Introduction
Welcome to the XPUP Brand Manual
About This Manual
This brand manual is your comprehensive guide to the XPUP brand identity. It contains everything you need to consistently represent XPUP across all touchpoints.
What's Inside
- Brand strategy and positioning
- Visual identity system
- Verbal identity guidelines
- Application examples
- Usage guidelines
How to Use
- Navigate using the sidebar
- Follow guidelines carefully
- Download assets as needed
- Contact for approvals
Brand Tagline
"Rebel with a Roadmap"
XPUP offers mentor-led, project-based learning as an alternative to traditional education for career switchers, self-starters, and rebels aged 18-35.
The XPUP Manifesto
Our belief system. Our battle cry. Our roadmap.
THE XPUP MANIFESTO
Education is broken. But you already knew that.
You spent years (and thousands) on credentials that didn't deliver.
You watched the world change faster than syllabi could update.
You learned more from YouTube than from tenured professors.
But here's what they won't tell you:
The system isn't designed to help you win.
It's designed to maintain itself.
• We're done waiting for permission.
• We're done pretending theory equals skill.
• We're done learning alone in digital isolation.
XPUP is what happens when you refuse to accept broken as inevitable.
We learn by building.
We grow with mentors who've actually done it.
We prove ourselves with work, not words.
This isn't school.
This is a movement.
This is your guild.
This is XPUP.
Your next six weeks start now.
Brand Strategy
Our strategic foundation and positioning
Brand Purpose
To empower rebels and career switchers with practical skills through mentor-led, project-based learning that actually delivers results.
Vision
A world where learning is measured by what you can build, not what you can memorize.
Mission
Transform ambitious learners into skilled professionals through intensive 6-week programs led by industry practitioners.
Positioning Statement
For career switchers and self-starters aged 18-35 who are frustrated with traditional education, XPUP is a mentor-led learning platform that delivers practical skills through project-based work, unlike online courses and universities because we prioritize building over theory and real mentorship over isolation.
Core Values
Build, Don't Just Learn
Every lesson results in something tangible.
Real Over Theoretical
Mentors who've actually done it, not just taught it.
Community Over Isolation
Your guild supports your journey.
Results Over Credentials
Your portfolio speaks louder than certificates.
Brand Personality
How XPUP shows up in the world
Brand Archetypes
Primary: The Rebel
We challenge the broken education system and refuse to accept the status quo.
Secondary: The Sage
We share wisdom through experienced mentors who guide with expertise.
Personality Traits
Bold
We speak truth and challenge norms
Direct
No fluff, no jargon, just reality
Supportive
Your guild has your back
Energetic
Fast-paced and action-driven
Authentic
Real people, real results
Empowering
You can do this, we'll show you how
Voice & Tone
Our Voice is Always:
- Confident: We know what works
- Direct: No beating around the bush
- Rebellious: Challenging the system
- Supportive: We're in this together
Our Tone Adapts:
- Marketing: Bold, provocative, energetic
- Education: Clear, supportive, motivating
- Community: Warm, inclusive, empowering
Verbal Identity
How we communicate the XPUP brand
Brand Tagline
"Rebel with a Roadmap"
This tagline captures our dual nature: we challenge the system (Rebel) but provide structure and guidance (Roadmap).
Key Messages
Education is broken
The current system doesn't deliver on its promises.
Learn by building
Theory without practice is useless.
Real mentors, real results
Learn from people who've actually done it.
Your next six weeks
Intensive, transformative, results-driven.
Language Guidelines
We Say:
- Guild (not community)
- Mentor (not instructor/teacher)
- Build (not learn)
- Project (not assignment)
- Your next six weeks (not course/program)
We Don't Say:
- Students → We say learners or rebels
- Curriculum → We say roadmap
- Homework → We say projects
- Classes → We say sessions
- Graduation → We say launch
Visual Identity
The visual system that brings XPUP to life
Logo System
Primary Logo
313×313px • Main brand mark
Secondary Logo
Text lockup
Color Palette
Usage ratio: 45% Core, 30% Volt, 20% Clear, 5% accents
Typography
Headings & Titles
Space Grotesk Bold
Weight: 700
Features: ss01-ss04
Usage: Headlines, CTAs
Body Copy
Plus Jakarta Sans
Weights: 400, 500, 600, 700
Usage: Body text, UI
Applications
How XPUP appears across touchpoints
Digital Applications
- Website: Black backgrounds, Volt CTAs, generous white space
- Social Media: Bold graphics, manifesto quotes, student work
- Email: Clean layouts, clear hierarchy, Volt accents
- App/Platform: Dark mode default, high contrast, accessible
Print Applications
- Business Cards: Black with Volt logo, minimal info
- Brochures: Bold headlines, project showcases
- Posters: Manifesto excerpts, large type, high contrast
Merchandise
- T-shirts: Black with Volt logo or manifesto quotes
- Stickers: Logo variations, "Rebel with a Roadmap"
- Notebooks: Project journals with XPUP branding
Events
- Signage: Large-format manifesto, wayfinding with Volt accents
- Name Badges: First names only, guild affiliations
- Presentations: Follow presentation guidelines (see dedicated section)
Cultural System
How we work and collaborate internally
Team Culture
XPUP's internal culture mirrors our external brand: rebellious, direct, supportive, and results-driven.
We Value:
- Building over talking
- Speed over perfection
- Directness over diplomacy
- Results over process
- Learning over knowing
We Practice:
- Radical transparency
- Fast feedback loops
- Async-first communication
- Ship early, iterate fast
- Support over competition
Decision Making
We empower team members to make decisions quickly. When in doubt, choose the option that:
- Helps learners build faster
- Challenges traditional education
- Demonstrates our values
- Can be tested and iterated
Brand Governance
Guidelines for maintaining brand consistency
Logo Usage Guidelines
DO:
- Use approved logo files only
- Maintain minimum clear space
- Use on black or white backgrounds
- Scale proportionally
- Follow minimum size requirements
DON'T:
- Distort or rotate the logo
- Change logo colors
- Add effects (shadows, gradients)
- Place on busy backgrounds
- Recreate or modify the logo
Color Usage
Always start with black backgrounds. Volt is the primary accent. Combined accent colors should not exceed 5% of any design.
Typography Rules
- Always use Space Grotesk for headlines
- Activate stylistic sets (ss01-ss04)
- Use Plus Jakarta Sans for body copy
- Maintain hierarchy and contrast
Approval Process
All brand materials require approval before publication:
- Internal use: Team lead approval
- External marketing: Brand team approval
- Partnerships: Leadership approval
- Press/Media: Marketing director approval
Contact: brand@xpup.com
Brand Style Sheet
Quick reference for agencies and partners
Brand Style Sheet
Quick Reference • Version 1.0 • 2025
Brand Positioning
Tagline: Rebel with a Roadmap
What We Do: Mentor-led, project-based learning
Target: Career switchers aged 18-35
Logo System
4 logo variants available
Minimum sizes: Primary 100×100px • Secondary 26px height
Color Palette
#B2FA63
30% usage
#000000
45% usage
#FFFFFF
20% usage
#FF7833
Accent
Typography
Headings: Space Grotesk Bold (700) with ss01-ss04
Body: Plus Jakarta Sans (400, 500, 600, 700)
Contact
Brand inquiries: brand@xpup.com
Full manual: xpup.com/brand
Presentation Guidelines
Design specifications for XPUP presentations
Slide Format
- Dimensions: 1920×1080px (16:9)
- Background: Always black (#000000)
- Margins: 120px on all sides
Typography Specifications
Hero Divider Titles
- Font: Space Grotesk Bold
- Size: 405.25pt (540px)
- Color: Volt (#B2FA63)
- Line height: 0.9
- Letter spacing: -3%
Section Titles
- Font: Space Grotesk Bold
- Size: 84px
- Color: Volt (#B2FA63)
Body Copy
- Font: Plus Jakarta Sans
- Size: 24-32px
- Color: Clear (#FFFFFF)
- Line height: 1.5
Image Guidelines
- High-res images only (min 1920px width)
- Black & white or desaturated preferred
- Volt color overlays for emphasis
- People in action, not posed
Layout Principles
- Generous white space
- Clear hierarchy
- Maximum 3 bullet points per slide
- One idea per slide
- Volt accents for emphasis
Presentation Slides
18 ready-to-use slides (1920×1080)
Slide Deck Overview
Complete 18-slide presentation deck following XPUP brand guidelines.
XPUP
Slide 1: Title Slide
Cover with logo and title
REBEL
Slide 2: Section Divider
405.25pt hero text
Title Here
• Point one
• Point two
• Point three
Slide 3: Content Slide
Standard layout
Slide 4-18: Various Layouts
Content, images, data, quotes
Download Slides
Full presentation deck available in PowerPoint, Keynote, and Google Slides formats.
Contact brand@xpup.com for slide deck files