01
Specificity over vagueness
"$4,320/mo saved" is better than "significant savings." "$38K/yr recovered" beats "cost reduction." Precision signals expertise and earns trust.
Brand identity system
Kadima
Kadima
Brand Guide.
Colors, typography, voice, and messaging — the complete reference for how Kadima Logistics looks, speaks, and earns trust.
Origin
Built by operators who watched small shippers overpay for years.
Kadima Logistics was founded by people who spent years on the customer side of carrier contracts — watching small businesses pay 30–40% more than enterprise shippers on the exact same lanes. The carrier sales process is built around volume, not fairness, and that gap costs U.S. businesses billions every year.
We started Kadima to flip that. By combining a direct DHL authorized reseller partnership, a group purchasing organization for small parcel, line-by-line invoice auditing, and Kadix — the AI we've built in-house since 2018 — we deliver the kind of rates and recoveries that used to be reserved for Fortune 500 shippers. Without forcing you to switch carriers. Without a long-term contract.
Today we work with e-commerce brands, 3PLs, manufacturers, and retailers across the country — and we've optimized more than $120M of annual shipping spend.
$120M+
Annual shipping spend optimized
800+
Businesses served
2018
Kadix AI in-house since
1
DHL authorized reseller — us
What we believe
Four principles guide every page, every pitch, every audit.
The rules below shape how we design, how we write, and how we negotiate. None of them is optional.
02
Clarity before aesthetics
Every design decision serves communication first. A clean, readable rate table matters more than decorative complexity.
03
Authority without ego
We know our industry deeply. We lead with data, not attitude. Confident positioning comes from results, not bravado.
04
Minimal friction everywhere
Every form field, every CTA, every step is questioned. If it doesn't serve the user in getting to an answer, remove it.
Primary tagline
Cut Shipping Costs. Keep Your Carriers.
Use this as the primary headline on the homepage hero and in top-of-funnel ad copy. Don't alter unless absolutely necessary.
How we work
Four commitments. No surprises.
- 01
We never ask you to switch carriers
Your UPS account stays a UPS account. We work with your existing reps and your existing contracts. The relationship doesn't move — the rate does.
- 02
We get paid when you save
Most engagements are tied directly to measurable cost reductions you can verify on your own invoices. If we don't save you money, we don't get paid.
- 03
We show our work
Every recommendation comes with the line item, the dollar amount, and the benchmark behind it. No black-box savings calculators, no consulting jargon.
- 04
We're carrier-neutral
DHL authorized reseller, yes — but we recommend whatever combination of UPS, FedEx, USPS, DHL, Amazon Shipping, and regionals saves you the most.
Voice & tone
How we sound.
Kadima's voice is direct, data-led, and human. We earn trust by being specific — not by sounding impressive.
Direct
Say exactly what you mean. No corporate fluff.
Do
"We've recovered $38K/yr in billing errors for clients."
Don't
"We provide comprehensive shipping optimization solutions."
Data-led
Anchor every claim in a specific number.
Do
"5.9% average annual GRI increase — we have the data."
Don't
"Carriers raise rates significantly every year."
Confident
Assertive without being arrogant.
Do
"We're your one-stop logistics partner — authorized DHL reseller, GPO, auditor, and negotiator under one roof."
Don't
"We might be able to help you save on shipping."
Low-friction
Remove every barrier. No-cost, no-commitment language.
Do
"No cost. No commitment. Just answers."
Don't
"Sign up and a representative will contact you."
Human
Real people, real results. Not corporate automation.
Do
"Our team will review your shipping data and get back to you."
Don't
"Your request has been received and will be processed."
Visual identity
A disciplined palette. Two pillars.
Midnight navy for authority. Emerald green for action and growth. Everything else stays out of the way.
Primary — Navy
Accent — Emerald
Neutral — Interface
Partner — DHL
K
Kadima On Navy · Primary, all dark backgrounds
K
Kadima On White · Secondary, all light backgrounds
K
Mark only · Favicons, app icons, tight space
Carrier marks in use
Transparent PNGs, normalized to a 200 px tall master. Always render on a white plate so each carrier's color reads correctly. Never invert, never tint.
Display / Headings
Archivo
Weights 400 · 500 · 600 · 700 · 800 · 900. Used for h1–h4, eyebrows, CTAs, stats.
Body / Interface
DM Sans
Weights 400 · 500 · 600. Used for body copy, labels, captions, all UI.
Numbers / Data
JetBrains Mono
Used for stat callouts, eyebrows, technical metadata, chapter numerals.
Core messaging
Five sentences. Use them everywhere.
These anchor all Kadima communications — email, ads, sales calls, the site, partner decks. Keep them consistent.
01 Positioning
"Your one-stop carrier optimization partner."
Kadima negotiates, resells DHL through a direct partnership, audits invoices, runs a GPO, manages 3PL/4PL and freight, and offers shipping software — all under one relationship.
02 Value prop
"We find what you're overpaying — then we fix it."
Back it with specifics: residential surcharges, dim weight errors, audit credits, GRI offsets.
03 Objection removal
"No cost, no commitment."
The free audit is genuinely free. Use this to reduce hesitation at every touchpoint.
04 Credibility
"We have the data."
Reference real carrier rate schedules, billing history, GRI trends. Numbers convince — adjectives don't.
05 Speed
"Results in 1–2 business days."
Fast turnaround signals operational maturity and respect for the prospect's time.
Press & coverage
Brand assets & press inquiries.
For logo files, founder bios, photography, or co-marketing materials, email the brand team directly. We typically respond inside one business day.
Press contact
Coby@kadimalogistics.com Logo & brand kit
Request the kit → Partnerships
ship@kadimalogistics.com Questions about the brand?
Talk to the team.
For asset requests, usage questions, or co-marketing — we'll get back to you inside a business day.