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(Brand guidelines) // Retail

Etsy brand
guidelines

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

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About Etsy

Etsy is a global marketplace connecting people with unique goods from independent creators and vintage sellers. Its brand centers human connection, creativity, joyful discovery, and support for small businesses.

Use Etsy’s supplied serif wordmark as the primary brand signature. Keep the letterforms and proportions intact, with space around the name. The compact E app tile is a separate interface treatment rather than a replacement for the full wordmark.

Etsy colors

  • Orange

    HEX
    RGB

  • White

    HEX
    RGB

  • Warm off-white

    Website background

    HEX
    RGB

  • Charcoal

    Website text

    HEX
    RGB

Etsy fonts

  • ABC Otto

    Primary heading · 400, Body · 400

  • ABC Diatype

    Secondary heading · 400

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

Etsy’s voice

Write with warmth, optimism, and a distinctly human point of view. Celebrate the imagination of independent makers and the joy of finding something personal. Keep language direct and approachable; make room for unexpected, specific details and a sense of discovery.

Etsy’s voice can be heard in phrases such as “We’re on a mission to keep commerce human.” and “If you can dream it up, it's probably on Etsy.”

It also speaks about discovery as an alternative to the ordinary: “From the specific to the unexpected (or custom-made), our search tools help buyers explore all the special one-of-a-kind items offered by Etsy sellers.”

Keep the human connection tangible: “There's no Etsy warehouse – just millions of people selling the things they love.”

  • “We’re on a mission to keep commerce human”
  • “If you can dream it up, it's probably on Etsy”
  • “There's no Etsy warehouse – just millions of people selling the things they love”

Dos and don’ts

Do

  • Lead with the human connection between independent creators and people looking for something special.
  • Use Etsy’s wordmark or standalone symbol as the brand signature, and keep it distinct from decorative imagery.
  • Use the signature orange family with near-black and white for brand emphasis; use the warm off-white, charcoal, and ochre palette for Etsy website contexts.
  • Write warmly and optimistically, with specific details that make discovery feel personal and joyful.
  • Celebrate independent makers, creativity, and the unique character of the items people find.

Don’t

  • Don’t make Etsy feel like an impersonal warehouse or automated marketplace; its story is about people and human connection.
  • Don’t flatten the marketplace into one narrow product style; Etsy represents many interests and kinds of creative work.
  • Don’t use cold, generic language where warm, direct phrasing can make the experience more human.

Etsy imagery

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

Imagery

86 images

Show discovery through a wide variety of personal interests, handmade things, and distinctive finds. Etsy’s editorial imagery moves between individual passions and product categories rather than imposing one uniform product aesthetic. Use visual variety to convey a marketplace shaped by many people and creative tastes.

The Help Center’s category illustrations belong to Etsy’s shopping and selling experience. Their role is functional and supportive: they help visitors find a section, while the Etsy identity remains clear in the surrounding interface.

Etsy gift card designs show the brand’s own gift-card experience: use expressive, varied illustrations to make a gift feel personal, while keeping the Etsy-branded card treatment recognizable.

Etsy’s editorial features use imagery to make meaningful moments and gift discovery feel approachable and specific.

The brand asset collection also includes backdrops for use as visual backgrounds.

Website metadata includes a share image and shopping illustrations in light and dark treatments.

  • A teardrop-shaped red Christmas ornament with a textured red bow hangs centered against a textured red background.
  • A smoky, grey-tinted glass mixing pitcher with a ribbed vertical texture and a small pour spout stands upright.
  • A pointed, dark forest green felt wizard hat features a wide, slightly curved brim and several leather accessories.
  • A top-down studio shot features an open matte gray metal tin containing eight small watercolor paint pans from Redclover Meadow.
  • Three circular pin-back buttons are arranged in a triangle, featuring glossy finishes and K-pop culture themes.
  • A minimalist wristwatch with a tan leather strap and a wood-rimmed face is displayed on a custom hexagonal walnut stand.
  • A deep forest green leather golf glove is shown from the back, featuring delicate perforations along the fingers and a textured zig-zag elastic band across…
  • A rugged olive green utility vest is presented in a flat lay product shot, featuring a vibrant red and yellow plaid flannel lining visible at the neck and…
  • A pair of cream-colored crew socks features pink ruffled cuffs and three delicate pink bow patterns on each ankle.
  • A single brown speckled egg sits vertically in a white, hand-sculpted ceramic egg cup.
  • An abstract art print featuring cream-colored musical symbols rendered in thick, expressive brushstrokes against a deep black background.
  • A high-gloss, dark teal patent leather clutch bag is framed by a light-colored wooden top handle.
  • A square oil painting of a graceful white swan with a curved neck is set within an ornate, beaded gold frame.
  • A top-down studio shot features three vintage-style library cards in light blue, tan, and orange fanned out at different angles.
  • A single lit white taper candle sits within a deep burgundy ceramic wall sconce, featuring a scalloped arched frame and a glossy finish.
  • A light-skinned Sphynx cat sits in profile, looking upward with wide green eyes.
  • A spherical, handcrafted ceramic jar with a bright red knob on the lid features large, cobalt blue flower petals painted across its creamy white surface.
  • A rustic magnetic knife block made from a thick slab of wood with its natural dark tree bark still attached on the left side.
  • A close-up product shot of a small, textured ceramic cup filled with coffee.
  • A whimsical, oval-shaped felt patch featuring a white sewing machine appliquéd onto a blue and tan textured background.
  • A glossy ceramic cookie jar is shaped like a golden retriever sitting upright with its eyes blissfully closed in a serene expression.
  • A large patchwork tote bag features a vibrant mix of plaid, striped, and solid fabric panels in red, grey, blue, and yellow.
  • A pair of gold-toned dangle earrings shaped like monstera deliciosa leaves, featuring a textured, hammered surface that catches the light.
  • A pair of cream-colored knit gardening gloves featuring a charming illustration of a honeybee on the back of each hand and yellow floral sprigs along the…
  • A plush, terry cloth zippered pouch featuring bold vertical stripes of bright red and light pink.
  • A decorative light pink teapot features an intricate, hand-painted floral scroll pattern in dark blue, green, and red.
  • A brass key and a custom leather pick holder keychain hang together on a gold-tone split ring.
  • A high-detail product shot of a gold signet ring featuring an ornate, hand-painted oval face.
  • A whimsical felt horse saddle ornament hangs from a thin brown thread, crafted with fuzzy textures in tan and mustard yellow.
  • An ornate Le Baron quartz watch features a gold-toned circular case and a shimmering mother-of-pearl face.
  • A vertical product shot of a moss-green, distressed leather journal with a rounded wrap-around cover.
  • A studio product shot of a matching ceramic matcha bowl and whisk holder set.
  • A rectangular throw pillow features a vibrant, abstract landscape design rendered in a plush, textured hooked rug or tufted wool style.
  • A wall-mounted, rich-grained wooden organizer features an oval backplate and a small integrated shelf.
  • A porcelain ring dish with an organic, pebble-like shape features hand-painted cobalt blue floral illustrations and script.
  • A glossy ceramic house figurine features a deep blue facade and a vibrant red pitched roof.
  • A single piece of ravioli-shaped yellow leather serves as a textured keychain charm, tilted diagonally.
  • A top-down product shot of a pickleball paddle featuring a muted slate blue and grey checkered pattern across the face.
  • A miniature stone cottage sits atop a mound of lush green moss inside a cylindrical glass jar sealed with a thick cork lid.
  • A vibrant eight-pointed Lone Star quilt block is centered on a white, cloud-patterned quilted square.
  • A glass Christmas ornament shaped like a taco features the phrase "Baby Gorgeous" in black cursive script on its metallic gold shell.
  • A light wood ornament laser-cut into the shape of a digital sports watch with a black hanging loop.
  • A roll of washi tape stands upright with a loose end unspooled and extending toward the bottom left.
  • A high-angle product shot of a neatly folded robe made from cream-colored woven fabric with vertical stripes in bright yellow and pale sage green.
  • A vertical stack of four miniature fingerboard skateboards crafted from stitched leather, shown from a high-angle perspective.
  • A vintage-style medicine ball crafted from honey-brown leather with distinctive yellow rawhide laces and visible contrast stitching.
  • A close-up studio shot of a dark navy blue felt patch shaped like a foam finger with its index finger pointing up.
  • A forest green felt pennant is angled upward and features white script lettering that reads "Ms.
  • A two-tone baseball cap features a cream-colored crown paired with a light blue curved brim and matching top button.
  • A green wine bottle with a blue screw-cap and gold wave detailing rests inside a tall, cylindrical ceramic wine chiller filled with ice cubes.
  • An olive green quilted mat is partially unrolled to showcase its square-stitched pattern and tan fabric edging.
  • A minimalist black graphic icon representing a stylized shopping cart.
  • A solid black, flat vector icon of a credit card tilted at an angle, featuring a white squiggly line for a signature and a white oval chip detail.
  • A solid black icon of an open cardboard box with sparkling glints.
  • A bold black and white silhouette of a storefront icon.
  • A minimalist black solid icon of a delivery truck facing right, positioned above a dashed horizontal line.
  • A minimalist black graphic features two fanned-out rectangular cards tilted at an angle.
  • A minimalist black graphic icon featuring a pie chart and a banknote to represent financial data.
  • A bold, black graphic icon of a megaphone angled upward towards the right.
  • A minimalist black silhouette icon set depicts a hand giving a thumbs-up, a glowing lightbulb, and a question mark inside a solid circle.
  • The white serif wordmark 'Etsy' is centered against a solid, vibrant orange background.
  • A stylized illustration features a dark-skinned hand holding a golden pair of balanced scales against a textured blue sky with three white clouds.
  • A quirky, stylized illustration of a dark brown scorpion holding a red chili pepper in its right claw against a pale lavender sky.
  • A whimsical illustration features a stylized, warm-brown bear looking upward with a serene smile as colorful autumn leaves drift around it.
  • A whimsical, retro-style illustration features a landscape of spotted mushrooms and fallen leaves in shades of harvest gold, burnt orange, and brown.
  • A whimsical, flat-style illustration of a witch flying on a broomstick across a large, orange full moon against a textured blue night sky.
  • A flat, stylized illustration features a white sugar skull adorned with three vibrant orange marigolds and a single light blue butterfly.
  • Two hands with different skin tones toast each other with champagne flutes in this flat, minimalist illustration.
  • This stylized 2D illustration features a profile silhouette in light blue appearing to blow on a yellow candle flame against a vibrant orange background.
  • A vibrant 2D illustration features a thick slice of three-layered chocolate cake with bright orange frosting and yellow decorative piping.
  • A minimalist, flat-style illustration of a smiling golden-brown dog wearing a polka-dotted blue party hat with a yellow pom-pom.
  • A whimsical illustration features two hands and two blue cartoon birds carefully arranging a large, vibrant orange ribbon bow against a textured lavender…
  • A flat illustration depicts three sets of hands in different skin tones—pale pink, orange-tan, and deep brown—clapping against a beige, textured background.
  • A whimsical illustration features two tiny figures hugging atop two large orange roses held by a giant pink hand.
  • A minimalist flat illustration features a bride and groom cake topper standing on a white cake decorated with orange roses.
  • A minimalist flat illustration features two women in white wedding dresses embracing as a cake topper on a simple tiered cake.
  • A minimalist flat illustration features two men in tuxedos embracing atop a tiered white wedding cake, surrounded by a crown of orange roses.
  • Two square, antique-brass-framed ornaments lie nestled in soft, crinkled cream fabric with vintage-style jingle bells and raw-edge ribbons.
  • A close-up photograph features a handmade, cream-colored felt ornament shaped like a trophy cup hanging on a Christmas tree.
  • A close-up product shot shows a hand holding a white ceramic Christmas ornament featuring a custom watercolor illustration of a large stone house.
  • A vertical product shot features a handcrafted stained-glass candle ornament suspended by a white ribbon.
  • A vibrant orange logo features the word "Etsy" in a stylized, serif typeface with an illustrative quality.
  • A minimalist line illustration depicts two people hanging or painting a framed canvas featuring an orange floral motif.
  • A minimalist line illustration depicts two people holding a bright orange picture frame containing a stylized orange flower.
  • A collage of four lifestyle product photos features a vibrant red and yellow tulip in a tall, curved amber glass vase against a white wall.
  • A horizontal product banner showcases a curated collection of home goods and apparel against a clean white background.

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

It has the guidance, 88 images and the logos. The font files belong to Etsy, Inc, so they’re left out.

Download the Brand SkillZIP, 4.2 MB

etsy-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ color.md

│ ├ imagery.md

│ ├ logo.md

│ ├ typography.md

│ ├ dos-and-donts.md

│ └ voice.md

└ assets/

├ images/

└ logos/

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

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

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