Artifacts
What each Branding phase produces and the purpose of each artifact.
Phase Artifacts
| Phase | File | What It Contains |
|---|---|---|
| Discover | 01-discover.md | Business overview, existing brand audit, competitive brand analysis, target audience personas, market positioning insights |
| Strategy | 02-strategy.md | Positioning statement, brand values (3-5 with descriptions), personality archetypes, brand promise, differentiation strategy, brand story |
| Verbal | 03-verbal.md | Brand voice definition (attributes, do/don't examples), tone variations by context (formal, casual, urgent, celebratory), messaging pillars, tagline options, naming conventions, language guidelines |
| Visual | 04-visual.md | Color palette with rationale, typography system, logo concept descriptions, imagery style guidelines, iconography direction |
| Guidelines | 05-guidelines.md | Complete brand manual, usage rules, consistency standards, compliance checklist, quick-reference guide |
A skip-log.md file is also created if any phase prerequisites are bypassed.
Brand Assets (assets/ directory)
| Directory | What It Contains |
|---|---|
assets/logo/ | Logo variations: logomark (icon only), wordmark (text only), brandmark (combined), favicon (16x16, 32x32), app icon (1024x1024), social avatar, monochrome versions, reversed versions — with clear space and minimum size rules |
assets/fonts/ | Typography files: primary typeface (headings), secondary typeface (body), monospace (code), font weight files, web font formats (WOFF2) |
assets/imagery/ | Visual assets: photography style examples, illustration samples, pattern/texture files, background assets |
Artifact Format
Phase artifacts are Markdown. Brand assets in assets/ are binary files (SVG, PNG, WOFF2, JPG). The 04-visual.md file contains specifications and rationale; the actual asset files live in assets/.
Key Artifact Types
- Color palette — Primary, secondary, accent, and neutral colors with hex, HSL, RGB values and CSS custom properties. Includes contrast ratios for accessibility.
- Typography system — Font families, type scale (h1-h6, body, caption), line heights, font weights, letter spacing. Both print and digital specifications.
- Logo variations — Logomark, wordmark, brandmark, favicon, app icon, social avatar. Each with usage rules, clear space requirements, minimum sizes, and backgrounds where each version should be used.
- Brand voice — Tone attributes (e.g., "confident but not arrogant"), vocabulary lists (preferred terms, avoided terms), writing examples per context.
- Brand elements — Patterns, textures, dividers, motion/animation guidelines, sound/audio branding if applicable.
- Brand guidelines — Complete usage manual covering all elements with do/don't examples.
Cross-Domain References
Branding artifacts are consumed across many domains:
- Design reads
04-visual.mdfor color tokens, typography, and visual direction - Marketing reads
03-verbal.mdfor voice, tone, and messaging guidelines - Coaching reads brand artifacts when reviewing copy for brand voice consistency
- Development reads
04-visual.mdfor design token definitions