---
name: brand-identity-guidelines
description: Create and maintain brand identity guidelines including visual identity, brand voice, messaging framework, brand architecture, and brand compliance. Use when developing brand guidelines, creating visual identity systems, defining brand voice, establishing brand architecture, or ensuring brand compliance. Triggers on phrases like "brand guidelines", "brand identity", "visual identity", "brand voice", "brand messaging", "brand architecture", "brand compliance", "logo usage", "brand colors", "typography", "brand tone", "messaging framework", "brand book", "brand standards", "brand assets".
---

# Brand Identity & Guidelines

Create and maintain brand identity guidelines including visual identity, brand voice, messaging framework, and brand compliance.

## Workflow

### 1. Visual Identity System

```
VISUAL IDENTITY SYSTEM
═══════════════════════════════════════

Logo:
═══════════════════════════════════════

  → Primary logo: Horizontal (standard use)
  → Secondary logo: Stacked (square spaces)
  → Icon/Mark: Standalone (favicons, app icons)
  → Monochrome: Black + white versions
  → Clear space: Minimum 1x logo height
  → Minimum size: 1" print, 100px digital
  → Don'ts: Stretch, recolor, add effects, change proportions

Color Palette:
═══════════════════════════════════════

  Primary Colors:
    → Brand Blue: #1A73E8 (RGB: 26, 115, 232) / CMYK: 84, 42, 0, 0
    → Dark Navy: #1A202C (RGB: 26, 32, 44) / CMYK: 90, 80, 70, 72

  Secondary Colors:
    → Accent Green: #34A853 (RGB: 52, 168, 83) / CMYK: 75, 0, 80, 0
    → Warm Orange: #FBBC04 (RGB: 251, 188, 4) / CMYK: 0, 25, 100, 0
    → Alert Red: #EA4335 (RGB: 234, 67, 53) / CMYK: 0, 85, 85, 0

  Neutrals:
    → White: #FFFFFF
    → Light Gray: #F8F9FA
    → Medium Gray: #6C757D
    → Dark Gray: #343A40
    → Black: #212529

  Usage:
    → Primary: 60% (backgrounds, headers, CTAs)
    → Secondary: 25% (accents, highlights, icons)
    → Neutrals: 15% (text, borders, dividers)

Typography:
═══════════════════════════════════════

  Primary Font: Inter (Headings + Body)
    → Headings: Inter Bold / Inter SemiBold
    → Body: Inter Regular / Inter Medium
    → Weights: 300 (Light), 400 (Regular), 500 (Medium), 600 (Semi), 700 (Bold)

  Secondary Font: Fira Code (Code/Technical)
    → Code blocks, technical documentation
    → Monospaced, readable at small sizes

  Hierarchy:
    → H1: 48px / Bold / 1.2 line-height
    → H2: 36px / SemiBold / 1.3
    → H3: 28px / SemiBold / 1.4
    → H4: 24px / Medium / 1.4
    → Body: 16px / Regular / 1.6
    → Small: 14px / Regular / 1.5
    → Caption: 12px / Medium / 1.4

Imagery Style:
═══════════════════════════════════════

  → Photography: Authentic, diverse, candid (not stock-looking)
  → Illustrations: Flat design, brand colors, simple shapes
  → Icons: Line style, 2px stroke, rounded corners
  → Charts: Clean, brand colors, minimal gridlines
  → Screenshots: Mac UI style, branded mockups
```

### 2. Brand Voice & Tone

```
BRAND VOICE FRAMEWORK
═══════════════════════════════════════

Voice Attributes:
═══════════════════════════════════════

  Attribute          Definition                    Examples
  ────────────────────────────────────────────────────────────────────────
  Conversational     Like talking to a smart friend "Here's how it works..." (not "The solution enables...")
  Confident          Expert but not arrogant        "We've helped 12,000 teams" (not "We're the best")
  Helpful            Solve problems, not sell       "Here's a tip..." (not "Buy now")
  Clear              Simple language, no jargon     "Save time" (not "Leverage synergistic efficiencies")
  Warm               Friendly, approachable         "We're here to help" (not "Contact support")

Tone by Context:
═══════════════════════════════════════

  Context            Tone Adjustment              Example
  ────────────────────────────────────────────────────────────────────────
  Product page       Confident + helpful          "Built for teams who ship fast"
  Support            Warm + patient               "Let me walk you through that"
  Social media       Conversational + playful     "Spoiler: It's awesome 🚀"
  Press release      Professional + confident     "[Company] announced today..."
  Email marketing    Conversational + helpful     "Here's what's new this week"
  Error message      Warm + clear                 "Oops, something went wrong. Let's try again."

WRITING GUIDELINES:
═══════════════════════════════════════

  DO:
═══════════════════════════════════════

  → Use active voice ("We built..." not "It was built...")
  → Write in second person ("You can..." not "Users can...")
  → Keep sentences under 20 words
  → Use contractions ("don't" not "do not")
  → Be specific ("saves 10 hours/week" not "saves time")
  → Use headings and bullet points
  → Include clear CTAs

  DON'T:
═══════════════════════════════════════

  → Use jargon or industry buzzwords
  → Write in passive voice
  → Use exclamation points (max 1 per piece)
  → Use ALL CAPS (except acronyms)
  → Write long paragraphs (max 3-4 sentences)
  → Use clever over clear
  → Make claims without evidence
```

### 3. Messaging Framework

```
MESSAGING FRAMEWORK
═══════════════════════════════════════

Positioning Statement:
═══════════════════════════════════════

  For [target audience] who [need/problem],
  [product] is a [category] that [benefit].
  Unlike [alternative], we [differentiator].

  Example:
═══════════════════════════════════════

  For marketing teams who struggle with repetitive workflows,
  AutoFlow is a workflow automation platform that eliminates manual tasks.
  Unlike traditional automation tools, AutoFlow requires zero coding
  and integrates with 2,000+ apps.

Value Proposition:
═══════════════════════════════════════

  Primary: "Automate your marketing workflows in minutes, not months"
  Secondary:
    → "No-code automation for marketing teams"
    → "Connect 2,000+ apps without writing code"
    → "Save 10+ hours per week on repetitive tasks"

Messaging Pillars:
═══════════════════════════════════════

  Pillar 1: Speed
    → "Launch automations in minutes"
    → "From idea to execution in one click"
    → "50% faster campaign deployment"

  Pillar 2: Simplicity
    → "No coding required"
    → "Visual drag-and-drop builder"
    → "Setup in 5 minutes"

  Pillar 3: Scale
    → "Handle 10x the volume"