---
title: SideUp Brandbook | Logo, Colours, Type and Voice
description: "The SideUp brandbook: our logo, colours, typography, buttons, imagery, mascot and voice, and how to use them across the website, product and campaigns."
---
[Skip to main content](https://hi.sideup.com/en-gb/brandbook#main-content)
[](https://hi.sideup.com/?hsLang=en-gb)
- Solutions
Tax-free Benefits
HMRC-compliant, tax free benefits for core needs.
[Homeworking Allowance & Equipment Home working costs and kit](https://hi.sideup.com/en-gb/work-from-home?hsLang=en-gb) [Work-Related Training & Tuition Learning linked to the job](https://hi.sideup.com/en-gb/work-related-training-tuition?hsLang=en-gb) [Nursery Partnership Workplace nursery places](https://hi.sideup.com/en-gb/child-care?hsLang=en-gb) [Bike Share Pass Cycling for the commute](https://hi.sideup.com/en-gb/commuting?hsLang=en-gb) [DSE Eyecare Eye tests and screen glasses](https://hi.sideup.com/en-gb/dse-eyecare?hsLang=en-gb) [Canteen Credit Meals at work](https://hi.sideup.com/en-gb/food?hsLang=en-gb) [Retirement Guidance Pension advice for your team](https://hi.sideup.com/en-gb/financial-education?hsLang=en-gb) [Payroll Giving Give to charity before tax](https://hi.sideup.com/en-gb/charitable-giving?hsLang=en-gb)
Lifestyle Benefits
Flexible budgets for everyday life. Give your team the power of choice.
[Wellness & Fitness Gym, mental health & wellbeing](https://hi.sideup.com/en-gb/wellbeing-fitness?hsLang=en-gb) [Pet Care Vets, food and pet insurance](https://hi.sideup.com/en-gb/pet-care?hsLang=en-gb) [Food & Meal Meals, groceries & nutrition](https://hi.sideup.com/en-gb/food?hsLang=en-gb) [Personal Learning & Growth Courses for personal growth](https://hi.sideup.com/en-gb/work-related-training-tuition?hsLang=en-gb) [Commuting Allowance Travel to and from work](https://hi.sideup.com/en-gb/commuting?hsLang=en-gb) [Leisure & Connection Entertainment, coffee and travel](https://hi.sideup.com/en-gb/work-from-home?hsLang=en-gb) [Charitable Giving Support the causes you love](https://hi.sideup.com/en-gb/charitable-giving?hsLang=en-gb)
- Platform
For Employers
Set budgets, track spend and stay compliant, all from one platform.
[Manage Benefits Budgets, eNPS and recognition](https://hi.sideup.com/en-gb/manage-your-platform?hsLang=en-gb) [Integrations Connect with your favourite tools](https://hi.sideup.com/integrations?hsLang=en-gb) [Trust Centre Security, privacy and compliance](https://hi.sideup.com/en-gb/trust?hsLang=en-gb)
For Employees
One card and one app for every benefit, so spending is simple.
[How to spend benefits Discover how to use your SideUp card](https://hi.sideup.com/en-gb/how-to-spend-your-benefits?hsLang=en-gb)
- [Stayconomics](https://hi.sideup.com/stayconomics?hsLang=en-gb)
Learn with Stayconomics
Explore the ideas, research, and strategies behind workplaces people choose to stay in.
[Blog Data-backed, no-fluff articles on retention, benefits, and the future of work.](https://hi.sideup.com/stayconomics/tag/blog?hsLang=en-gb) [Podcast On Youtube and Spotify with the leaders who are actually figuring it out.](https://hi.sideup.com/stayconomics/podcast?hsLang=en-gb) [Newsletter The best of what's happening in HR and employee retention, curated, concise, and worth your Monday morning.](https://hi.sideup.com/stayconomics/tag/newsletter?hsLang=en-gb) [Events & Webinars Real experts, real questions, real takeaways you can use before the week is over.](https://hi.sideup.com/stayconomics/events-webinars?hsLang=en-gb) [Explore by Topics Retention, benefits, HR tech, financial wellness, and more, organized by what you need.](https://hi.sideup.com/stayconomics/topics-1?hsLang=en-gb) Guides & Tools Iterative Tools and Guides
- Company
Know more about us
Who we are, who we work with and how to reach us.
[Partnerships Grow with us, as a partner, reseller or local business.](https://hi.sideup.com/en-gb/partnership?hsLang=en-gb) About us The story and the people behind SideUp. Brandbook Our logo, colours and voice, ready to use. [Contact us Questions, ideas or a demo? Say hello.](https://hi.sideup.com/en-gb/contact-us?hsLang=en-gb)
- Log in
- [Business](https://hi.sideup.com/en-gb/admin.sideup.com?hsLang=en-gb)
- [Employee](https://hi.sideup.com/en-gb/app.sideup.com?hsLang=en-gb)
[Book a demo](https://meetings-eu1.hubspot.com/lana-leles/demo)
- Solutions
- Tax-free Benefits
- [Homeworking Allowance & Equipment](https://hi.sideup.com/en-gb/work-from-home?hsLang=en-gb)
- [Work-Related Training & Tuition](https://hi.sideup.com/en-gb/work-related-training-tuition?hsLang=en-gb)
- [Nursery Partnership](https://hi.sideup.com/en-gb/child-care?hsLang=en-gb)
- [Bike Share Pass](https://hi.sideup.com/en-gb/commuting?hsLang=en-gb)
- [DSE Eyecare](https://hi.sideup.com/en-gb/dse-eyecare?hsLang=en-gb)
- [Canteen Credit](https://hi.sideup.com/en-gb/food?hsLang=en-gb)
- [Retirement Guidance](https://hi.sideup.com/en-gb/financial-education?hsLang=en-gb)
- [Payroll Giving](https://hi.sideup.com/en-gb/charitable-giving?hsLang=en-gb)
- Lifestyle Benefits
- [Wellness & Fitness](https://hi.sideup.com/en-gb/wellbeing-fitness?hsLang=en-gb)
- [Pet Care](https://hi.sideup.com/en-gb/pet-care?hsLang=en-gb)
- [Food & Meal](https://hi.sideup.com/en-gb/food?hsLang=en-gb)
- [Personal Learning & Growth](https://hi.sideup.com/en-gb/work-related-training-tuition?hsLang=en-gb)
- [Commuting Allowance](https://hi.sideup.com/en-gb/commuting?hsLang=en-gb)
- [Leisure & Connection](https://hi.sideup.com/en-gb/work-from-home?hsLang=en-gb)
- [Charitable Giving](https://hi.sideup.com/en-gb/charitable-giving?hsLang=en-gb)
- Platform
- For Employers
- [Manage Benefits](https://hi.sideup.com/en-gb/manage-your-platform?hsLang=en-gb)
- [Integrations](https://hi.sideup.com/integrations?hsLang=en-gb)
- [Trust Centre](https://hi.sideup.com/en-gb/trust?hsLang=en-gb)
- For Employees
- [How to spend benefits](https://hi.sideup.com/en-gb/how-to-spend-your-benefits?hsLang=en-gb)
- [Stayconomics](https://hi.sideup.com/stayconomics?hsLang=en-gb)
- Learn with Stayconomics
- [Blog](https://hi.sideup.com/stayconomics/tag/blog?hsLang=en-gb)
- [Podcast](https://hi.sideup.com/stayconomics/podcast?hsLang=en-gb)
- [Newsletter](https://hi.sideup.com/stayconomics/tag/newsletter?hsLang=en-gb)
- [Events & Webinars](https://hi.sideup.com/stayconomics/events-webinars?hsLang=en-gb)
- [Explore by Topics](https://hi.sideup.com/stayconomics/topics-1?hsLang=en-gb)
- Guides & Tools
- Company
- Know more about us
- [Partnerships](https://hi.sideup.com/en-gb/partnership?hsLang=en-gb)
- About us
- Brandbook
- [Contact us](https://hi.sideup.com/en-gb/contact-us?hsLang=en-gb)
- Log in
- [Business](https://hi.sideup.com/en-gb/admin.sideup.com?hsLang=en-gb)
- [Employee](https://hi.sideup.com/en-gb/app.sideup.com?hsLang=en-gb)
- [Book a demo](https://meetings-eu1.hubspot.com/lana-leles/demo)
Brandbook
# How SideUp looks, sounds and behaves
The rules behind our logo, colours, type, photos and voice, so everything we make feels like one company. Written for our team, our partners and anyone building with us.
[Download the logos](https://hi.sideup.com/en-gb/brandbook#logo)[Jump to the colours](https://hi.sideup.com/en-gb/brandbook#colours)
The brand in one paragraph
## Warm, precise and a little playful
SideUp turns employee benefits into money people can actually spend. The brand reads as warm, precise and a little playful: a confident purple, a lime that marks the moment something good happens, plenty of white space, soft rounded shapes, real people, and one white cat.
### Purple carries identity
Our main colour is for primary fills, the logo and large display words.
### Lime carries reward
It marks the moment something good happens: a highlight, a success chip, the card, the accent button.
### Dark grey frames the product
Dark bands, the footer and the product frame use our charcoal. Everything else breathes in white.
The rebrand story
## Dressed for 2026
We rebuilt the identity around two goals: a look that matches our culture and core values, and a brand position that fits the vibes of the two markets we serve.
### Who is SideUp?
ModernInnovativeDiverseCheerfulPushyDriven
### Who is our customer?
We looked at what people in each market already love. In both, it is sport: big moments, team colours, stadium light.
United Kingdom
46 million
UK adults (86%) identify as football fans
**18 million** (33%) identify as tennis fans, and **17 million** (32%) as rugby fans.
United States
188 million
US adults (73%) identify as NFL fans
**119 million** (46%) identify as NBA fans, and **52 million** (21%) as tennis fans.
Source: Statista, as cited in the 2026 rebrand deck.
### What the colours had to say
### UK: all about purple
Purple is not only safe. It is familiar and expected, and everything else gravitates around it.
### US: vibrant and explosive
Lots of light and chroma. Loud colours spiced with purple, orange, yellow, pink and blue.
**The result is one palette for both markets.** Purple is the anchor, lime marks the reward, charcoal and warm light keep it balanced, and a set of loud support colours adds the US energy in small doses.
### Do
- Bet on dark and light pastel tones. They balance the core colours
- Pair purple with light tones and pastels
- Put lime on dark tones, where it has strong contrast
- Use large off-white areas to breathe and to build longer content
- Alternate with dark spaces for narrative accent moments
### Don’t
- Use lime on white or other light tones. It is not legible
- Stack neon on neon, or cover large areas with neon
- Forget that neon colours are for brand accents
Logo
## One mark, two colours
Use the files below. Never redraw, trace or re-export the mark from a screenshot.
### Purple on white and light
Purple #A84EF7 on white and warm light bands.
[Download the purple logo (SVG) ↓](https://hi.sideup.com/hubfs/Brand/logo.svg?hsLang=en-gb)
### Lime on dark and purple
Lime #98FF14 on dark bands, the footer and purple bands.
[Download the lime logo (SVG) ↓](https://hi.sideup.com/hubfs/logoLime.svg?hsLang=en-gb)
### Size and space
- Minimum height 24px
- Clear space of 40% of the rendered height on all sides
- In the header: 32 to 40px tall, left aligned, links to the home page
### Never
- White, black, outline or gradient logos
- A partner colour on the SideUp mark
- On a busy photo without a solid or glass plate
- Stretched, or with a drop shadow
### Co-branding
On partner pages the partner leads and SideUp signs as the provider, with “powered by” and the mark in purple or lime. Partner colours never touch our mark.
Colour
## A confident purple and a lime that rewards
Identity colours never shift. Do not lighten the purple for dark sections: change the surface instead.
#A84EF7
### Main purple
Primary fills, large display accents, the logo, the focus ring.
#98FF14
### Accent lime
Reward moments: highlights, success chips, the card, the accent button.
#2E303A
### Dark
Dark bands, the footer and the product frame.
#EFEEE8
### Light
Warm neutral bands and illustration backdrops.
### Text and lines
#151515 body text#525764 secondary text#BBBEC6 dividers#F2EFFD text on dark
### Support colours
For illustration, charts and category accents. Never a second brand colour, never for buttons.
#FF5C30#EF3685#FFC700#007CC4#1A6363#00A9BC
### Contrast rules
- White on purple: large text only (24px, or 18.66px bold)
- Purple on white: large text only. Small purple text uses the darker purple #543769
- Black on lime: everywhere (16.65 to 1)
- Lime on dark: text and icons (10.41 to 1)
- Lime never goes on white as text
### Section bands
- White: most sections
- Soft grey #F9F9F9: feature grids and FAQs
- Warm #EFEEE8: testimonials and “how it works”
- Purple: one statement or one stat, with a lime button
- Dark #2E303A with the dot grid: product showcase and final call to action
- At most one dark band and one purple band per page
Typography
## Two families, no others
Cabin for headlines, eyebrows and big numbers. Elms Sans for everything else: body, interface, buttons, forms and captions. Fallback: system sans-serif.
Aa
### Cabin
H1 to H4 and eyebrows. Weight 700 for display, 500 for H4.
Aa
### Elms Sans
Body, buttons, forms and captions. Weights 400, 500 and 700.
| Role | Desktop | Mobile | Weight |
| --- | --- | --- | --- |
| Display (hero H1) | 44px Cabin | 32px | 700 |
| H2 section title | 36px Cabin | 28px | 700 |
| H3 card title | 24px Cabin | 20px | 700 |
| Lead | 20px Elms Sans | 16px | 400 |
| Body | 16px Elms Sans | 16px | 400 |
| Caption | 14px Elms Sans | 14px | 400 to 500 |
| Eyebrow | 12px Cabin, uppercase, 0.1em tracking | 12px | 700 |
| Button | 16px Elms Sans | 16px | 700 |
### Rules of thumb
- Body copy never goes below 16px
- One highlighted phrase per headline, set in purple, the rest in dark grey
- One capitalisation convention per page
Buttons and components
## Soft, rounded and easy to tap
Every button, chip, badge, eyebrow and avatar is a pill. Square-cornered buttons break the spec.
### Buttons
[Primary](https://hi.sideup.com/en-gb/brandbook#components)[Accent](https://hi.sideup.com/en-gb/brandbook#components)[Secondary](https://hi.sideup.com/en-gb/brandbook#components)[Outline](https://hi.sideup.com/en-gb/brandbook#components)
- **Primary** (purple, white text): the main call to action on white bands
- **Accent** (lime, black text): the call to action on purple and dark bands, and reward actions
- **Secondary** and **Outline**: second and third-level actions
- Elms Sans 700, sentence or Title Case, never all caps. Large size is 52px tall, minimum tap target 44px
- At most two buttons in a group
### Eyebrow and chips
Eyebrow
FlexibleWellnessSuccess
Chips are pills with an optional coloured dot. Never use colour as the only signal.
### Shapes
- 32px: section cards, testimonial cards, framed product shots
- 16px: inner cards, tiles, images inside cards
- 8px: inputs inside forms
- Pill: buttons, chips, badges, avatars
- Nested shapes step down one level
### Category colours
Each benefit category has a dot colour. Use it for the chip, icon tile or page accent.
RecognitionFlexible and EducationEntertainmentEssentialHealthMealTransportTravelWellness
Imagery and the cat
## Real people, social-style frames, one white cat
### People
Real, diverse employees in candid, happy moments. Frame them in portrait, 4:5, on a purple tile with 32px corners, with a small floating chip or a heart, the way you would see them in a social post. No stock-office handshakes, and no people without the tile treatment.
Wellbeing
Family
### The cat
A soft 3D white cat with pink cheeks and paws is our mascot. Use it for empty, error, 404 and celebratory moments, at most once per page. When it appears with money, it holds the lime SideUp card.
### The card
The lime SideUp card is the physical proof of benefits as spendable money. Show it on the purchase and reward story.
### Floating UI
Overlay real product fragments on photos: a category chip, or a balance card with an exact figure. Label mock figures as illustrative.
### Gradients and icons
An orange to purple blob may sit behind the cat or a hero visual, never on text, buttons or the logo. Icons are Material Symbols Outlined, 20 to 24px.
Voice
## Warm with people, exact with money
We talk to employers about results and to employees about their own money, with real numbers in both cases. Confident, never boastful. Friendly, never cute.
### The ten requirements
1. **Lead with a real number** when one exists, not an adjective.
2. **Talk to the buyer as “you”** and “your team”. Give employees a voice through named people with a role and a detail.
3. **Headline = problem, then SideUp,** in one line.
4. **CTAs name the next step** or its cost.
5. **Use plain product terms** consistently: benefit, allowance, enrolment, the SideUp card. Do not invent synonyms.
6. **No stacked adjectives** without a number or a mechanism nearby.
7. **Stories are specific:** name, role, workplace type, amount.
8. **Be friendly to the end user.** Explain any financial or legal term in plain words. Benefits and tax make people anxious, so the copy should calm.
9. **Be diligent with money, dates and deadlines.** Exact figures, currency and period.
10. **Be responsible.** Never promise an outcome or give unqualified financial, legal or tax advice. This is the most serious rule: copy that breaks it does not ship.
### Headline formula
*“Your best people are leaving for better benefits. Keep them for the same budget.”*
### Region
UK pages use UK spelling and pounds. US pages use US spelling and dollars. Never mix them on one page or in one deck.
### Buttons and links
| Write | Not |
| --- | --- |
| Book a 15-min demo | Learn more |
| See the benefits catalogue | Know more, Read more |
| Get the guide (PDF, 6 pages) | Click here |
| Talk to our team | Submit |
| Compare plans for 50+ employees | Find out more |
### Before and after
| Before | After |
| --- | --- |
| Revolutionary benefits that everyone loves | \[X of Y\] employees used their allowance in the first month. \[source, year\] |
| Employees say SideUp is great | “I put £1,140 toward childcare last year.” Priya, nurse, Leeds. *(Example)* |
| Save money with tax-free benefits! | Pay for some benefits from gross salary. How much you save depends on your tax band. |
| Around £500 left | £486.20 left until 31 December |
### Money, tax and eligibility
- Write “Your £100 monthly wellbeing allowance renews on 1 November,” not “around £100 a month”
- Explain each tax term in one plain sentence, and add a line such as “How this applies to you depends on your salary and tax band”
- Never write “saves everyone money” or “tax-free” without the condition
- Every statistic carries its source and year. No source, no stat
### People in examples
- Use fictional people, marked “example” where they could be mistaken for real, or people who approved their story
- Never use real, unconsented individuals
### Edit out the AI-sounding patterns
- Em dashes as the hinge of a sentence, and “it’s not X, it’s Y”
- Clusters of hype words (seamless, unlock, empower, elevate, game-changing) without a number behind them
- Runs of same-length sentences, lists of exactly three, and breathless “and… and… and” sentences
- Stock openers and closers (“In today’s fast-paced world”), uncited “studies show”, and rhetorical questions used as a habit
- Emoji and exclamation marks in body copy
Need something else?
## Questions about the brand?
Email our team for logos in other formats, partner co-branding or anything this page does not cover.
[Talk to our team](mailto:hello@sideup.com)
[](https://sideup.com)
Pay your team more. Spend less.
### Tax Free Benefits
- [Homeworking Allowance & Equipment](https://hi.sideup.com/en-gb/work-from-home?hsLang=en-gb)
- [DSE Eyecare](https://hi.sideup.com/en-gb/dse-eyecare?hsLang=en-gb)
- [Work-Related Training & Tuition](https://hi.sideup.com/en-gb/work-related-training-tuition?hsLang=en-gb)
- [Canteen Credit](https://hi.sideup.com/en-gb/food?hsLang=en-gb)
- [Canteen Credit](https://hi.sideup.com/food?hsLang=en-gb)
- [Bike Share Pass](https://hi.sideup.com/en-gb/commuting?hsLang=en-gb)
- [Retirement Guidance](https://hi.sideup.com/en-gb/financial-education?hsLang=en-gb)
- [Nursery Partnership](https://hi.sideup.com/en-gb/child-care?hsLang=en-gb)
- [Payroll Giving](https://hi.sideup.com/en-gb/charitable-giving?hsLang=en-gb)
### Lifestyle
- [Child Care](https://hi.sideup.com/en-gb/child-care?hsLang=en-gb)
- [Pet Care](https://hi.sideup.com/en-gb/pet-care?hsLang=en-gb)
- [Wellbeing & Fitness](https://hi.sideup.com/en-gb/wellbeing-fitness?hsLang=en-gb)
- [Food & Meal](https://hi.sideup.com/en-gb/food?hsLang=en-gb)
- [Financial Education](https://hi.sideup.com/en-gb/financial-education?hsLang=en-gb)
- [Commuting Allowance](https://hi.sideup.com/en-gb/commuting?hsLang=en-gb)
- [Leisure & Connection](https://hi.sideup.com/en-gb/commuting?hsLang=en-gb)
- [Charitable Giving](https://hi.sideup.com/en-gb/charitable-giving?hsLang=en-gb)
### Plataform
- [Manage your Platform](https://hi.sideup.com/en-gb/how-to-spend-your-benefits?hsLang=en-gb)
- [Integrations](https://hi.sideup.com/en-gb/integrations?hsLang=en-gb)
- [Trust](https://hi.sideup.com/en-gb/trust3?hsLang=en-gb)
- [How to spend benefits](https://hi.sideup.com/en-gb/how-to-spend-your-benefits?hsLang=en-gb)
- [Business Platform](https://hi.sideup.com/en-gb/admin.sideup.com?hsLang=en-gb)
- [Employee Portal](https://hi.sideup.com/en-gb/customer.sideup.com?hsLang=en-gb)
### Company
- [About us](https://hi.sideup.com/en-gb/?hsLang=en-gb)
- [Partnerships](https://hi.sideup.com/en-gb/partnership?hsLang=en-gb)
- [Brandbook](https://hi.sideup.com/en-gb/?hsLang=en-gb)
- [Terms & Conditions](https://hi.sideup.com/en-gb/terms-conditions?hsLang=en-gb)
- [Privacy Policy](https://hi.sideup.com/en-gb/privacy-policy?hsLang=en-gb)
- [Contact us](https://hi.sideup.com/en-gb/contact-us?hsLang=en-gb)
SideUp is not a bank. SideUp Visa® cards are issued by Stripe Payments UK Limited, an electronic money institution authorised by the Financial Conduct Authority (firm reference number 900461) for the issuing of electronic money and the provision of payment services. Cards are issued under the Visa card scheme pursuant to a licence from Visa Europe Limited. SideUp Limited. Registered in England & Wales, Company No. 15200782. Registered office: 35 Charles Square, London, England, N1 6HT. Information on this website is a general summary, not tax advice.
© 2026 SideUp. All rights reserved.
Book a demo