Lower risk.Better renewals.
Pullsure is a licensed commercial insurance brokerage built on its own brokerage software. Trucking and logistics come first. Carriers get a quote from their DOT number against live FMCSA data, then a portal that tells them what to do about their numbers.
More than 5,000 clients and 30+ carriers work with us. Carl, our built-in AI, helps inside the product. It is a feature, never the headline.
Voice
We speak like an operator, not an insurance company. Straight-talking, sharp, human. No jargon, no fluff, no fine print.
| Say this | Not this |
|---|---|
| Value prop | |
| Get a quote in minutes, not hours. | Our proprietary AI-driven workflow optimizes your quoting. |
| Carl greeting | |
| Hi, I'm Carl. Got a DOT number? I can pull up your company in a few seconds. | Hello valued user! I am an AI assistant here to help you today. |
| Empty state | |
| No leads yet. Claim one from the prospect board to get started. | Uh oh! Looks like there's nothing here. |
| Error | |
| We couldn't reach FMCSA. Try again in a minute. | Oops! Something went wrong. |
Writing rules
- Sentence case for every label, button and heading.
- No emoji in the product.
- No exclamation points in confirmations.
- No em dashes. Use a colon, a comma, or two sentences.
- Always show units: 5 min quote, 2.19M carriers.
- Thousand separators above four digits: 2,185.
- DOT, MC, EIN and BASIC stay as acronyms.
- Say "you" in marketing and the portal.
Logo
One wordmark, one mark. The P mark is the first letter of the word, so there is no separate symbol in front of the name.
The P mark, built inWordmark
Always one solid color: black on light grounds, white on dark. On Pullsure Blue, use black.
P mark
The mark stands alone: avatar, favicon, app icon. It is the only place the brand blue touches the logo.
Clear space and size
28 pxDon't
Put the blue P in front of the wordmark.
Use white on Pullsure Blue.
Stack the mark over the wordmark.
Color the wordmark blue.
Stretch, squash or rotate the logo.
Color
One brand hue on two brand grounds. Pullsure Blue is the accent everywhere. Night and Mist are for brand surfaces: the website, slides, print and merch, never app UI.
Blue ramp
Depths of the one hue. Illustration stays on this ramp too: no purple, teal or peach.
Text on color
Ratios are computed from the colors above. Body text needs 4.5:1. Type 24 px and up needs 3:1.
Typography
Two faces with strict jobs. Inter carries everything people read. JetBrains Mono carries the numbers and identifiers, so data reads as data.
Scale
64 / 1.04 / 700
38 / 1.12 / 700
24 / 1.3 / 600
18 / 1.5 / 600
16 / 1.55 / 400
Mono 36 / 500
Mono 11 / 500
Mockups
The brand applied. Product visuals only, no photography.
pullsure.com
Pullsure · Portalpullsure.comFiles
Everything above, ready to use. Logos come as SVG for screens and print, PNG for quick use. The logo pack adds PDF and EPS.
Changelog
- 2026.10.23First version: brand, voice, logo, color, typography, mockups and files.
