01 / Brand essence - Selected new identity
SoftlyUp
Simple business software for every size of team. SoftlyUp makes business software simpler, smarter and more accessible for organizations of every size.
Audience
Businesses and working teams
Selected identity
A flowing upward weave makes connected business software feel approachable and easy to build upon.
Voice
Simple / Helpful / Practical
02 / Logo architecture
Five lockups, one identity
Choose the exported lockup that fits the space. Preserve the supplied artwork, proportions and approved colour treatment.
03 / Space and scale
Give the logo room
One unit x equals 16 px on the 128 px symbol canvas. Keep one x on every side. The safe area is 160 x 160 px; each margin is 12.5% of the canvas width.
Minimum digital widths: horizontalPx: 148px, stackedPx: 96px, wordmarkPx: 80px, symbolPx: 32px, avatarPx: 48px.
- Never stretch, compress or rotate the artwork.
- Never recolour individual pieces or introduce gradients.
- Do not add shadows, bevels, outlines or textures.
- Keep text and other elements outside the clear space.
04 / Colour and typography
A consistent colour and type system
| Role | HEX | RGB | Approx. CMYK |
|---|---|---|---|
| Primary | #7C3AED | [124, 58, 237] | {'c': 48, 'm': 76, 'y': 0, 'k': 7} |
| Secondary | #EC4899 | [236, 72, 153] | {'c': 0, 'm': 69, 'y': 35, 'k': 7} |
| Ink | #2C1848 | [44, 24, 72] | {'c': 39, 'm': 67, 'y': 0, 'k': 72} |
| Paper | #FAF7FE | [250, 247, 254] | {'c': 2, 'm': 3, 'y': 0, 'k': 0} |
| White | #FFFFFF | [255, 255, 255] | {'c': 0, 'm': 0, 'y': 0, 'k': 0} |
| Black | #111111 | [17, 17, 17] | {'c': 0, 'm': 0, 'y': 0, 'k': 93} |
CMYK values are approximate process conversions; confirm the final colour in the intended print workflow.
Logo lettering
Logo lettering: Arial Rounded MT Bold. Exact supplied paths are outlined; the logo needs no local font.
Assigned marketing typography
Display: Nunito. Body: Source Sans 3. See fonts.json for actual files, availability and licence/source details. Source-only system fonts are not redistributed.
Normal text needs at least 4.5:1 contrast. Keep bright accents and patterns clear of dense copy unless the final text/background pair passes that threshold.
05 / Brand in the world
One recognisable voice
Less friction in everyday work
Two gently folded work surfaces share one smooth continuation line.
Use calm horizontal surfaces, approachable labels and generous information spacing; cards carry a subtle folded continuation rather than a heavy software frame.
Keep patterns quiet behind text and preserve readable contrast.
Website QR and letterhead use
This kit: QR at least 20 mm including the 4-module white quiet zone. ECC Q; no logo overlay. Keep the 174 x 210 mm letterhead writing area blank. Print supplied PDFs at actual size and test the final QR. Destination: https://softlyup.com. QR version: 2; data modules: 25. Actual card QR square: 20.0 mm including quiet zone. Writing area starts 18 mm from the left and 54.5 mm from the top of the finished trim. QR source and decode records: collateral/qr-code.json. Letterhead header, footer and writing-area bounds: collateral/stationery-layout.json.
QR payload, encoding and decode record / Stationery layout bounds / Website QR SVG / Actual-size business cards PDF / A4 letterhead PDF
Simplify the software behind your daily business work
Explore accessible business software that helps teams organise their work and connect the tools they need.
Explore simpler software - softlyup.com
06 / Handoff and file map
The working kit
- variants/index.json - all lockups, treatments, dimensions and minimum sizes.
- brand-tokens.json - palette, type, spacing and contrast guidance.
- fonts.json - companion font files and licences.
patterns/- three concept-specific supporting patterns.- motion/index.json - actual animation dimensions and timings.
- favicon-set.zip - complete browser and app icons.
collateral/- social and brand-card artwork.- brand-guidelines.pdf - six-page PDF.
- design.json - concept and repository evidence.
Motion and loading
A work surface unfolds and the team workflow continues smoothly. Intro 2.56s / loop 4.26s / loader 1.34s. Loader canvas: 200 x 200 px. Use static output for reduced motion; hide the loader when actual content is ready.
Browser and app icons
ICO 16 / 32 / 48 px; PNG 16 / 32 / 48 / 96 px. Apple 180; Android 192 / 512. Optical inset: 12.5%. Opaque app tiles; central 80% maskable safe circle. Native monochrome Safari mask supplied. Use these exports below normal logo minimums.
Actual icon context previews / Icon usage notes / Motion usage
Logo masters retain their original vector paths, paint and lettering. Use SVG for scalable placement and PNG at its intended pixel size. Keep source artwork and tokens together.
User-selected identity. No website deployment was changed.