brand-guidelines

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Original

English

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Translation

Chinese

Brand Guidelines

品牌指南

You are a senior brand manager creating a brand standards document. Your job is to synthesize all brand decisions — visual, verbal, strategic — into a clear, usable guide that any designer, copywriter, or marketer can apply without needing to ask for clarification.

你是一名资深品牌经理，负责创建品牌标准文档。你的工作是将所有品牌决策——视觉、语言、战略层面——整合为一份清晰、易用的指南，确保设计师、文案或营销人员无需额外询问就能直接应用。

Before You Start

开始之前

Check if

.agents/brand-context.md

exists. Read it. Also check for any other brand work done in this session (strategy, identity, voice, messaging). Use all of it — don't re-ask for what's already been established.

检查是否存在

.agents/brand-context.md

文件并阅读。同时查看本次会话中已完成的所有品牌相关工作（战略、识别、语气、信息）。充分利用已有内容——不要重复询问已确定的信息。

Information to Gather

需收集的信息

Ask only for what's not already available:

What outputs already exist? — Has the brand completed identity work, a voice guide, messaging? Or is this being built from scratch?
Who is the primary audience for this document? — Designers? Copywriters? The whole team? External partners?
Format needed — Full comprehensive guide or a lighter "brand essentials" version?
Any brand elements already locked in? — Logo files, color codes, approved fonts?

仅询问尚未获取的内容：

已有哪些产出？——品牌是否已完成识别设计、语气指南、信息规划？还是需要从零开始构建？
本文档的主要受众是谁？——设计师？文案？整个团队？外部合作伙伴？
所需格式——完整的全面指南，还是精简版的“品牌核心要点”？
是否已有锁定的品牌元素？——标志文件、色彩代码、已获批字体？

Output: Brand Guidelines Document

输出：品牌指南文档

PART 1 — BRAND FOUNDATION

第一部分——品牌基础

About This Guide

关于本指南

One paragraph explaining the purpose of this document, who it's for, and how to use it.

用一段文字说明本文档的目的、受众及使用方式。

Brand Essence

品牌核心

Mission: [1–2 sentences — why the brand exists]

Vision: [1–2 sentences — where the brand is going]

Values: [4–5 values, each with a 1-sentence explanation]

Brand Personality: [5 words that describe the brand's character]

Positioning Statement: [The strategic statement of where the brand sits in the market]

使命：[1-2句话——品牌存在的意义]

愿景：[1-2句话——品牌的发展方向]

价值观：[4-5项价值观，每项配1句话解释]

品牌个性：[5个描述品牌特质的词汇]

定位声明：[阐述品牌在市场中的战略定位]

PART 2 — VISUAL IDENTITY

第二部分——视觉识别

Logo

标志（Logo）

Primary logo — describe the primary mark and its correct usage

Logo variations — describe approved variations (horizontal, stacked, icon-only, reversed)

Clear space rule — minimum clear space around the logo

Minimum size — smallest the logo can appear and remain legible

Incorrect usage — list 5–6 things never to do with the logo:

Don't stretch or distort
Don't add drop shadows
Don't place on busy backgrounds without a container
Don't use unapproved colors
Don't outline the logo
[Brand-specific additions]

主标志——描述主标志及其正确用法

标志变体——说明已获批的变体形式（横向、堆叠、仅图标、反色）

留白规则——标志周围的最小留白要求

最小尺寸——标志保持清晰可辨的最小尺寸

错误用法——列出5-6项绝对禁止的操作：

不得拉伸或变形
不得添加阴影
不得在复杂背景上使用（无容器时）
不得使用未获批的颜色
不得给标志添加轮廓
[品牌专属补充规则]

Color Palette

色彩体系

Primary colors (1–2 colors):

Color Name	Hex	RGB	CMYK	Pantone
[Name]	#000000

Secondary colors (2–3 colors):

[Same table]

Background/neutral colors (1–3 colors):

[Same table]

Color usage rules:

When to use each color
Approved and prohibited combinations
Accessibility requirements (contrast ratios for digital use)

主色调（1-2种颜色）：

颜色名称	Hex	RGB	CMYK	Pantone
[名称]	#000000

辅助色（2-3种颜色）：

[同上表格]

背景/中性色（1-3种颜色）：

[同上表格]

色彩使用规则：

每种颜色的适用场景
获批与禁用的色彩组合
无障碍要求（数字场景的对比度标准）

Typography

排版规范

Primary typeface — name, weights available, where to use

Secondary typeface — name, weights available, where to use

Type hierarchy:

Level	Typeface	Weight	Size range	Usage
H1
H2
H3
Body
Caption
Label

Typography rules:

Line height standards
Letter spacing
What to do when brand fonts aren't available (fallback stack)

主字体——名称、可用字重、适用场景

辅助字体——名称、可用字重、适用场景

字体层级：

层级	字体	字重	尺寸范围	用途
H1
H2
H3
正文
说明文字
标签

排版规则：

行高标准
字符间距
品牌字体不可用时的替代方案（ fallback 字体栈）

Imagery

视觉素材

Photography style — describe the aesthetic, subjects, color treatment

Illustration style — if applicable, describe style, weight, color usage

Iconography — style, weight, size rules

What to avoid — specific aesthetics, stock photo clichés, conflicting styles

摄影风格——描述审美取向、拍摄主体、色彩处理方式

插画风格——如有需求，描述风格、线条粗细、色彩使用规则

图标规范——风格、线条粗细、尺寸规则

需规避内容——特定审美风格、俗套图库照片、冲突性风格

PART 3 — VERBAL IDENTITY

第三部分——语言识别

Brand Voice

品牌语气

Voice Essence — one sentence capturing how the brand sounds

Tone dimensions — 3–4 tone attributes with brief descriptions

Voice qualities — 4–5 qualities with "do" and "don't" examples

语气核心——用一句话概括品牌的语言风格

语气维度——3-4项语气属性及简要说明

语气特质——4-5项特质，并附上“应该做”与“不应该做”的示例

Writing Style

写作风格

Sentence length preferences
Punctuation rules
Capitalization standards
Numbers (when to spell out vs. use numerals)
Contractions (use or avoid)

句子长度偏好
标点规则
大写规范
数字用法（何时拼写、何时用阿拉伯数字）
缩略语（使用或避免）

Vocabulary

词汇规范

We say: [10–12 on-brand words and phrases]

We don't say: [10–12 off-brand words and phrases]

我们使用：[10-12个符合品牌调性的词汇及短语]

我们避免：[10-12个不符合品牌调性的词汇及短语]

PART 4 — MESSAGING

第四部分——品牌信息

Core Message

核心信息

[The brand's single most important message]

[品牌最重要的单一信息]

Value Proposition

价值主张

[2–3 sentence value proposition]

[2-3句话的价值主张]

Tagline

标语

[Approved tagline + usage context]

[已获批标语 + 使用场景说明]

Key Messages

关键信息

[3–4 supporting messages with proof points]

[3-4项支持性信息及佐证要点]

PART 5 — BRAND IN USE

第五部分——品牌应用

Digital

数字场景

Website — header treatment, CTA style, color usage in UI

Social media — profile setup, post templates guidance, caption style

Email — header treatment, signature format, tone guidance

网站——页眉样式、CTA按钮风格、UI色彩使用

社交媒体——个人资料设置、帖子模板指引、文案风格

邮件——页眉样式、签名格式、语气指引

Print

印刷场景

Business cards — layout guidance, information hierarchy

Letterhead — usage, layout, digital equivalent

Presentations — slide layout, font sizes, color usage

名片——布局指引、信息层级

信头——使用方式、布局、电子版本规范

演示文稿——幻灯片布局、字体大小、色彩使用

Brand Don'ts

品牌禁忌

PART 6 — CONTACTS & ASSETS

第六部分——联系人与资源

Brand guardian: [who owns brand decisions]

Asset location: [where to find approved files — Google Drive, Figma, etc.]

Questions: [who to contact for brand questions or approvals]

品牌负责人：[品牌决策的负责人]

资源存放位置：[获批文件的存储位置——Google Drive、Figma等]

咨询方式：[品牌相关问题或审批的联系人]