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(Brand guidelines) // Food and drink

Dr Pepper brand
guidelines

Dr Pepper’s logo, colors, fonts, voice, and dos and don’ts, from the Brand Skill Rainbrand built from drpepper.com.

Download the Brand Skill

About Dr Pepper

Dr Pepper is an original American soft-drink brand known for its distinctive blend of 23 flavors and an expressive, fan-focused personality. Its creative work can feel playful and contemporary while celebrating the brand’s long-running originality.

Use Dr Pepper’s supplied wordmark with its surrounding oval swooshes and established-date detail intact. Keep the lettering clear and preserve the proportions. Product packs, campaign art and flavor graphics support the identity.

Dr Pepper colors

  • Deep crimson

    Signature accent

    HEX
    RGB

  • White

    Page and card backgrounds

    HEX
    RGB

  • Black

    Text and outlined controls

    HEX
    RGB

Dr Pepper fonts

  • Aktiv Grotesk Extended

    Primary headline · 800

  • Aktiv Grotesk

    Supporting heading · 600, Body copy · 400

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

Dr Pepper’s voice

Write with confident originality and a playful, conversational energy. Make flavor descriptions vivid and specific; let light wordplay and direct address add personality without obscuring the message.

Use the brand’s own lively turns of phrase as tonal references: “There’s nothing like a Dr Pepper.” “What flavor could Dr Pepper possibly do next?” “Sip slowly, and soothe yourself into a strawberry state of mind.”

For product copy, balance bold flavor enthusiasm with a clear, human explanation of what makes the variety distinct. Keep campaign language fan-focused and encouraging.

  • “There’s nothing like a Dr Pepper”
  • “What flavor could Dr Pepper possibly do next?”
  • “Sip slowly, and soothe yourself into a strawberry state of mind”

Dos and don’ts

Do

  • Use Dr Pepper’s own standalone marks when identifying the brand.
  • Lead with the signature crimson and use the supporting palette to create depth.
  • Use Aktiv Grotesk Extended for prominent headlines and Aktiv Grotesk for supporting text.
  • Write with playful confidence, vivid flavor language, and a direct, fan-friendly tone.
  • Keep product imagery and copy specific to the variety being featured.

Don’t

  • Treat a product package, backdrop, or campaign graphic as a standalone brand mark.
  • Flatten flavor-specific product distinctions into generic product creative.
  • Make every message sound like a formal corporate announcement when the moment calls for the brand’s playful, conversational voice.
  • Apply tuition-campaign or championship-game imagery as a requirement for unrelated creative.

Dr Pepper imagery

One image from drpepper.com, in one file of the Brand Skill. Each file starts with its guidance, then shows the images it refers to.

Brand imagery

1 image

Use these site and campaign images as references for Dr Pepper’s brand expression across its owned website. Their exact roles vary by placement, so use them as visual references rather than assuming one image treatment fits every communication.

  • A long, panoramic banner featuring three cans of Dr Pepper—Zero Sugar, Original, and Diet—standing together against a textured, deep maroon background.

More from the Brand Skill

Product imagery

Use the product images as references for Dr Pepper’s beverage range and its flavor-specific packaging. Preserve each product’s own name and visual distinctions when showing a particular variety; do not treat a single flavor’s packaging as a universal template for the entire range.

Tuition campaign imagery

These images document Dr Pepper’s tuition giveaway communications, including championship-game information. Keep their event and campaign context intact when drawing on them; they are not universal requirements for unrelated brand creative.

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

It has the guidance, one image and the logos. The font files belong to Dr Pepper/Seven Up, Inc, so they’re left out.

Download the Brand SkillZIP, 299 KB

dr-pepper-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ dos-and-donts.md

│ ├ color.md

│ ├ logo.md

│ ├ typography.md

│ ├ voice.md

│ ├ brand-imagery.md

│ ├ product-imagery.md

│ └ tuition-campaign-imagery.md

└ assets/

├ images/

└ logos/

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

Dr Pepper and its logos are trademarks of Dr Pepper/Seven Up, Inc. Rainbrand isn’t affiliated with or endorsed by Dr Pepper/Seven Up, Inc.

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