--- title: "Apple brand guidelines: logo, colors and fonts | Rainbrand" description: "Apple’s logo, colors (#1D1D1F, #FFFFFF, #F5F5F7), fonts (SF Pro Display, SF Pro Text), voice, and dos and don’ts, with a Brand Skill for your agents." url: "https://www.rainbrand.com/brand-guidelines/apple/" --- (Brand guidelines) // Consumer technology # Apple brand guidelines Apple’s logo, colors, fonts, voice, and dos and don’ts, from the Brand Skill Rainbrand built from apple.com. [Download the Brand Skill](https://www.rainbrand.com/brand-guidelines/apple/apple-brand-skill.zip) ![Apple logo in black](https://www.rainbrand.com/_next/image?url=%2Fbrand-guidelines%2Fapple%2Fapple-logo.svg&w=3840&q=75&dpl=dpl_8zv7npXJR9sMH7dgRdivLL1jQMCy) - Near black #1D1D1F - White #FFFFFF - Light gray #F5F5F7 - Black #000000 ## About Apple Apple is a technology company whose products, software, services, retail experience, and accessibility features are presented as one connected ecosystem. Its brand combines precise, product-led design with approachable, human-centered storytelling and a consistent emphasis on creativity, usefulness, privacy, and inclusion. ## Apple logo - ![Apple logo in black](https://www.rainbrand.com/_next/image?url=%2Fbrand-guidelines%2Fapple%2Fapple-logo.svg&w=3840&q=75&dpl=dpl_8zv7npXJR9sMH7dgRdivLL1jQMCy) Icon · SVG [Download Apple logo in black](https://www.rainbrand.com/brand-guidelines/apple/apple-logo.svg) The Apple logo is the bitten apple on its own, with no wordmark beside it. Show it in one solid color, black on light backgrounds and white on dark ones, and give it generous clear space. Keep its recognizable silhouette intact; do not redraw, distort, or add effects that change its form. ## Apple colors - Near black Primary text HEX #1D1D1F Copy HEX RGB 29, 29, 31 Copy RGB - White Page backgrounds, and text on dark backgrounds HEX #FFFFFF Copy HEX RGB 255, 255, 255 Copy RGB - Light gray Section and tile backgrounds HEX #F5F5F7 Copy HEX RGB 245, 245, 247 Copy RGB - Black Dark product backgrounds and the logo HEX #000000 Copy HEX RGB 0, 0, 0 Copy RGB - Apple blue Buttons and calls to action HEX #0071E3 Copy HEX RGB 0, 113, 227 Copy RGB ## Apple fonts - SF Pro Display Headlines · 600 - SF Pro Text Body · 400 Font names only. The Brand Skill download doesn’t include font files. ## Apple’s voice Write with clarity, confidence, and warmth. Lead with a simple human benefit, then make the product advantage tangible. Keep sentences natural and direct; use occasional playful wordplay when it fits the idea rather than forcing a joke. Make claims precise and contextual. Qualify pricing, performance, eligibility, and availability where relevant; do not turn a conditional or product-specific claim into a universal promise. - “The magic of Mac at a surprising price” - “Thin. Fast. Powerful and portable” - “Privacy. That’s Apple” - “The best technology is designed with everyone in mind” - “Apple Vision Pro seamlessly blends digital content with your physical space” - “Great powers come with great privacy” ## Dos and don’ts ### Do - Lead with the product or service benefit in plain, confident language. - Pair polished product presentation with people using technology in believable settings. Show varied ages, abilities, and learning contexts with dignity and agency. - Keep digital interfaces legible and recognizable when they are part of the story. Use real product experiences as the visual proof point. - Set headlines in SF Pro Display and body copy in SF Pro Text, on white, light gray or black grounds that leave the product center stage. - Make room for accessible experiences and inclusive design in the visual concept and the copy. ### Don’t - Don’t distort, redraw, outline or recolor the Apple logo, or add a wordmark beside it. - Don’t crowd the product or identity with unnecessary visual clutter; Apple’s product storytelling centers the device and its use. - Don’t use exclusionary portrayals or frame accessibility as an afterthought. - Don’t make performance, pricing, privacy, or availability claims broader than the stated context supports. - Don’t force puns or superlatives into every headline; keep playful language purposeful and clear. ## More from the Brand Skill ### Visual style Favor clean, spacious compositions with the product as the focal point. Use refined lighting, considered negative space, crisp detail, and simple backdrops to make industrial design, materials, color, and scale easy to appreciate. Product-led layouts can alternate with images of people naturally engaging with the product. Present color and finish faithfully. Apple product imagery commonly shows devices from clear, purposeful angles, sometimes in orderly groups or floating configurations that emphasize form and range. Use saturated color, motion, or dramatic imagery when it serves a product feature or campaign idea. Keep the product and core message clear. ### Identity and home imagery Apple’s identity and homepage visuals bring together brand marks, campaign styling, and Apple’s own product and service presentation. Keep Apple-owned identity and product-marketing imagery distinct from editorial entertainment and app-store tiles. ### Education and accessibility imagery Apple’s education imagery centers learners, educators, collaboration, creative work, and real classroom contexts. Accessibility imagery should show people with agency using assistive features and devices, with natural and respectful representation. Product screens and feature demonstrations are part of the Apple experience. ### iPad and iPhone imagery Show iPhone and iPad as carefully finished objects and as intuitive, capable experiences. Balance close product views, expressive color, human interaction, and product screens that demonstrate real features. Show Apple interface screens faithfully, including feature walkthroughs and accessibility views. ### Mac imagery Mac imagery combines faithful product views with colorful finishes, people working and learning, and clean screen views that demonstrate practical workflows. Show macOS and app screens faithfully as part of Apple product-experience imagery; keep third-party app content inside its device context. ### Newsroom imagery Apple’s newsroom uses product-led editorial photography and clean news-card layouts to present launches, people, and company activity. Keep Apple’s editorial material visually distinct from third-party show, event, or partner creative. ### Trade-in imagery Apple Trade In imagery makes the service feel straightforward and reassuring. It shows devices, simple process steps, customer support, privacy, reuse, and recycling. Keep the service’s own branded presentation distinct from third-party devices shown as eligible trade-ins. ### Vision and audio imagery Apple Vision Pro imagery translates spatial computing into familiar human activities: work, entertainment, memory, communication, and interaction with real space. Product interface imagery is essential to explain how content occupies a room. AirPods imagery uses movement, listening, and sound as visual cues while keeping the hardware recognizable. ## Download Apple’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 Apple’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/apple/apple-brand-skill.zip) apple-brand-skill/ ├ SKILL.md ├ README.md ├ references/ │ ├ colors.md │ ├ logo.md │ ├ typography.md │ ├ visual-style.md │ ├ dos-and-donts.md │ ├ imagery-identity-and-home.md │ ├ voice.md │ ├ imagery-education-and-accessibility.md │ ├ imagery-ipad-and-iphone.md │ ├ imagery-mac.md │ ├ imagery-newsroom.md │ ├ imagery-trade-in.md │ └ imagery-vision-and-audio.md └ assets/logos/ └ apple-logo.svg Rainbrand’s Brand Agent built this Brand Skill from apple.com on 30 Oct 2026. It isn’t Apple’s official guide. Reviewed by Siddharth Borderwala, Founding Engineer at Rainbrand. Apple and its logos are trademarks of Apple Inc. Rainbrand isn’t affiliated with or endorsed by Apple Inc. ## 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/) - [Daylight brand guidelines](https://www.rainbrand.com/brand-guidelines/daylight/) Consumer technology - [Google brand guidelines](https://www.rainbrand.com/brand-guidelines/google/) Consumer technology - [Nothing brand guidelines](https://www.rainbrand.com/brand-guidelines/nothing/) Consumer technology 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/)