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Use Brand Kit to define your brand identity in one place. Set your voice, tone, logos, colors, and fonts once. OneSignal uses them automatically across all channels. AI-generated content stays on-brand, and your visual assets are available in every channel editor without re-uploading.
Brand Kit settings page showing the Voice and Tone and Visual Assets tabs

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Prerequisites

  • Brand Kit is available on all plans.
  • You must have edit permissions on the app.

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Access Brand Kit

Navigate to Settings > Brand Kit in the left sidebar of your app dashboard.
Settings sidebar with Brand Kit highlighted

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Set up Brand Kit

Populate Brand Kit in two ways: generate values from your website URL, or enter them manually. Most users start with the website generator and refine from there.

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Generate from your website URL

OneSignal scrapes your website and extracts your brand colors, fonts, logos, industry, and inferred voice.
1

Click Generate from website

Select Generate from website at the top of the Brand Kit page.
2

Enter your URL and click Analyze

Enter your website URL and click Analyze. This can take up to a minute.
3

Review the suggested values

Review the extracted colors, fonts, logos, industry, and tone.
Generate from website modal with extracted brand values ready to apply
4

Apply and save

Click Apply to populate the form fields. Adjust any values that do not match your brand standards, then click Save.
Website extraction is best-effort. Complex or JavaScript-heavy sites may yield incomplete results. Social media profiles are not scraped. Always review extracted values before saving.

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Enter your brand manually

Skip the website generator and fill in each field directly. All fields are optional; fill in as much or as little as is useful for your brand.

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Voice and Tone tab

Use the Voice and Tone tab to define how your brand communicates: your industry, target audience, tone, and any language to avoid in AI-generated content.
Brand Kit Voice and Tone tab showing industry, audience, and tone settings

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Basics

FieldDescription
IndustryThe vertical your app operates in (e.g., E-commerce, Gaming, Finance). Helps OneSignal AI contextualize suggestions.
Primary audienceA short description of who you are messaging (e.g., “Pet owners ages 30–60 living in North America”).

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Voice and tone

Choose how to define your tone: Option 1: Use sliders Adjust sliders across tone dimensions (e.g., Formal to Casual, Serious to Playful). OneSignal converts slider positions into instructions for the AI. Option 2: Describe in your own words Select Describe in your own words and enter a free-form description. Use this when your brand voice does not map cleanly onto the available sliders (e.g., “We use dry humor and always keep sentences under 10 words”).

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Language to avoid

Enter words or phrases you never want to appear in AI-generated messages. OneSignal AI rephrases to avoid them. Example: If you add “cart” to the list and then ask the AI to write a message about abandoned carts, it will substitute alternative phrasing such as “complete your order” or “resume your session.”

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Visual Assets tab

Store your logos, colors, and fonts in the Visual Assets tab. Once saved, these assets are available in all channel editors without re-uploading and auto-apply as defaults in supported editors.
Brand Kit Visual Assets tab showing logo upload, color swatches, and font selection

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Logos

Upload your brand logos. You can store multiple logo variants (e.g., a logomark and a full horizontal lockup).
1

Click Add additional logo

Select Add additional logo in the Logos section.
2

Select your file

Choose an image file from your computer.
3

Name the logo

Give it a descriptive name (e.g., “wide_logo” or “logomark_dark”).
4

Save

Click Save to confirm.
Some channels have image size requirements. Brand logos that exceed a channel’s size limit will not appear in that channel’s image picker. A tooltip explains when an asset is hidden due to size limits.

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Colors

Define your primary and secondary brand colors, and add as many additional named colors as you need. For each color, enter a name and a hex value. OneSignal applies brand colors automatically when you author messages:
  • In-app messages: Button background defaults to your primary color.
  • Email drag-and-drop editor: Button background defaults to your primary color. All brand colors appear as custom swatches in the color picker.

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Fonts

Define your primary and secondary fonts. Add a display name and a URL for any web fonts you want to reference. OneSignal applies brand fonts automatically when you create new messages:
  • In-app messages: Text font family defaults to your primary brand font.
  • Email drag-and-drop editor: Default font updates to your primary brand font.
Web fonts may not render in email. Gmail and most major email clients do not support custom web fonts. When an email client cannot render your brand font, it falls back to the editor’s global system font. Custom web fonts render reliably in in-app messages only. Use web fonts for in-app messages and rely on the system font fallback for email.

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How Brand Kit is used

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OneSignal AI

After you save Brand Kit, it applies automatically wherever you use OneSignal AI to author messages. AI Compose for Push When you use AI Compose in a push notification, your brand tone applies to the generated copy. A note in the compose panel confirms your brand guidelines are active.
AI Compose panel showing brand tone applied to a push notification draft
OneSignal AI Agent The AI agent reads your Brand Kit settings when generating messages across channels. It respects language-to-avoid rules, applies your voice and tone, and uses your visual assets when creating content.
OneSignal AI agent generating a branded email with brand colors and logo applied

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Channel editors

Email drag-and-drop editor
  • Brand colors appear as custom swatches in the color picker.
  • Brand logos are available under a Brand Kit folder in the file manager. Click the folder to browse and insert assets.
  • Button background color defaults to your primary brand color.
  • Default font updates to your primary brand font where web font rendering is supported.
In-app messages
  • Button background defaults to your primary color.
  • Text font family defaults to your primary brand font.
  • Brand logos are available in the image picker.
Push, SMS, and other channels
  • Brand logos are available in the image picker where image selection is supported.
Image picker showing the Brand Kit folder with uploaded logos available for selection

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Reference brand assets in message content

In any message that supports Liquid syntax, you can reference Brand Kit values directly: 
{{ brand_assets.colors.primary.hex }}
{{ brand_assets.colors.secondary.hex }}
{{ brand_assets.fonts.primary.family }}
{{ brand_assets.fonts.secondary.family }}
{{ brand_assets.logos.primary.url }}
This works in HTML email templates, in-app messages, and anywhere else Liquid is supported.

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Limitations

TopicDetails
Brand Kit is per-appSettings apply to the individual app, not your entire organization. If you manage multiple apps, each has its own Brand Kit.
Web fonts in emailCustom web fonts render in in-app messages but may not render in email. Gmail and most major email clients do not support web fonts. Email falls back to the system font.
Website extraction accuracyAutomatic brand extraction is best-effort. Social profiles, JavaScript-rendered content, and paywalled pages are not scraped. Review extracted values before saving.
Image picker visibility by channelChannels with image size restrictions may not show all Brand Kit logos. A tooltip explains when assets are hidden due to size limits.
Brand Kit is optionalIf Brand Kit is not configured, OneSignal AI still generates content, but output will be more generic and not grounded in your brand.

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FAQ

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Does Brand Kit apply to all channels automatically?

Yes. Once saved, Brand Kit is read by OneSignal AI for all message generation. Visual assets (logos, colors, fonts) are applied as defaults in supported editors. You do not need to configure anything per-channel.

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What happens if website extraction returns incomplete results?

The generator may return partial results or nothing at all. You can apply only the values you want, skip the generator entirely, and enter everything manually. Fields left blank will not affect channels that have their own defaults.

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Can I paste existing brand guidelines or AI prompts into Brand Kit?

Yes. You can paste any text, including existing ChatGPT system prompts or brand guideline copy, directly into the Describe in your own words field under Voice and Tone. File upload (PDF, TXT) is not currently supported.

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Why isn’t my brand font showing in email?

Gmail and most major email clients do not support custom web fonts, so your brand font falls back to the editor’s system font in email. Brand fonts render reliably in in-app messages. See Fonts for details.

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Is Brand Kit shared across all apps in my organization?

No. Brand Kit is configured per app. Each app in your organization has its own Brand Kit settings.

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Why doesn’t my logo appear in the image picker?

The image picker for some channels has size requirements. Logos that exceed the size limit for that channel are hidden, and a tooltip explains why. Try uploading a smaller or differently sized version of the logo.

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