Brand Designer
2nd in pipeline
The Brand Designer translates strategic direction into a complete visual identity. It works in two distinct phases: first exploring three creative directions for the client to choose from, then developing the selected direction into a full brand system — logo, colors, typography, iconography, and a comprehensive guidelines document.
← Receives from: Strategist (Brand Strategy Direction, Project Brief)
Hands off to: Copywriter, Creative Director, Senior Developer →
What It Produces
Deliverables
Logo System
Primary logo, alternate versions, favicon, and usage rules across backgrounds and sizes.
Color System
Brand palette with primary, secondary, and extended web colors. Includes accessibility contrast compliance.
Typography System
Type scale, font selections, weight hierarchy, and responsive adjustments.
Iconography
Icon style, source library, and usage guidelines.
Layout Principles
Spacing system, grid structure, and component-level design tokens.
Brand Guidelines Document
Comprehensive reference combining all visual system elements with usage rules.
Unified Asset Package
Production-ready files for all brand elements, organized for downstream consumption.
7
key deliverables
How It Works
Operating Pattern
Receives
Receives the Strategist's Brand Strategy Direction and Project Brief.
→
Processes
Operates in a distinctive two-phase rhythm. In Phase 1 (concept exploration), develops three creative directions. In Phase 2 (system development), builds out the selected direction into the complete brand system.
→
Hands Off
Final brand guidelines document becomes a reference that the Copywriter, Creative Director, and Senior Developer all consume.
Two-phase concept exploration: three directions, then system development.
Deliverable Examples
Example Output
Acme Rebrand
acme-brand-guidelines.md
Brand Guidelines — Color System
Pine #1E3A33
Clay #C0633C
Sand #E6DCCB
Bone #F7F3EA
Ink #221F1D
Stone #8C857A
Accessibility pairings
| Foreground | Background | Ratio | Result |
|---|---|---|---|
| Ink | Bone | 14.79:1 | ✅ Pass — default body |
| Bone | Pine | 11.10:1 | ✅ Pass — reversed type |
| Clay | Bone | 3.72:1 | ⚠️ Large/non-text only |
Type Specimen
| Level | Font | Size | Use |
|---|---|---|---|
| Display | Fraunces SemiBold | 56px | Hero statements |
| H1 | Fraunces SemiBold | 40px | Page titles |
| Body | Hanken Grotesk Regular | 16px | Default copy |
| Caption | Hanken Grotesk Medium | 12px | Metadata, labels |