Brand Craft

Core Philosophy

1. Archetype first, aesthetics second. Every visual decision flows from the brand's archetype and personality. Colors, fonts, and logos that don't reinforce the archetype create cognitive dissonance.
2. Constraint breeds quality. A brand needs 1 primary color, 2 fonts, and 1 logo type — not endless options. Decisive constraints produce cohesive identities; optionality produces mush.
3. Machine-readable over PDF-pretty. Output brand identity as structured JSON with CSS tokens. PDFs look nice but can't feed design tools, theme generators, or other AI agents.
4. Generate, don't describe. Use AI vector generation (QuiverAI Arrow, Recraft V4) to produce actual logo SVGs — not descriptions of what a logo could look like. Ship assets, not briefs.
5. 60-30-10 always. Primary color 60%, secondary 30%, accent 10%. This ratio prevents visual chaos in any brand system.