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(Brand guidelines) // Finance

Zelle brand
guidelines

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

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About Zelle

Zelle is a digital payments brand connecting people and businesses through participating U.S. banks and credit unions. Its identity pairs a recognizable purple presence with a bright mint accent and a warm, human message: helping people be there for one another when it counts.

Use Zelle’s own wordmark and standalone mark as the primary identity assets. Choose the supplied artwork that best fits the space, including the white wordmark for dark backgrounds. Keep the registered symbol that is built into the logo intact, and use the approved logo artwork rather than recreating it.

Zelle colors

  • Mint Green

    Web accent

    HEX
    RGB

  • White

    Web text

    HEX
    RGB

  • Vivid Purple

    Website background

    HEX
    RGB

  • Deep Purple

    Primary button text

    HEX
    RGB

Zelle fonts

  • Zelle Sans

    Heading · 700, Subheading · 600, Body · 400, Button · 400

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

Zelle’s voice

Write with warmth and empathy. Make the practical act of sending money feel like a way to show care, celebrate someone, or help in a pinch. Keep the language conversational and direct, and connect convenience to a human moment.

Use careful, reassuring language for safety education. Explain risks plainly, encourage readers to slow down and verify, and avoid making absolute promises about outcomes or protections.

  • “Here for you, so you can be there for them”
  • “Care is our true currency, and we deliver it seamlessly in the moments that matter most”
  • “When your friend needs help with groceries before payday”
  • “When in doubt, stop and get help”

Dos and don’ts

Do

  • Lead with the human reason for a payment: showing up, helping out, or sharing a meaningful moment.
  • Keep copy direct, conversational, and clear about how the service works.
  • In safety content, encourage people to pause, verify the recipient, and contact their financial institution when needed.
  • Use Zelle’s own wordmark or mark artwork in a placement suited to its background.
  • Use purple as the recognizable brand foundation, with mint as a bright accent.

Don’t

  • Don’t make a payment sound like only a transaction; connect it to the people and moments it supports.
  • Don’t imply that payments can be canceled or reversed after the recipient is enrolled.
  • Don’t overstate safety, reimbursement, or payment-protection outcomes; explain the relevant qualifications.
  • Don’t redraw, distort, or remove elements from Zelle’s own logo artwork.

Zelle imagery

92 images from zellepay.com, in 4 files of the Brand Skill. Each file starts with its guidance, then shows the images it refers to.

Imagery lifestyle

30 images

Zelle’s lifestyle imagery connects everyday money moments to real relationships, community, and small-business life. Use the supplied imagery as visual direction for human-centered scenes, with the brand’s purple presence supporting the story rather than distracting from it. The examples span personal payments, small-business interactions, education, and campaign moments.

  • A horizontal banner features four diverse men smiling and laughing while sharing a sushi dinner in a dimly lit, cozy restaurant booth.
  • The white "Zelle" logo is centered against a solid, vibrant purple background.
  • The Zelle logo is presented in a bold, white sans-serif font centered against a solid, vibrant purple background.
  • A vibrant purple graphic featuring a large, solid white semi-circle that occupies the majority of the frame.
  • A dark sedan with its hood propped open dominates the foreground of a dim, industrial auto repair shop.
  • An action-oriented sports photograph captures a male soccer player in a black and gold jersey sprinting with a soccer ball at his feet.
  • A woman with curly hair and glasses sits on a bright coral sofa, smiling as she looks at a smartphone and pets a small, scruffy black-and-grey dog.
  • A low-angle lifestyle photo captures three smiling women of diverse backgrounds leaning in to look at their smartphones.
  • A woman with her hair in a bun and wearing a vibrant blue knit cardigan sits at a white desk, smiling as she looks at her purple smartphone.
  • A young man with curly hair and a maroon long-sleeve shirt smiles warmly at his smartphone while sitting at a cluttered desk in a dimly lit dorm room.
  • A circular lifestyle photo captures a woman with curly hair tied back, wearing a mint green top and pink protective gloves, as she looks at her phone while…
  • A man with dark hair and a light beard smiles warmly while looking down at his smartphone, holding a black-and-white soccer ball tucked under his other arm.
  • A medium shot of an older woman with long brown hair smiling as she looks at a lavender-colored smartphone in a sun-drenched park.
  • A side-profile lifestyle photograph shows a young woman with blonde wavy hair walking four medium-to-large dogs across a driveway.
  • A woman with blonde-streaked hair walks several leashed dogs while looking at her smartphone in front of a large, dark wood paneled garage door.
  • A bald Black man in a plaid shirt kneels on the floor of a bright, modern kitchen, focused on a wrench he is wiping with a yellow cloth.
  • A professional manicurist in pink gloves uses a tablet while her client, a woman in a white silk lace robe, smiles at her pink smartphone during an at-home…
  • Under a bright white market canopy, a male customer holds his phone out to pay a smiling blonde vendor in a mustard jumpsuit.
  • A woman with curly blonde hair and glasses sits on a vibrant coral-colored sofa, smiling while looking at her smartphone and petting a small, scruffy grey dog.
  • A woman with curly hair and glasses sits on a vibrant salmon-colored sofa, smiling as she looks at her smartphone.
  • A vibrant flat illustration shows a purple smartphone centered on a dark teal tiled surface, displaying a silhouette of a muscular man flexing his bicep on…
  • A woman with curly hair pulled up in a bun smiles warmly as she looks at her purple smartphone in a sunlit living room.
  • A woman with red lipstick and a blue knit cardigan sits at a bright white desk, smiling as she looks down at a lavender smartphone.
  • A blonde woman in a dark olive silk shirt sits at a white circular table, her eyes looking down as she holds a smartphone.
  • A vertical digital graphic features a simplified map of the NYC Ferry routes on a pale blue background, topped by a purple header that reads 'DEAR NYC, LET’S…
  • A smiling young woman in a teal hoodie sits on a green sofa, wrapped in a purple knit blanket while looking at her smartphone.
  • A college student with dark curly hair sits at a cluttered wooden desk in a dimly lit dormitory, illuminated by the warm glow of a desk lamp and his…
  • A split-screen graphic features a woman in a green hoodie smiling at her smartphone on the left, while a solid purple field with white text reading "WHEN IT…
  • A split banner features a smiling person in a green hoodie looking at their phone while sitting near a cardboard box and bubble wrap.
  • A wide, solid vibrant purple graphic shape featuring a flat top and a smooth, upward-arching concave bottom edge.

Imagery explanatory

30 images

Use Zelle’s explanatory visuals to make payment steps, features, and safety advice easy to follow. The examples include simple payment-process illustrations, small-business use cases, feature visuals, and safety-tip icons. Keep each visual tied to a clear, useful message.

  • A flat, minimalist vector icon of a purple smartphone centered in the frame.
  • A flat, stylized icon of a purple magnifying glass containing a person's silhouette to represent a talent search or user discovery.
  • A flat vector illustration of two purple smartphones side-by-side, symbolizing a data transfer or synchronization process.
  • A minimalist graphic icon depicting a group of three stylized figures in varying shades of purple.
  • A flat, stylized graphic of a vertical smartphone in shades of purple.
  • A flat, 2D vector icon of a neoclassical building such as a bank or courthouse, rendered in shades of purple and violet.
  • A minimalist, flat graphic icon of a notification bell rendered in shades of purple and teal.
  • A flat vector graphic featuring a bold purple shield with a stylized person icon centered in the foreground.
  • A flat vector illustration depicts a purple horizontal card featuring a dark QR code on the left and two soft blue text lines on the right.
  • A minimalist flat graphic illustration of a vibrant purple bi-fold wallet.
  • A flat vector illustration features a purple smartphone centered in a stylized stadium or theater setting.
  • A vibrant purple and teal digital illustration shows a laptop screen displaying a job advertisement labeled 'New Opening' and 'Perfect for you!' with a…
  • A flat-style digital illustration depicts a stylized purple living room with three red flag icons pointing to specific items.
  • A flat purple and teal illustration depicts a desktop computer monitor surrounded by floating dark tiles representing cybersecurity risks.
  • A flat, purple-toned vector illustration featuring a stylized ID badge with a padlock in the foreground.
  • A flat digital graphic representing a password entry field.
  • A flat graphic icon featuring a vibrant purple circle with a dark purple Wi-Fi signal symbol centered inside.
  • A flat, minimalist icon featuring a bold purple six-toothed gear as the primary element.
  • A vibrant purple notification bell icon designed in a flat, minimalist graphic style with rounded contours.
  • A flat graphic icon featuring a purple envelope with a teal magnifying glass layered over its bottom-right corner.
  • A flat, stylized graphic of a purple rectangular card being examined by a bright mint green magnifying glass.
  • A minimalist flat graphic icon featuring a solid purple circle with a thin white dollar sign at its center.
  • A minimalist flat graphic icon depicting a group of three stylized figures in varying shades of purple.
  • A flat, stylized icon of a smartphone rendered in various shades of purple.
  • A high-angle photo shows a woman and a Black man lying on beach towels, laughing as they look at their respective smartphones in lavender and light blue cases.
  • A Black woman with a sleek bob hairstyle sits at a curved wooden desk, focused as she writes in a black portfolio.
  • A celebratory low-angle photo shows a man, an older woman, and a young boy with their fists raised in triumph against a bright blue sky.
  • A minimalist flat-style graphic featuring a purple profile icon with a teal checkmark badge.
  • A vibrant purple circular icon containing a mint green dollar sign in the center.
  • A man wearing black over-ear headphones and a purple sweater smiles while working from a wooden desk on his silver laptop.

Video imagery

9 images

Zelle’s safety-video imagery uses topic-specific thumbnails to make scam education approachable and easy to browse. Keep the subject of each visual aligned with the specific safety topic, and use these examples as the reference set for safety-video and scam-awareness creative.

  • A flat, purple smartphone sits centered on a lavender dotted background, displaying a grey profile avatar with a red question mark icon.
  • A vibrant flat-style vector illustration depicts an underwater scene in shades of purple and mint green.
  • A flat-style purple vector illustration of a two-story suburban house at dusk, featuring glowing yellow windows and three utility icons floating above.
  • A flat vector illustration depicts a purple laptop displaying a hotel booking page with a bed image, "8 Reviews," and a four-and-a-half-star rating.
  • A flat vector illustration depicts an 'INVOICE DUE NOW' notification on a tablet screen, surrounded by digital security threats.
  • A flat vector illustration depicts a purple mansion and a sleek sports car parked on a white driveway behind a gated entrance.
  • A flat vector illustration shows a purple laptop displaying a suspicious donation website called 'SaveTheKitt3ns.net' with a sad cat behind bars and a red…
  • A purple, stylized car flies through a pastel lavender sky filled with soft white clouds, its headlights gleaming with bright white starbursts.
  • This flat vector illustration features a purple laptop on a desk displaying an "URGENT!" email notification with a red question mark icon.

Brand badges

23 images

Zelle badges combine the logo with a background for use in consumer-facing business communications. The examples show purple, white-background, and black alternatives, as well as sizing, clear space, and contrast treatments. Select an existing badge asset that fits the placement; preserve its complete artwork and proportions. This guidance is for badge placements, not a replacement for the standalone logo.

  • A high-contrast, black-and-white architectural photograph featuring a swirling lattice of curved metallic ribbons.
  • Two rectangular Zelle logo badges are stacked vertically against a plain white background.
  • Two rectangular Zelle logo buttons are stacked vertically on a plain white background.
  • Two Zelle logo buttons are stacked vertically on a plain white background.
  • A vertical stack of two Zelle logos enclosed in rounded rectangular badges.
  • A technical brand asset showing the white 'Zelle' logo centered within a solid purple rounded-corner rectangle.
  • The white Zelle logo is centered on a vibrant purple, rectangular field with slightly rounded corners.
  • A vibrant purple wordmark for Zelle features a stylized capital letter 'Z' with a vertical bar running through its center.
  • The Zelle logo is rendered in a solid, vibrant purple color against a plain background.
  • A minimalist, solid black wordmark for "Zelle" presented on a plain white background.
  • A solid black Zelle logo features lowercase, bold sans-serif typography.
  • A thin, diagonal red strike-through line slashes across a Zelle brand graphic, indicating a prohibited use.
  • A thin, diagonal red line strikes through a light blue Zelle logo, signaling a brand misuse or negative constraint.
  • A white Zelle wordmark, featuring a stylized 'Z' with a vertical bar through it, is centered on a solid purple rectangle.
  • A vibrant purple rectangular card features the white "Zelle" logo centered on its surface.
  • A slanted purple rectangle contains the white 'Zelle' logo, which is struck through by a thin red diagonal line.
  • A vibrant purple rectangular button with rounded corners features the 'Zelle' logo in bold white sans-serif text.
  • Two Zelle brand logos are presented side-by-side as rounded rectangular icons.
  • A centered white rectangular card displays the purple "Zelle" logo with its characteristic stylized 'Z' containing two vertical bars.
  • A white rectangular logo block contains the word "Zelle" in a vibrant purple, sans-serif font.
  • Two versions of the Zelle logo are presented side-by-side on a dark teal background.
  • A horizontal digital banner features the Zelle logo in bold white text against a vibrant purple background.
  • A horizontal purple graphic features the Zelle logo in bold white text on the right side.

Download Zelle’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 Zelle’s guidelines. It starts at SKILL.md, which points to the right file for each task.

It has the guidance, 92 images and the logos. The font files belong to Early Warning Services, LLC, so they’re left out.

Download the Brand SkillZIP, 5.9 MB

zelle-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ dos-and-donts.md

│ ├ color.md

│ ├ logo.md

│ ├ voice.md

│ ├ imagery-lifestyle.md

│ ├ imagery-explanatory.md

│ ├ video-imagery.md

│ ├ brand-badges.md

│ └ typography.md

└ assets/

├ images/

└ logos/

Rainbrand’s Brand Agent built this Brand Skill from zellepay.com on 3 Nov 2026. It isn’t Zelle’s official guide. Reviewed by Siddharth Borderwala, Founding Engineer at Rainbrand.

Zelle and its logos are trademarks of Early Warning Services, LLC. Rainbrand isn’t affiliated with or endorsed by Early Warning Services, LLC.

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