Real public-domain silhouette of the contiguous 48. The shape is "the 48" — the thing your customer is outside of.
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CONCEPT 1 — the shape, four ways
The raw silhouette, in your palette
The exact swatches you named: blue-on-white, white-out-of-black, "48" knocked out of the shape, amber-out-of-blue. Same shape, different jobs.
blue on white
white out of navy
"48" knocked clean out
amber "48" on blue
Read: The knockout (3rd) is the most "logo" — the white "48" punched through the states reads instantly and works on any background. The amber-on-blue (4th) is warmer and more brand-coloured but the amber can vibrate on the blue at small sizes. The knockout is the one to develop.
CONCEPT 2 — the standalone mark
The favicon / phone-home-screen icon you've been missing
Rounded tile, states knocked out, "48" punched through. This is the thing that replaces the orphaned package icon — and it survives all the way down to 32px.
200px · 96px · 32px
Read: Faint US-shape ghosted behind a bold "48". At 32px the map dissolves but the "48" holds — which is exactly right: up close it's clever, far away it's legible. This is a real, ownable app icon.
CONCEPT 3 ⭐ the idea I'd actually fight for
You're not on their map. You're on ours.
The 48 sits there cool and grey — the in-crowd, the "sorry, we don't ship there." The one warm amber dot is you, the island they forgot, out in the Pacific. The dotted line is us, bringing it to you anyway. The whole brand in one picture — no tagline needed.
grey 48 · warm you
on dark
Read: This is the one with a heart. It's not "a logo with a map in it" — it's a tiny story about being overlooked and then reached. The amber dot is the customer and the brand's warmth in the same stroke. It needs the dot placed exactly where Hawaii really sits relative to the coast, and the line drawn with real craft — but the concept is the strongest thing we've made.
CONCEPT 4 — the map as the badge in the lockup
Your literal idea: the states-shape replaces the box
The OUTSIDE lockup, but "the 48" box is swapped for the actual 48-states shape with "48" knocked out — sitting in the pocket between O and E.
Read: Honest verdict — at this size the map turns to mush and you lose both the shape and the "48". It's a lovely idea but the map wants to be a standalone mark (Concept 2/3), not crammed into the wordmark's pocket. Better system: wordmark on its own + the map-icon as the separate app mark beside it. Shown next.
CONCEPT 5 — the lockup that actually works
Icon + wordmark, side by side
The map-mark does the clever bit; the wordmark stays clean and legible. Together they're a proper identity system.
Read: This is the practical answer — the map-icon carries the meaning and works as a favicon; the wordmark stays readable. Clean division of labour. The icon here is rough; final would use the knockout + properly placed amber "48".
My honest take across all five: Concept 3 (the outsider dot) is the one with real feeling — it's the brand, not just a graphic. Concept 2 (the knockout app icon) is the most useful right now — it fills the favicon gap immediately. Concept 4 (map-in-pocket) is the one to drop. I'm now going to go and look at how other brands have pulled off "map-as-logo" so we steal the techniques that work and avoid the traps.