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(Brand guidelines) // AI

Claude brand
guidelines

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

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About Claude

Claude is Anthropic’s AI collaborator for thinking, creating, and getting real work done. Its brand pairs a thoughtful, human-centered voice with practical capability: help people tackle ambitious work while keeping them in control of the result.

Claude’s identity includes a wordmark and standalone symbol marks. Use the wordmark as the default logo when the name needs to be clear; use a standalone symbol when a compact mark is appropriate. Keep these distinct from product icons and interface imagery.

Claude colors

  • Warm terracotta

    Accent

    HEX
    RGB

  • Warm off-white

    Light background and inverse text

    HEX
    RGB

  • Near-black

    Primary text and primary button background

    HEX
    RGB

  • Pale stone

    Borders and secondary-button outline

    HEX
    RGB

  • Muted gray

    Link text

    HEX
    RGB

  • Soft gray

    Link underline

    HEX
    RGB

Claude fonts

  • Anthropic Serif

    Editorial headings and body · 400

  • Anthropic Sans

    Interface and controls · 400

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

Claude’s voice

Write as a thoughtful, capable collaborator. Use direct, conversational language that makes ambitious work feel approachable. Lead with the useful outcome, explain what Claude helps people do, and make room for human judgment and review.

Claude’s own copy includes phrases such as “Hand Claude a task, not just a question. Tackle routines, tangled ideas, and big projects.” and “You’re the designer, start to finish.”

It also describes Claude as “a helpful, intuitive, and powerful collaborator you can put to work on real tasks, not just questions.”

  • “Hand Claude a task, not just a question. Tackle routines, tangled ideas, and big projects”
  • “You’re the designer, start to finish”

Dos and don’ts

Do

  • Use the wordmark or standalone symbol as the brand identity, with enough space and clarity for the mark to read.
  • Build visual work around Warm terracotta, Warm off-white, Near-black, and the supporting neutral palette.
  • Use Anthropic Serif for editorial emphasis and Anthropic Sans for interface elements.
  • Write directly and conversationally; show the real task Claude can help someone accomplish.
  • Keep people visibly in control of decisions and final review.

Don’t

  • Treat product icons, interface symbols, or decorative backdrops as substitutes for the wordmark or standalone identity marks.
  • Replace the warm, restrained palette with unrelated colors as the dominant identity.
  • Make the voice sound like a detached technical manual when speaking to people about their work. Claude’s public copy is conversational and outcome-oriented.
  • Promise that Claude’s work needs no review; present it as work people can steer, edit, and approve.

Claude imagery

57 images from claude.com, in 2 files of the Brand Skill. Each file starts with its guidance, then shows the images it refers to.

Brand imagery

12 images

Keep Claude’s own brand and product imagery distinct from customer and partner identities. These images show brand backdrops and site-level promotional treatments; preserve their original role when drawing on them for creative work.

  • A minimalist logo centered on an off-white background features a terracotta-colored, hand-drawn asterisk or starburst icon with rounded, irregular arms.
  • A man seen from behind sits deeply focused at a chaotic desk overflowing with towering stacks of books and loose papers.
  • A minimalist, hand-drawn illustration depicts a single black-outlined hand placing a white rectangular block onto a stack of bricks.
  • A hand-drawn black outline of a modern building with a slanted roof is centered on a warm, terracotta orange background.
  • A minimalist logo for "Claude" features the brand name in a bold, black serif typeface against a warm cream background.
  • A minimalist graphic icon featuring a thick, black loopy line resembling a double-loop doodle or the handwritten letters 'ee'.
  • A flat, geometric graphic composed of three overlapping, rounded-corner parallelograms that form a large triangle with an empty triangular space in the center.
  • A bold black graphic of a stylized flower or pinwheel, composed of seven pointed, petal-like shapes radiating from a central core.
  • A grainy wide-format triptych collage features three distinct visual textures.
  • A vibrant wordmark logo featuring the word "Lovable" in a bold, white sans-serif typeface.
  • The GitLab logo features a stylized orange and red fox head icon to the left of the word 'GitLab' in a bold, white sans-serif font.
  • A horizontal corporate logo features a stylized purple '1' overlapping a blue and teal gradient circle that doubles as the start of the word 'CLOUDS' in…

Product experience imagery

45 images

Preserve screenshots and visuals of Claude’s own product experience. They can guide future product, web, and campaign work. Keep the original interface context intact when reusing them.

  • A dark serif headline reads "Introducing Claude Managed Agents" atop a soft lilac background with subtle, organic wavy lines.
  • Three rounded vertical white rectangles are aligned horizontally on a pale lavender background, each featuring a centered icon and label.
  • A profile-view photograph captures a middle-aged man with salt-and-pepper hair and a groomed beard, gazing pensively into the distance.
  • A focused man with curly hair works on a laptop in a dimly lit, dark room, with the cool glow from the screen illuminating his face.
  • A woman with long dark hair, wearing a white blouse, is seen from behind as she works at a modern office desk.
  • A tight, low-angle cinematic portrait of a young woman with a neutral, steady gaze.
  • A focused man in a black t-shirt is seen from behind and the side, pensively holding a pen to his chin as he looks at a wall cluttered with papers and charts.
  • A close-up, dimly lit cinematic photograph of a person with short dark hair and large, translucent-rimmed glasses looking down in a focused manner.
  • A close-up portrait of a woman with dark hair in a bun and blunt bangs, staring thoughtfully off-camera with a serious expression.
  • A close-up profile shot of an older Black woman with short, graying curly hair, captured in a moment of quiet contemplation.
  • A close-up, profile-view photograph of a man with dark, curly hair and a trimmed mustache looking off-camera.
  • A close-up profile shot captures a man with dark, slicked-back hair and a trimmed beard as he focuses intently on a clear glass board.
  • A close-up, low-angle photograph of a Black man with an afro, beard, and round wire-frame glasses looking thoughtfully upward.
  • A cinematic profile shot of a man with short textured hair and a beard, wearing wire-framed glasses and resting his chin on his hand in a contemplative pose.
  • A screenshot of a Microsoft PowerPoint presentation window displays a title slide for a 'Weekly campaign readout' for the 'Week of Aug 17'.
  • A digital graphic proof sheet for Slatebeck titled 'FALL 26 - SOCIAL PROOF' displays three clean, data-driven social media cards against a cream grid…
  • A minimalist graphic featuring a dark code editor window set against a warm, terracotta-colored background.
  • A dark-themed user interface screenshot shows an AI code editor processing a request to "can you add tests for this file?" for localizationUtils.ts.
  • A close-up graphic of the 'Claude Code' user interface floating over a muted blue background.
  • A clean software screenshot shows a light grey message bubble at the top containing text about building a reveal deck for a Varde 2.0 launch kit.
  • A minimalist black ink line drawing features a desktop lamp casting a wide beam of light onto a notebook against a neutral beige background.
  • A minimalist graphic composition features six stylized, geometric icons arranged in a grid-like cluster against an off-white background.
  • A minimalist, hand-drawn illustration of a computer monitor is centered on a flat sage green background.
  • A digital UI mock-up displays a chat interaction with an AI assistant on a light cream card against a sage green background.
  • A woman with long dark hair and a man in a navy sweater share a laugh while sitting behind a laptop in a modern office with slatted wood walls.
  • A digital graphic showcases a dark-themed terminal window containing playful code snippets against a warm terracotta background.
  • A minimalist, hand-drawn black ink illustration of stacked browser windows.
  • A screenshot of a web browser displays a 'Monthly Statement' for ABC Property Management LLC alongside an open Claude AI sidebar.
  • A close-up UI screenshot shows a software interface with a floating popover menu listing options like 'Add files or photos', 'Skills', and 'Add connector'…
  • A split-screen software screenshot demonstrates an AI assistant, Claude, managing financial tasks.
  • A composite graphic features three distinct interface views of Claude's AI capabilities performing a 'month-end close' task across a web browser, a…
  • A simple hand-drawn illustration of a salmon-pink laptop centered against a terracotta background.
  • A hand-drawn illustration of a laptop featuring a large keyhole centered on its screen, symbolizing cybersecurity or digital privacy.
  • This screenshot displays the ACME Assistant interface, featuring a conversational search for a nine-year-old's gift under $45.
  • A screenshot of the ACME Travel assistant interface displays an itinerary for a 'Long Weekend in Lisbon.' The layout features a user prompt in a dark green…
  • A screenshot of an ACME Mobile chatbot interface over a light grey grid background showing a plan comparison.
  • A dark-themed user interface screenshot for ACME TICKETS showing a chat conversation with an AI assistant about concert tickets for 'The Headliner.' The…
  • A split-screen screenshot of a clean, white-themed e-commerce dashboard for a user named Avery.
  • This UI screenshot shows a property management dashboard for Marta, featuring a revenue summary of $105,145 and occupancy charts for ACME Guesthouses.
  • A digital software dashboard screenshot features a clean, light-gray interface with an 'Operations assistant' chatbot sidebar on the right.
  • A dark-themed event management dashboard and AI assistant interface displaying sales data and ticket pacing for 'The Headliner — Summer Tour.' On the left,…
  • A minimalist, hand-drawn illustration of a hand holding a vintage-style camcorder.
  • A horizontal row of nine distinct software and company logos is centered against a flat, neutral beige background.
  • A dark, monochromatic 3D globe showing North America, Europe, and Africa serves as the background for a central white notification bubble.
  • A horizontal logo for Claude features a terracotta-colored, hand-drawn sunburst icon with organic, irregular rays.

Download Claude’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 Claude’s guidelines. It starts at SKILL.md, which points to the right file for each task.

It has the guidance, 57 images and the logos. The font files belong to Anthropic, PBC, so they’re left out.

Download the Brand SkillZIP, 3.1 MB

claude-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ voice.md

│ ├ dos-and-donts.md

│ ├ colors.md

│ ├ logo.md

│ ├ typography.md

│ ├ brand-imagery.md

│ └ product-experience-imagery.md

└ assets/

├ images/

└ logos/

Rainbrand’s Brand Agent built this Brand Skill from claude.com on 3 Nov 2026. It isn’t Claude’s official guide. Reviewed by Siddharth Borderwala, Founding Engineer at Rainbrand.

Claude and its logos are trademarks of Anthropic, PBC. Rainbrand isn’t affiliated with or endorsed by Anthropic, PBC.

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