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

1. Go to Settings, then Brand kit.

Brand identity tab

1. Upload your logo. This appears in the template picker of the Email builder and can be added to messages.
2. Add your primary brand colour using its HEX code. This is the dominant colour used for headings, buttons, and accents.
3. Add secondary and neutral colours as needed, for backgrounds, dividers, and text variations.
4. Set your preferred fonts for headings and body text.
5. Click Save.

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 in the builder, but are stored as account-level defaults.

How Brand kit settings are applied

When you create a new message in the Email builder, Flexmail automatically fills the Email style panel with the values from your Brand kit. 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 the Brand kit after creating messages, those existing messages keep their original settings.

Choosing your brand colours

The colours you set in your Brand kit carry through to every message you create. A few principles help you make a good choice:

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 the background. Low contrast makes emails hard to read, especially for contacts with a visual impairment or people reading on a small screen in bright light. If you squint and the text disappears into the background, the contrast is too low. The WebAIM contrast checker can verify whether 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 recognisable in a crowded inbox.

Match your existing brand

Your email colours must 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 differences are noticeable to attentive contacts and undermine the impression of a polished brand.

Next steps

• See 'Configure branding in Wizard templates' in the Messages section to set defaults for messages based on Wizard templates.
• See 'Default form and survey settings' to apply your brand colours to forms and surveys.
• See 'Getting started with the Email builder' to see how Brand kit values are applied when building a message.

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