Build a Client Brand Kit Before You Rebrand White-Label Products

Rebranding a white-label product goes faster and needs fewer revision rounds when the client’s brand is documented before anyone opens a design file. A client brand kit is a single, agreed reference for logos, colors, fonts, voice and the legal details that have to appear in deliverables. Build it once at the start of the engagement and every ebook, slide deck, planner and email sequence you rebrand for that client draws from the same source.

This guide covers what to collect, how to check it, how to set it up in common tools and how to keep it current. Tool steps reflect the official help pages linked in the Sources section as of October 2026; features and menus change, so check those pages before you rely on a specific step.

Why Build the Kit First

Without a kit, brand decisions get made file by file. One designer picks a slightly different teal, another uses a substitute font, and an email sequence goes out with a tone the client would never use. Each inconsistency becomes a revision request. A kit turns those decisions into a short approval step at the start, which is easier to schedule and easier to price.

A kit also protects you when several people work on the account. Anyone on your team, including a contractor, can open it and see exactly what the client approved.

What to Collect From the Client

Send a short intake form or checklist at kickoff. Ask for originals rather than screenshots wherever possible.

Logos

Primary logo, plus any horizontal, stacked or icon-only versions
Versions for light and dark backgrounds
Vector files (such as SVG or EPS) where available, plus high-resolution PNG files with transparent backgrounds
Any rules about minimum size, clear space or colors the logo must not appear on

Colors

Exact hex values for screen use
RGB and CMYK values if any deliverable will be printed
Which colors are primary, secondary and accent, and which are approved for body text
Any colors the client wants to avoid

Fonts

Heading and body font names and weights
Who holds the font license and what it covers
An agreed fallback font for tools where the brand font is not available

Voice and Content

Two or three samples of writing the client considers on-brand, such as a newsletter or an About page
Words and phrases they use, and ones they avoid
How they address readers (first name, formal or informal) and preferred spelling conventions
Topics, claims or comparisons they do not want in their materials

Legal and Contact Details

Exact business name as it should appear in footers and copyright lines
Postal address and reply-to address for marketing emails
Standard disclaimers they already use, supplied by them or their advisers
Links to their privacy policy and terms pages

Check the Colors for Readability

Brand palettes are often chosen for logos and headlines, not for long passages of text. Before you approve a palette for body copy, test the contrast. The W3C’s guidance for WCAG Success Criterion 1.4.3 sets a minimum contrast ratio of 4.5:1 for normal text and 3:1 for large text, which it defines as at least 18 point, or 14 point and bold. Text that is part of a logo or brand name has no contrast requirement under that criterion, but the W3C notes the exception does not cover low-contrast text that is an author’s choice rather than a brand requirement.

If a favorite brand color fails for body text, propose using it for headings, borders or backgrounds instead, and pair it with a darker text color. Record the approved text and background combinations in the kit so nobody has to test them again. For a fuller checklist, see our accessibility basics for rebranded PDFs and slide decks.

Confirm the Font Situation

Fonts cause more rebranding trouble than any other asset. A client may own a desktop license for a typeface that does not extend to embedding it in PDFs you distribute, or the font may simply not be available in the design tool you plan to use. Ask the client to confirm what their license covers, and agree a fallback from a freely licensed library if needed. Our guide to fonts inside white-label products explains the license points to look for. This is general information, not legal advice; the client should confirm license questions with the font vendor or a qualified attorney.

Set Up the Kit in Your Tools

Once the kit is approved, load it into each tool you use for that client so the right colors and fonts are one click away.

Canva

Canva’s Brand Kit stores logos, color palettes, fonts and other brand assets in one place. According to Canva’s help center, admins and brand designers on Canva Pro, Teams, Business and Canva for Education can create several kits, for example one per client. To set one up, select Brand from the home side panel, open the Brand Kit drop-down, choose “Create new Brand Kit,” name it and select Create. Then upload logos, add color palettes and upload fonts. You can also add written guidelines and Brand Templates. Canva says it can build a kit automatically from a website or PDF, which can be a quick starting point, but review every value against what the client supplied. Canva lists a limit of up to 1,000 Brand Kits per team, depending on the subscription. For a walkthrough of rebranding an ebook in Canva, see our step-by-step guide.

Microsoft Word

Word saves colors and fonts as a reusable theme. Microsoft’s support article describes these steps for Word for Microsoft 365, Word 2021, Word 2019 and Word 2016: on the Design tab, open Colors and choose Customize Colors to set each theme color, then name and save it; open Fonts and choose Customize Fonts to set the heading and body fonts; then select Themes and Save Current Theme to save a .thmx file. Name the theme after the client so it is easy to find in the custom themes list.

Google Slides

In Google Slides on the web, Slide > Edit theme > Colors lets you enter the client’s hex values as theme colors, and View > Theme builder lets you add the logo and set fonts on the template slides. If the client already has a branded deck in Google Slides or PowerPoint, Slide > Change theme > Import theme brings its theme into your file.

Other Tools

Desktop design apps such as the Affinity applications and Apple Keynote have their own palette, style and template features. The principle is the same: save the client’s colors, text styles and master layouts once, name them clearly, and check the current official help pages for the exact steps in the version you use.

Write a One-Page Voice Sheet

Visual branding is only half of a rebrand. White-label text usually needs adjusting so it sounds like the client. Summarize the voice on one page:

Three to five adjectives that describe the tone, each with a short example sentence
A list of preferred terms (for example, “members” rather than “customers”)
Reading level and sentence length guidance
Approved examples, stories and case material supplied by the client
Things never to write, such as income promises or medical claims

Use only examples and results the client has supplied and approved. Do not invent testimonials, client stories or figures to fill gaps; leave a clearly marked placeholder and ask.

Document, Approve and Version the Kit

Keep the kit as a single file or folder in the client’s project space. Add a version date and the name of the person who approved it. When the client changes something, such as a refreshed logo or a new accent color, update the kit first and note what changed, then update templates. This avoids the common situation where older deliverables quietly carry outdated branding.

Brand Kit Checklist

Logos in all required versions and formats
Hex values, plus RGB and CMYK for print
Approved text and background color pairs that pass contrast checks
Heading and body fonts, license confirmed, fallback agreed
Voice sheet with approved terms and examples
Legal lines, postal address and policy links
Kit loaded into Canva, Word, Google Slides or your other tools
Version date and approver recorded