US Patent 10073924 User specific visual identity control across multiple platforms

A content-generating user is enabled to set visible attributes for a content item from any device so that the content item maintains a uniform look and feel across the various platforms. The visible attributes set by the generating user are stored in the user's profile on a user profile database. When a request to display the content item is received from a client device, the platform associated with the request is determined. Display data comprising one or more of the visible attributes retrieved from the user profile database, the content item and a template based on the platform is transmitted to the client device. The client device configures a display of the content item to a viewer based on the received display data.