Brand & logo builds the mark and the system around it — logo concepts, the type and color rules, and the brand board that lays it all out. It's the template for identity work: a mark plus the kit that tells the rest of the product how to use it.
What a brand run builds
Brief it like an identity project — "a mark for a tea subscription: quiet, botanical, a little literary" — and the agent builds the board: logo concepts, the type system, the palette, usage rules. The result opens on the brand board, the dedicated viewer that lays the whole system out at once — marks, specimens, swatches, rules.
The marks are real vector work in the project files — not rasterized pictures — and the board is the working surface: steer a concept, compare two takes, see the system as a system.
What's on the board
- Logo concepts — the mark takes, usually several directions
- Type system — display and body specimens with the scale
- Palette — swatches with the values, light and dark
- Usage rules — clear space, minimum sizes, don'ts
It's the same content a human designer's first-pass board carries — built to be argued with, not printed as final.
Steering a brand
Identity steering is still steering:
- ⌥-click a mark or a type block, comment on the exact part ("the mark's bowl feels too round")
- Follow-ups for a direction ("more literary, less botanical")
- Variants for two different mark directions on the same brief
- Versions to keep an early board while exploring another take
The gate checks it like any result — contrast on the palette, type sizes that survive small uses — because a brand kit is a system other work builds on, not just the mark at the top.
What it's good at
- Identity first passes — the concepts and the system around them
- Brand refreshes — a new take on an existing kit
- Product-level brands — the palette and type for a side project
- Design-system seeds — the tokens the rest of the product inherits
3D object · Devin · swe-2-max · 14 min
Atelier Watch Configurator — A luxury watch built from primitives — swap case, dial, strap; the hands show real time.
▸ the prompt that made it▾ the prompt that made it
“Build a luxury watch configurator page. A 3D watch built from primitives (case, bezel, crown, lugs, dial, indices, hands, strap) on a soft studio set with contact shadows and an environment map for believable metal. Options: case (steel, rose gold, titanium), dial (white enamel, blue sunburst, meteorite texture made procedurally), strap (leather in 3 colors, steel bracelet), and a caseback engraving (text, up to 20 characters, shown when the watch flips). The hands show the real current time and the second hand sweeps. Include a macro zoom button, a price that updates (starting $2,400), a specification table, and a 'Reserve' CTA. Quiet-luxury direction: square corners, slow easing, serif headings, very little text.”
Exporting
The board exports as PNG or PDF for sharing; the marks and tokens export as files for handoff — the same assets a brand folder carries. The project stays live for the next steer or the next version.
Tip: Ask for the system, not just the mark — "the mark plus the type and color rules" lands a usable board; a mark alone is a concept with no rules, and the rules are what the rest of the work actually uses.