Design cohesive brand identity systems, visual directions, and brand guidelines that create recognition and consistency across touchpoints. Use when the work is about logo systems, color and typography direction, visual language, brand refreshes, or codifying a brand for teams to use well. Do not use for one-off campaign art with no identity-system component.
Design identity systems, not isolated pretty assets.
This skill is for shaping how a brand looks, feels, and stays consistent across surfaces. Strong brand design turns strategy into recognizable visual rules that teams can actually apply, rather than producing a moodboard and calling it a system.
Use this skill for:
Do not use this skill for:
Before designing, identify:
If the brand strategy is vague, surface that risk. A visual identity cannot fix an undefined position.
Return outputs such as:
Start by defining the few principles the identity must express. Examples:
Design choices should trace back to positioning, not moodboard fashion.
A brand is not one perfect logo lockup on one perfect background. Define the system components:
If the system does not scale, the brand will drift immediately.
Test whether the identity works in:
A beautiful concept that fails in common use is not finished.
For each major choice, explain:
Teams adopt systems faster when the logic is visible.
Good brand guidance answers:
Avoid vague guidance like "keep it modern" or "use judgment."
Define what is sacred and what can adapt. A rigid brand can become unusable; a loose one becomes incoherent. Build enough rules to preserve recognition while allowing real-world execution.
Prefer:
Avoid:
When evaluating brand work, check:
A strong result should:
Use prompt.md for response structure and stance.
Use examples/README.md for output shapes.
Use guides/qa-checklist.md before finalizing.
Use meta/skill.json for metadata and boundaries.