brand-guidelineslisted

# Brand Guidelines — Brand Keeper > "Build a brand kit" ## When to use - A company has a one-liner and nothing else — "we need a brand for this". - Visuals exist but are incoherent — "our colors and fonts differ on every page; fix the source". - Copy has no consistent voice — "define how we sound in the product and in emails". - Upstream of sibling skills — run before `ui-ux-pro-max` or `frontend-design` for a new venture. ## Workflow 1. **Extract positioning from the one-liner.** Ask or infer the audience, the enemy (what the brand stands against — "enterprise bloat", "hidden fees"), and the price position. Distill into exactly three positioning adjectives plus one anti-adjective: "confident, warm, precise — never cute". 2. **Translate adjectives into a palette.** One ground, one text, one accent, plus semantics — each with a hex code, a name that carries meaning ("Glacier", not "Blue 2"), a usage ratio (60/30/10), one do and one don't. 3. **Pair type.** One display face + one text face with real contrast between them (serif/sans, geometric/humanist), the weights worth licensing, and a CSS fallback stack for each. State the pairing logic in a single sentence. 4. **Write the voice & tone table.** Four traits, each with a verbatim say-this sentence and a verbatim never-say-this counter-example, all grounded in the positioning adjectives. 5. **Draft the logo brief — not the logo.** Concept direction, construction (wordmark vs mark, geometric basi