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Motive brand guidelines

Motive's brand guidelines provide thorough specifications for visual identity, voice and tone modulation, editorial rules, and brand repositioning.

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Motive guidelines: Brandguide
Brandguide Captured 15 Sep 2026

Motive brand guide welcome page introducing the company's mission and rebranding transition from KeepTruckin.

Motive guidelines: Visual Guidelines
Visual Guidelines Captured 15 Sep 2026

Visual guidelines outlining logo clear space, co-branding lockup rules, and Maison Neue and Inter typographic hierarchies.

Motive guidelines: Our Brand
Our Brand Captured 15 Sep 2026

Our Brand overview page detailing the company's core mission, category definitions, and platform applications.

Motive guidelines: Brand Personality
Brand Personality Captured 15 Sep 2026

Brand Personality documentation displaying voice pillars, audience tone intensity matrices, and copy rewrites.

Motive guidelines: A letter from our CEO
A letter from our CEO Captured 15 Sep 2026

Introductory letter from the CEO communicating the repositioning from KeepTruckin to Motive.

Motive guidelines: Style rules
Style rules Captured 15 Sep 2026

Style rules page outlining AP style adherence, stock phrases to avoid, and editorial formatting standards.

Freedam's take

I love how thoroughly Motive tackles the verbal side of identity. While visual standards for Maison Neue and Inter are well covered, the editorial depth stands out immediately. They break down voice attributes into sharp contrasting pairs, modulate tone across distinct audience tiers, and provide practical before-and-after copy tables. The style guide even adopts AP style and defines rules for navigation elements. It is an impressive example of treating written communication with the same systematic rigor as logos and grids, helping everyone across an expanding organization write with clarity.

At a glance

Sections
A letter from our CEO · Our Brand · Brand Personality · Visual Guidelines · Style rules
Tone
Direct, structured, and pragmatic documentation focused on operational clarity and precision.

What I noticed

  1. The guide explains the brand transition from KeepTruckin to Motive, featuring an introductory letter from the CEO.12
  2. Visual typography rules define specifications for both Maison Neue and Inter typefaces across print and screen.3
  3. Voice and tone attributes are structured into contrasting pairs: Credible, not poetic; Intuitive, not verbose; Advanced, not youthful; and Smart, not warm.4
  4. Editorial style rules specify adherence to Associated Press (AP) style and include do and don't comparison tables.56

Numbers refer to the screenshots above.

What I could not see

  • No asset download links or file repositories were visible on the captured pages.
  • Search functionality and interactive color swatch copiers could not be observed.

Ideas to borrow

  1. Calibrate brand voice by building a tone modulation matrix mapped across varying audience types and seniority levels.78
  2. Illustrate editorial rules with direct before-and-after rewrite tables accompanied by diagnostic feedback.9

Quick answers

What primary typefaces are specified in the Motive brand guidelines?

Motive specifies Maison Neue and Inter, including rules for leading, tracking, and typesetting across screen and print.3

Which style manual does Motive follow for writing and editing?

Motive's editorial guidelines specify adherence to Associated Press (AP) style.5

Reviewed on 26 September 2026. Request a correction · I built this

Similar brand centers

All brand guidelines →

Motive delivers extensive editorial rules, voice matrices, and AP style writing guidance, whereas Cabify organizes its guide around visual and motion principles with a dedicated logo download button. Unlike Uber, which provides searchable asset libraries with faceted filters for downloads, Motive focuses purely on descriptive web documentation without visible asset repositories.