FRANKLINDALKE — VISUAL IDENTITY
October 22, 2026

POSITIONING
An intelligence-led business adviser and execution coordinator for independent home-services owners. The general contractor for the business.
Intelligence is the initial product. Broader execution is scoped and added in response to client needs.

PALETTE
Founder's green #203C34 — primary
Forest dark #162C26 — deep background
Parchment #F2EFE7 — main background / reverse type
Limestone #DEDBD0 — secondary background
Weathered brass #9C8964 — decorative accent
Field sage #ADB7A1 — supporting graphics
Carbon #252B27 — body text
Muted #646A61 — secondary text

TYPOGRAPHY
Headings: Georgia, Times New Roman, serif; regular and italic.
UI / body: Arial, Helvetica, sans-serif.
Large editorial headings with tight tracking; practical copy with comfortable leading.

LOGO
Custom FD monogram with architectural framing. Use the name at first introduction.
Minimum framed monogram size: 32 CSS pixels.
Clear space: at least one quarter of the mark width.
monogram.svg is a vector path asset. wordmark.svg uses Georgia system type; outline for final print production if required.

PHOTOGRAPHY
Original AI-generated editorial town image, used as an atmospheric illustration, not a photograph of an FD project or client. Cool silver sky, forest shadows, stone and brick, quiet communities.

USE
Brass is decorative, not normal-size body text.
Use forest/carbon on parchment, or parchment on forest for primary readable pairs.
Keep interfaces restrained. No fictional awards, testimonials, client statistics, heritage dates, or guaranteed outcomes.