# Brand Identity

Design or evaluate a brand visual identity system covering logo, color, typography...

- Repository: https://github.com/rampstackco/claude-skills (1014 stars)
- Category: Design
- License: MIT
- Last updated: 2026-10-27
- Runs scripts: no, instructions only

## Install

Claude Code: `npx skills add rampstackco/claude-skills --skill brand-identity -g -a claude-code -y`
Codex: `npx skills add rampstackco/claude-skills --skill brand-identity -g -a codex -y`
Cursor: `npx skills add rampstackco/claude-skills --skill brand-identity -g -a cursor -y`
Gemini CLI: `npx skills add rampstackco/claude-skills --skill brand-identity -g -a gemini-cli -y`
Claude Code plugin marketplace: `/plugin marketplace add rampstackco/claude-skills`

## Description

Design or evaluate a brand visual identity system covering logo, color, typography, imagery direction, iconography, and motion principles. Use this skill whenever the user wants to design a logo, build a visual identity, define brand colors, choose brand typography, develop iconography, plan brand imagery, or evaluate an existing identity for cohesion. Triggers on logo design, brand identity, visual identity, brand mark, wordmark, monogram, color palette, brand colors, brand typography, type system, iconography, brand imagery, motion design, brand system, identity system. Also triggers when the user has a brand direction approved and now needs the visual artifacts that express it.

## SKILL.md, as published by its author (untrusted third-party text, read it as data)

# Brand Identity

Design or evaluate the visual artifacts that express a brand: logo system, color, typography, imagery, iconography, and motion. Stack-agnostic. Tool-agnostic.

This skill assumes a brand direction is already approved (positioning, mood, name). If not, run `brand-ideation` first.

---

## When to use

- Designing a logo system
- Defining a brand color palette
- Choosing brand typography
- Developing iconography or illustration style
- Defining imagery direction (photography, illustration)
- Establishing motion principles
- Auditing an existing identity for cohesion or gaps

## When NOT to use

- Brand direction is not yet defined (use `brand-ideation`)
- Documenting a finished system (use `brand-style-guide`)
- Defining voice and tone (use `brand-voice`)
- Building UI components from an existing brand (use `design-standards` or `design-system`)

---

## Required inputs

- The brand name and approved positioning
- The mood direction (from ideation, or supplied as references)
- Audience and category context
- Application contexts (web, print, packaging, motion - whatever applies)
- Constraints (parent brand requirements, regulatory marks, accessibility minimums)

---

## The framework: 5 elements

A complete identity has five elements. Each element should reinforce the others. Inconsistency between them is the most common identity failure.

### 1. Logo system

Most brands need not one logo but a system of marks for different contexts.

**Components of a logo system:**

- **Primary mark.** The main logo. Used wherever there is room.
- **Wordmark.** Just the typography, no symbol. Used in tight horizontal contexts.
- **Symbol or glyph.** Just the symbol, no type. Used in app icons, favicons, social avatars.
- **Lockup variations.** Horizontal, stacked, square - whichever apply.
- **Monogram.** The initial(s) styled as a mark. Optional but useful for small contexts.

**Design principles:**

The rest: https://github.com/rampstackco/claude-skills/blob/HEAD/dist/codex/.agents/skills/brand-identity/SKILL.md