brand-identity
Brand Identity in Interface
A brand arrives as a handful of adjectives and a logo file, and the job is converting exactly one of those adjectives into a channel while holding everything else neutral. Default to concentration: one saturated accent, one personality channel at full strength, a system otherwise achromatic and unremarkable. Benji Taylor's site is the clean proof — handwritten marginalia ([data-variant=cursive], user-select: none) carries the entire voice while the rest of the page stays grey. Personality sprayed across five channels does not read as five times the personality; it reads as an unresolved system. The sibling this is most confused with is typography: that skill picks a family and sets scale, line-height, measure, and rhythm for legibility, and owns every number involved; this skill decides only whether the family expresses the brand and at what strength. A scale step or a leading value is typography, not here. Likewise marketing-pages builds one page; this skill defines the rules every page obeys.
Read what the brand already is before deciding what it should be. Find the brand kit, the logo directory, the accent already in the theme, the illustration folder, and any written guideline — then express decisions in the token tiers the project already uses (design-tokens owns naming). A brand pass is the most common excuse for a second accent, a second typeface, or a parallel brand.css to appear beside a system that already had answers. Extend the existing tokens; never open a second channel to say what the first already says.
Quick Reference
| Topic | File |
|---|---|
| The surviving adjective and the concrete decisions it implies — typeface behavior, accent chroma, where in the motion band to sit, radius, surface treatment, and what it forbids. Open it the moment principle 1 produces a word. | translation-table.md |