Umovi — brand assets
====================

Everything in this pack is generated from the same geometry and colour values as the
identity manual, so the files and the manual can never disagree. Read the manual first:
Umovi-Identity.pdf.

logo/
  Three approved lockups, in colour and in one ink.
    umovi-lockup-*     the primary lockup — signet + umovi
    umovi-signet-*     the compact mark — app bars, avatars, favicons, stickers
    umovi-u-*          the stroke alone, for containers that already supply a shape

  -colour-light   brand violet, for light backgrounds
  -colour-dark    the lighter violet, for dark backgrounds — not the same value
  -mono-black     one dark ink on a light ground; the U is a real knockout
  -mono-muted     the quieter one-ink version, for legal footers and invoices
  -mono-reversed  one light ink on a dark ground — a separate file, never an invert
  -on-accent      pure white, with the U knocked through to whatever is behind it —
                  the version for the brand violet, a gradient or a photograph
  -outlined       the U as a filled path instead of a stroke, for cutters,
                  engravers and embroidery digitisers that cannot take a stroke width

app-icon/
  umovi-app-icon-master   full-bleed square, no corner rounding — iOS and Android
                          apply their own mask; rounding it here rounds it twice
  favicon.svg             the rounded signet

  For a launch screen use umovi-u-white.svg centred on a full-bleed #8030DE field.
  It is a screen, not a square asset — the screen already is the square.

colour/
  umovi-palette.ase       Illustrator, InDesign, Photoshop, Affinity
  umovi-palette.gpl       Inkscape, GIMP, Krita
  umovi-colours.txt       every value as hex, CMYK and oklch

Three rules that break the mark faster than anything else
---------------------------------------------------------
1. The wordmark never appears without the square. There is no wordmark-only file here
   because there is no wordmark-only lockup.
2. Never invert a monochrome file in software — it turns the knocked-out U solid and
   the mark stops being the mark. Use the -reversed file.
3. Never re-round, outline, stretch, rotate or recolour the artwork by hand. If you
   need a colour that is not in this pack, the place's own colour may take the signet —
   the manual's chapter 05 says exactly how.

type/
  DM Sans 400/500/600 and DM Mono 400/500 — the only weights the identity uses.
  Both families are under the SIL Open Font License 1.1; OFL.txt travels with them
  and must stay with any copy you pass on.
  DM Sans 400 body · 500 headline accents · 600 headings and buttons
  DM Mono 400/500 eyebrows, labels, times, prices and every table figure

expressions/
  The material U artwork used across Umovi's industry pages. These images can be
  used intact in editorial stories, partner presentations and context-setting
  material. They are not logo variants and do not replace any artwork in logo/.
  Do not crop out the U, add copy over the image, recolour it or treat it as an
  app icon. Use the approved signet or lockup wherever an actual logo is needed.

Questions, or a use this pack does not cover: {CONTACT}
