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(Brand guidelines) // Automotive

Tesla brand
guidelines

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

Download the Brand Skill
Tesla T logo
  • Tesla red#CC0000
  • Black#000000
  • White#FFFFFF
  • Dark gray#171A20

About Tesla

Tesla is a technology and energy company whose work spans electric vehicles, solar energy, energy storage, charging, and vehicle software. Its brand connects individual mobility with a broader vision of sustainable energy.

Use Tesla’s standalone T as the primary logo. Keep the mark distinct from product images, promotional imagery, and backdrops.

Tesla colors

  • Tesla red

    The T logo

    HEX
    RGB

  • Black

    Dark backgrounds

    HEX
    RGB

  • White

    Backgrounds and text on dark

    HEX
    RGB

  • Dark gray

    Headlines and icons

    HEX
    RGB

  • Charcoal

    Body text

    HEX
    RGB

  • Blue

    Primary buttons

    HEX
    RGB

Tesla fonts

  • Universal Sans Text

    Heading · 700, Body · 400

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

Tesla’s voice

Write with confidence and clarity. Lead with a concrete benefit, capability, or ambition; support it with specific product details when useful. Use short declarative headlines and direct supporting copy. Calls to action may be brief and active, but keep them distinct from explanatory prose.

  • “Building a World of Amazing Abundance”
  • “Go Anywhere, Charge Everywhere”
  • “Safety is at the center of every product we build”
  • “With plenty of range for both daily drives and road trips, Tesla vehicles get you where you want to go”
  • “Engineered for maximum performance and designed for driver comfort”

Dos and don’ts

Do

  • Build around a clear product benefit, then explain the feature that delivers it. Tesla’s own copy links everyday convenience to specifics such as charging at home or route planning.
  • Use concise, confident headlines and direct sentences. Pair a broad promise with useful product details or measurable proof.
  • Keep product imagery and interface imagery grounded in Tesla’s own vehicles, energy products, charging, and product experiences.
  • Keep product claims precise and appropriately qualified. State when figures are estimates, trim-specific, dependent on conditions, or subject to availability.

Don’t

  • Don’t turn a feature description into a promise of universal performance; preserve material qualifications and context.
  • Don’t present Full Self-Driving (Supervised) as autonomous. Tesla describes it as driver assistance requiring active driver supervision.
  • Don’t add visual or verbal clutter that distracts from the product and its benefit; favor the clean, precise, minimalist qualities described in Tesla’s product copy.

More from the Brand Skill

Brand and campaign imagery

Use Tesla’s own campaign and homepage visuals for promotional imagery, social sharing, and broad brand storytelling.

Digital product imagery

Preserve screenshots and interface visuals of Tesla’s own digital products as references for product experience. This includes vehicle touchscreens and controls, the Tesla app, charging route planning, fleet tools, and energy management.

Autonomy imagery

Present autonomous and driver-assistance technology in the context of Tesla vehicles and their actual user experience. Tesla’s Full Self-Driving (Supervised) descriptions emphasize active driver supervision; do not imply that supervised driver assistance is autonomous.

Safety imagery

Keep safety imagery connected to the vehicle and its real driving context. Tesla’s safety storytelling spans safer driving, collision prevention, occupant protection, and the experience after a collision.

Vehicle imagery

Tesla vehicle imagery presents the vehicle as the subject, often in a clean product setting or within an environment that reinforces its use. Use this imagery for vehicle pages, campaigns, and product-focused creative. Treat Model X as legacy or pre-owned, not a current new-vehicle offering.

Charging imagery

Show charging as part of everyday use: at home, at work, at a Supercharger, or on a road trip. Tesla’s charging visuals connect the vehicle, charging hardware, route planning, and the experience of getting back on the road.

Company imagery

Tesla’s company storytelling brings together solar, batteries, and electric vehicles in the context of sustainable energy. Use this imagery for company-level work that spans the product ecosystem.

Energy imagery

Show energy products in real homes, on rooftops, or in utility-scale settings. Tesla’s energy storytelling connects generation, storage, household use, backup power, and the wider grid. Preserve product and app visuals as references for how the ecosystem is presented.

Commercial vehicle imagery

Show Semi in transport and work settings, with product details that communicate range, performance, driver comfort, and fleet operations. Keep fleet dashboard visuals as product-interface references.

Download Tesla’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 Tesla’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

tesla-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ brand-mark.md

│ ├ color.md

│ ├ dos-and-donts.md

│ ├ typography.md

│ ├ voice.md

│ ├ brand-campaign-imagery.md

│ ├ digital-product-imagery.md

│ ├ autonomy-imagery.md

│ ├ safety-imagery.md

│ ├ vehicle-imagery.md

│ ├ charging-imagery.md

│ ├ company-imagery.md

│ ├ energy-imagery.md

│ └ commercial-vehicle-imagery.md

└ assets/logos/

└ tesla-icon.png

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

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

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