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Brand Guidelines
General Logistic
Design System
Color palette, typography, voice guidelines, and logo usage reference for consistent brand expression.
Identity
Logo
Clear space
Maintain minimum clear space equal to the height of the “G” in General around all sides.
Minimum size
Print: 25mm width minimum. Digital: 120px width minimum.
Backgrounds
Use on white, light neutral (#F5F4F8), or brand indigo with reversed logo.
Palette
Colors
Brand Red
#CB2128Buttons, links, CTAs
Red Dark
#84171AHover states, emphasis
Brand Indigo
#292663Dark backgrounds, headings
Indigo Dark
#1A1842Deepest backgrounds
Background
#F5F4F8Page backgrounds
Success
#61CE70Confirmations
Neutral text scale
Primary
#292663Secondary
#4A477AMuted
#7673A0Border
#E0DFE8Type
Typography
Inter
Weights: 400, 500, 600, 700
Body text, UI elements, navigation, buttons
Source Serif 4
Weights: 400, 600, 700
Headlines, titles, pull quotes, emphasis
IBM Plex Mono
Weights: 400, 500
Code, technical data, tracking numbers
heading-xlHero headlines, page titles
heading-lgSection titles, major headings
heading-mdSubsection titles, card headings
heading-smSmall headings, list titles
body-lgLead paragraphs, important body text
body-mdStandard body text, descriptions
overlineSection labels, categories
Language
Voice & Tone
professional
Competent and knowledgeable without being stuffy
Our team coordinates complex multi-modal shipments daily.
We handle temperature-controlled logistics with precision.
approachable
Warm and helpful, not corporate-speak
Have questions? We are here to help.
Let us find the right solution for your needs.
solution Oriented
Focus on outcomes and customer benefits
Get your products to market faster.
Reduce storage costs with flexible warehousing.
partnership Focused
"We work with you" not "we sell to you"
Together, we will build a logistics plan that works.
Your success is how we measure ours.
Preferred words
partnersolutionsreliableefficientspecializedtailoredseamlessstreamlineddedicatedflexible
Avoid
leverageutilizesynergybest-in-classworld-classcutting-edgedisruptivegame-changingrevolutionaryindustry-leading
Key messages
Your logistics partner
Specialized solutions for complex challengesReliable. Efficient. Professional.From warehouse to destination