Brand Kit
Colors, fonts, logos, voice, content guidelines — surfaced everywhere you create.
Hubs define the Brand Kit; settings flow to workspaces automatically. Workspaces use what the Hub set — they can view but typically can't edit.
Brand Kit settings appear throughout Flamel: color pickers, font selectors, Luna AI prompts, the design editor, templates. Configure once.
Where it shows up
| Surface | What you'll see |
|---|---|
| Design editor | Brand colors at top of the color picker, brand fonts in the font selector |
| Templates | Brand elements pre-applied where the template uses "brand color" |
| Luna AI | Voice guidelines inform caption suggestions automatically |
| Post editor | Quick access to brand logos when adding media |
Visual Identity
The visual building blocks every piece of content draws from.
Uploaded brand guides
Upload PDFs of your style guide or brand book. Flamel's AI can analyze them and extract colors, voice, and content patterns automatically via Brand Details → Research & Generate.
Logos
Include the variations you actually use:
| Variation | Purpose |
|---|---|
| Primary | Full logo with text/icon — most uses |
| Icon only | Compact spaces (favicons, profile pictures) |
| Light version | For dark backgrounds |
| Dark version | For light backgrounds |
| Horizontal | Wide headers |
| Stacked | Vertical layouts |
PNG with transparent background, ≥1000px on the longest side.
Colors
Exact hex codes (not approximations) for every brand color you use. Recommended structure:
| Color | Use |
|---|---|
| Primary | Main brand color, CTAs, headers |
| Secondary | Supporting elements, backgrounds |
| Accent | Highlights, emphasis |
| Neutral | Text, backgrounds, borders |
| Success / Error | Status indicators |
Most brands work well with 3–5 core colors. Label clearly (Primary Blue, not Color 1).
Typography
- Primary font — headlines and emphasis
- Secondary font — body text
Common web fonts (Open Sans, Roboto, Lato, Montserrat) work out of the box. For custom fonts, upload TTF/OTF/WOFF in the Typography section. Toggle Use on templates to make brand fonts the default in new templates.
Brand Voice
Defines how your brand speaks. Luna AI uses these to keep generated captions on-brand network-wide.
Brand description
Concise: what your brand does, who you serve, what makes you different.
Voice and tone
| Aspect | Example phrasing |
|---|---|
| Tone | "Friendly, approachable — like a knowledgeable neighbor giving advice" |
| Personality | "Confident but humble — expertise without condescension" |
| Language level | "Plain English — avoid jargon" |
Target audience
Demographics + psychographics + what they want from your brand. The more specific, the better Luna's output.
Content pillars
The 3–5 main themes structuring your content strategy.
| Pillar | Description |
|---|---|
| Educational | Tips, how-tos, industry insights |
| Behind the scenes | Team culture, process, company news |
| Customer stories | Testimonials, case studies, success |
| Product / service | Features, benefits, use cases |
| Community | UGC, engagement, events |
Click AI Generate Pillars for AI suggestions based on your brand details.
Restrictions
Words to avoid (competitor names, jargon your audience doesn't know), tone pitfalls ("too salesy"), claims you can't make ("unverified statistics"), formatting rules ("no all-caps").
Content Guidelines
Standards for specific content types — imagery, social, blog.
Imagery style
| Element | Define |
|---|---|
| Subjects | People, products, environments, abstract |
| Mood | Bright/energetic, calm/professional, bold/dramatic |
| Composition | Centered, rule of thirds, negative space |
| Lighting | Natural, studio, dramatic shadows |
| Color treatment | Vibrant, muted, warm, cool |
| Avoid | Stock-photo clichés, low-quality, off-brand filters |
Social guidelines
Per-platform conventions (Instagram aesthetic, LinkedIn tone shift, TikTok content style, X cadence) plus engagement rules (response time, escalation, hashtag count and placement, branded hashtags to always use).
Blog guidelines
- Topics — core expertise areas, audience questions, trends; topics to avoid
- SEO keywords — primary + long-tail + local; keywords to avoid
- Internal links — important pages to link to (services, about, contact) with consistent anchor text
- Style preferences — target word count, heading structure, image use, CTA placement
AI brand analysis
Already have a brand book? Upload PDFs in Uploaded Guides, then click Research & Generate in Brand Details. AI extracts colors, voice, content pillars, and themes from your existing materials. Review and refine — it's a starting point, not the final word.
Tips
- Be precise. Hex codes from the actual brand guide, not "close enough."
- Don't overload. 3–5 colors, 2 fonts, 3–5 pillars is plenty.
- Keep current. Outdated guidelines create inconsistent content; review periodically.
- Hub admin: test changes in a workspace context before broad rollouts.