Your logo
Upload it once and it sits above the question on every step, and on the loading overlay before the first question paints. A toggle hides it again if you would rather the form opened on the question alone.
FreeEvery design control is on the free plan
Form design that looks like you, not like us
Upload a logo, set five colors, pick any Google font, choose a corner radius and publish. Every form design control in Upform is free. The only thing Pro buys you is taking our badge off the bottom of the page.
Unlimited forms and responses on the free plan. Forever.
EditorDesign
Theme+ Save current
AaBold
Logo
Upload logo
Show logo
Background Image
Upload background
Colors
Primary#f97316
Background#1e1b4b
Text#ffffff
Button#f97316
Button text#ffffff
Card#312e81
TypographyFont family
Bricolage Grotesque
Border radius
16px
LayoutAlignment
Left
Progress bar styleDots
Display
Show progress bar
Show question numbers
3 →
Which package fits your launch?
You can change it on the kickoff call.
AStarter, one channel
BGrowth, three channels
CFull retainer
Next →press Enter ↵
The Design panel sits in the right column of the builder. The middle column is a 1:1 preview, so every change lands in front of you as you make it.
5
Color slots on every form
4
Theme presets, one click each
3
Progress bar styles
$0
What the design controls cost
The controls
Everything you can change
Nine controls, no CSS, no theme marketplace to buy from. This is the whole Design panel, and none of it is behind a plan.
A background image
Drop in a photograph or a texture and it fills the screen behind the form. Card and text colors stay separate controls, so you can keep the copy readable on top of a busy picture.
Five color slots
Primary, background, text, button and card each hold their own value. That is enough to match a brand exactly, and few enough that you can set all five in a minute.
Any Google font
Choose a family from the Google Fonts picker and the published form loads the real thing. Respondents read your typeface, not a fallback that happens to be the same width.
Corner radius
One control moves every corner at once: input fields, answer cards, buttons. Square reads editorial and serious, fully rounded reads friendly and consumer.
Left, center or right
The question and its answers align as one block. Center reads like a keynote slide, left reads like a document, and the mobile layout follows whichever you pick.
Bar, dots or percentage
Three ways to tell someone how much is left: a thin bar, a row of dots, or a plain number. On a three-question form, switch progress off and stop drawing attention to it.
Three toggles
Show logo, show progress and show question numbers each flip on their own. Turn all three off and the screen is one sentence and an answer, which is the whole point of a conversational form.
The loading overlay
A published form opens on a short branded overlay, about a second, while the font, logo and background arrive. Question one then paints fully styled instead of restyling itself in front of the respondent.
Presets
Four theme presets to start from
Most forms do not need a design system. They need to stop looking like a default. Pick a preset, change the two things that matter to you, publish.
Light
The default. A white card, dark text and your accent color on the button and the progress bar. The safest place to start for anything a stranger will open.
Dark
Inverted: dark ground, light text, a brighter accent doing the work. Good for launches, developer audiences, and forms embedded in a page that is already dark.
Minimal
Borders recede, the radius tightens and the palette goes close to monochrome. Nothing decorates the screen, so the question has to carry it on its own.
Bold
Heavier type, a stronger accent and more contrast between the answer cards and the ground. Built for a form that has to hold its own against a busy landing page.
A preset is a starting point, not a lock. Apply one, then change any single control on top of it. Nothing snaps back.
Saved themes
Save a theme once, reuse it forever
Getting a brand right takes twenty minutes. Doing it again on the next form takes twenty minutes you do not have. Save the theme instead and the next form starts branded, before you have written a question.
- Every control is captured: logo, background, all five colors, the font, the radius, the alignment, the progress style and the three toggles
- Saved themes are private to your account, so nothing is published to a gallery and nobody else can browse them
- Applying one is a single click from the Design panel on any new form
- Editing a theme later leaves existing forms alone, so nothing changes under a form that is already collecting responses
- Agencies keep one theme per client; teammates on Pro work in the same account and can apply any of them
Saved themes+ Save current
AaStudio (house style)
AaClient A (dark)
AaClient B (rounded)
AaEvent (bold)
Save current design as a theme
Why this is worth a section A saved theme is the difference between branding one form and branding every form you will ever send. It is the control people miss most when they move from a builder that does not have it.
3 →
Which service are you booking?
Pick one. Press A, B or C, or click.
A Brand identity
B Website design
C Packaging
Next →press Enter ↵
A single-choice question carrying a saved theme: your radius on the cards, your font on the question, your accent on the selected state.
The published form
What you design is what they open
There is no separate publish theme, no second set of settings and no stylesheet to keep in sync. The preview in the builder is the runtime, rendered at 1:1, so the form you approve is the form that goes out on the link.
- Desktop, tablet and mobile toggles in the preview, so you see the background image crop on a phone before anyone else does
- The same theme travels into the iframe embed, so a form inside your own page does not arrive in default styling
- All 21 question types inherit the theme, from a star rating to a file upload to the thank-you screen
- Change a color after launch, save, and the live link updates, while the URL and the responses already collected stay exactly where they are
Being straight with you
Removing the Upform badge
On the free plan a small Upform mark sits at the bottom of every published form. That is the one piece of the page you cannot restyle, and it is the honest trade for unlimited forms and unlimited responses at $0.
Everything else is already yours on the free plan: the logo at the top, the five colors, the font, the radius, the alignment, the progress style. A free-plan form is not a watermarked demo with a stripe across it. It is your form, with one line of small print underneath.
- Pro is $12 a month, a launch offer at half the $24 list price, and removing the badge is one of the four things it adds
- The check runs server-side when the form renders, not in the browser, so it is not something an extension or a CSS override can fake
- It applies to the whole account at once: every form you have published, and every one you publish afterwards
- Online checkout is not live yet, so you email hello@upform.com and we set the account up by hand, usually the same day
What a white label form builder usually means, and what it means here Pro takes the maker's mark off the form. It does not put the form on your own domain. Published forms live on an upform.com link today, or inside an embed on your site, which keeps your domain in the address bar. If a custom domain is a hard requirement, say so before you build. The full plan breakdown is on the pricing page, and the free Typeform alternative comparison covers where other builders put the same line.
Fonts
Google fonts load on the form, not in the builder
A picker that downloads every family the moment you open it makes the editor slow for everyone, including the people who never change the font. Upform loads type where it is actually read.
In the builder
The picker lists family names and you choose one. The Design panel does not pull down hundreds of font files to render a dropdown, so it opens instantly even on a slow connection.
On the published form
Your chosen family is requested once, while the branded loading overlay is up. By the time the first question paints, the typeface is already in place and nothing reflows under the respondent.
If the network is slow
The form falls back to a system sans-serif for the moment it takes, then swaps. Nobody is left looking at a blank screen waiting for a font to arrive.
Which font to pick is a separate question Type size, line length and contrast do more for completion than the family name does. Our guide to form design best practices covers all three, including the contrast your text needs to stay readable once a background image is behind it, and form analytics will tell you whether the change helped.
Frequently asked questions
Can I remove the Upform branding from my form?
Yes, on Pro. A small Upform mark sits at the bottom of forms on the free plan, and Pro removes it for $12 a month. The check runs server-side when the form renders, so it applies to every form on the account at once. Online checkout is not live yet, so you email hello@upform.com with the subject Upform Pro upgrade request, and we set the account up by hand, usually the same day.
Is form design free on the Upform free plan?
Yes. Logo upload, background image, all five color slots, the Google font picker, border radius, alignment, progress bar style, the three display toggles, the four theme presets and saved themes are all on the $0 plan. The only design-related thing Pro adds is removing the Upform badge. Nothing else on this page is gated.
Can I upload my own brand font instead of a Google font?
Not today. The font picker is limited to the Google Fonts library, so a licensed brand typeface cannot be uploaded. Most brand fonts have a close Google equivalent, and the rest of the theme does more of the work than people expect: your logo, your five colors and your corner radius carry most of the recognition.
Can I reuse the same design across several forms?
Yes. Set the design once, save it as a theme, and apply it to a new form in one click before you have written a single question. Saved themes are private to your account and capture every control, including the logo and the three toggles. Editing a theme later does not rewrite forms that already use it.
Does the background image work on mobile?
Yes. The background fills the screen behind the form on phones as well as desktop, and the published runtime switches to full-width answer targets with a sticky back and next bar at the bottom. Check it before you publish: the builder's preview column toggles between desktop, tablet and mobile at 1:1.
Can I change the design after a form is published?
Yes, and the public link does not change. Design settings save with the rest of the form, so a form that is already collecting responses picks up the new colors, font or radius as soon as you save. Saves are manual and the builder warns you about unsaved changes, so nothing reaches respondents before you are ready.
Get started
Brand the form before you write the questions
Logo, five colors, any Google font, your radius and your progress style are free on every plan, saved once and reused on every form after it.
No credit card. Unlimited forms and responses on the free plan.