Igdrasil AB Playful brand identity draft - 1.0 - 2026

Brand identity

Accounting that scales with you. Bokforing som vaxer med dig.

A warm AI-native accounting brand: Swedish bookkeeping software made easier to approach, without hiding the records, review states or source-backed answers. Ett varmt AI-native bokforingsvarumarke: svensk bokforingsmjukvara som kanns lattare att ta sig an, utan att gomma underlag, granskningslagen eller kallkopplade svar.

AI accounting software Founders first Owl, tree, meadow

Canonical source: brandkits/playful/brand-identity.md + tokens.json For internal review

Brand thesis

Friendly accounting, without pretending it is magic.

Playful makes Igdrasil feel open and human for founders who do not want accounting to feel like a cold back-office system. The meadow welcomes; the product proves. Playful gor Igdrasil oppet och manskligt for grundare som inte vill att bokforing ska kannas som ett kallt backoffice-system. Angen valkomnar; produkten bevisar.

01

Clarity first

Say what Igdrasil does before owl, tree or meadow language.

02

Warm, not childish

Use friendly character moments to lower friction, not to turn finance into a game.

03

Proof stays visible

Current records, review states and source-backed answers remain the trust engine.

At a glance

Your business, made easier to approach.

The Playful kit uses the original cartoon tree, owl guide and meadow world to make modern accounting feel manageable for Swedish founders. Playful-kitet anvander det ursprungliga tecknade tradet, uggleguiden och angsvarlden for att gora modern bokforing mer hanterbar for svenska grundare.

01

What

AI-native accounting software for Swedish businesses.

02

Who

Founders and small-business owners first.

03

Problem

Stale, scattered books and month-end accounting chaos.

04

Why believe

Source records, review states, Swedish workflows and auditability.

Color system

Pastoral warmth around white product UI.

Paper and Ink carry financial work. Meadow, Sky, Butter and Rose make public and onboarding moments feel softer.

Product surfaces

Use Paper, Ink, Line and Muted for dense tables, status states and review queues.

Brand atmosphere

Use Meadow, Sky, Butter, Rose, Bark and Owl for moments that need warmth.

Paper#FFFFFF

Ink#171915

Cream#FFF9EA

Meadow#9FBF9A

Sky#DDEFF2

Butter#F4D58D

Rose#F3C7C7

Bark#7A5338

Owl#D9B27A

Line#E7E2D7

Typography

Friendly literary voice, product precision underneath.

The display style can feel storybook-warm. The interface must stay calm, compact and legible when the user is reviewing money.

Display / wordmark moments

Aa

Accounting that scales with you.

Interface

Review the missing receipt

Clean rounded sans or system UI.

Data

12 400,00 kr

Tabular figures for amounts and dates.

Tone

Helpful, plain, warm.

Short sentences beat cute explanations.

Messaging system

Warm, clear and tied to the record.

Do

Say the accounting job first. Make next steps feel manageable. Use the owl to nudge and reassure.

Do not

Lead with vague nature metaphors, magic, hype or childish mascot behavior.

Trust line

Every answer tied to the record. Every state reviewable. Every workflow fit for Sweden.

Core message

Use the meadow as backdrop, not the message. The product is still accounting software.

Default public headline Accounting that scales with you. Bokforing som vaxer med dig.

Bookkeeping, invoicing, payroll, VAT and reporting in one current workspace. Bokforing, fakturering, loner, moms och rapportering i en aktuell arbetsyta.

Logo, character, illustration

The owl guides. The tree marks. The product proves.

The Playful world has a cartoon tree mark, owl guide, soft meadow and crisp product surfaces. Character moments support explanation after the workflow is clear.

Guide moment

One receipt needs review.

The owl can explain the state, but the record stays visible.

Core assets

Asset directions

Use the new ideation set for B2B editorial moments, empty states, source-backed answers and onboarding.

Avoid

Busy fantasy forests, mascots doing too much, leaf confetti, fake testimonials, game-like finance UI or vague growth copy before the product is clear.

Product UI principles

Friendly surfaces, serious states.

01

Show processed, matched, missing, review, paid, draft and filed states clearly.

02

Let white product surfaces carry the work. Use Playful color as atmosphere and signal.

03

The assistant can be warm, but it must cite records and make uncertainty clear.

Igdrasil AB 2026-01-01 -> 2026-04-29

Sales--

Costs--

Review3

RecordStatusAmount

Invoice 1048processed12 400,00 kr

Bank matchreview4 280,00 kr

Receiptmissing--

Why is VAT higher this period?

Three paid invoices were posted after the last review. The answer stays tied to records.

INV-1048VAT periodBank feed

Assets, contacts, source

Everything useful stays copyable.

Operational details stay easy to copy: emails, address, website, asset paths and canonical source files.

Contact

Hellohello@igdrasil.se

Supportsupport@igdrasil.se

Legallegal@igdrasil.se

Company

Legal nameIgdrasil AB

AddressKornhamnstorg 61, 111 27 Stockholm

Links

Websiteigdrasil.se

LinkedIncompany/igdrasil-ab

Playful meadow hero

docs/playful/assets/playful-meadow-hero.png

Open

Playful tree mark

docs/playful/assets/tree-placeholder.png

Open

Playful owl guide

docs/playful/assets/owl-placeholder.png

Open

Playful asset ideations

brandkits/playful/assets/playful-asset-ideations/manifest.json

Open manifest

Source files

brandkits/playful/brand-identity.md
Voice, positioning, visual rules, applicationsOpen brandkits/playful/tokens.json
Colours, type scale, structured brand dataOpen brandkits/playful/messaging/post-templates.md
Social and outreach templatesOpen

Next production tasks

Review Swedish copy with native accounting terminology.
Choose final display/interface/data typefaces and licensing.
Turn Playful empty states into product components.
Decide which asset ideations are approved for production surfaces.