Read the skill at https://ai-skills-vault.pages.dev/skills/brand-identity-system.md and install it as a skill in your agent. Follow it exactly, including its checklists. Then ask me the questions it requires and do the work.
A logo is one file. A brand is a system of decisions that make every future asset look like it came from the same place.
When to use this skill
Naming and branding a new product or company.
Rebranding something that looks improvised.
Producing a guideline so contractors stop inventing colours.
Building a personal or creator brand.
Stage 1 - Positioning before visuals
Fill in and sharpen:
[Brand] is a [category] for [audience] who [situation]. Unlike [alternative], we [differentiator] because [proof].
Then three attributes, each a single adjective with a consequence: "Precise" means tight grid, few colours, mono numerals. "Warm" means rounded corners, human photography, generous whitespace. If an attribute has no visual consequence, it is decoration.
Also decide the anti-brand: three things you will never look like. This prevents drift better than any mood board.
Stage 2 - Naming (if needed)
Generate 40 candidates across four buckets: descriptive, evocative, invented, compound.
Filter for: pronounceable in one try, spellable after hearing it once, under 3 syllables, no negative meaning in the target languages (check Hindi, Tamil, Bengali transliterations if selling in India).
Check domain (.com, .in, .ai), handle availability on the two platforms you will actually use, trademark database (ipindia.gov.in / USPTO), and a plain web search for conflicts.
Test with 5 strangers: "What do you think this company does?" A name that needs explaining is a name you will explain forever.
Never launch on a name you have not searched. Rebranding after a cease-and-desist costs 50x more than the search.
Stage 3 - Logo system
Build three tiers, not one file:
Primary lockup - mark + wordmark, horizontal.
Stacked lockup - for square and vertical placements.
Mark alone - favicon, app icon, avatar, embroidery.
Rules: design in one colour first (it must work in pure black at 16 px). Then add colour. Then check it at 16, 32, 64, 256 px. A mark that dies at 32 px is a mark for a poster, not a product.
Clear space: the height of the mark's counter, on all sides. Minimum sizes: 24 px digital for the mark, 96 px for the lockup. State them.
Deliver as SVG (all tiers), plus PNG at 512/1024, favicon set, and a monochrome variant.
Stage 4 - Colour
One primary, one accent, 3-4 neutrals. That is the whole palette. More colours is not a brand, it is indecision.
Build the primary at 9 steps (50-900) so UI has hover, pressed and disabled states without inventing shades.
Check contrast: body text 4.5:1, large text and UI 3:1. Verify every text-on-colour pairing you intend to ship.
Test the palette in greyscale - if the hierarchy disappears, the palette is doing work that layout should do.
Give every colour a name and a hex, and forbid "close enough" variants.
Stage 5 - Typography
Two families maximum: one display (personality), one text (legibility). A single family in multiple weights is a legitimate and often better choice.
Licence check: Google Fonts (free), Fontshare (free), or a paid licence with the correct web/desktop scope. Never ship a desktop-licensed font as a webfont.
Set the scale: 12 / 14 / 16 / 20 / 24 / 32 / 40 / 56, line heights 1.2 display and 1.5 body, tracking -2% at display sizes.
Specify fallbacks so the brand survives a blocked font load: "Inter", -apple-system, Segoe UI, Roboto, sans-serif.
Stage 6 - Voice
Write five rules with a good/bad example each. Example set:
Short sentences. "It works offline." Not "Our solution enables offline functionality."
Say the number. "Saves 4 hours a week", not "saves time".
Second person. Address the reader as "you".
No hype words: revolutionary, seamless, cutting-edge, world-class, empower.
One idea per paragraph. If a sentence needs a second comma clause to survive, split it.
Plus a banned-words list and a capitalisation rule (sentence case almost always).
Stage 7 - Asset kit
Produce, in one folder: logo tiers (SVG + PNG), favicon set, app icon, colour tokens as CSS variables and a JSON, font files with the licence text, 3 social templates (square, 9:16, 16:9), email signature, presentation cover, and a document header.
Every template must be editable by a non-designer. If it needs Figma skills to change a headline, it is not an asset, it is a hostage.
Stage 8 - The one-page guideline
Exactly one page: logo usage and clear space, the palette with hex, the type scale with two examples, the five voice rules, the anti-brand list, and where the files live. Anything longer is not read.
Quality checklist
Positioning sentence written before visuals
Mark works in one colour at 16 px
Clear space and minimum sizes stated
Palette limited and contrast-verified
Fonts licensed for web and desktop
Voice rules have good/bad examples
Templates editable by a non-designer
Guideline is one page
Every file named consistently and versioned
Copy-ready agent prompt
Read the skill at the URL above. Ask me the positioning inputs, the three attributes and the anti-brand. Then propose three distinct directions (each with a rationale tied to an attribute), build out the chosen one into a full system - logo tiers, colour ramp with contrast checks, type scale, voice rules with examples - and output the CSS token file, the asset list and the one-page guideline. Do not use a word from the banned list in any of the copy.