The Brand
UME 3PL is a founder-run warehousing, fulfilment and freight business in Brisbane, Australia. Freight from 2016, 3PL from 2022. The people who own it run it.
The promise: "SAME-DAY OR NOTHING." Same-day dispatch is the standard, not an upsell.
The look, in one sentence
A fashion editorial that happens to move freight — bold typography, heavy black-and-white, industrial technical labelling, one sharp hit of colour. References: Bigface (editorial type, full-bleed colour) and Virgil Abloh / Off-White (quotation marks, monospace annotations, FOR tags).
Voice
- "Same-day dispatch. That's the standard."
- "A real person reads it and works out what you actually need."
- Short sentences. Plain words. Say the thing and stop.
- "We are passionate about world-class logistics solutions."
- "Leveraging cutting-edge tech to seamlessly optimise…"
- Anything cute, corporate, or apologetic.
App Logos — the product suite
Four products, one system. The ume wordmark is never redrawn or recoloured — each app is told apart only by a small monoline glyph in brand blue and its mono‑caps descriptor. Lockup style is the divider form: glyph ume | DESCRIPTOR.
Horizontal lockups
Dark‑background files above (-nav.svg). Matching light‑background versions (-light-bg.svg) use near‑black me for white UI and documents.
App icons & profile avatar
Favicons pair the blue u‑mark with the app glyph on a sharp square tile (0 radius). The UME | SUPPORT avatar (far right) is the ume + SUPPORT wordmark in a full pill (9999px) — SUPPORT reads down to ~56px; below that the clean u‑mark stands in.
u. Never put a lockup on orange. Icons stay square; avatars stay pill. One app glyph per lockup.Colour
Brand
Dark surfaces (screens)
Status — application UI only
#FF2D55 is deliberately pushed pink so it can never be confused with brand orange #FF6B00. Orange means "click me." Red means "something's wrong." Swap them and people will click your error states.Contrast — hard limits
| Combination | Ratio | Verdict |
|---|---|---|
| Black on orange #FF6B00 | 7.4:1 | ✓ Always this way |
| White on orange #FF6B00 | 2.9:1 | ✕ NEVER |
| Black on yellow #FFE600 | 16.6:1 | ✓ |
| White on yellow #FFE600 | 1.3:1 | ✕ NEVER |
| White on blue #1A4BFF | 6.0:1 | ✓ |
| Black on blue #1A4BFF | 3.5:1 | △ Large display type only |
| #888888 on #0D0D0D | 5.5:1 | ✓ Body-safe |
| #777777 on #0D0D0D | 4.3:1 | △ Fails AA — decorative labels only |
Typography
Two typefaces. That's the whole system. Inter for everything a human wrote. JetBrains Mono for everything a machine generated — order numbers, SKUs, tracking IDs, dates, figures.
or nothing.
This is the signature move. It is the UME look. Use once per page, twice at most in a long document.
Document scale (A4 / PDF)
| Element | Size | Font |
|---|---|---|
| Document title | 24pt | Inter 900, UPPERCASE, -0.03em |
| Section H1 | 16pt | Inter 700 |
| Section H2 | 13pt | Inter 700 |
| Sub-head H3 | 11pt | Inter 600 |
| Body | 10.5pt | Inter 400, leading 1.5 |
| Label | 8pt | JetBrains Mono, caps, 0.12em |
| Figures | 9.5pt | JetBrains Mono, tabular |
Application scale (portal / staff hub)
| Element | Size | Font |
|---|---|---|
| Page title | 28px | Inter 700, -0.02em |
| Section head | 20px | Inter 700 |
| Card title | 16px | Inter 600 |
| Body (app default) | 14px | Inter 400, leading 1.5 |
| Label | 11px | JetBrains Mono, caps, 0.12em |
| Data / IDs | 13px | JetBrains Mono |
Fallbacks when Inter isn't available: Inter, "Helvetica Neue", Helvetica, Arial, sans-serif and "JetBrains Mono", "SF Mono", Consolas, "Courier New", monospace. Never substitute a serif, Calibri, or Times.
Max 3 weights per view · body max 65 characters per line · never centre body text · tabular figures in every column of numbers.
The Abloh Labelling System
The most distinctive layer of the brand — and the easiest to ruin by overusing.
Receiving
How much to use
| Surface | Allowance |
|---|---|
| Marketing site | Every section carries one |
| Portal / staff hub | One eyebrow strip per page. Never per card or row. |
| Document cover | Eyebrow + one quoted phrase + mono metadata |
| Document interior | One eyebrow in the header. That's it. |
| Tables, body, lists | None |
Quoted phrases use straight double quotes and are three words maximum: "SAME-DAY" "NO RUNAROUND"
Shape & Space
The shape lock — square or pill, nothing between
radius 0
✓ containers
9999px
✓ buttons
✕ NEVER
If it holds content, it's square. If it's an interactive nub — button, badge, status pill, avatar, toggle — it's a full oval. A 4px or 8px radius is the exact generic middle ground the brand exists to avoid.
Spacing
Everything is a multiple of 4: 4 · 8 · 12 · 16 · 24 · 32 · 48 · 64 · 96. No arbitrary values. Generous whitespace is a design element — resist filling the page.
Elevation
No drop shadows on dark surfaces. Depth comes from surface colour (#0D0D0D → #141414 → #1C1C1C) plus a hairline border. On light/print surfaces a shadow is permitted, but tinted — never pure black.
Components
Buttons
One orange primary per view. Label max 3 words, must never wrap. Active state scale(0.97). Disabled 40% opacity.
Status pills — always colour plus a word
Tables — the portal's core surface
Header 11px mono caps, sticky. Rows 44px (comfortable) or 36px (compact). Hairline rules — no zebra striping, no vertical gridlines. Numbers right-aligned and monospaced. IDs and SKUs in JetBrains Mono.
Required states — every data surface, no exceptions
- Loading — skeleton blocks shaped like the final layout. Never a centred spinner.
- Empty — explain what goes here and how to add it.
- Error — plain language: what happened, what to do next.
- Success — confirm the action and the result.
- Stale — if data is cached or syncing, say so with a timestamp.
Motion
Easing cubic-bezier(0.23, 1, 0.32, 1). Hover 160–200ms · entrance 300–500ms · drawers 300ms.
In apps, motion is functional only — no scroll-triggered reveals. An operator opening the same screen 40 times a day doesn't want a performance. Always honour prefers-reduced-motion.
Documents & PDFs
| Setting | Value |
|---|---|
| Size | A4 — 210 × 297mm |
| Margins | 20mm all sides (25mm bottom with footer) |
| Background | #FFFFFF |
| Body ink | #0A0A0A (never pure #000) |
| Secondary ink | #555555 |
| Rules / borders | #DDDDDD |
The signature element
Title in Inter 900 UPPERCASE, with a 3px #1A4BFF bar, 40mm wide, directly beneath. That one bar makes a page unmistakably UME. Use it on every document.
Header & footer
Header: logo top-left ~12mm wide; optional doc type top-right in 8pt mono caps (PROPOSAL, SOP, RATE SCHEDULE); 1px rule beneath.
Footer: UME 3PL · ABN 59 626 756 625 · Brisbane, QLD left, Page X of Y right — both 8pt mono, #555555.
Charts
Primary series blue; additional series in greyscale steps. One orange data point — the one that makes the argument. No 3D, no shadows, no gradients, no pie charts over 4 slices. Horizontal gridlines only. Chart titles state the takeaway, not the topic.
Copy Rules
Banned outright
| Never write | Write instead |
|---|---|
| "owner-operated" | "founder-run" / "the people who own it run it" |
| "Welcome to…", "Your trusted partner…", "We are passionate about…" | Say what we actually do |
| "solutions", "seamless", "world-class", "leverage", "synergy" | Plain words |
| Any suburb name | "Brisbane" |
| Names of software products we use | "our WMS", "live tracking", "our systems" |
| Lorem ipsum | Real copy, or [COPY NEEDED] |
The only facts you may state
- Location: Brisbane, QLD. Serves all of Australia. Street address is never published.
- Contact: 0431 449 965 · sameday@ume3pl.com.au
- ABN: 59 626 756 625
- Carriers: Australia Post, DHL, Aramex, Team Global Express (TGE). Never TNT.
- Integrations: 20+ platforms · Terms: no lock-in contracts, no minimums
- History: freight 2016, 3PL 2022
- People: Cory Wittleton (Founder & MD), Vincent Mann (Technical Operations Manager)
[NEEDS INPUT].Australian English throughout: fulfilment, organise, centre, recognised, specialise.
Never Do This
- White text on orange or yellow
- Orange for a warning or error
- More than one orange element per page
- A serif, Calibri, or Arial as primary
- More than 3 font weights at once
- Colour as the only signal for a state
- Dark backgrounds on interior doc pages
- 4px or 8px rounded corners
- Drop shadows on dark surfaces
- Centred body paragraphs
- Abloh labels on every element
- Stock photos, clipart, emoji, gradient blobs