Igdrasil · Brand identity
Igdrasil AB Brand identity draft · 1.2 · 2026

Brand identity

Financial clarity, from the roots up. Ekonomisk klarhet, från grunden.

A serious AI-native accounting brand: modern financial software with the depth of an old knowledge system. Ett seriöst AI-native bokföringsvarumärke: modern finansiell mjukvara med djupet hos ett gammalt kunskapssystem.

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

Brand thesis

Modern accounting intelligence, archival depth.

95% modern financial software. 5% archival Nordic mythology.

01

The product should feel current, precise and operational: dashboards, tables, records, answers, state.

02

The brand layer adds depth: ledgers, roots, tree rings, manuscript notes and quiet paper texture.

03

The reference is structural, not decorative. No Viking costumes, runes, fantasy language or mascot-led trust.

At a glance

Your business, understood.

Igdrasil connects bookkeeping, payroll, VAT, invoicing and reporting into one intelligent financial system. Igdrasil kopplar samman bokföring, löner, moms, fakturering och rapportering i ett intelligent ekonomisystem.

What Igdrasil is

  • A financial operating system for records that stay current.
  • Clear, sourced answers in plain language.
  • Calm product UI with precise states and traceable actions.
  • Warm enough for founders, rigorous enough for accountants.

What Igdrasil is not

  • A Viking, fantasy, crypto or gaming brand.
  • A generic green SaaS template.
  • A black-box AI assistant making unsupported claims.
  • A fear-based compliance pitch.

Mission

Make bookkeeping accessible, proactive and actually useful — so financial clarity never requires a finance degree.

Principles

  • Grounded in records
  • Clear by default
  • Proactive, not noisy
  • Human where it counts
  • Built to be inspected

Color system

White product surfaces, archival depth.

The product starts from white. Archive tones support brand moments; they do not become the default UI atmosphere.

Click any hex value to copy.

Product palette

White

Main app surface and deck canvas.

Ink

Primary text and financial precision.

Soft

Secondary app background.

Mist

Subtle fills and table bands.

Line

Borders and dividers.

Muted

Secondary text and captions.

Pine

Depth and active states.

Pine Dark

Deep controls and surfaces.

Copper

Signal, highlight and warmth. Use sparingly.

Ledger

Data, trust and charts.

Brand / editorial palette

Archive

Editorial paper moments.

Bone

Warm archival panels.

Moss

Rare organic accent.

Lichen

Rare quiet fill.

White + InkDefault product experience.
PineDepth, not decoration.
CopperSignal, never wallpaper.
ArchiveBrand moments only.
DataFunctional before expressive.

Typography

Editorial intelligence meets product precision.

A three-part type system gives Igdrasil a stronger editorial layer without weakening product clarity.

Display serif Every answer tied to the record. Brand thesis, covers, editorial moments.
Interface sans Books that stay current. Product UI, body copy, controls.
Data mono VAT Q2 · 1 234,50 kr
GET /v1/ledger Numbers, tokens, API and tables.

Swedish formatting

1 234 567,89
1 234,50 kr
25 %
−1 234,50 kr

English formatting

1,234,567.89
SEK 1,234.50
25%
−1,234.50

Georgia appears only as a temporary fallback in this static deck. The final display serif should feel literary and modern, not system-default.

Messaging system

Calm, exact and tied to the record.

Words to use

  • current books
  • sourced answers
  • record, ledger, review
  • plain language
  • what changed and why

Words to avoid

  • magic
  • never sleeps
  • revolutionary
  • Viking language
  • fear-based urgency
Primary tagline

Your business, understood.Din verksamhet, förstådd.

Secondary tagline

Financial clarity, from the roots up.Ekonomisk klarhet, från grunden.

Boilerplate

Igdrasil is AI-native accounting software for Swedish businesses, connecting bookkeeping, invoicing, payroll, VAT and reporting into one intelligent ledger so founders get current books, sourced answers and clear next steps.Igdrasil är AI-native bokföringsprogram för svenska företag. Det kopplar samman bokföring, fakturering, löner, moms och rapportering i en intelligent huvudbok, så att grundare får aktuella siffror, källbundna svar och tydliga nästa steg.

Alternates / internal

Every answer tied to the record. · Books that stay current. · Clarity without a finance degree. · The living ledger.

Logo, symbol, illustration

Wordmark first. Symbols stay quiet.

The tree and owl are inventory only. They are not approved brand assets.

Preferred impression
Igdrasil

A confident wordmark can carry the identity while the symbol system matures.

  • Use small abstract root/canopy marks only when they add structure.
  • Keep clear space calm and generous.
  • Use Pine, Ink or White versions before accent treatments.
Inventory only
Tree logo placeholder
Owl placeholder

Keep these in the asset inventory, but do not use them in production surfaces as proof of the brand.

Approved future symbol territory

  • Abstract root system
  • Ledger grid
  • Tree-ring monogram
  • Branching record paths

Avoid

  • Decorative runes, helmets, axes, longships or fantasy tropes.
  • Pixel art, cute mascots and leaf confetti.
  • Crypto glow, gaming UI or green nature-app clichés.

Product UI principles

Tables, answers and actions are brand moments.

01

Show what is processed, matched, missing and waiting for review.

02

Every answer should cite invoices, receipts, payroll runs, VAT periods or ledger entries.

03

Explain what changed, why it changed, and what the user can do next.

Daily ledger 2026-06-15 · Stockholm
RecordStatusAmount
Invoice 1048processed12 400,00 kr
Payroll runmatched−46 280,00 kr
VAT Q2review18 620,50 kr

Every answer tied to the record.

VAT is higher this quarter because three invoices were paid after 2026-05-31.

INV-1048 VAT Q2 Bank feed

Assets, contacts, source

Everything useful stays copyable.

Operational details stay easy to copy: emails, address, website, LinkedIn, asset paths and 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
Archival root ledger generated cover asset

Archival root ledger

docs/assets/archival-root-ledger.jpg
Open
Logo placeholder

Logo placeholder

docs/assets/logo-placeholder.png
Open
Owl placeholder

Owl placeholder

docs/assets/owl-placeholder.png
Open
Ig

Official logo source

https://igdrasil.se/igdrasil_logo.svg
Open

Source files

brand-identity.md
Voice, values, positioning, applicationsOpen tokens.json
Colours, type scale, structured brand dataOpen messaging/post-templates.md
Copy-paste social and outreach templatesOpen

Next production tasks

  1. Retire the tree and owl placeholders once an approved symbol direction exists.
  2. Choose final display/interface/data typefaces and licensing.
  3. Turn the product UI principles into real dashboard components.
  4. Review Swedish copy with native accounting terminology.
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