brand-identity

1# Brand Identity
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3Design or evaluate the visual artifacts that express a brand: logo system, color, typography, imagery, iconography, and motion. Stack-agnostic. Tool-agnostic.
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5This skill assumes a brand direction is already approved (positioning, mood, name). If not, run `brand-ideation` first.
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9## When to use
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11- Designing a logo system
12- Defining a brand color palette
13- Choosing brand typography
14- Developing iconography or illustration style
15- Defining imagery direction (photography, illustration)
16- Establishing motion principles
17- Auditing an existing identity for cohesion or gaps
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19## When NOT to use
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21- Brand direction is not yet defined (use `brand-ideation`)
22- Documenting a finished system (use `brand-style-guide`)
23- Defining voice and tone (use `brand-voice`)
24- Building UI components from an existing brand (use `design-standards` or `design-system`)
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28## Required inputs
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30- The brand name and approved positioning
31- The mood direction (from ideation, or supplied as references)
32- Audience and category context
33- Application contexts (web, print, packaging, motion - whatever applies)
34- Constraints (parent brand requirements, regulatory marks, accessibility minimums)
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37 
38## The framework: 5 elements
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40A complete identity has five elements. Each element should reinforce the others. Inconsistency between them is the most common identity failure.
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42### 1. Logo system
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44Most brands need not one logo but a system of marks for different contexts.
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