brand-identity

name	brand-identity
description	Brand identity system (Pentagram-level) + executive presentation design
allowed-tools	["Read","Glob","Grep","WebSearch","Write","Edit"]
context	fork
user-invocable	true
version	1.0.0

Brand Identity Skill

Workflow from jony-creative-director: Brand Identity System + Presentation Designer

Inputs

Parameter	Required	Description
Company name	Yes	Brand to develop
Industry	Yes	Market sector
Target audience	Yes	Demographics + psychographics
Mission	Yes	Mission statement
Vision	Yes	Vision statement
Values	Yes	3-5 core values
Positioning	Yes	Differentiation strategy

Phase 1: Brand Strategy

Brand Story

Narrative arc: challenge, transformation, resolution. Brand personality using archetypes (e.g., Hero, Creator, Sage).

Voice & Tone Matrix

Dimension	Spectrum
Humor	funny ←→ serious
Formality	casual ←→ formal
Respect	irreverent ←→ respectful
Energy	enthusiastic ←→ matter-of-fact

Messaging Hierarchy

Tagline → Value proposition → Key messages (3) → Proof points per message.

Phase 2: Visual Identity

Logo Concept (3 directions)

Direction	Approach	Deliverables
Wordmark	Typography-driven	Strategic rationale
Symbol/Icon	Mark-driven	Strategic rationale
Combination	Wordmark + symbol	Strategic rationale

Logo Variations

Primary (full color), Secondary (simplified), Monochrome (B&W), Reversed (dark bg). Minimum size specs + clear space requirements. 5 correct applications + 5 incorrect applications with warnings.

Color Palette

Category	Count	Specs
Primary	2-3	Hex, Pantone, CMYK, RGB + psychology rationale
Secondary	3-4	Supporting palette
Neutral	4-5	Grays for UI
Accent	2-3	CTAs and highlights

Typography

Primary + secondary typeface. Usage hierarchy: display, headlines, body, captions.

Imagery Style

Photography guidelines (mood, lighting, subjects, composition). Illustration style. Iconography (line weight, corner radius, fill rules). Graphic patterns.

Phase 3: Brand Applications

Asset	Specification
Business cards	Front + back design
Letterhead	Stationery system
Email signature	Template layout
Social media	Avatar + cover for 5 platforms
Presentation	Title, content, data, closing slides

Phase 4: Brand Guidelines

20-page brand book structure with all rules. Asset library organization system.

Phase 5: Presentation Design

Inputs (Presentation)

Parameter	Options
Audience	C-Suite / Investors / Customers / Team
Duration	20 / 30 / 60 minutes
Objective	Inform / Persuade / Inspire / Educate

Narrative Architecture

Story arc (hero's journey for business), opening hook (first 60s), 3 core messages max, closing CTA.

Slide Specifications (20-30 slides)

Per slide: number, title, layout type, visual description, exact copy (headline max 6 words, body max 20 words), speaker notes (60-90s), animation notes.

Standard Slide Structure

#	Purpose	Type
1	Title	Impact, minimal
2	Agenda	3 sections max
3	Problem	Emotional hook
4	Current state	Data visualization
5	Opportunity	Market size, trend
6	Solution	Product/demo
7	How it works	3-step process
8	Benefits	3 benefits + icons
9	Proof	Case studies/testimonials
10	Competitive	2x2 matrix
11	Business model	Revenue streams
12	Traction	Metrics, growth
13	Roadmap	3 phases
14	Team	3 key members
15	The Ask	Next steps
16	Closing	Memorable thought

Visual System

Color palette (dark bg for impact / light for clarity), 1 display + 1 body font, imagery style, data viz style, iconography.

Presenter Support

Pacing per section, transition scripts, audience interaction moments, 5 backup deep-dive slides, one-pager summary, leave-behind deck.

Outputs

Deliverable	Format
Brand strategy	Story, personality, voice matrix, messaging
Visual identity	Logo (3 directions), colors, typography, imagery
Applications	Business cards, stationery, social, presentations
Brand book	20-page guidelines structure
Presentation	Slide-by-slide specs + speaker notes

Related

/design-systems (component library) | /creative-strategy (marketing assets) | /design-quality (brand audit)