Brand Kit
Colors, fonts, logos, voice, and content guidelines, surfaced everywhere you create.
Who owns the Brand Kit
The Hub (your franchisor or HQ) defines the Brand Kit, and the settings flow down to every Workspace automatically. Workspaces use what the Hub set: they can view the kit but typically cannot edit it.
Brand Kit settings show up throughout Flamel: color pickers, font selectors, Luna AI prompts, the design editor, and templates. You configure it once and it follows your content everywhere.
You build and maintain the Brand Kit. Everything you set here becomes the default across every Workspace in your network. Work through the four areas below in order: Visual Identity, Brand Voice, Content Guidelines, and (optionally) AI brand analysis.
You inherit the Brand Kit your Hub configured. Brand colors, fonts, logos, voice guidelines, and content rules appear automatically in your editors and in Luna AI. You can view the kit to understand the standards, but editing is reserved for the Hub. If something looks wrong or out of date, contact your Hub admin.
Where it shows up
This is a genuine reference: the surfaces below pull from the Brand Kit automatically once it is configured.
| 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 |
Build your Visual Identity
These are the visual building blocks every piece of content draws from. Work through each one.
Upload your brand guides (optional but recommended)
If you already have a style guide or brand book, upload the PDFs first. Flamel's AI can read them and extract colors, voice, and content patterns for you later (see "Let AI analyze your brand" below).
Add your logos
Include the variations you actually use day to day. Use the table below to decide which ones to upload.
| Variation | Purpose |
|---|---|
| Primary | Full logo with text and icon, for 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 |
Logo file specs
Upload PNG files with a transparent background, at least 1000px on the longest side.
Enter your colors
Add the exact hex codes from your brand guide (not approximations) for every brand color you use. A typical structure looks like this:
| 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 to 5 core colors. Label each one clearly (for example, Primary Blue, not Color 1).
Set your typography
Choose a primary font for headlines and emphasis, and a secondary font for body text.
Common web fonts (Open Sans, Roboto, Lato, Montserrat) work out of the box. For custom fonts, upload TTF, OTF, or WOFF files in the Typography section. Toggle Use on templates to make your brand fonts the default in new templates.
Define your Brand Voice
Brand Voice tells Luna AI how your brand speaks, so generated captions stay on-brand across the whole network. Fill in each section.
Write a brand description
Keep it concise: what your brand does, who you serve, and what makes you different.
Capture voice and tone
Describe how your brand sounds. The clearer you are, the more consistent Luna's output will be.
| 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" |
Describe your target audience
Combine demographics, psychographics, and what your audience wants from your brand. The more specific you are, the better Luna's output.
Choose your content pillars
Pick the 3 to 5 main themes that structure your content strategy. Common pillars:
| 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 | User-generated content, engagement, events |
Let AI suggest pillars
Click AI Generate Pillars for suggestions based on the brand details you've already entered.
Set your restrictions
List what to avoid: words (competitor names, jargon your audience doesn't know), tone pitfalls ("too salesy"), claims you can't make ("unverified statistics"), and formatting rules ("no all-caps").
Set your Content Guidelines
These are the standards for specific content types: imagery, social, and blog.
Define your imagery style
Spell out the look and feel of your visuals so every image stays on-brand.
| Element | Define |
|---|---|
| Subjects | People, products, environments, abstract |
| Mood | Bright and energetic, calm and professional, bold and dramatic |
| Composition | Centered, rule of thirds, negative space |
| Lighting | Natural, studio, dramatic shadows |
| Color treatment | Vibrant, muted, warm, cool |
| Avoid | Stock-photo cliches, low-quality, off-brand filters |
Set social guidelines
Capture your per-platform conventions (Instagram aesthetic, LinkedIn tone shift, TikTok content style, X cadence) plus your engagement rules (response time, escalation, hashtag count and placement, and branded hashtags to always use).
Set blog guidelines
Cover four areas:
- Topics - core expertise areas, audience questions, trends, and topics to avoid
- SEO keywords - primary, long-tail, and local keywords, plus 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, and CTA placement
Let AI analyze your brand
Already have a brand book? You can shortcut most of the setup above.
Upload your guides
Add your brand book PDFs in the Uploaded Guides section.
Run Research & Generate
Click Research & Generate in Brand Details. The AI extracts colors, voice, content pillars, and themes from your existing materials.
Review and refine
Treat the result as a strong starting point, not the final word. Check every value against your real brand guide and adjust before saving.
Keep your kit healthy
Best practices
- Be precise. Use the exact hex codes from your brand guide, not "close enough."
- Don't overload. 3 to 5 colors, 2 fonts, and 3 to 5 pillars is plenty.
- Keep it current. Outdated guidelines create inconsistent content, so review the kit periodically.
- Test before rollout. Hub admins should test changes in a Workspace context before broad rollouts.