Canon / brand

Brand System

Personality is a contract across UI, words, illustration, and motion.

Principles

  • Define brand personality as verbs (encourages, clarifies, celebrates) not adjectives alone.
  • Voice/tone matrices cover success, error, empty, and marketing contexts.
  • Illustration and iconography share geometry, stroke, and emotion rules.
  • Anti-imitation: extract transferable system rules from brand case studies; never copy mascots or proprietary assets.

Linked rules

  • rule.brand.personality-system

Structured traceability

Source file: design-system/brand/brand-system.md