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(Brand guidelines) // Automotive

Ferrari brand
guidelines

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

Download the Brand Skill

About Ferrari

Ferrari is a Maranello-born automotive and racing marque whose work brings together performance, engineering, design, craftsmanship, heritage, and the emotion of driving. Its world spans road cars, motorsport, bespoke personalization, cultural experiences, and the people behind the Prancing Horse.

Use Ferrari's Prancing Horse as the standalone marque symbol. Preserve the silhouette and proportions, and keep it legible against the background.

Ferrari badges and wordmarks are separate identity treatments. Vehicle photography, partner logos and social icons do not replace the marque.

Ferrari colors

  • Black

    Text and accent

    HEX
    RGB

  • White

    Light interface canvas

    HEX
    RGB

Ferrari fonts

  • Ferrari Sans

    Heading · 700, Body · 400

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

Ferrari’s voice

Ferrari’s voice is confident, evocative, and rooted in engineering and heritage. It pairs emotional language about driving and racing with precise, purposeful detail. Speak with conviction, but let craft and evidence support the claim. Use concise, memorable headlines and measured explanatory copy.

  • “Born of the spirit of racing, Ferrari epitomises the power of a lifelong passion and the beauty of limitless human achievement, creating timeless icons for a changing world”
  • “The soul of the Prancing Horse's iconic Gran Turismo cars meets advanced dynamics to deliver driving emotion, performance and comfort”
  • “Engineered, developed and manufactured in Maranello – the home of Ferrari expertise and excellence”
  • “Every Ferrari is unique. Make your model uniquely yours”
  • “The greatest challenge: the one against time”

Dos and don’ts

Do

  • Lead with Ferrari’s distinctive combination of performance, engineering, design, heritage, and driving emotion.
  • Use Ferrari Sans and clear black-and-white contrast for the website identity; let the vehicles, materials and photography carry color.
  • Write direct, evocative headlines; support them with specific technical or human detail when the subject calls for it.
  • Show Ferrari products, people, racing, craftsmanship, and experiences in imagery with a clear connection to the story.
  • Use Ferrari’s own logo and standalone mark as the brand signature.

Don’t

  • Don’t let decorative language obscure the product, engineering, or story.
  • Don’t use generic luxury clichés in place of Ferrari’s own precise, emotionally grounded voice.
  • Don’t crowd a design with competing visual signals; keep the identity and subject clear.
  • Don’t substitute partner marks, social icons, or product photography for Ferrari identity artwork.

Ferrari imagery

167 images from ferrari.com, in 3 files of the Brand Skill. Each file starts with its guidance, then shows the images it refers to.

Automotive imagery

97 images

Use Ferrari’s own vehicle imagery to make the car the focus. The brand’s automotive storytelling ranges from expressive campaign imagery to close views of design, cabin, aerodynamics, dynamics, and technical detail. Match the imagery to the story: convey driving character with the car in its environment; use component and interior views to explain engineering, materials, and experience. Keep the product unmistakably Ferrari and avoid unrelated automotive imagery.

  • A high-contrast black silhouette of a stallion rearing up on its hind legs, centered against a plain white background.
  • A man with salt-and-pepper hair stands in a dimly lit, futuristic tunnel, pulling up the hood of a navy zip-up hoodie featuring a small horse logo.
  • A vibrant red vintage sports car dominates the center of a horizontal lineup of smaller classic and modern exotic cars in various colors like blue, yellow,…
  • A teal Ferrari Roma is captured in a dynamic high-angle tracking shot as it speeds along a paved coastal road.
  • A sleek, sky-blue Ferrari Purosangue SUV is positioned at a three-quarter angle against a stark, pitch-black background.
  • A sleek red Ferrari Purosangue SUV is captured in a high-contrast studio shot against a deep black background, highlighting its aerodynamic curves and gloss…
  • A top-down bird's-eye view of a modern car's interior, showcasing four black leather seats with horizontal ribbing and a sleek center console.
  • A close-up product shot focuses on the black leather and silver-spoked steering wheel of a Ferrari, prominently featuring the yellow prancing horse emblem at…
  • A sleek, high-angle interior product shot of a Ferrari cockpit rendered in deep black and metallic silver tones.
  • A high-angle, top-down studio shot features a vibrant red Ferrari supercar isolated against a deep black background.
  • A top-down studio shot of a vibrant red sports car centered against a deep black background.
  • A close-up studio shot of a car's matte black paddle shifter featuring a small plus sign at the top and a vertical cutout.
  • A close-up graphic of a digital vehicle speedometer set against a black background, featuring a glowing orange needle pointing past 120.
  • Three vertical smartphone screenshots display a high-performance vehicle's mobile app interface against a pitch-black background.
  • A sleek Ferrari LUCE in Rosso Corsa red is captured from a rear three-quarter angle against a stark black background.
  • A vibrant red Ferrari Purosangue is captured in a profile shot against a deep black void, highlighting its aerodynamic silhouette and two-tone matte black roof.
  • An overhead studio shot of a silver electric vehicle chassis and battery platform, showing the intricate mechanical and electrical components.
  • A metallic grey Ferrari Purosangue is shown in a crisp profile studio shot.
  • A silver Ferrari Purosangue is positioned at a three-quarter angle against a solid dark red background, showcasing its aerodynamic design.
  • A sleek, silver Ferrari Purosangue is captured from a rear three-quarter angle against a solid deep burgundy background.
  • A sleek silver Ferrari Purosangue is angled towards the viewer against a deep burgundy background.
  • A close-up studio shot captures the sleek, metallic silver rear and roofline of a modern sports car against a deep burgundy background.
  • A silver Ferrari Purosangue is positioned in a three-quarter rear studio shot against a deep crimson backdrop.
  • A side profile studio photograph of a metallic silver Ferrari Purosangue with both the front and rear suicide doors open to reveal a tan leather interior.
  • A metallic candy-red Ferrari Purosangue speeds along a winding two-lane forest road, its sleek body captured in a low-angle tracking shot.
  • A close-up photograph of a luxury vehicle's digital instrument cluster, dominated by a large, glowing yellow central tachometer showing the car in 'P AUTO'…
  • A metallic red Ferrari Purosangue is captured from a rear-view tracking angle as it drives down a curving asphalt road lined with tall cypress trees.
  • A close-up, low-angle shot captures the rear spoiler and roof of a red Ferrari as it speeds down a tree-lined road.
  • A close-up photograph features two Ferrari Purosangue cars on a dark, reflective showroom stage illuminated by red laser-like accents.
  • A sleek, metallic silver Ferrari Purosangue is captured in a profile product shot against a stark black background.
  • A high-tech digital rendering showcases a vehicle's intricate suspension system through a ghostly, wireframe car silhouette.
  • A close-up photograph features a glossy red Ferrari key fob with chrome lettering tucked into a sleek center console.
  • A silver Ferrari Purosangue SUV is parked on a dark asphalt road against a backdrop of sunlit, snow-capped mountains.
  • A metallic cherry red grand tourer sports car with five-spoke gold rims is parked on a narrow asphalt road in a rugged mountain pass.
  • A close-up shot focuses on a glossy carbon fiber component with a woven texture, featuring a prominent tricolor stripe of green, white, and red along its edge.
  • A high-end automotive showroom features a sleek customization gallery with red, black, and silver wall displays showcasing steering wheels, fabric swatches,…
  • A luxury automotive customization display features a flat-bottom Ferrari steering wheel and aerodynamic red and white speed forms on a carbon-fiber textured…
  • A close-up studio photograph showcases high-quality automotive upholstery materials in a striking black and red color palette.
  • A sleek, metallic red Ferrari Monza SP1 is parked on a dark circular platform in a luxurious showroom.
  • A close-up studio shot highlights luxury automotive customization, centered on a black leather and suede seat bolster with perforated tricolor dots and…
  • A close-up studio photograph focuses on a Ferrari five-spoke alloy rim in a matte titanium finish against a solid black background.
  • A wide-angle, low-key photograph showcases the futuristic interior of a vehicle, cast in dramatic blue shadows.
  • An older Asian man in a red-and-white checkered blazer kneels in a massive, brightly lit garage filled with luxury sports cars and bicycles.
  • Three modern Ferrari sports cars, including a silver convertible with '55' on the door, drive down a paved coastal mountain road overlooking a vast seaside…
  • A polished, spherical metal gear shift knob stands prominently in an open-gate manual transmission set within a sleek carbon fiber center console.
  • A profile action shot of a bright red Ferrari 550 Maranello speeding across a vibrant green field against a clear, pale blue sky.
  • A woman with curly brown hair tied back stands confidently with her arms crossed, leaning against a white doorframe.
  • A vibrant red Formula 1 car with the Shell and Telecom Italia logos powers through a sharp turn on a street circuit.
  • A driver wearing a red, white, and green Bell helmet looks upward from the cockpit of a vibrant red Formula 1 car.
  • A vibrant red Ferrari Formula 1 car sits angled on a sunlit asphalt racetrack, featuring logos for Shell, Tic Tac, and FedEx.
  • A grainy black-and-white action photograph captures a vintage open-cockpit race car speeding across a finish line on a rain-slicked track.
  • A bright, partially lit blue-and-white Earth rises over the desolate, cratered lunar surface, which stretches across the bottom foreground.
  • A vibrant red Ferrari F50 GT race car streaks across a track in a dynamic motion blur profile shot.
  • A side profile of a Black model walking in a fashion show, wearing a textured, dark gray pebbled-leather jacket and sleek black sunglasses.
  • A high-fashion runway photograph captures a model in a floor-length, cream-colored satin dress with a V-neckline and high slit, walking toward the camera.
  • In a brightly lit designer showroom with halo light fixtures, two stylists adjust a textured, dark metallic leather jacket on a male model.
  • A silver Ferrari car hood, marked with black design technical sketches and a tiny prancing horse logo, is mounted like art on a stark white paneled wall.
  • A wide, high-angle aerial photograph captures a vibrant classic car show staged in a waterfront piazza, with a medieval castle tower rising above the…
  • A low-angle, wide-action photograph captures a silver Ferrari FXX-K leading a pack of high-performance supercars down a racetrack.
  • A grainy black-and-white action photograph captures a vintage open-wheel race car, numbered 44, speeding past a trackside wall.
  • This black-and-white action photograph captures two vintage open-wheel race cars speeding across a wide, flat track.
  • A vintage black-and-white photograph features a sleek, aerodynamic black roadster with two bubble windscreens and a prominent oval mesh grille.
  • A high-angle studio shot of a metallic crimson Ferrari Roma Spider, captured from the rear three-quarter perspective.
  • A high-angle studio shot captures a metallic dark grey Ferrari Monza SP1 supercar from the rear-three-quarter perspective.
  • A high-angle studio photograph of a matte charcoal grey Ferrari Purosangue parked at a three-quarter angle.
  • A high-performance Ferrari J50 sports car is presented in a three-quarter studio shot, showcasing its vibrant red paint and low-slung, aerodynamic profile.
  • A high-angle, rear three-quarter studio shot of a vibrant yellow Ferrari Testarossa Spider convertible.
  • A high-angle, three-quarter rear studio shot of a teal Ferrari Amalfi with a metallic finish and glossy sheen.
  • A sleek, burnt-orange convertible Ferrari Roma Spider is captured in a professional studio product shot at a three-quarter angle.
  • A glossy red Ferrari 296 GTB is presented in a three-quarter studio shot, highlighting its aerodynamic curves and low-profile stance.
  • A vibrant blue Ferrari 296 GTS convertible is shown from a rear three-quarter angle against a plain backdrop.
  • A metallic, deep red Ferrari 12Cilindri sports car is presented in a three-quarter rear view with its sleek black roof and thin, horizontal red taillights…
  • A high-performance silver Ferrari SF90 XX Stradale is presented in a three-quarter studio product shot.
  • A vibrant blue convertible supercar is captured in a low-angle studio shot, featuring bold yellow accents on the hood vents, front splitter, and rear wing.
  • A high-angle studio shot features a metallic emerald green Ferrari SF90 Stradale Assetto Fiorano with prominent white racing stripes running over the hood…
  • A vibrant red Ferrari SF90 Spider is shown in a studio product shot from a high-angle rear perspective.
  • A high-angle studio shot of a metallic red Ferrari Daytona SP3 convertible, showcasing its sculptural rear profile and open cockpit.
  • A sleek silver Ferrari Monza SP1 is shown from a high rear three-quarter angle, highlighting its roofless, single-seater design.
  • A sleek, black Ferrari Monza SP2 is captured from a front three-quarter studio angle, emphasizing its ultra-low, open-cockpit design and roofless silhouette.
  • A high-performance Ferrari V12 engine is presented as a centered product shot against a stark white background.
  • A wide-angle, symmetrical interior photo of a Ferrari 12Cilindri cabin features dark blue perforated leather seats with red contrast stitching.
  • A close-up interior photograph of a Ferrari's passenger-side infotainment screen, glowing with a blue and white digital interface against a dark,…
  • A close-up driver’s perspective of a modern Ferrari interior, dominated by a black leather steering wheel with the yellow prancing horse logo and a red…
  • A high-angle interior shot of a Ferrari 12Cilindri cabin is dominated by a vibrant red backdrop visible through the windshield and side window.
  • A sleek metallic red Ferrari 12Cilindri is captured in a profile shot against a solid black background.
  • A high-angle, close-up studio shot highlights the rear three-quarter profile of a metallic red Ferrari 12Cilindri against a solid black background.
  • An unusual, low-angle perspective of a red sports car viewed from directly underneath, showcasing its flat, matte-black underbody and mechanical suspension…
  • A close-up, high-angle studio shot focuses on the rear three-quarter view of a metallic red Ferrari 12Cilindri against a solid black background.
  • A high-angle, three-quarter studio product shot of a metallic deep red Ferrari Daytona SP3 against a solid black background.
  • A sleek, metallic red Ferrari 12Cilindri is parked on a light stone terrace beside a calm pool of water.
  • A high-angle studio shot captures the sleek, aerodynamic profile of a silver Ferrari 12Cilindri from the rear quarter.
  • A high-angle studio shot features a metallic sage green Ferrari convertible with tan leather interiors, positioned diagonally on a gray tiled floor.
  • A rear three-quarter view of a matte metallic silver Ferrari 12Cilindri parked in a modern, shadowed courtyard.
  • A sharp, horizontal graphic featuring the iconic Ferrari shield logo positioned on the far left of a white background.
  • A horizontal silver graphic featuring the word 'Ferrari' in a classic serif font at the top left, followed by a thin horizontal line.
  • A vibrant red Ferrari Purosangue scale model is showcased inside a clear acrylic display case with a black base.
  • A horizontal white wordmark on a dark background features the Ferrari brand name in a small, classic serif font.

Motorsport imagery

43 images

Ferrari’s racing imagery should feel focused, competitive, and technically purposeful. Use the race car, driver, team, or circuit as the subject, and let the specific racing context guide the treatment. For technical storytelling, show the relevant car or component rather than relying on generic racing cues.

  • A blue and black Ferrari 296 GT3 race car, number 45, speeds across a wet asphalt track, kicking up a fine mist of spray.
  • A blue and black number 45 Ferrari 296 GT3 race car speeds across a rain-slicked asphalt track.
  • A blue and black racing Ferrari with bright green accents speeds along a track, captured in a profile shot from a low angle.
  • A vibrant yellow and black GT3 race car numbered 17 speeds across a grey asphalt racetrack.
  • A vibrant yellow Ferrari 296 GT3 race car is the focus of this high-angle studio photograph, parked on a dark, polished concrete floor with its headlights…
  • A high-speed action photograph captures a dark blue Ferrari 488 GT3 racing car with Italian tricolor stripes leading a pack through a curved asphalt track.
  • A silver and red Ferrari 296 GT3 race car rounds a paved curve at a high speed, its low-profile body adorned with 'VISTAJET' and 'RICHARD MILLE' branding.
  • A yellow Ferrari 296 GT3 race car is captured head-on in a low-light studio, with its multiple high-intensity LED headlights glowing brilliantly.
  • A focused close-up photo depicts two race car drivers in full Ferrari red gear and branded white, orange, and black Bell helmets.
  • A vibrant red Ferrari 499P endurance race car, bearing the number 50 in a yellow circle, speeds across an asphalt track.
  • A grainy black-and-white wide shot captures two vintage race cars numbered 3 and 1 approaching the finish line on a professional track.
  • Six racing drivers in red and yellow suits stand with arms crossed or at their sides between two Ferrari 499P hypercars in a dark, atmospheric studio.
  • A close-up shot focuses on two race car drivers in vibrant red fire suits and high-detail racing helmets, dominated by red, white, and yellow accents.
  • A vibrant, stylized illustration features a red number 50 Ferrari hypercar racing through a tunnel of motion-blurred pink, blue, and green lines.
  • A vibrant red Ferrari 499P hypercar, bearing the number 50 on its nose, speeds through a turn on a paved racetrack.
  • A grainy black-and-white vintage photograph captures a triumphant racing scene as a low-profile open-top race car with the number 14 speeds past.
  • A high-contrast black and white vintage photograph captures a sleek race car numbered '6' speeding past a packed grandstand during a mid-century motorsports…
  • A vintage black-and-white photograph captures a low-slung race car, numbered 3, speeding past a cheering crowd at a historic racetrack.
  • A high-action wide shot of a red Ferrari 488 GTE racing car crossing a finish line, with pit crew members leaning over a yellow barrier to celebrate.
  • A vibrant red and yellow Ferrari 499P endurance race car is dramatically spotlighted in a dark studio.
  • A high-speed action shot of a vibrant, multi-colored race car tearing across an asphalt track.
  • A vibrant yellow Ferrari 296 GT3 race car is captured in a dramatic three-quarter studio shot with its headlights and fog lamps glowing intensely.
  • A profile view of a metallic red Ferrari 296 GT3 race car, featuring a large rear wing and a prominent yellow 'Pirelli P Zero' brand on the tires.
  • A high-performance red and black race car is shown from a rear three-quarter angle with its driver-side door open, revealing a carbon fiber interior and roll…
  • A vibrant red Ferrari 488 GT3 race car is shown from a low three-quarter angle, featuring a massive rear wing and aerodynamic front splitter.
  • A young blonde female driver in a red and white racing suit stands proudly on a podium, hoisting a metallic trophy high in her right hand.
  • A group of eight diverse young people pose in two rows against a dark, moody crimson background.
  • A medium studio portrait of a young man with light brown hair and a slight smile, positioned against a deep maroon backdrop.
  • A medium studio portrait shows a young man with dark wavy hair and a slight smile looking directly at the camera.
  • A head-and-shoulders studio portrait features a young blonde woman with a slight, confident smile against a dark burgundy background.
  • A medium headshot of a young man with dark, wavy hair and a slight smile against a dark maroon backdrop.
  • A medium close-up studio portrait shows a young man with light brown hair and a neutral expression against a solid dark maroon background.
  • A medium headshot of a young man with light brown hair and a slight smile against a solid dark maroon background.
  • A close-up studio portrait of a young man with light eyes and dark, slightly messy hair, looking directly at the camera with a subtle smirk.
  • Two focused young men in red Ferrari racing apparel lean over a vehicle in a bright garage, their expressions serious and concentrated.
  • A focused woman in a bright red athletic shirt and black Puma shorts performs a standing cable chest fly in a modern gym.
  • A medium shot captures a young man in a red t-shirt performing a front squat with a Technogym barbell in a modern gym.
  • A blonde female driver celebrates on a podium, holding a cylindrical silver and blue trophy high in her left hand.
  • A medium studio portrait of a young man with wavy brown hair and a slight smile, positioned against a dark maroon background.
  • A group of seven young male and female drivers pose in two rows against a dark, solid background.
  • A head-on studio shot of a red and black Formula 1 race car, positioned centrally on a dark floor.
  • A high-performance Ferrari endurance race car, marked with the number 51, is positioned on the right side of an ultra-wide panoramic shot against a dark red…
  • A close-up photographic portrait features a young man with brown hair and a friendly, open-mouthed smile, positioned to the right of center.

Editorial and brand-story imagery

27 images

Ferrari’s editorial images support stories about its heritage, people, personalization, sustainability, and corporate life. Choose imagery that belongs to the subject and gives it a concrete human, material, or historical dimension. Let the story lead; keep Ferrari’s own work and world central.

  • A close-up studio photograph focuses on a Ferrari emblem centered on a vibrant red, curved car hood.
  • A black silhouette of a prancing stallion stands centered against a solid white background.
  • A man with salt-and-pepper hair and a goatee adjusts the hood of his black Ferrari Hypercar zip-up hoodie, looking off-camera with a focused, intense…
  • A horizontal carousel displays seven colorful sports cars against a clean white backdrop, with a vintage red model prominently centered.
  • A teal Ferrari Roma is captured in a high-angle motion shot as it speeds along a paved road.
  • A close-up photograph of a vibrant yellow sports car body featuring a textured carbon fiber air intake and stylized black line art sketches.
  • A vibrant red vintage roadster with the number 166 on its side speeds down a racetrack, driven by a blonde woman in sunglasses with a passenger beside her.
  • A high-angle photo features a vintage red open-top Ferrari 125 S parked on a circular-patterned cobblestone street.
  • A sleek, iridescent blue-to-teal sports coupe is parked on a dark, wet asphalt surface against a modern architectural backdrop.
  • A matte champagne-gold Ferrari Roma Spider is captured from a rear three-quarter angle against a stark, pitch-black background.
  • A low-angle architectural photograph captures a dramatic cantilevered glass upper story projecting over a dark, glass-walled ground floor.
  • A high-angle drone photograph captures a sprawling rooftop covered in rows of deep blue solar panels, centered around a unique, angular atrium.
  • A blurred worker in red overalls pushes a multi-tiered industrial cart loaded with metallic engine components through a modern manufacturing plant.
  • A close-up photograph captures a gloved hand using a rotary tool with a burr bit to deburr a heavy-duty industrial engine block.
  • A modern, multi-story industrial facility features a striking facade of translucent glass panels and dark gray ground-level walls under a soft dusk sky.
  • A man stands in profile wearing a burgundy houndstooth-patterned blazer over a matching crewneck shirt.
  • A sharp low-angle photograph capturing the intersection of two modern buildings against a clear, deep blue sky.
  • Golden sunlight flares through a garage opening as a crew in red uniforms pushes a Ferrari Formula 1 car toward the pit lane.
  • Striking architectural photography captures the intersection of two modern building facades against a clear, deep blue sky.
  • A low-angle, wide architectural photograph of a modern dome-shaped building featuring a complex geometric facade.
  • A dark blue UN Global Compact logo centered on a white background.
  • A low-angle photograph features a dramatic, cantilevered building wing with a polished metallic underside that creates a mirrored effect above a glass-walled…
  • A vintage red Ferrari 125 S and a sleek black LaFerrari Aperta are parked side-by-side in front of the historic terracotta factory entrance in Maranello.
  • A high-angle aerial photograph captures a sprawling industrial complex during a vibrant golden-hour sunset.
  • A dense foreground of lush green indoor plants creates a natural frame for a bright, industrial factory floor in the background.
  • An aerial wide-angle panoramic photograph captures a vibrant red and a bright yellow luxury sports car driving parallel on a textured asphalt racetrack.
  • A sleek red sports car with a black roof speeds around a grey asphalt race track curve, its front end angled towards the viewer.

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

It has the guidance, 167 images and the logos. The font files belong to Ferrari S.p.A, so they’re left out.

Download the Brand SkillZIP, 12.4 MB

ferrari-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ automotive-imagery.md

│ ├ motorsport-imagery.md

│ ├ dos-and-donts.md

│ ├ color.md

│ ├ logo.md

│ ├ typography.md

│ ├ voice.md

│ └ editorial-imagery.md

└ assets/

├ images/

└ logos/

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

Ferrari and its logos are trademarks of Ferrari S.p.A. Rainbrand isn’t affiliated with or endorsed by Ferrari S.p.A.

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