How to Set Your Brand Color on a Wallet Loyalty Card
The brand color is the second-most visible thing on your loyalty card after your logo. It drives the pass background on Apple Wallet and the hero strip on Google Wallet, so picking a color that contrasts with white text is critical.
Where to change the brand color
Open More -> Branding in the merchant app. Below the logo upload you'll find the color picker. Enter a hex value (e.g. #2C8A4A) or use the picker UI. The preview updates live.
How the color is used on each platform
Apple Wallet
Your color becomes the entire pass background. Stamps render as filled and unfilled circles on top.
Google Wallet
Your color becomes the hero color strip behind the logo at the top of the card. The body of the pass is white.
Choosing a color that works
- Mid-to-dark colors (HSL lightness 30-50%) read best because pass text is white.
- Avoid pastel yellows and pale greens — white stamp circles disappear.
- High-saturation brand colors (deep green, navy, burgundy, espresso brown) photograph well in marketing shots.
Updating the color
Change it any time. All existing customer passes update via wallet push. Test the new color on one phone before announcing a rebrand.
Frequently asked questions
Related guides
Logo size, format, and placement requirements for Apple Wallet and Google Wallet loyalty passes — and the exact steps to upload one in Wallet Loyalty.
How a wallet loyalty pass behaves differently on iPhone and Android. Layout, push delivery, lock screen, and platform quirks explained.
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