Managing Brand Kits from a Central Company-Level Screen

Brand Kits hold the design assets — colors, fonts, logo, tone of voice, social profiles — that your newsletters and templates pull from. Manage all of them from one company-level screen instead of hunting through individual channel settings.

Before you start

Brand Kits are managed at the company level — you’ll need a company admin account to reach this screen.

Find your brand kits

1. Open Settings and go to Brand Kits under Company-level.
2. The page lists every brand kit as a card, showing its colors, typography, creation date, and how many newsletters it’s assigned to.

Search and filter

• Search by name using the search box at the top of the page.
• Filter by assignment — open Filters and choose All, Assigned (kits currently used by at least one newsletter), or Unassigned.

Create, duplicate, or delete a kit

• Create — click Create brand kit. A new kit is added, ready to name and configure.
• Duplicate — open a kit’s actions menu and choose Duplicate to start a new kit from an existing one’s settings.
• Delete — open a kit’s actions menu and choose Delete.

Your company’s first brand kit is its default — the one everything else falls back to. It’s named Default, and that name is fixed: the name field is greyed out in the editor so the fallback kit stays easy to spot in a long list. It also can’t be deleted, for the same reason. Every other kit you create is yours to name and remove as you like.

If you’d already given your default kit a name of your own before it became the fixed one, it keeps the name you chose. The one exception is a default kit that was never really named — older accounts have one labeled with a long string of letters and numbers, which was only ever a stand-in. Those tidy themselves up to Default the next time you save any change to the kit.

Give each of your newsletters its own kit with Penpal

If your newsletters were set up before brand kits, you don’t have to build a kit for each one by hand. Ask Penpal — for example, “Create a brand kit for each of my newsletters” — and it makes one per newsletter, styled to match what that newsletter already sends, and assigns each kit to its newsletter. You’ll need to be a company admin. You can also name just the newsletters you want.

1. Penpal shows you the plan first: which newsletters get a kit, what each kit is called, and which issue its styles come from. Nothing is created yet.
2. Reply yes to create the kits. Penpal tells you how many it made.
3. Review and adjust them here on the Brand Kits screen, like any other kit.

How each kit is made:

• Styles come from the newsletter’s latest issue built in the composer — scheduled sends and A/B tests. Automated emails such as a welcome series, and issues built in HTML, aren’t used. A newsletter that hasn’t sent one yet gets its own default styling.
• Each kit is named after its newsletter. If that name is already taken by another kit, a number is added, such as Weekly Digest (2).
• Your footer, “View in browser” link, and click tracking are on in every kit, whatever the issue it was styled from used. The brand voice starts blank, ready for you to fill in.
• Newsletters that already have a kit keep it. Text-message newsletters are skipped, because brand kits only style email.
• If your company has no brand kit yet, a Default kit is made too, styled like whichever of these newsletters sent most recently, and isn’t assigned to any newsletter.
• Up to 100 newsletters at a time. If you have more, Penpal tells you, and you can ask it to carry on.

Your existing issues don’t change. A newsletter’s kit only shows up under Preview a brand kit in the composer’s Styles tab, and it only restyles an issue when you apply it there (see Apply a brand kit below). If you’d rather not keep a kit Penpal made, delete it like any other — except the Default kit, which every company keeps.

Edit a brand kit

Click a kit’s card (or choose Edit from its actions menu) to open its editor. The editor has three tabs:

Styles

Set the design details a newsletter or template built with this kit will use by default — background color, fonts and font sizes, button styles, dividers, images, and promotion styling — with a live email preview alongside so you can see changes as you make them. An Email Client Support section lets you opt in to extra compatibility settings for older clients (Outlook 2007–2019, Lotus Notes, Outlook Express) — each option you turn on adds to your email’s size, so only enable what you need.

Start from a newsletter you already send

If you already send a newsletter, you don’t have to rebuild its look field by field. Upload a copy of it, and the kit’s styles are filled in from it for you to check and save.

1. Save a copy of your newsletter as an email file. In Gmail, open the newsletter, choose More (⋮), then Download message. You’ll get a file ending in .eml. Use the copy in your inbox rather than one you’ve forwarded to yourself, because forwarding can drop some of a newsletter’s styles.
2. Open the kit’s editor and go to the Styles tab.
3. Under Start from a newsletter you send, click Upload newsletter and choose the file.
4. A summary lists what was filled in, grouped by what it styles. Check the settings below it, change anything you like, then click Save. Nothing is saved until you do.

What can be filled in:

• Page — the background around your newsletter, the background behind its content, its width, and the spacing around each block
• Body text and each heading level — font, fallback font, size, line height, color, and alignment
• Links — color, and whether they’re underlined, bold, or italic
• Buttons — color, text color, font, size, corner rounding, padding, and alignment
• Dividers — color, style, and thickness
• Images — width and alignment

A few things to know:

• Only what your newsletter shows is changed. A setting it gives no evidence for — buttons, say, in a newsletter that has none — keeps its current value.
• Fonts are matched to the ones the Styles tab offers. If your newsletter uses a font that isn’t on the list, that font is left as it was.
• Mixed styles are flagged. When your newsletter isn’t consistent — some links underlined and others not — the most common style is used, and the summary says how many matched (for example, Not consistent in this newsletter: 9 of 17 match). Those are worth a second look before you save.
• Widths start at 600px. A newsletter narrower than that is set to 600px, the narrowest width the Styles tab supports.
• Some things are left to you. Your logo, borders, mobile text sizes, and promotion styles aren’t taken from the newsletter.
• Changed your mind? Click Undo to put back the styles you had before your first upload. Once you save, the uploaded styles become the kit’s new starting point.
• The file stays on your computer. It’s read in your browser, and it isn’t uploaded to or stored by Letterhead.

Brand Voice

Define the tone your AI-assisted writing uses so it sounds like your brand instead of a generic one. Generate a starting point from a short description, one or more website URLs, or a selection of recent newsletter editions — or fill in the fields yourself: a short description, tone, preferred words and phrases, and words to avoid.

Social Profiles

Add your website URL and social accounts (Facebook, Instagram, LinkedIn, Pinterest, Reddit, YouTube, TikTok, Snapchat, X, Threads, Bluesky). Check my website scans your homepage and fills in the links it finds automatically.

Assign a brand kit to your newsletters

From the editor, manage which newsletters use this kit: search your newsletters, select or clear all, and save. A kit’s card on the main Brand Kits screen shows how many newsletters it’s currently assigned to.

Where a brand kit shows up

• Composing and templates — a newsletter or template built with a brand kit assigned takes its style defaults (colors, fonts, logo) from that kit. Previewing a company-level template lets you pick which brand kit to preview it in, filtering the list by name if you keep many kits — see Company-Level Templates.
• AI-assisted writing — when a newsletter’s assigned brand kit has a generated voice, the composer’s AI Text panel shows which brand voice will shape what it drafts.

Apply a brand kit to a newsletter or template you’ve already built

A brand kit sets the defaults for new blocks, but you can also apply one to a newsletter or template that already has content. Every block is restyled to match the kit, so your existing content takes on the kit’s look in one step.

Restyling every block is an early access feature, rolling out to select accounts. Until it reaches yours, applying a kit restyles your buttons only.

1. Open the newsletter or template and go to the Styles tab.
2. Tick Preview a brand kit and choose a kit under Preview as. In a newsletter, this option appears when the newsletter has a brand kit assigned. The canvas updates right away, so you can see the result before committing to it.
3. To keep the restyle, click Apply to template and confirm. To back out, untick Preview a brand kit — everything returns to how it was.

Once applied, the change can’t be undone automatically, so preview first.

What changes:

• Every block — background color, border, and padding, including the columns inside multi-column sections
• Text and headings — font, size, color, line height, and alignment. Each heading level takes the kit’s style for that level, and fonts you set on individual words are replaced by the kit’s font
• Links — color and style, everywhere in the newsletter, including links inside curated content
• Curated content — titles, excerpts, and other text take the kit’s body text style, and Read more buttons take its button style
• Images and videos — width and alignment
• Buttons — colors, corner rounding, padding, alignment, and font, including buttons in polls and layouts
• Promotions — background, border, padding, and the heading, copy, and disclaimer styles

What stays as it was:

• Your logo keeps its own size and alignment.
• Your footer and “View in browser” link keep their alignment, though their colors and fonts follow the kit.
• Dividers keep their line color, style, and thickness.

Related

• Company-Level Templates
• Working in Settings