Completely hide DatoCMS branding from clients (100% white label)

In order to give clients the maximum feeling of “bespoke”-ness, I’d like to completely control the branding throughout the whole CMS experience. We can already do this to 95%, by adding custom admin domain and CMS colours/logos. However, I’d like the extra 5% to:

  • Don’t require clients to create a general DatoCMS account. Rather, they can create a login only and specifically for their single project.
  • e.g. I could add an unnamed collaborator, then copy a special link which can be used once to create an account for that project only, and email this to my client.
  • Account emails (e.g. forgot pw) can be set to come from my domain, or from the customer’s domain, rather than; or eliminate the need for account emails
  • Disable “What’s new” popup for the client - can only confuse them
  • Disable Profile and Billing account links if the client has a “project only” account
  • Disable Docs and Support links - can only confuse them
  • Disable Chat
  • Even better, keep Support/Chat, but these are redirected to me rather than to DatoCMS

Basically I want to streamline the experience for the client as much as possible, avoid anything that could confuse them, and retain total control of the client relationship.

I second this.

I’ve had confusion with clients over the “What’s New” popup and the DatoCMS logo at login.

The main selling point for a headless is the custom built aspect of the solution your provide and when clients see “DatoCMS” it complicates their understanding of what is exactly going on. Trying to explain a headless CMS to a non-technical person is a discussion most developers and engineers alike tend to avoid.

I understand from a company perspective why Dato applies their subtle branding but accounts on the paid solutions shouldn’t be subject to it. One of the main selling points for me and I’m sure many others was the whitelabel aspect:

We don’t want to get in the way: your editors will hardly notice the presence of a third-party CMS.

But they do and they all get confused.


I’d like to know if this is on the cards or if it has been abandoned after the move to global Dato user accounts. I don’t care as much about it from a branding perspective (though I would pay more for 100% white label on some projects), my concern is mainly my clients’ UX.

Here is a verbatim email from a client who had just had a 1h Skype screenshare call where I introduced them to Dato and walked them through how to edit their content. After receiving the Dato invite email, they wrote:

On Fri, Jan 3, 2020, at 4:24 PM, _ wrote:

> Hi _!
> Did you send us this? We cant work out what it's for...

White labelling isn’t just a high-end extra for agencies who want to offer a product under their own name (and when it is, by all means charge accordingly). It’s also a key UX piece for smaller or less tech savvy clients. In my experience as an agency developer, using a headless CMS and static site is great from a maintenance point of view down the line, but you have a ton of work ahead of you to explain to clients how it works conceptually, let alone when they’re looking at something with third-party (from their point of view) branding.


Agreed, I should have stated more clearly above that my primary motivation for this feature request is client UX and not having to explain a further concept to less technical clients.


Thank you very much @convincible @nicos and @webworkshop for your insights. They are very useful to us!

I see your point and I generally agree with your views, but we’ve recently changed to this approach. You can read more details here:

So yes, we are less white label than before, but this change has reduced quite a lot the confusion for the users that do know about Dato and were trying to log in multiple projects. We are hearing now these requests from developers like you but we have close to zero reports from editors that cannot login or understand what’s going on. They ask you directly, which we think it’s better than asking us as it’s a wast for us and it doesn’t really make sense.

So, we’ll surely discuss more internally what you are suggesting as they are good suggestions, we just need to find a way to make it work for developers, editors and us as well :slight_smile:

We’ll think about something :wink:

Unfortunately, my firm will have a tough time choosing DatoCMS until we can 100% whitelabel all branding for all of the reasons spoken prior.

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A passing thought, as this continues to be a pain point for me, and by the looks of things, others too.

You could offer a full white label option that’s still compatible with universal accounts. Say newly-invited users first enter their email address rather than explicitly choosing a sign up/sign in option. If the entered email already has a Dato account (or if by some other mechanisms such as cookies or local data, you establish that this user most likely has a Dato account), you could offer to log them in. For example: “We’re using Dato behind the scenes to provide our content management solution. It looks like you already have a Dato account, would you like to connect your existing account to #company for easy access, or create a new one with a different email address?”

I understand the problem, but I think it’s solvable on the front end as a UX piece, and doesn’t fundamentally conflict with your architecture (which, as I’ve posted numerous times online, I think is great!)

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Thank you again for the suggestions @webworkshop

Currently there’s only one way to go full white label, is to use SSO

So that you get rid of all the invite emails and the dashboard login. If that makes sense. We offer that only on Enterprise plans at the moment, but if you are interested please be in touch at so that we can discuss this further.

Thanks @mat_jack1. You’re right that if we want to skip DatoCMS login process then SSO is the only option.

However, white-label is more about the visible branding not the actual process, if you see what I mean?

Really, the key changes that this feature request requires are cosmetic. In particular:

  • Hide DatoCMS logo on login screen and in related account emails
  • Hide What’s New for non-admin users
  • Hide Docs/support/chat for non-admin users

The product is already 99% white-label in this respect. The DatoCMS brand still appears in a few places and that is the last 1%.

thanks @convincible makes sense. We’ll add that option for the Enterprise plan, that has already SSO integration option.