HQ Paphos, Cyprus · worldwide
PDFKind lets you compress, convert, merge, sign and edit a PDF in the browser, see the result for free and pay only for the file you keep. We built its identity on that promise: a document that has been checked, a mascot that smiles with the same check, one green, and a voice that says the price and stops.
PDFKind is an identity system by 99 Francs for its own online PDF tools: a checked-document logo that becomes the mascot Kind, paper and ink with one green, Geist and Geist Mono, 27 tool icons in nine colour tones and a voice that leads with the price. It is documented as a 21-sheet brandbook and runs across the live site.
Most PDF sites let you do the work, then ambush you with a trial that never ends. We show the price before you start, let you see the result for free, and charge only for the file you keep.
That manifesto opens the brandbook. Three words under it decide every design question.
The product came first, so the identity started with what was already on screen — and ended with rules the screens could follow.
We read the live product as a stranger would and listed seven places where the design disagreed with itself: three button styles competing for “the” action, two greens doing two jobs, nine tool hues diluting one brand colour, mono type doing too much.
Receipt honesty — paper, dashed rules and stamps, the price as the hero. Glass and spectrum — frosted surfaces and light only where you act. Loud green — full-bleed colour, black type, huge numbers.
The decisions written down as a 21-sheet brandbook: idea, logo, mascot, colour, type, icons, components, voice and applications, each with a rule you can check a layout against.
The same tokens run the site: Geist and Geist Mono, Signal #22C55E for the task, Leaf deep #15803D for type and links, and a tinted icon tile on every tool page.
Sheet, curl, check.
A rounded sheet whose top corner curls over like a page you have just turned, and one confident check: the file is done. The same shape is the app icon, the favicon and Kind’s body. Never redraw it — use the master files.
Lockups & backgrounds
Horizontal is the default. Mark only for small squares. Keep one check-height of clear space on every side.
Please don’t.
The mark only works because it is simple. Each of these makes it look like a different, less trustworthy company.
Happy · Default
The check became a smile.
Kind is the mark with two eyes: the check shrinks into its smile. Four moods cover every state a file can be in — pick one.
Geist Aa
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 $€£ → ✓
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The brandbook’s cover line, at street scale.
A bus-shelter poster keeps the system to three things: the promise in Geist with a green first line, the paper hills from the guidelines cover, and the mark with its name in mono.
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9
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Need a brand that holds up inside the product?
We design the identity, write it down as a brandbook your team can follow, and apply it to the screens, icons and campaigns — the way we did for our own.
Yes. We run the same process for clients: an audit of what you have, a few directions to choose from, then the system written down as a brandbook and applied to your product and marketing. See branding, logo design and brand guidelines.
