Brand system

Brand System

Scaffolds a brand book + design system that sits at the root of a web product's repo — long-form BRAND.md (the working reference, 20 sections) paired with BRAND.html (the printable stakeholder distillation, ~7 A4 pages, rendered to BRAND.pdf via Chrome headless) and a matched tokens.css for Tailwind v4 @theme.

This skill authors the document. Its sibling brand-assets produces the pixels (SVG favicons, PWA pack, apple-touch-icon). Call both in sequence for a complete brand rollout.

The five artifacts

Artifact	What	How
BRAND.md	Long-form 20-section working reference	templates/BRAND.md.tmpl via scripts/new-brand-book.sh
BRAND.html	7-page A4 printable distillation	templates/BRAND.html.tmpl via same script
BRAND.pdf	Rendered via Chrome headless	scripts/render-pdf.sh
tokens.css	Tailwind v4 @theme + :root + [data-theme="dark"]	templates/tokens.css.tmpl + scripts/extract-tokens.py
tokens.json	W3C DTCG format for Style Dictionary / Tokens Studio	scripts/extract-tokens.py --format dtcg

Workflow (decision tree)

1. Starting fresh? — run the signature-moves interview first: copy templates/signature-interview.md.tmpl into the repo and answer every question before scaffolding. See reference/signature-moves.md for why each question matters. Without this, the output is a template; with it, it's a brand.

2. Scaffolding a new book? — run scripts/new-brand-book.sh with the interview answers as flags. Emits BRAND.md, BRAND.html, tokens.css, signature-interview.md into the output dir.

3. Drafting a specific chapter? — load the matching reference:

   • §0 the idea / §2 primitive / §3 signature moves → reference/signature-moves.md
   • §5 logo + favicon pack → reference/favicon-pack.md
   • §6 colour → reference/color.md + reference/tokens.md
   • §7 typography → reference/typography.md
   • §10 surfaces & materials → reference/surfaces.md
   • §11 motion → reference/motion.md
   • §13 voice & tone → reference/voice-and-tone.md
   • §14 accessibility → reference/accessibility.md
   • §17 Tailwind v4 @theme → reference/tailwind-v4.md
   • Hebrew / Arabic / RTL → reference/rtl.md

4. Favicon + PWA pack? — do not generate assets in this skill. reference/favicon-pack.md specs the requirements (system-aware SVG favicon, opaque apple-touch-icon, maskable PWA, OG light+dark pair). Hand the spec + a source SVG to the brand-assets skill's icon-pack.sh.

5. Contrast audit before shipping → scripts/audit-contrast.py. WCAG 2.2 AA on body (4.5:1), 3:1 on large / UI / focus rings. Runs per theme (light + dark). Paste the matrix into §14.

6. Rendering the PDF → scripts/render-pdf.sh. Chrome headless. Produces BRAND.pdf from BRAND.html.

7. Auditing an existing book → scripts/audit-outline.py. Validates the 20-section outline, flags missing decision log entries, warns if §2 signature primitive has <8 use-sites documented.

8. Catching drift between BRAND.md and production CSS → scripts/check-consistency.py. Brand books fail when code silently diverges from them. Diffs colour tokens in BRAND.md against one or more target CSS files and exits non-zero on hex drift. Wire into CI.

9. Enforcing the interview before scaffolding → pass --require-interview path/to/signature-interview.md to scripts/new-brand-book.sh. Refuses to scaffold if the interview still has unfilled {{PLACEHOLDER}}, {{TODO}}, or > … answer lines. Strongly recommended.

House rules

1. Require the anti-template moves before scaffolding. The interview is not optional. One invented proper noun, three falsifiable principles, three real don'ts from past mistakes, a 150-word voice sample in the brand's voice, and one signature move that deliberately breaks a best practice. Without these, the book is a template. See reference/signature-moves.md.

2. Accent constant across light/dark. Only surface and text semantic tokens swap between themes. The one saturated brand colour is identical in both modes — that's what lets a signature primitive mean the same thing regardless of system preference. Encoded in templates/tokens.css.tmpl.

3. Three-tier tokens per Nathan Curtis taxonomy. Primitive (--color-cream: #F3EAD3) → semantic (--bg: var(--color-cream)) → component (--btn-bg: var(--bg-elevated)). Primitives go in @theme, semantics in :root, dark-mode overrides in [data-theme="dark"]. See reference/tokens.md.

4. WCAG 2.2 AA is the legal floor in 2026. Not APCA — APCA was pulled from WCAG 3 in July 2023 and has not returned. AA means 4.5:1 body, 3:1 large/UI/focus, 24×24 target-size-minimum. Audited with scripts/audit-contrast.py; see reference/accessibility.md.

5. RTL is a foundation, not an appendix. If the product ships in Hebrew or Arabic, use CSS logical properties (margin-inline-start, not margin-left) from day one; the retrofit cost is 10–50× designing-for-it upfront. See reference/rtl.md.

6. The brand book is itself an instance of the brand. The BRAND.html template uses the product's own palette + type — so the document looks like the brand on page 1. If the brand book's own styling doesn't pass the rules it preaches, it's wrong.

7. System-first, toggle-second for dark mode. Respect prefers-color-scheme by default; persist explicit user overrides in localStorage. A visible dark-mode toggle in the nav is an anti-pattern. The system-aware SVG favicon rule in reference/favicon-pack.md follows the same logic.

Non-goals

• Generating logo artwork — that's image-generation.
• Mechanical asset pipelines (vectorize PNG → SVG, icon-pack generation, rasterize at size) — that's brand-assets.
• Building the actual components — §18 of BRAND.md documents the specs; implement them in your own component layer — Anthropic's frontend-design skill is a good companion for that step.
• Brand storytelling / marketing copywriting — §13 governs how to write, not what.
• Translating copy — the skill scaffolds RTL-aware structure but doesn't translate.
• Versioning the brand book as a product — update in place, commit with a clear message, one source of truth at the repo root.

Canonical 20-section outline (what BRAND.md.tmpl emits)

#	Section	Core must-have
0	The idea	One-sentence core idea + the "strip everything but X" test
1	Reading the mark	3–5 simultaneous readings of the logo
2	Signature primitive	The semantic token that appears across every surface — 8+ use sites
3	Signature moves	5–7 things that identify the brand without the logo
4	Brand essence	What we are / are not / tone / positioning sentence
5	Logo system	Variants, clear space, min size, don'ts, favicon + PWA pack requirements
6	Colour system	Core + extended + neutrals + semantic tokens, 62/30/8 ratio, light/dark parity
7	Typography	Face, tabular nums, scale, measure, RTL moves, wordmark treatment
8	Iconography	Style, colour rules (accent never used), size tokens, RTL flipping
9	Spacing & layout	8-point grid, containers, radii + concentric-radii rule
10	Surfaces & materials	Default + floating material, grain overlay, hero backgrounds
11	Motion	Principle, tokens, the signature animation, reduced-motion behaviour
12	Imagery & illustration	Photography rules, illustration style, anti-patterns
13	Voice & tone	Rules, tone matrix by emotional state, 3-levels-of-same-thought, RTL specifics
14	Accessibility	WCAG 2.2 AA contrast matrix, focus rings, reduced motion, RTL equivalence
15	Reference set	What shelf the brand sits on + what it's not
16	Anti-patterns	Specific "don't do this" list — concrete bad habits banned
17	Implementation — Tailwind v4 @theme	Full block, :root + [data-theme="dark"], body rules
18	Components	Buttons, links, inputs, cards, badges, nav, alerts, dialogs, prose, landing primitives
19	Migration plan	What's being retired; ✅/⚠️/❌ per token/pattern; dates
20	What this is not + Decision log	Non-goals + dated table of decisions with rationale

Quick invocation

# Scaffold a new brand book at the repo root
~/.claude/skills/brand-system/scripts/new-brand-book.sh \
  --product "Agentiko" \
  --positioning "A real worker who lives inside WhatsApp." \
  --palette-bg '#F3EAD3' \
  --palette-fg '#0E1320' \
  --palette-accent '#B85A3A' \
  --signature-primitive "voice dot" \
  --primary-font "Rubik" \
  --locale "he" \
  --output-dir .

# Audit contrast
~/.claude/skills/brand-system/scripts/audit-contrast.py \
  --bg '#F3EAD3' --fg '#0E1320' --accent '#B85A3A'

# Render the printable
~/.claude/skills/brand-system/scripts/render-pdf.sh BRAND.html BRAND.pdf

# Later: check an existing book against the outline
~/.claude/skills/brand-system/scripts/audit-outline.py BRAND.md

Related skills

• brand-assets — mechanical SVG/PNG pipelines; run after this skill to produce the favicon pack.
• image-generation — design logo/hero imagery before this skill runs.
• Anthropic's frontend-design — implement §18 components in production code.