brand-identity

name brand-identity description Create a complete brand visual identity system from a project description. Use this skill when a user asks to create a brand kit, logo system, business card design, social media cover, color palette, typography specification, brand guidelines document, or any combination of brand identity deliverables. Covers the full spectrum of brand collateral: primary/wordmark/icon logos with monochrome and reversed variants, color systems with primary/secondary/neutral palettes, typographic hierarchies with heading/body/accent scales, business card layouts, social media assets, and compiled brand specification documents. Brand Identity System A structured reference for producing a cohesive brand visual identity package. Every section provides concrete specifications — pixel dimensions, color ratios, spacing rules — so that generated code (Pillow, reportlab) outputs professional-grade deliverables on the first attempt. BRAND KIT DELIVERABLE CHECKLIST A complete brand kit contains these artifacts. Generate them in order; each builds on the decisions of the previous. # Deliverable Format Key Spec 1 Brand Philosophy .md 3-5 paragraphs, 150-300 words 2 Design Philosophy .md 4-6 paragraphs, aesthetic movement 3 Color Palette defined in spec Primary + Secondary + Neutral, HEX/RGB 4 Typography Scale defined in spec Heading / Body / Accent, 3 font families max 5 Logo — Primary .png 1024×1024, transparent background 6 Logo — Dark variant .png For light backgrounds 7 Logo — Light variant .png For dark backgrounds 8 Business Card .pdf 1050×600pt (3.5"×2" @300dpi) 9 Social Media Cover .png 1500×500px 10 Brand Specification .md Compiled reference document COLOR SYSTEM Palette Structure Every brand uses a three-tier palette: Tier Role Usage Ratio Typical Application Primary Brand signature ~60% Logo, headings, CTAs Secondary Supporting accent ~30% Illustrations, highlights, hover states Neutral Background & text ~10% accent / rest bg Body text, borders, backgrounds Specification Format Define each color with all three notations: Primary: #2D5BFF → rgb(45, 91, 255) Secondary: #FF6B35 → rgb(255, 107, 53) Neutral-900: #1A1A2E → rgb(26, 26, 46) ← text Neutral-100: #F5F5F7 → rgb(245, 245, 247) ← background Neutral-50: #FFFFFF → rgb(255, 255, 255) ← white Contrast Rules Text on background must meet WCAG AA: contrast ratio ≥ 4.5:1 for body, ≥ 3:1 for large text (≥18pt) Logo must remain legible at minimum size on both light and dark backgrounds Never place primary color text on secondary color background without testing contrast TYPOGRAPHY HIERARCHY Font Selection Choose a maximum of 3 font families from the canvas-fonts/ directory: Role Characteristics Typical Families Heading High impact, distinctive BigShoulders, Outfit, YoungSerif, Gloock Body Highly readable at small sizes InstrumentSans, WorkSans, CrimsonPro, Lora Accent Decorative or monospaced, for labels/captions DMMono, GeistMono, JetBrainsMono, Italiana Size Scale (pt) Level Size Weight Line Height Use H1 48-64pt Bold 1.1× Hero / cover title H2 32-40pt Bold 1.2× Section headings H3 24-28pt Medium/Bold 1.25× Sub-headings H4 18-22pt Medium 1.3× Card titles Body 14-16pt Regular 1.5× Paragraphs Caption 10-12pt Regular/Light 1.4× Labels, footnotes Font Loading (Pillow) from PIL import ImageFont FONT_DIR = "/app/skills/canvas-design/canvas-fonts" heading_font = ImageFont.truetype( f" {FONT_DIR} /Outfit-Bold.ttf" , 48 ) body_font = ImageFont.truetype( f" {FONT_DIR} /InstrumentSans-Regular.ttf" , 16 ) accent_font = ImageFont.truetype( f" {FONT_DIR} /DMMono-Regular.ttf" , 12 ) LOGO DESIGN SPECIFICATIONS Geometric Construction Build from a maximum of 3-4 primitive shapes (circles, rectangles, triangles, custom paths) Use proportional relationships: golden ratio (1:1.618) or simple ratios (1:1, 1:2, 2:3) Maintain optical balance — geometric center ≠ visual center; adjust by eye Icon should be recognizable at 64×64px (favicon test) Logo Variants Variant Content Background Use Case Primary Icon + Wordmark Transparent Default usage Dark Dark-colored mark Transparent On light backgrounds Light Light/white mark Transparent On dark backgrounds Icon-only Icon without text Transparent Favicon, app icon, small spaces Export Specifications Property Value Canvas size 1024×1024px minimum Background Transparent (RGBA) Format PNG-24 with alpha Color mode sRGB Padding 10-15% of canvas on each side (icon centered) Wordmark Rules Letter-spacing: +2% to +8% of font size for brand names (track out for elegance) Weight: Medium to Bold (never Thin for wordmarks — must be legible at small size) Alignment with icon: baseline-aligned or center-aligned, maintain consistent gap Style Constraints No gradients in the primary logo — solid colors only for maximum versatility No photorealistic elements — geometric/abstract only No more than 3 colors in the logo (primary + secondary + neutral or white) Minimum clear space : 0.5× the logo height on all sides, free of other elements BUSINESS CARD SPECIFICATIONS Dimensions Property Value Standard size 3.5" × 2" (89mm × 51mm) Pixel size @300dpi 1050 × 600px reportlab points 1050pt × 600pt (1pt = 1px at 72dpi, use 252pt × 144pt for true size, or scale up) Bleed area 3mm (9px @300dpi) beyond trim on all sides Safety margin 6mm (18px @300dpi) inside trim — all text/logos within this Information Hierarchy Arrange content in this priority order: Logo — occupies 20-30% of card width, positioned top-left or centered-top Name — largest text element on card, 14-18pt Title/Role — 2-4 words maximum, 10-12pt Contact details — ordered: email → phone → website → address, 8-10pt Tagline (optional) — bottom edge or back, 8-9pt italic Layout Rules Use one side only (single-sided design) unless explicitly requested otherwise Maintain clear spatial zones: identity zone (top) + contact zone (bottom) Horizontal rule or whitespace to separate zones All contact info left-aligned for scan-ability Logo and name can be on opposite sides (left/right) for visual balance reportlab Output from reportlab.lib.pagesizes import landscape from reportlab.lib.units import mm # Business card size CARD_WIDTH = 89 * mm # 3.5 inches CARD_HEIGHT = 51 * mm # 2 inches BLEED = 3 * mm SAFETY = 6 * mm SOCIAL MEDIA COVER SPECIFICATIONS Dimensions Platform Size Safe Zone Universal cover 1500×500px Center 1080×360px LinkedIn banner 1584×396px Center 1080×360px Twitter/X header 1500×500px Center 1080×360px Use 1500×500px as the universal size — works across platforms with minimal cropping. Safe Zone The outer 15% on each side may be cropped or obscured by profile pictures and UI elements. All critical content (brand name, tagline, key visuals) must fit within the center safe zone: ┌──────────────────────────────────┐ │ ░░░░░░ CROP ZONE ░░░░░░░░░░░░░░ │ │ ░░ ┌────────────────────────┐ ░░ │ │ ░░ │ SAFE ZONE │ ░░ │ │ ░░ │ 1080 × 360px │ ░░ │ │ ░░ └────────────────────────┘ ░░ │ │ ░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░ │ └──────────────────────────────────┘ Content Guidelines Brand name : prominent, centered or left-aligned within safe zone Tagline : one line, positioned below or beside brand name Visual elements : geometric patterns, color blocks, or abstract shapes from the design philosophy — extend to full bleed No small text : minimum 24pt for any text on cover (reads on mobile) Background should use brand colors; avoid busy photographs that compete with text CROSS-DELIVERABLE CONSISTENCY RULES These rules ensure visual coherence across all brand artifacts: Color values are immutable — define once in Phase 4, copy-paste exact HEX values everywhere. Never approximate. Font families are shared — the same heading/body/accent fonts appear on logo wordmark, business card, social cover, and spec document. Logo placement scaling : Business card: logo width = 20-30% of card width Social cover: logo height = 40-60% of safe zone height Spec document: logo displayed at 200px wide in header Spacing system — derive all spacing from a base unit (e.g., 8px grid): xs : 4px, sm : 8px, md : 16px, lg : 24px, xl : 32px, xxl : 48px Visual weight balance — if the logo uses thick geometric shapes, business card and cover should echo that weight (bold fonts, solid color blocks). If the logo is delicate/thin, other deliverables match (light fonts, fine lines, ample whitespace). BRAND SPECIFICATION DOCUMENT FORMAT The final .md document compiles all brand decisions into a referenceable guide: # [Brand Name] — Brand Specification ## Brand Philosophy [3-5 paragraphs from Phase 2] ## Design Philosophy [Movement name and description from Phase 3] ## Color Palette | Role | Name | HEX | RGB | Usage | |------|------|-----|-----|-------| | Primary | [name] | #XXXXXX | rgb(r,g,b) | Logo, headings | | Secondary | [name] | #XXXXXX | rgb(r,g,b) | Accents | | Neutral Dark | [name] | #XXXXXX | rgb(r,g,b) | Text | | Neutral Light | [name] | #XXXXXX | rgb(r,g,b) | Background | ## Typography | Role | Family | Weight | Sizes | |------|--------|--------|-------| | Heading | [font] | Bold | H1:48pt H2:32pt H3:24pt | | Body | [font] | Regular | 14-16pt | | Accent | [font] | Regular | 10-12pt | ## Logo Usage - Minimum size: 64px width - Clear space: 0.5× logo height on all sides - Approved variants: Primary, Dark, Light, Icon-only - Never stretch, rotate, or recolor the logo ## Deliverable Files | File | Format | Dimensions | |------|--------|-----------| | logo-dark.png | PNG | 1024×1024 | | logo-light.png | PNG | 1024×1024 | | business-card.pdf | PDF | 3.5"×2" | | social-cover.png | PNG | 1500×500 |