Brand Kit · Edition 2026.05

The brand book

Brand identity guidelines

Tagline Better together

Issued by Launch Industries LLC
4136 California Ave SW #2 · Seattle, WA 98116

DBE WBE Micro

Online lids.launchindustries.biz
hello@launchindustries.biz
(206) 552-0380

Launch Industries · Brand Kit · 2026 01

Launch Industries · LIDS Contents

Contents

What's in this book

Eighteen pages covering the wordmark, color, type, components, dark mode, icons, voice, and the token system that holds it all together. Everything you need to make something that looks like Launch.

CoverThe brand book, openedp. 01
ContentsThis pagep. 02
About LaunchWho we are, what we do, why this existsp. 03
Brand DNAFour shapes, four colors, one squarep. 04
LogoWordmark, icon, clear space, usagep. 05
Color · PrimariesFive hues with hex, tonal companions, rulesp. 06
Color · Surfaces & intentThree canvases; semantic role > raw hexp. 07
Typography · FamiliesPP Formula and its supporting handsp. 08
Typography · HierarchyDisplay, H1, eyebrow, lede, body, quotep. 09
ComponentsButtons, badges, cards, inputsp. 10
Dark modeSame components, dark canvasp. 11
Icons & spacing4-pt grid, Lucide library, marquee tilesp. 12
The token systemWhat it is, why we use it, how it worksp. 13
VoicePlainspoken and confident; do's and don'tsp. 14
PhotographyReal people, real shops, brand drawn on topp. 15
Companion brandsLMC, Launch Learning, and what comes nextp. 16
ColophonHow to reach us, what to ask forp. 17

Launch Industries · Brand Kit · 2026 02

Launch Industries · LIDS 03 · About

03 · About Launch

A Seattle social enterprise, built for small-business operators

Launch Industries was founded in 2022 to take the back-office work off small-business and nonprofit owners, so they can spend their time on the floor, with their people, running the thing they came to run.

We're a social enterprise. We measure success by whether people enjoy their jobs and their companies, and by whether conditions let them make the difference they're out to make. People, the Planet, and (then) Profit, never profit at the expense of the other two.

Direct Client Services. Back-office work delivered to operators who come to us directly: bookkeeping, payroll, HR, startup support, tech automation, marketing. Most small businesses can't afford a CFO, a head of HR, and a marketing lead — but they can afford one partner who handles all of it.

Technical Assistance Programs. Free consulting delivered under public-sector partnerships. Cities and counties fund the work, we deliver it; same playbook, no cost to the operator who qualifies.

DBE, WBE, and Micro-certified. The certifications signal who we are: a small, woman-owned business helping other small businesses do the work.

Better together

Not decoration. How the work runs — your team and ours, side by side, building the kind of company you'd want to work at.

02.2 · What we do

01Startup support

02Bookkeeping

03Finance

04Payroll & benefits

05Human resources

06Operations consulting

07Organization development

08Technology & automation

09Marketing

10Websites

11Washington registered agent

Where we are

4136 California Ave SW #2
Seattle, WA 98116
(206) 552-0380 · hello@launchindustries.biz

DBE WBE Micro

Launch Industries · Brand Kit · 2026 03

Launch Industries · LIDS 04 · Brand DNA

04 · Brand DNA

Four shapes, four colors, one square

The icon is a 2×2 quadrant of corner-bracket-and-dot shapes — yellow, red, green, teal — locked to position. It reads as parts that combine into a system. The wordmark stacks "Launch / Industries" in a heavy industrial sans, with one load-bearing detail: the red tittle on the lowercase i.

Spark — top-left, yellow

The starting energy. The reason small operators light the thing up in the first place.

Signal — top-right, red

The one critical thing. Carries the red tittle in the wordmark and the dot in the tagline.

Growth — bottom-left, green

Go, success, money-up. Where the work pays off.

Clarity — bottom-right, teal

Information, calm, the cool head. What it feels like when the back office is handled.

04.A · Position is fixed

Quadrants don't move

Yellow top-left, red top-right, green bottom-left, teal bottom-right. The icon never rotates and the colors don't swap.

04.B · All four — only in the mark

Pick one or two outside the icon

The icon is the only place all four colors appear together. On every other surface, choose one or two plus ink and paper.

04.C · The red dot is load-bearing

One signal moment per page

The red tittle on the i, the dot after "together," the divider beside an eyebrow — one critical red moment per surface.

Launch Industries · Brand Kit · 2026 04

Launch Industries · LIDS 05 · Logo

05 · Logo

The wordmark, with room to breathe

Clear space is the height of the lowercase n in Launch on every side. Minimum size: wordmark 120px wide, icon 24px square. Use the white version on dark surfaces.

05.1 · On light

05.2 · On dark

Clear space

The height of the lowercase n in Launch, on every side. Nothing crowds the mark.

Minimum size

Wordmark: 120 px or 1 in wide. Icon-only: 24 px or 0.25 in square.

Don't

Don't recolor, stretch, outline, gradient, drop-shadow, or rotate. Don't separate the red tittle from the i.

Launch Industries · Brand Kit · 2026 05

Launch Industries · LIDS 06 · Color · Primaries

06 · Color · Primaries

Five hues, one rule

Yellow, red, green, and teal are sampled from the icon mark. Never use all four together outside the logo — pick one or two per surface, plus ink and paper. Collaboration blue is the 5th hue, outside the icon palette: a bold accent we reach for when something needs extra oomph.

06.1 · Spark #FFD100

Spark yellow --li-yellow

Default accent. Energy. The "launch" hue.

100 / 500 / 700

06.2 · Signal #F9465C

Signal red --li-red

The red dot. One critical thing per surface.

100 / 500 / 700

06.3 · Growth #14D592

Growth green --li-green

Go, success, money-up.

100 / 500 / 700

06.4 · Clarity #51D9DD

Clarity teal --li-teal

Information, calm states, secondary highlights.

100 / 500 / 700

06.5 · Oomph #2D4DFF

Collaboration blue --li-blue

Outside the four-quadrant icon palette. A 5th color we reach for when something needs extra punch — a hero accent on a non-yellow surface, a stand-out CTA, an emphasis pill. Use it sparingly; never in the icon mark.

100 / 500 / 700

Launch Industries · Brand Kit · 2026 06

Launch Industries · LIDS 07 · Color · Surfaces & intent

07 · Surfaces & semantic intent

Three canvases. Roles, not hex.

Pure white for product UI. Warm paper for marketing and editorial. Ink for the one full-bleed dark moment per page. In product code, reach for the semantic name — not the raw hex.

--bg-1 · Product UI Pure white Ink-1000 text. The default canvas inside apps.

--paper · Marketing Warm off-white #FBF9F4. Editorial, brand pages, decks.

--bg-ink · Hero / footer Ink black One full-bleed per page, max. Punch, not texture.

Semantic intent — map roles, not hex

Primary actionDefault CTAs · confident black Buttons, links, primary nav --intent-primary

AccentThe spark · single-moment highlight Hero accents, highlighters --intent-accent

SuccessGrowth, completion, money-up Confirmation, "go" states --intent-success

DangerThe signal · the load-bearing red Errors, destructive actions --intent-danger

InfoCalm states · supporting highlights Tooltips, neutral notices --intent-info

Neutrals — warm-cool ink

1000

900

800

700

600

500

400

300

200

150

100

050

Launch Industries · Brand Kit · 2026 07

Launch Industries · LIDS 08 · Type · Families

08 · Typography · Families

PP Formula, plus the supporting hands

PP Formula carries the workhorse load — sixteen cuts cover everything from eyebrows to display. Two hand-drawn faces sit alongside it for the brand's one playful word per surface: Market Pro for the canonical "together" lockup, Permanent Marker for everything else. Instrument Sans is the documentary substitute where PP Formula can't go.

08.1 · Primary face · 16 cuts

PP Formula

Build, ship, run a small business

Geometric, slightly industrial, with great heavy weights. Extrabold for headlines, Regular for body, Narrow Semibold for eyebrows.

08.2 · Display · extreme condensed

PP Formula Compressed

Better together

Reserved for big display moments — hero headlines, posters, slide titles. Black weight only.

08.3 · Brand-signature script

Market Pro

together

Use Market Pro only for the canonical "together" lockup — the brand's most expressive moment. Its character pairs are tuned for that single word; don't reach for it on others.

08.4 · Alternate hand

Permanent Marker

Launch · joy · build

Use Permanent Marker for any other casual, hand-drawn word — especially pairs Market Pro can't render cleanly (notably u/n, u/m, like in "Launch"). One per surface. Shared across our sister brands.

08.5 · Documentary face · where PP Formula can't go

Instrument Sans

Build, ship, run a small business

Use Instrument Sans wherever PP Formula can't go — Google Docs, Sheets, Slides, embedded forms, contracts, anything we don't fully control. Free from Google Fonts, shares the geometric posture of PP Formula, reads as our voice without forcing a font upload.

Launch Industries · Brand Kit · 2026 08

Launch Industries · LIDS 09 · Type · Hierarchy

09 · Typography · Hierarchy

Three weights carry the page

Extrabold for headlines, Regular for body, Narrow Semibold for eyebrows. Don't reach for a fifth weight.

DisplayPP Formula Extrabold112 / 1.04 / -0.02em--fs-112 · --font-display

Launch the next thing

H1PP Formula Extrabold64 / 1.04--fs-64 · --font-sans

A studio for builders

H3PP Formula Extrabold28 / 1.18--fs-28 · --font-sans

What we make

EyebrowPP Formula Narrow Semibold13 / +0.12em / UPPER--fs-13 · --font-narrow

Featured · Spring 2026

LedePP Formula Light20 / 1.65--fs-20 · --font-sans

A studio for people who'd rather build than wait. We take the back-office work off small-business operators.

BodyPP Formula Regular16 / 1.5--fs-16 · --font-sans

Launch Industries is a Seattle-based small-business consulting social enterprise, founded 2022. We take the back-office work off small-business and nonprofit operators so they can run their businesses.

QuoteMarket Pro Regular24–40 / 1.18--font-script

Better together

Launch Industries · Brand Kit · 2026 09

Launch Industries · LIDS 10 · Components

10 · Components

Buttons, badges, cards, inputs

A small kit of confident, geometric components built from the tokens. Black for primary actions; yellow for the one moment per page that deserves a punch.

Buttons

10.1

On hover: Primary lifts and shifts to --ink-700. Accent deepens to --li-yellow-700 and the red glow grows. Outline fills in to black. Ghost picks up an --ink-100 wash.

Badges

10.2

Active Featured Info Action needed

Mostly black-and-paper with one small brand-color status mark. The system reads as Launch before it reads as generic UI.

Service card

10.3

— 03

Bookkeeping

Clean books, on time, every month. We pick up the close so you can stay on the floor.

1.5px black hairline, --r-16 radius, brand-color icon tile, mono catalog number. Hover lifts translateY(-3px).

Input

10.4

Email

We reply within one business day.

Focus uses a 2px yellow outline with 2px offset. Never remove focus.

Launch Industries · Brand Kit · 2026 10

Launch Industries · LIDS 11 · Dark mode

11 · Dark mode

When the room goes dark

Same components, dark canvas. Page background is --ink-1000; raised surfaces use --ink-900; borders use --ink-700. The components flip; the rules don't.

Logo on dark

11.1

On dark, always use the color shapes with white lettering variant. The quadrant colors stay vibrant; the wordmark stays legible.

Surface scale

11.2

Page--ink-1000 · #0A0C10

Raised--ink-900 · #14171D

Overlay--ink-800 · #1F242C

Border--ink-700 · #353C47

Four-step ladder: page → raised card → overlay → border. Don't go lighter than 700 for borders.

Buttons on dark

11.3

Primary inverts to white-on-ink. Yellow accent still carries the once-per-page punch. Outline becomes a white hairline.

Card on dark

11.4

— 05

HR & people ops

Hiring, onboarding, handbook, performance — the people work that keeps a team running.

Surface flips to --ink-900 with a 1px --ink-700 hairline. Brand-color icon tiles stay full saturation.

Badges on dark

11.5

Default Active Featured Info Action

Tonal -100 fills already pop on dark — no recolor needed. Default badge swaps to ink-800 so it still reads as a neutral chip.

Brand colors on dark

11.6

FFD100

F9465C

14D592

51D9DD

2D4DFF

All five hues hold saturation against dark — no recolor for accessibility. Yellow / green / teal carry ink text; red and blue carry white.

Launch Industries · Brand Kit · 2026 11

Launch Industries · LIDS 12 · Icons & spacing

12 · Spacing & iconography

A 4-pt grid and Lucide

Every spacing token is a multiple of 4. No off-grid values. Icons are stroke-only Lucide at 1.75px, sized 20 in body, 24 in nav.

Spacing scale

sp-1 · 4

sp-2 · 8

sp-4 · 16

sp-6 · 24

sp-8 · 32

sp-12 · 48

sp-16 · 64

sp-24 · 96

Marquee icon tiles

For feature illustrations, drop a Lucide icon into a 64px brand-color square at --r-12 radius. White icon on red and blue; ink icon on yellow, green, teal.

Library starter set

Lucide icons sit in currentColor — the canvas sets the hue. Use sparingly; one per card, one per nav item.

rocket

calculator

users

briefcase

trending-up

megaphone

zap

handshake

check

arrow-right

star

sparkles

leaf

store

building-2

message

Launch Industries · Brand Kit · 2026 12

Launch Industries · LIDS 13 · The token system

13 · The token system

One source of truth, everywhere we build

A design token is a named decision — "primary action color is ink-1000" — saved as a CSS variable instead of a raw hex. Every Launch surface (website, portal, decks, emails) imports the same token file. Change a token in one place; the whole system updates. That's why everything feels like it belongs to the same brand.

The token file is the brand

The canonical token file is colors_and_type.css. It declares every brand color, font, weight, spacing step, radius, shadow, and easing curve as a CSS custom property. Anything that's about to enter the brand starts there.

/* colors_and_type.css */
--li-yellow: #ffd100;
--intent-accent: var(--li-yellow);
--font-display: "PP Formula Condensed";
--sp-6: 24px;
--r-12: 12px;

Layer 01 · Primitives

The raw values

Hex codes, pixel sizes, font files. Defined once, never inlined into a component.

--li-yellow: #ffd100;

Layer 02 · Semantic

Role-named aliases

What the primitive is for. Survives theme changes; primitives don't.

--intent-accent:
var(--li-yellow);

Layer 03 · Component

What you actually use

Components reach for the semantic name, never the primitive. Swap a theme without touching code.

.btn-accent {
background: var(--intent-accent);
}

The rule

Do color: var(--intent-success);

Reach for the semantic role. If we re-theme later (high-contrast, a sub-brand, dark mode) the role still works.

Don't color: #14d592;

Inlining the hex skips the system. The next person can't tell which green this is, or what it means.

Launch Industries · Brand Kit · 2026 13

Launch Industries · LIDS 14 · Voice

14 · Voice

Plainspoken and confident

Sentence case. "You" first, "we" second. Optimistic without being precious. A wink, not a joke. One small playful detail per surface — not a stand-up routine.

DoSounds like Launch

"Better together."
"Nothing here yet. Start something."
"That didn't go through. Try again, or tell us what broke."
"12 ventures. One studio."
"Build, launch, ship, run, make."

Don'tDoesn't sound like Launch

"Empowering world-class solutions."
"Ready to launch?" headlines aren't questions
"Synergize, leverage, ideate, unlock."
"Fast, simple, beautiful, modern" pick one
Emoji on any polished surface.

11.A

Sentence case

Headlines, buttons, labels. Title case feels like a memo from a bank.

11.B

You first

"Your books," "you'll get a draft." We come second.

11.C

One detail

One Market Pro word, one red dot, one playful aside per surface.

11.D

Pick one

"Fast, simple, beautiful, modern" is four promises and a stack of nothing. Choose.

Launch Industries · Brand Kit · 2026 14

Launch Industries · LIDS 15 · Photography

15 · Photography

Real people, real shops, with the brand drawn over the top

Launch's photography is a collage system — real workplace photos with brand-color blobs, dots, and hand-drawn marks layered on top. Subjects are real Seattle small-business operators, not stock. Daylight, real desks, real shops. The shapes do the brand work; the photo does the truth-telling.

Real expression on a teal collage ground

Real expression · brand ground

Operators · yellow

Shapes layered in

Real, not stock

Actual operators in actual rooms. Daylight when possible. No corporate handshakes, no white-cube product shots.

One ground per image

Yellow, red, green, or teal as the saturated background. The image gets one — not all four.

Shapes do the brand work

Brand-color blobs, dots, and the four icon shapes layer on top. The photo carries the truth; the shapes carry the brand.

Launch Industries · Brand Kit · 2026 15

Launch Industries · LIDS 16 · Companion brands

16 · Companion brands

Built under one roof, one name

Anything Launch builds carries "Launch" in the name — it's how operators know it's part of the family. Each companion gets its own design system that inherits the LIDS foundations (type, spacing, voice) while taking on its own color and personality.

16.1 · Sister brand · Live

LaunchMyCannabiz

The cannabis-operator arm. Same back-office playbook, industry-specific compliance and language. Teal cannabis-leaf mark; "My" in shared Permanent Marker — the connective hand across the family.

16.2 · Sister brand · Live

Launch Learning

The education arm — courses, workshops, curriculum. Book mark in collaboration blue with a yellow + teal "L" inside, and the load-bearing red dot carries over to the i in Learning.

Launch ___Your next companion brand

16.3 · Naming rule

Carries "Launch" in the name

Every companion brand begins with or contains Launch. The shared name is how the family stays legible to operators and to the certifications we hold.

Launch Industries · Brand Kit · 2026 16

Launch Industries · LIDS 17 · Colophon

17 · Colophon

Use it. Bend it. Ask us.

This kit is the print-companion to the live design system at lids.launchindustries.biz, where every component, token, and asset can be copied directly. When in doubt, the live site is the source of truth; this PDF is the field reference.

Live system

lids.launchindustries.biz

The canonical, always-current design system. Tokens, components, motion specs, and downloadable assets.

Questions, requests, exceptions

hello@launchindustries.biz

(206) 552-0380

For asset requests, brand reviews, or a companion-brand kick-off.

Files

Fonts, logos, color swatches, and photo treatments live in the LIDS site's assets directory.

Companions

LaunchMyCannabiz · brand-lmc.vercel.app

Launch Learning · coming

Launch Industries · Brand Kit · 2026 17

lids.launchindustries.biz · Edition 2026.05
Built in Seattle by Launch Industries LLC. Updated as the brand grows.

Launch Industries · Brand Kit · 2026 18