Brand Guidelines
Introduction
A brand is the story, voice, and personality that defines who we are and how we serve our customers. Revenova’s brand expresses innovation, reliability, and connection — simplifying logistics operations through technology and collaboration. This guide ensures Revenova’s brand is presented consistently in every channel. It defines our visual identity, tone, and messaging so that all communications reflect the same confidence, professionalism, and innovative creativity. Use this guide as your single source of truth for all Revenova communications and design assets. It provides direction for visual design, brand voice, marketing materials, and digital presence.
Brand Strategy
Vision: To transform transportation management by connecting people, processes, and data through a single-pane-of-glass platform.
Mission: To deliver superior and affordable SaaS based technology tools to the logistics industry through innovation and collaboration with our stakeholder customers, employees, partners, and investors.
Positioning: Revenova is Redefining Transportation Management through the power of AI and CRM.
Personality: Innovative, Reliable, Collaborative, Strategic.
Design: Our brand design visually communicates the innovation and trustworthiness of the Revenova platform. It blends enterprise technology aesthetics with a clean, approachable tone.
Brand Story
Character: Revenova serves logistics leaders — freight brokers, carriers, and shippers — who want modern tools to manage complex transportation networks and deliver superior service.
Problem: The logistics industry is fragmented by disconnected systems, manual workflows, and limited visibility. These inefficiencies slow down operations and increase costs.
Solution: Revenova understands these challenges. Built on Salesforce, we unify the TMS, CRM, and AI to connect every team and process in one ecosystem.
Plan: Simplify systems and workflows, automate processes, and accelerate decision-making with AI and analytics.
Success: Customers gain visibility, scalability, and productivity across all shipments and stakeholders.
Failure: Disconnected systems and manual processes persist, creating missed opportunities and higher costs.
Logo
The Revenova logo combines modern typography with forward motion — symbolizing speed, connection, and collaboration in logistics.
Logo Fonts: Serpentine Bold Oblique and Pirulen.
Usage Rules: Maintain clear space equal to the height of the ‘R’. Minimum size: 1 inch (print) / 120px (digital). Never stretch, alter, or recolor the logo. Do not use Serpentine Bold Oblique in any context outside the logo.
Logo differences: The logo with “TMS” is strictly meant for product-based documents and presentations. All other materials should use the company logo in the appropriate color scheme.
Color Palette
Primary Colors:
Revenova Blue (#0072bc): Core brand color — modern, confident, trustworthy.
Deep Blue (#002f67): Used for depth, headers, and backgrounds.
Light Blue (#9dc2e6): Used as a third contrast color.
Accent & Support Colors:
Bright Red (#ff5951): Accent color for calls-to-action and highlights.
Light Background (#f8fcfe): Clean base for digital and print.
Usage Notes: Blue dominates primary elements (headers, navigation, graphics). Red is for emphasis and CTAs. Maintain strong color contrast for accessibility.
Typography
Primary Font Family: Albert Sans
Used for both print and digital: clean, modern, highly legible.
Headings: Albert Sans Bold
Subheadings: Albert Sans Medium
Body Text: Albert Sans Regular
Special Cases or Graphics: Albert Sans Light or Extra Light/Thin
Line Height: 140%
Logo Fonts: Serpentine Bold Oblique and Pirulen (reserved exclusively for Revenova’s logo)
Fallback fonts: Arial, Helvetica, or other sans-serif system fonts if absolutely necessary.
If needing the font family files, contact marketing@revenova.com
Imagery
Style: Clean, professional, people-centric, and technology-forward.
Subjects: Artimus, Users/People, Freight operations, teamwork, AI dashboards, supply chain connectivity.
Avoid: Overused stock imagery, low-light photos, overly staged shots.
In-app Icons: Simple, flat design with minimal gradients.
Public-facing Icons: Futuristic, bold coloring with simple design.
Voice & Messaging
Voice: Confident, knowledgeable, and collaborative. Strategic tone for executives; approachable tone for operations teams.
Messaging Pillars:
1. Salesforce-Native – Built for scale, security, and customization.
2. AI-Powered – Artimus delivers predictive insights.
3. Single-Pane-of-Glass – Connects CRM, operations, and finance in one view.
4. Global and Flexible – Multimodal, multicurrency, multilingual.
Core Tagline: CRM-Powered Transportation Management.
Secondary Tagline/Messaging: Redefining Transportation Management through the power of AI and CRM.
1. Salesforce-Native – Built for scale, security, and customization.
2. AI-Powered – Artimus delivers predictive insights.
3. Single-Pane-of-Glass – Connects CRM, operations, and finance in one view.
4. Global and Flexible – Multimodal, multicurrency, multilingual.
Applications
Templates:
– Presentations: Transparent header bar, logo top left, light beige background.
– One-Pagers: Albert Sans font, white background, color accent bars if needed for contrast.
– Email Signatures:
Name
Title
[Phone Number or ‘Book time with me’ calendar link]
[Logo] [optional award logo]
Digital Usage: Red for primary CTAs (e.g., ‘Request a Demo’). Maintain high contrast and whitespace on all web content. Consistent tone across website, social media, and webinars.
– Presentations: Transparent header bar, logo top left, light beige background.
– One-Pagers: Albert Sans font, white background, color accent bars if needed for contrast.
– Email Signatures:
Governance & Lead Definition
Brand Ownership: The Revenova brand is managed by the Marketing Team, led by Mike Marut (Marketing Manager). Updates are reviewed annually or following major product or visual changes.
Intent Data Definition: Engagements — such as webinar registrations, content downloads, or event badge scans — are considered data points for measuring engagement and intent.
Lead Definition: As prospects advance through intent data, they will become leads. Leads will need to meet certain thresholds of intent data scoring (i.e. one open email does not mean a prospect is a lead).
Marketing Qualified Lead (MQL) Definition: Revenova’s Marketing Team defines a qualified lead as any contact or company that has explicitly requested or responded to messaging regarding a demo of Revenova TMS. Additionally, Marketing Leads that meet additional intent data scoring requirements may become MQLs.
Sales Qualified Lead (SQL) Definition: The Sales Team defines a qualified lead as an opportunity that has progressed to a scheduled meeting or demo. Once Marketing hands off a demo request or a lead based on the appropriate intent scoring, Sales qualifies and advances it through the pipeline by confirming the meeting, ensuring both teams remain aligned on conversion metrics and pipeline accuracy.
Purpose of Alignment: This dual definition ensures clarity between Marketing and Sales when reporting performance, tracking funnel stages, and evaluating campaign effectiveness.
