The brand
A logo for iconkind
One mark for clothing, plush toys and the site — quietly expensive, and not the paw. This page is where it gets worked out.
“I am not going to use the paw as the logo image but need a very classy logo for clothing, plush toys, online branding. For clothing — and when appropriate — the natural quality looking label, because this is a visual brand.” — Graham, 2026-09-12
Everything below is drawn from one data file, brand/logo.json, in the alphabet's own pen and the brand palette. Choosing is an edit, not a redraw: the labels and tags further down all use the lead candidate — Radiant for now — and change with it.
At true size
On a phone
The header exactly as a phone draws it, capitals at the size the site uses. The figure (P) stays as a brand asset — icons, avatars, packaging — but not in the header. Q, R and S bring the clothing labels to the site: a woven cream header with the sun and name in navy thread, and the navy woven tab sewn into the clothes, with the name alone or with the sun. On a phone the tab's solid navy shape gives the logo its strength without making the name heavier.
The lead idea
The mark as an icon
The characters are what iconkind is, so the mark is one of them: the upright figure every kind shares, in one colour, with white eyes where a character's are and a blank white badge — the badge is the icon, the figure is the kind: who will you be? Below, it is tried where it has to work: a site icon from 16 pixels up, cream on navy and on black, a round avatar, and a woven label, where the eyes are cut a little larger so the thread cannot close them.
The top of the site
In the header
Ways the name and marks can sit at the top of the site, drawn at a phone's width. A to D are in the lighter lettering, which reads well on a label and weak on a screen; E to H were made for the web in Iconkind Regular, and read as heavy. I is the rethink — the name small, fine and spaced, a thin ring beside it. J puts an iconkind head in the ring's place and K the whole little figure — one colour, white eyes — and L keeps the ring with its dots a little bigger. Q — woven header, navy sun and name — is the one the header and footer use, shown last on the footer's cream. Radiant stays as the site icon.
Mood board, selection 7
What we are taking
#50 — The material, not the mark: a cream woven ground, a stitched edge, and the small navy tab with the name in cream.
#206 — Wide-spaced capitals in one deep ink, a quiet line beneath, one small emblem above. The restraint is what reads as expensive.
#208 — The same lockups with a different line under the name — so the tagline is a choice, not part of the mark.
#1 — KindCode, the dot-ring identity each character carries. An emblem made of dots ties the logo to it.
The name
The wordmark
ICONKIND in our own letters. Weight 17 is Iconkind Regular, the font the cards use. Weight 12 is Iconkind Light — the same letters drawn with a lighter pen, and an installable font of its own — and it is what every lockup, label and tag below is set in, so the logo and the font are one thing. Weight 9 is a study only. A lighter pen needs more space to stay open, which is why weight and spacing move together.
The mark
Emblems
9 candidates, each three ways: the fine pen in one ink, the fine pen in the brand's dot colours, and the bold pen. Fine is for labels, print and the site; bold is for the smallest sizes and for thread, where a fine line breaks up.
Together
Lockups
Every emblem with the wordmark and a tagline, then the lead candidate with each of the three taglines and with none — because whether a line goes under the name at all is its own decision.
Made things
On a label
The quality is in the material. A woven label reads as cloth because it IS warp and weft, with a stitched edge; the navy tab carries the name alone. On a plush toy the label is a satin loop in the side seam, and the swing tag is card on a string.
Thread and pixels
Stitched, and on screen
Embroidery takes one thread and the bold pen. A site icon and an avatar are round and tiny, so the long mark needs a round partner that plainly belongs with it — the Collection Ring is that line closed into a circle. The round candidates are shown as avatars and at 16, 32 and 64 pixels, the sizes a browser tab and a phone actually use.
Next
To decide
Decided — Radiant is the site icon.
Decided — The figure (P, black with a white badge and eyes) is a brand asset — icons, avatars, packaging — not part of the header logo. Graham, 2026-09-13: useful as a brand asset and will certainly work, so keep it, but not in the header.
Decided — In the header on trial: Q, the woven header — the cream header woven in fine navy with a stitched edge, the sun and ICONKIND in navy thread, as on the neck label. Graham, 2026-09-13, after the navy tab (S) went live: great, try Q, the woven version. Logo left, Menu right (layout 2).
Decided — The dotted line (ICONKIND in Iconkind Light over it) stays for labels, where it reads well.
Decided — The footer is the warm cream, not green.
Decided — No tagline with the logo.
1. The header logo from the labels: a woven cream header with the sun and name in navy (Q), the navy woven tab with the name alone (R), or with the sun (S).
2. Whether the head also replaces Radiant as the site icon, and goes on labels, tags and embroidery (the thread cut).
3. Whether labels and tags carry the dotted-line logo or Radiant.
4. The wordmark's weight and spacing on product (the site uses Iconkind Light at 32%).
5. The label colourway: cream with navy thread, navy with cream, or both.
ICONKIND is a UK registered trade mark of Freetek Ltd.
© 2026 Freetek Ltd · ICONKIND is a registered trade mark of Freetek Ltd.