Oura brand
guidelines

Use the Oura wordmark as identity artwork.

Describe Oura as a consumer wellness product that measures physiological signals and provides insights into patterns over time. Keep health claims tied to the specific feature, metric, population, and comparison described. Distinguish the ring’s measurements from clinical assessment: Oura is not a medical device intended to diagnose, treat, cure, monitor, or prevent medical conditions. Present alerts as signals that may be worth attention, not as a diagnosis or substitute for care.

When communicating sleep accuracy, clarify what the number measures. The 95% sleep-staging claim on product copy refers to sleep-versus-wake detection; four-stage classification is a different measure and is described in the science material at roughly 76–79% agreement with PSG. Retain relevant comparison and study context whenever using an accuracy figure.

For Health Radar, Symptom Radar, Nighttime Breathing, and Blood Pressure Signals, use general-wellness language. Explain that features surface patterns or changes that may be worth discussing with a qualified healthcare professional; do not imply that they diagnose a condition or replace clinical judgment.

Preserve Oura’s actual app screens when showing the product experience. Pair interface views with the human context or feature they explain. App visuals show daily scores and long-term patterns across sleep, activity, readiness, stress, heart health, and other areas; retain their role as product-interface imagery rather than treating them as decorative graphics.

Use natural, intimate lifestyle photography that places the ring in ordinary moments—rest, movement, connection, and personal reflection. Favor soft or available light, close human gestures, and uncluttered settings. The ring should feel naturally worn, not staged as a medical instrument. This imagery supports Oura’s focus on personal wellbeing and everyday use.

Treat health data as deeply personal. Oura’s public-facing privacy message emphasizes member control, consent, and not selling personal data. Describe data sharing accurately: members choose whether to connect integrations or authorize specific sharing, and may disconnect integrations or manage data through available controls. Avoid absolute claims that could suggest data is never processed by service providers or disclosed under the privacy policy.

When discussing privacy, use a calm, direct tone. Emphasize control without overstating guarantees; the Trust Center describes data minimization, access controls, encryption, and layered security as parts of Oura’s approach.

Show the ring as a refined, compact wearable: close product views make its smooth silhouette, finishes, and considered construction legible. Include charger imagery when the charging experience is relevant. Use finish-specific photography and renders when the design or finish is the focus.