FINCA: Decisions Log
Format: one line per decision. Add to the TOP. Status values: PROPOSED · APPROVED · ON HOLD · REVERSED
2026
| Date | Decision | Owner | Status |
|---|---|---|---|
| 2026-05-16 | Adopted founder-friendly folder system: 4 START_HERE docs at root, kept 00–11 numbered structure, added 12_Partnerships, 13_Community, 14_Press-and-Proof. Filenames left untouched. | Claude (org pass) | APPROVED |
| 2026-05-16 | Cleaned 05_Decks/00_Current-Decks/, kept only latest version of each deck; archived V1, V2, V5, V6, V8 Founder Kickoff + Masterplan KickOff v1 + .bak file to _Archive-Old-Versions/. |
Claude (org pass) | APPROVED |
| 2026-05-15 | Quarantined ~1.4 GB of duplicate images, system junk, old node_modules, obsolete versions into _QUARANTINE_2026-05-15/. Pending: drag to Trash when ready. |
Cleanup pass | PROPOSED |
| 2026-05-15 | Reorganised top level into numbered 00–11 folders with per-folder _Archive-Old-Versions/. |
Cleanup pass | APPROVED |
| · | Approved logo: "04 Tucked C" FC monogram + FINCA wordmark. Tribe Circle marks rejected. | Founders | APPROVED |
| · | Approved typography: Canela serif + Acumin Pro sans. Montserrat + Playfair retired (archived in 10_Assets/06_Fonts/Archive/). |
Founders | APPROVED |
| · | Approved colour: parchment background + gold accent #C6B27A. Earlier burgundy/Georgia direction superseded. |
Founders | APPROVED |
| · | Approved social handle: @fincasocialclub (owned). NOT @lafinca.socialclub. |
Founders | APPROVED |
| · | Approved name: FINCA Social Club. Founding 100 model approved. | Founders | APPROVED |
| · | Approved community legacy: La Finca Social Club Meetup (~5,000+) is OURS, treated as legacy community, not competitor. | Founders | APPROVED |
| · | Brand voice frames approved: "soft landing", "cultural bridge", "come alone, leave known", "new here, known here", "become a regular". | Founders | APPROVED |
Still open, needs a decision
| What | Why it matters | Likely owner |
|---|---|---|
| Final membership pricing | Can't ship pricing page or sponsor decks without it | Mike + Michelle |
| Final membership tiers | Same | Mike + Michelle |
| Launch + close dates for Founding 100 | Drives the entire 90-day content calendar | Michelle + Michael |
| Founder roles + lanes (final) | Draft exists in 00_README/FOUNDER_LANES.md, needs sign-off |
All three |
| Partner stack for Mexico-City open house | Venue + sponsor + media partner unconfirmed | Mike |
| Whether to publish a public Manifesto separate from the deck | Affects website IA | Michelle |
How to add a row
Copy a row above, change the date and content, set status, add to the top. If the decision changes something brand-related, also update 00_BRAND_RULES.md.
FINCA: Current Brand Rules
Last updated: 2026-05-16 Approved by: Michelle, Mike, Michael
This is the single source of truth for what's on-brand and what isn't.
When in doubt, this file wins. If you disagree, update it and log the change in 00_DECISIONS_LOG.md.
The logo, only one is approved
APPROVED: the "04 Tucked C" FC monogram + FINCA wordmark.
- Master files live in
02_Brand/Approved_Logo/. - Until the final vector files are delivered, the canonical reference is §Logo in
02_Brand/FINCA_Brand_Guidelines_v4.pdf. - Use the FC monogram on its own for app icons, social avatars, merch.
- Use FC monogram + "FINCA" wordmark together on decks, website headers, and external materials.
NOT APPROVED, do not use anywhere:
- The Tribe Circle marks (any version)
- Older "F in a circle" concepts
- The AI-generated brand boards in
10_Assets/01_Curated-Library/01_Brand_Boards_and_Logo_System/, these are exploration only and contain non-approved logo concepts. They are kept for moodboard reference, not for use. - Any older logo from brand guidelines v1, v2, or v3 (those guidelines are archived in
02_Brand/_Archive-Old-Versions/).
If a vendor or designer asks "which logo?", send them 02_Brand/Approved_Logo/ (or §Logo of the v4 guidelines until the assets are in that folder).
Colour
Canonical reference: 02_Brand/Brand-System/FINCA_brand_tokens.css.
- Parchment, primary background, warm off-white.
- Gold accent ·
#C6B27A(Volume 02 deck). - Use these everywhere. Earlier burgundy + Georgia treatments are superseded.
Typography
Canonical fonts live in 10_Assets/06_Fonts/. CSS variables in 02_Brand/Brand-System/FINCA_fonts.css.
- Serif (display + headings): Canela, including Canela Deck for large display sizes.
- Sans (body + UI): Acumin Pro.
- NOT APPROVED, do not use: Montserrat, Playfair (both in
10_Assets/06_Fonts/Archive/, kept for reference only).
Voice
Approved frames (use these): soft landing, cultural bridge, "come alone, leave known", "new here, known here", become a regular.
Tone: warm, premium, measured, hospitality-first, calm. Not corporate. Not chaotic. Not edgy-dark.
Detailed rules and the "doctrine vocabulary" (No Lost People, Third Event Rule, Belonging Concierge, Social Weather Report, etc.) live in 02_Brand/Brand_Voice/ (READMEs point to canonical sources).
Never in body copy: - Named competitors - Hard pricing or single-number KPIs (use ranges, hedge tactical claims) - Unsubstantiated luxury or exclusivity claims
Brand "feel", what we are and aren't
| We ARE | We ARE NOT |
|---|---|
| Premium, modern, minimal, tasteful | Corporate, sterile |
| Warm, hospitality-first | Edgy, cold, ironic |
| Cultural bridge, international | Expat-only, foreigner-coded |
| Calm, organised, deliberate | Chaotic, hype-driven, urgent |
| Fashionable, considered | Trend-chasing, throwaway |
Approved name and handles
- Brand name: FINCA Social Club (capitalised "FINCA")
- Social handle:
@fincasocialclub(owned) - NOT:
@lafinca.socialclub(not ours, do not use) - Meetup group: La Finca Social Club (owned, legacy community ~5,000+)
What is NOT yet finalised (do not hard-code in shipping assets)
- Final membership pricing
- Final membership tiers
- Final launch / close dates
- Final partnership terms
- Final app feature list
If you need to mock something up, use placeholder copy and flag it in the file. Final commitments only go into shipping assets after they land in 00_DECISIONS_LOG.md with an "APPROVED" status.
When this doc is wrong
Update it. That's the whole point. Then add a line to 00_DECISIONS_LOG.md saying what changed and why.