Seems the Ultipanel was designed for Ultimaker not a RAMPS 1.4 board. However the smaller dimension compared to the RepRapDiscount LCD allows it to be used in a tighter space, though this is not significant in most cases.
That said, in my case I need to use the Ultipanel (read: I found a sweet case that I want to use). I thought setting it up in Marlin would be straightforward, however if I used the #define Ultipanel, the display would beep and flash, and I think the code was intended for Ultimaker electronics.
How I got it (mostly) working: defining it as a RepRapDiscount controller got me halfway there. What I needed to do was disable KILL_PIN, otherwise the message 'KILLED' would be displayed at startup. What is now not working, is that it doesn't react when an SD card is inserted. I tested the same firmware with a RepRapDiscount, and in that case it does see an SD card inserted. So there obviously are some variables in Marlin that needs redefining. I'm just not sure which ones.