--- title: "Aesop brand guidelines: logo, colors and fonts | Rainbrand" description: "Aesop’s logo, colors (#FFFEF2, #333333, #000000), fonts (Suisse Int’l, Zapf Humanist 601), voice, and dos and don’ts, with a Brand Skill for your agents." url: "https://www.rainbrand.com/brand-guidelines/aesop/" --- (Brand guidelines) // Beauty and personal care # Aesop brand guidelines Aesop’s logo, colors, fonts, voice, and dos and don’ts, from the Brand Skill Rainbrand built from aesop.com. [Download the Brand Skill](https://www.rainbrand.com/brand-guidelines/aesop/aesop-brand-skill.zip) ![Aesop wordmark](https://www.rainbrand.com/_next/image?url=%2Fbrand-guidelines%2Faesop%2Faesop-wordmark.png&w=3840&q=75&dpl=dpl_8zv7npXJR9sMH7dgRdivLL1jQMCy) - Warm off-white #FFFEF2 - Soft charcoal #333333 - Black #000000 - Warm neutral #D4D3CA ## About Aesop Aesop makes skin, hair, body, fragrance and home formulations with meticulous attention to efficacy, sensory pleasure and considered design. Its identity brings together utilitarian, modest forms; a thoughtful, literary voice; and an enduring interest in how products and places relate to their surroundings. ## Aesop logo - ![Aesop wordmark](https://www.rainbrand.com/_next/image?url=%2Fbrand-guidelines%2Faesop%2Faesop-wordmark.png&w=3840&q=75&dpl=dpl_8zv7npXJR9sMH7dgRdivLL1jQMCy) Wordmark · PNG [Download Aesop wordmark](https://www.rainbrand.com/brand-guidelines/aesop/aesop-wordmark.png) - ![Aesop wordmark in white](https://www.rainbrand.com/_next/image?url=%2Fbrand-guidelines%2Faesop%2Faesop-wordmark-2.png&w=3840&q=75&dpl=dpl_8zv7npXJR9sMH7dgRdivLL1jQMCy) Wordmark · PNG [Download Aesop wordmark in white](https://www.rainbrand.com/brand-guidelines/aesop/aesop-wordmark-2.png) Use Aesop’s own wordmark as the primary brand signature, in black or white to suit the background. Keep the artwork clear and intact; do not treat photography, product labels or partner marks as logos. ## Aesop colors - Warm off-white Page background HEX #FFFEF2 Copy HEX RGB 255, 254, 242 Copy RGB - Soft charcoal Text HEX #333333 Copy HEX RGB 51, 51, 51 Copy RGB - Black Wordmark HEX #000000 Copy HEX RGB 0, 0, 0 Copy RGB - Warm neutral Dividers and secondary surfaces HEX #D4D3CA Copy HEX RGB 212, 211, 202 Copy RGB - Muted grey Secondary text HEX #8C8C86 Copy HEX RGB 140, 140, 134 Copy RGB ## Aesop fonts - Suisse Int’l Headings · 400, Body · 400, Buttons · 400 - Zapf Humanist 601 Editorial headings and quotes Font names only. The Brand Skill download doesn’t include font files. ## Aesop’s voice Write with measured intelligence and sensory specificity. Aesop’s voice is literary without becoming obscure: it can turn a product introduction into a small invitation to think, while remaining informative about ingredients, function and use. Pair evocative language with clear, grounded explanation. Use natural, considered sentence rhythms and occasional dry wit; avoid generic hype and unsupported claims. - “A sincere interest in intelligent and sustainable design extends to every aspect of Aesop’s workings” - “Scents for the nose, stories for the mind” - “Each fragrance a fable. Each fable a question. Each question an invitation to pause and ponder” - “A fable about imperfection told through scent, it creates an accord of Pure Air via Geranium, Lavandin and Rosemary, grounded by the textured warmth of Nutmeg” - “A respectful response to function and setting” ## Dos and don’ts ### Do - Keep the Aesop wordmark clear, intact and appropriately placed. - Use the muted, earthy palette with restraint; let product and editorial imagery bring in additional color. - Make products and packaging look functional, modest and carefully considered. - Connect sensory language with clear information about product character, function or use. - Use literary ideas and considered detail to invite thought without obscuring the message. - Treat architecture and environments as responsive to local context and what is already present. - Make sustainability statements specific to the relevant formulation, package or initiative. ### Don’t - Don’t distort, redraw or decorate the Aesop wordmark. - Don’t make the visual identity loud, ornamental or needlessly luxurious. - Don’t use generic botanical styling in place of a purposeful product or editorial idea. - Don’t rely on empty superlatives, hard-sell language or unsupported product claims. - Don’t let poetic copy obscure useful product information. - Don’t impose a design on a place when a locally responsive approach is appropriate. - Don’t make broad environmental or ethical claims that exceed Aesop’s stated commitments. ## More from the Brand Skill ### Design philosophy Design for function, setting and longevity. Aesop values utilitarian objects made with care, forms that are pleasing without excess, and spaces that respond to what is already there. For environments, work with local context and materials; make a thoughtful addition rather than an imposing statement. For products and communications, let clarity, material honesty and sensory detail work together. Aesop’s fragrance world pairs aromatic contrasts with narrative: botanical ingredients, an unexpected accord and a literary prompt can coexist in one experience. Keep these elements purposeful and connected, rather than using botanical decoration as a generic styling device. ### Brand-world imagery Build the visual world around thoughtful composition, sensory details and a sense of place. Aesop’s editorial imagery brings together products, botanical references, literature, art, architecture and everyday environments. Favor considered arrangements, tactile surfaces, nuanced light and purposeful negative space over generic luxury cues. Treat each image as a distinct editorial moment; do not force every composition into one fixed formula. ### Packaging and product imagery Show Aesop products as useful, carefully made objects. Packaging is minimalist and functional: bottles, tubes and jars are modest in form, with labels that remain legible and an emphasis on material, texture and proportion. Use product photography to reveal the formulation, vessel and context rather than adding decoration for its own sake. Amber bottles, dark caps, restrained typography and tactile cartons are recurring visual cues; product-specific packaging may vary. ### Sustainability Represent Aesop’s sustainability commitments accurately and specifically. Its stated principles include responsibly sourced, vegan formulations; opposition to animal testing; considered packaging; circularity through refill, reuse and recycling; and environmental and social responsibility. Avoid turning a particular material, program, certification or current target into a universal claim beyond its stated scope. Aesop describes its packaging as functional and modest, with attention to environmental impact. When discussing packaging, be precise about the particular vessel, material and recycling guidance rather than suggesting every component is handled the same way. ## Download Aesop’s Brand Skill A Brand Skill is a folder of brand guidance written for agents. Give it to Claude, ChatGPT, Cursor or another agent and ask it to follow Aesop’s guidelines. It starts at SKILL.md, which points to the right file for each task. This copy includes the guidance and logos. It leaves out the reference images and font files. [Download the Brand Skill](https://www.rainbrand.com/brand-guidelines/aesop/aesop-brand-skill.zip) aesop-brand-skill/ ├ SKILL.md ├ README.md ├ references/ │ ├ dos-and-donts.md │ ├ colors.md │ ├ design-philosophy.md │ ├ imagery-brand-world.md │ ├ voice.md │ ├ packaging-and-product-imagery.md │ ├ logo.md │ ├ sustainability.md │ └ typography.md └ assets/logos/ ├ aesop-wordmark.png └ aesop-wordmark-2.png Rainbrand’s Brand Agent built this Brand Skill from aesop.com on 30 Oct 2026. It isn’t Aesop’s official guide. Reviewed by Siddharth Borderwala, Founding Engineer at Rainbrand. Aesop and its logos are trademarks of Emeis Cosmetics Pty Ltd. Rainbrand isn’t affiliated with or endorsed by Emeis Cosmetics Pty Ltd. ## Make one for your brand. Add Rainbrand to your agent and give it your website, brand guide or files. Rainbrand builds a Brand Skill like this one and keeps it up to date. [Get started](https://www.rainbrand.com/auth/sign-in) [Read the docs](https://docs.rainbrand.com/mcp/getting-started) ### ChatGPT + Codex 1. Open the Rainbrand plugin and add it. [Open Rainbrand plugin](https://chatgpt.com/plugins/plugin_asdk_app_6ac6e5030ec88191a88001f6dc0628ca) 2. Connect your Rainbrand account when asked. It works in ChatGPT and in Codex. ### Claude 1. Open the Rainbrand connector in Claude and add it. [Open Rainbrand connector](https://claude.ai/customize/connectors?modal=add-custom-connector&connectorName=Rainbrand&connectorUrl=https%3A%2F%2Fmcp.rainbrand.com%2Fmcp) 2. Select Connect, then sign in to Rainbrand. You can also install the [Rainbrand Skill](https://docs.rainbrand.com/mcp/getting-started#standalone-rainbrand-skill) or the [plugin](https://github.com/rainbrandai/rainbrand-skills/releases/latest/download/rainbrand.claude-plugin.zip). ### Claude Code 1. Add Rainbrand's plugin marketplace in your terminal. ``` claude plugin marketplace add rainbrandai/rainbrand-skills ``` 2. Install the Rainbrand plugin, including its Skill and MCP connection. ``` claude plugin install rainbrand@rainbrand ``` 3. Start a new Claude Code session, then use /mcp to sign in to Rainbrand. You can also [connect with MCP](https://docs.rainbrand.com/mcp/getting-started#claude-code-installation-options) or install the [Rainbrand Skill](https://docs.rainbrand.com/mcp/getting-started#standalone-rainbrand-skill). ### Cursor 1. Add Rainbrand to ~/.cursor/mcp.json. ``` { "mcpServers": { "rainbrand": { "url": "https://mcp.rainbrand.com/mcp" } } } ``` 2. Sign in from the Cursor CLI. ``` agent mcp login rainbrand ``` You can also install the [Rainbrand Skill](https://docs.rainbrand.com/mcp/getting-started#standalone-rainbrand-skill) or the [plugin](https://github.com/rainbrandai/rainbrand-skills/releases/latest/download/rainbrand.cursor-plugin.zip). ### API 1. Create an API key in your account settings, then list your brands. ``` curl https://www.rainbrand.com/api/v1/brands -H "x-api-key: $RAINBRAND_API_KEY" ``` Integrating Rainbrand into your app? [Read the API docs](https://docs.rainbrand.com/api). ## More brand guidelines [See all brands](https://www.rainbrand.com/brand-guidelines/) - [Byredo brand guidelines](https://www.rainbrand.com/brand-guidelines/byredo/) Beauty and personal care - [Diptyque brand guidelines](https://www.rainbrand.com/brand-guidelines/diptyque/) Beauty and personal care - [Glossier brand guidelines](https://www.rainbrand.com/brand-guidelines/glossier/) Beauty and personal care The brand layer for agents. Rainbrand builds and maintains shared brand context for your agents and products. [Get started](https://www.rainbrand.com/auth/sign-in) [Read the docs](https://docs.rainbrand.com/)