Six stages, and each one reads the last.

You write a brief. A few sentences about the company, its trade, its tone. The generator returns a wall of real marks, and you keep the ones worth keeping and refine them until one is right.

Reads: your brief.

Full colourways are built around the mark you kept, rather than offered as a swatch picker sitting next to it. Every colour is chosen to work with the shape it has to live beside.

Reads: the mark you kept.

Type pairings are proposed against the mark and the palette. You are choosing a voice for the words that will sit next to your logo, not browsing a font list.

Reads: the mark, the palette.

The words. Positioning, tone of voice, and the lines you will reuse on your site, your deck and your profiles. Written from your brief rather than from a template.

Reads: your brief, and the identity so far.

The identity photographed on the things your customers actually see. Signage, packaging, screens, print, chosen for your trade rather than from a generic set.

Reads: the mark, the palette, the type.

Everything above, assembled into a brandbook document and a folder of files in every format you need. This is the thing you hand to a developer, a printer, or a client.

Reads: all five stages before it.