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The ScaleUp Project

Brand

The ScaleUp Project

Small business growth tools and capital navigation. The mark is a pathway—progress through connected steps, not a promise of instant success.

Logo

Primary lockup

Use the horizontal logo in headers. Keep clear space at least the height of the mark on every side. Do not stretch, rotate, recolor, or add shadows.

Horizontal logo: pathway mark and the words The ScaleUp Project
Light background
White mono logo on brand navy
Dark background

Logo system

  • Horizontal

    Headers and documents when there is room for the name.

    Download SVG

  • Stacked

    Square placements, posters, and social avatars with the name.

    Download SVG

  • Mark

    Favicon-scale and anywhere the name already appears nearby.

    Download SVG

  • Mono dark

    Single-color printing on light paper. Ink is brand 950.

    Download SVG

  • Mono light

    Single-color use on brand 950, photography, or dark fields.

    Download SVG

  • Favicon

    Browser tab mark. The pathway must stay readable at 24 pixels.

    Download SVG

Also available: Apple touch icon and default social image.

Color

Palette

Light mode at launch. Orange is for deadlines, not decoration. Status colors are never the only way a state is communicated.

  • #0B1F33

    Brand 950

    --brand-950

    Authority, footer, dark fields

  • #12304A

    Brand 900

    --brand-900

    Deep supporting navy

  • #1D4ED8

    Brand 700

    --brand-700

    Primary actions and links

  • #2563EB

    Brand 600

    --brand-600

    Hover on primary blue

  • #DBEAFE

    Brand 100

    --brand-100

    Quiet blue wash

  • #0F766E

    Teal 700

    --teal-700

    Progress and education accent

  • #14B8A6

    Teal 500

    --teal-500

    Upper path of the logo

  • #CCFBF1

    Teal 100

    --teal-100

    Quiet teal wash

  • #EA580C

    Orange 600

    --orange-600

    Deadlines only—not a brand wash

  • #FFEDD5

    Orange 100

    --orange-100

    Deadline background

  • #0F172A

    Text

    --text

    Body and headings

  • #475569

    Text muted

    --text-muted

    Supporting copy

  • #D8E1EA

    Border

    --border

    Hairline rules

  • #FFFFFF

    Surface

    --surface

    Page background

  • #F8FAFC

    Surface subtle

    --surface-subtle

    Section contrast

  • #15803D

    Success

    --success

    Positive status, with a label

  • #B45309

    Warning

    --warning

    Caution, with a label

  • #B91C1C

    Danger

    --danger

    Errors, with a label

  • #7C3AED

    Focus

    --focus

    Keyboard focus ring only

Typography

Display

Manrope

Headings, the brand name, and short labels.

Body

Source Sans 3

Public body text stays at least 16 pixels. Dense dashboards stay readable without shrinking below comfortable sizes.

Voice

  • Clear

    Name the field and the action. Skip finance jargon.

  • Encouraging

    Point to the next step without promising the outcome.

  • Practical

    Say how long something takes and what it produces.

  • Accountable

    Providers decide. Show why a match might fit and what is missing.

  • Inclusive

    Plain language. Never infer a protected characteristic.

Do not guarantee funding, rankings, revenue, or success. Forecasts are labeled “This is a planning estimate, not financial advice.” Regulated features that are off say “Coming after regulatory and partner approval.”

Archive

Logo concepts

Three original directions were drawn. Concept A is the production mark. B and C stay on file and are not used in the product.

  • Concept A — Pathway

    Selected

    Open rounded corridor that forms an ascending S. Chosen for production.

  • Concept B — Modules

    Not in use

    Three ascending capsules staggered into a soft S. Archived.

  • Concept C — Ascent

    Not in use

    Stepped platforms linked by a rising connector. Archived.