# Brand Identity Worksheet — Visual Design Journey

Free sample · Version 1.0 · English

Use this worksheet for your own or a client's brand. You may edit and use the completed work commercially. Do not resell or redistribute the blank worksheet as a standalone template. No third-party fonts or images are included.

## 1. Define the brief
- Brand name:
- Audience (one specific group):
- Audience's main problem:
- Promise (what you help them do):
- Evidence supporting that promise:
- Three personality words:
- Three things the brand should never feel like:

## 2. Build a type hierarchy
Choose fonts licensed for your intended use. Start with one family and two weights.

| Role | Family / weight | Desktop size | Mobile size | Line height |
| --- | --- | --- | --- | --- |
| Display | | 64px | 40px | 1.05 |
| Heading | | 40px | 28px | 1.15 |
| Body | | 18px | 18px | 1.6 |
| Label | | 14px | 14px | 1.4 |

These are starting values. Test with real content, long headlines and browser zoom.

## 3. Assign color roles
- Background:
- Primary text:
- Muted text:
- Accent:
- Text on accent:
- Focus indicator:

Record each foreground/background pair and its measured contrast ratio. Target WCAG AA: 4.5:1 for normal text and 3:1 for large text. Do not rely on color alone for status or errors.

## 4. Set logo rules
- Primary lockup:
- Minimum size after small-screen testing:
- Clear space unit:
- Approved light and dark versions:
- Prohibited stretching, rotation or recoloring:

## 5. Test the system
[ ] A mobile headline wraps cleanly.
[ ] Body copy remains readable at 200% zoom.
[ ] Buttons have distinguishable hover and keyboard-focus states.
[ ] Logo works in one color and at the chosen minimum size.
[ ] Color pairs have recorded contrast measurements.
[ ] Font and asset licenses cover the intended use.
[ ] A second designer can reproduce a page using these rules.

## 6. Handoff
Owner:
Version / date:
Location of master assets:
Approved export formats:
Known limitations:

More practical guides: https://visualdesignjourney.com/stories