Informed by the idea that we lead the way to the Northern hemisphere, our logo is a representation of the Polaris star
Our primary logo
The logo should be clearly visible on all surfaces where Up Norway is communicating. Through consistent use, the logo becomes a representation of our organisation and the service we provide.
The logo is constructed by two elements
- Our symbol: The Northern Star, traditionally used as a navigational tool for knowing where North is. And in a global context, this is in many ways what we do — we turn peoples attention to the Northern Hemisphere and Norway.
- The logotype: Our name Up Norway is one of our greatest brand assets and becomes an essential part of the logo. It is set in ABC Diatype, which is one of two typefaces we use.
The logosymbol
There might be use cases where we can not or should not use our full logo. In these cases we can use the Northern Star as a stand alone symbol. Given the simplistic expression of the star, it should be used sparingly as a stand-alone symbol, and preferably only in contexts where the Up Norway name is clearly visible (ie. social media), or Up Norway is clearly the owner of the context (ie. UpTur, printed documents).
The Logotype
The stand alone logotype should not be used unless specific requirements for a non-symbol logo is given on any surfaces not owned by Up Norway. However, as the logotype is typeset in our brand typeface Diatype, we have the ability to consistently build recognition in regular text.
NB Notice how the capital R in UP NORWAY is slightly different in the logotype than it is in our regular running text. This is done by applying stylistic set 07 to the typeface.
Remember to always use logotype file and not just writing it out, so that we remain consistent.
Minimum sizes & clearspace
Tekst om minsize og clearspace
