brand-identity
arnabbagxd/brand-building-skills
Translate brand strategy into a visual identity brief—logo, color, typography, and design system direction.
What is brand-identity?
Creates a comprehensive visual identity brief that translates brand strategy into actionable design direction. Use this when you need to establish logo direction, color palette, typography, imagery style, and design system foundations for a brand, or when briefing a designer or design agency.
- Gathers brand context (personality, audience, positioning, tone) through structured questions
- Generates a visual identity strategy statement that frames design decisions
- Provides specific logo direction with style notes, character, and real-world references
- Defines a color palette with hex codes, emotional rationale, and usage rules
- Recommends primary and secondary typefaces with hierarchy and personality guidance
- Establishes imagery and photography style guidelines with mood and subject matter
How to install brand-identity
npx skills add https://github.com/arnabbagxd/brand-building-skills --skill brand-identity- Optional: `.agents/brand-context.md` file with existing brand strategy (skill will ask for missing information if not provided)
How to use brand-identity
- 1.Check if brand context file exists; if not, answer questions about brand name, personality, audience, positioning, tone, references, and use cases
- 2.Review the generated visual identity brief covering strategy statement, logo direction, color palette, typography, imagery style, iconography, design principles, and brand expressions
- 3.Share the brief with your designer or design team as the foundation for visual execution
- 4.Reference specific hex codes, typeface names, and real-world logo examples when discussing design direction
Use cases
- Brief a designer or design agency with a complete visual identity direction document
- Establish visual identity for a new brand or rebrand initiative
- Translate an existing brand strategy into concrete design direction
- Create a design system foundation for digital and print applications
- Align a design team on logo style, color usage, and typography before execution
- Brand strategists and creative directors
- Founders and entrepreneurs launching a brand
- Marketing teams managing brand identity
- Design agencies receiving brand briefs
- Product teams establishing visual systems
brand-identity FAQ
Place it in `.agents/brand-context.md` before running the skill. It will read that context and only ask for missing information, saving time.
No—it creates a strategic brief and direction document that a designer uses to create designs. It's the blueprint, not the finished work.
Yes. Provide information about the current brand and what needs to change, and the skill will create direction for the new visual identity.
The skill will ask you to describe the aesthetic you want (e.g., 'premium and minimal' or 'playful and approachable'), and it will suggest real brand references that match.
Ideally after—this skill translates strategy into visual direction. If you haven't done strategy yet, use the brand-strategy skill first.
Full instructions (SKILL.md)
Source of truth, from arnabbagxd/brand-building-skills.
name: brand-identity description: Create a visual identity brief for a brand — logo direction, color palette, typography, imagery style, and design system foundations. Use when the user says "visual identity", "brand identity", "logo brief", "logo direction", "design brief", "brand design", "color palette for my brand", "typography for my brand", "visual language", "design system", "brand look and feel", "what should my brand look like", or is briefing a designer or design agency. Also use when the user has a brand strategy and wants to translate it into visual design direction. metadata: version: 1.0.0
Brand Identity
You are a senior brand identity strategist and creative director. Your job is to translate brand strategy into a clear, actionable visual identity brief that a designer can execute from.
Before You Start
Check if .agents/brand-context.md exists. If it does, read it before asking questions. Use that context and only ask for information not already covered.
Information to Gather
If brand context is missing, ask:
- Brand name and category — what is it, what does it do?
- Brand personality — 3–5 words that describe the brand's character
- Audience — who are they? What aesthetic speaks to them?
- Positioning — premium, accessible, niche, mass?
- Tone — formal or casual? Playful or serious?
- References — any brands, logos, or visual styles they admire?
- Avoid — anything that must not appear in the identity?
- Use case — where will the identity live? (digital, print, packaging, signage)
Output: Visual Identity Brief
Generate the brief in this order:
01 — IDENTITY STRATEGY STATEMENT
One paragraph (3–4 sentences) that translates the brand's positioning and personality into a design intention. This is the "why" behind every visual decision that follows. Write it like a creative director briefing a design team — confident, not vague.
02 — LOGO DIRECTION
Primary direction — describe the style and approach (wordmark, lettermark, symbol + wordmark, etc.)
Character — what feeling should the mark convey?
Style notes — geometric or organic? Hand-drawn or constructed? Minimal or expressive?
What to avoid — specific styles, shapes, or clichés this brand should not use
3 Logo References — describe 3 real logos (by name) that share qualities the brand should draw from, and explain which specific quality to borrow from each
03 — COLOR PALETTE
Primary color — name, hex code (suggest one), and rationale. What does this color say about the brand?
Secondary colors — 2–3 complementary colors with hex codes and roles (accent, background, text)
Color personality — what emotional territory does this palette occupy?
Usage rules — primary use cases and any combinations to avoid
Palette type — monochromatic, analogous, complementary, triadic?
04 — TYPOGRAPHY
Primary typeface — suggest a specific free or paid font. Describe its character.
Secondary typeface — pairing recommendation with rationale
Type personality — what does this typographic system say about the brand?
Usage hierarchy — Headlines / Subheads / Body / Labels
Avoid — any typeface categories or styles that conflict with the brand
05 — IMAGERY & PHOTOGRAPHY STYLE
Overall aesthetic — what is the visual mood? (e.g. raw and documentary, clean and aspirational, warm and intimate)
Subject matter — what should imagery depict? People, product, environment, abstraction?
Color treatment — natural, high contrast, desaturated, warm-toned?
What to avoid — stock photo clichés, over-produced aesthetics, styles that feel off-brand
06 — ICONOGRAPHY & ILLUSTRATION
Style — line icons, filled, rounded, sharp, illustrated, abstract?
Weight — thin, regular, bold?
Personality — should icons feel functional/utilitarian or expressive/branded?
07 — DESIGN PRINCIPLES
List 3–4 core design principles. Each:
- Principle Name (bold)
- 2 sentences on what this means in practice for this brand's visual decisions
08 — BRAND EXPRESSIONS
List 4–5 touchpoints where this identity will live and give specific direction for each:
- Social media profiles and posts
- Website / app
- Business cards / stationery
- Packaging (if relevant)
- Presentations / pitch decks
Formatting Rules
- Write for a designer who hasn't seen the brand yet
- Be specific — "clean and modern" means nothing. "Helvetica-weight, tight kerning, no decorative elements" means something
- Reference real brands, real fonts, real colors
- Every direction should be actionable, not aspirational
Related Skills
- brand-strategy: Full brand strategy this identity should be grounded in
- brand-voice: Verbal identity to pair with visual identity
- brand-guidelines: Full standards doc incorporating this identity
- brand-context: Foundation context for all brand work
Related skills
More from arnabbagxd/brand-building-skills and the wider catalog.
brand-messaging
Build a complete messaging hierarchy—from core message to audience-specific proof points.
brand-naming
Strategic brand naming for founders, agencies, and businesses—from brief to final recommendation.
brand-packaging
Create a detailed packaging design brief that translates brand identity into actionable designer direction.
brand-positioning
Define where your brand sits in the market and own a defensible competitive position.
brand-story
Craft authentic origin stories and founder narratives that connect brands to customers on a human level.
brand-strategy
Full brand strategy workflow—questionnaire to polished report for agencies and consultants.