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