Go Faster, Go Further

2021

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UCRAFT

BRAND

GUIDELINES

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Ucraft Brand Guidelines

Logotype

Symbol

Typography

haas neue grotesk display pro

Colors

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Brand Ideology

Our Brand ideology starts from the center, from a circle that revolves around ideas, takes shapes and forms roaming in and beyond creative imagination, adopts textures and colors that keep the perfect balance of compatibility and boldness.

It is all about the circle which adjusts to the multiple varieties of shapes in social media and others.

Our Mission

01.1

Our Mission is to enable design and content production ...

With so many platforms out there now, launching an eCommerce store quickly should be easy, but the truth is, it’s not…

The problem is that no one has addressed the two things that create the most delay: design and content production. This is where the heavy lifting happens and it gets worse with the indecision created when trying to get things just right...

So, we fixed it. Ucraft Next is a game-changing intelligent eCommerce that uses powerful AI to get your store launched faster than any other platform on the market.

Our design and content bots do the hard work for you instantly and with incredible results.

Our Vision

01.2

To equip people with the intelligent, easy to use eCommerce technology they need to quickly launch and manage their brands

Our Vision is to capture your vision...

Once you’re up and running, you’ll also have powerful tools helping you move quickly with less effort as you market your business, add products, and serve your customers.

Your vision deserves its best shot at success. We make building and launching your online store something that happens in a matter of minutes... not weeks or months. With Ucraft Next you’ll go faster and you’ll go further.

Voice and Tone

We’ve outlined some core characteristics defining what our voice is: empowering, fun, trustworthy, bold, smart, and inspirational. We want our voice to complement our visual design. Together, they tell a consistent story that represents who we are as a company and what we value. Even when we’re talking to businesses, we always want to speak to real people.

Logotype

Primary Logotype

First impressions are important! The first way we signify the presence of Ucraft is with our Primary Logotype: Wordmark and Symbol (the Dot⚫️).. Be it an online store or an arts & crafts blog, you can rely on Ucraft Next to bring you to your desired destination.

Primary Black Logotype (Monochromatic)

Primary White Logotype (Monochromatic)

Minimum print size 0.6 inch (15 mm) wide. Minimum digital size 72 pixels wide.

Smallest size use

The minimum size the primary logotype may be used for print applications is (15mm) wide.

Logotype artwork

Do not attempt to redraw or recreate any element of the logotype. Use the approved digital files of the artwork.

Clearspace

The minimum clear space around the logotype is equivalent to the width of the U from the logotype.

Wordmark

03.1

We prefer to use our Full logo. However, some use cases will steer you towards the sole use of the wordmark. For example, this may happen when the icon is used elsewhere in the layout.

*Ucraft logo is a unique combination of several fonts and is entirely adjusted to our motifs making it the only one of its type.

Icon

03.2

The ● and the U work together to create the perfect balance of the Ucraft Next ideology. This balance between business and design encompasses two polar opposites and brings them to one.

the warm, dynamic, asymmetric circle joins with the cold, static, geometric and symmetric square to target users from both poles and bring them to one.

Craft

Organic

Warm

Technology

Synthetic

Cool

Balance

Primary Black Icon (Monochromatic)

Primary White Icon (Monochromatic)

Minimum print size 0.4 inch (10 mm) wide. Minimum digital size 72 pixels wide.

We use Icon as a standalone brand element, as well as an integral part of the logo. By doing so, it creates a strong and distinctive brand symbol. The icon is the distinctive sign of the brand rooting from U-craft. The icon should be used as the reduced form of our logo in tight spaces.

As the other integral element of the logotype icon the Dot accompanies “U”. As a symbol, the dot and the wordmark letter U are played along to replace the full logo. “U” should not be used separately or in another form, order, or representation than the given.

Icon usage

03.3

If there is a need to use both the logotype and the icon, it's preferable to use the word mark instead of the full logotype.

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Partnership lockup

Aligning partnership logos should follow clear space rules. Let the logotype breathe!

We respect the logotype by giving it some space. The minimum clear space that must surround the logotype is equivalent to the distance between the symbol and the wordmark.

Don't change proportions

Don't outline the logo

Don't add shadows

Don't recreate our logo

Don't stretch or rotate

Don't colorize our logo

Don't change proportions

Don't outline the logo

Don't add shadows

Don't recreate our logo

Don't stretch or rotate

Don't colorize our logo

The Symbol

Symbols

As a pattern or an additional element, the Dot (as a bigger circle or another shape rooting from it) may be used as an additional element.

In addition, Ucraft Next has specified the elements of our logotype in consideration of internal and external use cases: The U element will be used when talking about Ucraft team members, whereas the Dot - when talking about our users.

Layout construction

05.1

Typography

45 Light

75 Bold

For headings we use Neue Haas Grotesk Display Pro 75 Bold Typeface.

Also, there is one option 45 Light, which we can use as an addition.

0123456789ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz!"#$%&'()*+,-./0123456789:;<=>?@{|}~¡¢£¤¥¦§¨©ª«¬®¯°±²³´¶·¸¹º»¼½¾¿ÀÁÂÃÄÅÆÇÈÉÊËÌÍÎÏÐÑÒÓÔÕÖ×ØÙÚÛÜÝÞßàáâãäåæçèéêëìíîïðñòóôõö÷øùúûüýþ

Color

The Ucraft brand primarily consists of black and white colors, which reflect the brand’s simplicity and straightforward, user-friendly approach to website building. Likewise, a brighter shade of green has been chosen as the third primary color for our eCommerce solution since it’s both eye-catching and works harmoniously with our entire color palette.

Regarding secondary colors, we use blue, purple, yellow, and red, which are all associated with specific attributes and features of our builder. This goes without saying, but we ensure that all secondary colors are carefully selected to match their corresponding attributes and features

Monochrome

Primary colors

Green - used to represent our eCommerce solution

HEX: #00F966

HEX: #003214

HEX: #006428

HEX: #00C751

HEX: #D6D6D6

Black

HEX: #000000

White

HEX: #00F966

Dark Charcoal

HEX: #313131

HEX: #595959

HEX: #838383

HEX: #ADADAD

HEX: #D6D6D6

HEX: #EAEAEA

Monochrome

Secondary colors

Purple - reflects our Ai platform

HEX: #C58BFF

HEX: #271C33

HEX: #4F3866

HEX: #9E6FCC

HEX: #A987CC

HEX: #9583A6

Blue - reflects our Visual Editor

HEX: #4F58FC

HEX: #181A4C

HEX: #2F3597

HEX: #5960E3

HEX: #CACDFE

HEX: #767899

Yellow - used in association with marketing tools

HEX: #FFD718

HEX: #4D4107

HEX: #CCAC13

HEX: #C0AC4C

HEX: #FFDF46

HEX: #99916B

Red - reflects optimism and high energy

HEX: #F14E1C

HEX: #301006

HEX: #C13E16

HEX: #DA5830

HEX: #F47149

HEX: #F8A78E

Additional colors for digital use only

Secondary colors

HEX: #3E3C30

HEX: #4C5336

HEX: #868167

HEX: #BBAD99

HEX: #234439

HEX: #64A18D

HEX: #A6E96A

HEX: #D9FF63

Merch

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