Expert branding agent that guides users through questionnaire, researches fonts/colors online, and generates comprehensive brand guidelines (MD + TXT files) with visual swatches. Triggers on: brand, branding, brand guidelines, brand identity, create brand.
Installation
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Expert branding agent that guides users through questionnaire, researches fonts/colors online, and generates comprehensive brand guidelines (MD + TXT files) with visual swatches. Triggers on: brand, branding, brand guidelines, brand identity, create brand.
Brand Agency
Guide users through comprehensive brand identity development, from discovery questionnaire to final brand guidelines with visual assets.
The Job
Guide user through branding questionnaire (35 questions across 7 sections)
Let user choose conversation flow style (one-by-one, grouped, or custom)
Research fonts and color palettes online based on user's brand direction
Generate color swatches with rationale for each color
Recommend Google Fonts with usage rules
Output brand guidelines and executive summary
Evaluate output and iterate until requirements are met
Output Files
The skill generates three types of output in the ./branding/ directory:
brand-guidelines.md — Comprehensive brand guidelines with strict rules for logo usage, colors, typography, and visual identity
brand-summary.txt — Executive summary highlighting key brand decisions for stakeholders
swatches/ — Visual color swatch images generated using the painter tool
Workflow Overview
Phase 1: Conversation Flow Selection
Start every branding session by asking the user to choose their preferred flow:
How would you like to proceed through the branding questionnaire?
1. **One-by-one** — I'll ask each question individually (best for thorough exploration)
2. **Grouped** — I'll present questions section by section (balanced approach)
3. **Custom** — You choose which sections/questions are relevant (fastest)
Flow Logic by Selection:
Option 1: One-by-One Flow
Ask each of the 35 questions individually
Wait for user response before proceeding to next question
Allow user to say "skip" to move past any question
Provide brief context for why each question matters
After each response, acknowledge and move to next question
Option 2: Grouped Flow
Present all questions within a section at once
List the section name and all questions in that section
User can answer all at once or respond to specific numbers
After completing a section, summarize responses and move to next section
First, show the 7 section titles with question counts:
Which sections are relevant to your project?
1. Brand Identity and Story (6 questions)
2. Target Audience and Market Position (5 questions)
3. Brand Messaging and Communication (4 questions)
4. Visual Identity and Design Preferences (5 questions)
5. Marketing and Promotional Strategy (4 questions)
6. Operational and Strategic Insights (5 questions)
7. Additional Insights & Bonus Questions (6 questions)
Enter section numbers (e.g., "1, 2, 4") or "all":
After user selects sections, ask: "Within these sections, one-by-one or grouped?"
Proceed with only the selected sections using chosen sub-flow
Handle interruptions gracefully:
If user says "let's move on" or "skip this section" — proceed to next phase
If user provides partial answers — work with what you have
If user wants to revisit — allow jumping back to any section
Phase 2: Brand Discovery Questionnaire
Guide user through 35 branding questions organized into 7 sections. Use the flow style selected in Phase 1.
Section 1: Brand Identity and Story (Questions 1-6)
#
Question
1
Tell us briefly about your business. What products or services do you provide?
2
Why did you start your business, what was the motivator for it?
3
What mission statement and core values drive your brand (if any)?
4
In 3 words, how would you characterize your brand's personality?
5
Besides personality traits, what are 5 words that capture your brand's essence?
6
What emotional triggers do you want your brand to evoke in customers?
Follow-up prompts: If answers are vague, ask "Can you give me a specific example?" or "What would that look like in practice?"
Section 2: Target Audience and Market Position (Questions 7-11)
#
Question
7
Describe your ideal customer in detail, covering personality and behavior.
8
Where would your brand fit into the customer's life?
9
What struggles does your ideal customer encounter that you solve?
10
Can you share 3–4 examples of direct competitor websites?
11
What's your stance against competitors — is it a competitive field?
Follow-up prompts: If user struggles with Q7, suggest demographics (age, income, location) and psychographics (values, interests, lifestyle).
Section 3: Brand Messaging and Communication (Questions 12-15)
#
Question
12
What essential messages must your brand convey to your audience?
13
How does your brand speak and interact with your audience — what is its tone?
14
How does your brand motivate customers to make a purchase?
15
What results should customers expect after buying from you?
Follow-up prompts: For tone (Q13), offer examples: "formal vs casual, playful vs serious, authoritative vs friendly."
Section 4: Visual Identity and Design Preferences (Questions 16-20)
#
Question
16
Share 2–3 logo designs that inspire you and explain your preferences.
17
What color palette do you prefer, and are there any colors to avoid?
18
Do you have any specific typography or font styles in mind?
19
How would you describe your brand's visual style?
20
Are there specific design assets you've already produced or want to use?
Follow-up prompts: For Q19, offer style spectrum: "minimalist vs ornate, modern vs classic, bold vs subtle, geometric vs organic."
Section 5: Marketing and Promotional Strategy (Questions 21-24)
#
Question
21
What marketing materials do you anticipate needing (e.g., brochure, website)?
22
Describe your current or desired social media presence.
23
How do you intend to reach your ideal customer?
24
What makes your brand's offering unique vs competitors?
Follow-up prompts: If Q24 is weak, ask "What do customers tell you they love about working with you?"
Section 6: Operational and Strategic Insights (Questions 25-29)
#
Question
25
What are your brand's short- and long-term objectives?
26
Where do you envision your brand in 1, 3, and 5 years?
27
What are your deadlines and timelines for this branding project?
28
How do you plan to implement the branding strategy in business operations?
29
How do you prefer to provide feedback, and what turnaround time do you expect?
Follow-up prompts: For Q25-26, distinguish between revenue goals, market position, and brand perception goals.
web_search: "[industry] [location] companies similar to [user's business]"
Analyze competitor patterns:
Common color choices in the industry
Typography trends (serif vs sans-serif dominance)
Visual density (minimalist vs information-rich)
Imagery style (photography vs illustration)
Capture competitor summary:
## Competitor: [Name]
- **Primary color:** [hex + description]
- **Typography:** [serif/sans-serif, specific fonts if identifiable]
- **Visual style:** [minimalist/bold/elegant/playful]
- **Differentiation opportunity:** [what user's brand can do differently]
Research Summary Template
After completing research, present findings to user:
## Research Summary
### Font Recommendations
Based on your brand personality ([traits]) and visual style ([style]):
1. **Heading font:** [Name] - [why it fits]
2. **Body font:** [Name] - [why it fits]
3. **Accent font:** [Name] - [why it fits]
### Color Direction
Based on [industry] conventions and your desired emotions ([emotions]):
- Primary: [color] - [rationale]
- Secondary: [color] - [rationale]
- Accent: [color] - [rationale]
- Neutrals: [colors]
### Competitor Landscape
[2-3 sentence summary of what competitors are doing visually]
- Differentiation opportunity: [specific recommendation]
Does this direction align with your vision? Any adjustments before we proceed?
User confirmation required before proceeding to Phase 4.
Phase 4: Color Palette Generation
Generate a complete color palette based on research findings and user preferences.
4.1 Swatch Count Selection
Ask user before generating:
How many colors would you like in your brand palette?
Recommended options:
- **5 colors** — Minimal palette (primary, secondary, accent, 2 neutrals)
- **7 colors** — Standard palette (adds light/dark variants)
- **10 colors** — Extended palette (full system with semantic colors)
Enter a number or choose a recommendation:
Palette structure by count:
Count
Includes
5
Primary, Secondary, Accent, Light neutral, Dark neutral
7
Above + Primary light variant, Primary dark variant
10
Above + Success, Warning, Error (semantic colors)
4.2 Color Research Workflow
Build on Phase 3.2 research — reference the color direction already approved by user.
For each color role, search for specific inspiration:
web_search: "[color role] color [industry] [brand personality]"
Example: "primary color fintech trustworthy modern"
Validate color accessibility:
web_search: "[hex code] contrast ratio accessibility"
Check color harmony:
read_web_page: "https://coolors.co/contrast-checker"
objective: "Verify [primary] and [secondary] have sufficient contrast"
Research complementary/analogous options:
web_search: "colors that pair well with [primary hex]"
4.3 Color Definition Template
For each color, capture:
Field
Description
Example
Hex code
6-digit hex value
#2563EB
Name
Memorable brand-specific name
Trust Blue
Role
Function in the palette
Primary
Rationale
Why this color fits the brand
Conveys reliability and professionalism; differentiates from competitor's teal
All approved colors have corresponding swatch files
Filenames follow naming convention (lowercase, hyphens, role prefix)
All files are in ./branding/swatches/ directory
Swatch colors match hex codes exactly
No duplicate filenames
Inform user upon completion:
Visual color swatches generated in ./branding/swatches/
Files created:
- primary-[name].png (#XXXXXX)
- secondary-[name].png (#XXXXXX)
- accent-[name].png (#XXXXXX)
- neutral-light-[name].png (#XXXXXX)
- neutral-dark-[name].png (#XXXXXX)
Proceeding to typography selection...
Phase 5: Font Guidelines Generation
Generate a complete typography system with 4 Google Font recommendations based on research findings and brand personality.
5.1 Font Category Selection
Present the 4 font categories to user:
Your brand needs fonts for 4 purposes. I'll recommend Google Fonts for each:
1. **Heading font** — Used for page titles, section headers, hero text
2. **Body font** — Used for paragraphs, descriptions, general content
3. **Accent font** — Used for callouts, quotes, special emphasis
4. **Display font** — Used for logos, large decorative text, marketing materials
Would you like me to proceed with recommendations based on your brand personality ([traits from Q4])?
Font category requirements:
Category
Key Requirements
Typical Styles
Heading
Bold weights, distinctive character
Sans-serif, Slab serif, Display
Body
High readability, multiple weights
Sans-serif, Serif
Accent
Personality-forward, limited use
Script, Display, Decorative
Display
Maximum impact, brand recognition
Display, Custom, Decorative
5.2 Google Fonts Research Workflow
Build on Phase 3.1 research — reference the font direction already explored.
For each font category, search with brand context:
web_search: "Google Fonts best [category] font [brand personality]"
Example: "Google Fonts best heading font modern minimalist"
Browse Google Fonts directly for specific styles:
read_web_page: "https://fonts.google.com/?category=Sans+Serif"
objective: "Find [style] fonts suitable for [category] with [personality traits]"
Research font pairings that work together:
web_search: "[heading font name] font pairing suggestions"
Example: "Playfair Display font pairing suggestions"
Verify font availability and weights:
read_web_page: "https://fonts.google.com/specimen/[FontName]"
objective: "Check available weights, styles, and language support"
Validation checklist for each font:
Available on Google Fonts (free commercial use)
Has required weights (regular, medium, bold minimum)
Supports brand's target languages
Pairs well with other selected fonts
Matches brand personality traits
5.3 Font Definition Template
For each font, capture:
Field
Description
Example
Name
Google Fonts name
Playfair Display
Category
Heading/Body/Accent/Display
Heading
Style
Serif/Sans-serif/Script/Display
Serif
Personality match
How it reflects brand traits
Elegant, sophisticated, timeless
Recommended weights
Which weights to use
Regular (400), Bold (700)
Pairing rationale
Why it works with other fonts
Contrasts well with Inter's clean geometry
5.4 Usage Rules Template
Define usage rules for each font category:
## Heading Font: [Name]**When to use:**- Page titles and H1 headings
- Section headers (H2, H3)
- Hero text and taglines
- Navigation labels
**Sizing guidelines:**- H1: 48-64px (desktop), 32-40px (mobile)
- H2: 32-40px (desktop), 24-28px (mobile)
- H3: 24-28px (desktop), 20-24px (mobile)
**Weight usage:**- Bold (700): Primary headings
- Medium (500): Subheadings
- Regular (400): Navigation, labels
**Do:**- Use for short, impactful text
- Maintain consistent hierarchy
- Allow adequate line height (1.2-1.3)
**Don't:**- Use for body paragraphs
- Mix with display font in same context
- Use light weights for headings
Repeat for each font category with appropriate rules.
5.5 Typography Output Format
Present the complete typography system to user for approval:
## Your Brand Typography System
### Font Stack Overview
| Category | Font | Style | Primary Use |
|----------|------|-------|-------------|
| Heading | Playfair Display | Serif | Titles, headers |
| Body | Inter | Sans-serif | Paragraphs, content |
| Accent | Lora | Serif italic | Quotes, callouts |
| Display | Bebas Neue | Display | Logo, marketing |
### Font Pairing Rationale
[2-3 sentences explaining why these fonts work together and support the brand personality]
### Heading Font: [Name]
- **Style:** [Serif/Sans-serif]
- **Weights:** [List weights to use]
- **Personality:** [How it reflects brand]
- **Usage:** [Primary use cases]
### Body Font: [Name]
- **Style:** [Serif/Sans-serif]
- **Weights:** [List weights to use]
- **Personality:** [How it reflects brand]
- **Usage:** [Primary use cases]
### Accent Font: [Name]
- **Style:** [Serif/Sans-serif/Script]
- **Weights:** [List weights to use]
- **Personality:** [How it reflects brand]
- **Usage:** [Primary use cases]
### Display Font: [Name]
- **Style:** [Display/Decorative]
- **Weights:** [List weights to use]
- **Personality:** [How it reflects brand]
- **Usage:** [Primary use cases]
### Implementation
Google Fonts import link:
\`\`\`html
<link href="https://fonts.googleapis.com/css2?family=[Font1]&family=[Font2]&display=swap" rel="stylesheet">
\`\`\`
CSS variables:
\`\`\`css
:root {
--font-heading: '[Heading Font]', serif;
--font-body: '[Body Font]', sans-serif;
--font-accent: '[Accent Font]', serif;
--font-display: '[Display Font]', sans-serif;
}
\`\`\`
Does this typography system align with your brand vision? Any fonts to adjust?
5.6 Iteration Handling
If user requests changes:
"Too formal" → Research more casual, friendly font alternatives
"Too playful" → Research more professional, structured fonts
"Hard to read" → Prioritize readability metrics, increase x-height preference
"Doesn't match [competitor]" → Research what fonts competitor uses, find differentiated alternatives
"Need more variety" → Research additional weights or complementary fonts
Common font swaps by feedback:
Feedback
Current Style
Try Instead
"Too corporate"
Geometric sans
Humanist sans, Rounded sans
"Too trendy"
Display, Script
Classic serif, Grotesque sans
"Too traditional"
Serif
Modern sans, Slab serif
"Low contrast"
Similar x-heights
Serif + Sans pairing
User approval required before proceeding to Phase 6.
Phase 6: Brand Guidelines Assembly
Compile all brand elements from Phases 4-5 into comprehensive guidelines with clear usage rules for every context.
Before I create your brand guidelines, let's define logo usage rules.
Do you have an existing logo, or will one be designed separately?
- **Existing logo** — I'll create placement and usage rules for it
- **Logo pending** — I'll create placeholder guidelines for future logo
Logo usage template:
## Logo Usage Guidelines### Primary Logo
[Description or placeholder for primary logo]
### Logo Variations
| Variation | Use Case | Background |
|-----------|----------|------------|
| Full color | Primary use, marketing | Light backgrounds |
| Reversed | Dark backgrounds | Dark backgrounds |
| Monochrome | Single-color printing | Any |
| Icon only | Favicons, app icons, small spaces | Any |
### Clear Space Requirements- Minimum clear space: Equal to the height of the logo mark (or "X" unit)
- No text, graphics, or other elements within the clear space zone
- Clear space applies to all edges of the logo
### Minimum Size Requirements
| Format | Minimum Width |
|--------|---------------|
| Print | 1 inch (25mm) |
| Digital | 120px |
| Favicon | 32px (icon only) |
### Logo Placement**Preferred positions:**- Top-left for headers/navigation
- Center for hero sections and marketing
- Bottom-center for footers
**Placement rules by context:**
| Context | Position | Size | Variation |
|---------|----------|------|-----------|
| Website header | Top-left | 40-60px height | Full color |
| Email signature | Bottom-left | 80-120px width | Full color |
| Social media profile | Center | Platform specs | Full color or icon |
| Business cards | Top-left or center | 0.75-1 inch | Full color |
| Presentations | Title slide center, footer | Per template | Full color |
### Logo Don'ts- ❌ Do not stretch, distort, or rotate the logo
- ❌ Do not change logo colors outside approved palette
- ❌ Do not add effects (shadows, gradients, outlines)
- ❌ Do not place on busy backgrounds without sufficient contrast
- ❌ Do not recreate or redraw the logo
- ❌ Do not use outdated versions of the logo
6.2 Color Usage Contexts
Build on Phase 4 color palette — reference the colors already approved by user.
Define color roles and contexts:
## Color Usage Contexts### Color Hierarchy
| Role | Color | Usage Percentage |
|------|-------|------------------|
| Primary | [Primary color] | 60% of brand visuals |
| Secondary | [Secondary color] | 30% of brand visuals |
| Accent | [Accent color] | 10% for emphasis |
### Context-Specific Usage#### Digital Applications
| Element | Color | Hex | Notes |
|---------|-------|-----|-------|
| Primary buttons | Primary | #XXXXXX | Call-to-action buttons |
| Secondary buttons | Secondary | #XXXXXX | Less prominent actions |
| Links | Primary or Accent | #XXXXXX | Ensure contrast |
| Backgrounds | Light neutral | #XXXXXX | Main content areas |
| Headers/Footers | Dark neutral | #XXXXXX | Navigation, footer |
| Hover states | Primary (darkened 10%) | #XXXXXX | Interactive feedback |
| Error states | Red variant | #DC2626 | Form validation |
| Success states | Green variant | #16A34A | Confirmations |
#### Print Applications
| Material | Primary Color Use | Secondary Color Use | Notes |
|----------|------------------|---------------------|-------|
| Business cards | Logo, name | Contact details | White background |
| Letterhead | Header, logo | Accent lines | Conservative use |
| Brochures | Headlines, CTAs | Body accents | Balance with white space |
| Packaging | Dominant brand color | Supporting elements | Consider shelf impact |
#### Social Media
| Platform | Profile | Cover/Banner | Posts |
|----------|---------|--------------|-------|
| LinkedIn | Logo on brand color | Brand gradient or primary | Professional, muted |
| Instagram | Logo icon | Brand imagery | Vibrant, on-brand |
| Twitter/X | Logo icon | Brand pattern or color | Consistent with posts |
| Facebook | Logo icon | Brand imagery | Balanced color use |
### Color Pairing Rules**Allowed combinations:**- Primary + Light neutral (high contrast content)
- Secondary + Dark neutral (subtle headers)
- Accent + Primary (emphasis within primary content)
- Light neutral + Dark neutral (clean, minimal layouts)
**Avoid combinations:**- Primary + Secondary directly adjacent (unless tested for harmony)
- Accent + Accent (never use multiple accents together)
- Any combination that fails WCAG 2.1 AA contrast requirements
### Accessibility Requirements
| Combination | Minimum Contrast | Use Case |
|-------------|------------------|----------|
| Body text on background | 4.5:1 | All body copy |
| Large text on background | 3:1 | Headlines 18px+ |
| UI components | 3:1 | Buttons, inputs |
| Non-text elements | 3:1 | Icons, borders |
6.3 Font Pairing Rules
Build on Phase 5 typography system — reference the 4 fonts already approved.
Define pairing hierarchies:
## Font Pairing Rules### The Font Stack
| Role | Font | Fallback Stack |
|------|------|----------------|
| Heading | [Heading font] | Georgia, serif |
| Body | [Body font] | Arial, sans-serif |
| Accent | [Accent font] | Georgia, serif |
| Display | [Display font] | Impact, sans-serif |
### Pairing Combinations**Approved pairings (use these):**
| Heading | Body | Context |
|---------|------|---------|
| [Heading font] | [Body font] | Standard content pages |
| [Display font] | [Body font] | Marketing materials, landing pages |
| [Heading font] | [Accent font] | Editorial, blog posts |
**Avoid these pairings:**- Display + Accent (too decorative, reduces readability)
- Two fonts from the same category in adjacent elements
- More than 2 fonts on a single page/screen
### Hierarchy Rules**Content hierarchy pattern:**
**Line height by context:**
| Element | Line Height | Letter Spacing |
|---------|-------------|----------------|
| Headlines | 1.1-1.2 | -0.02em to 0 |
| Body text | 1.5-1.7 | 0 |
| Captions | 1.4-1.5 | 0.02em |
| Buttons | 1.2 | 0.05em |
### Context-Specific Typography
#### Website
| Element | Font | Size | Weight |
|---------|------|------|--------|
| Navigation | Body | 14-16px | Medium (500) |
| Hero headline | Display | 48-72px | Bold (700) |
| Section titles | Heading | 32-40px | Bold (700) |
| Body copy | Body | 16-18px | Regular (400) |
| Buttons | Body | 14-16px | Semi-bold (600) |
| Footer links | Body | 14px | Regular (400) |
#### Print Materials
| Element | Font | Size | Weight |
|---------|------|------|--------|
| Document titles | Heading | 24-32pt | Bold |
| Section heads | Heading | 18-24pt | Bold |
| Body copy | Body | 10-12pt | Regular |
| Captions | Body | 8-10pt | Regular |
| Pull quotes | Accent | 14-18pt | Italic |
#### Presentations
| Element | Font | Size | Weight |
|---------|------|------|--------|
| Slide titles | Heading | 36-44pt | Bold |
| Bullet points | Body | 24-28pt | Regular |
| Annotations | Body | 18-20pt | Regular |
6.4 Visual Identity Rules
Define overall visual language beyond colors and fonts:
## Visual Identity Rules### Photography Style**Based on brand personality ([traits from Q4]):**
| Attribute | Guideline |
|-----------|-----------|
| Mood | [Derived from Q6 emotional triggers] |
| Lighting | Natural/studio, bright/moody |
| Color treatment | True color, warm filter, desaturated |
| Subjects | People, products, abstract, lifestyle |
| Composition | Centered, rule-of-thirds, asymmetric |
**Photography dos:**- ✓ Use images that reflect brand personality
- ✓ Maintain consistent color grading across all imagery
- ✓ Feature diverse, authentic subjects when using people
- ✓ Ensure adequate resolution (min 72dpi web, 300dpi print)
**Photography don'ts:**- ✗ Generic stock photos with forced smiles
- ✗ Inconsistent filters or color treatments
- ✗ Busy, cluttered compositions
- ✗ Low-quality or pixelated images
### Iconography
| Attribute | Guideline |
|-----------|-----------|
| Style | Line/solid, rounded/sharp, thick/thin |
| Stroke weight | Consistent (e.g., 2px for all icons) |
| Corner radius | Match brand style (e.g., 4px rounded) |
| Color | Primary, secondary, or neutral only |
| Size | Multiples of 8px (16, 24, 32, 48px) |
### Spacing and Layout**Spacing scale (8px base unit):**
| Token | Value | Use |
|-------|-------|-----|
| xs | 4px | Inline elements, tight groups |
| sm | 8px | Related elements, list items |
| md | 16px | Standard component spacing |
| lg | 24px | Section padding, card margins |
| xl | 32px | Major section breaks |
| 2xl | 48px | Page sections |
| 3xl | 64px | Hero spacing, major divisions |
**Layout principles:**- Use consistent grid system (12-column recommended)
- Maintain generous white space (don't crowd elements)
- Align elements to grid for visual harmony
- Group related content with consistent spacing
### Graphic Elements**Patterns and textures:**- [Define if brand uses patterns — derived from Q19, Q34]
- Usage: backgrounds, section dividers, accent areas
- Never compete with content for attention
**Shapes and containers:**
| Element | Style | Border Radius | Border |
|---------|-------|---------------|--------|
| Cards | Subtle shadow | 8-12px | None or 1px neutral |
| Buttons | Solid fill | 4-8px | None |
| Input fields | Outlined | 4px | 1px neutral |
| Tags/badges | Solid or outlined | 4px or full | Optional 1px |
### Brand Collateral Templates**Required templates for consistency:**
| Template | Key Elements |
|----------|--------------|
| Email signature | Logo, name, title, contact, social icons |
| Presentation | Title slide, content slide, section divider |
| Social post | Brand colors, logo placement, text overlay |
| Document | Letterhead, header, footer with logo |
6.5 Brand Guidelines Confirmation
Present compiled guidelines summary to user:
## Brand Guidelines Summary
I've compiled your brand guidelines covering:
✓ **Logo Usage** — Variations, clear space, minimum sizes, placement rules
✓ **Color Contexts** — Digital, print, social media, accessibility requirements
✓ **Font Pairing** — Approved combinations, hierarchy, sizing by context
✓ **Visual Identity** — Photography, iconography, spacing, graphic elements
Before I generate the final files, please confirm:
1. Do the logo usage rules match your needs?
2. Are the color usage contexts complete for your applications?
3. Do the font pairing rules align with your vision?
4. Any visual identity elements to add or modify?
Once approved, I'll generate:
- `./branding/brand-guidelines.md` — Complete brand guidelines
- `./branding/brand-summary.txt` — Executive summary
- `./branding/swatches/` — Visual color swatches
6.6 Iteration Handling
If user requests changes:
"Need more contexts" → Add specific use cases (signage, merchandise, video)
"Too restrictive" → Relax rules, provide more flexibility language
"Not restrictive enough" → Add more specific don'ts and requirements
"Missing [element]" → Add subsection for requested element
User approval required before proceeding to file generation (Tasks 8-10).
6.7 Markdown File Generation
After user approval in 6.5, generate ./branding/brand-guidelines.md using this template:
# [Brand Name] Brand Guidelines*Version 1.0 | Generated [Date]*
---
## Table of Contents1. [Brand Overview](#brand-overview)
2. [Logo Usage](#logo-usage)
3. [Color Palette](#color-palette)
4. [Typography](#typography)
5. [Visual Identity](#visual-identity)
6. [Application Guidelines](#application-guidelines)
7. [Quick Reference](#quick-reference)
---
## Brand Overview### Brand Essence
[3-5 sentences summarizing brand personality, derived from Q4, Q5, Q6]
### Mission & Values
[From Q3 mission statement and core values]
### Brand Personality
| Trait | Description |
|-------|-------------|
| [Trait 1 from Q4] | How this manifests in brand expression |
| [Trait 2 from Q4] | How this manifests in brand expression |
| [Trait 3 from Q4] | How this manifests in brand expression |
### Target Audience
[Summary from Q7-Q9: ideal customer, where brand fits, problems solved]
---
## Logo Usage### Primary Logo
[Insert logo or placeholder description]
### Logo Variations
| Variation | Use Case | File Name |
|-----------|----------|-----------|
| Full color | Primary use, light backgrounds | logo-full-color.svg |
| Reversed | Dark backgrounds | logo-reversed.svg |
| Monochrome | Single-color printing | logo-mono.svg |
| Icon only | Favicons, app icons, small spaces | logo-icon.svg |
### Clear Space
Minimum clear space equals the height of the logo mark on all sides.
![Clear space diagram placeholder]
### Minimum Sizes
| Format | Minimum Width |
|--------|---------------|
| Print | 1 inch (25mm) |
| Digital | 120px |
| Favicon | 32px (icon only) |
### Logo Placement by Context
| Context | Position | Size | Variation |
|---------|----------|------|-----------|
| Website header | Top-left | 40-60px height | Full color |
| Email signature | Bottom-left | 80-120px width | Full color |
| Social media profile | Center | Platform specs | Full color or icon |
| Business cards | Top-left or center | 0.75-1 inch | Full color |
| Presentations | Title slide center, footer | Per template | Full color |
### Logo Don'ts- ❌ Do not stretch, distort, or rotate the logo
- ❌ Do not change logo colors outside approved palette
- ❌ Do not add effects (shadows, gradients, outlines)
- ❌ Do not place on busy backgrounds without sufficient contrast
- ❌ Do not recreate or redraw the logo
- ❌ Do not use outdated versions of the logo
---
## Color Palette### Primary Colors
| Color | Hex | RGB | Role |
|-------|-----|-----|------|
| [Name] | #XXXXXX | rgb(X, X, X) | Primary brand color |
| [Name] | #XXXXXX | rgb(X, X, X) | Secondary brand color |
### Accent Colors
| Color | Hex | RGB | Role |
|-------|-----|-----|------|
| [Name] | #XXXXXX | rgb(X, X, X) | Call-to-action, emphasis |
### Neutral Colors
| Color | Hex | RGB | Role |
|-------|-----|-----|------|
| [Name] | #XXXXXX | rgb(X, X, X) | Backgrounds |
| [Name] | #XXXXXX | rgb(X, X, X) | Text |
| [Name] | #XXXXXX | rgb(X, X, X) | Borders |
### Color Hierarchy
| Role | Color | Usage Percentage |
|------|-------|------------------|
| Primary | [Primary color] | 60% of brand visuals |
| Secondary | [Secondary color] | 30% of brand visuals |
| Accent | [Accent color] | 10% for emphasis |
### Digital Color Usage
| Element | Color | Hex | Notes |
|---------|-------|-----|-------|
| Primary buttons | Primary | #XXXXXX | Call-to-action |
| Secondary buttons | Secondary | #XXXXXX | Less prominent actions |
| Links | Primary or Accent | #XXXXXX | Ensure contrast |
| Backgrounds | Light neutral | #XXXXXX | Main content areas |
| Headers/Footers | Dark neutral | #XXXXXX | Navigation, footer |
| Hover states | Primary (darkened 10%) | #XXXXXX | Interactive feedback |
| Error states | Red | #DC2626 | Form validation |
| Success states | Green | #16A34A | Confirmations |
### Print Color Usage
| Material | Primary | Secondary | Notes |
|----------|---------|-----------|-------|
| Business cards | Logo, name | Contact details | White background |
| Letterhead | Header, logo | Accent lines | Conservative use |
| Brochures | Headlines, CTAs | Body accents | Balance with white space |
| Packaging | Dominant brand | Supporting elements | Consider shelf impact |
### Accessibility Requirements
| Combination | Minimum Contrast | Use Case |
|-------------|------------------|----------|
| Body text on background | 4.5:1 | All body copy |
| Large text on background | 3:1 | Headlines 18px+ |
| UI components | 3:1 | Buttons, inputs |
| Non-text elements | 3:1 | Icons, borders |
---
## Typography### Font Stack
| Category | Font | Fallback | Primary Use |
|----------|------|----------|-------------|
| Heading | [Font name] | Georgia, serif | Titles, headers |
| Body | [Font name] | Arial, sans-serif | Paragraphs, content |
| Accent | [Font name] | Georgia, serif | Quotes, callouts |
| Display | [Font name] | Impact, sans-serif | Logo, marketing |
### Google Fonts Implementation```html
<link href="https://fonts.googleapis.com/css2?family=[Font1]:wght@400;500;700&family=[Font2]:wght@400;600&display=swap" rel="stylesheet">
These guidelines ensure consistent brand expression across all touchpoints. For questions or exceptions, contact [brand owner/team].
**File generation workflow:**
1. Copy template above
2. Replace all placeholders `[...]` with actual values from questionnaire and Phase 4-6 outputs
3. Replace `#XXXXXX` hex codes with actual palette colors
4. Update font names with Phase 5 selections
5. Remove placeholder image references if no assets exist
6. Save to `./branding/brand-guidelines.md`
**Validation checklist before saving:**
- [ ] All placeholders replaced with actual values
- [ ] Brand name appears in title and overview
- [ ] All colors from Phase 4 palette included
- [ ] All fonts from Phase 5 included with correct names
- [ ] Logo usage rules match Phase 6.1
- [ ] Color contexts match Phase 6.2
- [ ] Font pairing rules match Phase 6.3
- [ ] Visual identity rules match Phase 6.4
- [ ] No orphaned placeholder text (`[...]`, `#XXXXXX`, `[Font name]`)
#### 6.8 Text File Generation (Executive Summary)
Generate a concise executive summary for stakeholders who need key brand decisions at a glance.
**Purpose:** Unlike the comprehensive brand-guidelines.md, this summary highlights only the most critical decisions for quick reference by executives, partners, and vendors.
**File location:** `./branding/brand-summary.txt`
**Template:**
[Critical decision #5 — e.g., "Tone of voice: friendly but professional"]
QUICK RULES
✓ DO:
• Use primary color for CTAs and key actions
• Maintain logo clear space (equal to logo height)
• Follow heading/body font pairing for all content
• Ensure 4.5:1 contrast ratio for body text
✗ DON'T:
• Distort, rotate, or recolor the logo
• Use more than 2 fonts on a single page
• Place logo on busy backgrounds
• Use unapproved color combinations
================================================================================
For full guidelines, see brand-guidelines.md
**Generating the summary:**
1. Extract key values from questionnaire responses (Q3, Q4, Q6, Q7, Q24)
2. Pull color palette from Phase 4 output
3. Pull font selections from Phase 5 output
4. Identify 5 most critical decisions from the branding process
5. Save to `./branding/brand-summary.txt`
**Key decisions selection criteria:**
Choose decisions that:
- Differentiate this brand from competitors
- Required significant discussion or iteration
- Impact multiple touchpoints
- Represent strategic trade-offs
**Content guidelines:**
- Keep each line under 80 characters for readability
- Use plain text formatting (no markdown)
- Include hex codes for easy copy/paste
- Avoid jargon — executives may not know design terms
**Validation checklist:**
- [ ] Brand name in header
- [ ] All placeholders replaced
- [ ] All hex codes are valid 6-character codes
- [ ] Font names match Google Fonts exactly
- [ ] Key decisions are specific, not generic
- [ ] Next steps are actionable
- [ ] File paths are correct relative paths
---
### Phase 7: Evaluation and Approval
After generating all brand assets, systematically evaluate output quality and alignment with user requirements before final delivery.
#### 7.1 Output Completeness Checklist
**Verify all required files exist:**
| File | Location | Status |
|------|----------|--------|
| Brand Guidelines | `./branding/brand-guidelines.md` | [ ] Exists |
| Executive Summary | `./branding/brand-summary.txt` | [ ] Exists |
| Primary Color Swatch | `./branding/swatches/primary-*.png` | [ ] Exists |
| Secondary Color Swatch | `./branding/swatches/secondary-*.png` | [ ] Exists |
| Accent Color Swatch | `./branding/swatches/accent-*.png` | [ ] Exists |
| Neutral Swatches | `./branding/swatches/neutral-*.png` | [ ] Exist |
**Verify content completeness:**
| Section | Requirement | Check |
|---------|-------------|-------|
| Brand Overview | Mission, values, personality defined | [ ] |
| Color Palette | All colors have hex, RGB, rationale | [ ] |
| Typography | 4 fonts with usage rules | [ ] |
| Logo Guidelines | Placement, sizing, don'ts documented | [ ] |
| Visual Identity | Photography, icons, spacing defined | [ ] |
| Quick Reference | Summary table present | [ ] |
#### 7.2 Questionnaire Alignment Verification
**Compare outputs against user's original answers:**
| Question | User Answer | Output Alignment | Match? |
|----------|-------------|------------------|--------|
| Q4: Brand personality (3 words) | [recorded answer] | Reflected in color rationale, font choices | [ ] |
| Q6: Emotional triggers | [recorded answer] | Color psychology aligns | [ ] |
| Q13: Brand tone | [recorded answer] | Typography personality matches | [ ] |
| Q17: Color preferences | [recorded answer] | Palette includes preferences, avoids excluded colors | [ ] |
| Q18: Typography preferences | [recorded answer] | Font selections align | [ ] |
| Q19: Visual style | [recorded answer] | Overall visual identity matches | [ ] |
| Q24: Unique value proposition | [recorded answer] | Differentiation visible in guidelines | [ ] |
**Alignment scoring:**
- **Strong match (✓):** Output directly reflects user input
- **Partial match (~):** Output somewhat reflects input, may need refinement
- **Mismatch (✗):** Output contradicts or ignores user input
**Minimum threshold:** All critical questions (Q4, Q6, Q13, Q17, Q19) must be Strong or Partial match.
#### 7.3 Quality Standards Verification
**Color Palette Quality:**
- [ ] Primary color is distinctive and memorable
- [ ] Color roles are clear (primary, secondary, accent, neutrals)
- [ ] Accessibility: Text colors meet WCAG 2.1 AA contrast (4.5:1)
- [ ] Colors work together harmoniously
- [ ] Rationale explains why each color was chosen
**Typography Quality:**
- [ ] Heading and body fonts pair well together
- [ ] All fonts available on Google Fonts
- [ ] Font weights specified (regular, medium, bold minimum)
- [ ] Sizing guidelines are practical (not too small, not too large)
- [ ] Fallback fonts defined
**Guidelines Quality:**
- [ ] No orphaned placeholders (`[...]` or `#XXXXXX`)
- [ ] All hex codes are valid 6-character format
- [ ] Rules are specific and actionable, not generic
- [ ] Context-specific guidance provided (web, print, social)
- [ ] Do's and Don'ts are clear
#### 7.4 User Approval Checkpoint
**Present evaluation summary to user:**
Brand Guidelines Evaluation
I've completed your brand guidelines. Here's my evaluation:
Completeness
✓ All 3 output files generated
✓ [X] color swatches created
✓ All required sections present
Alignment with Your Vision
Your Input
How It's Reflected
Personality: [3 words from Q4]
[How colors/fonts reflect this]
Emotional triggers: [from Q6]
[How palette evokes this]
Visual style: [from Q19]
[How overall identity matches]
Quality Check
✓ Accessibility requirements met
✓ All placeholders replaced
✓ Actionable guidelines provided
Please review the generated files:
./branding/brand-guidelines.md — Full brand guidelines
./branding/brand-summary.txt — Executive summary
./branding/swatches/ — Visual color swatches
Do you approve these brand guidelines?
Approve — Guidelines are complete and accurate
Request changes — Specify what needs adjustment
Restart section — Redo a specific phase (colors, fonts, guidelines)
Full restart — Begin questionnaire again with different direction
#### 7.5 Rejection Handling
**If user selects "Request changes":**
1. Ask user to specify which elements need adjustment:
- Colors (which ones, what's wrong)
- Fonts (which category, what's the issue)
- Guidelines (which section, what's missing)
2. Return to the relevant phase:
| Issue Area | Return To |
|------------|-----------|
| Color changes | Phase 4.5 (Iteration Handling) |
| Font changes | Phase 5.6 (Iteration Handling) |
| Guideline structure | Phase 6.6 (Iteration Handling) |
| Missing content | Relevant section in Phase 6 |
3. After changes, regenerate affected output files
4. Return to Phase 7.4 for re-evaluation
**If user selects "Restart section":**
1. Ask which phase to restart:
Which section would you like to redo?
Color Palette (Phase 4)
Typography (Phase 5)
Brand Guidelines (Phase 6)
2. Clear previous outputs for that section
3. Resume from beginning of selected phase
4. Carry forward unchanged sections
**If user selects "Full restart":**
1. Confirm with user:
Starting over will discard all current work. Are you sure?
Yes, start fresh
No, let me request specific changes instead
2. If confirmed:
- Archive current `./branding/` to `./branding-v1/`
- Return to Phase 1 (Conversation Flow Selection)
- Begin questionnaire anew
#### 7.6 Iteration Limits
**Maximum iterations per phase:**
- Color palette: 3 major revisions
- Typography: 3 major revisions
- Guidelines structure: 2 major revisions
**After reaching limit:**
We've made [X] revisions to [section]. To ensure we're aligned:
Let's review your original answers to questions [relevant Q#s]
Can you share a specific example of a brand that has what you're looking for?
What single word best describes what's missing?
This will help me understand the gap and propose a better solution.
**Full restart limit:** 2 complete restarts
After 2 full restarts, recommend:
We've tried two different directions. Before starting again, I recommend:
Collect 3-5 brand examples you love and note specifically what you like
Write a short paragraph describing your ideal customer's first impression
List any absolute requirements (colors to use/avoid, style constraints)
This preparation will help us nail it on the next attempt.
#### 7.7 Approval and Delivery
**When user approves:**
1. Confirm delivery:
✓ Brand guidelines approved!
Your brand assets are ready in ./branding/:
brand-guidelines.md — Full brand documentation
brand-summary.txt — Executive summary for stakeholders
swatches/ — Visual color swatches
Recommended next steps:
Share brand-summary.txt with stakeholders for alignment
Use brand-guidelines.md as the source of truth for all design work
Create or finalize your logo based on the visual identity guidelines
Set up brand colors and fonts in your design tools
2. Offer follow-up options:
Would you like me to help with anything else?
Generate additional assets (social media templates, email signatures)
Create a brand presentation deck
Document brand voice and messaging guidelines in more detail
3. Archive the session:
- Questionnaire responses are captured in the guidelines
- No separate archive needed unless user requests
---
## Iteration Loop Workflow
The branding process uses a **generate → evaluate → iterate** loop to ensure output quality. This section documents the explicit loop structure.
### Loop Overview
