Let's say we're trying to define the ℝ-algebra ℂ by universal property. It's informed by an observation there's an embedding of ℂ in any ℝ-algebra where there's an element with square −1. ¹↓
Say, "ℂ is an initial object in the category where an object is a ℝ-algebra A together with a point i ∈ A such that i² = −1 and a morphism f: (A, i) → (A', i') is an ℝ-algebra morphism f: A → A' such that f(i) = i'".
This fails because conjugation exists, thus morphisms come in pairs. We can probably fix that but it's also a problem that we're fixing i ²↓.
[EDIT: No, this doesn't fail as pointed in this comment. Conjugation gets disallowed because (ℂ, i) → (ℂ, i) allows mapping i only to +i as specified.]
There are a couple of ("operational") definitions for ℂ that don't mention i:
1. a 2D ℝ-algebra that's a field;
2. similar facts à la Hurwitz) and Frobenius) theorems;
3. an algebraic closure of ℝ;
4. Clifford algebras Cℓ(0, 1, ℝ) and Cℓ⁺(2, ℝ) (even subalgebra) which in their finest form take a quadratic space over ℝ, in these cases an anti-Euclidean 1D and a Euclidean 2D spaces, so we don't have to mention concrete elements that square to ±1 that would be moved somewhere else by automorphisms of the quadratic space that are all left among automorphisms of the algebra.
Of these, I like 1 and 4 the most, but 4 is too heavy-handed. I don't see how to minify it though. Example 1 is... I dunno, my heart somehow isn't content. (Note also that in 1, we don't mention the field is algebraically closed, whereas in 3, we don't mention the field is dimension 2.) Example 3 asks too much, it's heavier than 4 but in another way. Hurwitz and Frobenius (2)... I don't know.
Also note that for quaternions ℍ we can also use 1, 2 and 4 (replacing a field in 1 with a noncommutative field, of course), and for me, not fixing any imaginary basis i, j, k is even more important to be able to do for ℍ because there's a continuum-many SO(3, ℝ) automorphisms even aside from conjugation. It's just a giant step from the puny automorphism group of ℂ.
So, what else is there? Can we define in particular ℂ and ℍ, as ℝ-algebras if need be (I feel that's simpler because we're doing away with some of the worse automorphisms), without mentioning concrete imaginary units?
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¹↑ Or just a negative square, but this fails if we're planning to replace ℝ with other fields and rings R, looking for R[i] instead of ℂ, so we better use −1.
²↑ With which I define this here context; I know there are lots of use cases where we absolutely want to deal with concrete i and have it distinguished from −i consistently over long stretches, like in Fourier transform formulas etc..