The Last50m brand
A calm, trustworthy identity for a product that people rely on to keep vulnerable passengers safe. This page is the single source of truth for our name, logo, colours, type and voice.
01 — The name
Last50m
The last 50 metres is the short stretch between a building and a vehicle — the most overlooked, least-recorded and most safeguarding-critical part of any assisted journey. The name keeps the whole team focused on the moment that matters. The wordmark sets 50 in teal to spotlight the idea.
Written forms: Last50m in prose; last50m as the lowercase wordmark and in the domain last50m.com. Never "Last 50 M", "Last50M" or "L50m". Heritage line, where useful: "Powered by the TaxiTrack dispatch platform."
The mark
An origin dot, a dotted route, and an arrival pin — the journey, completed. Give it room to breathe and never recolour it.
last50m
last50m
Do
Use the navy/teal mark on white, sand or deep-navy backgrounds. Keep clear space of at least the height of the "5" on all sides. Use the supplied SVGs so it stays crisp at any size.
Don't
Don't recolour, rotate, add shadows or outlines, stretch, or place the mark on a busy photo or a low-contrast colour. Don't capitalise the wordmark or split it onto two lines.
Palette
Navy carries trust and calm; teal carries energy and progress. The red–amber–green set is shared directly with the product's live status, so the brand and the app feel like one thing.
Type
We use the system UI font stack — fast, familiar and dependency-free, which keeps the site private and instant to load. Headings are bold with tight tracking; body copy is generous and easy to skim.
How we sound
We speak to people responsible for vulnerable lives. Reassurance beats adjectives, dignity comes first, and we never overstate.
Calm, not hyped
No "revolutionary", no exclamation marks. We lower the temperature; the product's job is to make a stressful moment feel ordinary.
Plain English
Short words and sentences. Active voice. We explain, we don't impress. UK spelling throughout (metres, organise, recognised, programme).
Human & warm
We talk about people — passengers, residents, pupils — never "units" or "assets". Dignity is the through-line.
Specific & honest
Concrete numbers and claims we can stand behind. If we haven't earned a statistic, we don't print it.
We say
"the last 50 metres" · "passenger / resident / pupil" · "a calm, recorded pickup" · "acknowledged in one tap" · "your data stays yours"
We avoid
"last-mile logistics" · "users / units" · "revolutionary AI platform" · "leverage / synergy" · US spellings
Visual language
Outline icons with rounded joins; flat, geometric illustrations in the brand palette — never stock photos of vulnerable people. Marketing buttons and status pills mirror the product, so the two feel continuous.
