From brief to brand kit, step by step
This page describes what each step in the chain does, what it costs, and what it does not do. The limits come last, because they are part of the answer.
Names with a score card, not a word cloud
The naming engine generates in batches, filters hard, and screens only the names worth spending money on. You get 12 names, never more, each with the same score card.
- Pronounceability
- A name has to have one obvious pronunciation. Consonant clusters and ambiguous spellings are filtered out before you see the name.
- Domains
- Availability on .com, .dk, .io and .co is looked up, and parked or premium-priced domains are marked as such instead of looking like a free domain.
- Trademark risk
- Exact and phonetic similarities are searched in the classes you need. The result is shown as green, yellow or red, a screening, not a clearance.
- Meaning
- The name is checked against a list of negative words and unfortunate meanings in the market’s languages before it is proposed.
- Spellability and length
- Short names that can be said out loud on a phone without being spelled are weighted above names that only look good on paper.
- More in the same style
- If you like a name but not enough, you can ask for more in the same style. They are generated as a new beam from the name you pointed at.
A screening is an indication. It says that nothing resembling the name turned up in the relevant registers, but it is not a legal assessment and it does not replace a trademark adviser.
Logos drawn to be used
What is generated is not a picture of a logo. It is vectors, checked by the quality gate and exportable in the formats a brand is actually used in.
The logo types in this version
- Wordmark
- The company name set in typography as the whole mark.
- Works when the name is short and readable on its own. Needs no separate symbol.
- Lettermark
- Two to four initials set together as one mark.
- Works when the name is long, and when the mark has to stand alone at a small size.
- Monogram
- Two to three letters interlocked into a single mark.
- Suits names that should read as a premium brand. Needs care at small sizes.
- Letterform
- One single letter treated as the whole mark.
- Scales furthest down, all the way to a favicon. Needs a letter with a distinct shape.
- Combination
- A symbol locked up with the name.
- The safest choice: works both with and without the name beside it.
The quality gate
Every candidate goes through the same series of mechanical checks before it is shown. The series covers valid SVG, no embedded rasters, colour count, one-colour clarity, stroke weight at both 16 and 512 pixels, legibility as a favicon, no external references and file size.
If a candidate fails a check it gets one targeted repair attempt and goes through the gate again. If it still does not pass, it is discarded. It is not shown with a flaw and a caveat, it is not shown.
No filters, shadows or effects are used that cannot be exported faithfully. A logo has to be reproducible by a cutter, in a newspaper and in a browser without changing along the way.
A brand kit that goes straight into code
The last step derives colour, typography and spacing from the chosen logo and gathers it into files you can use immediately, without installing anything from us.
What the tokens contain
- Colour 11 steps per colour
- Primary, secondary, accent and neutrals as scales with semantic roles: background, surface, text, border, success, warning and danger.
- Dark mode Own mapping
- A separate mapping of the colours onto the dark surface, so dark mode is designed rather than inverted.
- Contrast WCAG 2.2 AA
- Every text/surface pair is checked against WCAG 2.2 AA, and the most important pairs are additionally assessed with APCA where the WCAG ratio misleads.
- Typography 9 steps
- A display and a text font pairing with a modular scale, line heights and letter spacing per step, and fluid sizes via clamp().
- Spacing and radius 4/8 base
- A scale on a 4/8 base and the radius steps the components use, so spacing does not become arbitrary numbers.
The files in the kit
- logo.svg
- SVG
- The chosen logo as clean vector with lockups and colour variants.
- logo.png
- PNG
- Rasterised versions for places where SVG cannot be used.
- tokens.json
- DTCG JSON
- Design tokens in Design Tokens Community Group format.
- tokens.css
- CSS
- The same tokens as CSS custom properties.
- tailwind.css
- CSS
- Tokens mapped to the Tailwind v4 theme.
- favicon.ico
- ICO + PNG
- Favicon in the sizes browsers ask for.
- brandguide.pdf
- PDF, 12 pages
- A short, templated guide to using the identity.
What is not in it yet
The limits are part of the answer. They are here, on the home page and in the pricing review, so nobody has to discover them afterwards.
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No mascots, illustrations or emblems
The logo types included have the highest quality rate. Mascots and illustrations need other generators and come later.
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No domain purchase and no trademark filing
We screen and refer. We do not buy domains and do not file applications, that is a legal and operational task for you or your adviser.
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No public API and no Figma plugin
Tokens can be exported and dropped into a project, but there is no API to call and no plugin to install yet.
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No team roles or comments
The identity is delivered to one account. There are no shared workspaces and no history beyond the latest three candidates.
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No fixed scan cadence
You start each step yourself. Nothing runs in the background, and no credits are spent without you asking.
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No white-label or client skills
Both are planned for agencies, but are not in this version. The Agency subscription currently differs only in the number of credits.
Frequently asked questions about the features
How many logo candidates do I get?
Up to six per direction, including one automatic repair attempt each, for 60 credits. Only candidates that pass the quality gate are shown.
Can I edit a logo after it is generated?
Yes, up to two times per candidate, for 8 credits per change. Every change goes through the gate again, so a correction cannot make the file unusable.
What formats do I get the logo in?
SVG as the primary format, and PNG for places where vector cannot be used. Plus favicon and app icons in the sizes browsers and app manifests ask for.
Can I use the tokens in a project without your tools?
Yes. The files are plain text, JSON and CSS. There are no dependencies, no build step and no telemetry in them.
What does a full run cost?
Typically around 138 credits: 20 for the names, 10 for the directions, 60 for the candidates and 40 for the kit. A new account starts with 50 credits.
When do my credits expire?
They roll for 30 days from the month they belong to. If they run out mid-project you can buy 100 credits for DKK 89.
See the chain run on your own company
Write to us with two sentences about the company, and we will show you what the brief and the names turn into before you decide anything.