Bloom is now Rainbrand

(Brand guidelines) // Sports and outdoors

Patagonia brand
guidelines

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

Download the Brand Skill
Patagonia wordmark
  • Black#000000
  • White#FFFFFF
  • Brand red#FA4616
  • Brand blue#003DA5

About Patagonia

Patagonia makes durable outdoor clothing and gear and tells stories rooted in outdoor pursuits, care for products, and protection of the natural world. Its business purpose is to help save our home planet.

Use the lowercase patagonia wordmark as the brand signature. Keep it recognizable and unaltered, and keep it separate from photography and product imagery.

Patagonia colors

  • Black

    The wordmark and text

    HEX
    RGB

  • White

    Backgrounds

    HEX
    RGB

  • Brand red

    Brand accent and highlights

    HEX
    RGB

  • Brand blue

    Brand accent

    HEX
    RGB

  • Brand purple

    Brand accent

    HEX
    RGB

Patagonia fonts

  • Ridgeway Sans

    Headings · 500, Body · 300

  • Galaxie Copernicus

    Story titles and pull quotes · 400

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

Patagonia’s voice

Write with directness, purpose, and a grounded sense of responsibility. Patagonia’s voice connects business decisions to the health of the planet, speaks plainly about the work ahead, and makes room for warmth and humor in practical guidance.

Use human, active language and concrete actions. Favor candid statements over polished corporate generalities. In environmental writing, connect the issue to communities, nature, and meaningful action; in product-care writing, make useful advice welcoming and approachable.

  • “If we have any hope of a thriving planet—much less a business—it is going to take all of us doing what we can with the resources we have”
  • “A quirky repair video is good for your soul. You’ll laugh, learn many useful repair tricks to make your grandma proud and finally discover what a sweater stone is”
  • “Used to be cool. Still is”

Dos and don’ts

Do

  • Ground brand storytelling in real outdoor pursuits, product care, and community-led environmental work.
  • Be candid about environmental impact and describe the practical work Patagonia is taking to address it.
  • Write with human warmth; make practical guidance clear and enjoyable to use.
  • Present care, repair, and reuse as ways to keep gear in play for as long as possible.

Don’t

  • Don’t present Patagonia as a nonprofit; it continues to operate as a for-profit business.
  • Don’t suggest that buying offsets alone erases the business’s footprint or is enough to address climate change.
  • Don’t make environmental promises sound like finished work; Patagonia describes the effort as ongoing and calls for systemic change.
  • Don’t redraw or distort the wordmark, or set it over busy photography.

More from the Brand Skill

Activism and Story Imagery

Patagonia’s editorial imagery follows people and places connected to environmental action. Use specific, documentary-feeling photographs that make the place, community, and work central to the story.

Outdoor and Product Imagery

Use Patagonia’s imagery to show people engaged in outdoor pursuits and gear in its intended setting. Outdoor images span climbing, surfing, snow, and time in the backcountry; product and category imagery supports clear, practical shopping experiences.

Brand Assets

Patagonia also uses a set of supporting brand icons. Keep these distinct from the wordmark.

Food and Provisions Imagery

Provisions imagery connects food with its sourcing, growers, harvesters, and landscapes. Show the people and practices behind responsibly sourced food, alongside clear product presentation.

Worn Wear and Product Care Imagery

Show gear being used, kept in rotation, repaired, or cared for. Worn Wear imagery connects used products with outdoor lives and continued usefulness; repair imagery makes hands-on care visible.

Download Patagonia’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 Patagonia’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

patagonia-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ imagery-activism-and-stories.md

│ ├ dos-and-donts.md

│ ├ voice-and-copy.md

│ ├ imagery-outdoor-and-product.md

│ ├ colors.md

│ ├ logo.md

│ ├ typography.md

│ ├ imagery-brand-assets.md

│ ├ imagery-food-and-provisions.md

│ └ imagery-worn-wear-and-care.md

└ assets/logos/

└ patagonia-logo.svg

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

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

Make one for
your brand.

Add Rainbrand to your agent and give it your website, brand guide or files. Rainbrand builds a Brand Skill like this one and keeps it up to date.

Get startedRead the docs

  1. Open the Rainbrand plugin and add it.

    Open Rainbrand plugin (opens in a new tab)

  2. Connect your Rainbrand account when asked. It works in ChatGPT and in Codex.

See all brands

Rainbrand builds and maintains shared brand context for your agents and products.

Get startedRead the docs (opens in a new tab)