Brand identity building blocks: positioning, personality, archetypes, logo systems, color palettes, type pairing, voice, and guidelines documentation.

MITAuto-check passedFrontend & Design

Install Brand Systems

skills CLI
$ npx skills add HermeticOrmus/LibreUIUX-Claude-Code --skill brand-systems -a claude-code

Project install by default; add -g for ~/.claude/skills/.

GitHub CLI
$ gh skill install HermeticOrmus/LibreUIUX-Claude-Code brand-systems --agent claude-code

Project scope by default; add --scope user for a personal install. Needs GitHub CLI 2.90.0 or later (public preview).

Manual copy
$ git clone --depth 1 https://github.com/HermeticOrmus/LibreUIUX-Claude-Code.git skills-src && mkdir -p .claude/skills && cp -r skills-src/plugins/design-mastery/skills/brand-systems .claude/skills/brand-systems && rm -rf skills-src

Use ~/.claude/skills/ instead of .claude/skills for a personal install. The folder must contain SKILL.md.

Claude Code skills documentation · loads skills from .claude/skills/

Facts

Skill name
brand-systems
GitHub stars
112
Token cost
~2.3k tokens
SKILL.md length
567 words
Files
6 (incl. references, assets)
Skills in repo
15
Repo updated
First seen
Licence
MIT

At a glance

Brand identity building blocks: positioning, personality, archetypes, logo systems, color palettes, type pairing, voice, and guidelines documentation.

  • Works in 5 steps: Strategy Layer (Foundation) → Visual Identity Layer → Voice Layer → …
  • Creating a brand
  • SKILL.md covers When to Use This Skill, Brand System Components, Brand Canvas (Quick Reference) and Resources
  • Instructions only: no scripts, shell commands, URLs or credentials in SKILL.md

What it does

Brand Systems is an agent skill from HermeticOrmus/LibreUIUX-Claude-Code. Brand identity building blocks: positioning, personality, archetypes, logo systems, color palettes, type pairing, voice, and guidelines documentation. Use when creating a brand, rebranding, or turning an existing identity into tokens and rules others can follow.

Its SKILL.md is about 2.3k tokens, which your agent loads only when the skill is triggered. The skill folder holds 7 other files, including reference files and assets (for example `assets/brand-canvas-template.md`, `references/brand-voice.md` and `references/color-palettes.md`).

It sits in Frontend & Design, covering Design systems, Theming and dark mode and Brand strategy and identity. The repository describes itself as: UI/UX system for Claude Code: 71 plugins, 93 agents, 74 skills. Design mastery, archetypal design, accessibility, and frontend workflows in one validated plugin marketplace. The licence is MIT.

When your agent uses it

  • Creating a brand
  • Turning an existing identity into tokens and rules others can follow

Example prompts

  • “/brand-systems”

Workflow steps

5 steps, taken from the step headings in SKILL.md.

  1. Strategy Layer (Foundation)
  2. Visual Identity Layer
  3. Voice Layer
  4. System Layer
  5. Application Layer

What it can do on your machine

Read from SKILL.md and the folder at commit 41a968c. It shows what the files ask for, not the result of running them.

  • Tool permissions

    Pre-approves nothing: there is no allowed-tools line, so your agent's usual permission prompts apply.

    From allowed-tools in the SKILL.md frontmatter.

  • Runs code

    No scripts in the folder and no shell commands in SKILL.md (its code samples are javascript and markdown).

    From the folder's file list and the shell code blocks in SKILL.md.

  • Network

    No URLs in SKILL.md.

    From URLs in SKILL.md, links to its own repository left out.

  • Credentials

    Names no API keys, tokens, secrets or passwords.

    From names ending in _API_KEY, _TOKEN, _SECRET, _KEY or _PASSWORD in SKILL.md.

Context cost

Brand Systems loads about 2.3k tokens when it runs, and up to ~10k if it reads all its reference files. Until then it costs about 69 tokens; SKILL.md has 567 words of instructions outside code blocks.

Always · name and description, kept in context so the agent knows when to use it
~69
When it runs · the whole SKILL.md, loaded when a task matches
~2.3k
With references · SKILL.md plus every file in references/, read only if the agent opens them
~10k

Estimates: characters ÷ 4, the usual rule of thumb; real counts depend on the model's tokenizer. Scripts and assets cost tokens only if the agent reads them.

Safety

Auto-check passed

The automated check found no risky patterns in SKILL.md.

Automated static check — not a guarantee. Review scripts before installing. It scans the text of SKILL.md for risky patterns (piping downloads into a shell, reading credential files, hidden Unicode, destructive commands); files beside SKILL.md are not scanned.

SKILL.md

The full file from HermeticOrmus/LibreUIUX-Claude-Code at commit 41a968c, republished under its MIT licence (© HermeticOrmus). 567 words, ~2,341 tokens.

Download SKILL.mdSave it as .claude/skills/brand-systems/SKILL.md (or your agent's skills folder). This skill also uses 5 other files; get the full folder from GitHub.
name
brand-systems
description
Brand identity building blocks: positioning, personality, archetypes, logo systems, color palettes, type pairing, voice, and guidelines documentation. Use when creating a brand, rebranding, or turning an existing identity into tokens and rules others can follow.

Brand Systems

A brand is a promise made visible. Brand systems are the rules that ensure that promise is kept consistently.

When to Use This Skill

  • Creating a new brand identity
  • Rebranding or refreshing an existing identity
  • Building brand guidelines documentation
  • Systematizing ad-hoc brand elements
  • Training others on brand application

Brand System Components

1. Strategy Layer (Foundation)
Positioning Statement
For [target audience]
Who [statement of need]
[Brand] is a [category]
That [key benefit]
Unlike [competitors]
We [key differentiator]
Brand Pillars
  1. Purpose: Why we exist beyond profit
  2. Vision: The future we're creating
  3. Mission: How we'll get there
  4. Values: What we believe (3-5 core values)
Brand Personality

Define 3-5 adjectives with behavioral examples:

TraitWhat It MeansWhat It Doesn't Mean
BoldTake clear positionsAggressive/reckless
ApproachableWarm and welcomingUnprofessional
InnovativeForward-thinkingGimmicky
Brand Archetype

Choose primary (and optional secondary) from:

ArchetypeCore DesireVoice Character
SageTruthKnowledgeable, analytical
InnocentSafetyOptimistic, simple
ExplorerFreedomAdventurous, authentic
RulerControlAuthoritative, refined
CreatorInnovationImaginative, visionary
CaregiverServiceNurturing, supportive
MagicianTransformationVisionary, charismatic
HeroMasteryCourageous, determined
OutlawLiberationRebellious, disruptive
LoverIntimacyPassionate, sensual
JesterEnjoymentPlayful, irreverent
EverymanBelongingFriendly, humble

2. Visual Identity Layer
Logo System

Logo Types:

TypeDescriptionExample
WordmarkName as logoGoogle, Coca-Cola
LettermarkInitialsIBM, HBO
SymbolAbstract markNike, Apple
CombinationSymbol + wordmarkAdidas, Lacoste
EmblemText inside symbolStarbucks, NFL

Logo Requirements:

  • Works at 16px favicon size
  • Works on dark and light backgrounds
  • Recognizable in B&W
  • No gradients that break in print
  • Clear space rules defined

Logo Lockups:

[Symbol]        [Symbol][Wordmark]       [Wordmark]
                                          [Symbol]
  Symbol          Horizontal              Stacked
  Only            Lockup                  Lockup

Clear Space: Define minimum space around logo (typically height of a logo element):

   ┌──────────────────────────────┐
   │                              │
   │    ┌──────────────────┐      │
   │    │                  │      │
   │    │      LOGO        │      │  ← Clear space = 'X'
   │    │                  │      │    (defined by logo element)
   │    └──────────────────┘      │
   │                              │
   └──────────────────────────────┘
Color Palette

Primary Palette:

Primary:
  Name: [Descriptive name, e.g., "Trust Blue"]
  Hex: #2563eb
  RGB: 37, 99, 235
  HSL: 221, 83%, 53%
  Tailwind: blue-600

  Usage: CTAs, links, primary actions
  Accessible on: white (5.17:1), gray-50 (4.95:1)

Extended Palette:

  • Primary shades (50-950 scale)
  • Secondary color (with shades)
  • Accent color (high contrast)
  • Neutral scale (gray tones)
  • Semantic colors (success, warning, error, info)

Color Proportions:

60% - Dominant (backgrounds, large areas)
30% - Secondary (supporting elements)
10% - Accent (highlights, CTAs)

Dark Mode Considerations:

Light Mode          Dark Mode
white           →   gray-900
gray-50         →   gray-800
gray-900        →   white
blue-600        →   blue-400
Typography System

Type Scale:

javascript
const typeScale = {
  xs:     '0.75rem',    // 12px - captions
  sm:     '0.875rem',   // 14px - secondary text
  base:   '1rem',       // 16px - body
  lg:     '1.125rem',   // 18px - lead text
  xl:     '1.25rem',    // 20px - h4
  '2xl':  '1.5rem',     // 24px - h3
  '3xl':  '1.875rem',   // 30px - h2
  '4xl':  '2.25rem',    // 36px - h1
  '5xl':  '3rem',       // 48px - display
  '6xl':  '3.75rem',    // 60px - hero
};

Font Pairing Principles:

ApproachExampleEffect
ContrastSerif heading + sans bodyClassic, editorial
ComplementGeometric heading + humanist bodyModern, friendly
SuperfamilySame family, different weightsUnified, systematic

Recommended Pairs:

  • Editorial: Playfair Display + Source Sans Pro
  • Modern: Outfit + Inter
  • Technical: Space Grotesk + IBM Plex Sans
  • Elegant: Cormorant Garamond + Lato
  • Startup: Cal Sans + Geist
Show full SKILL.md (222 more words)Show less
Imagery & Iconography

Photography Style:

  • Subject matter guidelines
  • Color treatment (natural, saturated, muted)
  • Composition preferences
  • Mood and lighting
  • What to avoid

Icon System:

Style: [Outlined | Filled | Duotone]
Stroke weight: [1.5px | 2px | 2.5px]
Corner radius: [0 | 2px | rounded]
Grid: [24x24 | 16x16]
Source: [Lucide | Heroicons | Phosphor | Custom]

Illustration Style (if applicable):

  • Style references
  • Color usage
  • Line weight
  • Level of detail
  • Character guidelines

3. Voice Layer
Voice Attributes

Define 3-4 constant personality traits:

We are:
1. [Trait 1] - [What this means in practice]
2. [Trait 2] - [What this means in practice]
3. [Trait 3] - [What this means in practice]

We are NOT:
1. [Anti-trait 1]
2. [Anti-trait 2]
3. [Anti-trait 3]
Tone Variations

Voice is constant; tone adapts to context:

ContextTone AdjustmentExample
WelcomeWarm, enthusiastic"Welcome! We're excited to have you."
ErrorCalm, helpful"Something went wrong. Here's how to fix it."
SuccessCelebratory, brief"Done! Your changes are live."
TutorialPatient, encouraging"Let's walk through this together."
LegalClear, direct"By continuing, you agree to our terms."
Writing Guidelines
  • Sentence length preferences
  • Active vs. passive voice
  • Punctuation style
  • Capitalization rules
  • Words to use/avoid
  • Jargon policy

4. System Layer
Design Tokens
javascript
// tokens.js
export const tokens = {
  colors: { /* color definitions */ },
  typography: { /* font definitions */ },
  spacing: {
    xs: '0.25rem',   // 4px
    sm: '0.5rem',    // 8px
    md: '1rem',      // 16px
    lg: '1.5rem',    // 24px
    xl: '2rem',      // 32px
    '2xl': '3rem',   // 48px
    '3xl': '4rem',   // 64px
  },
  radii: {
    sm: '0.25rem',
    md: '0.5rem',
    lg: '0.75rem',
    xl: '1rem',
    full: '9999px',
  },
  shadows: { /* shadow definitions */ },
  transitions: {
    fast: '150ms ease-out',
    normal: '200ms ease-out',
    slow: '300ms ease-out',
  },
};
Component Patterns

Document common component patterns:

markdown
## Button

### Variants
- Primary: Main actions
- Secondary: Alternative actions
- Ghost: Tertiary actions
- Destructive: Dangerous actions

### Sizes
- sm: Compact contexts
- md: Default
- lg: Prominent placement

### States
- Default
- Hover
- Active/Pressed
- Focus (keyboard)
- Disabled
- Loading
Layout Patterns
  • Grid system (12-column, gutters)
  • Breakpoints
  • Container widths
  • Section spacing

5. Application Layer
Touchpoint Guidelines

Document brand application for:

  • Website
  • Mobile app
  • Email templates
  • Social media profiles
  • Presentation templates
  • Print materials
  • Packaging (if applicable)
  • Environmental/signage
Do's and Don'ts

Visual examples of correct and incorrect usage:

✓ DO                         ✗ DON'T
─────────────────────────────────────────
Logo on white background     Logo on busy photo
Logo with clear space        Logo crowded by elements
Primary button for CTA       Multiple primary buttons
Consistent icon style        Mixed icon styles

Brand Canvas (Quick Reference)

markdown
# [Brand Name] Brand Canvas

## Who We Are
Purpose: [Why we exist]
Vision: [Future we're creating]
Mission: [How we'll get there]

## Who We Serve
[Target audience description]

## What Makes Us Different
[Key differentiators]

## How We Sound
Voice: [3-4 adjectives]
Archetype: [Primary archetype]

## How We Look
Colors: [Primary, Secondary, Accent]
Typography: [Display font + Body font]
Style: [Visual approach in 2-3 words]

## Our Promise
[The one thing we deliver]

Resources

Read the matching file when a brand task needs more depth than the summary above.

  • assets/brand-canvas-template.md: Fillable brand canvas
  • references/logo-design.md: Logo creation principles
  • references/color-palettes.md: Color theory for branding
  • references/typography-pairing.md: Font combination guide
  • references/brand-voice.md: Voice development framework

© HermeticOrmus, MIT. Rendered from Markdown: HTML in the file is shown as text, images as links, and headings moved down two levels. Raw file

Files

SKILL.md and 5 other files (references, assets) in plugins/design-mastery/skills/brand-systems of HermeticOrmus/LibreUIUX-Claude-Code.

  • SKILL.md
  • assets/brand-canvas-template.md
  • references/brand-voice.md
  • references/color-palettes.md
  • references/logo-design.md
  • references/typography-pairing.md

Open the folder on GitHubat commit 41a968c

Compare with similar skills

Brand Systems next to the 5 skills that share the most tags, products or categories with it. Stars are the repository's; “used in” counts other GitHub owners with a copy.

Brand Systems compared with similar skills
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Brand Systems this skillHermeticOrmus/LibreUIUX-Claude-Code112—~2.3kAutomated safety check: PassMIT
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DesignOhh-889/skyroc7959 repos~3.1kAutomated safety check: PassMIT
Shadcn Tailwind UILiarMTTT/TavernWeave154—~1.7kAutomated safety check: PassCustom licence
Design Systemkenneth-liao/ai-launchpad-marketplace126—~4.4kAutomated safety check: PassNone
Color Palette ExtractorOneWave-AI/claude-skills3361 repos~659Automated safety check: PassMIT

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Questions about Brand Systems

What does Brand Systems do?

Brand identity building blocks: positioning, personality, archetypes, logo systems, color palettes, type pairing, voice, and guidelines documentation. Brand Systems is an agent skill from HermeticOrmus/LibreUIUX-Claude-Code. Brand identity building blocks: positioning, personality, archetypes, logo systems, color palettes, type pairing, voice, and guidelines documentation.

When should I use Brand Systems?

Brand Systems fits situations like: creating a brand; turning an existing identity into tokens and rules others can follow.

How do I install Brand Systems in Claude Code?

Run `npx skills add HermeticOrmus/LibreUIUX-Claude-Code --skill brand-systems -a claude-code`. Or copy the skill folder (plugins/design-mastery/skills/brand-systems in HermeticOrmus/LibreUIUX-Claude-Code) into .claude/skills/brand-systems in your project. Claude Code loads it when a task matches its description.

How do I install Brand Systems in Codex?

Run `npx skills add HermeticOrmus/LibreUIUX-Claude-Code --skill brand-systems -a codex`. Or copy the skill folder (plugins/design-mastery/skills/brand-systems in HermeticOrmus/LibreUIUX-Claude-Code) into .agents/skills/brand-systems in your project. Codex loads it when a task matches its description.

Can I use Brand Systems in Cursor, Gemini CLI or GitHub Copilot?

Cursor, Gemini CLI, GitHub Copilot and OpenCode also load SKILL.md folders. With the skills CLI, run `npx skills add HermeticOrmus/LibreUIUX-Claude-Code --skill brand-systems -a cursor` (or -a gemini-cli, github-copilot or opencode for the others). To copy it by hand, put the folder in .cursor/skills/brand-systems, .gemini/skills/brand-systems, .github/skills/brand-systems and .opencode/skills/brand-systems in your project.

What does Brand Systems need to run?

SKILL.md names no scripts, command-line tools or credentials: Brand Systems is instructions for the agent only.

Does Brand Systems access the network?

SKILL.md contains no URLs. Any network use would come from the scripts or tools the agent runs. This is read from the text; nothing was executed.

Is Brand Systems safe to install?

Our automated static check of SKILL.md found no risky patterns, such as piping downloads into a shell, reading credential files or hidden Unicode. It is not a guarantee. Review the folder before installing.

What licence does Brand Systems use?

Brand Systems is published under the MIT licence (the repository's licence). It allows redistribution, so the full SKILL.md is shown on this page.

How many tokens does Brand Systems use?

About 2.3k tokens (SKILL.md is roughly 9.4k characters). Agents keep only the skill's name and description in context until a task matches; then they load SKILL.md in full. Its references folder adds about 7.9k tokens, read only when the agent opens those files.

What are the alternatives to Brand Systems?

Skills that share tags, products or a category with Brand Systems: Form Brand (jeremylongshore/tons-of-skills-marketplace, 2.8k stars), Design (Ohh-889/skyroc, 795 stars), Shadcn Tailwind UI (LiarMTTT/TavernWeave, 154 stars) and Design System (kenneth-liao/ai-launchpad-marketplace, 126 stars). The comparison table on this page puts their stars, adoption, token cost, safety result and licence side by side.

Who maintains Brand Systems?

HermeticOrmus (a GitHub user) maintains it in HermeticOrmus/LibreUIUX-Claude-Code, which has 112 GitHub stars. The repository holds 15 skills in this directory. The repository was last updated on October 4, 2026.

Source: HermeticOrmus/LibreUIUX-Claude-Code on GitHub. Facts on this page come from the repository at the commit we read; the author's words are quoted as theirs.