The part of an identity project that happens before any visuals exist.
Most of a brand is decided before anyone opens a drawing tool: what the thing actually is, which world it belongs to, and what that world is made of. Glair is a workspace for that part. It does not draw your logo — it gets you to the point where drawing it is the easy bit.
01
Read
A brief, and a site if there is one, become what the product actually is: who it is for, the character it already has, the shelf it sits on and the companies standing nearest to it.
02
Direct
Five worlds the brand could belong to, argued from the reading rather than decorated onto it — each with two searches under it, so you go and look before you choose.
03
Make
The one you pick, or the moodboard you collected yourself, becomes a brand system: a line, the copy around it, twelve image prompts in four roles, the marks and the artefacts.
It reads the project first
Not a summary of your brief handed back to you. What the product is, who it is for, the register it already carries, and the six or eight companies a designer would look at before starting.
Five worlds, not five logos
Each direction is a place, argued from the product. Under each one, two searches: the real world it comes from, and finished design work in the same register.
You choose, or you bring your own
Take one of the five, or drop in the moodboard you collected yourself. What you bring is the stronger evidence and is read as such.
A brand you can start making
A line and the copy around it, twelve image prompts in four roles, the small owned marks, and the artefacts they live on. The prompts run in your own image tool — the pictures are yours to make, and so is all of it.
Priced by what it costs
A plan is a number of credits a month, and a credit is a unit of what a run costs — about a hundred of them is a project taken all the way, five iterations included. Reading one again costs nothing, and a project somebody shares with you costs you nothing. While Glair is in early access every monthly plan is 20% off for your first month.