Shortline Brand Guide
Logos, colors, typography, voice, people, and image library. Everything needed to build on-brand materials for Shortline Moving Solutions.
Logos
All logos are stored in /public/.
The wordmark is a custom typeface — do not attempt to recreate with system fonts.
Primary Logo
Full-colour on light backgrounds. Default use.
/logo-main.png 
White Logo
On dark or teal backgrounds. Header, hero.
/logo-white.png 
Light Logo
Has #393939 charcoal baked into the file. Use on #393939 backgrounds only.
/logo-light.png 
Footer Logo
Identical to Light Logo. Same #393939 background baked in.
/logo-footer.png Logo Usage Rules
- Minimum size: 80px wide on screen, 20mm in print
- Never stretch, rotate, or recolor the logo
- Clear space: maintain 1× logo height on all sides
- Don't place logo over busy photographic areas — use overlay or solid bg
- The animated "O" on shortline.getredsited.com is a site-only effect — not for print
Colors
Defined as CSS custom properties in src/styles/global.css
under @theme.
Use the token, not the raw hex.
Brand Green
#00C864 var(--color-brand-green) CTAs, accents, highlights, active states
Green Dark
#00a050 var(--color-brand-green-dark) Hover states on green elements
Brand Teal
#054D4C var(--color-brand-teal) Headings, primary sections, nav bg
Teal Dark
#033533 var(--color-brand-teal-dark) Footer, bottom CTA sections
Teal Mid
#076b6a var(--color-brand-teal-mid) Hover states on teal elements
Dark
#1A1A1A var(--color-dark) Body text, primary dark
Charcoal
#333333 var(--color-charcoal) Secondary text
Mid
#666666 var(--color-mid) Subtext, captions
Light
#F5F5F5 var(--color-light) Section backgrounds
Typography
Single typeface system. IBM Plex Sans — loaded via
@fontsource/ibm-plex-sans.
Type Scale
Font Weights Used
CSS Token
--font-sans: 'IBM Plex Sans', Helvetica, Arial, sans-serif Voice & Tone
Shortline's voice is direct, data-first, and grounded. No fluff. Every sentence should earn its place. The brand is built on trust — the writing reflects that.
Do
Direct and data-first
""35+ trucks. 105+ crew. 707 five-star reviews.""
Confident, not arrogant
""Eleven years in Winnipeg. Not the cheapest. The most capable.""
Own the Métis identity — it's a strength
""Red River Métis-Owned Since 2015.""
Short sentences. Active voice.
""We move homes, offices, pianos, and businesses.""
Specific over vague
""50,000 sq ft LEED-certified warehouse at 47 Gomez Street.""
Human and grounded
""Alex started with one truck in his uncle's lot. He still answers the phone.""
Don't
No fluff or filler
""We are committed to providing exceptional moving experiences...""
No passive voice
""Your belongings will be carefully handled by our team.""
No corporate-speak
""Leveraging our synergistic approach to relocation solutions...""
Don't downplay the Indigenous identity
""We are a local Winnipeg company...""
No superlatives without proof
""The best movers in Canada!""
Don't use emoji in formal copy
""We move 🏠 homes and 📦 businesses!""
Direct
Say the thing. No warm-up sentences.
Capable
Data and proof. Not claims.
Local
Winnipeg. Métis. This city.
Grounded
Real people. Real moves. Real accountability.
Serious
This is someone's life being moved. Treat it that way.
Proud
The Indigenous identity is a core strength — not a footnote.
Key People
Source of truth: team.json at project root.
Import via: import teamData from '../../team.json'
Use the ProfilePhoto component for consistent rendering.
Alexander Hupé
Founder & CEO
Founder. Red River Métis entrepreneur. Started Shortline in 2015 with one truck.
Riley George
Partner & Co-Operator
Partner since 2020. Runs day-to-day operations and the logistics division.
// How to use ProfilePhoto + team data
---
import ProfilePhoto from '../components/ProfilePhoto.astro';
import teamData from '../../team.json';
const alex = teamData.find(m => m.id === 'alex-hupe');
---
<ProfilePhoto member={alex} size="lg" />
<ProfilePhoto member={alex} size="md" shape="rounded" />
<!-- Sizes: sm (40px) | md (64px) | lg (96px) | xl (128px) -->
<!-- Shapes: circle (default) | rounded -->
Image Library
All images in /public/.
Hero video: /hero-bg.webm +
/hero-bg.mp4 (self-hosted, 2.4MB/4.6MB, 720p).
Fleet Photo
Hero background / video poster. Shortline fleet from above.
/fleet-photo.jpg 
Crew at Fleet
Team photo with fleet. Use for team/about sections.
/team/serving-wpg.jpg 
Customer Story
Customer satisfaction photo. Use in testimonial sections.
/team/ben-mary.jpg 
Moving With You
Brand lifestyle photo. "Moving with you" tagline.
/team/moving-with-you.jpg 
Hero Woman
Lifestyle portrait asset.
/hero-woman.png 
Winnipeg Skyline
Decorative. Footer divider, Métis section bg.
/skyline-illustration.png 
Residential Moving
Service section imagery.
/service-residential.jpg 
Office Moving
Service section imagery.
/service-office.jpg 
Commercial Moving
Service section imagery.
/service-business.jpg 
Storage
Service section imagery.
/service-storage.jpg 
Specialty Moving
Service section imagery.
/service-specialty.jpg Trust Badges & Brand Icons
BBB Logo
Better Business Bureau. A Rating.
/icon-bbb-logo.png 
CAM Logo
Canadian Association of Movers. Member.
/icon-cam-logo.svg 
LRCC Logo
Louis Riel Capital Corporation. Indigenous Business Registry.
/icon-lrcc-logo.png 
SL Icon: Residential
Branded Shortline icon — house move.
/sl-icon-01.png 
SL Icon: Storage
Branded Shortline icon — storage plan.
/sl-icon-02.png 
SL Icon: Long Distance
Branded Shortline icon — air/ship/truck.
/sl-icon-03.png 
SL Icon 4
Branded Shortline icon.
/sl-icon-04.png 
SL Icon 5
Branded Shortline icon.
/sl-icon-05.png UI Components
All components in src/components/.
QuoteBtn
Primary CTA. Pill at rest → arrow on hover.
QuoteBtn.astro <QuoteBtn href="/contact" size="md">Get a Free Quote</QuoteBtn> Legacy Buttons
Used on service/about pages. CSS classes in global.css.
Accent Rule
Section opener. CSS class: .accent-rule
Section Heading Goes Here
Reference Links
Shortline Website
Live production site
shortlinemoving.ca
Google Reviews
4.8★ · 707 reviews
www.google.com/maps/place/Shortline+Moving+Solutions+Inc./@49.9020645,-97.1280252,17z/data=!3m1!4b1!4m6!3m5!1s0x52ea77adcdd96a73:0x3667c174dabb5870!8m2!3d49.9020611!4d-97.1254503!16s%2Fg%2F11bt_hrx_2
BBB Profile
A Rating
www.bbb.org/ca/mb/winnipeg/profile/moving-companies/shortline-moving-solutions-0047-44038
@ShortlineMoving
www.facebook.com/ShortlineMoving/
@shortlinemovingsolutions
www.instagram.com/shortlinemovingsolutions/
LRCC Registry
Indigenous Business Registry
lrcc.mb.ca
CAM (Mover.net)
Canadian Association of Movers
www.mover.net
Alexander Hupé — LinkedIn
Founder
www.linkedin.com/in/alexander-hup%C3%A9/
Redsited
Website by Redsited — Indigenous-owned
getredsited.com