Brand Identity

---
name: brand-identity
description: "Brand identity system (Pentagram-level) + executive presentation design"
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context: fork
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version: "1.0.0"
---

# Brand Identity Skill

> Workflow from jony-creative-director: Brand Identity System + Presentation Designer

## Inputs

| Parameter       | Required | Description                   |
| --------------- | -------- | ----------------------------- |
| Company name    | Yes      | Brand to develop              |
| Industry        | Yes      | Market sector                 |
| Target audience | Yes      | Demographics + psychographics |
| Mission         | Yes      | Mission statement             |
| Vision          | Yes      | Vision statement              |
| Values          | Yes      | 3-5 core values               |
| Positioning     | Yes      | Differentiation strategy      |

## Phase 1: Brand Strategy

### Brand Story

Narrative arc: challenge, transformation, resolution. Brand personality using archetypes (e.g., Hero, Creator, Sage).

### Voice & Tone Matrix

| Dimension | Spectrum                       |
| --------- | ------------------------------ |
| Humor     | funny ←→ serious               |
| Formality | casual ←→ formal               |
| Respect   | irreverent ←→ respectful       |
| Energy    | enthusiastic ←→ matter-of-fact |

### Messaging Hierarchy

Tagline → Value proposition → Key messages (3) → Proof points per message.

## Phase 2: Visual Identity

### Logo Concept (3 directions)

| Direction   | Approach          | Deliverables        |
| ----------- | ----------------- | ------------------- |
| Wordmark    | Typography-driven | Strategic rationale |
| Symbol/Icon | Mark-driven       | Strategic rationale |
| Combination | Wordmark + symbol | Strategic rationale |

### Logo Variations

Primary (full color), Secondary (simplified), Monochrome (B&W), Reversed (dark bg). Minimum size specs + clear space requirements. 5 correct applications + 5 incorrect applications with warnings.

### Color Palette

| Category  | Count | Specs                                          |
| --------- | ----- | ---------------------------------------------- |
| Primary   | 2-3   | Hex, Pantone, CMYK, RGB + psychology rationale |
| Secondary | 3-4   | Supporting palette                             |
| Neutral   | 4-5   | Grays for UI                                   |
| Accent    | 2-3   | CTAs and highlights                            |

### Typography

Primary + secondary typeface. Usage hierarchy: display, headlines, body, captions.

### Imagery Style

Photography guidelines (mood, lighting, subjects, composition). Illustration style. Iconography (line weight, corner radius, fill rules). Graphic patterns.

## Phase 3: Brand Applications

| Asset           | Specification                        |
| --------------- | ------------------------------------ |
| Business cards  | Front + back design                  |
| Letterhead      | Stationery system                    |
| Email signature | Template layout                      |
| Social media    | Avatar + cover for 5 platforms       |
| Presentation    | Title, content, data, closing slides |

## Phase 4: Brand Guidelines

20-page brand book structure with all rules. Asset library organization system.

## Phase 5: Presentation Design

### Inputs (Presentation)

| Parameter | Options                                |
| --------- | -------------------------------------- |
| Audience  | C-Suite / Investors / Customers / Team |
| Duration  | 20 / 30 / 60 minutes                   |
| Objective | Inform / Persuade / Inspire / Educate  |

### Narrative Architecture

Story arc (hero's journey for business), opening hook (first 60s), 3 core messages max, closing CTA.

### Slide Specifications (20-30 slides)

Per slide: number, title, layout type, visual description, exact copy (headline max 6 words, body max 20 words), speaker notes (60-90s), animation notes.

### Standard Slide Structure

| #   | Purpose        | Type                      |
| --- | -------------- | ------------------------- |
| 1   | Title          | Impact, minimal           |
| 2   | Agenda         | 3 sections max            |
| 3   | Problem        | Emotional hook            |
| 4   | Current state  | Data visualization        |
| 5   | Opportunity    | Market size, trend        |
| 6   | Solution       | Product/demo              |
| 7   | How it works   | 3-step process            |
| 8   | Benefits       | 3 benefits + icons        |
| 9   | Proof          | Case studies/testimonials |
| 10  | Competitive    | 2x2 matrix                |
| 11  | Business model | Revenue streams           |
| 12  | Traction       | Metrics, growth           |
| 13  | Roadmap        | 3 phases                  |
| 14  | Team           | 3 key members             |
| 15  | The Ask        | Next steps                |
| 16  | Closing        | Memorable thought         |

### Visual System

Color palette (dark bg for impact / light for clarity), 1 display + 1 body font, imagery style, data viz style, iconography.

### Presenter Support

Pacing per section, transition scripts, audience interaction moments, 5 backup deep-dive slides, one-pager summary, leave-behind deck.

## Outputs

| Deliverable     | Format                                            |
| --------------- | ------------------------------------------------- |
| Brand strategy  | Story, personality, voice matrix, messaging       |
| Visual identity | Logo (3 directions), colors, typography, imagery  |
| Applications    | Business cards, stationery, social, presentations |
| Brand book      | 20-page guidelines structure                      |
| Presentation    | Slide-by-slide specs + speaker notes              |

## Related

`/design-systems` (component library) | `/creative-strategy` (marketing assets) | `/design-quality` (brand audit)