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 — 3.29:1 at badge size |
| Blue #1A4BFF as text on #0D0D0D / #141414 / #1C1C1C | 3.23 / 3.07 / 2.84:1 | ✕ NEVER — use #5C7CFF |
| #5C7CFF as text on #0D0D0D / #141414 / #1C1C1C | 5.35 / 5.07 / 4.69:1 | ✓ Body-safe everywhere |
| #888888 on #0D0D0D | 5.5:1 | ✓ Body-safe |
| #888888 on a 6% white wash over #141414 | 4.48:1 | ✕ Misses by 0.02 — sit pills on solid #1C1C1C |
| #777777 on #0D0D0D | 4.3:1 | △ Fails AA — decorative labels only |
| #555555 on #0D0D0D | 2.8:1 | ✕ Below even the large-text floor |
#1A4BFF; blue that reads as words is #5C7CFF — one accent expressed twice, never a third.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.
Icons
The specification
| Property | Value |
|---|---|
| Grid | 24 × 24 viewBox |
| Stroke | 2px — locked. Never thicken to imply emphasis. |
| Fill | none. Icons are line art, not solids. |
| Sizes | 16px inline · 20px in buttons and table rows · 24px in nav and headers |
| Corners | Lucide's default round caps and joins — do not square them off |
| Colour | Inherits text colour. #5C7CFF for active or accent at 16px and below; #1A4BFF only at 24px and up. |
| Source | lucide-static v1.31.0 |
Drawn in this style
The four app glyphs, left to right: nested squares, hub and spokes, bars, headset. These use square caps because they are brand marks, not interface icons — Lucide icons keep their round caps. Different jobs; don't reconcile them.
The curated set
A curated set of 35 icons is packaged as UME-Icons-Lucide.zip in the
shared Drive brand kit, with the ISC licence alongside it. Pull from that set before reaching into
the full Lucide library, so the same concept always gets the same glyph across the portal, the
staff hub and the ops board.
Navigation & chrome
Actions
Logistics — the ones that carry meaning
Status — always with a word beside them
Size specimen
/Icons/LICENSE-lucide.txt. Keep it with the asset folder.u mark inside a button or use it as a utility glyph — it means one thing,
UME, and spending it as decoration dilutes it · let an icon carry state on its own,
always pair it with a word.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