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(Brand guidelines) // Business software

Clay brand
guidelines

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

Download the Brand Skill
Clay logo: the clay kiln and the word clay in black
  • Black#000000
  • Blueberry#395AFA
  • Slushie#3BD3FD
  • Pomegranate#FC7981

About Clay

Clay is a revenue-growth platform that brings data, AI agents, and workflows together so go-to-market teams can build, run, and improve their own growth systems. Its identity pairs a clear, capable technology brand with playful, colorful, tactile imagery.

Clay’s logo pairs the kiln, a sculpted arch in cyan, coral and yellow, with the lowercase clay wordmark. Use the full logo as the default signature and the kiln alone when space is limited or a symbol is the better fit. Keep each mark intact and legible, and choose a background that preserves its visibility.

Clay colors

  • Black

    Wordmark, headings and text

    HEX
    RGB

  • Blueberry

    Accent color, highlighted words and buttons

    HEX
    RGB

  • Slushie

    Bright cyan accent, as in the kiln

    HEX
    RGB

  • Pomegranate

    Coral accent, as in the kiln

    HEX
    RGB

  • Lemon

    Yellow accent, as in the kiln

    HEX
    RGB

  • Oat

    Warm page and section backgrounds

    HEX
    RGB

  • White

    Backgrounds and cards

    HEX
    RGB

Clay fonts

  • Roobert

    Headings · 575, Body · 400

  • Roobert Mono

    Tags and labels · 400

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

Clay’s voice

Clay writes with confident clarity and a builder’s optimism. Lead with the practical outcome, then explain how data, AI, or automation helps make it happen. Keep the language direct, useful, and human; make ambitious ideas feel actionable.

Use concrete language about what teams can do: “Build systems to grow revenue,” “You set the goal, Clay builds the play,” and “Build your workflows once—apply them everywhere.” Clay can also be warm and playful when the subject invites it: “We help every company grow to its full potential.”

  • “Build systems to grow revenue”
  • “You set the goal, Clay builds the play”
  • “Build your workflows once—apply them everywhere”
  • “We help every company grow to its full potential”

Dos and don’ts

Do

  • Pair Clay’s functional, growth-oriented message with a distinctive visual touch: bright 3D forms, playful constructed scenes, or tactile clay-like objects.
  • Make product value easy to understand with clear hierarchy, concrete outcomes, and authentic views of Clay’s workflows and interface.
  • Write in active, plain language. Explain the action and result, and let the reader see how the work gets done.
  • Keep the logo artwork intact and choose a contrasting field that keeps it visible.

Don’t

  • Don’t let decorative color or playful imagery obscure the message or product.
  • Don’t rely on vague claims where a clear workflow, use case, or result can explain the value.
  • Don’t make the voice sound stiff or needlessly technical; Clay’s copy makes complex GTM work understandable and approachable.
  • Don’t distort, crop into, or recolor the logo mark.

More from the Brand Skill

Imagery and illustration

Clay’s marketing imagery is playful, tactile, and dimensional. Use colorful 3D objects, clay-like surfaces, soft sculptural forms, and imaginative little mechanisms to make abstract systems feel tangible. Scenes can be surreal or whimsical, but should still feel polished and intentional.

Clay also uses photography and community storytelling to show the people and teams around its work. Keep these images candid, human, and grounded in the story they accompany.

Product interface and workflow imagery

When showing Clay’s product, make the interface itself the evidence: tables, enrichment steps, signals, agent reasoning, workflow connections, and clear outputs. Keep UI text and data readable. Use realistic screens and workflow diagrams rather than substituting abstract decoration for the product experience.

Editorial and campaign imagery

Clay’s editorial work combines product ideas, GTM themes, and campaign storytelling. Use the cover art as inspiration for a range of treatments, from abstract data and agent concepts to human-centered, editorial scenes. Keep each treatment tied to its subject rather than forcing every article into one template.

Download Clay’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 Clay’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

clay-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ dos-and-donts.md

│ ├ imagery-and-illustration.md

│ ├ product-interface.md

│ ├ editorial-imagery.md

│ ├ voice.md

│ ├ colors.md

│ ├ logo.md

│ └ typography.md

└ assets/logos/

├ clay-lockup.png

└ clay-icon.png

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

Clay and its logos are trademarks of Clay Labs, Inc. Rainbrand isn’t affiliated with or endorsed by Clay Labs, Inc.

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