WASHCLASH BRAND SYSTEM / APPROVED MASTER IDENTITY / 2026-10-06
Logo: Rank-climb mark + condensed WASHCLASH wordmark.
DATA FIRST: three substantial ascending columns depict measurable performance and comparative standings.
PROGRESS: W is a plotted performance line ending in one integrated upward arrow.
BROADCAST: a lighter open C holds the board together; the arrow exits its upper-right opening.
The columns are the dominant interior form. A negative-space channel separates the trend
line from the columns so the design also works in one color.
The symbol communicates measured progress; the full wordmark identifies the product.
Use original SVG paths; no fonts are required to render the logo. Twelve variants include plain,
endorsed, and symbol forms in light-on-dark, dark-on-light, white, and navy.
Parent endorsement: A CAR WASH INSIGHTS PRODUCT. Existing CWI logo is not modified or replaced.
Public CWI site inspected October 6, 2026: dark navy primary tokens and a column-chart icon in the parent header.
The geometric data motif and navy foundation inform the family connection. The parent currently
uses an orange accent; WashClash intentionally uses the user-approved blue product palette.
No official parent brand manual was supplied.

PALETTE
Midnight #060C19 — primary background, core identity.
Broadcast Blue #1F55E7 — large graphical energy and depth, not small body text on dark.
Signal Blue #59C6FF — highlighted copy, controls, C frame and data columns, selected state.
Ice #EDF5FF — main text and reverse artwork.
Surface #0C1629, body #A8BDD7, muted #9AADC8, dividers #26354E.
On light backgrounds use dark logo variant: navy + #1761DA for contrast.
Status colors are semantic: green target met, coral below target, gold leader. Labels always accompany.

TYPE / SIZE / CLEAR SPACE
Barlow Condensed bold for display and large KPIs; Barlow for body and navigation. Bundled OFL fonts.
Logo derived from Barlow Condensed 800 and converted to vector paths; tracking intentionally set.
Reserve 1/4 symbol height on all sides. Plain logo min220px; endorsed min280px; full symbol min40px.
Below 40px use favicon.svg: the same C and W-arrow without the fine column details.
Small navigation: plain logo, readable parent endorsement elsewhere. No stretching, outlines,
shadows, arbitrary recoloring, or Sparkle logo within WashClash master signature.

BRAND HIERARCHY
Marketing: WashClash -> small CWI endorsement -> product imagery in operator identities.
Kiosk: operator -> competition/program -> locations/people -> optional tiny CWI footer.
Operator palettes are configurable separately from master WashClash tokens. No third identity needed.
Sparkle Express and Apex Auto Spa choices use names alone. Data details separately disclose Apex.

VOICE
Short, confident, constructive. See the position. Know the next move. Recognize the effort.
Avoid public shaming, unsupported outcomes, and fabricated performance claims.

FILES
assets/brand/washclash-{logo,mark,endorsed}-{light,dark,white,navy}.svg
PNG exports are transparent. Favicon uses navy square with the rank-climb mark.
brand.html is the visual reference. The approved direction is applied consistently in this revision.

REGENERATING ARTWORK
Optional: install fonttools and run python design/build-brand.py from the source checkout.
This generates SVG paths from the bundled font files. No fonttools dependency is needed to run
the website. PNG exports are rendered from those SVG files at 1200px width.

MASTER TAGLINE
Built to Move You Up. — retained as the primary brand promise. The mark depicts measurable
performance and upward movement. It is not a guarantee that all operating metrics always rise.

ROLLOUT / REVISION 5
Master tokens: website/brand.css. Shared headers, footers, closing watermark, favicon and
program mark use the approved assets. Demo mastheads use the white logo variant so operator
colors remain dominant. Marketing screenshots and five 1920x1080 coaching exports refreshed.
Page, embedded-demo, logo and CSS URLs carry approved-r5 to refresh previously cached versions.
