Brand Kit — Colors, Fonts and Voice

Your Brand Kit holds the basics of how your brand looks and sounds: its colors, its fonts and its voice. You add them once, and they’re there whenever you, your team or the AI create something.

• Your team has one place to find the right hex codes and font files.
• The AI reads your voice when it writes, and your colors and fonts when it makes designs, documents and emails.
• Your visual identity builds on it. Color roles and text styles can only pick from the colors and fonts in your Brand Kit.

Open your Brand Kit from the Kit tab at the top of any brand page. It has five parts, from top to bottom:

• Colors: your palettes and hex codes
• Fonts: your font groups, from Google Fonts or your own files
• Voice and tone: how your brand talks
• Visual style: a short description of how your brand looks
• Visual identity: the rules for using all of the above. It has its own guide, Visual Identity.

There’s no Save button. Everything saves as you go.

Quick start (5 minutes)

1. Open your Brand Kit.
2. Next to Colors, click + New palette. Click the + tile and type a hex code under the new swatch, like 1F2A44. Repeat for each brand color.
3. Next to Fonts, click + New group, then + Add font. Type a font name, like Playfair Display, and pick a weight.
4. Click into Voice and tone and describe how your brand talks. Click outside the box to save.
5. Optional: set up your Visual Identity at the bottom of the page.

Example: a bakery adds a palette named Main with cream (#FAF6EF), navy (#1F2A44) and coral (#E8674A). Its Headlines font group has Playfair Display Bold (700), and its Body group has Inter Regular (400).

During setup, an orange Required label sits next to Colors, Fonts and Voice and tone until each has something in it. The Kit counts as done once you have at least one color, one font and a voice description. See The setup checklist.

Colors

Colors live in palettes. A palette is a named group of colors, like Main, Accents or Christmas. Most brands need just one or two.

Add a palette and colors

1. Next to Colors, click + New palette. It’s called Color Group at first.
2. Click the name and type a better one, like Main. Press Enter to save.
3. Click the + tile to add a color. New colors start as white.
4. Set the color in either of these ways:
   • Click the swatch and pick a color.
   • Type the hex code in the box under the swatch, like E8674A. The # is added for you.

The color saves a moment after you stop changing it. The palette shows how many colors it has, like 3 colors.

Remove colors

• Click × under a swatch to remove that color.
• Click the bin icon on a palette to delete the whole palette and all its colors.

Click Delete to confirm. There’s no undo.

Good to know:

• Hex codes need all 6 characters, like 1F2A44. Short codes like FFF aren’t saved.
• Removing a color also removes it from any color role in your visual identity. To adjust a brand color, change its hex code instead. Its color role stays in place and uses the new shade.
• A palette with no colors doesn’t count toward setup, and the AI ignores it.

Fonts

Fonts live in font groups, like Headlines and Body. Each row in a group is one font in one weight.

Add a font group and fonts

1. Next to Fonts, click + New group. It’s called Font Group at first. Click the name to rename it.
2. Click + Add font at the bottom of the group.
3. In the name box, type the font’s name, like Inter. Google Fonts names are suggested as you type.
4. In the weight menu next to it, pick a weight: Light (300), Regular (400), Italic (400), Medium (500), Medium italic (500), Semibold (600), Bold (700) or Bold italic (700).

The row shows a preview, “The quick brown fox jumps over the lazy dog”, in that font and weight. Changes save when you click outside the box.

Example: a Headlines group with Playfair Display Bold (700), and a Body group with two rows: Inter Regular (400) and Inter Bold (700).

Good to know:

• One row per weight. To use regular and bold, add two rows with the same name and pick a different weight in each.
• New rows copy the group’s first font. When you click + Add font in a group that already has a font, the new row gets the same name, so you only change the weight.
• A brand-new group’s first font is called Roboto. Type the name of your font instead.
• Remove a font with the × at the end of its row. Delete a whole group with the bin icon next to its name. Click Delete to confirm. Any text style that used a removed font is left without one, so pick a new font there.

Upload your own font

If your font isn’t on Google Fonts, for example a font you bought or one made for your brand, upload the file.

1. Add a font row and type your font’s name, like Sunrise Sans.
2. You’ll see “Not a Google font, upload the file” and an upload icon at the end of the row. Click the upload icon (Upload font file).
3. Pick the file. TTF, OTF and WOFF files up to 10 MB work.

Orsa reads the weight and style from the file and sets the weight menu for you. The preview switches to your uploaded font.

Once a file is uploaded, the row has two more icons:

• Download font file opens the file so you can save it, handy for a teammate or designer who needs it.
• Replace font file swaps in a new file, for example an updated version.

Good to know:

• WOFF2 files aren’t supported. If you only have WOFF2, convert it to TTF or WOFF first.
• Upload each weight you use. A regular file and a bold file are two rows, each with its own upload.
• Fonts whose name matches a Google font load from Google Fonts automatically. They have no upload icon.

Voice and tone

Voice and tone describes how your brand talks: its personality, the words it likes, and the ones it avoids. The AI reads it whenever it writes for your designs, documents, blogs, marketing emails and transcripts.

1. Click into the Voice and tone box. It asks: “How should your brand communicate? What personality should it convey?”
2. Write a few sentences.
3. Click outside the box to save.

Example: “Warm, cheerful and neighborly, like chatting with the baker over the counter. Short sentences. We say ‘fresh from the oven’, never ‘artisanal’. A little playful, never sarcastic. One emoji at most.”

For rules the AI must always follow, like “Never mention prices”, use the Playbook instead. Voice and tone sets the feel; the Playbook sets the must-dos and never-dos.

Visual style

Visual style is a short description of how your brand looks, for example photography or illustration, minimal or busy, rounded or sharp.

• If you use Visual Identity, you don’t need to write this yourself. The note under the box says “Updated automatically when you save your visual identity below.” Saving your color roles, text styles or any rules section in Visual identity rewrites this text, replacing what was there.
• If you don’t use Visual identity, write a sentence or two and click outside the box to save.

Example: “Bright natural-light photos of bread and people. Lots of cream space, navy serif headlines, one coral accent per post. Rounded corners.”

AI designs read this description when your brand has no visual identity set up. Blog designs read it too.

Suggestions from your website

During setup, if Orsa read your website, you may see AI Brand Assets Available at the top of the Kit. Click Preview to see what was found:

• Use Colors adds up to 5 colors as a new palette.
• Use Fonts adds the font names as a new font group (without font files).
• Use Voice & Tone fills in Voice and tone with the suggested text.

The box only shows while your brand is in setup. See Set Up Your Brand from Your Website for details.

How the AI uses your Brand Kit

Changes can take up to 15 minutes to reach Orsa AI and the AI tools. If you just updated your voice, wait a few minutes before generating again.

Ideas for using the Brand Kit

A business with seasonal looks. Keep your main colors in one palette and add a second palette for a season or campaign. Delete it when the campaign ends.

Example: a gift shop has a Main palette (sage #8FA98B, ivory #FBF8F1) and a Holiday 2026 palette (berry #9B1B30, gold #C9A227).

A brand with a custom font. Upload the regular and bold files once. Every teammate can download them from the Kit instead of hunting through email.

Example: a physio clinic uploads ClinicSans-Regular.ttf and ClinicSans-Bold.ttf into a Brand font group. A freelance designer downloads both with Download font file.

An agency handing over a brand. Fill in Voice and tone with real do’s and don’ts from the client’s style guide, so AI drafts sound like the client from the first try.

Example: “Professional but plain-spoken. Explain, don’t sell. Say ‘clients’, never ‘patients’. No exclamation marks.”

Tips for the best results

• Write a specific voice. “Friendly and professional” fits almost any brand. Words you use, words you avoid, sentence length and emoji habits give the AI much more to go on.
• Name your palettes and groups. The AI sees palette names, so Main and Accents tell it which colors matter most.
• Add every weight you use. Designs can only use the weights you’ve added. If your headlines are bold, add the bold weight as its own row.
• Use exact font names. Type the name exactly as Google Fonts or your font file spells it, like Playfair Display, not Playfair. Visual identity suggestions match fonts by name.
• Change a hex code instead of deleting a color. Deleting a color also removes its color role in your visual identity.
• Set up Visual identity next. Colors and fonts say what your brand uses; Visual Identity says how, and that’s what keeps AI designs consistent.

Common questions

My change didn’t save. Text and names save when you click outside the box or press Enter. Colors save a moment after you stop changing them. If you see “Something went wrong. Please try again.”, try again in a moment. A palette or group name can’t be left empty.

I typed a hex code but the color didn’t change. Hex codes need 6 characters, like E8674A. Three-character codes like FFF aren’t saved. Type FFFFFF instead.

I see “Not a Google font, upload the file”. The name you typed isn’t on Google Fonts. Check the spelling, or pick the name from the suggestions. If it’s your own font, click the upload icon and add the file.

I get “Upload a TTF, OTF or WOFF font file.” Only TTF, OTF and WOFF files work. WOFF2 doesn’t. Convert the file, then upload it again.

I get “The uploaded file is not a TTF, OTF or WOFF font.” The file has the right ending but isn’t a real font file. This happens with renamed or damaged files. Get a fresh copy from where you bought or downloaded the font.

My font upload fails with “Error uploading font”. Check the file is under 10 MB and try again.

There’s no upload or download button on my font. Fonts with a Google Fonts name load from Google and have no upload button. The Download font file button only appears once you’ve uploaded a file.

The preview shows the wrong font. The name may be misspelled, so a fallback font is shown. Pick the name from the suggestions as you type, or upload the file.

My Visual style text changed by itself. Saving color roles, text styles or rules in Visual identity rewrites Visual style to match. That’s expected. If you want your own wording, edit it again after you finish in Visual identity.

I don’t see AI Brand Assets Available. It only shows while your brand is in setup, and only if Orsa read your website. Add colors and voice by hand instead.

The Kit still shows Required. Colors needs a palette with at least one color in it. Fonts needs at least one font in a font group. Voice and tone needs some text. Click outside the box after typing so it saves.

I changed my voice, but the AI still writes the old way. Changes can take up to 15 minutes to reach Orsa AI and the AI tools. Wait a few minutes, then try again.