User specific visual identity control across multiple platforms

An apparatus comprising:

• at least one processor;
• a storage medium for tangibly storing thereon program logic for execution by the processor, the program logic comprising:
• transmitting logic, executed by the processor, for transmitting a request for at least visible attributes of a content item, wherein the content item is customized in accordance with the visible attributes set by a user generating the content item and retrieved from a profile of the generating user, the request comprising information associated with a respective platform of the processor;
• receiving logic, executed by the processor, for receiving display data comprising the retrieved visible attributes and a selected template, the template being selected from a plurality of templates based on an Application Programming Interface (API) that is selected based on a type of the content item and the respective platform of the processor, each of the plurality of templates associated with a respective API of a plurality and configured to uniformly display the content item in accordance with the visible attributes set by the generating user on the respective platform of the processor;
• and
• generating logic, executed by the processor, for generating a display comprising the visible attributes and the selected template.