---
name: brand-identity
description: Create complete brand identity systems including logo, typography, colors, voice guidelines, and applications. Use when someone needs full branding, visual identity, brand guidelines, or is rebranding. Calls logo-generator for logo work.
---

# Brand Identity System Generator

## Our Branding Philosophy

These principles guide every brand identity we create, grounded in modernist design theory and validated by real-world outcomes:

### 1. Strategy Before Aesthetics
A logo without strategy is just decoration. Before any visual work:
- **Who** is this brand for?
- **What** problem does it solve?
- **Why** should anyone care?
- **How** should people feel when they encounter it?

Every visual decision flows from these answers.

### 2. Cohesion Over Coolness
A brand identity is a **system**, not a collection of pretty elements.
- Logo, typography, and colors must feel like they belong together
- Visual decisions should reinforce each other, not compete
- If something breaks the system, it doesn't belong

### 3. Clarity First, Creativity Second
The primary job of a brand identity is to **communicate clearly**.
- Be distinctive, but not at the expense of legibility
- Creative solutions that confuse aren't creative—they're obstacles
- When in doubt: can a 12-year-old understand what this company does?

### 4. Built to Scale
Brand identities must perform across contexts:
- Logos must work at 16px (app icons) and 16 feet (billboards)
- Typography must perform in body copy, not just headlines
- Colors must work in both digital RGB and print CMYK

Test at: Favicon size, business card, billboard, black & white

### 5. Timeless Foundations, Flexible Expression
- Avoid trendy effects that'll look dated in 2 years
- Build with classic principles: hierarchy, contrast, balance, proportion
- Allow room for the brand to evolve without requiring a complete redesign

### 6. Accessible by Default
Brand identities must work for everyone:
- **Color contrast:** Minimum 4.5:1 for text, 3:1 for UI (WCAG AA)
- **Typography:** Legible for people with visual impairments
- **Don't rely on color alone** to convey meaning—add icons, underlines, patterns

### 7. Functional Beauty
Every choice must **do something**—not just look pretty.
- Typography chosen for readability at intended sizes
- Colors chosen for meaning and psychology, not just preference
- Logo marks that communicate something about the brand

### 8. Less is More Effective
Restraint is a superpower:
- **2-3 typefaces maximum**
- **3-5 brand colors** plus neutrals
- Simple logo systems beat complex ones 90% of the time
- If you can remove an element without losing meaning, remove it

---

## Core Workflow

### 1. Gather Brand Context (CRITICAL FIRST STEP)

**DO NOT proceed to visual work until you have sufficient context.** Understanding the brand deeply prevents costly redesigns and ensures the identity actually serves the business.

#### Essential Context to Collect:

**Basic Information:**
- **Brand name** (required)
- **Industry/category** (required)
- **What does the business do?** (in one sentence)
- **Stage:** New startup? Established company rebranding? Side project?

**Strategic Context:**
- **Target audience:** Who is this for? (demographics, psychographics, behaviors)
- **Brand personality:** How should the brand feel? (professional, playful, luxury, approachable, edgy, trustworthy, innovative, traditional, etc.)
- **Key values or message:** What does the brand stand for? What promise does it make?
- **Problem being solved:** What pain point does this address for customers?
- **Differentiation:** What makes this brand different from competitors?

**Market Context:**
- **Competitors:** Who are the main competitors? (get names if possible)
- **Competitive landscape:** Crowded market or niche? Premium or budget positioning?
- **What do competitors look like visually?** (so we can differentiate)

**Practical Constraints:**
- **Where will this identity be used?** (digital only, print, packaging, signage, all of the above?)
- **Primary touchpoints:** Website? App? Physical products? Storefronts?
- **Any existing brand equity to preserve?** (if rebranding)
- **Budget/timeline considerations** (affects complexity)

**Preferences & Inspirations:**
- **Visual preferences:** Colors they love/hate, style directions they're drawn to
- **Brands they admire** (in or outside their industry)
- **What to avoid:** Styles/colors/approaches they don't want

#### How to Gather Context:

**If user provides minimal information:**
- Ask clarifying questions conversationally (one topic at a time)
- Prioritize: audience, personality, differentiation
- Don't proceed without at least: name, industry, target audience, brand personality

**If user provides rich context:**
- Synthesize it into a clear brief before proceeding
- Confirm your understanding with the user
- Identify any gaps and ask follow-up questions

**Red flags that you need more context:**
- User says "just make it look modern"
- No clear target audience defined
- No understanding of competitive landscape
- Conflicting personality traits (e.g., "luxury but budget-friendly")

### 2. Establish Visual Direction (Moodboard)

**Call the `moodboard` skill** to establish visual direction before any design work:

```
Read skills/moodboard/SKILL.md and follow the discovery workflow.
```

This step:
- Clarifies emotional tone through guided questions
- Curates reference imagery (photography, textures, graphics)
- Locks in color direction and typography feel
- Gets alignment before committing to specifics

**Do not proceed to logo until moodboard direction is confirmed.**

### 3. Generate Logo
Call the `logo-generator` skill with the gathered information.
- Pass **all relevant context** (brand name, personality, values, audience, differentiation)
- Let the logo skill do its work
- Review the logo output before proceeding

**Critical:** Do not move to typography/colors until logo is generated.

**⚠️ ALWAYS include the exact brand name in logo prompts.** 
When generating with AI (nano-banana-pro), explicitly state:
- "Logo for [BRAND NAME]"
- "Include the text [BRAND NAME]" or "wordmark reading [BRAND NAME]"

Without this, AI will hallucinate random placeholder names (e.g., "ECOSTEP", "TERRA GROW"). Always use the actual decided brand name.

**⚠️ LOGO CONSISTENCY: Generate mark ONCE, then create variations.**

When creating logo variations (icon-only, with wordmark, horizontal, stacked):
1. **First:** Generate and approve the PRIMARY mark (icon/symbol only)
2. **Then:** Use image editing to ADD wordmark to the approved mark
3. **NEVER regenerate the mark separately** — this causes inconsistency

**Wrong approach:**
- Generate "logo with wordmark" → one mark
- Generate "icon only" → different mark ❌

**Correct approach:**
- Generate "icon mark only" → approve it
- Use `nano-banana-pro --edit` or manual composition to add wordmark to the SAME mark ✓

**Why:** AI generates different interpretations each time. The mark must be identical across all logo variations.

### 4. Create Typography System

#### Typography Selection Process (MANDATORY)

Before defaulting to any font, follow this process:

**1. Understand the brand context**
Consider the industry, audience, tone, and cultural feel of the product. A fintech app for seniors needs different typography than a streetwear brand.

**2. Define a type personality**
Pick 2-3 adjectives that describe how the font should *feel* (e.g., "friendly, precise" or "clean, trustworthy"). Use this as a gut-check when evaluating options.

**3. Explore before deciding**
Don't just reach for the first familiar name. Browse options across:
- Google Fonts (free, web-ready)
- Adobe Fonts (if available)
- Independent foundries: Pangram Pangram, Klim, Grilli Type, Colophon
- Variable fonts for flexibility

**Familiar fonts like Inter, Roboto, or Plus Jakarta Sans aren't off the table, but they should only be chosen if they're genuinely the best fit — not just the easiest default.**

**4. Present options, not defaults**
Always present 2-3 typography options to the user with rationale for each. Let them choose based on feel, not just your first instinct.

**5. Generate a Brand Preview HTML (MANDATORY before approval)**
After defining color palette and typography options, generate a visual preview so users can SEE the fonts in context — not just read names.

```bash
python3 skills/brand-identity/scripts/generate_brand_preview.py \
  --output "<product>/design/brand-preview.html" \
  --name "Brand Name" \
  --tagline "Your tagline here" \
  --primary "#HEX" \
  --secondary "#HEX" \
  --accent "#HEX" \
  --neutral-dark "#HEX" \
  --neutral-light "#HEX" \
  --options "Font1+Font2,Font3+Font4,Font5+Font6"
```

Send the generated HTML file as an attachment via Discord so the user can open it in their browser.
The preview shows: color swatches, all font options side-by-side with live text samples, real UI elements (buttons, inputs, helper text), and Google Fonts links for each font.

**Do not ask the user to pick a font by name alone — always generate the preview first.**

**⚠️ NEVER use CSS/HTML placeholders for approved logos.** Once a logo is approved, always embed the actual image file (as base64 data URI if sending as a standalone HTML file). CSS recreations will look different and confuse stakeholders.

#### Cliché Pairings to Avoid (Unless Justified)

These are overused — only choose them if genuinely best fit:
- Inter + Plus Jakarta Sans
- Roboto + Open Sans
- Montserrat + anything
- Poppins + Lato

#### Fresh Alternatives by Vibe

| Vibe | Headlines | Body | Notes |
|------|-----------|------|-------|
| **Accessible/Friendly** | Lexend, Nunito | Atkinson Hyperlegible | Great for older/non-techy users |
| **Modern/Clean** | Figtree, Outfit | Rubik, Source Sans 3 | Fresh but not overused |
| **Premium/Editorial** | Fraunces, Newsreader | Libre Franklin | Distinctive, sophisticated |
| **Technical/Precise** | JetBrains Mono, Space Grotesk | IBM Plex Sans | Dev/fintech feel |
| **Warm/Human** | Nunito, Quicksand | Nunito Sans, Karla | Rounded, approachable |

---

#### Typography Deliverables

Based on the logo style and brand personality, define:

**Primary Typeface (Headlines/Display)**
- Font name and reasoning (why it fits the brand)
- Should complement or match the logo typography
- Consider: Does logo use serif/sans-serif? Match or contrast intentionally

**Secondary Typeface (Body/UI)**
- Readable, functional font for body copy
- Works well at small sizes
- Pairs well with primary typeface

**Type Scale & Hierarchy**
- Heading sizes (H1-H6)
- Body text sizes
- Usage guidelines (when to use primary vs secondary)

**Font Pairing Rules:**
- If logo is geometric sans → consider pairing with humanist sans or serif
- If logo is serif → pair with clean sans-serif for readability
- **Limit to 2 fonts max** for brand identity
- Test legibility at small sizes (14px body text minimum)

### 5. Create Color Palette
Derive colors that harmonize with the logo and typography:

**Primary Color**
- Usually extracted or derived from the logo
- Main brand color for key actions, headers, CTAs
- Should reinforce brand personality and differentiation

**Secondary Colors (2-3)**
- Support the primary
- Provide variety for UI elements, backgrounds, accents

**Neutrals**
- Black/dark gray for text
- Light gray for backgrounds
- Mid-gray for secondary text

**Color System Structure:**
```
Primary: #HEX (with 3-5 shades/tints)
Secondary: #HEX (with 3-5 shades/tints)
Accent: #HEX (optional)
Neutrals: Dark → Light scale
```

**Color Requirements:**
- **Check contrast ratios for accessibility** (WCAG AA minimum: 4.5:1 for text)
- Ensure colors work on both light and dark backgrounds
- Colors should reinforce brand personality (playful vs corporate)
- **Consider competitive differentiation** (don't look identical to main competitor)
- Test in both RGB (digital) and CMYK (print)

### 6. Define Brand Voice (Optional)
If requested, create verbal identity:

**Brand Personality Adjectives** (3-5 words)
**Voice Characteristics** (formal/casual, technical/simple, etc.)
**Tone Variations** (marketing vs support vs error messages)
**Do's and Don'ts** with examples
**Sample Copy** in brand voice

### 7. Create Application Mockups
Show the identity in use across real-world contexts. These prove the system works and give the client tangible assets.

#### Business Card
- Standard size: 3.5" × 2" (US) or 85mm × 55mm (EU)
- Show both front and back
- Include: logo, name, title, contact info
- Test logo minimum size works at print scale

#### Social Media Templates (MANDATORY)

**Call the `social-media-templates` skill to generate the complete template set.**

```
Read skills/social-media-templates/SKILL.md and execute the full workflow.
Pass these brand assets:
- Logo files (icon + wordmark)
- Primary color: #HEX
- Secondary color: #HEX
- Accent color: #HEX (if applicable)
- Heading font: [name]
- Body font: [name]
- Brand personality: [adjectives]
```

**Minimum template set to generate:**

| Platform | Templates Required |
|----------|-------------------|
| Instagram Post | 2 blank + 2 filled examples |
| Instagram Story | 1 blank + 1 filled example |
| LinkedIn Post | 1 blank + 1 filled example |
| Twitter/X Post | 1 blank |

**Output structure:**
```
social-templates/
├── instagram/
│   ├── post-announcement-blank.png
│   ├── post-announcement-example.png
│   ├── post-quote-blank.png
│   ├── post-quote-example.png
│   └── story-tip-blank.png
├── linkedin/
│   ├── post-blank.png
│   └── post-example.png
├── twitter/
│   └── post-blank.png
└── README.md
```

**Do not skip this step.** Social templates are a core brand identity deliverable.

#### Email Signature
- Logo (small, ideally under 200px wide)
- Name, title, company
- Contact links (email, phone, website)
- Optional: social icons, scheduling link

#### Website Header/Hero
- Desktop (1440px+ width) and mobile (375px) versions
- Logo in nav
- Hero section with headline in brand typography
- CTA button in brand colors

#### App Icon (if applicable)
- 1024×1024 master size
- Test at: 180×180 (iOS), 512×512 (Android), 16×16 (favicon)
- Works without text at small sizes
- Distinct silhouette, recognizable shape

#### Additional Mockups (as needed)
- Presentation slides (title + content slide)
- Invoice/document header
- Packaging (if physical product)
- Signage (if retail/office)
- Merch (t-shirt, mug) for brand swag

Use `nano-banana-pro` or mockup tools to generate visuals. For social templates, provide both filled examples AND blank templates the client can reuse.

### 8. Package Brand Guidelines
Create a comprehensive deliverable with this folder structure:

```
brand-guidelines/
├── logos/
│   ├── logo-primary.png          # Full logo (icon + wordmark)
│   ├── logo-icon.png             # Icon only
│   ├── logo-wordmark.png         # Wordmark only (if applicable)
│   ├── logo-white.png            # White version for dark backgrounds
│   └── logo-dark.png             # Dark version for light backgrounds
│
├── social-templates/             # From social-media-templates skill
│   ├── instagram/
│   ├── linkedin/
│   ├── twitter/
│   └── README.md                 # Usage guide for templates
│
├── mockups/
│   ├── business-card.png
│   ├── email-signature.png
│   ├── website-hero.png
│   └── app-icon.png
│
├── colors.md                     # Full color palette with hex/RGB/CMYK
├── typography.md                 # Font specs, hierarchy, usage
├── voice.md                      # Voice guidelines (if applicable)
└── BRAND-GUIDELINES.md           # Master document tying it all together
```

**BRAND-GUIDELINES.md should include:**
- Brand overview (name, tagline, personality)
- Logo usage rules (clearspace, minimum sizes, do's/don'ts)
- Color palette with all values
- Typography system with hierarchy
- Voice guidelines summary
- Links to all assets and templates

---

## Timeline

| Phase | Time (with quick decisions) |
|-------|----------------------------|
| Discovery/context | 10-15 min |
| Moodboard | 15-20 min |
| Logo concepts | 15-30 min |
| Typography + colors | 15-20 min |
| Voice guidelines | 15-20 min |
| Social media templates | 20-30 min |
| Other mockups | 10-15 min |
| Documentation | 15-20 min |

**Total: 2-3 hours** if decisions are fast

---

## Quality Checklist

Before delivering, verify:

**Logo & Core Identity:**
- [ ] Logo works at 16px favicon size
- [ ] System works in both color and black & white
- [ ] All text/background combinations meet 4.5:1 contrast minimum

**Typography & Colors:**
- [ ] Typography is legible at small sizes (body copy)
- [ ] Color palette includes both primary colors AND neutrals
- [ ] Nothing relies on color alone to convey meaning

**Social Media Templates:**
- [ ] Generated minimum template set (IG post ×2, IG story, LinkedIn, Twitter)
- [ ] Both blank templates AND filled examples provided
- [ ] Logo placement consistent across all templates
- [ ] Templates respect platform safe zones
- [ ] README included with usage instructions

**Overall:**
- [ ] Gathered sufficient context to make informed decisions
- [ ] Examples show the system in realistic contexts
- [ ] Guidelines explain when/how to use each element
- [ ] Identity differentiates from main competitors
- [ ] Visual choices align with target audience expectations
- [ ] Provided strategic rationale connecting visuals to brand goals
- [ ] Folder structure matches deliverable spec

---

## Common Pitfalls to Avoid

- ❌ Starting visual work without sufficient context
- ❌ Choosing typography before seeing the logo
- ❌ Too many fonts (stick to 2-3 max)
- ❌ Colors that clash with logo colors
- ❌ Typography that fights with logo style
- ❌ Forgetting to test at multiple scales (favicon to billboard)
- ❌ Color contrast that fails accessibility standards
- ❌ Pursuing "modern" without strategic reason
- ❌ Ignoring competitive landscape (looking identical to competitors)
- ❌ Creating identity that doesn't match target audience expectations

---

## Related Skills

- `moodboard` — Visual direction exploration (use before brand identity)
- `logo-generator` — Logo creation (called during brand identity)
- `social-media-templates` — Generate complete social template sets (called at Step 7)
- `design-team/style-guide.md` — Design tokens for implementation
