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(Brand guidelines) // Travel and transport

Aman brand
guidelines

Aman’s logo, colors, fonts, voice, and dos and don’ts, from the Brand Skill Rainbrand built from aman.com.

Download the Brand Skill
ĀMAN wordmark
  • Warm ivory#F3EEE7
  • Charcoal#313131
  • Sand grey#E6E2DB
  • Black#000000

About Aman

Aman is a hospitality and lifestyle brand shaped by peace, privacy, thoughtful design and a deep connection to place. Its visual and verbal identity brings a sense of calm and belonging to experiences rooted in local culture, natural surroundings and gracious, personal service.

Use the ĀMAN wordmark as the primary identity, in black on warm ivory or white. Use the standalone Ā symbol where a compact mark suits better than the full wordmark.

Aman colors

  • Warm ivory

    Signature background

    HEX
    RGB

  • Charcoal

    Text and dark buttons

    HEX
    RGB

  • Sand grey

    Secondary backgrounds

    HEX
    RGB

  • Black

    Logo

    HEX
    RGB

  • White

    Text on images and dark backgrounds

    HEX
    RGB

Aman fonts

  • Lyon Text

    Headings · 400

  • Lyon Display

    Body · 300

  • Whitney

    Labels, navigation and calls to action · 300

Font names only. The Brand Skill download doesn’t include font files.

Aman’s voice

Write with quiet confidence, warmth and a sense of discovery. Let a destination’s landscape, culture and character lead; describe the Aman experience as personal, considered and restorative. Prefer evocative but precise language over loud claims or hard-sell urgency.

Use sensory detail and a measured rhythm. Make cultural references specific to the place and treat local heritage with respect. In wellness writing, frame renewal holistically around body, mind and spirit; in hospitality writing, emphasize attentiveness, privacy and ease.

  • “every Aman experience gently unfolds with simplicity and elegance providing an immediate sense of belonging”
  • “Discreet sanctuaries and spaces are sensitive and authentic to geography, design and cultural heritage”
  • “create environments that transition them seamlessly and instantly from the everyday, into a state of uncomplicated calm”
  • “Each property is shaped by Aman’s hallmarks: profound privacy, generous space and unrivalled access to extraordinary locations”
  • “Across the Aman world, discover new and noteworthy experiences that provide an authentic connection to the soul of a place”

Dos and don’ts

Do

  • Connect the visual story to its destination: let landscape, architecture, local culture and heritage inform the work.
  • Choose quiet, refined language and sensory details that make the experience feel personal and grounded in place.
  • Show serenity through considered design, natural materials, space and a close relationship with the surrounding environment.
  • Treat local customs, traditions and cultural references with specificity and respect.
  • Express wellbeing as a balance of body, mind and spirit, and service as anticipatory, respectful and selfless.

Don’t

  • Don’t make the brand feel loud, hurried, generic or overtly sales-led.
  • Don’t detach a destination from its landscape, cultural context or sense of place.
  • Don’t reduce wellness to physical performance alone; Aman’s wellness philosophy spans physical, mental and spiritual wellbeing.
  • Don’t use cultural motifs as interchangeable decoration; connect them meaningfully to the destination and its traditions.

More from the Brand Skill

Identity and destination imagery

Show Aman’s own environments and experiences: architecture in dialogue with its setting, natural materials, open space, water, gardens, landscape and culturally specific details. The visual mood is composed, intimate and immersive. Use destination imagery that conveys a genuine sense of place, from remote natural settings to considered urban sanctuaries.

Experiences and lifestyle imagery

Aman imagery can include its own hospitality, wellness, dining, journeys, celebrations, residences and lifestyle products. Keep each scene rooted in the brand’s sense of place and quiet refinement; preserve authentic product and experience imagery as visual reference.

Property imagery

Present Aman properties as considered sanctuaries in their specific landscapes. Architectural forms, natural materials, water and vegetation should feel connected to the place. Interior and exterior scenes, guest experiences, dining and wellness are all part of the property’s visual world.

Download Aman’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 Aman’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

aman-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ dos-and-donts.md

│ ├ colors.md

│ ├ typography.md

│ ├ voice.md

│ ├ imagery-identity-and-destinations.md

│ ├ imagery-experiences-and-lifestyle.md

│ ├ imagery-properties.md

│ └ logo.md

└ assets/logos/

├ aman-wordmark.svg

└ aman-icon.svg

Rainbrand’s Brand Agent built this Brand Skill from aman.com on 30 Oct 2026. It isn’t Aman’s official guide. Reviewed by Siddharth Borderwala, Founding Engineer at Rainbrand.

Aman and its logos are trademarks of Aman Group S.a.r.l. Rainbrand isn’t affiliated with or endorsed by Aman Group S.a.r.l.

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