Valloop Brand Guidelines
Guide PDF Site

01 Welcome to Valloop

Our brand, in your hands.

Valloop’s brand is who we are, what we stand for and how we show up in the world. Whether you're a part of our team, a customer, partner or someone encountering us for the first time, our goal is simple: to give business owners a better way to exit.

We’re technology-first, with a human touch. Our tools put the knowledge and confidence in your hands, so you can take the lead and move forward at your own pace.

These guidelines are to help you understand our brand and be confident to share it - with a few rules here and there of course.

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02 Purpose, vision & mission

Why we exist, where we’re going.

Purpose

We believe ownership should not be a privilege enjoyed by a few. The people who already know a business and have worked to build it deserve to participate in it and share in its future success, and we believe the best exits are built on partnership, not just a transaction.

Vision

A world where more people can create and realise wealth through business ownership.

Mission

We help owners sell their business to the employees who work in it. Our AI-enabled platform, tools, capital and expertise make each stage possible, and our ‘Life in Ownership’ partnership helps the business grow under its new owners.

Our vision

Bringing our vision to life

We’re aiming for 30,000 feet, not 30 feet, because the opportunity in front of us is genuinely huge, across every sector, market, niche and geography. Partnering with Valloop reaches beyond the deal itself, into the lives of employees, their families and the communities they’re part of, and gives every business real scope to grow further than they ever planned on their own.

Vision

A world01 where more people0203 can create04 and realise05 wealth06 through business ownership0708.

  • 01An ambition for the whole globe.
  • 02Widening ownership to people who wouldn’t normally get the chance.
  • 03Hybrid routes to ownership: senior employee leaders and employee ownership trusts.
  • 04Creates the opportunity for the people who helped create the value to share in its future success.
  • 05A better alternative for business owners to realise their wealth.
  • 06Builds wealth for everyone involved and their families, and keeps SMEs rooted in their local communities.
  • 07An alternative route into ownership for senior employee leaders.
  • 08A partnership with Valloop supports business growth beyond the transition.

For the Owner

No drawn-out, uncertain sale process. No handing the business to a stranger who doesn’t understand what you built.

For the Senior Leaders

Not just a job anymore, but a stake in the outcomes they’re already responsible for creating every day.

For the Employees

Employee Ownership Trusts are a genuine benefit for the whole team, strengthening the business as an employer and helping it attract and retain the best talent.

03 Our values

We will:

Six commitments that shape how we work, what we build and who we build it for.

  1. 01

    Keep it simple

    Remove unnecessary complexity.

    • We look for smarter, more EFFICIENT ways of doing things.
    • We PAUSE to think before we speak or act.
    • We ask for HELP when someone else knows more than we do.
    • We get to the POINT and keep things concise.
    • We choose PROGRESS over perfection, and stay agile as things change.
  2. 02

    Build with people

    Design alongside those who will use what we create.

    • We SHOW our thinking early, not just the finished idea.
    • We LISTEN more than we present.
    • We test ideas with REAL owners and employees, not just each other.
    • We ASK before we assume.
    • We stay OPEN to feedback that might change our minds.
  3. 03

    Put SMEs first

    Optimise for the lasting success of the businesses and people we serve, even when it costs us the easier or more profitable option.

    • We choose what’s RIGHT for the business, even when it isn’t easiest for us.
    • We treat every SME as UNIQUE, never as a template to be filled in.
    • We stay CLOSE enough to understand what really matters to them.
    • We measure success by THEIR outcomes, not just ours.
    • We protect their LEGACY as carefully as our own reputation.
  4. 04

    Be fair and reasonable

    Act with integrity and balance the interests of all parties.

    • We treat every party’s interests as LEGITIMATE.
    • We explain the REASONING behind our decisions.
    • We say the harder thing KINDLY, rather than avoid it.
    • We hold ourselves to the same STANDARD we expect of others.
    • We look for what’s FAIR to everyone, not just convenient for one side.
  5. 05

    Innovate with purpose

    Use technology and AI to scale the work, while people stay accountable for every outcome and own the relationship.

    • We use technology to remove effort, never ACCOUNTABILITY.
    • We keep a named OWNER on every outcome.
    • We TEST new ideas on a small scale before we trust them at scale.
    • We ask what a tool is FOR before we adopt it.
    • We stay CURIOUS about better ways of working, without losing the human touch.
  6. 06

    Create shared success

    Measure our success by the long-term success of the business and people we serve.

    • We STAY in the relationship long after the deal is done.
    • We check in on how things are GOING, not just how they closed.
    • We treat their long-term success as OURS.
    • We CELEBRATE milestones that happen well after we’ve moved on.
    • We measure ourselves by outcomes that take YEARS to show up.

04 Tone of voice

Professional but remain human

When writing, speaking or simply talking about Valloop, your words should reflect the essence of who we are: approachable, professional and empowering. Our tone of voice connects us to our audience and helps instill trust.

Write or speak with authority, but without arrogance. We are experts and our confidence should shine through with simple, direct language that avoids unnecessary jargon.

“This highly complex solution ensures multifaceted benefits”

06 Infinity loop

A continuous loop of value.

The infinity loop means a continuous loop of value that connects employees, businesses and communities.

  • Treat it as a standalone icon or a supporting design element, using our primary colour palette.
  • Avoid distorting, stretching or flipping the loop vertically.
Official Valloop infinity loop
White Valloop infinity loop
White PNG
Lavender Valloop infinity loop
Lavender PNG

07 Colour

Colour palette

Primary colours are the foundation of our brand. These should dominate visual materials, ensuring consistency and instant recognition. Tap any swatch to copy its value.

Primary palette

  • Use primary colours for logos, headers, backgrounds and core brand visuals.
  • Pair primary colours with secondary neutrals for clean, professional designs.
  • Avoid overwhelming designs with too many primary colours at once.
  • Never alter the hues or shades of primary colours outside the approved palette.

Secondary palette

Secondary colours are supporting actors. Use them to highlight content, add contrast and variety: accents, subheadings, graphs and illustrations.

08 Typography

Poppins first. Room for personality.

Primary font

Poppins

Poppins is our primary font. Use it first for everyday headings, body copy and marketing materials to keep the brand clear and consistent.

Alternative font

Helvetica

Use Helvetica when Poppins is unavailable. Poppins remains our first choice for all brand communications.

Click the text box to type your own words.

09 Imagery

Real people. Real work.

We’ve moved away from imagery to keep our brand clean and consistent. When imagery is needed, aim to show employees in real working environments across a wide range of sectors, so everyone can see themselves as part of the Valloop journey.

Construction worker on site
Warehouse team at work
Employee in a working environment

Look for

Honest, grounded, human-centric moments. People at work, absorbed in what they do, across every sector.

Steer clear of

Staged, overly polished imagery: people looking directly at the camera, overly smiling or in staged poses - folding their arms, for example.

10 Partner marketing

Extend the reach. Keep the identity.

Partners play a vital role in extending the reach and impact of the Valloop brand. Our brand should always reflect professionalism, accessibility and empowerment, resonating with SMEs and their employees while staying true to our core values.

“In partnership with Valloop”“Powered by Valloop”The only agreed partnership phrases.
  1. 01Always use official Valloop logos, colours and fonts as provided in our brand kit.
  2. 02Ensure our logo is displayed with adequate spacing and in the correct proportions.
  3. 03Stick to our approved colour palette to align with our brand identity.
  4. 04Reflect our tone of voice: clear, confident, approachable and empowering. Speak directly to the needs of SMEs and employees, emphasising the benefits of employee ownership.
  5. 05Showcase the Valloop brand in contexts that align with our mission, such as SME business selling solutions, educational content about employee ownership or success stories.
  6. 06Avoid unrelated or inconsistent messaging. Examples of prohibited sectors include gambling, adult entertainment, tobacco and weapons. This list is illustrative, not exhaustive. Proposed partnerships are considered individually and must be checked with compliance.
  7. 07Use our brand consistently across all digital platforms. When linking to Valloop, ensure the content is accurate, up-to-date, sourced and reflecting our current initiatives and messaging.
  8. 08Clearly indicate the nature of your partnership with Valloop. Avoid misrepresenting or overstating your association with us.

11 Speaking & PR

On stage, on brand.

When speaking or engaging in public relations or media opportunities on behalf of Valloop, it’s essential to ensure your words and actions align with our brand values, tone and mission.

Step 1

Before

  • Always check with our marketing team before agreeing to any opportunity, and share all details.
  • Research the event, platform or publication to check the company is authentic and not associated with any of our prohibited sectors.
  • Understand the audience's reason for attendance to help you create your key messages, main focus and clear call to action.

Step 2

Prepare

  • Familiarise yourself with our mission, values and offering to speak authentically.
  • Review our tone of voice to ensure your communication is on-brand, approachable and empowering.
  • Request marketing materials, talking points or branding assets at least four weeks in advance, if possible.

Step 3

On stage

  • Use simple, jargon-free language and relaxed terminology, but not too much slang.
  • Share real examples and relatable stories to bring your opportunity to life.
  • Avoid sharing sensitive business information or proprietary strategies without prior approval.
  • Emphasise your role as a partner, not just a service provider.

Step 4

Always check with compliance.

12 Downloads

Everything you need.

Questions, or need something else?

Our marketing team is happy to help with assets, approvals and speaking requests.

[email protected]