GREY
Pantone:
C: 0 M: 0 Y: 0 K: 70
R: 109 G: 110 B:113
Hex: 6D6E71
LIGH GREY
Pantone:
C: 0 M: 0 Y: 0 K: 50
R: 147 G: 149 B: 152
Hex: 939598
WHITE
Pantone:
C: 0 M: 0 Y: 0 K: 0
R: 255 G: 255 B: 255
Hex: FFFFFF
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BLACK
Pantone:
C: 0 M: 0 Y: 0 K: 100
R: 0 G: 0 B: 0
Hex: 000000

10. MERCHANDISING
Personalized examples of logo application in
merchandising with a white background:
§ T-shirt
§ Mug
§ Pencil
§ Usb pen
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11. EXAMPLES OF GOOD
PRACTICES
These guidelines should be respected in all the brand presence,
including: print, web, video and other digital media applications.
§ The logo must be used only on colors where it does not lose its
readability, either positive or negative
§ In case of application on backgrounds or images, make sure you are
using the logo in the version that allows the best possible reading.
§ In the next slides you will find some examples of good practices on
how to use the typography and the logo in photos and videos.
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§ Good application of text against
a photo background
§ Always use the official Raleway
font
§ Use a white rectangular box to
improve readability against
complex backgrounds
TYPOGRAPHY

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§ Whenever possible try to use the
logo against a white background
§ Insert the logo in the area that
allows better readability
§ Use the logo inside a white circle
to improve readability in complex
backgrounds
HOW TO INSERT THE
LOGO IN A PHOTO

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§ Use the logo inside a white circle
to improve readability in complex
backgrounds
§ Position the logo in the upper
right corner
HOW TO INSERT THE
LOGO IN A VIDEO

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HOW TO PLACE THE BRAND
ELEMENTS
The logo
should be
placed inside a
white circle in
the top right
The Website URL
should be placed
inside a white box
in the bottom right
Text should be
placed inside a
white box

16. MEDIA COMMUNICATION
PACKAGE
We provide a communication package to be used by our partners
in UP2U promotional activities: events, workshops, websites, social
media, news and other digital media communications.
The package includes:
§ UP2U Logo
§ Webfonts
§ Official images and photos
§ Flyers
§ Posters
§ Templates (Powerpoint)
§ Brand manual
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DOWNLOAD

17. SOCIAL MEDIA CHANNELS
Use the UP2U hashtags when promoting the
service in Social Media: #up2u ; #up2universe
Social Media Channels:
• Facebook
• Twitter
• Linkedin
• Google+
• Youtube
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#up2u
#up2universe

18. SOCIAL MEDIA IMAGE SIZES
Templates to different social media image
sizes are available for download in the link
below:
• Profile image
• Cover image
• Event image
• Shared images
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DOWNLOAD

19. SUPPORT
Communication Team
E-mail:
wp2@lists.up2university.eu
Know more about the project
Website:
www.up2university.eu
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