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(Brand guidelines) // Home and living

Hay brand
guidelines

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

Download the Brand Skill
HAY wordmark
  • Black#000000
  • White#FFFFFF

About Hay

HAY is a Danish design company creating furniture, lighting and accessories for everyday life. Its work pairs functional, high-quality design with a fresh perspective, making good design accessible to a wide audience.

Use the HAY wordmark, set in bold capitals, to identify the brand: black on light backgrounds and white on dark ones, as on hay.com. Keep the mark distinct from product photography and campaign imagery.

Hay colors

  • Black

    Logo and text

    HEX
    RGB

  • White

    Backgrounds and the logo on dark backgrounds

    HEX
    RGB

Hay fonts

  • ITC New Baskerville

    Headings and editorial text · 400

  • Neue Helvetica

    Body, navigation and labels · 400

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

Hay’s voice

Write with clarity and quiet conviction. Focus on how design serves everyday life; keep language accessible, contemporary and specific. Use concise descriptions that connect function, form and context rather than relying on grand claims. Use British spelling, as HAY’s copy does.

Product descriptions tend to pair a practical benefit with an inviting setting: “add extra colour and comfort to your sofa or bedroom” and “add atmosphere whilst offering a functional solution.”

  • “HAY has always believed that good design is everyone’s right”
  • “From a toothbrush to a paper bin to a sofa, HAY products always offer a fresh take on the quotidian objects that are part of our everyday”
  • “At HAY, everything we make draws from three primary sources of inspiration: art, architecture, and fashion”
  • “add extra colour and comfort to your sofa or bedroom”
  • “add atmosphere whilst offering a functional solution”

Dos and don’ts

Do

  • Make functionality and everyday relevance visible in the design and in the copy.
  • Let art, architecture and fashion inform fresh, culturally aware work.
  • Make products feel at home in varied personal and professional environments.
  • Describe sustainability practices specifically and accurately.

Don’t

  • Don’t make good design feel exclusive; HAY’s stated vision is that it is everyone’s right.
  • Don’t treat form as separate from context, use or function.
  • Don’t turn qualified sustainability statements into absolute claims.
  • Don’t redraw the HAY wordmark, set it in lowercase or recolor it beyond black and white.

More from the Brand Skill

Design principles

Design for everyday use, with function and a fresh point of view. HAY’s products address the objects of daily life, from small accessories to furniture, and are intended to work across a range of personal and professional environments.

Draw inspiration from art, architecture and fashion: value originality, consider the context in which an object is used, and respond to contemporary culture. Keep the result approachable and relevant to a wide audience.

For product and sustainability claims, use precise language. HAY describes specific practices such as using recycled content where possible, FSC-certified wood and bio-based foam; do not turn these examples into broader unqualified claims.

Brand-world imagery

Use HAY’s own brand and product imagery to communicate its contemporary design world. Include brand imagery, product settings and store environments.

Inspiration imagery

Use HAY’s interiors and collection imagery for inspiration-led work, showing products in everyday settings and alongside complementary objects.

News imagery

Use HAY’s news imagery to present launches and product stories in their collection context.

Product imagery

Use HAY’s product imagery to present its furniture, lighting and accessories in their own product and collection contexts.

Sustainability imagery

Use HAY’s sustainability imagery to support communications about the brand’s materials, certifications and environmental initiatives.

Designer imagery

Use HAY’s designer portraits to support stories about its international design community and collaborations.

Download Hay’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 Hay’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

hay-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ brand-marks.md

│ ├ colors.md

│ ├ design-principles.md

│ ├ dos-and-donts.md

│ ├ typography.md

│ ├ brand-world-imagery.md

│ ├ inspiration-imagery.md

│ ├ news-imagery.md

│ ├ product-imagery.md

│ ├ voice.md

│ ├ sustainability-imagery.md

│ └ designer-imagery.md

└ assets/logos/

└ hay-wordmark.svg

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

Hay and its logos are trademarks of HAY ApS. Rainbrand isn’t affiliated with or endorsed by HAY ApS.

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