Your keywords nearly all resolve to one idea: light that guides, not light that hunts. A lighthouse stands honest and fixed; ships orient by it freely. That's the brand — and it's the product: a franchisor's brand guide is the safe channel, and First 90 keeps every location true to it.
Draft v0.1 — react to these, then send detail
01
The mark — five translations
One glyph, five readings. My recommendation is the lighthouse (A): it's the only one that carries brand-protection, guidance, and the honest-not-surveillance promise in a single image.
Recommended · A
A · Lighthouse
Protection + guidance in one. Warm beam, never a searchlight. Reads at 16px favicon size.
B · Beam / light cone
Abstract, modern UI motif — light falling on data. Flexible, but leans toward searchlight.
C · The sweep
Beacon/radar arc — the loop continuously scanning. Best as motion (loaders, refresh), not a static logo.
D · Safe passage
The brand as a ship guided to harbour. Warm + narrative — strong for deck/marketing, weak in dense UI.
E · Constellation
Every location a point of light; health brightens or dims each one. This basically is the heat map — the in-product data language.
My read
Use A (lighthouse) as the identity, E (constellation) as the in-product data language, and a warm beam as connective tissue. One brand, two registers: the beacon you orient by, and the field of lights it watches over.
02
Wordmark lockup
The mark beside the name, with the "90" in terracotta per the canvas. Fraunces for the name; the lighthouse sits as the dot of guidance.
First 90
Horizontal lockup
Primary. Mark + wordmark, left to right.
First 90
Reversed (dark)
For dark UI bars and the deck. Beam warms to apricot for contrast.
03
Guiding light, not searchlight
The single most important rule, because the product reaches past the franchisee to hear employees honestly. Light in First 90 always warms and reveals to help — it never interrogates.
Hard-edged, cold, directional, hunting. Reads as surveillance — the wrong story for an honesty product.
04
Palette & contrast
Carried from the canvas. WCAG-compliant by rule: body text is always Ink on Paper (≈14:1, AAA). Terracotta and Teal are for accents, large/bold type, and UI — each clears AA on paper. Never set terracotta text on teal, or either on mid tones.
Paper
Paper
#f6f2ea
base surface
Ink
Ink
#211d18
body text · AAA on paper
Terracotta
Terracotta
#b8502d
accent · AA on paper
Teal
Teal (depth)
#1f6f66
accent · AA on paper
Gold
Gold
#9a7b1f
flags/notes only
Terra soft
Terra soft
#f0d9cd
tints · pills
05
Type system
Display / headings — Fraunces
Protect the brand. Every location.
Warm serif with optical sizing — embodied, human, a little editorial. Italic for emphasis, often in terracotta.
Body / UI — Hanken Grotesk
Clear, quiet, and honest. Hanken carries dashboards, labels, and long copy without shouting — the grotesk lets Fraunces do the talking. Two weights in practice: 400 for text, 600 for emphasis and labels.
Voice — illustrate first, then name it
"83% of locations flag the same module — that's not 200 problems, it's one broken page." Warm, embodied, em dashes for pacing. Show the thing, then name the principle.
06
Applied — the dashboard bar
How the identity sits on the product you've already seen. Once you approve a direction, I'll retrofit the dashboard, then carry it into the SMS flow, the training diff, and the deck.
First 90Franchisor view
Brand-standard intelligence
Where the brand is slipping · what training is failing everywhere.
What I need from you to lock the guide. React to the mark (is A — lighthouse — the right hero?), the light rule, and the palette/type. Then send detail on: logo preference + any literal-vs-abstract lean, whether teal earns a bigger role or stays a depth accent, tone (more warm-editorial or more clinical-precise), and any must-haves (favicon, monochrome lockup, specific don'ts). I'll codify all of it into a single style guide and apply it across every design.