---
name: dore-visual-identity
description: Step 2 of a Dore studio. Builds the visual kit for a creator's product line — wordmark direction, palette, type, packaging and hang-tag direction — from the approved brand brief, ready for products, the store theme and social posts.
---

# Visual identity

The kit has to work on a 16-pixel favicon, a one-color screen print, a hang tag and a TikTok cover. Design for the product, not only for the screen.

## Inputs
- The approved brand brief (territory, voice, name).
- The creator's existing look: link-in-bio page, LTK storefront, recent posts. Pull colors and motifs from what their audience already associates with them.

## Method
1. **Direction first.** Write a short art direction (three or four sentences): mood, materials, references in the creator's world, and what to avoid.
2. **Wordmark.** Two or three directions for the name: type style, weight, width, any mark or monogram. Check: legible small, works in one color (screen print, embroidery, foil), distinct silhouette.
3. **Palette.** Five to seven colors with roles (base, ink, accent, two supporting, neutrals) as hex values. Text pairs must meet WCAG AA contrast (4.5:1). Note how each color prints on cream, kraft and black stock.
4. **Type.** A display face and a text face with roles and a short size scale; prefer fonts with commercial web and print licenses, with open-source fallbacks.
5. **Packaging and tags.** Hang tag, sticker, thank-you card and mailer direction: sizes, finishes, what text goes where.
6. **Imagery.** Photo and illustration direction for products and posts, with a short "never" list.
7. **Preview.** Show the kit applied to two real touchpoints (a product mockup and a social post) before asking for approval; adjust until the creator says it matches.

## Output (the visual kit)
- Art direction · wordmark directions · palette with roles and hex · type roles · packaging and tag notes · imagery do and don't
- **Decisions for you:** pick a wordmark, confirm the palette, approve the packaging direction

## Hand-off
Final logo files, print-ready packaging and anything needing a designer's hand go to the Dore team after the creator approves the direction.

## Guardrails
- Never imitate an existing brand, character or artwork; flag references that come too close.
- Colors and fonts must be licensed for commercial use.

## Sources
Original text by Dore. Method informed by rampstackco/claude-skills `brand-identity` (MIT), anthropics/skills `theme-factory`, `canvas-design` and `frontend-design` (Apache-2.0) and anthropics/knowledge-work-plugins `small-business/brand-style` (Apache-2.0). See THIRD_PARTY_NOTICES.md.