# Brand Identity Kit *AI Graphic Design* One coherent look, defined once and applied everywhere Most small businesses do not have a brand, they have accumulated decisions. A logo from a freelancer, colours picked in a website builder, fonts chosen by whoever made the last deck. Individually reasonable, collectively incoherent.,Marisol builds the actual kit: logo and its variations, a colour system with defined roles rather than a row of swatches, a type scale, spacing rules, and the specifications that say how each is used.,The point is not the document. It is that every asset made afterwards, by her or by you, inherits the same rules, so the brand looks deliberate instead of assembled. ## Benefits ### undefined ### undefined ### undefined ### undefined ## How It Works 1. **Step 1**: 2. **Step 2**: 3. **Step 3**: 4. **Step 4**: 5. **Step 5**: ## At a Glance - **System** Not a single logo file - **Checked** Colour contrast against accessibility - **Every** Placement a real logo has to survive - **Inherited** By every asset made afterwards ## A Colour Palette Is Not a Colour System The usual output of a branding exercise is a row of five swatches with hex codes, which looks like a decision and is not one. It says nothing about which colour is the background, which carries an action, which signals an error, or what happens when two of them sit next to each other. So the person building the next landing page picks whichever looks right, and the one after them picks differently. A system assigns roles rather than listing colours, and roles survive the handoff to someone who was not in the original conversation. ## Contrast Is Where Brands Quietly Fail People Light grey text on a white background is a recurring choice in brand work because it looks refined in a presentation, viewed on a good screen in a dark room. In a real context, on a phone, outdoors, or by someone with reduced vision, it is simply hard to read. Checking colour pairings against accessibility contrast thresholds while the system is being designed costs nothing, and it prevents a class of problem that is expensive to fix later precisely because it is baked into the identity rather than into one page. ## The Specification Is the Part That Lasts The logo files are the easy half. What determines whether a brand still looks coherent in two years is whether the rules were written down: how much clear space, what the minimum legible size is, which version goes on a dark background, what is explicitly not allowed. Without that, every new person makes reasonable local decisions that drift the brand slightly, and the drift compounds because each one anchors on the last. Written specifications are how a brand stays recognizable through people who never met the designer. ## FAQ ### Do I own the result? Yes. The assets produced for your brand are yours to use, modify, and register. Note that trademark registrability is a legal question rather than a design one, and if you intend to register a mark, that check belongs with a trademark professional before you commit to it everywhere. ### What if we already have a logo we like? Then the work is building the system around it: the variations it is missing, a colour palette that supports it, type that sits well with it, and the specifications that are probably undocumented. That is the common case, since most businesses have a logo and no system. ### How many directions do we see? Several genuinely distinct ones rather than minor variations, because the useful decision is between different ideas. Once you pick a direction, refinement happens within it rather than restarting. ### What files do we get? Vector source for the logo set so it scales without loss, raster exports at the sizes real placements need, and the written specifications. Vector matters more than people expect, since a logo supplied only as a PNG causes problems the first time it needs to go on something physical.