Brand concept
RutaPro is an intelligence platform for professional drivers. The brand represents profitability, data analysis, operational efficiency, and decision-making based on real information.
The visual identity must convey professionalism, technology, trust, profitability, modernity, business intelligence, and simplicity.
The brand should feel closer to a modern fintech or SaaS product than a traditional transportation app. It is not a transport app: it is an intelligence and profitability platform for professional drivers.
Color system
Primary Blue
#1454E6
Represents
Technology · Trust · Innovation · Security
Usage
Primary buttons, Links, Highlighted elements, Logo, Main iconography
Dominant color of the identity.
Dark Blue
#0A2E8A
Represents
Authority · Professionalism · Stability
Usage
Premium backgrounds, Header, Footer, Charts, Dashboard
Profit Green
#00C853
Represents
Earnings · Growth · Success · Positive results
Usage
Financial indicators, Positive KPIs, Earnings, Favorable statistics
Must not visually compete with primary blue.
Light Green
#69F0AE
Represents
Confirmation · Optimization · Healthy state
Usage
Hover, Active states, Positive labels
White
#FFFFFF
Represents
Transparency · Clarity · Simplicity
Usage
Main background, Cards, Content areas
Light Gray
#F5F7FA
Represents
Organization · Visual cleanliness
Usage
Secondary backgrounds, Sections, Containers, Tables
Dark Gray
#2B3445
Represents
Readability · Visual hierarchy
Usage
Body text, Secondary headings, Secondary iconography
Logo usage
The logo combines the brand icon with the RutaPro wordmark. Always respect the clear space and minimum sizes shown below.
Full wordmark
RutaPRO32 px (icon) · 120 px (full wordmark)
Equal to 25% of the icon height on all sides
Icon only
min 32 × 32 px
Scale
32px
48px68pxCorrect usage
- Use on white or light gray backgrounds.
- Maintain original proportions without distortion.
- Apply primary blue to the wordmark.
- Leave breathing room around the logo.
Incorrect usage
- Do not rotate, tilt, or add shadows to the logo.
- Do not change the official wordmark colors.
- Do not place on backgrounds that reduce contrast.
- Do not compress below the minimum size.
Iconography style
Icons must be minimalist, geometric, consistent (same stroke weight), and technological (modern SaaS style).
Technical traits: rounded corners, outline or duotone style, uniform strokes, no 3D effects, no inner shadows, and clean design.
- Themes: routes, GPS, navigation, money, statistics, productivity, time, vehicles, safety, and profitability.
- Examples: charts, maps, location pins, speedometers, coins, bills, shields, checkmarks, clocks, and simplified vehicles.
Photography style
Images should show real drivers, modern vehicles, urban environments, mobile technology in use, and maps in context.
Avoid obvious generic stock photos, dark images, old vehicles, and oversaturated or inauthentic photography.
Interface style
The interface should feel clean, fast, modern, and professional. The experience should communicate efficiency and clarity, like a real-time financial analysis tool.
Typography
Primary — Montserrat: logo, titles, and headings. Recommended weights: ExtraBold, Bold, and SemiBold.
Secondary — Inter: dashboard, tables, forms, and mobile app. Optimized for data reading and information density.
Visual personality
If RutaPro were a person, it would be a financial advisor for drivers who analyzes real-time data to help them earn more money and make better decisions.
Every visual element should reinforce that perception: intelligence, profitability, and professional trust.