Identity
Tow.market is the modern Tow OS: an AI-powered marketplace and orchestration layer that makes towing feel like a premium logistics experience — transparent, trackable, and accountable.
Use “Tow.market” for consumer-facing pages. Use “Tow OS” when describing the platform layer for operators/insurers.
“Tow help with clarity.” Live tracking, EV-safe dispatch, and clean documentation — nationwide.
Logo usage
Keep the mark simple, high contrast, and readable on dark backgrounds.
| Usage | Do | Don’t |
|---|---|---|
| Backgrounds | Use white logo on dark backgrounds; keep padding around the mark. | Don’t place on busy images without a solid or blurred overlay. |
| Spacing | Minimum clear space: 1× the height of “T”. | Don’t crowd the logo against borders or buttons. |
| Lockups | Tow.market wordmark + icon optional. | Don’t add shadows, gradients, or outlines. |
If you want, send the logo files and I’ll define exact padding and sizes.
Color system
Minimal, premium, high-contrast. Blue is the accent. Green is success. Orange is caution. Red is safety.
#3B82F6 (UI CTA, links, highlights)
#7CFF7A (EV-safe, recommended, completed)
#FFB020 (restrictions, access issues)
#FF6B6B (emergency guidance, unsafe areas)
Typography
Inherit the site font. Use weight and spacing for hierarchy, not color clutter.
- H1: 44–52px, weight 800
- H2: 24–28px, weight 800
- Body: 15–17px, weight 500
- Labels: uppercase, tracking, 12px, weight 900
Voice & tone
Calm, confident, precise. The user is often stressed — reduce uncertainty.
- Voice: modern concierge + logistics operator
- Style: short sentences, clear steps, no fluff
- Never: “cheapest”, “guaranteed”, “instant”
- Always: safety-first disclaimers, clear next steps
Messaging pillars
| Pillar | What to say | Proof points |
|---|---|---|
| Transparency | Tracking, ETA, receipts, clear updates | Live status, digital logs, audit trail |
| Correct equipment | EV-safe, AWD-aware matching | Flatbed-only enforcement when required |
| Accountability | Reviews + performance-based routing | Operator scoring + job outcomes |
| Loss reduction | Reduce failed dispatch and re-tows | Insurer KPIs + pilot reporting |
UI components
Use the same layout patterns across the site: hero + pills + CTA + two-column content cards.
- Primary CTA: filled blue button
- Secondary CTA: outlined button
- Callouts: left border + soft tinted background
- Tables: transparent with subtle borders
Copy examples
Homepage hero
“Tow Truck Near Me — Nationwide Help.” Clear next steps, EV-safe dispatch, live updates.
EV page snippet
“EV towing requires special handling.” Flatbed-only dispatch when required.
Insurance page snippet
“Reduce towing losses. Improve roadside experience.” Loss-offset orchestration — no new towing spend.