Brand Guidelines

Brand Guidelines Creation

Build coherent brand identity systems that express a company's values, personality, and positioning through visual and verbal language.

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Brand Identity Components

A complete brand guideline covers:

1. Brand Foundation — mission, values, personality, positioning
2. Logo System — primary mark, variations, clear space, minimum sizes, misuse
3. Color Palette — primary, secondary, neutral, and semantic colors with hex/RGB/CMYK
4. Typography Scale — typefaces, weights, sizes, line heights, hierarchy rules
5. Imagery & Iconography — photography direction, illustration style, icon system
6. Voice & Tone — brand personality, writing principles, do/don't examples
7. Usage Examples — applying the system across touchpoints

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Process

Step 1: Brand Discovery

Before creating visual systems, understand the brand foundation:

• Mission & Values: What does the brand stand for? What problem does it solve?
• Audience: Who is the primary and secondary audience? What do they care about?
• Personality: If the brand were a person, how would they speak and act? (e.g., confident but approachable, innovative but trustworthy)
• Competitive context: How should this brand differentiate visually and verbally?
• Existing assets: Are there any locked assets (logo, colors) that must be preserved?

Step 2: Color Palette

Build a systematic palette:

Primary Color
  - Primary 500 (main brand color): #hex
  - Primary 400 (lighter, hover states): #hex
  - Primary 600 (darker, pressed states): #hex

Secondary Color
  - Secondary 500: #hex
  - Secondary 400: #hex
  - Secondary 600: #hex

Neutrals
  - Gray 50 (backgrounds): #hex
  - Gray 100–900 (body text, borders, surfaces): #hex values

Semantic Colors
  - Success: #hex
  - Warning: #hex
  - Error: #hex
  - Info: #hex

Color rules to define:

• Minimum contrast ratios (WCAG AA: 4.5:1 for body text)
• When to use primary vs secondary vs neutral
• Dark mode variants if applicable

Step 3: Typography Scale

Select 1–2 typefaces and define the complete scale:

Display (headings h1–h3):
  Font: [Typeface Name], [Weight]
  Sizes: 48px / 36px / 28px
  Line height: 1.1–1.2

Body:
  Font: [Typeface Name], Regular / Medium
  Sizes: 16px (base), 14px (small), 12px (caption)
  Line height: 1.5–1.6

Monospace (code):
  Font: [Monospace Font]
  Size: 14px

Step 4: Voice & Tone Guidelines

Define the brand's verbal personality:

Brand personality traits (pick 3–5):

• e.g., Direct, Warm, Expert, Playful, Trustworthy

Writing principles:

• Use active voice
• Keep sentences under 20 words for key messages
• [Brand-specific rules]

Tone variations by context:

• Customer support: more warm, empathetic
• Marketing copy: more energetic, aspirational
• Product UI: more direct, helpful, brief

Do/Don't examples:

✅ "Get started in 5 minutes" (direct, benefit-focused)
❌ "Users are able to begin the onboarding process" (passive, wordy)

✅ "Something went wrong. Let's try again." (warm, collaborative)
❌ "Error 500: Internal Server Error" (cold, technical)

Step 5: Logo System Guidelines

Document logo usage rules:

• Primary logo: full color on white/light backgrounds
• Reversed logo: white on brand-color or dark backgrounds
• Monochrome: single-color version for constrained contexts
• Clear space: minimum clear space = [X] height of logo
• Minimum size: [X]px digital / [X]mm print
• Misuse: show 5–6 common errors (don't stretch, don't rotate, don't add effects)

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Output Format

Deliver brand guidelines as a structured markdown document with:

• Section headers for each component
• Color swatches shown with hex codes
• Typography examples with visual hierarchy
• Do/Don't tables for voice/logo usage
• Clear, scannable layout for design and marketing teams

Source & license

This open-source skill is cataloged on AgentStack and links to its original source — we do not rehost the code.

• Author: Knuckles-Team
• Source: Knuckles-Team/universal-skills
• License: MIT

Install and usage instructions live in the source repository linked above.