Brand kit · V1.0
Every file that carries the name
Logo artwork, profile avatars, and covers and banners cut to each platform's exact upload size, with the safe areas already respected. Take one file or take the lot.
27 files · ZIP · 303 KB
01
The logo
A framed house with a teal door, next to the wordmark. The horizontal lockup is the default; the mark goes out alone only where space is tight or the brand is already established on the page.
Primary lockup, on bone
Reversed lockup, on ink
House mark
Favicon tile
Files
Primary lockup
The default. House mark and wordmark, for light backgrounds.
Reversed lockup
For ink and other dark backgrounds. The door and “Stays” lift to mint.
House mark alone
Only where space is tight, or the brand is already established on the page.
Single colour
Lockup and mark that inherit one ink, for stamps, embroidery and one-colour print.
Favicon and app tile
Built for small sizes. Use this below 24px rather than shrinking the lockup.
Clear space and size
- Keep a margin equal to the height of the teal door clear on all sides. Nothing crosses it: no text, no edges, no other logos.
- The lockup never goes below 24px or 8mm tall.
- The mark never goes below 20px or 6mm tall. Below that the door disappears, so use the favicon tile, which is built for it.
What not to do
- Stretch or squash it.
- Recolour it.
- Place it on brand teal.
- Add shadows or any other effect.
- Rotate or tilt it.
- Circle-crop the lockup. Use the avatars instead.
02
Colour
One family: teal, from near-black ink to mint, on a warm bone canvas. Bone is the brand's cream and the default page background. White is reserved for cards sitting on bone.
Ink
Text, dark sections
Deep teal
Hover states, depth
Teal
The accent. Links, the door
Mint
The accent on ink only
Bone
Default canvas
White
Cards sitting on bone
Sixty, thirty, ten
Bone and white carry about sixty per cent of a layout, ink about thirty, and teal the last ten. Teal is the seasoning: the door, links, one word in a headline, small labels, and little else. If a layout feels very teal, it is wrong. Mint exists only as the teal accent on ink, and never appears on bone or white.
Contrast
- Ink on bone for body text.
- Bone on ink for dark sections.
- Teal on white for headlines and bold text at 18px and above only.
- White on teal for large text only, never body.
- Mint on bone, never.
03
Type
Two typefaces, both drawn from the logo and the business card. Nothing else: no serifs, no scripts, and no third font just this once.
Aa Bb Cc 0123
Bricolage Grotesque
Headlines and the wordmark. Weights 700 to 800, letter-spacing −0.02em. Never below 18px: it is a display face, not a body face.
Aa Bb Cc 0123
Hanken Grotesk
Body, interface and labels. 400 for body, 600 for emphasis and buttons, 700 in tracked caps for labels at 0.12 to 0.16em, exactly as on the business card.
What could your place really earn?
Display · Bricolage 800 · 56 to 88px · −0.025em
We host it. You get paid.
Heading · Bricolage 800 · 28 to 40px · −0.02em
We take a property, set it up, host it, and pay the owner.
Body · Hanken 400 · 16 to 18px · 1.6 line height
Airbnb and short-let management
Label · Hanken 700 caps · 12 to 14px · 0.16em
The wordmark sets “Stays” in teal, and a headline may borrow that move on one phrase, mint on dark. One per headline at most. Headlines are never underlined or italicised.
05
Voice
The name is the brief. We write like a trustworthy local explaining something over a cuppa: plain English, real numbers, no property-industry waffle.
How it sounds
- Plain English. Short sentences, everyday words.
- Numbers rather than adjectives. A figure with its source beats an adjective every time, and every claim carries its proof.
- Local and personal. The founder is North Devon born and raised. Named people, real places, first person where it fits.
- Honest limits. We say what we do not do. Scarcity is real or it is not mentioned.
- Sentence case. Headlines do not end in a full stop.
What never appears
- Hype words: unlock, elevate, seamless, hassle-free.
- Emoji in brand copy, and em-dashes.
- Invented scarcity, and any guarantee of income, occupancy or return.
- Copy that praises our own honesty. Trust is shown with sourced facts, stated assumptions and visible dates.
- Any figure, rating or testimonial that is not real and permissioned.
06
Using the marks
Journalists, partners and owners are welcome to these files to refer to Straight Up Stays. Three conditions, and they are the usual ones.
- Use the artwork as supplied. The rules in section 01 apply to everyone.
- Do not use the marks in a way that suggests we endorse, supply or are partnered with something when we are not.
- The name and the marks belong to Straight Up Stays Ltd. Everything else about the brand stays ours.
Something you need that is not here, or a file in a format you cannot use: write toleo@straightupstays.com and we will send it.
Straight Up Stays Ltd · Company number 14569679 · Registered in England and Wales
04
The social kit
Every profile, one identity. Rendered at each platform's exact upload size with the safe areas already respected. Profiles use the avatars, because the lockup dies in a circle crop and the wordmark disappears. Upload the PNGs: most platforms will not take SVG.
Avatars
Avatar, ink
1000 × 1000
The primary avatar. Use on dark platforms.
Download PNG
Avatar, bone
1000 × 1000
The primary avatar on light platforms.
Download PNG
Avatar, teal
1000 × 1000
Alternate only.
Download PNG
Avatar, ink, small
400 × 400
For slots that cap at 400px.
Download PNG
Covers and banners
X header
1500 × 500
The avatar overlaps the bottom left, so the lockup sits above it.
Download PNG
LinkedIn company cover
2256 × 382
Twice the 1128 × 191 slot, so the type stays sharp.
Download PNG
LinkedIn personal banner
1584 × 396
Set to the right, because the profile photo takes the bottom left.
Download PNG
Facebook cover
1640 × 624
Desktop shows 820 × 312 and mobile crops the sides, so it is centred for both.
Download PNG
YouTube channel art
2560 × 1440
Only the central 1546 × 423 shows on every device. Everything sits inside it.
Download PNG
Link preview card
1200 × 630
The Open Graph image for Facebook, LinkedIn and X.
Download PNG
Instagram and Threads tile
1080 × 1080
For a pinned post. Neither platform takes a banner.
Download PNG
Story
1080 × 1920
300px is kept clear top and bottom for platform furniture.
Download PNG
Which file goes where
Profile copy
Posts lead with a real photograph or a real number. Watermark a post with the house mark in a corner, small, rather than the full lockup, and never place the lockup on photography.