# Brand Guidelines > Create brand guidelines documents — defining logo usage, color palettes, typography, voice/tone, imagery style, and application rules that maintain brand consistency across all touchpoints. - **Type:** Skill - **Install:** `agentstack add skill-the-ai-directory-company-agents-and-skills-brand-guidelines` - **Verified:** Yes — security-reviewed for prompt injection and unsafe behavior - **Seller:** [The-AI-Directory-Company](https://agentstack.voostack.com/s/the-ai-directory-company) - **Installs:** 0 - **Category:** [AI & ML](https://agentstack.voostack.com/c/ai-and-ml) - **Latest version:** 0.1.0 - **License:** MIT - **Upstream author:** [The-AI-Directory-Company](https://github.com/The-AI-Directory-Company) - **Source:** https://github.com/The-AI-Directory-Company/agents-and-skills/tree/main/skills/brand-guidelines - **Website:** https://ai-directory.company ## Install ```sh agentstack add skill-the-ai-directory-company-agents-and-skills-brand-guidelines ``` Requires the [AgentStack CLI](https://agentstack.voostack.com/docs/cli). Works with Claude Code, Cursor, and any MCP-compatible agent. ## About # Brand Guidelines ## Before you start Gather the following from the user. If anything is missing, ask before proceeding: 1. **What is the brand?** (Company name, product name, or sub-brand) 2. **Does a brand exist already?** (Existing assets, logos, colors, or greenfield) 3. **Who is the target audience?** (Demographics, psychographics, B2B vs. B2C) 4. **What are the brand values?** (3-5 core values the brand should communicate) 5. **Who will use these guidelines?** (Internal team, agencies, partners, community) 6. **What touchpoints must be covered?** (Web, mobile, print, social, email, packaging) If the user only provides a logo and says "write guidelines around this," push back: guidelines without defined brand values and audience produce rules without rationale. ## Brand guidelines template ### 1. Brand Foundation ``` Brand Mission: [One sentence — what the brand exists to do] Brand Values: [3-5 values with one-line descriptions] Brand Personality: [3-5 adjectives that describe how the brand feels] Positioning: [One sentence — how the brand differs from alternatives] ``` Place the brand on each personality axis: ``` | Axis | Left End | Position | Right End | |------------|---------------|------------|---------------| | Tone | Formal | [ X ] | Casual | | Energy | Calm | [ X] | Energetic | | Approach | Traditional | [X ] | Innovative | | Warmth | Professional | [ X ] | Friendly | ``` ### 2. Logo Usage Define the logo system: primary logo, logo mark (icon only), wordmark (text only). Specify minimum size, clear space (defined by a unit like "height of the letter X"), and approved variations (full color, single color, reversed, monochrome). Document what is not allowed: do not rotate, skew, recolor, add effects, place on busy backgrounds, or recreate the logo. Use provided files only. ### 3. Color Palette ``` | Color Name | Role | HEX | RGB | Usage | |--------------|------------|---------|---------------|---------------------------------| | Brand Blue | Primary | #1A56DB | 26, 86, 219 | CTAs, headings, key UI elements | | Brand Navy | Primary | #0B1F45 | 11, 31, 69 | Backgrounds, text | | Neutral 900 | Neutral | #111827 | 17, 24, 39 | Body text | | Neutral 100 | Neutral | #F3F4F6 | 243, 244, 246 | Backgrounds | | Success Green| Functional | #059669 | 5, 150, 105 | Success states only | | Error Red | Functional | #DC2626 | 220, 38, 38 | Error states only | ``` Rules: primary colors dominate (60-70%), secondary accent (20-30%), functional colors reserved for UI states only. All text-on-background combinations must meet WCAG 2.1 AA contrast ratios (4.5:1 body, 3:1 large text). ### 4. Typography ``` | Use Case | Typeface | Weight | Size Range | Line Height | |--------------|----------|------------|------------|-------------| | H1 headings | Inter | Bold (700) | 36-48px | 1.1 | | H2 headings | Inter | Semibold | 28-32px | 1.2 | | Body text | Inter | Regular | 16-18px | 1.5 | | Code | JetBrains Mono | Regular | 14-16px | 1.6 | ``` Specify fallback font stacks. Define hierarchy rules: never skip heading levels, maintain consistent spacing. ### 5. Voice and Tone Voice is constant; tone adjusts by context. ``` Voice (always): - Clear over clever — say what we mean without jargon - Confident but not arrogant — know our strengths without belittling alternatives - Helpful first — every communication leaves the reader better informed Tone by context: | Context | Tone | Example | |-----------------|-------------------------------|-----------------------------------| | Marketing | Energetic, aspirational | "Ship faster with confidence" | | Error message | Calm, helpful, blame-free | "Something went wrong. Try again."| | Documentation | Precise, neutral | "Run the following command to..." | | Crisis comms | Direct, empathetic, factual | "Here is what happened and..." | ``` Include a "We say / We don't say" table with 4-6 concrete examples. ### 6. Application Rules Show how elements combine across touchpoints: website header, email signature, social avatar, presentations, print. Specify which logo variant, colors, and typography apply to each. ## Quality checklist Before delivering brand guidelines, verify: - [ ] Brand values and personality are defined before visual rules - [ ] Logo usage includes minimum size, clear space, approved variations, and don'ts - [ ] Color palette includes exact values (HEX, RGB) and usage rules - [ ] All text/background combinations meet WCAG 2.1 AA contrast ratios - [ ] Typography specifies typeface, weights, sizes, and fallback stacks - [ ] Voice is defined as constants and tone adjusts by context with examples - [ ] Guidelines are usable by someone outside the core team without additional context ## Common mistakes - **Rules without rationale.** "Use Brand Blue for CTAs" is a rule. "Use Brand Blue for CTAs because it provides the highest contrast" is a guideline. Explain why. - **Colors without exact values.** "Our blue" means different things on every screen. Provide HEX, RGB, and HSL. - **Ignoring dark mode and accessibility.** If your product has dark mode, guidelines must cover both themes. - **Voice guidelines as personality traits.** "We are innovative" tells a writer nothing. Show before/after copy examples. - **Static PDF nobody updates.** Brand guidelines in a PDF from 2019 are not followed. Make them accessible and maintained. - **No don'ts.** Guidelines that only show correct usage leave room for creative misinterpretation. ## Source & license This open-source skill is cataloged on AgentStack and links to its original source — we do not rehost the code. - **Author:** [The-AI-Directory-Company](https://github.com/The-AI-Directory-Company) - **Source:** [The-AI-Directory-Company/agents-and-skills](https://github.com/The-AI-Directory-Company/agents-and-skills) - **License:** MIT - **Homepage:** https://ai-directory.company Install and usage instructions live in the source repository linked above. ## Pricing - **Free** — Free ## Security capabilities Automated source analysis of v0.1.0 — what this tool can access: - **Network access:** no - **Filesystem access:** no - **Shell / process execution:** no - **Environment & secrets:** no - **Dynamic code execution:** no *"Yes" means the capability is present in the source — more access means more to trust, not that it is unsafe.* ## Versions - **0.1.0** — security scan: passed — Imported from the upstream source. ## Links - Listing page: https://agentstack.voostack.com/l/skill-the-ai-directory-company-agents-and-skills-brand-guidelines - Seller: https://agentstack.voostack.com/s/the-ai-directory-company - Browse the marketplace: https://agentstack.voostack.com/browse --- Listed on AgentStack — the marketplace for AI agent skills and MCP servers. Every listing is security-reviewed. Creators keep 70%.