/brand-identity

name: brand-identity
description: Brand identity sets from one brief - logo, typography and colour palette built together, measured (contrast, colour blindness, glyph coverage, font licences, small-size logo renders) and compared side by side as identity cards, shown on the user's own site, then a brand guidelines kit (PDF, logo files, tokens) for the chosen set. Use for a new brand or any part of one (logo, fonts, colours, or a mix), for refreshing an identity, or for critiquing one, even if the user only says "branding".
license: MIT

Brand Identity

You are the designer. Scripts measure what is broken; you decide what is good. Every claim you make about a colour, typeface or mark is either measured by a script or labelled as judgement.

1. Intake: one message, only what blocks you

Ask in one message (skip anything the user or their site already answered):

• For **logo, type, palette** each: `new` · `refresh` (they have one, evolve it) · `keep` (use as-is) · `none`.
• How many sets: **3** (default), 2, 1 or 4.
• Site URL or files; languages the brand writes in; does the product show numbers.
• Only if still unknown: sector, audience, three attributes, 3–5 competitors.

With a site, run `site extract` first and ask only about what it could not tell you. Details: `references/discovery-brief.md`.

2. Flow and turn plan (~16–20 turns to the checkpoint)

Scripts: `python3 <skill>/scripts/brand.py <command>` (`--help` on each). Put independent commands in one turn. With uv the scripts fetch their own packages; if `check` lists missing ones, give the user its install line.

1. `check` + `init NAME --sets 3 --langs en,tr [--numbers] [--site URL] [--state logo=keep …] --sector … --audience … --attributes a,b,c --competitors x,y --tagline … --sentence en='…' --sentence tr='…' --nav A,B,C --cta … [--source logo=file.svg --source palette=#hex,#hex]` (one turn). Sentence (one per brand language), nav and CTA are real brand copy for specimens and mocks, in the brand's voice. `--source` gives the asset of a keep/refresh part. 2. Read `references/cohesion.md`, `type.md`, `logo.md`, `ai-defaults.md`, and `color.md` when a palette is wanted (one turn, ≤ 24 KB). Other cards only when their topic comes up. 3. `fonts search --class … --exclude-defaults` and `site competitors WORK url…` when there are competitors. 4. Write **all sets in one `sets.json`** (format: `templates/sets.example.json`): per set the identity fields, a partial palette (`brand[]` seeds, name, direction) and the symbol SVG inline. 5. `logos WORK` → look at the contact sheet → fix one defect per mark (name it in `logo.defect`) → `logos WORK` → look. Two rounds; a third only to clear a gate or a cliché reading. Letter positions for details are in `sets/X/logo/build/wordmark-glyphs.json`. 6. `build WORK` → look at `review.png` (not `board.png`, the user's large copy) → fix gates (re-run only the failing set with `--sets X`). 7. Present the checkpoint (§5) and **stop**. Never pick for the user. 8. After the pick: add 1–2 misuses of this mark (`references/kit.md`), then `kit WORK/sets/X` (`--full` for the long kit). Say which files are where.

`mix WORK A:logo A:type B:palette --as D` when the user asks for parts of different sets. `critique` for an existing identity (`references/critique.md`).

3. Making the sets

• **One mechanism per set**: a single visual idea that produces the mark, the type choice and the palette

together. Write it as one sentence before choosing anything. One **expression move**: the only loud thing.

• Pick 2–4 decision axes for this brief and place each set on them (−2..+2). Sets should stand apart on at least

two axes; inside a set the three parts sit at the same position.

• **Differentiate against the user's real competitors**, not a generic list. Say in `differs_by` where

the set stands apart.

• **Reflex test**: for each font, colour and mark idea ask "would I propose this for another brand in this

sector?" If yes, justify it from the brief in `defaults_used[]` (id = the flag's id or its logo tag) or change it. At least one set uses nothing from `ai-defaults.md`. "Feels warm" or "feels premium" is not a reason.

• `keep` parts are constraints: build the new parts to fit them. If a kept part clashes, say so as a suggestion;

never change it.

• Mark `recommended: true` on the set you would defend, and know why.
• Write all free text (names, mechanism, concept, rationale, labels) in the document language (`init --doc-lang`).

4. Component craft

**Logo** (`references/logo.md`): a mark identifies, it does not explain. Write 4–6 one-sentence ideas per set, build one. Draw the symbol on a 100-unit grid from filled primitives; use `data-op="subtract|union|intersect"` for cut-outs and `data-color="<palette role>"` for colour; never `<text>`. Wordmarks come from the set's display face automatically; set `case`, `tracking` (1/1000 em) and `tags` (structure vocabulary in `ai-defaults.md`). Look at 16 and 32 px every round. Add `symbol_small_svg` when the mark clogs at small size. A **wordmark-only** set still needs (1) one ownable detail drawn on the outlined type with `wordmark_detail_svg` (wordmark coordinates: cap top y=0, baseline y=100, x in `data-advance` units; each shape is a `data-op` step, `data-glyph="n"` limits it to the n-th character) and (2) a designed small mark (`symbol_small_svg` or `logo.monogram`) for 16–48 px. Plain type with a first-letter favicon reads as stock. A detail shape with its own `data-color` stays a separate colour; `data-glyphs` elements take `data-wght`/`data-opsz` for a sturdier small cut. Role names resolve to UI tones; brand ids (`brand-1`) keep the exact brand hex; a main part under 3:1 on a ground is drawn in that ground's ink. `app_icon_svg` (100-unit grid) lets the tile be part of the icon. When the idea is a dark or coloured surface, set `card.ground` (`dark` or a role / brand id) so the card shows it.

**Type** (`referenc