Accounting that
grows with you.
Brand Identity — the look, voice and values behind Igdrasil.
v1 working draft · derived from igdrasil.se · everything here is editable
This is a living draft.
Colours, logo and type are proposals derived from the website — meant to be challenged and changed. A lot will move in the coming days; this deck is built to move with it.
One source of truth
This deck is a view. The canonical brand lives in brand-identity.md and
tokens.json — read those to change anything.
Built for people & agents
Plain text and tokens that humans skim and AI tools parse — so everything we ship stays on-brand.
Edit without fear
Every fact lives in one place. Change a colour, a value or a tagline without breaking the rest.
What Igdrasil is
AI-first, proactive accounting software for Swedish businesses — bookkeeping, invoicing, payroll, VAT and reporting, closed proactively and explained in plain language.
Igdrasil ← Yggdrasil
Igdrasil echoes Yggdrasil, the Norse world-tree that connects everything it touches — roots that hold, a trunk that supports, steady growth.
It reframes accounting as the thing that helps a business grow with clarity — not a chore at the bottom of the list.
Where we're headed
Make bookkeeping accessible, proactive and actually useful — so financial clarity never requires a finance degree.
A future of daily-closed books: invoices, receipts and reconciliations handled in real time, turning numbers into action.
What we stand for
Proactive
Anticipate, don't react. Flag what matters before it becomes a problem.
Accessible
Plain language, fair pricing. Clarity for owners, not just accountants.
Effortless
Calm by default. No spreadsheets, no jargon, no scramble.
Open
AI-first and API-first. Built to be inspected, extended and trusted.
Where we sit
For Swedish founders who find bookkeeping a stressful chore, Igdrasil is AI-first accounting that closes the books proactively and answers in plain language — so finance becomes a source of clarity, not anxiety. Unlike legacy tools bolted onto spreadsheets, Igdrasil is automated and agent-native from day one.
Founders & SMBs
Time-poor, finance-light, growth-minded.
Bookkeepers
Want the busywork automated — not their judgement.
Agents & devs
Building on the API-first, MCP-ready platform.
How we sound
Calm · Clever · Grounded · Warm. A sharp friend who happens to know Swedish tax law — never the auditor across the desk.
Say
- Plain, concrete, founder-to-founder
- Calm, sourced, reassuring
- Short and active
Don't say
- Jargon dumps without a translation
- Hype, buzzwords or fear-based pitches
- Stiff, corporate, passive voice
Accounting that scales with you.
Primary tagline
Proactive bookkeeping. · Your books, handled by agents. · Clarity without a finance degree.
Proactive bookkeeping, built in Stockholm.
AI-first accounting software for Swedish businesses — automating bookkeeping, invoicing, payroll, VAT and reporting so founders get clear, proactive answers without the spreadsheets.
The mark
A "growth" mark — canopy, trunk and roots — paired with the Igdrasil wordmark. Lockups: primary, reversed (for dark UI), mark-only (avatar / favicon).
Don't stretch or recolour outside the palette. No effects, outlines or shadows. Clear space ≥ the height of the mark. Avoid busy or low-contrast backgrounds.
Meadow greens, amber spark
Let Pine dominate. Moss & Sprout carry secondary UI. Amber is a highlight only — the owl's eye, never a wall of yellow. Click any hex to copy.
One calm typeface
A clean geometric grotesk (Inter, or similar) for everything; a monospace (JetBrains Mono) for code and agent surfaces.
Numbers & currency
1 234 567,89
1 234,50 kr
25 %
−1 234,50 kr
1,234,567.89
SEK 1,234.50
25%
−1,234.50
Match the reader's locale; use tabular figures so columns align. Dates are ISO (2026-06-14).
→ full rules in brand-identity.mdLogos & assets
The brand's visual assets and where they live in the repo — open the exact file on GitHub, or copy its link. (Placeholders for now — swap in official artwork.)
Nature and light
Meadows, soft Nordic light, open skies — optimistic and calm. Real product UI shown clean on light. Whitespace does the work.
Do
- Real product UI, clean on light
- Natural textures — wood, leaf, paper, sky
- Calm density; one number as the hero
Avoid
- Finance clichés — coins, handshakes, suits
- Heavy stock photos, busy gradients
- Cold corporate blues
The brand at work
Teach, don't sell
LinkedIn-first. The Owl hosts tips. Pine canvas, one amber highlight, one idea per post. Build in public. SV + EN.
Calm & spacious
Meadow hero, one clear headline. Show the product and the Owl. Earn trust early. Speak to agents too.
Calm density
Lots of data shown gently. The Owl as copilot. Status pills carry state without alarm. API-first, MCP out of the box.
The canonical brand
This deck is the overview. For the detail — and to change anything — go to the source files.
Voice, values, messaging, applications→ tokens.json
Colours, type scale, structured data→ messaging/post-templates.md
Copy-paste social & outreach posts→ AGENTS.md
Entry point for AI agents→
Igdrasil — v1 working draft · expect this to grow.