Brand colours · Logistics
Brand colours for logistics startups
A ready-to-use palette for a logistics brand, tested for contrast and shown on a real app screen, pitch deck and business card. Copy the hex codes, or use it to see what good looks like before you choose your own.
Meet the sample brand
To show the palette working, we built it for a fictional logistics company.
How it should feel
Logistics brands lean on the same red and yellow. On a road full of vans, you need contrast, not more of the same. So Kooch goes a different way, using route orange as its signature and lane blue for the moments that matter.
Fonts: Barlow for headings, Barlow for body text.
The palette
Four colours, each with one job. Click any swatch to copy its hex code.
Route Orange
#F2711C · RGB 242, 113, 28High-visibility orange that reads from far away on a van or a jacket.
Lane Blue
#1F4E79 · RGB 31, 78, 121A dependable blue for tracking and data.
Asphalt
#1A1C1F · RGB 26, 28, 31Road-dark grey for tracking screens.
Label
#F5F5F2 · RGB 245, 245, 242Clean shipping-label white.
A good split: mostly light, dark for text, primary for key moments, accent sparingly.
The palette in use
Colours only prove themselves on real things. Here it is on the three places a logistics startup shows up first.
App screen
Pitch deck slide
Business card, front and back
Contrast check
Text must stay readable. We checked each pairing against the WCAG standard, where 4.5 to 1 passes for body text.
| Use | Sample | Ratio | Result |
|---|---|---|---|
| Body text | Aa Kooch | 15.6 : 1 | Pass AA |
| Text on primary | Aa Kooch | 6.4 : 1 | Pass AA |
| Accent on dark | Aa Kooch | 2.0 : 1 | Avoid for text |
| Primary on light | Aa Kooch | 2.7 : 1 | Avoid for text |
| Light on dark | Aa Kooch | 15.6 : 1 | Pass AA |
What to know about colour in logistics
The palette is only a start. These are the traps we see most in this industry.
What the category already owns
Logistics brands lean on the same red and yellow. On a road full of vans, you need contrast, not more of the same.
Avoid
- Light colours that disappear on dirty vehicles.
- Thin text colours that fail on outdoor signage.
Paint your palette on a van mockup and a shipping label. Logistics colours work on vehicles, uniforms and boxes before screens.
Choose your own in four steps
Use the sample as a reference, then make it yours.
Write your positioning
Colour follows strategy. Know who you serve and how you want them to feel first.
Map the competition
Screenshot five logistics competitors and note the colours they own. Pick a lane nobody holds.
Build four colours
A primary, an accent, a dark and a light. Check contrast before anything else.
Test it on real things
Your app, a deck slide and the place customers meet you offline. Fix what fails.
Questions
What are good brand colours for a logistics startup?
Start from a primary that the category does not already own. Logistics brands lean on the same red and yellow. On a road full of vans, you need contrast, not more of the same. The sample palette here uses Route Orange (#F2711C) as the primary with Lane Blue (#1F4E79) as the accent.
How many colours should a startup brand have?
Four is enough: a primary, an accent, a dark for text and a light for backgrounds. Use them roughly 60, 30 and 10 percent, with the accent the smallest share.
Can I use this palette for my own brand?
Yes, it is free to use as a starting point. Change at least the primary so it fits your positioning and stands apart from your competitors.
How does Astitva choose brand colours?
Astitva writes your brand strategy from a short brief, suggests a palette that fits it, checks the text contrast and then uses the same colours across your logo, brand book and pitch deck.
More for logistics founders
Every guide for this industry, in one place.
Get a palette made for your startup
Astitva writes your brand strategy from a short brief, picks colours that fit it, checks contrast, and uses them across your logo, brand book and pitch deck.
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