Logo & Wordmark

Topline

Primary: Dark background with white "Top" + green "line" — use on dark surfaces, headers, email footers.
Green background: All dark text — use for CTAs, call-out boxes, marketing materials.
Light background: Dark "Top" + green "line" — use on white/light surfaces, documents, print.

Construction: The word "line" in green is intentional — it references the bottom line (profitability), the line at the drive-thru, and moving the line (metrics). Never separate "Top" and "line" with a space or hyphen. Always one word: Topline.

Color Palette

Navy Black

#0f172a

Primary bg, headers, nav

Topline Green

#22c55e

CTAs, highlights, logo mark

Off White

#f8fafc

Page backgrounds, cards

Alert Red

#dc2626

Critical alerts, red flags

Watch Yellow

#d97706

Warnings, watch states

Status colors follow a strict system: Green = on target, Yellow = watch/caution, Red = action required. Never use red for anything that isn't a genuine alert — it will train users to ignore the signal.

Typography

Display / Hero Headlines

Every store. Every metric.
Every week. Automatically.

Inter 900 · -1.5px tracking · 36–48px

Section Headers

The Weekly Intelligence Stack

Inter 700 · 22–28px

Body Copy

Franchise operators have mountains of data in their back-office systems. The problem isn't access to data — it's turning that data into action. Topline is the intelligence layer that was missing.

Inter 400 · 14–16px · #475569

Labels / Metadata

MONDAY 8:30 AM ET · SOS TREND REPORT

Inter 700 · 11px · uppercase · 1px tracking · #64748b

Voice & Tone

Topline is a product built by an operator for operators. The voice is confident, direct, and practical. Never corporate. Never vague. If a sentence doesn't help someone do something, cut it.

✅ We are:

Direct and specific
Operator-to-operator (not vendor-to-client)
Data-driven, but human-readable
Confident without being arrogant
Action-oriented — everything leads to a "do this"

❌ We are not:

Corporate or formal
Vague or jargon-heavy
Preachy or lecture-y
Overly technical
Hedge-everything cautious

✅ Write like this:

"Your Topsham SOS is 533 seconds. Here's what to do today."

"Labor is 4 points over budget. Pull the schedule — someone's crossing 40 hours."

"Topline pays for itself if it finds one labor issue per quarter."

❌ Not like this:

"Our AI-powered platform leverages advanced analytics to optimize operational performance."

"There may be some opportunities for improvement in the labor efficiency domain."

"Topline provides potential value through actionable insights."

Product Naming & Domain

Working name: Topline Recommended

The name connects to "top-line revenue" (what franchisees care about), "staying on top of your stores," and "moving the needle." Simple, strong, memorable.

Domain options to pursue (in priority order):

topline.app — preferred, modern SaaS convention
toplinehq.com — fallback if .app unavailable
topline.io — acceptable, tech-forward

Alternative names if Topline is unavailable:

Command Strong
Operator-appropriate, clean. command.app

Vantage Strong
Vantage point over stores. vantagehq.com

Fieldwise
Field + wise. Available. Less memorable.

Email & Report Design Standards

Report Email Standards

Max width: 960px
Font: Arial (email-safe fallback for Inter)
Header background: #1e3a5f
Body background: white
All times shown in client's local timezone
Subject lines: emoji + Report Name + Date
Sender: reports@topline.app or white-labeled

Status Color Usage in Reports

🟢 Green: metric on target
🟡 Yellow: watch — 1 standard deviation off target
🔴 Red: action required — 2+ std deviations off
Never use red for minor issues — it must mean something
Every red flag has a specific prescribed action attached
Every report ends with at least one positive callout