Visual Identity Prompt
What This Skill Does
Writes a comprehensive visual identity prompt for a show, channel, or publication — a master brief that defines the complete visual language and can be used to art-direct any asset in the project's visual system.
When To Use This Skill
- You are launching a new podcast, YouTube channel, newsletter, or publication and need to define a coherent visual identity before producing any assets
- You have been producing content inconsistently and want to bring your visual language into alignment
- You are briefing a designer to build your brand identity and need a document that captures the visual direction precisely enough that the output is predictable
- You want a master brief document that all generated images for your project can be produced against
What You Need To Provide
Required:
- Project name and description (what it is, what it does, who it's for)
- The core idea or editorial position (not just the topic — what is the personality and point of view?)
- Target audience
Optional:
- Named reference shows, publications, brands, or visual artists you want to approach (and why, if you can say)
- Named references to explicitly avoid
- Any visual assets you already have (logo, existing artwork, previous design choices)
- Platform(s): podcast, YouTube, newsletter, social media, print
- Typography preferences (serif/sans-serif, editorial/display, contemporary/classic)
- Any hard constraints (colors to avoid, elements that must appear, client restrictions)
How the Assistant Approaches This
- Distills the project's personality into a visual position: what world does this project inhabit, and what does that world look like in visual terms?
- Defines the complete visual system across six dimensions: Color, Typography Direction, Imagery Register, Composition Principles, Texture & Surface, and Motion/Animation character (for video contexts)
- Identifies three to five specific visual reference points with precise explanations of what quality in each is being cited — not names alone, but the specific visual attribute being borrowed
- Writes a master AI prompt string — a reusable block of descriptive language that can be appended to any image prompt to keep generated assets within the visual system
- Closes with an asset application guide: what the visual identity looks like applied to the key asset types (cover art, social posts, headers, thumbnails)
- Ends with a "Next Step" note: which asset to produce first using the master AI prompt string, whether color-palette-brief should be run to extract specific hex codes from the palette described, and whether to brief a designer using this document or test the prompt string in an image generator first
Output Format
- Length: 700–900 words
- Structure: Visual Identity Statement → The Six Dimensions → Reference Points → What This Identity Is Not → Master AI Prompt String → Asset Application Guide
- The six dimensions in evocative prose paragraphs (not bullet lists)
- Reference points with specific quality citation, not just source names
- Master AI prompt string formatted as a ready-to-copy code block
- Asset application guide as brief paragraph per asset type (3–5 asset types)
- Output ends with a "Next Step" note: which asset to generate first using the prompt string, whether to run color-palette-brief to extract hex codes, and whether to test the prompt string before briefing a designer
Quality Criteria
Example
Input
- Project: Frequency — a podcast and newsletter about how cities are changing: architecture, planning, mobility, housing, culture, and the people living through those changes. Not an academic urban studies show. Not a lifestyle show. Something between investigative journalism and long-form cultural criticism.
- Personality: Precise, curious, slightly contrarian. Looks at the built environment as seriously as it looks at the people in it.
- Audience: Urbanists, architects, planners, journalists, and culturally curious city-dwellers aged 25–45
- References to approach: Dezeen magazine, the photography of Iwan Baan, the visual language of The Architectural Review, the early era of Monocle Magazine
- References to avoid: Generic corporate smart-city imagery; Instagram travel aesthetics; overly polished tech-forward design
- Platforms: Podcast (Spotify/Apple), newsletter, Instagram, website
Output
VISUAL IDENTITY BRIEF — FREQUENCY
Master visual language document · Version 1.0
VISUAL IDENTITY STATEMENT
Frequency inhabits the visual world of serious architectural and urban journalism: precise, intelligent, respectful of its subject without idealizing it. Images show the built environment as it actually is — occupied, weathered, used, occasionally magnificent, frequently contested. The visual language is editorial in the tradition of the architecture press: high-quality photography and illustration with a clear point of view, always in service of the story rather than the image itself.
THE SIX DIMENSIONS
Color: A neutral, architecture-adjacent palette: concrete mid-grey as the structural anchor, warm off-white for surface and background, a single strong accent that is neither tech-blue nor brand-red. The accent color is drawn from urban pigment — the specific orange-red of clay brick, the particular yellow of aged streetlamp sodium. Prints dark and reads clearly on screen. The palette never competes with photography.
Typography Direction: Serif for editorial context (the architecture press tradition); clean sans-serif for digital/mobile. No display fonts with strong personality — the type should be invisible when it's working correctly. Think the typographic register of Domus or Frieze rather than any contemporary tech-brand sans-serif.
Imagery Register: Architectural photography at the intersection of occupied and unoccupied: buildings that show evidence of use, streets that are lived in, spaces that have a specific time of day. Iwan Baan's occupation-first approach — photographs that ask "who is here and what are they doing" before "what was the architect trying to achieve." Natural light, real environments, no CGI or renders in editorial contexts.
Composition: Wide and precise. The full frame used deliberately — no cropped-out context. Horizon lines respected. Human figures in architectural scale, not isolated as subjects. A preference for the edge of things: the corner, the threshold, the point where building meets street meets sky.
Texture & Surface: Concrete, glass, brick, aged metal, worn paving. Materials that have been rained on. No pristine model-shot surfaces. The texture of real cities.
Motion/Animation: For video contexts: slow, intentional camera movement or no movement. Architectural subjects reward stillness. Transitions cut rather than dissolve. No kinetic text animation — type appears and holds. The visual grammar of a serious documentary, not a social media reel.
REFERENCE POINTS
Iwan Baan — architectural photography — specifically his ability to photograph extraordinary buildings through the lens of ordinary occupation: people making food, hanging laundry, waiting. The building is always context for human life.
The Architectural Review, 1980s–2000s print issues — for the combination of critical intelligence and visual seriousness. The photography serves the criticism; neither dominates.
Monocle Magazine, 2007–2012 — for the editorial photography quality and the warmth within a precise visual system. Not the current Monocle, which has become a parody; the early Monocle that was genuinely curious about cities.
Bernd and Hilla Becher, industrial photography — for the typological approach: taking the same kind of image in different locations to reveal systemic patterns. Applied to urban subjects, this is the visual grammar of Frequency.
WHAT THIS IDENTITY IS NOT
Not smart-city marketing: no aerial drone shots of glowing cities at night, no data visualization overlaid on architecture, no blue-tinted corporate optimism. Not travel photography: no wonder-struck tourist perspective, no golden hour Instagram light, no "hidden gem" framing. Not Dezeen's visual language exactly — Dezeen serves the architect; Frequency serves the city and the people in it, which requires a different camera angle.
MASTER AI PROMPT STRING
architectural and urban documentary photography, editorial register, natural available light, occupied urban environments, precise wide composition, concrete and brick and glass textures, muted neutral palette with warm mid-tones, real city environments showing evidence of use and habitation, Iwan Baan compositional approach, no CGI, no renders, no perfect surfaces, no commercial sheen, serious visual intelligence
ASSET APPLICATION GUIDE
Podcast cover art (3000x3000px square): Primary architectural image at full bleed; title in editorial serif top-left or bottom-left; no background color wash — the image carries the cover. Use a single, strong, slightly unconventional urban image (a threshold, an interior, a detail) rather than a recognizable skyline.
Newsletter header (600px wide): Full-width photograph at 2:1 ratio; issue number and title in editorial type below; minimal chrome. The header image changes every issue — it is not decorative, it is the first editorial choice.
Instagram (1:1 and 4:5): Single strong images — one idea per frame. Text overlays only for pull quotes, minimal and in the house type. No collages, no multi-image layouts, no infographic style. The grid should feel like a portfolio of photographs, not a social media account.
Website (various): Architecture of the site should be as precise as the visual language — white space used deliberately, photography dominant, no gratuitous illustration. The site reads like a magazine, not a blog.
Known Limitations
- A visual identity brief is a creative direction document, not a brand standards manual — it defines direction and logic but does not substitute for a designer building the actual assets; typography choices, spacing systems, and component design require professional execution
- The master AI prompt string produces visually consistent outputs at a directional level; exact consistency across dozens of AI-generated images requires active art direction and selection on each generation
- Named references (Iwan Baan, Monocle) may not be familiar to all designers; the brief should be reviewed to confirm shared understanding of the references before work begins
- This skill produces the identity brief; implementing it into a functional design system (logo, templates, color standards, typography files) requires a separate design engagement
Related Skills
1---2name: visual-identity-prompt3description: Writes a comprehensive visual identity prompt for a show, channel, or publication — a master brief that defines the complete visual language and can be used to art-direct any asset in the project's visual system.4---5# Visual Identity Prompt67## What This Skill Does8Writes a comprehensive visual identity prompt for a show, channel, or publication — a master brief that defines the complete visual language and can be used to art-direct any asset in the project's visual system.910## When To Use This Skill11- You are launching a new podcast, YouTube channel, newsletter, or publication and need to define a coherent visual identity before producing any assets12- You have been producing content inconsistently and want to bring your visual language into alignment13- You are briefing a designer to build your brand identity and need a document that captures the visual direction precisely enough that the output is predictable14- You want a master brief document that all generated images for your project can be produced against1516## What You Need To Provide17**Required:**18- Project name and description (what it is, what it does, who it's for)19- The core idea or editorial position (not just the topic — what is the personality and point of view?)20- Target audience2122**Optional:**23- Named reference shows, publications, brands, or visual artists you want to approach (and why, if you can say)24- Named references to explicitly avoid25- Any visual assets you already have (logo, existing artwork, previous design choices)26- Platform(s): podcast, YouTube, newsletter, social media, print27- Typography preferences (serif/sans-serif, editorial/display, contemporary/classic)28- Any hard constraints (colors to avoid, elements that must appear, client restrictions)2930## How the Assistant Approaches This311. Distills the project's personality into a visual position: what world does this project inhabit, and what does that world look like in visual terms?322. Defines the complete visual system across six dimensions: Color, Typography Direction, Imagery Register, Composition Principles, Texture & Surface, and Motion/Animation character (for video contexts)333. Identifies three to five specific visual reference points with precise explanations of what quality in each is being cited — not names alone, but the specific visual attribute being borrowed344. Writes a master AI prompt string — a reusable block of descriptive language that can be appended to any image prompt to keep generated assets within the visual system355. Closes with an asset application guide: what the visual identity looks like applied to the key asset types (cover art, social posts, headers, thumbnails)366. Ends with a "Next Step" note: which asset to produce first using the master AI prompt string, whether color-palette-brief should be run to extract specific hex codes from the palette described, and whether to brief a designer using this document or test the prompt string in an image generator first3738## Output Format39- Length: 700–900 words40- Structure: Visual Identity Statement → The Six Dimensions → Reference Points → What This Identity Is Not → Master AI Prompt String → Asset Application Guide41- The six dimensions in evocative prose paragraphs (not bullet lists)42- Reference points with specific quality citation, not just source names43- Master AI prompt string formatted as a ready-to-copy code block44- Asset application guide as brief paragraph per asset type (3–5 asset types)45- Output ends with a "Next Step" note: which asset to generate first using the prompt string, whether to run color-palette-brief to extract hex codes, and whether to test the prompt string before briefing a designer4647## Quality Criteria48- [ ] The visual identity statement is specific to this project — it could not describe any other show or publication49- [ ] The six dimensions give a designer enough to work from without a conversation50- [ ] References are specific: what quality in each reference is being borrowed, not just the name51- [ ] The master AI prompt string produces visually consistent images when tested across different subject matter52- [ ] The "what this is not" section names specific failure modes, not generic warnings53- [ ] Output includes at least one concrete next action the user can take immediately (test the prompt string in an image generator, run color-palette-brief, or share with a designer)5455## Example5657### Input58- **Project:** *Frequency* — a podcast and newsletter about how cities are changing: architecture, planning, mobility, housing, culture, and the people living through those changes. Not an academic urban studies show. Not a lifestyle show. Something between investigative journalism and long-form cultural criticism.59- **Personality:** Precise, curious, slightly contrarian. Looks at the built environment as seriously as it looks at the people in it.60- **Audience:** Urbanists, architects, planners, journalists, and culturally curious city-dwellers aged 25–4561- **References to approach:** Dezeen magazine, the photography of Iwan Baan, the visual language of The Architectural Review, the early era of Monocle Magazine62- **References to avoid:** Generic corporate smart-city imagery; Instagram travel aesthetics; overly polished tech-forward design63- **Platforms:** Podcast (Spotify/Apple), newsletter, Instagram, website6465### Output6667---6869**VISUAL IDENTITY BRIEF — FREQUENCY**70*Master visual language document · Version 1.0*7172---7374**VISUAL IDENTITY STATEMENT**7576*Frequency* inhabits the visual world of serious architectural and urban journalism: precise, intelligent, respectful of its subject without idealizing it. Images show the built environment as it actually is — occupied, weathered, used, occasionally magnificent, frequently contested. The visual language is editorial in the tradition of the architecture press: high-quality photography and illustration with a clear point of view, always in service of the story rather than the image itself.7778---7980**THE SIX DIMENSIONS**8182**Color:** A neutral, architecture-adjacent palette: concrete mid-grey as the structural anchor, warm off-white for surface and background, a single strong accent that is neither tech-blue nor brand-red. The accent color is drawn from urban pigment — the specific orange-red of clay brick, the particular yellow of aged streetlamp sodium. Prints dark and reads clearly on screen. The palette never competes with photography.8384**Typography Direction:** Serif for editorial context (the architecture press tradition); clean sans-serif for digital/mobile. No display fonts with strong personality — the type should be invisible when it's working correctly. Think the typographic register of *Domus* or *Frieze* rather than any contemporary tech-brand sans-serif.8586**Imagery Register:** Architectural photography at the intersection of occupied and unoccupied: buildings that show evidence of use, streets that are lived in, spaces that have a specific time of day. Iwan Baan's occupation-first approach — photographs that ask "who is here and what are they doing" before "what was the architect trying to achieve." Natural light, real environments, no CGI or renders in editorial contexts.8788**Composition:** Wide and precise. The full frame used deliberately — no cropped-out context. Horizon lines respected. Human figures in architectural scale, not isolated as subjects. A preference for the edge of things: the corner, the threshold, the point where building meets street meets sky.8990**Texture & Surface:** Concrete, glass, brick, aged metal, worn paving. Materials that have been rained on. No pristine model-shot surfaces. The texture of real cities.9192**Motion/Animation:** For video contexts: slow, intentional camera movement or no movement. Architectural subjects reward stillness. Transitions cut rather than dissolve. No kinetic text animation — type appears and holds. The visual grammar of a serious documentary, not a social media reel.9394---9596**REFERENCE POINTS**97981. **Iwan Baan — architectural photography** — specifically his ability to photograph extraordinary buildings through the lens of ordinary occupation: people making food, hanging laundry, waiting. The building is always context for human life.991002. **The Architectural Review, 1980s–2000s print issues** — for the combination of critical intelligence and visual seriousness. The photography serves the criticism; neither dominates.1011023. **Monocle Magazine, 2007–2012** — for the editorial photography quality and the warmth within a precise visual system. Not the current Monocle, which has become a parody; the early Monocle that was genuinely curious about cities.1031044. **Bernd and Hilla Becher, industrial photography** — for the typological approach: taking the same kind of image in different locations to reveal systemic patterns. Applied to urban subjects, this is the visual grammar of *Frequency*.105106---107108**WHAT THIS IDENTITY IS NOT**109110Not smart-city marketing: no aerial drone shots of glowing cities at night, no data visualization overlaid on architecture, no blue-tinted corporate optimism. Not travel photography: no wonder-struck tourist perspective, no golden hour Instagram light, no "hidden gem" framing. Not Dezeen's visual language exactly — Dezeen serves the architect; *Frequency* serves the city and the people in it, which requires a different camera angle.111112---113114**MASTER AI PROMPT STRING**115116```117architectural and urban documentary photography, editorial register, natural available light, occupied urban environments, precise wide composition, concrete and brick and glass textures, muted neutral palette with warm mid-tones, real city environments showing evidence of use and habitation, Iwan Baan compositional approach, no CGI, no renders, no perfect surfaces, no commercial sheen, serious visual intelligence118```119120---121122**ASSET APPLICATION GUIDE**123124**Podcast cover art (3000x3000px square):** Primary architectural image at full bleed; title in editorial serif top-left or bottom-left; no background color wash — the image carries the cover. Use a single, strong, slightly unconventional urban image (a threshold, an interior, a detail) rather than a recognizable skyline.125126**Newsletter header (600px wide):** Full-width photograph at 2:1 ratio; issue number and title in editorial type below; minimal chrome. The header image changes every issue — it is not decorative, it is the first editorial choice.127128**Instagram (1:1 and 4:5):** Single strong images — one idea per frame. Text overlays only for pull quotes, minimal and in the house type. No collages, no multi-image layouts, no infographic style. The grid should feel like a portfolio of photographs, not a social media account.129130**Website (various):** Architecture of the site should be as precise as the visual language — white space used deliberately, photography dominant, no gratuitous illustration. The site reads like a magazine, not a blog.131132---133134## Known Limitations135- A visual identity brief is a creative direction document, not a brand standards manual — it defines direction and logic but does not substitute for a designer building the actual assets; typography choices, spacing systems, and component design require professional execution136- The master AI prompt string produces visually consistent outputs at a directional level; exact consistency across dozens of AI-generated images requires active art direction and selection on each generation137- Named references (Iwan Baan, Monocle) may not be familiar to all designers; the brief should be reviewed to confirm shared understanding of the references before work begins138- This skill produces the identity brief; implementing it into a functional design system (logo, templates, color standards, typography files) requires a separate design engagement139140## Related Skills141- [mood-board-brief](../mood-board-brief/SKILL.md)142- [color-palette-brief](../color-palette-brief/SKILL.md)143- [cover-image-pipeline](../../workflows/cover-image-pipeline/SKILL.md)144- [style-reference-prompt](../../midjourney/style-reference-prompt/SKILL.md)
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