Logo Usage for both printed and embroidered applications.

  • FULL COLOR LOGO should be used on a light color fabric such as white, pale grey or pale blue.
  • RED & WHITE LOGO should be used on navy, dark blue or black.
  • BLACK LOGO should only be used on high visibility safety colors; black embroidery on black fabric is also acceptable.
  • ALL WHITE LOGO on all other approved colors in the NFI brand (see STYLE GUIDE): NFI blue, mid-tone blues, heather greys and dark greys.
  • SAME COLOR Embroidery is acceptable for NAVY embroidered logo on navy apparel, WHITE embroidered logo on white apparel, BLACK embroidered logo on black apparel.

On-brand apparel colors.

  • WHITE
  • BLUES: Navy, NFI blue (mid-tone blue), light blue. (NO neon blue, royal blue, cobalt, teal, robin’s egg blue, seafoam, blue-greens, or indigo)
  • GREYS: Light grey, heather grey and dark grey.
  • BLACK
  • HIGH VISIBILITY/NEON safety colors (t-shirts, jackets, etc)

DO NOT use RED apparel as this color is used by some of our biggest competitors (XPO, Ryder).

Apparel & Promo

We embody a deep commitment to our brand identity, symbolized by the color blue, and our goal is to establish widespread recognition of NFI as the blue supply chain brand. This matrix outlines all acceptable and brand-aligned apparel colors and the logos that should accompany them.

Color References

  • Navy

  • Dark Grey

  • Black

  • Neon safety

  • NFI Blue

  • Heather Grey

  • White

  • Neon safety

  • Light Blue

  • Light Grey

  • Pink

Colors to avoid

  • All Red: While red is a part of our brand identity, many competitors also use this color. To differentiate ourselves as the blue brand, please avoid purchasing red apparel unless specifically requested by the customer.
  • Non-NFI Blues: Including royal blue, cobalt, teal, seafoam, blue-greens, or indigo
  • Non-brand colors: Apparel colors outside of NFI’s brand palette, including greens, purples, browns, yellows, and oranges are not permitted unless required for safety purposes or during Breast Cancer Awareness month when pink is acceptable.

Same color embroidery

Using the same thread color as a shirt is also acceptable (i.e. grey shirt with the same color grey thread).

Approved Combos

TSM Company Store

You can find and purchase branded items like stationery, apparel, gifts, and other miscellaneous items on Coupa.