Friday January 29, 2021 By Dave
How to Create Online Brand Consistency (for Email and Web)

In an financial system that’s extra digital than ever, one assertion stands notably sturdy: 

“Model consistency is the important thing to survival in as we speak’s digital financial system” – Marketing Week

Model consistency results in model recognition, and model recognition results in model belief. Have you ever ever trusted a model you didn’t recognise?

The Problem of On-line Model Consistency

A web based model is greater than the sum of its elements. You obtain on-line model consistency when all the weather that seem on all of the channels a model makes use of, equivalent to e mail, net and apps are, properly, constant!

MyBag - E-commerce Responsive Email Template
Stable visible identification with the MyBag e mail template

The problem to attaining on-line model consistency comes with the inconsistent method by which you must create the weather for these channels, leading to inconsistencies in how these parts look and the way these parts behave.

Tips on how to Create On-line Model Consistency

Taking note of these parts helps you guarantee on-line model consistency throughout your channels. A few of them are of main significance to on-line model consistency. They embrace logos, colors and fonts.

Rocket Logo
Rocket Brand on Envato Parts

A few of them are of secondary significance to model consistency, as they improve model recognition, however aren’t key to it. They embrace issues like buttons, hyperlinks and shapes. On this tutorial, I’ll concentrate on main and secondary parts, on two of these channels, e mail and net.

Designing Main On-line Model Parts


Logos (or logotypes) ought to arguably be essentially the most recognisable of on-line model parts, as they’re distinctive to each model. Subsequently, they should be constant on all model property, offline and on-line, print, e mail, net and app. To attain this consistency, you must:

  • Use the identical model or variations of your emblem. You could have one model of your emblem that you just use for cellular, pill and desktop. You could have two variations of your emblem – one for cellular, which can have much less top and extra width (panorama), and one for pill and desktop, which can have extra top and fewer width (portrait).
  • Show your emblem at a constant dimension and proportion throughout property.
  • Guarantee each variations of your emblem are high-resolution, so they continue to be sharp and crisp on high-definition shows, like Apple’s Retina Show. Blurred logos don’t characterize manufacturers very properly, and the recipient might imagine the e-mail or web site they’re on isn’t genuine.
Black Branding Mockups Vol.1
Variation and consistency in emblem utilization throughout channels

You possibly can guarantee your logos are high-resolution by creating them at a bigger width (in pixels), and a bigger top (in pixels), and in an acceptable image format. GIFs or PNG-8s are appropriate for logos with stable colors, JPEGs or PNG-24s are appropriate for logos with graduated colors or pictures. SVGs are appropriate for logos with stable or graduated colors.

Implementation: E-mail

  1. Create your emblem at 200% of its meant dimension. Creating your emblem at this dimension will guarantee it seems sharp and crisp on high-definition shows, such because the Apple Retina show when diminished to its meant dimension.
  2. Save your emblem in an acceptable picture format (GIF or PNG-8 for logos with stable colors, JPEG or PNG-24 for logos with graduated colors or pictures).
  3. Specify the meant dimension of your emblem in your HTML and CSS. Within the picture attribute HTML, the width and top (e.g. img width="200" top="100"). Within the picture inline CSS, the width as 100%, the max-width (its meant width), and the peak as auto (e.g. model="width:100%; max-width:200px; top:auto;"). Specifying the CSS on this method ensures the emblem will show at its meant dimension, however will then cut back additional in dimension to suit the width of smaller shows in the event that they’re too small to show it at its meant dimension.
Schuh logo.
Schuh emblem at its precise dimension (High). Schuh emblem at its meant dimension (Backside).

Implementation: Net

  1. Save your emblem within the SVG picture format.
  2. Specify the meant dimension of your emblem in your HTML and CSS. Within the picture attribute HTML, the width and top (e.g. img width="200" top="100"). Within the picture inner CSS, the width as 100%, the max-width (its meant width), and the peak as auto (e.g. .emblem {width:100%; max-width:200px; top:auto;}). Specifying the CSS on this method ensures the emblem will show at its meant dimension, however will then cut back additional in dimension to suit the width of smaller shows in the event that they’re too small to show it at its meant dimension. Because the SVG picture format is a vector picture format, so long as the unique picture is of ample high quality, it should stay sharp and crisp when elevated and decreased in dimension.

In case you ever revise your emblem, you’ll want to replace every model on e mail and net. Creating grasp variations, and putting them in a grasp code snippet will allow you to replace as soon as, and apply all over the place.


Guaranteeing colors are constant in all fairness straight-forward, so long as you’re utilizing hexadecimal, the supported colour code format for e mail and net, and making use of it utilizing all six characters. On net, for some colors, it’s doable to abbreviate it to a few characters, utilizing a shortcut, when the primary three characters and the final three characters are the identical (e.g. #ffffffff; to #fff; or #ff0ff0; to #ff0;).

Instagram Sale Promo
Assured branding colors for Instagram Tales

On e mail, CSS must be utilized inline, particularly on textual content and hyperlinks, as there are some email clients, webmail clients and apps that don’t help inner CSS. The exception to that is if you’re styling parts you must model with inner CSS, equivalent to ghost tables, and parts styled by, or depending on @media queries, like net fonts. On net, you may apply CSS inline, although it’s finest to use it internally or externally.

Implementation: E-mail

  • Six-character hexadecimal (e.g. #000000;)
  • Inline CSS. Inner CSS to model parts inside ghost tables and parts depending on @media queries.

Implementation: Net

  • Six-character hexadecimal (e.g. #000000;). Three-character hexadecimal utilizing a shortcut (e.g. #000;) the place doable.
  • Inner CSS. Exterior CSS.

It’s vital to be aware of how the colors of on-line model parts will seem on ‘Darkish Mode’ on Apple gadgets or ‘Darkish Theme’ on Android gadgets. Darkish pictures on clear backgrounds might disappear, and tightly cropped pictures on white backgrounds might seem poorly executed and unfinished!

For consistency, I like to recommend designing on-line model parts to show on Darkish Mode and Darkish Theme, with out counting on code, as, as on the time of writing, each Darkish Mode and Darkish Theme are comparatively new, so that you’re more likely to see different outcomes throughout channels.


The best technique of attaining consistency with fonts is to make use of web-safe fonts, like Arial and Georgia. Net-safe fonts are pre-installed on most working methods, so it’s secure to imagine (therefore their title) that they’ll show on them.

Nonetheless, if in case you have web-safe fonts in your emails, and net fonts in your web site, the web model expertise might be inconsistent. On the time of writing, net fonts could be applied into e mail with CSS, utilizing WOFF (Net Open Font Format) net fonts. They’ll show on a number of Apple working methods, together with iOS, iPadOS and MacOS, which in December 2020, accounted for 53% of the global email market share – greater than Gmail, Outlook, Yahoo! Mail, Samsung Mail, Google Android, and mixed.

Net Fonts on Envato Parts

A subscription to Envato Parts offers you entry to 1000’s of the best web fonts. In case you’re a typeface fan, you want to check out our choice.

web fonts on Envato Elements
Web Fonts on Envato Elements

Nonetheless, your model might have greater than, or lower than, 53% of your recipients utilizing these working methods, so that you’ll need to specify an acceptable web-safe fallback font within the font stack for after they received’t show. You possibly can implement net fonts extra broadly on net after all, although you’ll want to make sure they’ll show on the browsers your model helps.

Google Fonts website.
Google Fonts are free, straightforward to implement, and as such, are utilized by manufacturers.

Implementation: E-mail

  • Net-safe fonts.
  • Net fonts (WOFF solely) (Restricted to iOS, iPadOS, and MacOS) utilized with CSS.

Implementation: Net

  • Net-safe fonts.
  • Net fonts (Choose net font out there as WOFF to make sure consistency with e mail) on browsers supported by the model.Secondary On-line Model Parts


Whereas not a branding aspect per se, you continue to must design buttons, so the recipient recognises them and is aware of what to do with them, wherever they’re on their on-line journey – e mail or net. Take into account their form (one thing I cowl later on this tutorial) and their symbols, equivalent to their chevrons and arrows.

It’s difficult to implement symbols as pictures in e mail buttons, so I’d advise utilizing entities as an alternative, like the appropriate arrow (→). As buttons are interactive parts, be aware of how they’ll look and behave, as a recipient rolls over or selects them. Implementing the styling for that is achieved with CSS on e mail and CSS and JavaScript on net.

Experian email featuring buttons.
Experian e mail that includes buttons.
Experian website.
Experian web site that includes constant button.

Implementation: E-mail

  • HTML, CSS (Together with CSS animation the place supported).

Implementation: Net

  • HTML, CSS, JavaScript.


In some ways, hyperlinks are like buttons, so comply with the identical “guidelines” for consistency. The distinction right here is how some e mail purchasers, webmail purchasers and apps drive styling onto them, making them inconsistent.

Blue hyperlinks as they’re recognized can current themselves when e mail purchasers, webmail purchasers and apps, override any inner CSS with default blue styling, which is able to undoubtedly not on be on model! You possibly can resolve this, although it requires totally different strategies for various e mail purchasers, webmail purchasers, apps and gadgets. A tutorial in itself! Nonetheless, listed here are a number of tricks to get you began.

Apple Mail

  1. Insert the next inner CSS: a[x-apple-data-detectors] {shade:inherit !vital;}


  1. Insert an ID of physique into the physique tag: <physique id="physique">
  2. Insert the next inner CSS: u + #physique a {shade:inherit !vital;}

Samsung Mail

  1. Insert the next inner CSS: #MessageViewBody a {shade:inherit !vital;}

Different Instances

  1. Insert a class of blueLink into the affected tag: <p class="blueLink">01234 567890</p>
  2. Insert the next inner CSS: .blueLinks a {shade:inherit !vital;}


Shapes play an element in branding, although attaining consistency could be difficult utilizing HTML and CSS. Creating something aside from a rectangle on e mail, inside a grid of rectangles introduces complexities. It’s doable to create rounded rectangles and even overlap one rectangle over one other, however these strategies demand a number of time and testing.

You possibly can create constantly rounded rectangles on buttons in case you’re prepared to take a position the time to develop a Microsoft Vector Markup Language (VML) button. Microsoft Outlook doesn’t help the CSS property border-radius, so utilizing border-radius will lead to any parts border-radius is utilized to, together with buttons, being rectangular on Microsoft Outlook, with out utilizing VML.

Fortunately Marketing campaign Monitor has a handy tool for creating VML buttons. Nonetheless, relying on what number of of your manufacturers’ recipients use Microsoft Outlook and your email design and development strategy, you could determine to just accept they received’t see rounded rectangles, however solely rectangular rectangles! All of it depends upon how vital that form is to your branding.

Campaign Monitor Bulletproof email buttons tool.
Marketing campaign Monitor ‘Bulletproof e mail buttons’ device.

Implementation: E-mail

  • CSS: Rounded corners with border-radius (No help on some e mail purchasers, together with Microsoft Outlook).
  • VML: Rounded corners on buttons could be created simply with VML and border-radius, utilizing Marketing campaign Monitor’s ‘Bulletproof email buttons’ tool.

Implementation: Net

  • CSS: Rounded corners with border-radius.Compromising on consistency

As we’ve seen, there are events the place it could be essential to compromise on consistency, the place the price of consistency is excessive by way of effort and time. The query is, do you, or don’t you settle for the compromise? It’s a matter of how a lot the compromise impacts the integrity of your branding.

In case your recipients primarily use Microsoft Outlook, and your branding utilises a number of rounded rectangles, it could be price investing the time to create rounded rectangles utilizing VML.

In case your recipients primarily use iOS, then it received’t be, and you will have to just accept the compromise of getting rectangular rectangles for any recipients utilizing Microsoft Outlook.

Lastly: Formulate an E-mail Design and Improvement Technique

Understanding HTML and CSS help throughout e mail purchasers, webmail purchasers, and apps will, in flip, allow you to obtain tighter consistency throughout e mail and net, and allow you to in any choices it’s good to make on compromise. Formulate an email design and development strategy.

Formulating an e mail design and growth technique will allow you to perceive what e mail purchasers, webmail purchasers and apps your recipients are utilizing, so you may focus your efforts the place it issues. Such perception will result in a constant on-line branding expertise to your recipients, as they go away your e mail, and arrive in your web site.

E-mail Improvement for Rookies

Study extra about e mail growth methods with our collection of e mail tutorials:

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