Bloom is now Rainbrand

(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
Apple logo in black
  • 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.

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
    RGB

  • White

    Page backgrounds, and text on dark backgrounds

    HEX
    RGB

  • Light gray

    Section and tile backgrounds

    HEX
    RGB

  • Black

    Dark product backgrounds and the logo

    HEX
    RGB

  • Apple blue

    Buttons and calls to action

    HEX
    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

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.

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