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Crop your logo
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The system reads palette, voice, posture, and atmosphere from your references — together. Strong references show the FEEL of the brand you want to build. Weak ones show competitor products, stock photos, or random screenshots.
Magazine pages where type, image, and white space carry the brand's voice together. Considered hierarchy. Tactile paper feel.
Best for: sage, ruler, editorial-leaning brands.
Search: "Kinfolk spread", "It's Nice That layout", "Apartamento magazine page"
Wide-shot photographs of a real brand environment — a store interior, a gallery, a workshop. Carries material + light + intent without literal product photos.
Best for: caregiver, lover, explorer.
Search: "Aesop store interior", "Le Labo shop photo", "brand environment photograph"
A brand book page that shows logo + palette + type together. The clearest signal density — the system reads the whole identity register at once.
Best for: any archetype wanting a structured read.
Search: "Pentagram identity page", "Collins brand book", "Manual on Brand"
A single illustration that demonstrates a brand's drawn style — line weight, palette, mark-making. Not a doodle; a piece that signals craft.
Best for: jester, magician, innocent, illustration-led brands.
Search: "Mailchimp illustration system", "Headspace style frame", "warm watercolor illustration"
A poster, cover, or page where type does most of the work. Hierarchy, weight contrast, considered letterforms. Minimal supporting imagery.
Best for: hero, ruler, sage, typography-led brands.
Search: "Monocle magazine cover", "Working Not Working poster", "typographic editorial cover"
Paper grain, fabric weave, ink bleed, organic textures. Teaches the system the brand's material register without showing any product.
Best for: caregiver, explorer, artisan-leaning brands.
Search: "Aesop packaging close-up", "letterpress texture", "paper grain photograph"
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Describe the move you'd like to make with your brand. Paul reads every note personally and will follow up with a path forward — even if it's not yet built into Brand Builder.
Every other asset we'll generate — palette, type, website, deck, email, business card — needs a visual spine to coordinate against. This step picks that spine.
Each option here is a visual identity direction — a different palette, type, corner-radius, and type-stance combination, with a logo present as the anchor so you can compare the three side-by-side. The logo's job here is to make the comparison concrete, even if you didn't ask for a logo in your final deliverables.
This is a directional starter, not a final brand. The mark, the palette, the type — every piece of the spine is a strong first read, but two founders with different products could land on the same mark or palette here. Plan to refine the logo and the rest of this identity spine with a designer or another tool when you're ready to make it uniquely yours.
A short walkthrough from a brand designer explaining what to look for on this step.
No brand pages yet. Brand pages you publish from a brand suite will show up here.
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