Aa
GeistEverything: headlines (600, tight tracking), body text (400) and the wordmark ("Updraft" at 620, "Labs" at 380).
Brand
The Lift mark.
A U, cut in two. The left half is the drag: the slow, manual work that holds a business down. The right half is the same work after we've been through it. It has risen, and it's brighter.
Drag
Lift
Construction
Built from one idea.
1
Two concentric arcsAn outer radius of 36 and an inner of 16 give arms 20 units thick: heavy enough to read at 16px.
2
One rising lineBoth arm tops are cut along the same 2:5 slope.
3
One slice, square to itThe U is cut at right angles to the rising line, so every straight edge runs one of two ways.
4
The liftThe right half rises 16 units from where it sat (dashed) and turns from deep blue to mint as it goes.
Logo files
Pick the version for the background.
Use SVG wherever you can, and PNG for email signatures and documents.
Usage
Give it room to rise.
Keep clear space around the logo equal to one arm of the mark. Don't use the full logo below 96px wide or the mark below 16px tall; below that, use the favicon, which has a wider gap.
Don't rotate or tilt it.
Don't swap the colours. The lift is always the bright half.
Don't close the gap or level the halves.
Don't stretch, squash or add effects.
Colour
Built from the logo.
White and light grey give the page room; navy carries the text and the dark panels; Updraft Blue is the one accent. Teal and mint come from the lift side of the mark and mark good outcomes.
White#FFFFFF
Mist#F6F8FB
Navy#0B1020
Updraft Blue#2443D6
Sky Blue#3F6DF5
Lift Mint#86F5CF
Type
One family, used plainly.
Both are free on Google Fonts.
Aa
Geist MonoOnly for numbers and data in product mock-ups. Never for headlines or buttons.
The whole kit.
Every logo file, icon and social image in one download.