v0.1 · Brand Guidelines
Shipping that thinks.
01
The Logo
The Shipium logo captures a world where shipments think — supply chains that are maximally optimized, resilient, and focused on customers. The symbol is constructed at an angle to frame a moment in time: shipments being analyzed, predicted, and orchestrated across the chain.
1.1Logo lockups
1.2Symbols
1.3Usage don'ts
Don't alter logo proportions—no stretching, squashing, or rotating.
Don't change the symbol colors or apply non-brand gradients.
Don't rearrange the symbol above or below the wordmark.
Don't use a different typeface for the wordmark.
Don't reduce the logo below the minimum clearspace.
Don't place the primary logo on low-contrast backgrounds.
02
Sub Brands
Sub brands compose the Orca Symbol with the letter mark. Always written in Sentence Case. Always compose the Orca Symbol with the letter mark.
Orca Analytics
AI-powered supply chain analytics combining robust data with machine learning models trained on over 350 million shipments.
Orca Explain
Conversational AI interface for natural-language supply chain insights and actionable recommendations.
2.1Orca symbols
2.2Orca logos
03
Voice & Tone
Shipium speaks with authority and precision. Technical but approachable. Data-driven. Clear and direct. Never salesy or hyperbolic.
3.1Brand voice traits
Authoritative
Speaks with credibility and deep domain knowledge
Precise
Data-driven, specific, and technically accurate
Confident
Clear, direct, and always taking the high road
3.2Never say
These words and phrases are off-limits in all brand communications:
best-in-class
revolutionary
game-changing
disrupt
automate everything
set it and forget it
magic / automagically
3.3Always frame as
| Instead of | Use |
|---|---|
| Best shipping platform | The system-of-record for shipping data |
| AI-powered shipping tool | Shipping AI platform |
| Fast shipping solution | Intelligent shipping infrastructure |
| Revolutionary logistics | Enterprise-grade supply chain optimization |
3.4Key messages
Shipping that thinks.
The system-of-record for shipping data within supply chains.
Leading AI and ML tech within shipping.
The most reliable tech infrastructure in shipping and logistics.
04
Colors
Mint forms the primary spectrum. Petrol is the secondary palette for backgrounds and text. Click any value chip to copy HEX, PMS, or CMYK to clipboard. All colors are specified for cross-media consistency.
4.1Mint — Primary
4.2Petrol — Secondary
4.3Extended palette
4.4Neutrals
4.5Color combinations & contrast
Every text-on-background combination is evaluated against WCAG 2.1 contrast standards. Use AAA pairs for body text, AA for headlines and large text, and avoid low-contrast pairs in functional contexts.
4.6Color usage rules
Each color family has a specific role. Mint drives interaction and brand presence. Petrol anchors layout and readability. Neutrals handle structure. Extended accents add dimension to data and highlights.
Mint family
Mint is the primary interactive and brand color. It drives all user interaction, navigation accents, and brand identity elements.
See the platform
Active
Shipped
Petrol family
Petrol anchors layout and readability. Headlines, body text, hero backgrounds, and light surfaces all use the Petrol scale.
Headlines & headings
Hero sections
Shipping that thinks.
Body text and descriptions always use Petrol-500.
Neutrals
Strictly for UI structure: borders, dividers, and secondary text. Never use neutrals for large brand compositions or backgrounds.
Primary body text
Placeholder text
Secondary body text
Extended & accents
Data visualization, status indicators, and the primary CTA button. Never use extended colors for brand identity or large surfaces.
Warning
Error
Get started
4.7Colors in context
Brand colors applied to real asset types. These mockups demonstrate proper color hierarchy, contrast pairing, and token usage across different media.
Petrol-950
Mint on Petrol-800
PRODUCT UPDATE
Carrier intelligence is now real-time
Shipium now processes carrier rate signals in under 200ms, giving your checkout the fastest delivery promise engine in the industry.
Mint-700 CTA
What changed
Our carrier selection model now ingests live tracking data from 140+ carriers. Combined with zone-skip optimization, this reduces average shipping cost by 12% while maintaining two-day delivery SLAs.
Read the full update
View documentation
Shipium, Inc. · Everett, WA · Unsubscribe
Newsletter
Email
Petrol-950 bg
Mint-500 label
Ship smarter.
Spend less.
Deliver faster.
Spend less.
Deliver faster.
The system-of-record for shipping data within supply chains.
CTA Blue btn
See the platform
Display ad
Advertising
Mint-700 category
ENGINEERING
How we reduced carrier selection latency by 84%
Alex Chen · Feb 12, 2026 · 8 min read
Petrol-500 body
The key insight was moving from batch processing to a streaming architecture that pre-computes carrier scores. Combined with our new zone-skip algorithm, we now serve predictions in 54ms median.
Engineering
Performance
Infrastructure
Blog post
Content
Hero banner
Web
05
Typography
Three font families compose the type system: PP Neue Montreal for headings, DM Sans for body and UI, and IBM Plex Mono for code and numbers. Good typography is critical to messaging and instills confidence.
5.1Type scale
PP Neue Montreal
Display and headline font — H1 through H4
H1
Shipping that thinks.
400 · 72/68px · 0.02em→ 48/52px
H2
Shipping that thinks.
400 · 42/46px · 0.02em→ 32/42px
H3
Shipping that thinks.
400 · 28/32px · 0.02em→ 24/28px
H4
Shipping that thinks.
400 · 24/26px · 0.02em→ 20/24px
DM Sans
Body, labels, UI elements, interactions, and buttons
H5
Supply chain intelligence
700 · 20/24px→ 18/28px
Lead
Shipium builds intelligent infrastructure for complex supply chains.
400 · 22/32px→ 20/28px
Body
We envision a world where shipments think, resulting in supply chains that are maximally optimized, resilient, and focused on customers.
400 · 16/25px→ 14/20px
Small
Trained on 350M+ shipments
400 · 13/16px · 0.02em→ 10/21px
Category
Case Studies
500 · 14/16px · 0.12em · uppercase
Small Caps
Enterprise shipping
400 · 10/14px · 0.09em · uppercase
Label
See the platform
500 · 15/18px→ 14/18px
Link
500 · 16/25px · hover: underline #2270E1→ 14/25px
Button
Secondary action
500 · 15/18px · pad 10/16px · border-radius 8px
IBM Plex Mono
Code, data values, and technical elements
Mono
{shipium-ai} · $25,110.50 · ship-opt-transit
400 · 14/20px
5.2Type tester
48px
5.3Type usage rules
Never use ALL CAPS for body copy. Reserve uppercase for labels only.
Never use exclamation marks in formal copy.
Always use sentence case for UI text and sub-brand names.
Avoid consumer-grade language. Be precise and technical.
06
Graphics & Patterns
The visual motif represents supply chain orchestration. Patterns built from modular blocks available in monochrome and color.
6.1Pattern row
Pattern Row — Color · Continuous marquee
6.2Full patterns
Full — Monochrome
Full — Color
07
Illustrations
Product illustrations represent Shipium's suite of supply chain solutions. Each illustration uses the brand's dark palette with accent highlights to convey data intelligence.
08
3D & Voxel Art
Isometric 3D and voxel cube artwork represent the physical supply chain layer and data intelligence. These assets convey orchestration, analysis, and AI processing across the chain.
09
Brand Images
Marketing materials, event assets, swag designs, and video frames that extend the brand identity across touchpoints. Each asset category serves a distinct purpose in the brand ecosystem.
9.1Swag & merchandise
Branded merchandise designs for events, employee kits, and partner gifts. Pattern and logo placements follow the brand grid system.
Swag collection — Hoodies, tees & accessories
9.2Video frames
Key frames from brand video content. The intro establishes the Shipium visual identity; the mid-frame transitions into the human story. Use these as templates for new video productions.
00:00 — Intro
00:15 — Mid
9.3Open Graph previews
These images appear when links are shared on social media, Slack, and messaging apps. They must convey the brand at a glance in small thumbnail format.
10
Icons
Extended library uses the IBM Carbon icons system. Outlined style, 1.5px stroke, consistent 24x24 grid. Search and click to copy SVG markup.
11
AI Rules
Structured brand rules for AI tools, Claude skills, and content pipelines. Select a section and format, then copy to clipboard.