Shopify Branding: Set Your Brand Once, Use It Everywhere

Shopify branding starts in one settings page: Settings > General > Brand assets, where you upload your logos, colors, cover image, slogan and short description. Compatible themes, sales channels and apps read these assets automatically. Three places do not: checkout, customer notification emails and marketing email templates each have their own logo and color settings, so a consistent brand means visiting four settings screens, and checking the theme as a fifth place.

The brand asset settings and what each one feeds

Go to Settings > General, find Brand assets and click Manage.

Plan for the circle crop. If your logo is a wide wordmark, the square version shrinks it to a sliver inside a circle. Make a separate square mark (your initial, an icon, or the wordmark stacked) instead of uploading the wide logo twice.

Check every place a customer sees your brand

Upload the assets first, then go through each touchpoint. In the order a customer meets them:

1. The online store theme. Shopify says compatible themes pull brand assets into their theme settings automatically. If your logo does not appear, open the theme editor, go to Theme settings > Logo and use Connect dynamic source to link it to the brand logo. Some custom and older vintage themes are not compatible, and there you upload the logo in the theme itself. Fonts are a theme setting, so choose them here.

2. Social profiles and sales channels. Channels and apps that use Shopify’s Brand API sync the assets as their default. The square logo is the one that appears as a profile picture on social channels, and the cover image on profile pages.

3. Checkout. Checkout does not read brand assets. Go to Settings > Checkout, click Edit next to your checkout configuration, and open the Settings sidebar in the editor. Set the Logo (with Width and Alignment), the Color palette, header, main and order summary backgrounds, the accent and button colors, and the Typography for headings and body. Match the button color to your store’s main button so the last step does not look like a different site.

4. Order and shipping notifications. Customer notification emails are configured separately on the Notifications page in Settings, where you can customize them with your logo and brand colors. Send yourself a test order confirmation to see the result.

5. Marketing emails. Shopify Messaging has its own template branding, which by default matches your Brand settings and the store name in your general settings. To change it, go to Apps > Messaging > Templates > Manage branding. Messaging supports only web-safe fonts, so your theme font may not carry over, and Shopify asks for a contrast ratio of at least 4.5:1 for text such as the unsubscribe link.

Once all five match, a customer who clicks an Instagram ad, buys, gets a confirmation and later opens a newsletter sees the same logo and colors at each step.

Logo and color basics that save rework

• Design for small sizes first. Your logo appears at full width in the header and as a small square in a social avatar. Test both before you upload.
• Pick colors with a job. A primary color for your brand, an accent for buttons and links, and a contrasting color that stays readable on both. If you choose a pale brand color, it should not be the color of your “Add to cart” button text.
• Write the slogan last. It has 80 characters and appears where people have not seen your store yet. Say what you sell before you say what you believe.
• Keep one source. When you rebrand, change Brand assets first, then the four places above. Keeping a written list of your colors (HEX codes), fonts and logo files is the start of a style guide; our guide to building a brand style guide goes further.

The words behind the visuals are covered in our guide to brand storytelling for Shopify stores, and if you are still choosing a theme, see our Shopify themes for beauty stores as an example of how to compare them. More guides are in the marketing and SEO hub.

Frequently asked questions

Where do I change my logo in Shopify? Upload it under Settings > General > Brand assets > Manage. Compatible themes pick it up automatically; checkout and notification emails have their own logo settings, so update those too.

What size should a Shopify logo be? Shopify asks for a PNG or JPEG at least 512 pixels wide for the default logo, and recommends at least 512 x 512 pixels for the square logo, which may be cropped to a circle.

Why doesn’t my logo show at checkout? Checkout doesn’t use brand assets. Set the checkout logo in Settings > Checkout, by editing your checkout configuration and choosing the image in the Logo section of the editor’s settings.

Can I use different branding for one email campaign? Shopify Messaging template branding sets the default for all campaigns, and you can customize an individual email, for example a holiday campaign, without changing the default.

Shopify facts come from the Help Center pages on brand assets, checkout styling and Shopify Messaging, read on October 23, 2026.