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(Brand guidelines) // Health and wellness

Oura brand
guidelines

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

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About Oura

Oura makes a smart ring and app that turn health signals into personalized insights, helping people understand their wellbeing with clarity and confidence. Its brand combines unobtrusive, thoughtfully designed wearable technology with an evidence-led, human approach to everyday health.

Use the ŌURA wordmark, with its macron over the O, as the brand identity. Set it in black on light grounds or white on dark grounds, and keep it clear and distinct from product imagery, interface icons, and decorative backgrounds.

Oura colors

  • Black

    Wordmark, dark sections and contrast

    HEX
    RGB

  • Sandstone

    Warm page background

    HEX
    RGB

  • Earthy gray-brown

    Body text on light backgrounds

    HEX
    RGB

  • Blue

    Links and interactive emphasis

    HEX
    RGB

  • Cream

    Cards and secondary warm surfaces

    HEX
    RGB

  • Near-black

    Dark backgrounds

    HEX
    RGB

  • White

    Wordmark and text on dark backgrounds

    HEX
    RGB

Oura fonts

  • Editorial New

    Display headings · 300

  • Akkurat LL

    Subheadings · 300, Body · 300, Buttons · 700

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

Oura’s voice

Oura’s voice is clear, reassuring, and personal. It makes health information feel understandable and useful without losing its evidence-led character. Address the reader directly, connect measured signals to practical meaning, and emphasize individual patterns rather than one-size-fits-all promises. Keep claims measured and explain what an insight helps someone understand or do.

Use plain, memorable phrasing such as “Understand your body. Own your health.” and “Navigate your health with clarity.” For longer copy, show the value of interpretation: “Most wearables stop at data. Oura turns yours into personalized guidance, empowering you to own your health with clarity and confidence.” Speak about wellbeing as an ongoing personal journey, as in “Your body changes day to day, and so does its needs.”

  • “Understand your body. Own your health”
  • “Navigate your health with clarity”
  • “Your body changes day to day, and so does its needs”

Dos and don’ts

Do

  • Pair health metrics with a short explanation of what they can help someone understand.
  • Make the benefit personal and actionable, using direct, plain language.
  • Present the ring as discreet, comfortable everyday technology and show it in lived-in, human contexts.
  • Keep privacy messaging specific: state that Oura does not sell personal data, and make consent clear when discussing integrations or sharing.
  • Make marketing imagery feel calm, intimate, and grounded in everyday life, with the ring naturally visible.

Don’t

  • Don’t frame Oura as a medical device or imply that its wellness features diagnose, treat, or prevent conditions.
  • Don’t present an accuracy figure without its comparison or measurement context; distinguish sleep/wake detection from four-stage classification.
  • Don’t promise universal outcomes or imply that a single score tells the whole story of someone’s health.
  • Don’t claim that no data is ever processed or disclosed; describe privacy and consent with precision.
  • Don’t make the writing sound alarmist or treat a biometric signal as a diagnosis.

Oura imagery

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

Brand assets

3 images

Use the Oura wordmark as identity artwork.

  • A striking close-up portrait shows a young woman with vibrant red hair, freckles, and blue eyes looking thoughtfully to her right.
  • A close-up photograph of a Black woman with a focused expression holding a white tennis ball marked with the Oura logo.
  • A polished gold smart ring rests on a dark, craggy volcanic rock, with a small red and black ladybug perched on its outer edge.

Oura app imagery

41 images

Preserve Oura’s actual app screens when showing the product experience. Pair interface views with the human context or feature they explain. App visuals show daily scores and long-term patterns across sleep, activity, readiness, stress, heart health, and other areas; retain their role as product-interface imagery rather than treating them as decorative graphics.

  • A horizontal fanned-out arrangement of five mobile app screens for the Oura health tracker showcasing a dark, elegant UI with sophisticated data visualizations.
  • Three smartphones are angled in a row against a black background, each displaying the Oura mobile app interface with unique 'Health Radar' alerts.
  • A health-tracking app screenshot features a prominent '92' in a thin white font, followed by the text 'Amazing sleep score'.
  • A digital screenshot of a sleep tracking interface featuring white and light blue text on a dark backdrop.
  • A digital UI screenshot featuring two dark, rounded cards displaying health metrics in white text.
  • A digital graphic designed as a sleep notification interface featuring a curved timeline at the top with a dot positioned at 9pm.
  • A digital screenshot of a health app's 'NIGHTTIME BREATHING' interface showing a 'Varied' status.
  • A vertical stack of three dark fitness tracking interface cards highlights different activities: Walking, Running, and Housework.
  • A UI element screenshot for a fitness app shows "900 active calories" in large white text on a dark backdrop.
  • A digital user interface screenshot showing goal settings for a fitness application on a dark background.
  • A digital health interface graphic displays a large off-white '88' and the word 'READINESS' centered beneath a thin, arched gauge.
  • A digital health application card titled 'Symptom Radar' features an abstract golden arch glowing in the upper-right corner.
  • A digital health app screenshot titled "Daytime Stress" displays a summary labeled "Stressed" in elegant serif font.
  • A close-up UI screenshot of a data trend line graph showing performance metrics over a week.
  • A minimalist health tracking graphic features a series of seven vertical light blue bars with rounded tops representing 'Readiness'.
  • A digital graphic interface displaying health metrics with a circular heart icon at the top left.
  • A clean digital interface graphic displays a white line chart against a dark background, tracking VO2 max levels from April to December.
  • A white minimalist line graph tracks performance data over a ten-day period, highlighted by a large white header reading "54 ms." The smooth curve features…
  • A digital health interface graphic displays "24% DIP" in bold white and olive text under the header "LAST NIGHT." Below, a minimalist line chart compares two…
  • A digital screenshot of a cycle tracking app interface displays 'Cycle day 6' and 'FOLLICULAR PHASE' in bold white and light blue text against a dark…
  • A minimalist health app interface displays a menstrual cycle calendar with the headline 'On or around September 27.' Below the header, a week-by-week…
  • A dark-themed user interface screenshot showing a medical chatbot interaction.
  • A dark-themed mobile app screenshot featuring a line graph that shows a downward trend from 'Aligned' to 'Below.' The headline reads 'Your cardiovascular age…
  • A digital health application interface displays 'Cycle day 6' and 'FOLLICULAR PHASE' in a clean, dark-themed layout.
  • A vertical graphic displays two dark health tracking dashboard cards separated by user-defined tags like 'Anxiety'.
  • A vertical digital screenshot displays activity and sleep tracking cards in a dark mode UI.
  • A digital interface screenshot displays a sleep tracking dashboard with a large, serif '92' and 'Amazing sleep score' against a dark slate card.
  • A digital health interface screenshot displays a high readiness score of "88" centered below a curved arc gauge.
  • This graphic features two dark grey interface bubbles from the Oura app with rounded corners and a soft gradient.
  • A dark, rounded-corner UI card titled "Engaged" features a line graph depicting stress levels throughout the day.
  • A digital UI card displays a top-down food photo of shrimp pasta alongside a fresh green salad on a white plate.
  • Two dark UI cards appear against a black background, simulating a mobile app's sleep notifications.
  • A close-up photograph shows a person holding a smartphone displaying the ŀura app's "Health Radar" screen, which warns of "Major signs of strain" against a…
  • A close-up UI screenshot of the Oura app displays a sleep-tracking interface set against a dark, starry night sky background.
  • A close-up screenshot of a health tracking mobile app interface set against a neutral beige background.
  • A close-up product shot of a health app interface on a mobile device, featuring a dark mode aesthetic with muted teal and amber gradients.
  • Three black smartphones are arranged in a row, each displaying a different health alert from the Oura app against moody, atmospheric backgrounds.
  • A close-up mobile app screenshot displays a dark, sophisticated interface for 'Blood Pressure Signals' against a copper-colored atmospheric orb.
  • A dark-themed mobile app screenshot displays a breathing health chart with horizontal color-coded segments ranging from 'Steady' to 'Highly varied.' Below…
  • A close-up UI screenshot of a health tracking app featuring a soft, glowing yellow arc against a dark gradient background.
  • A digital UI layout features fourteen rounded dark gray cards displaying various health and wellness metrics in two horizontal rows.

Lifestyle imagery

61 images

Use natural, intimate lifestyle photography that places the ring in ordinary moments—rest, movement, connection, and personal reflection. Favor soft or available light, close human gestures, and uncluttered settings. The ring should feel naturally worn, not staged as a medical instrument. This imagery supports Oura’s focus on personal wellbeing and everyday use.

  • A single hand with olive-toned skin and dark, polished fingernails is posed vertically to mimic a walking person, with the index and middle fingers acting as…
  • A single hand with olive-green fingernails mimics a walking person, with the index and middle fingers acting as legs against a minimalist cream background.
  • A close-up cinematic photo captures a Black man peacefully sleeping in a bed, his head turned to the side with eyes closed and a slight goatee visible.
  • An extreme close-up photo focuses on two pairs of freckled hands intertwined and resting on a lap.
  • A close-up, low-angle photo captures the back of a woman with red hair as she relaxes on a grassy field, her freckled hands clasped behind her head.
  • An intimate, cropped lifestyle photo focuses on two people of color sitting closely together, their faces partially out of frame.
  • A close-up, high-angle lifestyle photograph of a person with long dark hair and light freckles, captured in a thoughtful, pensive gaze toward the left.
  • A close-up shot from behind a young person with short dark hair, who is clasping their hands behind their head against a clear blue sky.
  • A close-up circular headshot captures a smiling man with light skin and short brown hair holding a baby wrapped in a yellow knit blanket.
  • A circular headshot features a young woman with long, dark wavy hair smiling warmly at the camera.
  • A close-up circular portrait shows a smiling couple in an outdoor, sunny setting.
  • Two hands reach toward each other, their fingertips barely touching in a close-up photograph.
  • A close-up studio shot features a person's hand with deep brown skin tones reaching upward, wearing a wide, polished rose gold smart ring on the index finger.
  • A close-up portrait of a woman with dark curly hair looking down with a serene expression, her hand resting on her neck to showcase a thick gold band ring.
  • An intimate, close-up photograph of a Black man with short hair and a goatee lying in bed with his eyes closed.
  • A close-up, back-of-head shot focuses on a person with strawberry blonde hair and freckled skin lying in a lush green field.
  • A close-up photograph features a person's hand with a polished, dark silver Oura ring on the index finger, reaching down to touch the surface of a dark pond.
  • A close-up shot from behind a person with dark, short-cropped hair, clasping their hands behind their head against a clear blue sky.
  • A close-up photograph focuses on the hands of two individuals, highlighting their matte silicone Oura rings.
  • A close-up portrait shows a person with long dark hair and freckles looking thoughtfully into the distance against a textured stone backdrop.
  • A close-up lifestyle photograph features a person's hands resting atop the handle of a black rolling suitcase.
  • A close-up lifestyle photograph features a hand reaching down to touch the surface of a dark lily pond, highlighting a sleek, polished silver smart ring on…
  • A close-up lifestyle photograph features a person's hands clasped together, highlighting a polished gold Oura smart ring on the right index finger.
  • A close-up lifestyle photograph features a matte charcoal-grey silicone ring worn on the ring finger of a person with long dark hair and a cream cable-knit…
  • A close-up lifestyle photo features a silver smart ring worn on the ring finger of a woman with dark curly hair and a yellow button-up shirt.
  • A close-up lifestyle photograph features a hand with a sleek, polished black smart ring worn on the index finger.
  • A close-up lifestyle photo shows a person with long brown curls holding a smartphone displaying the Oura health app.
  • A close-up vertical shot captures a woman with curly hair in a cream and orange striped sweater as another person embraces her from behind.
  • A close-up vertical portrait shows a man with stubble and a sweaty neck wearing a matte black smart ring on his index finger.
  • A tight, high-resolution portrait photograph focuses on the freckled skin and fine lines of a person with salt-and-pepper hair.
  • A close-up lifestyle photo focuses on a person's hand resting on their chest, showcasing a sleek, black smart ring on their index finger.
  • A close-up photograph features a person with long dark hair and light freckles gazing thoughtfully into the distance.
  • A close-up photograph focuses on the hand of a person resting peacefully in bed, wearing a thick gold Oura ring on their index finger.
  • In this intimate close-up, a woman with dark curly hair rests her hand on the shoulder of another woman wearing a structured blue denim button-down.
  • A close-up, low-angle photo captures a Black man with a gold wedding band sleeping peacefully in a bed with cream-colored silk pillows and linens.
  • This close-up lifestyle photograph focuses on the hands and torsos of two Black individuals, highlighting matte-finish Oura rings in silver and gold.
  • A close-up, back-view photograph of a person with freckled skin and red hair lying in a field of tall green grass.
  • A tender close-up photo focuses on two pairs of hands intertwined over a dark brown fabric.
  • A close-up, high-angle portrait features a person with long dark hair and freckles gazing thoughtfully into the distance against a backdrop of sun-bleached…
  • A low-angle lifestyle photograph captures a person from behind, with their hands clasped behind their head against a vast, clear blue sky.
  • A close-up photograph captures a Black man peacefully asleep in a sunlit bedroom, with his head resting on a shimmering, champagne-colored silk pillow.
  • A close-up lifestyle photo captures a person from the waist down carrying a pair of off-white athletic sneakers by the heels.
  • A close-up lifestyle photo features a woman’s hands holding a vibrant yellow flower, showcasing a matte charcoal grey smart ring on her index finger.
  • A close-up lifestyle photo focuses on a man wearing a sleek, black smart ring on his index finger.
  • A close-up, atmospheric photo features a woman sleeping with her face softly blurred in the background.
  • A close-up photograph captures the gentle moment two hands reach toward one another against a soft, clear blue sky.
  • A top-down, intimate lifestyle photograph focuses on two pairs of hands resting together in a lap.
  • A close-up photograph focuses on a person's hands holding a dark blue smartphone with a prominent three-lens camera system, featuring a matte black smart…
  • A close-up lifestyle photograph captures a man peacefully sleeping, with his hand resting prominently on a white, textured pillow.
  • A close-up photograph features a person with dark, curly hair and a mauve button-up shirt holding a sliced peach.
  • A low-angle, close-up photograph captures a person in mid-stretch, pulling their heel toward their glute against a clear, pale blue sky.
  • A close-up lifestyle photograph features a woman's hands gently holding a bright yellow marigold flower.
  • A close-up headshot of a smiling middle-aged man with short, grey hair wearing a light pink polo shirt.
  • A medium close-up photo features a mature woman with blonde hair tied back, smiling warmly at the camera.
  • A close-up outdoor portrait shows a smiling couple in their late 20s or 30s posed in front of a flowing stream and a wooden bridge.
  • A close-up photograph focuses on the shoulders and hands of two women wearing Oura rings, emphasizing the metallic finish of the smart jewelry.
  • A close-up photograph focuses on a person's hands holding a dark matte smartphone with a prominent three-lens camera system.
  • Two people's hands reach toward each other, their fingertips lightly brushing against a clear, soft blue sky background.
  • A close-up lifestyle photo captures a woman's hand holding a dark smartphone, featuring a prominent rose gold smart ring on her index finger.
  • A close-up photograph features a Black man with a pensive expression, looking upward against a clear blue sky.
  • A close-up lifestyle photograph features a person with short dark hair wearing a silver smart ring while holding a black triple-lens smartphone.

Product imagery

14 images

Show the ring as a refined, compact wearable: close product views make its smooth silhouette, finishes, and considered construction legible. Include charger imagery when the charging experience is relevant. Use finish-specific photography and renders when the design or finish is the focus.

  • A minimalist white logo set against a solid black background.
  • A close-up studio shot of a smart ring viewed straight-on from the front to show its circular thickness.
  • A close-up studio shot shows a silver smart ring oriented as a perfect circle viewed from the front.
  • A head-on studio product shot of a glossy black smart ring, viewed directly through the center hole.
  • A close-up studio shot of a white front-loading washing machine door seal, presented as a circular graphic asset.
  • A close-up product shot features a gray, square smart home hub with rounded corners and a matte metallic finish.
  • A polished gold smart ring is shown from a low-angle perspective looking through the center of the band.
  • A polished, metallic silver smart ring is shown from a low angle, revealing the intricate internal sensors.
  • A rose-gold-toned smart ring is captured in a high-angle studio product shot, revealing its polished outer surface and silver-colored interior lining.
  • A close-up product shot of a matte black smart ring angled to reveal its high-tech inner band.
  • A close-up product shot of a silver smart ring with a brushed metallic exterior finish.
  • A high-gloss black smart ring is shown in a studio product shot, angled to reveal its complex interior.
  • The OURA logo is centered in a deep slate blue color against a solid beige, warm-toned background.
  • A close-up photograph focuses on a thick white smart ring worn on the index finger of a person with light, freckled skin.

More from the Brand Skill

Health claims

Describe Oura as a consumer wellness product that measures physiological signals and provides insights into patterns over time. Keep health claims tied to the specific feature, metric, population, and comparison described. Distinguish the ring’s measurements from clinical assessment: Oura is not a medical device intended to diagnose, treat, cure, monitor, or prevent medical conditions. Present alerts as signals that may be worth attention, not as a diagnosis or substitute for care.

When communicating sleep accuracy, clarify what the number measures. The 95% sleep-staging claim on product copy refers to sleep-versus-wake detection; four-stage classification is a different measure and is described in the science material at roughly 76–79% agreement with PSG. Retain relevant comparison and study context whenever using an accuracy figure.

For Health Radar, Symptom Radar, Nighttime Breathing, and Blood Pressure Signals, use general-wellness language. Explain that features surface patterns or changes that may be worth discussing with a qualified healthcare professional; do not imply that they diagnose a condition or replace clinical judgment.

Privacy

Treat health data as deeply personal. Oura’s public-facing privacy message emphasizes member control, consent, and not selling personal data. Describe data sharing accurately: members choose whether to connect integrations or authorize specific sharing, and may disconnect integrations or manage data through available controls. Avoid absolute claims that could suggest data is never processed by service providers or disclosed under the privacy policy.

When discussing privacy, use a calm, direct tone. Emphasize control without overstating guarantees; the Trust Center describes data minimization, access controls, encryption, and layered security as parts of Oura’s approach.

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

It has the guidance, 119 images and the logos. The font files belong to Oura Health Oy, so they’re left out.

Download the Brand SkillZIP, 10.8 MB

oura-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ colors.md

│ ├ logo.md

│ ├ typography.md

│ ├ dos-and-donts.md

│ ├ imagery-brand-assets.md

│ ├ health-claims.md

│ ├ voice.md

│ ├ imagery-app.md

│ ├ imagery-lifestyle.md

│ ├ privacy.md

│ └ imagery-product.md

└ assets/

├ images/

└ logos/

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

Oura and its logos are trademarks of Oura Health Oy. Rainbrand isn’t affiliated with or endorsed by Oura Health Oy.

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