Manifest Freight Co — brand and marketing guide
Source review: 22 September 2026. This guide records the current website identity. Production recommendations below are guidance for new collateral, not evidence of existing approved campaign artwork.
Brand essentials
Name: Manifest Freight Co. Short name: MFC, after the full name has been introduced. Keep the supplied logo lettering intact; do not typeset a replacement wordmark.
Descriptor: Canadian pallet freight marketplace.
Positioning: Manifest Freight Co connects Canadian shippers and regional carriers from quote and award through dispatch, delivery, and proof.
Audience: shippers moving non-hazardous pallet freight on enabled domestic Canadian lanes; regional carriers evaluating freight, bidding, and coordinating delivery.
Voice: clear, practical, calm, and specific. Use plain verbs, sentence case, Canadian spelling, and concrete next actions. Write “Post freight”, “Compare carrier bids”, and “Track every handoff”. Use CAD for money and make currency explicit when context is ambiguous.
Keep claims accurate: organization approval precedes live freight; lane availability and commercial terms must be confirmed. Do not promise national carrier coverage, guaranteed savings, published transaction rates, instant access, or background driver tracking. Label sample product views and illustrative shipments. Check current product and commercial facts before publishing a campaign.
Logos
Use the two original transparent PNG files included in this kit:
- manifest-freight-logo.png: full lockup, 2015 × 640 px; original ratio 3.1484:1. Used by the website in a 154 × 49 px box.
- manifest-freight-mark.png: compact symbol, 670 × 520 px; original ratio 1.2885:1. Used by the website in a 34 × 30 px containment box; preserve the actual image ratio.
Recommended collateral rules: use the full lockup for first introductions and the mark only when the company name is already present. Reserve clear space of at least one-quarter of the image height on each side. Keep full lockups at least 154 px wide on screen; verify legibility at final output size. For print, aim for at least 300 pixels per inch at placed size: the full PNG supports about 6.72 inches (171 mm) in width, the mark about 2.23 inches (57 mm).
Place originals on light, quiet backgrounds, including a light panel on dark artwork. Do not recolour, stretch, rotate, crop, add effects, or reconstruct the lettering. No approved reversed, monochrome, or vector master is present in the site assets. Request original vector artwork for large-format signage. The PNG has tonal variation in its navy and teal; there is no separate flat logo-navy token. Do not treat a sampled pixel as an approved spot colour.
Core marketing palette
Use these web light-theme colours for new marketing material:
| Role | HEX | RGB |
|---|---|---|
| Brand teal / accents | #00A5A9 | 0, 165, 169 |
| Deep teal / text and actions | #007B83 | 0, 123, 131 |
| Slate / main text | #1F2D34 | 31, 45, 52 |
| Warm canvas / backgrounds | #F5F2E9 | 245, 242, 233 |
| Paper / content surfaces | #FFFDF8 | 255, 253, 248 |
| Soft teal / highlights | #D9F2F1 | 217, 242, 241 |
Recommended balance: let canvas and paper carry most of a layout, slate carry the words, and teal highlight the important action or detail. This is guidance, not a fixed percentage rule.
Use white text on deep teal, or slate text on warm canvas. Brand teal on white is not suitable for ordinary small text. Colour is never the only carrier of meaning: pair statuses with words or icons. The interactive guide calculates contrast from the actual HEX pairs.
All web and driver tokens, including dark themes, status colours, lines, map colours, transparency, shadows, radii, and font stacks, are included in tokens.json and palette.css. Driver tokens are a product-specific variant: do not silently substitute them for the marketing palette. Names containing “green” are historical CSS identifiers for the current teal colour.
The JSON additionally records fixed colour values outside the theme tokens, including component hover colours, selection highlights, overlays, and the camera background. These are reference values for reproducing existing interfaces, not additional primary brand colours.
Digital values are sRGB. No approved CMYK or Pantone equivalents are defined in the site. Have the print supplier convert using the actual press/paper ICC profile and approve a physical proof; do not invent a spot-colour match.
Typography
- Space Grotesk: headings and display. Website weights 500, 600, 700. Default marketing headings use 600. https://fonts.google.com/specimen/Space+Grotesk
- Inter: paragraphs, navigation, buttons, supporting text. Website weights 400, 500, 600, 700. Body copy uses 400; buttons 600. https://fonts.google.com/specimen/Inter
- IBM Plex Mono: references, measurements, amounts, compact operational data. Website weights 400, 500; the standalone driver shell additionally imports 600. https://fonts.google.com/specimen/IBM+Plex+Mono
Use the official font downloads for desktop design tools and retain their licences when redistributing. Website WOFF files are not desktop font installers. The logo is supplied artwork, not a Space Grotesk wordmark.
Existing website scale: home marketing hero 47–72 px with 0.97 line height and -0.065em letter spacing (mobile reaches 42 px with -0.055em spacing; role-page overrides apply); section headings 31–46 px with 1.04 line height; lead paragraphs 17 px with 1.65 line height; section paragraphs 15 px with 1.65 line height; app headings 24–30 px; app body baseline 14 px. Compact product labels can be smaller and should not be copied unchanged into marketing material.
Recommended collateral starting points: headings 48–72 px, subheadings 28–40 px, body 16–18 px, captions 12–14 px. Keep paragraphs comfortably short (about 45–75 characters per line), one dominant headline, and one clear next action. Scale for viewing distance; pixel values are digital starting points, not print point sizes.
Shape, spacing, icons, imagery
Website geometry: 10 px button corners; 14 px web cards; 16 px driver cards; 18 px illustrated shipment panels; rounded status pills. Thin neutral borders and restrained shadows create hierarchy. Typical marketing content width is 1180 px. Existing spacing varies; for new collateral use an 8 px base rhythm with 16, 24, 32, 48, and 64 px steps as a recommendation.
Icons: Lucide outline icons, usually 16–20 px in the web UI (some larger supporting icons); the standard stroke is 2 at a 24-unit viewBox. Retain a consistent optical size and stroke. Use freight-related subjects such as pallets, trucks, routes, location pins, and delivery documents. Lucide licences: https://lucide.dev/license
The current site is led by product illustrations, route lines, shipment cards, and restrained status chips; there is no established photography library in the public assets. Recommended commissioned/licensed imagery: real pallet freight, regional trucks, loading environments, and recognisable Canadian settings. Keep text off busy photos; secure image rights and consent. Do not imply a stock fleet belongs to MFC. Never publish customer addresses, rates, documents, driver locations, or private shipment records in marketing screenshots.
Application recipes (recommended)
Social / digital announcement: quiet warm background, full logo near the top, one Space Grotesk headline, short Inter support copy, one deep-teal action, optional sample product illustration. Keep important content inside platform-safe margins and check the current placement specification.
Sales one-pager: full lockup, audience-specific headline, three short benefits tied to current product behaviour, a clearly labelled sample workflow, one next action and manifestfreightco.com. Export with embedded fonts and confirm print colour with the supplier.
Presentation: full lockup on the opening/closing slides, mark with company name on interior slides, one message per slide, large type, generous margins, teal for emphasis.
Email: full logo on a light background, live text with a system sans-serif fallback where web fonts are unsupported, brief copy, one accessible action and descriptive alt text.
Handoff checklist
Use original logos and the core marketing palette. Install the three font families. Keep sample labels visible. Check contrast and final-size legibility. Confirm claims, currency, lanes, terms, and image rights. Export the format and resolution the recipient needs. For print, obtain a colour proof and a vector master when required.
Source and maintenance
Reviewed source coverage: marketing (home, shippers, carriers, pricing and tour), authentication and invitations, onboarding, shipper/carrier/operations workspaces, shipment creation/details/bidding, finance, notifications/settings, and the shared driver interface. Shared tokens and components establish the visual system across routes. This is a source/visual identity review, not a test of authenticated freight workflows.
Sources: apps/web/app/globals.css; apps/web/app/layout.tsx; apps/web/components/{brand,marketing,ui,app-shell,dashboard,auth,onboarding,shipment-wizard,shipment-detail,bid-form,finance,notifications,settings}.tsx; apps/driver/app/{globals.css,layout.tsx}; apps/driver/components; apps/web/public/manifest-freight-{logo,mark}.png.
To refresh exact token exports and the ZIP after a design change: node scripts/generate-brand-kit.mjs. To check that exports are current: node scripts/generate-brand-kit.mjs --check. Also review the prose, font imports, logo dimensions, and application examples whenever the identity changes.