Logo, palette, typography, tone of voice, usage rules and files to download. For journalists, partners, integrators, town halls and anyone who writes or designs something on behalf of Stup.
The 'Stup' wordmark in Manrope ExtraBold + a small hexagon with an 'S' inside. Three variants: horizontal lockup, hexagon monogram, the mark for dark backgrounds.
The palette is led by a single warm yellow - Honey Gold - on a cream background. Black for contrast. Green and red are reserved for eco mentions / warnings, never used as decoration.
Two free, open-source, self-hosted fonts (no calls to Google). Manrope for headings and UI, Inter for body text. Never serif. SIL Open Font License.
Used for: H1, H2, H3, buttons, kicker, hexagon numbering, navigation. Never below 14px.
Used for: paragraphs, lead, descriptions, forms, labels, micro-copy. Visually consistent with Manrope.
Approachable, warm, direct. Talk to a small-town mayor the way you'd talk to a friend over coffee - with respect, but without boring them with jargon. No bureaucratic words, no needless anglicisms, no 'soluționăm' ('we provide solutions').
împreună (together) - the brand's pivot wordstupul tău (your hive), comunitatea ta (your community), energia voastră (your energy)vecinii (the neighbours), primăria + oamenii (the town hall + the people)de la idee la implementare (from idea to implementation - concrete, not vague)~98%, 20-60%, 4-6 monthssoluționăm ('we provide solutions') · we say rezolvăm (we solve) or facem (we do)stakeholderi (stakeholders) · we say oameni implicați (people involved), vecini (neighbours)consorțiu (consortium) · we say grup (group), parteneri (partners)implementare (implementation) · only in a strictly technical contextholistic, sinergie (synergy) · replaced with plain Romanian60-90% reducere (60-90% reduction) ✕revoluționăm energia (we're revolutionising energy) ✕The manifesto sentence, used word for word when needed. No paraphrasing.
Fiecare comunitate poate avea propriul stup. Energia care unește.
(Every community can have its own hive. Energy that brings people together.)
- STUP manifestoThe hexagon is the backbone element. It appears as the lockup, the monogram, a subtle pattern in the footer and - as the canonical use - as the step numbering in every STUP diagram.
Rounded cards on a cream-warm background. Each step has a small gold hexagon in the corner with its number (1-4) in Manrope ExtraBold. A 4-column layout on desktop. This is the standard format for any STUP step diagram - don't reinvent it with circles or horizontal bars.
A decorative composition for the hero. 7 hexagons (1 in the centre, 6 around it) with a gradient from Sunshine to Honey Deep. Used as the main graphic element on the homepage. Simple variants (1 hex) for inner pages.
Logo in SVG, palette, usage guide. For journalists: use 'Stup de Energie' at first mention and 'Stup' in the rest of the text.
Note: the files are protected by copyright. Using them outside communication about STUP requires written consent. For the PDF palette, the full brand canon or other materials, write to us at [email protected].
Write to us directly and we'll get back to you within 24 hours on working days. If you need specific materials (quotes, data, pilot communities, extra photos), mention it in your message.
[email protected]Initiator & spokesperson: Eduard Dumitrașcu · ARSC
The Smart City Romania network, run by ARSC
Everything you need to know about Romania's fastest-growing industry