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(Brand guidelines) // Automotive

Rivian brand
guidelines

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

Download the Brand Skill
RIVIAN wordmark in black
  • Rivian yellow#FFAC00
  • Black#000000
  • White#FFFFFF
  • Near-black#151515

About Rivian

Rivian is an American electric-vehicle company focused on vehicles and technology that inspire exploration. Its brand brings together adventurous utility, thoughtful design, evolving software, and care for the natural world.

Use the widely spaced RIVIAN wordmark as the primary logo, in black on light grounds or white on dark grounds. Keep it clear, intact, and distinct from photography, backgrounds, product imagery, and interface controls.

Rivian colors

  • Rivian yellow

    Signature accent

    HEX
    RGB

  • Black

    Wordmark, text and primary surfaces

    HEX
    RGB

  • White

    Backgrounds and text on dark surfaces

    HEX
    RGB

  • Near-black

    Secondary dark surfaces

    HEX
    RGB

  • Light gray

    Secondary light surfaces

    HEX
    RGB

  • Dark gray

    Secondary text

    HEX
    RGB

Rivian fonts

  • Adventure

    Headings · 600, Body · 400

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

Rivian’s voice

Write with an optimistic, inviting confidence. Link electric-vehicle capability to real exploration and everyday utility; make technology feel approachable and human. Use vivid, plainspoken language rather than technical spectacle or generic sustainability claims.

  • “Keep the world adventurous forever”
  • “Designed to get out there”
  • “Dynamic driving fun meets go-anywhere capability”

Dos and don’ts

Do

  • Connect adventure to specific, tangible vehicle capabilities and experiences.
  • Keep technology and charging language useful, direct, and easy to picture.
  • Use warm, inclusive invitations to explore, learn, drive, and discover.
  • Let design feel considered and capable, balancing elevated materials with practical utility.

Don’t

  • Don’t reduce the brand to technical specifications or performance figures; connect those details to what people can do.
  • Don’t make unsupported or absolute claims about range, charging speed, safety, or driver assistance. Preserve qualifications when making such claims.
  • Don’t use fear, pressure, or jargon where a straightforward, welcoming explanation will do.

More from the Brand Skill

Spaces and people

Show Rivian spaces as approachable places to explore vehicles, compare materials, ask questions, and meet the brand. People and teams belong naturally in the scene; keep the setting warm, open, and grounded in real places.

Brand and campaign imagery

Rivian’s photography pairs vehicles and people with real landscapes, roads, charging stops, and welcoming places. Favor an authentic sense of movement, exploration, and human connection; use brand visuals and campaign imagery in their intended context.

Vehicle imagery

Show Rivian vehicles as purposeful, capable, and at home in varied terrain and daily life. Product imagery ranges from cinematic outdoor settings to clean studio and configuration views. Preserve the vehicles’ distinctive forms, colors, finishes, and proportions.

Product and interface imagery

Preserve Rivian’s own product experience in visual work: vehicle displays, app screens, charging tools, configuration views, and service or support experiences. Keep screens legible and product details faithful; show interfaces in believable use rather than as generic technology decoration.

Download Rivian’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 Rivian’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

rivian-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ dos-and-donts.md

│ ├ voice.md

│ ├ imagery-spaces-and-people.md

│ ├ imagery-brand-and-campaign.md

│ ├ imagery-vehicles.md

│ ├ imagery-product-experience.md

│ ├ colors.md

│ ├ logo.md

│ └ typography.md

└ assets/logos/

└ rivian-lockup.svg

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

Rivian and its logos are trademarks of Rivian IP Holdings, LLC. Rainbrand isn’t affiliated with or endorsed by Rivian IP Holdings, LLC.

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