A reference for anyone building alongside ShoUp: designers, print vendors, partners, or a system rendering our name on its own page.
"The thing that shows up for my clients when I can't." Every design choice here serves that one line.
The wordmark performs the verb: sho sits low, up steps physically higher, .ai trails quiet. The eye reads a literal step up.
On white or wash
On ink or a dark ground
Marks. The up monogram carries the wordmark's move into a single glyph pair, for anywhere the full wordmark won't fit.
Light bg
Dark bg
App icon tile
Clear space: leave at least the height of the mark's u free on every side. Keep the wordmark no smaller than about 24px tall on screen, or 15mm in print, it starts to lose the step below that.
Oxblood and teal only. Never purple, blue, or an off-brand tint.
Lock the aspect ratio. Scale proportionally, always.
Keep it on white, wash, or ink. Never a busy or low-contrast ground.
Restrained on purpose. Two brand colours on white. The room is white, colour is the signal, it only appears where it earns its place.
Three faces, three jobs. Never swap them between roles.
The signature device. A persistence ledger, timestamped rows, a teal dot on every reached call. It's the brand's proof-of-presence, and the smallest unit of the whole system is that one dot.
A filled dot means reached, an open ring means a miss, always paired with the word. Never colour alone.
An 8px base unit. Radius stays restrained, never bubbly.
Direct, plain-spoken, anti-fluff, confident. The great coach who has your back but won't let you off the hook.
ShoUp is white-label: the brand is said coach-to-coach, never spoken to end clients by the voice agent itself. Questions on using it correctly, bryan@shoup.ai.