Shop identity: your logo, colors and the 7-day undo

The Shop Identity tab holds the visual half of your brand: a logo and four colors. Those feed your listing images, your delivery PDFs, your social assets and your Etsy banner.

The four colors, and the three you never pick

You set primary, secondary, accent and neutral.

From those, Elistit derives three working roles it uses when rendering anything:

Ink – text and borders
Paper – the light surface behind them
Highlight – the accent pop

You never choose those three directly, and they are recalculated every time you save a color. The derivation checks contrast as it goes, so text stays legible against whatever you pick. Choose a near-white primary and your ink will not quietly become unreadable.

Leaving a color blank

Blank colors are filled in for you from the derived palette rather than saved empty.

This is not tidiness. A blank primary renders as black on banners, slides and PDFs, so a half-filled palette produces something that looks broken rather than unbranded. Anything you have set yourself is never overwritten.

Your logo

Upload a PNG with a transparent background where you can. It is placed on your brand colors in several places, and a white rectangle around it will be visible in all of them.

The editor shows a checkerboard behind your logo so you can see at a glance whether the background is genuinely transparent.

Changing your brand does not rewrite the past

Listings, PDFs and social assets you already produced keep the brand they were made with. They are finished files, not live previews.

Change your colors and everything you make next uses them. To refresh something that already exists, regenerate that specific thing.

The 7-day undo

Refreshing your brand keeps a snapshot of the previous one for 7 days, and the editor shows a live countdown.

Within that window you can restore it in one step. After it, the snapshot is genuinely gone: the restore is refused rather than guessing at values, because a revert that invents a color is worse than no revert.

If you are about to experiment, that countdown is your safety net. If you are about to experiment a week from now, it will not be.

FAQ

Does changing colors cost credits? No. Editing your brand is free. Generating social assets from it can cost credits, which that tab explains.

Why did my banner not change when I changed a color? Banners are finished images, not live previews. Regenerate the banner to pick up new colors.

Can I set ink and paper myself? Not directly. They are derived so contrast is guaranteed. Setting the four source colors is what moves them.

I restored my brand and my logo did not come back. The snapshot covers your brand settings. Re-upload the logo if you replaced it.