Via Logistics Global Identity Standards
Precision logistics demands unyielding visual clarity. This brand system governs all physical fleet, executive collateral, apparel, and digital touchpoints across North American and global operations.
Color Architecture
Approved brand palette and luminance harmony rules
VLG Primary Purple
Primary AccentUsed for primary brand hero accents, inverse brand backgrounds, and key call-to-actions.
Slate Grey (Light Mode)
Approved TextMandatory typography color on white, light grey, or parchment business documents. Never use pure black or navy.
Fleet Pure White
Dark SurfaceUsed for high-visibility livery on black logistics vans, dark fleet apparel, and #93069E inverse surfaces.
Deck Violet
SecondarySecondary support color for deep gradient falloffs, digital deck backgrounds, and borders.
Fleet Pitch Black
Base SurfacePrimary background for high-roof commercial fleet vehicles and luxury dark mode collateral.
3D Purple Ribbon Emblem • Precision Color Gradient Spectrum
Typography Hierarchy
Distinct roles for bespoke wordmark, display tagline, and operational copy
Custom-crafted geometric stencil letterforms. Never substitute with standard font glyphs (such as Arial, Microgramma, or Helvetica). Always rendered from the official vector stencil.
Used exclusively in ALL CAPS with generous letter-tracking (0.28em standard) for company taglines, full entity name, and high-impact logistics headers.
The global supply chain requires rapid execution, end-to-end transparency, and zero downtime.
Clean, contemporary geometric sans-serif for formal freight documentation, invoices, rate quotes, and contracts.
Proportion & Clear-Space Architecture
Mathematical ratios preventing crowding and ensuring optical balance
Stacked / Vertical Lockup (Default)
100% Emblem Width
Wordmark width: 40%–45% of emblem
Critical Rule: Stacked lockup wordmark width is 40%–45% of the ribbon emblem width (default 42%: 117.6px wordmark on the 280px master emblem) to preserve emblem dominance.
Horizontal / Landscape Lockup
100% Height
Wordmark height: 42% of emblem
Critical Rule: Horizontal lockup wordmark height is 42% of the ribbon emblem height (46.2px wordmark on the 110px master emblem) for balanced side-by-side alignment.
Brand Guardrails & Prohibited Violations
Strict corporate prohibitions protecting brand equity and visual integrity
Zero Navy Blue or Unapproved Tones
Never set the wordmark or tagline in Navy Blue, royal blue, or unapproved colors. Only Slate Grey (#4A4E5A), Pure White (#FFFFFF), or Brand Purple (#93069E) are authorized.
No Crowding the Ribbon Loop
Never tuck the VLG wordmark tight against the bottom loop of the 3D ribbon. Always maintain at least 20px–28px optical breathing room.
No Distortion or Stretching
Never stretch, condense, skew, or alter the aspect ratio of the custom VLG wordmark or the 3D ribbon emblem under any circumstance.
No Unapproved Dark Plum #35043B
Do not use outdated dark plum (#35043B) backgrounds. Dark fleet applications must use Pitch Black (#0A0A0C) and inverse brand backgrounds must use #93069E.
No Drop Shadows or Outer Glows
Do not apply cheap Photoshop drop shadows, bevels, or outer neon glows to the wordmark or emblem. The 3D ribbon already contains internal dimensional shading.
No Unapproved Tagline Typefaces
Taglines and secondary slogans must strictly be rendered in the bundled official Michroma WOFF2 in uppercase with proper letter-tracking (0.28em). Do not use Arial or Times.