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Logo Design Brief

# Novari — Logo Design Brief

**Company:** Novari Inc. (novari.io)
**Date:** September 4, 2026
**Deliverable:** Brand mark and wordmark lockup

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## What we do

Novari is a B2B software company in logistics and supply chain. Our customers depend on outside companies (carriers, suppliers, warehouses, receivers) to do what they said they would do, and today that means people spending their day chasing those companies by phone and email to find out whether it will actually happen.

Our systems handle that chasing. We send the request, watch for a reply, follow up when someone goes silent, handle the routine cases, and hand a person the ones that need judgment.

Our customers are operations and supply chain leaders at mid-market companies. The brand should read as competent, direct, and built by people who know the industry. Not playful, not startup-whimsical, not enterprise-generic.

## The idea the mark should express

We call the category **Counterparty Execution**. A counterparty is simply the other side of a commitment.

The single idea worth drawing is **open becoming closed**: something asked for, then confirmed. Two sides matching. A loop that completes. Our tagline is *Your best people on your hardest problems*, and our problem line is *Confirmed, not assumed*.

The mark does not need to say "logistics." Freight is where we started, not what we are.

## Name and wordmark

**Novari.** Four syllables is wrong; it reads no-VAR-ee.

The wordmark is currently set in IBM Plex Sans SemiBold. We are open to either a drawn custom wordmark or a well-chosen typeface. Show us your reasoning either way.

## Colors

The existing palette is gold and navy, with grays for support.

| Role | Hex |
|---|---|
| Gold (primary) | `#FCB116` |
| Gold light / dark | `#FDC248` / `#E6A010` |
| Navy | `#1A394C` |
| Navy dark | `#142D3C` |
| Near-black (site background) | `#0B1220` |
| Grays | `#C1C1C1` / `#DBDBDB` / `#F4F4F4` |

Work within gold and navy. If your concept genuinely needs one additional color, propose it and say why.

## Requirements

- Primary mark, and a horizontal lockup with the wordmark
- Legible at **16px** as a favicon
- A **one-color** version that still carries the idea without color doing the work
- Variants for dark backgrounds (`#0B1220`) and light backgrounds (white and `#F4F4F4`)
- Clear-space rule and minimum size
- Final files as layered, optimized **SVG**, plus PNG exports

## What to avoid

- Trucks, roads, routes, pallets, globes, or anything else that says "shipping"
- Two circles joined by a line. This reads as a network diagram and is nearly identical to GitHub's pull-request icon.
- Robots, circuit boards, neural nets, or gradient "AI" signaling. We sell software that gives people their time back, and we never position it as replacing them.
- Arrows forming a cycle, checkmarks in circles, and abstract swooshes
- Anything that only works in full color at large sizes

## How we will judge it

Does it survive at 16px and in one color? Does it feel like it belongs to a company that solves an unglamorous operational problem well? And is it ours, rather than a shape already owned by a well-known piece of software?

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*Novari Inc. | Logo Design Brief | September 2026*

Logo Text

Novari