An open standard for brand identity files.
BRAND.md lives in a project and gives AI tools durable context about how a brand
looks, sounds, and behaves. Like AGENTS.md provides coding instructions,
BRAND.md provides brand strategy, voice, approved identity primitives, and
governance.
Add the Claude Code marketplace, install the plugin, then invoke the skill:
/plugin marketplace add caiopizzol/brand.md
/plugin install brand-md@brand-md
/brand-md:brand
To test the plugin from a local clone:
git clone https://github.com/caiopizzol/brand.md
claude --plugin-dir ./brand.mdThis abbreviated excerpt is not a conformant file. See the complete Marginalia example for every required section.
---
name: "Acme"
tagline: "Build faster, break nothing"
specVersion: "0.3.0"
version: 1
language: en
---
# Acme
## Strategy
### Positioning
Category: Zero-downtime deployment infrastructure.
Not a CI/CD pipeline. Not a hosting provider. Not DevOps consulting.
## Voice
### Tonal Rules
- Write like an engineer explaining to another engineer.
- Never use "revolutionary" or "game-changing."
## Visual
### Core Colors
- Deep Navy `#0F172A` (mandatory): the brand's weight and steadiness
### Art Direction
Visual territory: an aircraft maintenance log. Plain, exact, no ornament.The format has four layers: Strategy, Voice, Visual, and optional Governance. It
also supports sparse product and sub-brand files that inherit from a parent. The
specification defines all sections, hierarchy rules, and version
behavior. Files without specVersion continue to be interpreted as 0.2.
BRAND.md owns identity that should survive a complete visual redesign.
DESIGN.md owns the applied visual
system for one surface, including tokens, type scales, layout, components, and
motion.
One brand can inform several separate design systems. Each DESIGN.md points to
its brand with brand: ../BRAND.md; the brand file does not maintain a reverse
list. Read the integration contract or explore the
worked example.
MIT
