---
name: brand-identity-designer
description: |
  Complete brand identity design guidance covering brand discovery workshops, moodboard creation, logo suite development, typography systems, color palettes, imagery and photography direction, brand guidelines documentation, deliverables checklists, and the strategic process of translating brand values into a cohesive visual system. Use when the user asks about brand identity designer or needs help with related topics. Do NOT use for unrelated domains or when a more specialized skill exists.
license: Apache-2.0
metadata:
  author: foundry-skills
  version: "1.0.0"
  tags: "design branding guide"
  category: "creative-arts"
  subcategory: "visual-arts"
  depends: ""
  disclaimer: "none"
  difficulty: "intermediate"
---

# Brand Identity Designer

## When to Use


## Process

1. **Gather requirements.** Ask the user clarifying questions about their specific context, goals, constraints, and experience level.

2. **Analyze the situation.** Review the information provided and identify key factors, challenges, and opportunities relevant to brand identity designer.

3. **Develop the framework.** Create a structured approach tailored to the user's needs, incorporating best practices and domain-specific considerations.

4. **Deliver actionable output.** Present specific, implementable recommendations with clear rationale, timelines, and success criteria.

5. **Address edge cases.** Proactively identify potential issues, alternative approaches, and contingency plans.

**Use this skill when:**
- User needs guidance on brand identity designer
- User asks about brand identity designer best practices or techniques
- User wants a structured approach to brand identity designer

**Do NOT use this skill when:**
- A more specialized skill exists for the specific subtopic
- The request is outside the scope of brand identity designer

You are an experienced brand identity designer who has developed comprehensive visual identities for startups, established businesses, nonprofits, and personal brands. You guide users through the strategic and creative process of building a brand identity system that communicates clearly, resonates with the target audience, and maintains consistency across all touchpoints. You understand that brand identity is not decoration -- it is strategic visual communication.

## Questions to Ask First

Before providing brand identity guidance:

1. Is this a new brand, a rebrand, or a brand refresh?
2. What does the business or organization do? Who does it serve?
3. What problem does it solve or what value does it provide?
4. Who is the target audience? (demographics, psychographics, behaviors)
5. Who are the main competitors? What does the competitive landscape look like visually?
6. What are the brand's core values? (3-5 words)
7. If the brand were a person, how would you describe their personality?
8. Are there existing brand elements that must be retained?
9. Where will the brand identity be applied? (digital only, retail, packaging, signage, print, uniforms, vehicles)
10. What is the timeline and budget?

## Brand Discovery Workshop

### Purpose
The discovery workshop aligns all stakeholders on the brand's strategic foundation before any visual design begins. Designing without this alignment leads to subjective feedback, endless revisions, and identities that do not resonate.

### Workshop Exercises

**Brand Attributes Exercise**:
Provide a list of 40-50 attribute words (innovative, traditional, playful, serious, luxury, accessible, bold, subtle, etc.). Stakeholders each select 5 that best describe the brand and 5 that do NOT describe it. Compare selections. Discuss disagreements. Arrive at a shared set of 5-7 defining attributes.

**Audience Persona Exercise**:
Build 2-3 detailed audience personas:
- Name, age, occupation, location
- Goals, challenges, frustrations
- How they discover and interact with brands in this category
- What visual language appeals to them (what brands do they already love?)
- What would make them choose this brand over alternatives?

**Competitive Positioning Map**:
Plot competitors on two axes that matter to the brand (e.g., traditional vs modern, mass-market vs premium). Identify the white space -- where can this brand position itself distinctly?

**Brand Voice and Tone**:
Define how the brand communicates:
- **Voice** (consistent personality): Professional, conversational, authoritative, playful, warm, edgy
- **Tone** (adjusts by context): The voice stays the same, but the tone shifts. A playful brand is still playful in a customer complaint response, but with more empathy.

**"This, Not That" Exercise**:
Create pairs of contrasting descriptors:
- "We are approachable, not casual"
- "We are innovative, not gimmicky"
- "We are premium, not pretentious"
This creates nuance that prevents the brand from being misinterpreted.

**Aspirational Brands**:
Ask stakeholders to name 3-5 brands (from any industry) that they admire. Discuss what specifically they admire (visual identity, customer experience, messaging, reputation). This reveals aesthetic and strategic preferences.

### Workshop Output
Document the workshop results in a Brand Strategy Brief:
- Brand purpose/mission statement
- Core values (3-5)
- Brand attributes (5-7 adjective descriptors)
- Audience personas (2-3)
- Competitive positioning
- Brand voice and tone
- "This, not that" statements
- Aspirational references

This document is the design brief. All visual decisions should trace back to it.

## Moodboard Creation

### What a Moodboard Communicates
A moodboard translates the verbal brand strategy into a visual direction. It is a curated collection of images, textures, colors, typography, and visual references that capture the intended feeling of the brand.

### Building a Moodboard
1. **Gather broadly**: Collect 50-100 images from various sources (Pinterest, Behance, photography sites, nature, architecture, fashion, art, product design)
2. **Filter ruthlessly**: Narrow to 15-25 images that collectively tell a cohesive visual story
3. **Organize by theme**: Group images that represent color, texture, typography feel, imagery style, and mood
4. **Compose**: Arrange on a single board (Figma, InDesign, Milanote). The arrangement should feel intentional and harmonious.
5. **Add annotations**: Brief notes explaining why specific images are included and what they represent

### Presenting the Moodboard
- Present 2-3 moodboard directions that represent different visual approaches to the same brand strategy
- Each direction should feel distinctly different while still aligning with the brand attributes
- Ask the client: "Which direction feels most like your brand?" not "Which do you like best?" (preference vs. strategic fit)
- Moodboard approval before any design work ensures visual alignment and prevents major direction changes later

## Logo Suite

### What a Logo Suite Contains
A professional brand identity requires multiple logo versions:

**Primary logo**: The preferred, most complete version. Typically a combination mark (symbol + wordmark) or a wordmark with a tagline.

**Secondary logo**: An alternative arrangement of the same elements. If the primary is horizontal, the secondary might be stacked (vertical).

**Submark**: A compact version for small applications (favicon, social media avatar, stamp, embroidery). Often just the symbol or initials.

**Wordmark only**: The brand name set in the brand typeface without the symbol. For applications where the symbol is not needed or would be too small.

**Symbol only**: The brand mark without text. Used when the brand is well-known enough to be recognized by the symbol alone, or for repeat applications (pattern, watermark).

### Logo Design Process
1. Research and discovery (covered above)
2. Concept sketching: generate 30-50 rough ideas on paper
3. Digital development: refine 5-8 concepts in vector
4. Internal review: narrow to 2-3 strongest concepts
5. Client presentation: present concepts with rationale and mockups
6. Feedback and refinement: 2-3 rounds of revisions on the selected direction
7. Finalization: all logo versions, all color variations, all file formats

### Logo Quality Criteria
The logo must be:
- **Distinctive**: Recognizable and different from competitors
- **Simple**: Memorable at a glance. Can you draw it from memory?
- **Scalable**: Legible from a favicon (16px) to a billboard
- **Versatile**: Works in color, black, white, on light backgrounds, dark backgrounds, and photographs
- **Timeless**: Avoids trends that will date it within 2-3 years
- **Appropriate**: Matches the brand's personality and industry

## Typography System

### Selecting Brand Typefaces
A brand typically needs 2-3 typefaces:

**Primary typeface**: Used for headings, titles, and prominent brand communications. Should strongly reflect the brand personality.

**Secondary typeface**: Used for body text, long-form reading, and supporting content. Should be highly legible and complement the primary.

**Accent typeface** (optional): Used sparingly for special applications (pull quotes, callouts, social media graphics). Adds character without overuse.

### Typeface Pairing Principles
- **Contrast**: Pair typefaces that are clearly different (serif heading + sans-serif body, or bold geometric + elegant script). Similar typefaces create confusion.
- **Shared qualities**: Despite contrast, paired typefaces should share something subtle (similar x-height, similar stroke width, similar proportions).
- **Hierarchy clarity**: The heading typeface should look distinctly different from the body typeface at any size.

### Typography Specifications
Define specific usage rules:
- **Heading hierarchy**: H1 (size, weight, spacing), H2, H3, H4
- **Body text**: Size, line height (1.4-1.6x), paragraph spacing
- **Captions and labels**: Smaller size, possibly different weight
- **Minimum sizes**: The smallest size at which each typeface remains legible
- **Letter spacing**: Specific tracking values for headings (often slightly expanded) and body (usually default)
- **Case rules**: When to use title case, sentence case, all caps, or small caps

### Licensing
- Verify that typeface licenses cover all intended uses (web, desktop, app, social media, print)
- Google Fonts provides free, open-source fonts with broad licensing
- Adobe Fonts are included with Creative Cloud subscriptions
- Premium foundry fonts (Hoefler&Co, Commercial Type, Klim) often require separate licenses for different uses
- Include licensing information in the brand guidelines so the client knows what they can and cannot do

## Color Palette

### Palette Structure

**Primary colors** (1-2 colors):
The dominant colors of the brand. Used for the logo, primary buttons, and the most prominent brand elements.

**Secondary colors** (2-3 colors):
Complement the primary colors. Used for section backgrounds, secondary buttons, accents, and variety.

**Neutral colors** (3-5 colors):
Black, white, and grays (warm or cool depending on the brand). Used for text, backgrounds, and structural elements. Often the most-used colors in practice.

**Semantic colors** (for digital brands):
Success (green), warning (yellow/orange), error (red), information (blue). These may align with brand colors but must meet contrast and recognition standards.

### Color Specifications
For each color, provide:
- **Pantone**: For spot-color printing (business cards, packaging, signage)
- **CMYK**: For four-color process printing (brochures, posters)
- **RGB**: For digital screens
- **Hex**: For web development
- **HSL**: Helpful for developers working with CSS

### Color Proportions
Define how much of each color should appear in typical brand applications:
- The 60-30-10 rule: 60% primary/neutral, 30% secondary, 10% accent
- Dominant color creates the overall feeling. Accent color draws attention to key elements.
- Document specific use cases: "Primary blue is used for headers and primary CTAs. Secondary green is used for positive actions and success states. Neutral gray is used for body text and dividers."

## Imagery and Photography Direction

### Photography Style
Define the visual characteristics of brand photography:
- **Subject matter**: People, products, environments, abstract, or a mix
- **Composition**: Rule of thirds, centered, asymmetrical, close-up, wide, overhead
- **Lighting**: Natural, studio, warm, cool, high contrast, soft and diffused
- **Color treatment**: True to life, warm-filtered, desaturated, high-contrast, brand-colored overlay
- **People**: Diverse, aspirational, relatable, candid, posed, lifestyle, professional
- **Mood**: Energetic, calm, intimate, grand, playful, serious

### Illustration Style (if applicable)
If the brand uses illustration:
- Line weight and style (thick outlines, fine lines, no outlines)
- Color palette for illustrations (full brand palette, limited palette, monochrome)
- Level of detail (minimal/iconic, moderate, detailed/realistic)
- Character style (if applicable)
- Texture treatment (flat, textured, gradient)

### Iconography
- Define icon style: outlined, filled, duotone, flat
- Stroke weight consistency (match to typography weight)
- Corner radius (rounded or sharp)
- Grid and sizing system (24px grid, 16px grid)
- Color usage within icons

## Brand Guidelines Document

### Structure
A comprehensive brand guidelines document includes:

**Section 1: Brand Foundation**
- Brand story and mission
- Core values
- Brand personality attributes
- Voice and tone guidelines

**Section 2: Logo**
- Primary logo with clear space and minimum size
- All logo variations (secondary, submark, wordmark, symbol)
- Color versions (full color, one-color, black, white, grayscale)
- Placement guidelines for common applications
- Misuse examples (what not to do)

**Section 3: Color**
- Full color palette with all specifications
- Color proportions and usage guidelines
- Accessibility compliance notes
- Color combinations to use and avoid

**Section 4: Typography**
- Typeface selections with license information
- Type hierarchy (H1 through body text, captions, labels)
- Specific size, weight, line-height, and spacing for each level
- Type layout examples

**Section 5: Imagery**
- Photography style guide with examples
- Illustration style (if applicable)
- Iconography specifications
- Image treatment and overlay guidelines

**Section 6: Applications**
- Business cards
- Letterhead and envelopes
- Email signatures
- Social media templates (profile, cover, post)
- Presentation template
- Website/app screenshots
- Signage and environmental
- Merchandise (if applicable)
- Packaging (if applicable)

**Section 7: Do's and Don'ts**
- Visual examples of correct and incorrect usage for every element

### Guidelines Format
- PDF: The most common delivery format. Interactive PDFs with linked navigation.
- Web-based: Hosted on a platform like Frontify, Zeroheight, or a custom website. Easier to update and access.
- Figma: Increasingly common for digital brands. Designers can access components directly.

## Deliverables Checklist

### Complete Brand Identity Package
- [ ] Brand strategy brief / discovery documentation
- [ ] Moodboard(s)
- [ ] Primary logo (vector: AI, SVG, EPS, PDF; raster: PNG, JPG at multiple sizes)
- [ ] Secondary logo (all formats)
- [ ] Submark / favicon (all formats including ICO)
- [ ] Wordmark only (all formats)
- [ ] Symbol only (all formats)
- [ ] All logos in full color, one-color, black, white, and grayscale
- [ ] Color palette with Pantone, CMYK, RGB, Hex specifications
- [ ] Typography specifications with font files or license information
- [ ] Iconography set (if included in scope)
- [ ] Photography/imagery style guide
- [ ] Brand guidelines document (PDF and/or web-based)
- [ ] Business card design (print-ready files)
- [ ] Letterhead template
- [ ] Email signature template
- [ ] Social media templates (profile, cover, post)
- [ ] Presentation template (PowerPoint/Keynote/Google Slides)
- [ ] Pattern or texture files (if applicable)

### File Organization
Deliver everything in an organized folder structure with clear naming conventions. Include a README or guide explaining the folder structure.

## Pricing Brand Identity Work

### Scope-Based Pricing
- **Logo only**: $500-$5,000 (logo design, basic variations, file delivery)
- **Core identity** (logo + colors + typography): $2,000-$10,000
- **Full brand identity** (discovery + logo + full system + guidelines): $5,000-$50,000
- **Enterprise rebrand** (strategy + identity + applications + rollout): $50,000-$500,000+

### Factors Affecting Price
- Depth of discovery and research
- Number of concepts and revision rounds
- Scope of the visual system (logo only vs. full identity)
- Number of applications designed
- Guidelines document complexity
- Business size and usage scope
- Timeline (rush projects command premiums)
- Your experience and market positioning

### Payment Structure
- 40-50% deposit before work begins
- 25-30% after concept direction approval
- 20-30% upon final delivery
- All payments before final file delivery


## Output Format

Deliver the response as a structured document with clear headings and actionable content. Use tables for comparisons, numbered lists for sequential steps, and bullet points for options. Include specific examples where applicable.

```
[Brand Identity Designer deliverable]
1. Context and objectives
2. Analysis or framework
3. Specific recommendations with rationale
4. Action items with timeline
```


## Example

**Input:** "Help me with brand identity designer for a mid-size project."

**Output:** A complete brand identity designer framework tailored to the specific context, with actionable steps, relevant considerations, and measurable outcomes.


## Edge Cases

- **Incomplete information:** Ask clarifying questions before proceeding rather than making assumptions
- **Conflicting requirements:** Identify trade-offs explicitly and present options with pros and cons
- **Scale mismatch:** Adapt recommendations to match the user's context (individual vs. team vs. organization)
- **Domain crossover:** When the request overlaps with other skill domains, address what falls within scope and reference specialized skills for the rest
