Branding
This skill should be used when the user asks about "branding", "brand identity", "logo design", "color palette", "brand guidelines", "visual identity", "brand voice", "style guide", or mentions brand-related decisions.
What this skill does
# Branding
Guidance for creating and maintaining consistent brand identity.
## Brand Identity Components
### Visual Elements
1. **Logo**: Primary mark, variations, clear space
2. **Color Palette**: Primary, secondary, accent colors
3. **Typography**: Heading and body fonts
4. **Imagery Style**: Photo style, illustrations, icons
5. **Patterns/Textures**: Supporting visual elements
### Brand Voice
1. **Tone**: Formal/casual, serious/playful
2. **Personality**: How the brand "speaks"
3. **Values**: What the brand stands for
4. **Messaging**: Key phrases and taglines
## Color Palette Structure
### Primary Colors
Main brand colors (1-2):
```
Primary: #2563EB (Blue)
Primary Dark: #1D4ED8
Primary Light: #3B82F6
```
### Secondary Colors
Supporting colors (2-3):
```
Secondary: #10B981 (Green)
Accent: #F59E0B (Amber)
```
### Neutral Colors
For text, backgrounds, borders:
```
Gray 900: #111827 (Text)
Gray 600: #4B5563 (Secondary text)
Gray 400: #9CA3AF (Placeholder)
Gray 200: #E5E7EB (Borders)
Gray 100: #F3F4F6 (Backgrounds)
Gray 50: #F9FAFB (Light backgrounds)
```
### Semantic Colors
For feedback states:
```
Success: #10B981
Warning: #F59E0B
Error: #EF4444
Info: #3B82F6
```
## Typography System
### Font Selection
**Heading Font**: Display/impact
- Sans-serif: Inter, Poppins, Montserrat
- Serif: Playfair Display, Merriweather
**Body Font**: Readability
- Sans-serif: Inter, Open Sans, Roboto
- Serif: Georgia, Source Serif Pro
### Font Pairing Examples
```
Modern Tech: Inter (headings + body)
Professional: Montserrat + Open Sans
Editorial: Playfair Display + Source Sans Pro
Friendly: Poppins + Nunito
```
## Logo Guidelines
### Logo Versions
1. **Primary**: Full logo with wordmark
2. **Compact**: Logo mark only
3. **Horizontal**: Wide layout
4. **Vertical**: Stacked layout
### Clear Space
Minimum padding around logo:
```
┌─────────────────────┐
│ X │
│ ┌─────────┐ │
│ X │ LOGO │ X │
│ └─────────┘ │
│ X │
└─────────────────────┘
X = height of logo mark
```
### Logo Don'ts
- Don't stretch or distort
- Don't change colors arbitrarily
- Don't add effects (shadows, gradients)
- Don't place on busy backgrounds
- Don't rotate or flip
## Brand Voice Guidelines
### Tone Spectrum
```
Formal ←————————————→ Casual
Serious ←———————————→ Playful
Technical ←—————————→ Simple
Reserved ←——————————→ Enthusiastic
```
### Writing Style
**Do:**
- Use active voice
- Be concise
- Address user directly ("you")
- Use contractions for casual tone
**Don't:**
- Use jargon unnecessarily
- Be condescending
- Use passive voice
- Over-promise
### Example Messages
| Context | Too Formal | On Brand | Too Casual |
|---------|------------|----------|------------|
| Success | "Operation completed successfully" | "Done! Your changes are saved" | "Yay! Nailed it!" |
| Error | "An error has occurred" | "Something went wrong. Try again?" | "Oops! That broke" |
## Brand Guidelines Document
### Structure
```markdown
# Brand Guidelines
## Brand Story
- Mission
- Vision
- Values
## Logo
- Primary logo
- Variations
- Clear space
- Incorrect usage
## Color
- Primary palette
- Secondary palette
- Usage examples
## Typography
- Font families
- Type scale
- Usage guidelines
## Imagery
- Photography style
- Illustration style
- Icon style
## Voice & Tone
- Brand personality
- Writing guidelines
- Example copy
## Applications
- Business cards
- Social media
- Website
- Email templates
```
## Implementation Checklist
- [ ] Logo files in all formats (SVG, PNG, various sizes)
- [ ] Color palette documented with hex/RGB values
- [ ] Typography defined with web fonts
- [ ] Brand guidelines document created
- [ ] Templates for common uses
- [ ] Asset library organized
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