Comprehensive Identity Programs






Brent Couchman


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UP Global

UP Global by MonikerUP Global by MonikerUP Global by MonikerUP Global by MonikerUP Global by MonikerUP Global by Moniker


Found­ed in Seat­tle, WA, by the merg­er between Start­up America—originally part of the White House start­up ini­tia­tive in 2011—and Start­up Week­end. It offers sup­port and guid­ance to entre­pre­neurs at all lev­els, all over the world, from pre-start ups, to full-scale companies.


UP Glob­al need­ed an iden­ti­ty to work as an umbrel­la for cur­rent and new pro­grams for entre­pre­neurs, as well as to sig­nal the merg­er of two orga­ni­za­tions. The chal­lenge was in cre­at­ing a logo that worked inter­na­tion­al­ly, and a sys­tem for the poten­tial­ly hun­dreds of region­al chap­ters that would work under UP Global.


Reflect­ing UP Glob­al’s inter­na­tion­al focus we cre­at­ed an icon­ic sym­bol com­bin­ing an up arrow and a globe to make an abstract human form. This spoke to their mis­sion of empow­er­ing entre­pre­neurs and their com­mu­ni­ties around the world. We also cre­at­ed a logo sys­tem where each chap­ter could select their own iden­ti­fy­ing col­ors to use in their logo.

Moniker was hired to work with us on a dynamic identity system for our newly formed brand, UP Global. This brand was born through a partnership of two major organizations that focus on supporting startup communities around the world. This mark would need to be localized at a variety of levels: globally, nationally, and locally. The brand strategy and high-level creative direction were done in-house, while working in a highly collaborative fashion with Moniker on the visual design. This included a vast range of initial concept directions, which were refined iteratively and vetted through contextual application. — Mike Mates, Creative Director and Strategy at UP Global

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