| name | brand-systems |
| description | Building comprehensive brand identity systems from strategy to implementation. Covers logo design, color palettes, typography pairing, voice guidelines, and system documentation. Use when creating new brands, rebranding, or systematizing existing identities. |
Brand Systems
A brand is a promise made visible. Brand systems are the rules that ensure that promise is kept consistently.
When to Use This Skill
- Creating a new brand identity
- Rebranding or refreshing an existing identity
- Building brand guidelines documentation
- Systematizing ad-hoc brand elements
- Training others on brand application
Brand System Components
1. Strategy Layer (Foundation)
Positioning Statement
For [target audience]
Who [statement of need]
[Brand] is a [category]
That [key benefit]
Unlike [competitors]
We [key differentiator]
Brand Pillars
- Purpose: Why we exist beyond profit
- Vision: The future we're creating
- Mission: How we'll get there
- Values: What we believe (3-5 core values)
Brand Personality
Define 3-5 adjectives with behavioral examples:
| Trait | What It Means | What It Doesn't Mean |
|---|
| Bold | Take clear positions | Aggressive/reckless |
| Approachable | Warm and welcoming | Unprofessional |
| Innovative | Forward-thinking | Gimmicky |
Brand Archetype
Choose primary (and optional secondary) from:
| Archetype | Core Desire | Voice Character |
|---|
| Sage | Truth | Knowledgeable, analytical |
| Innocent | Safety | Optimistic, simple |
| Explorer | Freedom | Adventurous, authentic |
| Ruler | Control | Authoritative, refined |
| Creator | Innovation | Imaginative, visionary |
| Caregiver | Service | Nurturing, supportive |
| Magician | Transformation | Visionary, charismatic |
| Hero | Mastery | Courageous, determined |
| Outlaw | Liberation | Rebellious, disruptive |
| Lover | Intimacy | Passionate, sensual |
| Jester | Enjoyment | Playful, irreverent |
| Everyman | Belonging | Friendly, humble |
2. Visual Identity Layer
Logo System
Logo Types:
| Type | Description | Example |
|---|
| Wordmark | Name as logo | Google, Coca-Cola |
| Lettermark | Initials | IBM, HBO |
| Symbol | Abstract mark | Nike, Apple |
| Combination | Symbol + wordmark | Adidas, Lacoste |
| Emblem | Text inside symbol | Starbucks, NFL |
Logo Requirements:
- Works at 16px favicon size
- Works on dark and light backgrounds
- Recognizable in B&W
- No gradients that break in print
- Clear space rules defined
Logo Lockups:
[Symbol] [Symbol][Wordmark] [Wordmark]
[Symbol]
Symbol Horizontal Stacked
Only Lockup Lockup
Clear Space:
Define minimum space around logo (typically height of a logo element):
┌──────────────────────────────┐
│ │
│ ┌──────────────────┐ │
│ │ │ │
│ │ LOGO │ │ ← Clear space = 'X'
│ │ │ │ (defined by logo element)
│ └──────────────────┘ │
│ │
└──────────────────────────────┘
Color Palette
Primary Palette:
Primary:
Name: [Descriptive name, e.g., "Trust Blue"]
Hex: #2563eb
RGB: 37, 99, 235
HSL: 221, 83%, 53%
Tailwind: blue-600
Usage: CTAs, links, primary actions
Accessible on: white (4.5:1), gray-50 (4.2:1)
Extended Palette:
- Primary shades (50-950 scale)
- Secondary color (with shades)
- Accent color (high contrast)
- Neutral scale (gray tones)
- Semantic colors (success, warning, error, info)
Color Proportions:
60% - Dominant (backgrounds, large areas)
30% - Secondary (supporting elements)
10% - Accent (highlights, CTAs)
Dark Mode Considerations:
Light Mode Dark Mode
white → gray-900
gray-50 → gray-800
gray-900 → white
blue-600 → blue-400
Typography System
Type Scale:
const typeScale = {
xs: '0.75rem',
sm: '0.875rem',
base: '1rem',
lg: '1.125rem',
xl: '1.25rem',
'2xl': '1.5rem',
'3xl': '1.875rem',
'4xl': '2.25rem',
'5xl': '3rem',
'6xl': '3.75rem',
};
Font Pairing Principles:
| Approach | Example | Effect |
|---|
| Contrast | Serif heading + sans body | Classic, editorial |
| Complement | Geometric heading + humanist body | Modern, friendly |
| Superfamily | Same family, different weights | Unified, systematic |
Recommended Pairs:
- Editorial: Playfair Display + Source Sans Pro
- Modern: Outfit + Inter
- Technical: Space Grotesk + IBM Plex Sans
- Elegant: Cormorant Garamond + Lato
- Startup: Cal Sans + Geist
Imagery & Iconography
Photography Style:
- Subject matter guidelines
- Color treatment (natural, saturated, muted)
- Composition preferences
- Mood and lighting
- What to avoid
Icon System:
Style: [Outlined | Filled | Duotone]
Stroke weight: [1.5px | 2px | 2.5px]
Corner radius: [0 | 2px | rounded]
Grid: [24x24 | 16x16]
Source: [Lucide | Heroicons | Phosphor | Custom]
Illustration Style (if applicable):
- Style references
- Color usage
- Line weight
- Level of detail
- Character guidelines
3. Voice Layer
Voice Attributes
Define 3-4 constant personality traits:
We are:
1. [Trait 1] - [What this means in practice]
2. [Trait 2] - [What this means in practice]
3. [Trait 3] - [What this means in practice]
We are NOT:
1. [Anti-trait 1]
2. [Anti-trait 2]
3. [Anti-trait 3]
Tone Variations
Voice is constant; tone adapts to context:
| Context | Tone Adjustment | Example |
|---|
| Welcome | Warm, enthusiastic | "Welcome! We're excited to have you." |
| Error | Calm, helpful | "Something went wrong. Here's how to fix it." |
| Success | Celebratory, brief | "Done! Your changes are live." |
| Tutorial | Patient, encouraging | "Let's walk through this together." |
| Legal | Clear, direct | "By continuing, you agree to our terms." |
Writing Guidelines
- Sentence length preferences
- Active vs. passive voice
- Punctuation style
- Capitalization rules
- Words to use/avoid
- Jargon policy
4. System Layer
Design Tokens
export const tokens = {
colors: { },
typography: { },
spacing: {
xs: '0.25rem',
sm: '0.5rem',
md: '1rem',
lg: '1.5rem',
xl: '2rem',
'2xl': '3rem',
'3xl': '4rem',
},
radii: {
sm: '0.25rem',
md: '0.5rem',
lg: '0.75rem',
xl: '1rem',
full: '9999px',
},
shadows: { },
transitions: {
fast: '150ms ease-out',
normal: '200ms ease-out',
slow: '300ms ease-out',
},
};
Component Patterns
Document common component patterns:
## Button
### Variants
- Primary: Main actions
- Secondary: Alternative actions
- Ghost: Tertiary actions
- Destructive: Dangerous actions
### Sizes
- sm: Compact contexts
- md: Default
- lg: Prominent placement
### States
- Default
- Hover
- Active/Pressed
- Focus (keyboard)
- Disabled
- Loading
Layout Patterns
- Grid system (12-column, gutters)
- Breakpoints
- Container widths
- Section spacing
5. Application Layer
Touchpoint Guidelines
Document brand application for:
- Website
- Mobile app
- Email templates
- Social media profiles
- Presentation templates
- Print materials
- Packaging (if applicable)
- Environmental/signage
Do's and Don'ts
Visual examples of correct and incorrect usage:
✓ DO ✗ DON'T
─────────────────────────────────────────
Logo on white background Logo on busy photo
Logo with clear space Logo crowded by elements
Primary button for CTA Multiple primary buttons
Consistent icon style Mixed icon styles
Brand Canvas (Quick Reference)
# [Brand Name] Brand Canvas
## Who We Are
Purpose: [Why we exist]
Vision: [Future we're creating]
Mission: [How we'll get there]
## Who We Serve
[Target audience description]
## What Makes Us Different
[Key differentiators]
## How We Sound
Voice: [3-4 adjectives]
Archetype: [Primary archetype]
## How We Look
Colors: [Primary, Secondary, Accent]
Typography: [Display font + Body font]
Style: [Visual approach in 2-3 words]
## Our Promise
[The one thing we deliver]
Resources
- assets/brand-canvas-template.md: Fillable brand canvas
- references/logo-design.md: Logo creation principles
- references/color-palettes.md: Color theory for branding
- references/typography-pairing.md: Font combination guide
- references/brand-voice.md: Voice development framework
