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Generating a Brand Stack

How to generate a complete AI brand identity bundle from a URL or description. Covers both existing brand extraction and new brand invention modes, the name picker for new brands, credit costs, and what to do if generation fails.

Brand Stack generation runs a multi-step AI pipeline that produces a complete brand identity in one click. Here’s how to use it and what to expect.

Step 1: Open the Generate input

Go to Brand Stacks in the sidebar. You’ll see the Generate Stack input at the top of the page — this is where you describe the brand you want to generate.

Step 2: Choose a mode

Existing brand — Toggle to this mode if you’re generating a stack for a brand that already exists. Paste the brand’s website URL into the input. Brand Stack will scrape the site and combine that content with its knowledge of the brand to extract a complete identity profile.

New brand — Use this mode when you’re inventing a brand from scratch. Describe what you’re building: the audience, the problem, the feeling, the market. The more specific your description, the sharper the result.

You can also attach:

  • A logo — If you already have a brand mark, upload it. Brand Stack will use your logo instead of sourcing or generating one.
  • Inspiration images — Reference images that capture the visual direction you’re going for.

Step 3: Pick a name (new brand only)

When generating a new brand, submitting your description opens a name picker before the full pipeline runs. Brand Stack generates four brand name and tagline candidates based on your description.

  • Click a card to select it — the name and description on the selected card become editable inline
  • Click Regenerate to get a fresh set of four candidates (free, unlimited within the session)
  • Edit the name or description directly on the card if you want to refine the AI’s suggestion
  • Click Generate Stack to lock in your choice and run the full pipeline

The name and description you confirm here become the foundation for the entire stack. Existing brand mode (URL) skips this step.

Step 4: Review the cost

A live cost summary appears next to the Generate button showing how many credits the generation will use:

Mode Credits
Existing brand (with URL) 1 credit
New brand (invent) 4 credits + 1 credit for name recommendations

Your remaining credit balance is shown in the workspace header. If you’re running low, you’ll see a prompt to add more credits before generating.

Step 5: Watch it generate

After submitting, you’re taken directly to the stack detail page. Sections appear and populate as they complete — you can start reading Identity and Voice fields while Logos and Color are still running. There’s no blocking wait screen.

Generation typically takes 15–60 seconds depending on mode and how much source content is available.

What gets generated

Identity fields (always required)

Every Brand Stack is guaranteed to include these fields. If the AI can’t produce a complete result, you see a “Failed” badge and a retry button — not a half-empty stack:

  • Name — Brand name
  • One-liner — A single sentence that captures what the brand does
  • Mission — The purpose behind the brand (20+ characters)
  • Positioning — How the brand sits in its market and who it’s for (20+ characters)
  • About — A paragraph describing the brand in its own voice (80+ characters)
  • Industry, product type, category — Classification for the brand
  • Core values — 3–5 value phrases that imply trade-offs, not generic virtues
  • Voice descriptors — 3–6 words that define how the brand communicates
  • Voice samples — 5–7 example sentences in the brand’s voice
  • Colors — 2–6 brand hex values with full OKLCH token scales
  • Typography — Display and body font pairings

Logo and favicon assets

For existing brands (URL mode), Brand Stack searches public SVG databases for your brand’s real logo:

  1. theSVG.org — Curated brand SVG registry, searched first
  2. Simple Icons — Community-maintained brand-canonical SVGs
  3. Site scrape — SVG favicons and logo files discovered from the brand’s own domain

Every candidate found is shown in a selection strip on the Logos section. The full asset set — wordmarks, favicons, PWA icons, and more — is composed from whichever mark you select.

For new brands (invent mode), the logo is built from an open-source shape catalogue filled with your brand colors in light and dark variants.

How logos work →

If a URL can’t be scraped

Some websites block automated requests. When this happens, Brand Stack parks the stack in a recovery state instead of failing outright, and offers two options directly on the detail page:

  • Generate a best-guess — Brand Stack uses its knowledge of the brand to produce a complete stack without live scraping
  • Describe the brand instead — Switch to invent mode and write your own description

No credits are charged when a URL blocks and the stack enters the recovery state.

If generation fails

Failed badge with retry — The AI couldn’t produce a complete result that met all the required fields. Click Retry on the stack detail page. Retries usually succeed — the strict schema means occasional hard failures are rare, and they’re always recoverable. No credits are charged for a failed generation.

Partial generation — Some sections generate and others are still loading. Give it a minute — sections generate in parallel and some complete faster than others. If a section is stuck, refresh the page.

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