Brand drift starts in email, not on the website

By EmailArt team

Design systems get maintained on the website because designers own the website. Nobody owns email signatures, so nobody notices when they drift.

Six months after a rebrand, the website is pristine and half the team is still sending emails with the old logo, the old tagline, and a phone number for a person who left in March. The signature is where brand consistency dies quietly.

The fix

Put signatures on the same release cadence as the rest of the brand system. When the palette changes, the template changes. When someone leaves, their signature gets pulled. When the CTA moves on, the CTA in the signature moves with it.

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