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