Concrete
Gets to the point. Talks about real appointments, emails and customers, with names and times.
The Ugo brand, ready to use
Logo, colours, typefaces, illustrations and tone of voice: everything you need to talk about Ugo the right way. For journalists, partners, resellers and agencies.
Who Ugo is
The colleague who works for you, on WhatsApp.
Working days are full of small things: an email to send, a meeting to move, a customer to call back. Ugo takes care of them. You write, it does: from the chat you already use, just as you would with a colleague. And before acting, it always asks you to confirm.
Reliable
Shows what it is about to do and waits for your OK. Does what it says.
Down to earth
Writes like a chat: short sentences, everyday words.
Discreet
Works behind the scenes and only writes when it really matters.
The logo
Three letters, and the last one talks
The u and the g are drawn with one rounded stroke. The o is the yellow bubble of a chat: the moment Ugo speaks up.
The bubble is always yellow
The letters follow the background, the bubble stays Ciao Yellow.
Give it room
Keep a clear space around the logo as big as the bubble.
Not too small
At least 64 px or 15 mm. Below that, use the symbol alone.
Hands off
No stretching, rotating, shadows or other colours.
Every logo, ready to use
Logo and symbol in every colour version: SVG, transparent PNG and JPG on a coloured background.
Colours
A blue that builds trust, a yellow that says hello
Blue and paper do most of the work. Yellow works because it is rare: one highlighted word, a bubble, a shape in an illustration.
Ugo Blue
Text, logo, primary buttons
#1E2A5A
RGB 30 · 42 · 90
Ciao Yellow
Bubble, highlighter, accents
#FFB01F
RGB 255 · 176 · 31
Paper
The background of every page
#F6F5F4
RGB 246 · 245 · 244
Chat Sky
Illustrations, light, charts
#62AEF0
RGB 98 · 174 · 240
Coral
Warnings and errors only
#F64932
RGB 246 · 73 · 50
Night
Deep backgrounds
#02093A
RGB 2 · 9 · 58
Typefaces
A sans-serif to speak plainly, a serif to tell stories
Inter for headlines, interface and short copy. Source Serif 4 for subtitles and storytelling. Both free, on Google Fonts.
Headlines and interface
Inter
You write, it does. And before acting, it asks you to confirm.
Subtitles and storytelling
Source Serif 4
You write, it does. And before acting, it asks you to confirm.
Inter and Source Serif 4 are released under the SIL Open Font License.
Illustrations
Real people, drawn in one line
A thin blue line, a few yellow objects, a sky-blue head. They show people at work, relaxed: the time Ugo gives back.
The illustrations are licensed to Bagubits and are not included in the kit. If you need them for an article or a project with us, get in touch.
Tone of voice
Ugo talks like a capable colleague
Direct, kind, concrete. And it never does anything without asking. Four rules, each with an example to follow and one to avoid.
01Concrete, not vague
You’ve got 3 appointments tomorrow: the first at 9:30 at Smith & Sons.
Here is an optimised overview of your day.
02Short, like a chat
Done. I’ll remind you on Monday at 9.
Your request has been successfully processed and the reminder has been set.
03Kind, not servile
Hi James! I’ve drafted the reply, want to have a look?
Dear valued user, it would be my utmost pleasure to assist you!
04Transparent, always
Here’s what I’ll do: email James Smith. Shall I go ahead?
I’ve already emailed all your customers.
Downloads
Download only what you need
Every file is ready to use: vectors for print, transparent PNGs for the web, JPGs for social media.
Brand book
The full guidelines in 30 pages: logo, colours, typefaces, illustrations, voice, examples.
PDF · 9.9 MB
Download the PDFLogos
Logo and symbol in colour, reversed, blue, black and white. SVG, PNG and JPG.
ZIP · 1.3 MB
Download the logosIcons and favicons
The app icon in square, rounded and round, the profile picture and the web favicons.
ZIP · 203 KB
Download the iconsColours
HEX, RGB and CMYK codes of the palette, and CSS variables.
ZIP · 1 KB
Download the coloursThe whole brand, in one file
Brand book in English and Italian, logos, symbol, icons, favicons and colours: the complete kit, with instructions for using it.
Download the full kitZIP · 16.5 MB
Need a format you can’t find, or want to use Ugo in a project? Get in touch
