---
title: "The /identity page"
slug: "identity-page"
category: "seo"
tags: ["seo", "identity", "brand", "design-tokens", "standards", "media-kit"]
status: "stable"
last_updated: 2026-09-27
summary: "The /identity page: one crawlable page per site listing its fonts, type scale, color palette, logo, favicon, and every media asset, with a YAML token block agents can read."
description: "How to build a /identity page: required YAML design-token keys, required sections (logo, favicon, color palette, typography, media assets), downloadable assets, and CI drift checks."
aliases: ["identity page", "brand page", "/identity", "design tokens page", "media kit page"]
related: ["[[seo/llm-discoverability-standard]]", "[[seo/agents-txt]]", "[[seo/og-images]]", "[[seo/discoverability-files]]", "[[frontend/css-custom-properties]]", "[[meta/about]]"]
---

## Overview

Ship a `/identity` page on every site: one crawlable page that shows the fonts, sizes, colors, logo, favicon, and media assets, with a download link for each asset and a YAML block of the same values. It answers "what does this site look like?" in one hop for a designer matching the brand, for a developer starting a sibling site, and for an AI assistant asked to describe or reproduce it. It is core item 6 of the [[seo/llm-discoverability-standard|LLM discoverability standard]]. This site's own page is the reference implementation: [identity](https://llmbestpractices.com/identity).

## Put the tokens in a YAML block in the page body

Front matter is stripped by most generators, so the machine-readable block lives in the rendered body, the same rule as `/llm-info`. Required keys:

- `name`, `url`, `updated` (ISO `YYYY-MM-DD`), and `standard_followed: https://llmbestpractices.com`.
- `fonts`, with at least a heading and a body family.
- `colors`, with every named palette token and its value. Ship `light` and `dark` groups when the site has both modes.
- `logo` and `favicon`, as absolute URLs to files the site actually serves.

Recommended: `type_scale`, `code_theme`, `breakpoints`, `og_image`, and a `per_page_og_image` URL pattern.

```yaml
name: Example Site
url: https://example.com
updated: 2026-09-27
standard_followed: https://llmbestpractices.com
fonts:
  heading: "Inter"
  body: "Source Serif 4"
colors:
  light:
    background: "#ffffff"
    accent: "#1f5fbf"
logo: https://example.com/brand/logo.svg
favicon: https://example.com/favicon.ico
```

## Show every value visually, not only as text

The page is for people as much as for parsers. Required sections, each an H2:

- **Logo**: the mark rendered on the page, usage rules, and download links for each format.
- **Favicon**: the file, its size, and how it is declared.
- **Color palette**: a swatch, the token name, the value, and the role for every color, per mode.
- **Typography**: a specimen line set in each family, the weights in use, and the type scale.
- **Media assets**: a table of every downloadable file with format, pixel size, and link, including social images.

Mark swatches `aria-hidden` and keep the value in text next to them, so the page stays accessible. Close with the standard line: "This page follows the LLM-discoverability standard at https://llmbestpractices.com."

## Link real files, and prefer vector formats

Every asset link must resolve on the deployed site; a brand page that 404s on its own logo is worse than none. Offer SVG for the logo when one exists, and PNG at a stated size otherwise. List per-page generated images as a URL pattern rather than one row per page. See [[seo/og-images]].

## Generate or check the values; never hand-copy them once

A brand sheet drifts the first time someone changes a color in the stylesheet. Either generate the page from the theme config at build time, or add a CI check that every font and color in the config appears on the page. This site runs `scripts/check-identity.mjs` in CI, which fails when `quartz.config.ts` and `/identity` disagree.

## Verify it with the conformance checker

`scripts/check_llm_layer.py` verifies the `identity` item against the built output: the page exists as real HTML, the YAML block carries the required keys, the five required sections are present, the closing line is there, and the `logo` and `favicon` URLs resolve to files in the build.

## Related

- [[seo/llm-discoverability-standard]]
- [[seo/agents-txt]]
- [[seo/og-images]]
- [[seo/discoverability-files]]
- [[frontend/css-custom-properties]]
- [[meta/about]]