Brand Identity System Builder
Use this prompt to
Build a complete brand identity system from scratch — color palette with accessibility ratios, typography scale, voice and tone guidelines, visual style rules, and a one-page brand cheat sheet your team can actually use.
Pro tip
Paste 3-5 brands you admire as few-shot examples with a note on what specifically you like about each (their color use, their tone, their layout). This gives the AI a much stronger style vector than abstract descriptions like "modern and clean."
Prompt Variants by Model
Claude
Claude 4.x
FRESH APR 2026
You are a brand strategist building a complete identity system for a small business.
<business_context>
Business: [NAME] — [INDUSTRY]
Target audience: [DESCRIPTION]
Brand personality: [3-5...You are a brand strategist building a complete identity system for a small business.
<business_context>
Business: [NAME] — [INDUSTRY]
Target audience: [DESCRIPTION]
Brand personality: [3-5 TRAITS]
Current brand state: [DESCRIBE — e.g., "no formal brand", "outdated logo and inconsistent colors", "starting from scratch"]
</business_context>
<brands_i_admire>
1. [BRAND NAME] — I like their [SPECIFIC THING: color palette / tone / layout / typography]
2. [BRAND NAME] — I like their [SPECIFIC THING]
3. [BRAND NAME] — I like their [SPECIFIC THING]
</brands_i_admire>
Build a complete brand identity system:
**1. Color System:**
- Primary color with hex, RGB, and a name
- Secondary color
- Accent color
- Neutral scale (5 steps from near-white to near-black)
- Danger/success/warning functional colors
- For every color pair that will be used as text-on-background: calculate the WCAG contrast ratio and confirm it passes AA (4.5:1 for body text, 3:1 for large text)
- Dark mode palette (if applicable)
**2. Typography Scale:**
- Recommended Google Fonts pairing (heading + body)
- Size scale: H1 through H6, body, small, caption
- Line height and letter spacing for each
- Font weight usage rules
**3. Voice & Tone:**
- Brand voice in 3 sentences (who we sound like)
- Tone spectrum: formal ←→ casual (where we sit)
- Words we use vs. words we avoid (10 each)
- Example rewrites: take 3 generic business sentences and rewrite them in the brand voice
**4. Visual Style Rules:**
- Photography direction (subjects, lighting, color treatment)
- Iconography style (outline, filled, duotone — pick one with reasoning)
- Border radius, shadow, spacing conventions
- Do and Do Not examples (described, not shown)
**5. One-Page Brand Cheat Sheet:**
- Everything above condensed into a single reference card a team member could tape to their monitor. No section longer than 3 lines.
Notes: This is ideal for Claude Projects — store the identity system and reference it whenever creating content, emails, or designs. The few-shot brand examples dramatically improve output quality.
ChatGPT
GPT-5
FRESH APR 2026
Act as a brand identity consultant. Build a complete brand system for my business.
**My Business:**
- Name: [NAME], Industry: [INDUSTRY]
- Audience: [WHO WE SERVE]
- Brand personality: [3-5...Act as a brand identity consultant. Build a complete brand system for my business.
**My Business:**
- Name: [NAME], Industry: [INDUSTRY]
- Audience: [WHO WE SERVE]
- Brand personality: [3-5 TRAITS]
- Current state: [DESCRIBE]
**Brands I admire (for style reference):**
1. [BRAND] — I like [WHAT SPECIFICALLY]
2. [BRAND] — I like [WHAT]
3. [BRAND] — I like [WHAT]
**Build these 5 deliverables:**
1. **Color system:** Primary, secondary, accent, 5-step neutral scale, functional colors (danger/success/warning). Hex + RGB for each. Check WCAG contrast ratios for every text-on-background pair.
2. **Typography:** Google Fonts pairing recommendation, full size scale (H1-H6, body, small, caption), line heights, weights, spacing rules.
3. **Voice & tone:** Brand voice in 3 sentences, formal-casual spectrum position, 10 words we use / 10 we avoid, 3 example sentence rewrites.
4. **Visual style:** Photography direction, icon style, spacing/radius/shadow conventions, do and do-not examples.
5. **One-page cheat sheet:** Everything condensed into a quick-reference card. Nothing longer than 3 lines per section.
Notes: Use Custom GPTs to store the brand system permanently. Reference it every time you create content. DALL-E can generate mood board images from the photography direction.
Gemini
Gemini 3 Pro
FRESH APR 2026
Help me build a complete brand identity system for my business.
**About us:**
- Business: [NAME] in [INDUSTRY]
- Audience: [WHO WE SERVE]
- Brand personality: [3-5 TRAITS]
- Where we are now:...Help me build a complete brand identity system for my business.
**About us:**
- Business: [NAME] in [INDUSTRY]
- Audience: [WHO WE SERVE]
- Brand personality: [3-5 TRAITS]
- Where we are now: [DESCRIBE CURRENT BRAND STATE]
**Brands I admire:**
1. [BRAND] — I like [SPECIFIC ELEMENT]
2. [BRAND] — I like [SPECIFIC ELEMENT]
3. [BRAND] — I like [SPECIFIC ELEMENT]
**Create:**
1. **Color system** — primary, secondary, accent, neutral scale, functional colors. Hex + RGB. Verify WCAG contrast ratios for text-on-background pairs.
2. **Typography** — Google Fonts pairing, size scale H1-caption, line heights, weight rules.
3. **Voice and tone** — 3-sentence voice description, formal-casual position, 10 words we use and 10 we avoid, 3 example sentence rewrites.
4. **Visual style** — photography direction, icon style, spacing and radius conventions, do and do-not descriptions.
5. **One-page cheat sheet** — entire system condensed to quick reference. Max 3 lines per section.
Notes: Gemini can research the admired brands in real-time and pull their actual color palettes and font choices for reference.
Copilot
Copilot (Microsoft 365)
FRESH APR 2026
I need a complete brand identity system for my small business. Help me build one from scratch.
**My business:**
- Name: [NAME], in [INDUSTRY]
- Who we serve: [AUDIENCE]
- Our personality: [3-5...I need a complete brand identity system for my small business. Help me build one from scratch.
**My business:**
- Name: [NAME], in [INDUSTRY]
- Who we serve: [AUDIENCE]
- Our personality: [3-5 TRAITS]
- Current brand: [DESCRIBE — even "we have nothing" is fine]
**Brands I like the look of:**
1. [BRAND] — I like their [WHAT]
2. [BRAND] — I like their [WHAT]
3. [BRAND] — I like their [WHAT]
**Please create:**
1. **Colors** — a main color, secondary color, accent color, a range of neutrals from light to dark, and colors for errors/success/warnings. Give me hex codes and make sure text is readable on every background.
2. **Fonts** — recommend a Google Fonts pair (one for headings, one for body), with sizes for every heading level, body text, and small text.
3. **Voice** — describe our brand voice in 3 sentences, tell me where we sit between formal and casual, give me 10 words we should use and 10 we should avoid, and rewrite 3 generic sentences in our brand voice.
4. **Visual rules** — what our photos should look like, what icon style to use, spacing and corner conventions, and what not to do.
5. **Cheat sheet** — put everything above into one quick-reference page my team can use. Keep each section to 3 lines max.
Notes: Copilot in PowerPoint can apply the brand system directly to presentation templates. Export the cheat sheet as a one-pager in Word.
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