Brand
The TenFour system
The CB code for “understood,” worn as a registration plate. Plain freight English, receipts over adjectives, teal over everything.
Logo
The plate
10-4The mark survives to favicon size; the teal chip is the compact UI form.
Files: /brand/tenfour-mark.svg · tenfour-lockup.svg · tenfour-lockup-dark.svg. Clearspace = ½ plate height. Never rotated, never gradiented, wave never red.
Color
Ink & teal
Ink
Teal
Teal bright
Sky
Paper
Flag red
Never orange. Flag red is for red flags only. Customer brands always win on customer pages.
Typography
Highway gothic
Display — Barlow Condensed 700
Nobody trusts a hotmail.
Body — Geist
Fair or not, brokers read a free email as “might steal the load.”
Data — Geist Mono
USDOT 303024 · MC188121 · 16,609 inspections
Voice
Plain freight English
Do
- “Nobody trusts a hotmail with their freight.”
- “16,609 inspections on file.” — numbers over adjectives
- “Carrier,” “broker,” “owner-operator,” “MC/DOT number.”
- CB flavor as seasoning: “Copy that. Handled.”
Don't
- “Revolutionizing carrier identity.”
- “Trusted and reliable solutions.”
- “Trucker” in product copy.
- CB cosplay — no “breaker breaker” headlines.
Familia
DeAlta is the Mexican sibling — same ink, same condensed type, its own rising-chevron mark and alta green. TenFour speaks CB; DeAlta speaks formalización. Guide: /marca