# Brand Identity — [Product Name]
> Generated by brand-identity-generator. This file is the single source of truth for all visual decisions.
> Every AI tool building UI for this project should read this file first.
---
## 1. Brand Context
- **Product:** [What it is — one sentence]
- **Audience:** [Who uses it, in what context, how often, on what devices]
- **Feel:** [Plain-English feeling — 1-2 sentences]
- **Reference brands:** [1-2 brands] — [what to take from each, specifically]
---
## 2. Colors
### Primary
| State | Hex | Usage |
|-------|-----|-------|
| Default | #XXXXXX | Primary buttons, links, active indicators |
| Hover | #XXXXXX | Darkened/lightened on hover |
| Active | #XXXXXX | While being pressed |
| Disabled | #XXXXXX | Disabled primary elements (pair with opacity 0.5) |
### Secondary Accent
| State | Hex | Usage |
|-------|-----|-------|
| Default | #XXXXXX | Secondary buttons, accent elements |
| Hover | #XXXXXX | Hover state |
| Active | #XXXXXX | Active/pressed state |
| Disabled | #XXXXXX | Disabled state |
### Neutral Scale
| Shade | Hex | Usage |
|-------|-----|-------|
| 50 | #XXXXXX | Page backgrounds, subtle fills |
| 100 | #XXXXXX | Card backgrounds, hover states on white |
| 150 | #XXXXXX | Dividers on light backgrounds |
| 200 | #XXXXXX | Input borders, secondary dividers |
| 300 | #XXXXXX | Disabled text, placeholder text |
| 400 | #XXXXXX | Icon default color, helper text |
| 500 | #XXXXXX | Secondary text, labels |
| 600 | #XXXXXX | Body text on light backgrounds |
| 700 | #XXXXXX | Strong text, emphasis |
| 800 | #XXXXXX | Headings |
| 900 | #XXXXXX | Primary text, highest contrast |
| 950 | #XXXXXX | Near-black, use sparingly |
### Semantic Colors
| Role | Text | Background | Border |
|------|------|------------|--------|
| Success | #XXXXXX | #XXXXXX | #XXXXXX |
| Warning | #XXXXXX | #XXXXXX | #XXXXXX |
| Error | #XXXXXX | #XXXXXX | #XXXXXX |
| Info | #XXXXXX | #XXXXXX | #XXXXXX |
### Surface Colors
| Surface | Hex | Usage |
|---------|-----|-------|
| Page background | #XXXXXX | `<body>` background |
| Card background | #XXXXXX | Card, panel, popover backgrounds |
| Elevated surface | #XXXXXX | Dropdowns, tooltips, floating elements |
| Overlay backdrop | rgba(X,X,X,0.X) | Behind modals and drawers |
### Dark Mode
[Either provide a full mapping for dark mode:]
| Light token | Dark equivalent |
|-------------|-----------------|
| Page background #XXXXXX | #XXXXXX |
| Card background #XXXXXX | #XXXXXX |
| Primary text #XXXXXX | #XXXXXX |
| Secondary text #XXXXXX | #XXXXXX |
| Border #XXXXXX | #XXXXXX |
| Primary #XXXXXX | #XXXXXX (adjust for dark bg contrast) |
[...complete mapping for every token above]
[Or explicitly opt out:]
> Dark mode not supported. Do not generate dark mode variants.
---
## 3. Typography
### Font Stack
- **Headings:** [Font Name], [fallback stack]
- **Body:** [Font Name], [fallback stack]
- **Monospace:** [Font Name], [fallback stack] *(if applicable — omit if no code/data display)*
### Type Scale
| Role | Size (rem / px) | Weight | Line Height | Letter Spacing |
|------|-----------------|--------|-------------|----------------|
| Display | X.Xrem / XXpx | XXX | 1.1 | -0.02em |
| H1 | X.Xrem / XXpx | XXX | 1.2 | -0.01em |
| H2 | X.Xrem / XXpx | XXX | 1.25 | -0.005em |
| H3 | X.Xrem / XXpx | XXX | 1.3 | 0 |
| H4 | X.Xrem / XXpx | XXX | 1.35 | 0 |
| Body Large | X.Xrem / XXpx | XXX | 1.6 | 0 |
| Body | 1rem / 16px | 400 | 1.5 | 0 |
| Body Small | X.Xrem / XXpx | XXX | 1.5 | 0 |
| Caption | X.Xrem / XXpx | XXX | 1.4 | 0.01em |
| Overline | X.Xrem / XXpx | XXX | 1.4 | 0.05em |
### Typography Rules
- **Max line width:** 65ch for body text, 45ch for narrow columns
- **Min body size:** 16px — never go smaller for body text
- **Font loading:** Use `font-display: swap` and `<link rel="preload">` for custom fonts
---
## 4. Spacing & Layout
### Base Unit
- Base: Xpx
### Spacing Scale
All values are multiples of the base unit.
| Token | Value | Common Use |
|-------|-------|------------|
| space-0 | 0px | No spacing |
| space-1 | Xpx | Tight inline spacing, icon-to-text gap |
| space-2 | Xpx | Input padding (vertical), badge padding |
| space-3 | Xpx | Button padding (vertical), list item gap |
| space-4 | Xpx | Card padding (internal), form field gap |
| space-5 | Xpx | Group separation, field-to-field gap |
| space-6 | Xpx | Section padding, card spacing |
| space-8 | Xpx | Large section breaks |
| space-10 | Xpx | Page-level vertical rhythm |
| space-12 | Xpx | Major content separations |
| space-16 | Xpx | Hero sections, page-level spacing |
| space-20 | Xpx | Full-page section gaps |
| space-24 | Xpx | Maximum spacing (hero to content) |
### Component Padding
| Component | Padding |
|-----------|---------|
| Button (sm) | Xpx Xpx |
| Button (md) | Xpx Xpx |
| Button (lg) | Xpx Xpx |
| Input | Xpx Xpx |
| Card | Xpx |
| Modal | Xpx |
| Section spacing | Xpx (between major page sections) |
### Breakpoints
| Name | Min Width | Columns | Gutter |
|------|-----------|---------|--------|
| sm | XXXpx | X | Xpx |
| md | XXXpx | X | Xpx |
| lg | XXXpx | XX | Xpx |
| xl | XXXXpx | XX | Xpx |
### Container
| Breakpoint | Max Width |
|------------|-----------|
| sm | 100% (padding Xpx) |
| md | XXXpx |
| lg | XXXXpx |
| xl | XXXXpx |
---
## 5. Shape & Elevation
### Corner Radius Scale
| Token | Value | Usage |
|-------|-------|-------|
| radius-none | 0px | Tables, full-bleed elements |
| radius-sm | Xpx | Badges, chips, small elements |
| radius-default | Xpx | Buttons, inputs |
| radius-md | Xpx | Cards, dropdowns |
| radius-lg | Xpx | Modals, large panels |
| radius-xl | Xpx | Feature cards, hero sections |
| radius-full | 9999px | Avatars, pill buttons, indicators |
### Shadow Scale
| Token | CSS Value | Usage |
|-------|-----------|-------|
| shadow-none | none | Flat elements, bordered cards |
| shadow-xs | 0 1px 2px rgba(X,X,X,0.XX) | Subtle lift, input focus |
| shadow-sm | 0 1px 3px rgba(X,X,X,0.XX), 0 1px 2px rgba(X,X,X,0.XX) | Cards, buttons |
| shadow-md | 0 4px 6px rgba(X,X,X,0.XX), 0 2px 4px rgba(X,X,X,0.XX) | Dropdowns, popovers |
| shadow-lg | 0 10px 15px rgba(X,X,X,0.XX), 0 4px 6px rgba(X,X,X,0.XX) | Modals, drawers |
| shadow-xl | 0 20px 25px rgba(X,X,X,0.XX), 0 8px 10px rgba(X,X,X,0.XX) | Floating panels |
### Elevation Rules
- Use **shadow** for floating elements (dropdowns, modals, tooltips)
- Use **border** for inline elements (cards, inputs, dividers)
- Use **background change** for state changes (hover, selected)
- Never combine shadow + heavy border on the same element
### Borders
| Token | Value |
|-------|-------|
| border-thin | 1px solid [neutral-200 hex] |
| border-default | 1px solid [neutral-300 hex] |
| border-heavy | 2px solid [neutral-400 hex] |
---
## 6. Iconography
- **Library:** [Icon library name — e.g., Lucide, Heroicons, Phosphor]
- **Style:** [Outline / Solid / Duotone] — use ONE style consistently
### Icon Sizes
| Context | Size | Notes |
|---------|------|-------|
| Inline (with text) | 16px | Aligns with body text |
| Button icon | 18px | Pairs with button text |
| Navigation | 20px | Sidebar and nav items |
| Decorative / empty state | 24px | Standalone icons, illustrations |
### Icon Rules
- Stroke weight: [X.X]px
- Color: inherits text color by default. Use `currentColor`.
- Never mix icon libraries. Pick one and use it everywhere.
- Icons in buttons go left of text. Icons in nav go left of label.
---
## 7. Animation & Motion
### Default Transition
- Duration: [XXX]ms
- Easing: [easing function — e.g., cubic-bezier(0.4, 0, 0.2, 1)]
### What Animates
- Button hover/active state changes
- Dropdown open/close
- Modal enter/exit
- Toast slide-in and fade-out
- Focus ring appearance
- Color and background-color transitions
- Accordion expand/collapse
### What Does NOT Animate
- Page layouts or grid shifts
- Font size or weight changes
- Border-radius changes
- Box-shadow changes (except focus ring)
- Scroll position (use native smooth scroll)
### Reduced Motion
```css
@media (prefers-reduced-motion: reduce) {
*, *::before, *::after {
animation-duration: 0.01ms !important;
animation-iteration-count: 1 !important;
transition-duration: 0.01ms !important;
}
}
```
- Always support `prefers-reduced-motion`
- No decorative animations unless explicitly specified in this document
---
## 8. Component Specs (Summary)
This section specifies the brand-level token values for key components. For detailed component behavior, patterns, and implementation guidance, see the **ui-patterns** skill.
### Key Component Tokens
Specify values for these components using the brand tokens from sections above:
| Component | Key Properties to Specify |
|-----------|--------------------------|
| Button (primary, secondary, ghost, destructive) | Background, text color, border, height, padding, radius, font weight, hover/active/focus/disabled states |
| Input | Background, border, text/placeholder colors, height, padding, radius, focus ring, error state |
| Card | Background, border, shadow, radius, padding, hover state (if clickable) |
| Badge (default, success, warning, error, info) | Background, text color, padding, radius, font size/weight |
| Toast (success, error, warning, info) | Background, text color, icon, border-left, shadow, auto-dismiss duration |
| Modal | Backdrop color, background, radius, shadow, padding, max-width, animation |
| Table | Header style, row height/border/hover, cell padding, sort indicators |
| Navigation | Style (sidebar/topnav), background, dimensions, item states, mobile behavior |
**State coverage requirements:**
- **Interactive** (Button, Input, Nav items): default, hover, active, focus, disabled, loading, error
- **Container** (Card, Modal): default, hover (if clickable), selected, disabled, loading (skeleton)
- **Status** (Badge, Toast): variant-based — not interactive-state-based
- **Data** (Table): row default, hover, selected, header, empty state, loading (skeleton)
---
## 9. Anti-Patterns
These are explicitly banned. Any AI tool reading this file should treat these as hard rules.
1. **No gratuitous gradients** — Solid colors only unless explicitly specified above
2. **No text shadows** — Never apply shadow to text elements
3. **No stock photography** — Use icons, illustrations, or user-generated content instead
4. **No AI-generated hero images** — They look generic and undermine trust
5. **No decorative borders** — Borders serve structure (separation, containment), not decoration
6. **Never mix icon libraries** — Use [specified library] exclusively
7. **No color as sole indicator** — Always pair color with text, icon, or pattern (accessibility requirement)
8. **No placeholder-only labels** — Every input needs a visible label above it; placeholders are supplemental
9. **No pure black (#000000) backgrounds** — Use [neutral-950 hex] instead
10. **No pure white (#FFFFFF) on dark backgrounds** — Use [neutral-50 hex] for softer contrast
11. **No more than 2 font families** — Heading + body (+ mono if needed for code)
12. **No font sizes below 12px** — Caption and overline can go to 12px but never smaller
13. **No horizontal scrolling** — Content must fit viewport width at every breakpoint
14. [Brand-specific anti-pattern based on chosen reference — e.g., "No rounded corners over Xpx" for a Stripe-like brand, or "No dark mode" for a Calm-like brand]
15. [Brand-specific anti-pattern]
16. [Brand-specific anti-pattern]
---
## 10. Accessibility (Enforced)
These are not suggestions. They are requirements. Every component and page must comply.
### Color Contrast (WCAG 2.1 AA)
- Normal text (< 24px / < 18.66px bold): **4.5:1** minimum contrast ratio
- Large text (>= 24px / >= 18.66px bold): **3:1** minimum contrast ratio
- UI components and graphical objects: **3:1** minimum
### Contrast Ratios for This Brand
| Pairing | Foreground | Background | Ratio | Pass? |
|---------|------------|------------|-------|-------|
| Body text on page bg | #XXXXXX | #XXXXXX | XX:1 | AA |
| Body text on card bg | #XXXXXX | #XXXXXX | XX:1 | AA |
| Primary button text on primary bg | #XXXXXX | #XXXXXX | XX:1 | AA |
| Secondary text on page bg | #XXXXXX | #XXXXXX | XX:1 | AA |
| Placeholder on input bg | #XXXXXX | #XXXXXX | XX:1 | AA |
| Link text on page bg | #XXXXXX | #XXXXXX | XX:1 | AA |
| Error text on error bg | #XXXXXX | #XXXXXX | XX:1 | AA |
| Success text on success bg | #XXXXXX | #XXXXXX | XX:1 | AA |
### Interactive Elements
- **Focus indicators** on ALL interactive elements (buttons, links, inputs, selects, checkboxes)
- Focus ring: 2px solid [primary hex], 2px offset — visible on both light and dark backgrounds
- **Touch targets:** minimum 44x44px on all interactive elements
- **Color not sole indicator:** Never use color alone to communicate state. Pair with icon, text, or pattern.
### Forms
- **Visible labels** above every input (not placeholder-only)
- **Error messages** appear below the field with icon + text (not color alone)
- **Required fields** marked with text "(required)" — not asterisk only
- **Autocomplete** attributes on all standard fields (name, email, address, etc.)
### Structure
- **Heading hierarchy:** h1 > h2 > h3 > h4 — never skip levels
- **Skip navigation link** as first focusable element on every page
- **Landmark roles:** main, nav, footer, aside — used correctly
- **Alt text:** All meaningful images have descriptive alt text. Decorative images use `alt=""`
- **Language attribute:** `<html lang="en">` (or appropriate language)
---
## 11. Responsive Design (Enforced)
### Approach
- **Mobile-first:** Base styles are mobile. Layer up with min-width media queries.
### Breakpoints
| Name | Value | Target |
|------|-------|--------|
| sm | XXXpx | Large phones, landscape |
| md | XXXpx | Tablets |
| lg | XXXpx | Laptops, small desktops |
| xl | XXXXpx | Large desktops |
### Fluid Typography
Use `clamp()` for responsive type sizing:
```css
--font-display: clamp(X.Xrem, Xvw + Xrem, X.Xrem);
--font-h1: clamp(X.Xrem, Xvw + Xrem, X.Xrem);
--font-h2: clamp(X.Xrem, Xvw + Xrem, X.Xrem);
--font-h3: clamp(X.Xrem, Xvw + Xrem, X.Xrem);
--font-body-lg: clamp(X.Xrem, Xvw + Xrem, X.Xrem);
```
### Mobile Requirements
- No horizontal scroll at any viewport width
- Touch targets: 44px minimum on mobile
- Input font size: 16px minimum (prevents iOS zoom)
- Thumb-friendly zones for primary actions
### Navigation Transformation
- **Desktop (>= [lg breakpoint]):** [sidebar/topnav as specified in component specs]
- **Tablet ([md] to [lg]):** [collapsed sidebar / topnav with overflow menu]
- **Mobile (< [md]):** [hamburger menu / bottom tab bar / drawer nav]
### Images
- `max-width: 100%` on all images
- Use `srcset` and `sizes` for responsive images
- Provide WebP with fallback
- Lazy load below-the-fold images: `loading="lazy"`
### Container
- Max width: [xl container max-width]
- Auto side margins for centering
- Horizontal padding: [space-4] on mobile, [space-6] on desktop
