# LoopGrid Brand Book

## Brand idea

LoopGrid is the intelligence layer for urban waste systems. It connects collection, contractors, facilities, recovery partners, and public officials so that every material movement can be seen, verified, and improved.

**Core belief:** A city cannot improve what it cannot trace.

**Brand promise:** Every tonne accounted for.

**Positioning:** For city governments and waste-system operators that need reliable service delivery and defensible recovery data, LoopGrid is a waste-intelligence and operations platform that tracks material from collection to verified destination. Unlike disconnected fleet, complaint, and facility tools, LoopGrid reconciles the whole chain in one operational view.

## Story

Cities do not lack effort. Trucks move, workers collect, facilities process, and citizens segregate. Yet the evidence is fragmented between routes, contractors, weighbridges, spreadsheets, facilities, and complaint desks. Waste moves; visibility does not.

LoopGrid closes that gap. It gives every load a digital trail, every route an outcome, and every decision-maker a shared view. That makes missed service visible, contamination actionable, contractor payments defensible, and landfill reduction measurable.

The loop is the circular ambition. The grid is the connected infrastructure that makes it possible.

## Mission, vision, and values

**Mission:** Help cities turn every collection into a verified recovery outcome.

**Vision:** Cities where materials remain in productive loops and landfill is a measured last resort.

- **Evidence over estimates** — report what can be reconciled.
- **Outcomes over movement** — reward recovery, not merely tonnes transported.
- **People in the system** — design with sanitation workers and waste pickers, not around them.
- **Open by design** — connect existing municipal tools through interoperable APIs.
- **Practical progress** — pilot, prove, and scale.

## Audiences

- Commissioners and municipal leadership
- Ward, zone, and control-room officers
- Finance, audit, and environmental-compliance teams
- Collection contractors and facility operators
- DWCCs, recyclers, and waste-picker organisations
- Bulk waste generators and residents

## Voice

LoopGrid is precise, calm, credible, and optimistic. It speaks in outcomes and plain language. It avoids exaggerated environmental claims, unexplained acronyms, and technology theatre.

Preferred: “Verify where every load went.”

Avoid: “Revolutionary AI will eliminate all waste.”

## Messaging

**Primary line:** Track every tonne. Recover more. Landfill less.

**Signature:** Every tonne accounted for.

**Government proposition:** Verify service delivery, improve contractor accountability, and reduce landfill dependency from one operational view.

**Five-word explanation:** Waste intelligence for circular cities.

## Logo

The supplied `Recycle Logo.png` is the master symbol. Use it with the LoopGrid wordmark in horizontal arrangements and alone for app icons or compact navigation.

- Preserve the original proportions.
- Maintain clear space equal to one-quarter of the symbol width.
- Use the black master on light backgrounds.
- A white monochrome treatment is permitted on dark backgrounds.
- Do not rotate, outline, stretch, add shadows, or recolour individual parts.
- Minimum digital symbol size: 28 px.

## Colour

| Token | Hex | Use |
|---|---|---|
| Grid Ink | `#07130F` | Primary dark background and typography |
| Civic Paper | `#F3F6EF` | Warm page background |
| Recovery Green | `#19C37D` | Primary action and positive recovery state |
| Signal Lime | `#C7F464` | Highlights and live system accents |
| Data Cyan | `#69D8D0` | Data series, maps, and secondary information |
| Operations White | `#FFFFFF` | Surfaces and reversed text |
| Slate | `#607069` | Supporting text |
| Alert Amber | `#F4B860` | Warnings requiring attention |
| Critical Coral | `#F06D5E` | Critical exceptions only |

Never communicate status using colour alone; pair it with an icon, label, or pattern.

## Typography

Use **Manrope** for display and interface copy with a system sans-serif fallback. Use **IBM Plex Mono** for identifiers, timestamps, weights, and operational metadata. If hosted fonts are unavailable, the website remains fully usable with its local fallbacks.

## Visual language

- Connected nodes and routes represent the grid.
- Circular arcs represent recovered material loops.
- Maps and Sankey-like flows explain movement.
- Cards use fine borders and restrained elevation.
- Data should feel legible and operational, not decorative.
- Photography, when introduced, should show real workers, facilities, streets, and civic operations with dignity.

## Product family

- **LoopGrid Command** — city command centre and decision layer
- **LoopGrid Flow** — manifests, fleet, facilities, and material traceability
- **LoopGrid Connect** — citizens and bulk generators

## Accessibility

- Maintain WCAG AA contrast for body text and controls.
- Provide keyboard focus states and reduced-motion behaviour.
- Label charts with textual summaries.
- Keep touch targets at least 44 px.