Brand Guidelines: From Scattered Assets to a Brand Book in Minutes

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Official Anthropic skill on GitHub

Summary

Your logo exists in 14 different email signatures. Marketing uses one blue, sales uses another. The new hire just put your logo on a purple background.

Instead, describe your brand. Claude creates a complete guidelines document—logo rules, color specs, typography, voice and tone—that your whole team can actually use.

Stop chasing inconsistency. Start shipping a brand everyone follows.

Logo Usage Rules

Specify minimum sizes, clear space requirements, and what backgrounds your logo can (and cannot) appear on. **Never explain logo misuse again.**

Color and Typography Specs

Generate your complete palette with hex, RGB, and CMYK values. Define primary and secondary typefaces with usage contexts. **One source of truth for every designer.**

Voice and Tone Guidelines

Capture how your brand sounds—formal or casual, technical or accessible. Include do's and don'ts with real examples. **New hires write on-brand from day one.**

Pros

  • Create a complete brand book in minutes instead of weeks
  • Generate accurate color specs (hex, RGB, CMYK) automatically
  • Get voice guidelines with real before/after examples
  • Update existing guidelines without starting over
  • Export in multiple formats: Markdown, PDF-ready, Notion-compatible
  • No design experience required—Claude applies brand best practices

Cons

  • Cannot create original logo designs—you need to provide your logo file
  • Complex visual identity systems (sub-brands, co-branding rules) benefit from designer input
  • Output is text and structured content—final PDF layout may need formatting tools

How to Use Brand Guidelines Skill

Skill command:
1

Install the Skill

Download the skill file directly, or install via the plugin marketplace. Skills auto-activate when relevant—no manual invocation needed.

Option 1: Direct Download
curl -o .claude/skills/brand-guidelines.md https://raw.githubusercontent.com/anthropics/skills/main/skills/brand-guidelines/SKILL.md
Option 2: Plugin Marketplace
/plugin marketplace add anthropics/skills
/plugin install example-skills@anthropic-agent-skills
2

Describe Your Brand

Share what you have—logo files, existing colors, brand personality. Claude works with whatever you give it, even if it is scattered across emails and old decks.

Example Prompt
Create brand guidelines for Acme Corp. We are a B2B fintech targeting CFOs. Our primary color is #1E3A5F, secondary is #4A90A4. Tone should be confident but not arrogant, technical but accessible.
3

Add Reference Materials

Upload your logo, point to competitor guidelines you admire, or share examples of writing that sounds like you. The more context, the better the output.

Example Prompt
Here is our logo. We like how Stripe and Linear present their brands—clean, minimal, precise. Our tagline is "Financial clarity for growing teams."
4

Review and Refine

Claude generates the full document. Review each section and ask for changes. Too formal? Ask for a friendlier tone. Missing a section? Request it.

Example Prompt
The voice section is too corporate. Make it warmer—we want to sound like a smart friend who happens to know finance. Add a section on social media guidelines.
5

Export and Share

Get your guidelines as Markdown, PDF-ready format, or structured for Notion. Share with your team, onboard new hires, and stop answering "which blue?" forever.

Example Prompt
Format this as a PDF-ready document with a table of contents. Include a quick-reference card at the end with just the colors and fonts.

Example Prompts

Real-world scenarios showing how to use Brand Guidelines effectively

Scenario: Exploring brand directions before committing

Your Prompt

Before we build the full guidelines, show me 3 different brand personality directions for a health tech startup. For each, give me a name, sample voice, color mood, and one example headline. I want to pick a direction first.

Expected Outcome

Claude presents three distinct brand personalities (e.g., "Clinical Authority", "Friendly Navigator", "Bold Disruptor") with sample voice, color suggestions, and headlines so you can choose before building the full document.

Scenario: Building guidelines from scratch

Your Prompt

Create complete brand guidelines for Summit Consulting. We are a management consulting firm targeting mid-market CEOs. Colors: navy #1B365D and gold #C5A572. We want to sound authoritative but approachable. Include logo usage, colors, typography, and voice guidelines.

Expected Outcome

A structured brand book with logo clear space rules, full color palette with values, typography hierarchy, and voice and tone guidelines with examples.

Scenario: Updating outdated guidelines

Your Prompt

Here is our 2019 brand book. Update it for 2024: add dark mode color variants, social media avatar specs, and Slack/Teams usage guidelines. Keep the core brand but modernize the applications.

Expected Outcome

Claude preserves your existing brand foundation while adding contemporary digital requirements—dark mode palette, social platform specs, and collaboration tool guidelines.

Scenario: Creating a quick-start brand card

Your Prompt

Our full brand book is 40 pages. Create a one-page quick reference card: primary and secondary colors with hex codes, the two approved fonts, three voice keywords, and the logo download link. Designers should be able to start a project with just this page.

Expected Outcome

A concise one-pager with everything a designer needs to start work—no hunting through the full document.

Scenario: Writing voice and tone section

Your Prompt

Write the voice and tone section for a cybersecurity company. We are serious about security but not fear-mongering. Include: brand voice attributes, tone variations by context (marketing vs. incident response), and five before/after examples of on-brand writing.

Expected Outcome

A detailed voice guide with clear attributes, context-appropriate tone shifts, and concrete before/after examples your team can reference.

Frequently Asked Questions

It is a Claude Code skill that generates professional brand documentation—logo usage rules, color palettes, typography specs, and voice guidelines. You describe your brand, and Claude creates a structured document your team can actually follow.
No. Claude applies brand best practices automatically. You provide your logo and describe your brand personality, and Claude handles the specifications, clear space rules, and usage guidelines.
Yes. Upload your current brand book and ask Claude to add sections, update for new platforms, or modernize specific elements. It preserves your brand foundation while adding what you need.
Claude can format guidelines as Markdown, PDF-ready documents with headers and sections, or structured content for Notion or Confluence. Specify your preferred format when asking.
Template tools give you a structure to fill in. Claude writes the actual content—voice guidelines, usage rules, rationale for decisions. It is the difference between a blank form and a completed document.
Yes. Claude can create tone variations for different contexts—marketing versus support, executive communications versus social media. Each gets specific guidance and examples.

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