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(Brand guidelines) // Developer tools

Retool brand
guidelines

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

Download the Brand Skill
Retool logo in light neutral
  • Near-black#151515
  • Light neutral#E9EBDF
  • Charcoal#242424
  • Light gray#CBCCC4

About Retool

Retool is a platform for building, launching, and governing production business software, apps, workflows, and AI agents. Its brand brings builder-led ambition and thoughtful software design together with practical speed, human usefulness, and enterprise control.

Retool’s logo pairs the R symbol, an R made of building blocks, with the Retool name. Use it in light neutral on dark backgrounds and in black on light ones, and use the R symbol on its own where a compact identity is needed.

Retool colors

  • Near-black

    Primary dark: site background and cards

    HEX
    RGB

  • Light neutral

    Primary light: logo, headlines, text and primary buttons on dark

    HEX
    RGB

  • Charcoal

    R symbol and raised dark surfaces

    HEX
    RGB

  • Light gray

    Secondary text and links

    HEX
    RGB

  • Warm gray

    Borders and muted details

    HEX
    RGB

Retool fonts

  • Saans

    Headings · 300, Body · 300

  • Px Grotesk

    Captions, labels and buttons · 400

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

Retool’s voice

Retool writes with conviction about making better software, while keeping the language direct, human, and grounded in what builders and teams can do. Frame the work as a way to turn real problems into useful software, not as technology for its own sake.

Use plain, energetic statements that balance possibility with practical delivery. Retool’s own copy includes: “Software should be good. Too often, it isn’t.”; “Retool is still for builders.”; “We are standing on a bridge between product and imagination.”; and “AI made it cheap to build. Retool makes it safe to ship.”

  • “Software should be good. Too often, it isn’t”
  • “Retool is still for builders”
  • “We are standing on a bridge between product and imagination”
  • “AI made it cheap to build. Retool makes it safe to ship”
  • “The prototype is done. Now ship it”

Dos and don’ts

Do

  • Build around the people who use and make software; show how tools help them do meaningful work.
  • Make thoughtful user experience, design, and attention to detail part of the work.
  • Pair ambition and imagination with tangible outcomes, real data, and production readiness.
  • Give builders a sense of ownership, autonomy, and room to explore.
  • Set headlines and body in Saans, with Px Grotesk for small captions, labels and buttons, on a near-black and light-neutral palette.

Don’t

  • Don’t treat software as only code, infrastructure, or a collection of technical parts.
  • Don’t reduce the brand to visual styling or catchy copy; connect expression to Retool’s ethos and product.
  • Don’t settle for interchangeable, “same old” software language or presentation.
  • Don’t promise speed without acknowledging the need for safe, governed production software.

More from the Brand Skill

Brand artwork

Retool’s brand artwork can lean into abstraction and imagination while staying connected to software, building, and possibility. Use the distinctive R built from building-block shapes as a meaningful expression of the brand, rather than treating it as decoration alone.

Retool’s brand-story artwork explores software as both practical and imaginative.

Give abstract and campaign imagery the same sense of possibility, grounded in real business software and governed production.

Use editorial illustrations and imagery to make software concepts feel human, vivid, and approachable.

Retool’s own workplace and industry imagery extends its story into the people and environments that build and operate software.

Product experience

Retool’s product experience is about building real, editable software that connects to company data and supports consequential work. Apps can help teams inspect information, take action, automate processes, and monitor operations. Keep those practical outcomes visible in product storytelling.

Retool presents governance as part of the platform: apps inherit permissions and access controls, connect to production data, and support auditability and controlled deployment. Depict security as built into the way software is built and shipped, rather than a decorative add-on.

Product interface

Retool’s product imagery shows working business software: dense but organized interfaces for dashboards, operations, security, data, and workflows. Favor clear information hierarchy, visible data, and interfaces that support both inspection and action.

The builder and deployment experience connects code, AI-assisted work, real data, and governance.

Retool’s agent and workflow interfaces present configuration, execution, monitoring, and auditability as parts of a production system. Represent the real product experience, not generic dashboard decoration.

Template and app-gallery images show Retool’s product experience across practical business uses. Use them to convey useful, data-connected software that teams can inspect, adapt, and operate.

Download Retool’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 Retool’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

retool-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ dos-and-donts.md

│ ├ brand-artwork.md

│ ├ colors.md

│ ├ logo.md

│ ├ typography.md

│ ├ voice.md

│ ├ product-experience.md

│ └ product-interface.md

└ assets/logos/

├ retool-logo-4.svg

├ retool-logo-3.svg

└ retool-logo.svg

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

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

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