Branding your chat client

  • Release version: Australia
  • Updated March 12, 2026
  • 3 minutes to read
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    Summary of Branding your chat client

    This guide provides information on how to customize your chat interface in ServiceNow with your branding elements, such as company logos, bot avatars, color schemes, fonts, and support menus. It also outlines the accessibility for authenticated and unauthenticated users.

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    Key Features

    • Multiple Branding Configurations: You can create various branding configurations applicable to both web and mobile chat clients, allowing tailored experiences for different users.
    • Customizable Elements: Personalize your chat interface by uploading company logos, bot avatars, and selecting UI colors and fonts using Hex or RGBA values.
    • Support Menu Customization: Modify the support menu to include contact information and customize the visibility and icons of menu items.
    • Branded Bots: Create unique user profiles for branded bots and link them to specific configurations, enhancing your brand's presence in chats.

    Key Outcomes

    By implementing these branding features, ServiceNow customers can provide a cohesive brand experience in chat interactions, improve user engagement, and ensure that support information is readily accessible and visually aligned with their corporate identity. The ability to customize the chat interface enhances user satisfaction and strengthens brand recognition across various platforms.

    Customize your chat interface with your own brand, including company logo and bot avatar, UI color schemes, fonts, and the chat support menu displayed to your users.

    Note:
    For new customers onboarding from Vancouver onward, the chat widget is only accessible to authenticated users by default. To allow unauthenticated users to access the chat widget, enable Public access in Conversational Interfaces > Settings > General. For more information, see Enable public access to the chat widget.

    Multiple branding configurations

    You can create any number of branding configurations for an instance. These branding configurations apply to the web chat and mobile clients and don't apply to the Conversational Integrations for Slack, Microsoft Teams, Workplace by Facebook, and Facebook Messenger.
    Note:
    Branding for bots in the Conversational Integration with Microsoft Teams is available through the Microsoft Teams app customization feature. For details, see MS Teams branding for the conversational integration in Now Community. For information about branding bots in Slack, see Configure branding for your Virtual Agent bot in Slack.

    The default branding configuration includes the Virtual Agent bot, which has a ServiceNow avatar. If you want additional branded bots, create a user profile for each bot in the User [sys_user] table. Give your bot a unique user ID, name (for example, Acme), upload the photo (image) for your bot avatar, and make your bot active. For details on adding users to your instance, see Create a user.

    Once created, you then select the bot to be used in a configuration. A branded bot can be used in a single configuration or in multiple branding configurations.

    Supported branding items

    Conversational Interfaces provides a default branding configuration that you can customize. To change the default configuration, create other branding configurations, or modify the chat (support) menu, gather and prepare the following files and information:
    Organization images
    Images of company logos to be used in your chat windows. If you're using Virtual Agent, the images of avatars to be used for branded bots.

    Images must be in .jpg, .png, .bmp, .gif, .jpeg, .ico, or .svg file format. The images can be high resolution, but the image display is scaled based on the aspect ratio. Keep in mind that if chat is run in its own browser window, a thumbnail of the branding logo displays automatically in the browser tab.

    Colors and fonts
    Colors and fonts used for the various user interface items, such as chat bubbles, buttons, and notifications displayed.

    If you want to change the color of interface items, determine the Hex number or RGBA color for those items. When you specify the Hex or RBGA colors during configuration, you can immediately see your changes in the example chat window. To learn more about Hex numbers and RGB color specifications, see HTML Color Names (W3CSchools).

    Figure 1. UI items in the chat window
    UI features in the chat window include the logo, menu icon, avatar, bot bubble, timestamp, chat background, user bubble, etc.
    1. Logo and chat header
    2. Menu icon
    3. Avatar
    4. Bot bubble
    5. Timestamp
    6. Chat background
    7. User bubble
    8. Category background
    9. Link text
    10. Button background
    11. Input background
    Chat menu items
    Contact information for your support organization, such as support call hours, call center support phone number, and support email address. You can customize information in the support menu by adding or changing menu items, including the text and icons displayed. You can also control the visibility of the menu items (show or hide menu options).

    You can also change the default menu icons or add icons for new menu items. The icons must be in .svg file format. For better resolution, use a single-color icon.

    Figure 2. Chat menu
    The chat menu includes the menu title, menu icon, menu label, and a toggle switch to enable audible alerts.
    1. Menu title
    2. Menu icon
    3. Menu label
    4. Audible alert enabled for Virtual Agent chats
    5. (not shown) Wait time display if a live agent is available