1.About these terms
These Terms of Service (the Terms) are an agreement between New Arc ApS, a company registered in Denmark with CVR number [CVR] and its registered address at [Address] (New Arc, we, us) and the business that signs up for Archetype (the Customer, you). Archetype is the service at heyarchetype.com: a place to keep a brand system and hand it to AI agents (the Service).
You accept these Terms when you create an account, or when you continue past a screen that says you agree to them. If you accept on behalf of a company, you confirm that you may bind it. Our Privacy Policy explains what we do with personal data as a controller, and our Data Processing Agreement (the DPA) forms part of these Terms and governs the personal data we process for you. You don’t need to sign the DPA separately.
Business use only. Archetype is sold to businesses, not to consumers. By using it you confirm that you are acting for a business, trade or profession. Consumer protection rules, including the 14-day right of withdrawal, don’t apply.
If you have signed an order form or enterprise agreement with us, it takes precedence over these Terms where they conflict. For personal data, the DPA takes precedence.
2.Words we use
- Brand: one brand workspace in Archetype, with its colours, type, components, templates, logos, assets, voice and everything else stored in it.
- Customer Content: everything you or your users put into the Service or ask it to read (files, text, designs, code, website addresses, Figma files, repositories), and everything the Service produces from it for you.
- Users: the people you let into a Brand, in any role.
- Agents: AI tools and other software you connect to a Brand, over MCP, the API, the command line, brand links or tokens.
- Output: what the Service’s AI features generate for you, such as designs, descriptions, checks and suggested edits.
3.Accounts and teams
Each person needs their own account. Keep the details accurate and the sign-in safe. You are responsible for what happens under your Users’ accounts, and for the roles you give them. Tell us at support@heyarchetype.com straight away if you think an account or token has been misused.
The owner of a Brand controls who is in it. If you let anyone at your email domain join a Brand, you are responsible for that choice. While Archetype is in early access, new accounts are by invitation.
4.Free trial
Every Brand starts with a 30-day free trial. No card is needed. A trial includes an allowance of AI credits and may have limits that paid plans don’t.
When the trial ends and no plan has been paid for, the Brand is locked until it is (see Locked brands). We may refuse or end trials that are used to get around these Terms, such as making new Brands to collect more free credits.
5.Plans, fees and billing
- Pro costs $149 per Brand per month, or $1,490 per Brand per year, and includes 5 editor seats.
- Each editor seat beyond 5 costs $29 per month, or $290 per year. An editor is anyone whose role lets them change the Brand. Viewers and Creators are free.
- Credit packs are one-off purchases at the prices shown in the app.
- Enterprise is priced and agreed separately, in an order form.
Fees are billed in advance, at the start of each monthly or yearly period, through our payment provider Stripe. Prices are in US dollars and exclude VAT and other taxes, which are added where the law requires. If you are a business in the EU outside Denmark and give us a valid VAT number, VAT is normally accounted for by you under the reverse charge.
An editor added beyond the included seats is a paid seat from the day they join. The rest of the current period is added to your next invoice, and removing an editor credits the unused part there. Switching from monthly to yearly is charged at once, less the unused part of the month; switching from yearly to monthly turns the unused part of the year into credit on your next invoices.
Plans renew automatically for another period of the same length until cancelled. We may change prices with at least 30 days’ notice. A new price applies from your next renewal after the notice, and you can cancel before it does.
6.Cancellation and refunds
You can cancel a plan at any time in the app or by writing to support@heyarchetype.com. Cancellation takes effect at the end of the period you have paid for, and the Brand keeps working until then.
Fees are not refunded for part of a period, for unused credits, or for features you didn’t use, unless the law requires it or we say otherwise in writing.
7.Locked brands and late payment
If a trial ends unpaid, or a payment fails and still fails after our payment provider’s retries, the Brand is locked until the amount due is paid. While a Brand is locked, its Users and Agents can’t use it. Paying unlocks it with everything as it was.
We keep a locked or cancelled Brand’s content for 90 days from the day it was locked or the cancellation took effect. During that time you can pay to unlock it or ask us for a copy of its content. After 90 days we delete it, as described in the DPA. We’ll email the Brand’s owner before that happens.
8.AI credits
AI features use credits. Each plan includes an allowance of credits, shown on the plan in the app; a paid plan’s allowance is renewed every month. How many credits a task costs is shown in the app and may change as the features do.
- Credits have no cash value and can’t be sold, transferred or refunded.
- Included credits don’t roll over. What’s left of a month’s allowance expires when the next one starts.
- Credits bought in a pack last for 12 months from purchase, then expire.
- A Brand’s admins can set a monthly limit on how many credits each User may spend. When a Brand runs out, AI features stop until the next allowance, and the rest of the Service keeps working.
9.Your content
You own your Customer Content. These Terms don’t give us any right to it beyond what we need to run the Service for you.
You give us a worldwide, non-exclusive licence, for as long as we provide the Service and for the time we keep content afterwards, to host, store, copy, process, transmit, render, display and adapt Customer Content, and to pass it to our subprocessors (among them the AI model provider), only to provide, secure and support the Service for you and as you instruct. That includes showing a Brand to the Agents and people you give access to, and publishing it on a public link if you turn one on.
You confirm that you have the rights to the Customer Content you put in, including fonts, photos, logos and code, and to any website, Figma file or repository you ask the Service to read, and that using it in the Service doesn’t break the law or anyone’s rights.
We don’t use your Customer Content to train AI models, and we don’t sell it. If you send us feedback or ideas, we may use them without owing you anything.
10.AI features and output
Some features run your Customer Content through AI models (Claude, from Anthropic) to produce Output. AI makes mistakes. Output can be wrong, incomplete, off brand, similar to what others receive, or based on content you gave it that was wrong. Brand checks and scores are opinions, not guarantees.
Review Output before you rely on it or publish it. You decide what to use, and you are responsible for checking that it is accurate, lawful and doesn’t infringe anyone’s rights. As between you and us, Output generated for you belongs to you, to the extent the law gives anyone rights in it.
11.Agents, tokens and connections
You can connect Agents to a Brand with tokens, links and sign-ins (MCP connections, API tokens, brand links, the command line). An Agent acts as the person who connected it, with that person’s role. What it reads, writes, generates or spends credits on is your responsibility, as if a User had done it.
- Keep tokens secret. Don’t put them in public code, prompts or pages.
- Agents may only reach the Brands and data their token or sign-in was given for. Don’t try to widen a token’s access, share one outside your organisation, or use one to get round limits, roles or locks.
- Agents that can write may change a Brand. Give write access only to tools you trust, and check their changes in the Brand’s history, where most can be undone.
- Revoke a token you no longer use, or one you think has leaked. We may revoke or limit tokens that are misused or put the Service at risk.
Once an Agent has read Customer Content, what the Agent’s own provider does with it is governed by your agreement with that provider, not by these Terms. The same goes for Figma, GitHub, Google and other services you connect: their own terms apply to them.
12.Acceptable use
You and your Users and Agents must not:
- put in or produce anything unlawful, infringing, deceptive, hateful or harmful, or personal data you have no right to process;
- ask the Service to read websites, files or repositories you have no right to use, or use its reading, rendering or checking to probe, attack or overload other systems;
- break or test the Service’s security, get round its limits, roles, credits or locks, or reach data that isn’t yours;
- send malware, spam, or automated traffic beyond normal use of the features and interfaces we offer;
- copy, resell or rent out the Service, reverse engineer it (except where the law allows it), or use it to build a competing product;
- use AI features against the usage policies of the model providers behind them.
We may remove content or suspend access that breaks this part, telling you why where we can.
13.Confidentiality
Each of us will keep the other’s non-public information confidential, use it only for this agreement, and share it only with staff, advisers and subprocessors who need it and are bound to keep it confidential. Your Customer Content is your confidential information, including unreleased brands. This doesn’t cover information that is public through no fault of the receiver, was already known to it, or must be disclosed by law, in which case the receiver will warn the other first where it lawfully can.
14.Availability, support and changes
We work to keep the Service available, secure and backed up, but we don’t promise it will be uninterrupted or error-free. There is no uptime commitment unless an Enterprise agreement gives one. Support is by email at support@heyarchetype.com.
We improve the Service all the time, and may change or remove features. If we remove something material you pay for, we’ll tell you in advance. Features marked as beta, preview or early access are given as they are, and may change or end.
15.Data protection
For personal data in Customer Content, you are the controller and we are your processor, under the DPA. For the data we need to run our business (accounts, billing, support, security), we are the controller, as the Privacy Policy explains. The companies that help us run the Service are listed on Subprocessors.
16.Warranties and disclaimers
We will provide the Service with reasonable skill and care. Apart from that, and as far as the law allows, the Service and Output are provided “as is”, and we give no other warranties, express or implied, including of fitness for a particular purpose, accuracy or non-infringement of Output.
17.Liability
Neither of us is liable to the other for indirect or consequential loss, lost profits, revenue, goodwill or business opportunity, however it arises.
Each party’s total liability under this agreement in any 12-month period is limited to the fees you paid us for the Service in the 12 months before the event that caused it, or EUR 100 if you paid nothing.
These limits don’t apply to your payment obligations, to a breach of the acceptable use rules, or to liability for gross negligence, wilful misconduct, or anything else the law doesn’t allow to be limited.
You will compensate us for claims from third parties that arise from your Customer Content or from your, your Users’ or your Agents’ use of the Service in breach of these Terms.
18.Suspension and termination
You can stop using the Service and cancel at any time (see Cancellation). Either of us may end the agreement if the other materially breaches it and hasn’t fixed the breach 30 days after being told. We may suspend access at once if that is needed to stop serious harm to the Service, to other customers or to anyone else, or to comply with the law.
When the agreement ends, access ends, and we keep and then delete Customer Content as described in Locked brands and the DPA. Parts that by their nature should last, such as payment, confidentiality, liability and governing law, continue.
19.Changes to these terms
We may update these Terms. If a change is material, we’ll tell the owners of your Brands by email or in the app at least 30 days before it applies. If you don’t agree, you can cancel before then. Continuing to use the Service after the change applies means you accept it. The date at the top shows the current version.
20.Governing law and general terms
These Terms are governed by Danish law, without its rules on conflict of laws and without the UN Convention on Contracts for the International Sale of Goods. Disputes go to the courts of Copenhagen, Denmark, with the Copenhagen City Court (Københavns Byret) as the court of first instance.
- Neither of us is liable for delay or failure caused by events beyond reasonable control, such as outages of the internet or of our providers.
- You may not transfer this agreement without our consent. We may transfer it to a company that takes over our business, and will tell you.
- If a part of these Terms is found invalid, the rest still applies. Not enforcing a right is not a waiver of it.
- These Terms, the DPA and any order form are the whole agreement about the Service. Notices to us go to support@heyarchetype.com, and notices to you go to the email of your Brand’s owner.
21.Contact
New Arc ApS, a company registered in Denmark with CVR number [CVR] and its registered address at [Address]. Email support@heyarchetype.com.