Brand kit
The Brand kit is where you store your brand's visual identity, logo, colours, and fonts. Once set up, these assets are automatically applied whenever you create a new message in the Email builder, making it much faster to maintain consistent, on-brand communication.
The Brand kit is especially valuable in accounts with multiple users. When everyone starts from the same brand settings, your emails stay visually consistent regardless of who created them.
What the Brand kit contains
- Brand identity: your logo, primary and secondary brand colours, and typography settings
- Opt-in page styling: colours and banner for your opt-in forms
- Email style defaults: the default Email builder settings that are pre-filled when creating a new message
Set up your Brand kit
- Go to Settings, then Brand kit.
Brand identity tab
- Upload your logo. This appears in the Email builder template picker and can be added to messages.
- Add your primary brand colour using its HEX code. This is the dominant colour used for headings, buttons, and accents.
- Add secondary and neutral colours as needed, for backgrounds, dividers, and text variations.
- Set your preferred fonts for headings and body text.
- Click Save.
Support tip Use the exact HEX codes from your brand guidelines. If you don't have these, most design tools (Canva, Figma, Adobe) show HEX values when you select a colour. Consistent HEX codes are the foundation of consistent brand visuals.
Opt-in page tab
Set colours and upload a banner for your opt-in forms. These defaults apply to all new opt-in forms you create. You can override them per form in the individual form settings.
Email style defaults tab
Set the default Email builder settings that are pre-filled when you create a new message, content width, background colours, default font, link colour, and button styles. These match what you set in the Email style panel inside the builder, but stored as account-level defaults.
How Brand kit settings are applied
When you create a new message in the Email builder, Flexmail pre-fills the Email style panel with your Brand kit values. You can change any of these settings for a specific message without affecting the Brand kit defaults.
The Brand kit does not automatically update existing messages. If you update your Brand kit after creating messages, those existing messages keep their original settings.
Choosing your brand colours
The colours you set in your Brand kit will carry through to every message you create. A few principles that help you choose well:
The 60-30-10 rule
A reliable starting point for any colour palette: 60% neutral (backgrounds, white space, body text), 30% secondary (dividers, borders, section backgrounds), and 10% accent (your primary brand colour, used sparingly for headings, buttons, and key highlights). When your accent colour appears infrequently, it draws attention exactly where you want it, your call to action
Contrast matters most
Text must have sufficient contrast against its background. Low contrast makes emails hard to read, especially for contacts with visual impairments or those reading on a small screen in bright light. If you squint at your email and the text disappears into the background, the contrast is too low. The WebAIM contrast checker can verify your combinations meet accessibility standards.
Limit your palette
Two or three well-chosen colours applied consistently are more effective than six colours used unpredictably. Consistency builds recognition, your contacts learn to associate your colours with your brand, which makes your emails instantly identifiable in a crowded inbox.
Match your existing brand
Your email colours should be consistent with your website, social media, and other brand materials. Use the exact HEX code from your brand guidelines, not an approximation. Small colour inconsistencies are noticeable to attentive contacts and undermine the impression of a polished
brand.
Support tip Before finalising your Brand kit colours, send a test campaign to yourself and view it in your most common email clients. Colours can look slightly different on different screens and in different clients. What looks right in your browser preview might appear washed out in Outlook.
Next steps
- See 'Configure branding in Wizard templates' in the Messages section to set defaults for Wizard template messages.
- See 'Configure default form and survey settings' to apply your brand colours to forms and surveys.
- See 'Create a message in the Email builder' to see how Brand kit values are applied when building a message.