Identity · 03

Logo

The wordmark is the primary expression of the brand: “Up” in coral, “Rys” in ink, with the coral caret rising over the “y” — the mark of elevation. Locked up with the “Elevating Organizations” descriptor. Do not use slate/gray for any part of the primary lockup.

Primary lockup

Colors: Coral #F67150 · Ink #011E3E. Reversed lockup is bone #FAF6EC on ink.

Variants & downloads

Primary

Default — coral Up + ink Rys on light.

Download SVG

Monochrome

Single ink — stamps, engraving, one-color print.

Download SVG

Reversed

Bone on ink. Prefer coral-forward dark treatments when recognition of Coral matters.

Download SVG

Icon mark

Favicon, app icon, avatar.

Download SVG

Also:Social avatar (PNG, 1024²)Reversed (PNG)

When to use which mark

White / bone text on blue (ink) is approved — but Coral is the most recognizable UpRys signal. Prefer treatments that keep Coral visible whenever the medium allows.

Bone / light

Primary (coral + ink)

Default. Maximum brand recognition — Coral stays visible.

Ink / navy / dark blue

Coral-forward preferred

Keep Coral in the lockup when possible (primary on a light panel, or coral wordmark elements on ink). Full reverse (all bone) is allowed when contrast or production requires it — accept that Coral drops out.

Coral

Monochrome bone or ink

Never place the primary two-color lockup on Coral.

Photography / busy imagery

Reversed on a solid ink scrim, or primary on a bone panel

Don’t float the mark on uncontrolled photo areas.

Embroidery / apparel

Monochrome full lockup ≥ 2″, or icon mark

Do not embroider the full lockup at print minimum (0.75″) — too small. Prefer the caret/icon mark for small left-chest or sleeve placements.

Clearspace

Maintain clearspace equal to the height of the lowercase “p” on all sides. Never crowd the mark.

Minimum size

Screen: never below 96px wide. Print: never below 0.75″ wide. Embroidery / apparel: full lockup never below 2″ wide — 0.75″ is too small for stitch detail on this wordmark. Below 2″, use the icon mark (or monochrome icon) instead of the full lockup. Prefer monochrome for embroidery; proof at size before production.

96px screen →

Embroidery floor: 2″ full lockup · smaller → icon mark

What never happens

Don't stretch

Don't recolor

Don't outline

Don't rotate

Background usage

Bone

Ink (reversed)

Coral, mono only