Finer Fleet · Introduction
01 / 08
Introduction
Breathing life into your vehicle’s journey.
Finer Fleet is a specialist vehicle logistics company: vehicle transport, trade plate movements, and executive chauffeur work. The stated aim is to be the trusted partner that enables businesses to grow with clarity, resilience and purpose.
This document is how the brand behaves everywhere the vehicles are not — a quote, an invoice, a driver arriving at a compound at six in the morning. It is prescriptive where precision matters and quiet everywhere else.
If something written here stops being true of the service, the document is wrong. Change it.
Finer Fleet · Logo
02 / 08
Logo
Primary logo
Monogram and name locked together. Use it wherever the brand is introduced for the first time — the site header, documents, vehicle livery. The lockup is never rebuilt by hand.
1x = half the logo heightKeep clear space equal to half the mark’s height on every side. Nothing enters this zone.Logomark
The monogram alone, in Bronze. Reserved for places the full lockup cannot survive: app icons, favicons, embroidery, a vehicle door.
1x = half the logo heightKeep clear space equal to half the mark’s height on every side. Nothing enters this zone.Finer Fleet · Color
03 / 08
Color
Color
One signal colour, held back until it counts. Everything else is ink, paper and the greys between them.
Finer Fleet · Typography
04 / 08
Typography
Typography
Satoshi
Satoshi, tracking pulled tight, for headlines and hero statements. Its flat terminals and closed apertures do the most work at size.
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789!@€£$&*})({§?
Satoshi
The same family at text sizes. One typeface across the whole system means hierarchy comes from size and weight alone — the harder discipline, and why the pages stay quiet.
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789!@€£$&*})({§?
Type scale
Display
80px · -0.03em
Where logistics meets the world outside your door
Headline
64px · -0.025em
Where logistics meets the world outside your door
Section
52px · -0.045em
Where logistics meets the world outside your door
Title
32px · -0.02em
Where logistics meets the world outside your door
Subtitle
24px · -0.01em
Where logistics meets the world outside your door
Body
17px · 0em
Where logistics meets the world outside your door
Small
14px · 0.01em
Where logistics meets the world outside your door
- Tracking tightens as size grows and loosens as it shrinks. Above 32px, never leave it at zero.
- Labels, hex values and times set in Small, uppercase, at 0.08em. That tracked-out chrome is what makes a page read as a technical document.
- One family, so one weight change per hierarchy step and never two. If Medium is not enough separation, the sizes are wrong.
Finer Fleet · Voice and tone
05 / 08
Voice and tone
Voice and tone
Write like an operator, not a brochure: specific, plain, and never louder than the facts.
Trade plates let a company move an unregistered vehicle without permanent registration.
Explain the mechanism
Most customers meet trade plates for the first time through us. Define the term, then use it. Jargon left unexplained reads as gatekeeping, and this is a sector where the customer is usually not the expert.
Vehicle transportation carries risks.
Name the risk before the cover
Insurance only means something once the exposure is stated. Lead with what can go wrong, then with what stands behind it. A guarantee offered before the risk is named sounds like a disclaimer.
In prime condition, within the agreed timeframe.
Commit to a condition and a clock
Every promise carries both a state and a time. One without the other is not a commitment — it is a hope with a delivery date attached.
Clarity, resilience, and purpose.
Plain words, in that order
The vocabulary stays ordinary. When a sentence reaches for something grander — gold standard, unwavering, revolutionary — it is usually covering for a missing detail.
Do / Don’t
- Campaign line
- DoWhere logistics meets the world outside your door
- Don’tRevolutionising vehicle movement for the modern era.
- Service description
- DoTrade plates allow a company to move an unregistered vehicle without permanent registration.
- Don’tInnovative end-to-end mobility solutions tailored to your unique needs.
- Risk and cover
- DoVehicle transportation carries risks. Comprehensive cover and liability protection sit behind every movement.
- Don’tYour vehicle is always completely safe with us.
- Call to action
- DoGet your free quote
- Don’tDiscover more
Finer Fleet · Moodboard
06 / 08
Moodboard
Moodboard
Select an image to enlarge. Arrow keys move between them, Escape closes.
Finer Fleet · Applications
07 / 08
Applications
Applications
The system in the world — rebuilt live from the tokens in this document, not screenshotted. Change a colour or a logo file and every tile below follows.
- Follow
Finer Fleet
@finerfleet
Specialist vehicle logistics. Transport, trade plates and executive chauffeur.
184 Following2,410 Followers
X profile
Monogram in the avatar, one line of what we actually do.
- finerfleet
Collected 06:40. Delivered 11:15.
Instagram story
Type sits over the image only here, and only at the base.
iPhone home screen
The monogram among system apps, where it has to hold at 60px.
- Finer Fleet — Vehicle logisticsfinerfleet.com
Browser tab
The monogram at favicon size, where the inner counters close up.
Where logistics meets the world outside your door
Vehicle transport, trade plate movements and executive chauffeur.
Get your free quoteLanding hero
Wordmark reversed out, one accent on the action, nothing else.
Specialist vehicle logistics
Capability deck — finerfleet.com
Deck title slide
Half type, half image. The split never moves.
- New message
To hello@finerfleet.com
Subject Quotation
Placeholder Name
Operations
hello@finerfleet.com · +44 20 0000 0000
Email signature
Wordmark, three lines, one accent rule. Nothing else is approved.
App icon
Monogram on Onyx, centred, with the counters left open at this size.
- finerfleet
finerfleet Collected 06:40, delivered 11:15. Photographed at both ends.
Instagram post
The caption carries the detail. The image never carries type.
Fleet livery
Monogram on the vehicle flank. Placed on existing photography, not a shoot.
Transporter livery
Wordmark along the transporter body.
Business card
Letterpress on 600gsm, shown against the chauffeur interior.
Finer Fleet · Assets
08 / 08