Approved identity v3.0 23 July 2026

Phone deals, clearly marked up.

Here’s the official Phone Deals UK identity: a clean wordmark with a small annotation that feels like your mate has checked the numbers and circled the useful bit.

The primary lock-up. Supplied as outlined vector artwork, so it never depends on a local font.

The idea

A mate with a highlighter.

The wordmark is confident and readable. The green line under Deals returns to UK like a quick margin note: this is the bit we checked, for people buying here.

It’s deliberately not a phone, signal bars, a shopping tag or a dealer badge. We’re here to make the evidence easier to use, not to look like the shop selling the handset.

Logo family

Pick the version for the space.

Start with the primary lock-up. Change version because the placement needs it, not just to add variety.

Primary lock-up

The default logo for editorial pages, partner pages and roomy horizontal placements.

Download SVG

Navigation lock-up

Optically adjusted for site headers and other shallow spaces. Use it from 180px wide.

Download SVG

Stacked lock-up

A compact layout for square-ish panels and centred compositions.

Download SVG

Compact mark

The purpose-drawn “D” and annotation for places where our name is already clear.

Download SVG

Inverse lock-up

White lettering and a mint annotation for the approved dark-green surface.

Download SVG

Inverse mark

The compact mark prepared for the approved dark-green surface.

Download SVG

Mono dark

One-colour artwork for restricted print, engraving and sponsorship strips.

Download SVG

Mono light

One-colour white artwork for dark backgrounds when full colour is unavailable.

Download SVG

Size & space

Keep the note easy to read.

The line and small UK are intentional details. Use the right master and leave enough room around it.

Primary lock-up clear spaceLet x equal the cap height of “UK”. Keep at least x clear on every side.

Minimum digital sizes

Primary lock-up: 280px wide
Navigation lock-up: 180px wide
Stacked lock-up: 140px wide
General compact mark: 48px square

For the compact mark, keep clear space equal to one quarter of its artboard on every side. Below 48px, use the closest optical favicon master: the 16px drawing from 16–23px, and the 32px drawing from 24–47px. Never shrink the general mark.

Colour

Quiet surfaces, one clear action colour.

Most of the experience is paper, white and ink. Green shows where to act and what has been checked. Caution always gets a label too.

Ink#14211D
Logo lettering, headlines and primary text
Checked green#166B5A
Logo annotation, actions, links and checked states
Fresh mint#C7F36B
Inverse annotation and small positive highlights
Warm paper#F7F8F6
Main page background
Soft green#E3F3EE
Checked and supporting surfaces
White#FFFFFF
Cards and clear reading surfaces
Caution#98500C
Catches and conditions, always with words
Rule#DCE3DF
Quiet borders and dividers

Typography

Readable first. Character second.

The logo and the product UI have different jobs. Don’t try to rebuild the supplied artwork by typing the name.

Logo source

Atkinson Hyperlegible Next Bold

The outlined wordmark started here, then received custom spacing, layout and annotation work. Every downloadable logo contains paths, not live text.

Product interface

£429 delivered

System-first sans

Segoe UI Variable, Inter Variable, Inter and system-ui keep pages quick and familiar. Mono is reserved for exact variants, timestamps and dense data.

Voice

Your switched-on mate, not a phone dealer.

Give the useful answer first, show the working and be straight about the catch. Matey means natural—it doesn’t mean trying too hard.

Sounds like us

“This is the lowest delivered price we could verify today. It’s the UK model, unlocked, and the catch is the slower delivery.”

Say “we” and speak directly to “you”.
Use ordinary words: price, catch, seller, storage.
Name what was checked and when.
Say when something is unknown or the evidence is thin.

Doesn’t sound like us

“Hurry! Unlock unbeatable value with this premium handset proposition.”

No fake urgency or dealer patter.
No corporate telecoms filler.
No unsupported “best”, “cheapest” or “record low”.
No pretend hands-on experience.

Commission never changes our rank or verdict. Affiliate actions are labelled beside the link, and a useful non-affiliate result stays useful.

Using the logo

Use the artwork as supplied.

The files already contain the right shape, colour and spacing. They are finished artwork, not a starting point for a remix.

Do

Use the primary version on white or warm paper.
Use inverse or mono-light on a calm, dark surface.
Use the compact mark only where the name is already known or visible.
Keep the supplied proportions and clear space.

Don’t

Stretch, rotate, outline or add effects.
Move “UK”, redraw the line or type over the artwork.
Put the logo over a busy photo or inside another badge.
Use the logo to imply a partnership or endorsement.

Asset bank

The official files.

Use SVG wherever the platform accepts it. Choose the ready-made PNG, ICO or manifest when it doesn’t.

Complete brand packSVG, PNG, icons, guide and tokens Brand guideMarkdown source Design tokensCanonical CSS

Vectors

Logo and icon masters

SVG

Ready-made

Screen and app files

PNG · ICO · JSON

Phone deals, clearly marked up.

A mate with a highlighter.

Primary lock-up

Navigation lock-up

Stacked lock-up

Compact mark

Inverse lock-up

Inverse mark

Mono dark

Mono light

Minimum digital sizes

Atkinson Hyperlegible Next Bold

System-first sans

✓ Do

× Don’t

Logo and icon masters

Screen and app files

Optional analytics

Do

Don’t