Claude Branding: The Complete Guide

Quick answer

Claude's brand uses a warm terra cotta main color (#da7756), bold black accents, and a serif font stack to feel smart, kind, and trustworthy. The logo nods to Claude Shannon and Anthropic's research roots. Download a compact brand reference to see the full spec and assets below.

What is Claude and why the brand matters?

Claude is Anthropic's AI assistant. The name honors Claude Shannon, a founder of information theory. That history shapes the brand: it wants to look smart, careful, and human. For a short product overview, see Meet Claude on Anthropic.

Who this guide is for

• Brand designers researching tech logos.
• Marketers comparing AI brand identities.
• Writers or students needing a simple case study.

Color palette: values and meaning

Anthropic and design writeups list a warm terra cotta as Claude's primary color. Here are the practical codes you can use in design files:

Color	HEX	RGB	CMYK
Terra cotta (primary)	#da7756	218, 119, 86	0%, 45.41%, 60.55%, 14.51%
Black (accent)	#000000	0, 0, 0	0%, 0%, 0%, 100%

Why this matters:

• Terracotta feels warm, friendly, and human. It stands out in tech, where blues and purples are common.
• Black adds weight and clarity for headlines and logos.

Source color specs and notes are published in design asset writeups like the one at BeginsWithAI.

Typography: the font stack and why it was chosen

Claude's site uses a serif font stack for body text. The announced stack is: ui-serif, Georgia, Cambria, "Times New Roman", Times, serif. That choice:

• Gives a more formal, academic tone for long reads.
• Helps legibility across devices with fallbacks.
• Supports the brand idea of careful, research-focused work.

Using a serif for tech text is a deliberate move to feel grounded and scholarly, echoing the product's safety and research signals.

The logo: shape, meaning, and files

The Claude logo is clean, simple, and approachable. Designers describe it as calm, measured, and human-centric. It intentionally signals:

• Trust & transparency: simple forms and clear spacing suggest openness.
• Human focus: soft edges and friendly proportions feel approachable.
• Scientific roots: the name and tone reference Claude Shannon and academic rigor.

For logo files and licensing notes, see the Wikimedia entries that host the logo sources: Claude AI logo on Wikimedia Commons and Claude AI logo image. Those pages include usage details you should read before republishing the logo.

Where to get assets and a quick brand sheet

• Official brand and framework documents: Claude Brand and Brand Framework Presentation.
• Practical downloads and color/font notes: BeginsWithAI's asset roundup.
• Third-party icons and variations: sites like Icons8 may host similar icons for quick mockups.

Tip: Always check licensing on Wikimedia or the original source before using the logo in products or marketing.

How to use Claude's brand correctly (dos and don'ts)

Dos

• Use #da7756 as the main accent or CTA color.
• Pair serif body text with a clean sans for UI headings when you need contrast.
• Keep spacing and clear space around the logo; that preserves the calm, measured feel.

Don'ts

• Don't change the terra cotta hue—small shifts alter the warm tone.
• Don't crowd the logo with busy backgrounds; use solid or subtle gradients.
• Don't use playful or gimmicky fonts that clash with the academic voice.

How Claude's brand fits the AI market

Most AI brands pick bright blues or high-tech gradients. Claude breaks that pattern. The terra cotta + serif choice helps it:

• Stand out visually among blue-heavy competitors.
• Signal thoughtful, academic rigor rather than raw speed or flashy features.

That positioning aligns with Anthropic's focus on safety and research. For a customer story that shows how teams use Claude for brand work, see Brand.ai on Anthropic's site.

Quick comparison: Claude vs typical AI brand

Feature	Typical AI	Claude
Primary tone	Blue, futuristic	Warm, earthy (terra cotta)
Typography	Sans-serif, modern	Serif stack for body text
Personality	Speed, utility	Trust, research, friendliness

FAQ

What is the exact HEX for Claude's main color?

The primary HEX is #da7756. RGB is 218, 119, 86. CMYK values are published in design notes linked above.

What font does Claude use?

Body text uses a serif stack: ui-serif, Georgia, Cambria, "Times New Roman", Times, serif. Use these fallbacks to match the intended feel.

Can I use the logo freely?

Logo files are hosted on Wikimedia. Read the licensing and trademark notes on the file pages before using the logo in products or marketing. See Wikimedia Commons.

Download: Claude Brand Quick Guide

For a compact reference you can put in a project folder, grab the Brand and Brand Framework Presentation. It collects examples, guidelines, and assets in one place.

Final thoughts

Claude's visual identity is a clear design choice: warm color and serif text signal care, trust, and academic roots. If you are designing an AI product that needs to feel thoughtful and human, there are ideas here worth borrowing. Curious how color and type change perception? Think of terra cotta like a friendly handshake—less flashy, more personal.