Introduction
The UpMetrics brand extends beyond the solutions we provide and the technology we build. We provide the common ground where real, data-driven conversations about community impact happen.
Mission
UpMetrics empowers impact organizations to be data driven. We provide tools and services for programs and funders to analyze, interpret, and learn from data to make informed decisions, build capacity, and tell their stories.UpMetrics exists to elevate people doing positive work in their communities.
Our goal is to support those who are doing good for their communities, whether it be through access to interest-based activities, health and wellness programs, or mentoring.
Audience
Our audience ranges from classroom teachers, to program managers, to executive directors and funders. The work we do speaks to each demographic because we are building a data-sharing ecosystem that links stakeholders together.
Attendance and engagement data are more than numbers.
Partner Approach
UpMetrics is about community first. We partner with people and organizations to help them accomplish their goals.
Telling Our Story
We’re honest, inclusive, and committed to the work we do because we care about our partners. We celebrate their success — that’s what motivates us.
Voice and Tone
Our focus on the work our partners are doing in the community puts the spotlight on them first — we exist to lift them up. That means we’re:
- Earnest, but not sentimental
- Honest, careful, and respectful about what we share
- Energetic, but not cheesy
- Expert, but not condescending
- Inclusive
- Curious
- Informal, but professional
Beyond Data
Data is key to our work. But what makes us unique is our ability to work with our clients at every level to help them collect, analyze, and interpret their data to drive decision making, inform program design, and tell their stories.
STYLE GUIDE
The UpMetrics and UpActive logos
UpMetrics Logo and Word Mark
Horizontal
Vertical
The logo and word mark should always be used together (as in the logo examples above), with the following exceptions.
- As a complementary element in a report, the chop mark ‘Data For Good’ makes use of the UpMetrics logo:
- And in the following chop marks used in social media posts as branding elements, using our brand’s complementary colors:
UpActive Logo and Word Mark
Main Logo
Fouls
Don’t change the orientation of the logos. Don’t stretch any of the logos, horizontally or vertically:
Brand Name: UpMetrics
UpMetrics (all one word, with the ‘U’ and ‘M’ capitalized)
Not:
- Upmetrics
- Up Metrics
- UPMetrics
Brand Name: UpActive
UpActive (‘U’ and ‘A’ are capitalized, all one word)
Not:
- Upactive
- Up Active
- UPActive
Brand Colors: UpMetrics
Brand Colors: UpActive
Font
The font that we use for all marketing and client facing materials for clients — both the UpMetrics and UpActive brands — is Lato.
You can download Lato here:
Note: When adding text to a deck in Google Slides, Sheets, or Docs, it is important to remember to select Lato from the dropdown menu (the default text for all Google products is Arial).
Imagery
Photo attributes:
- Warm
- Positive
- Community focused
- Creative
- Relatable
The UpMetrics brand permeates everything we do.
If you have questions, or would like a PDF version of the UpMetrics Brand Book, please visit www.upmetrics.com/press.
