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(Brand guidelines) // Sports and outdoors

Patagonia brand
guidelines

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

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About Patagonia

Patagonia makes durable outdoor clothing and gear and tells stories rooted in outdoor pursuits, care for products, and protection of the natural world. Its business purpose is to help save our home planet.

Use the lowercase patagonia wordmark as the brand signature. Keep it recognizable and unaltered, and keep it separate from photography and product imagery.

Patagonia colors

  • Black

    The wordmark and text

    HEX
    RGB

  • White

    Backgrounds

    HEX
    RGB

  • Brand red

    Brand accent and highlights

    HEX
    RGB

  • Brand blue

    Brand accent

    HEX
    RGB

  • Brand purple

    Brand accent

    HEX
    RGB

Patagonia fonts

  • Ridgeway Sans

    Headings · 500, Body · 300

  • Galaxie Copernicus

    Story titles and pull quotes · 400

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

Patagonia’s voice

Write with directness, purpose, and a grounded sense of responsibility. Patagonia’s voice connects business decisions to the health of the planet, speaks plainly about the work ahead, and makes room for warmth and humor in practical guidance.

Use human, active language and concrete actions. Favor candid statements over polished corporate generalities. In environmental writing, connect the issue to communities, nature, and meaningful action; in product-care writing, make useful advice welcoming and approachable.

  • “If we have any hope of a thriving planet—much less a business—it is going to take all of us doing what we can with the resources we have”
  • “A quirky repair video is good for your soul. You’ll laugh, learn many useful repair tricks to make your grandma proud and finally discover what a sweater stone is”
  • “Used to be cool. Still is”

Dos and don’ts

Do

  • Ground brand storytelling in real outdoor pursuits, product care, and community-led environmental work.
  • Be candid about environmental impact and describe the practical work Patagonia is taking to address it.
  • Write with human warmth; make practical guidance clear and enjoyable to use.
  • Present care, repair, and reuse as ways to keep gear in play for as long as possible.

Don’t

  • Don’t present Patagonia as a nonprofit; it continues to operate as a for-profit business.
  • Don’t suggest that buying offsets alone erases the business’s footprint or is enough to address climate change.
  • Don’t make environmental promises sound like finished work; Patagonia describes the effort as ongoing and calls for systemic change.
  • Don’t redraw or distort the wordmark, or set it over busy photography.

Patagonia imagery

148 images from patagonia.com, in 5 files of the Brand Skill. Each file starts with its guidance, then shows the images it refers to.

Activism and Story Imagery

58 images

Patagonia’s editorial imagery follows people and places connected to environmental action. Use specific, documentary-feeling photographs that make the place, community, and work central to the story.

  • A large crowd of climate protesters gathers on the steps of the San Buenaventura City Hall, holding cardboard signs under bright daylight.
  • A sheer, light gray granite mountain towers over a lush valley featuring a two-story rustic wooden cabin.
  • A striking low-angle photograph looks directly up the side of a canvas tipi towards a cluster of wooden poles fanned out against a flat, white sky.
  • A high-angle, wide landscape photograph captures the sprawling red rock formations of a desert valley under a blue, cloud-dotted sky.
  • A dreamlike, long-exposure photograph captures three silhouetted hikers traversing a dark ridgeline at dusk.
  • A vibrant, grainy thermal-style photograph features a glowing yellow horizontal smoke plume emitting from a bright white industrial stack.
  • A wide outdoor shot captures a group of eleven Indigenous men and women standing on a high observation platform nestled among the thick, mossy branches of a…
  • A high-angle aerial photograph captures a slender, winding river snaking through a vast green marshland toward distant mountain ranges.
  • A high-angle drone photograph captures a lone person kneeling on a blue and yellow paddleboard amidst a vast field of dark kelp in deep blue water.
  • A dark, textured alligator glides through a swamp, with only its head and bumpy back visible above the water's surface.
  • A side-by-side split-screen photograph featuring an underwater scene of a school of silver and blue fish swimming through a dense forest of giant kelp on the…
  • A brilliant Milky Way galaxy arches across a dense, starry night sky, dominating the left side of the frame.
  • A diver with long braids floating in current swims over a vibrant coral reef in clear, turquoise water.
  • A grainy, high-contrast black and white photograph captures the silhouettes of two people celebrating in a heavy downpour of rain.
  • A medium close-up photograph features a middle-aged woman with short, wavy graying hair and a gentle, contemplative gaze looking off-camera.
  • Jane Fonda smiles triumphantly while being arrested by a United States Capitol Police officer during a climate protest.
  • A close-up portrait of a woman with a neutral expression, viewed through a glass window that creates soft, hazy reflections of an outdoor landscape.
  • An aerial vertical shot captures a high-contrast industrial scene where a bright teal river cuts through a steep, forested canyon.
  • A medium close-up of a Black woman with long dark hair and cat-eye glasses, standing outdoors in a sun-drenched city square.
  • A blue vintage truck with a custom box camper is parked on a sandy beach next to several weathered wooden fishing boats.
  • A group of six young women stand on a grassy hilltop with their backs to the camera, looking out over a sprawling industrial port city at dusk.
  • Wispy, low-hanging clouds drift through a steep mountain valley, partially obscuring a dense forest of evergreen trees.
  • A flat-style digital illustration depicts a pregnant woman sitting in a wooden armchair, gently cradling her belly while looking toward a window.
  • An older man with a weathered face, grey-flecked beard, and an orange beanie looks pensively into the distance.
  • Three smiling adults in vibrant pink jumpsuits sit against a heavily weathered pink building with blue graffiti and a silver Korean sign above a large window.
  • An East Asian man in his 60s or 70s sits in a modern manual wheelchair on the porch of a traditional temple-style building with large wooden columns.
  • A small red and blue fishing boat named 'CALIPSO' with the registry 'NAT 965' floats on calm water against a backdrop of distant, hazy mountains.
  • A dramatic fisheye photograph captured from within the barrel of a deep blue ocean wave, looking out toward a tropical coastline.
  • An expansive aerial photograph captures the Iron Gate Reservoir snaking through the arid, golden-brown hills of Northern California.
  • Two protestors in white hazmat suits and facial coverings sit atop a small wooden platform high above a vast open-pit mine.
  • A high-angle aerial photograph captures a wide, braided river system winding through a deep valley between green and golden mountain ranges.
  • A massive, moss-covered tree stump dominates the center of a dense coniferous forest, with a long, two-man crosscut saw resting arched over its top.
  • A high-angle aerial photograph captures a long, dark canoe carrying six rowers in red life vests through deep teal water.
  • A striking medium shot captures three Indigenous women in traditional woven cedar hats navigating a wooden canoe across a calm body of water.
  • A medium portrait of a weathered middle-aged man with short hair and blue eyes looking pensively to the side while seated indoors.
  • A man stands with his back to the camera on a dimly lit stage, surrounded by a semi-circle of upright surfboards against a dark curtain backdrop.
  • A silhouette of a surfer balances on a longboard atop a cresting wave, set against a warm, golden sunset over the ocean.
  • A lone surfer is dwarfed by a massive, deep blue wall of water as they carve across the face of a towering breaking wave.
  • A snowboarder wearing a vibrant yellow jacket and red-tinted goggles performs an aggressive carve on a snow-covered ridge, sending a massive plume of white…
  • A group of kids enjoy a day at the beach, featuring two boys giving shoulder rides to other children as they walk across the sand.
  • A massive, dark blue ocean wave swells into a pyramid-like peak against a pale, overcast sky.
  • A split-shot wide-angle photograph captures a vibrant coral reef beneath a curved water line, revealing a dramatic sky above.
  • A surfer in a full black wetsuit and hood carves across the face of a massive, cresting blue wave on a yellow surfboard.
  • A man in a blue t-shirt and dark shorts stands with his back to the camera, perched atop dark, jagged volcanic rocks on a tropical shoreline.
  • A dynamic photo grid set on a diagonal axis against a black background, featuring various coastal and agricultural scenes.
  • A minimalist white vector illustration of a flying fish positioned above a horizontal trident.
  • A woman in a red puffer jacket and grey beanie holds up a black sign reading "A Monumental Mistake" during a large outdoor protest.
  • A wide-angle outdoor photo captures a group of about fifteen people seated in a semi-circle of folding camping chairs in a dusty, red-rock canyon.
  • A sharp, snow-covered mountain peak rises centered against a vast, clear deep blue sky.
  • A large dark gray donut chart dominated by a single massive segment illustrates the 'Fiscal Year 2025 Greenhouse Gas (GHG) Emissions' on a solid blue…
  • A vast, sweeping aerial photograph captures a winding, silvery-white braided river cutting through a vibrant green valley.
  • A person in an orange parka stands centered on a vast, windswept ice field, holding a white flag that reads "1% FOR THE PLANET" in blue text.
  • A high-angle aerial photograph captures a massive, textured white glacier flowing through a valley between dark green forested mountains.
  • A climber in a bright yellow jacket and white helmet scales a massive, textured granite cliff face, appearing small against the vast rock.
  • A rock climber in a white helmet and purple jacket ascends a steep, light-gray granite face using a narrow vertical crack.
  • A dynamic collage of four tilted, rectangular photographs depicts various rock climbing scenes against a dark background.
  • A man in jeans and a gray shirt walks toward the camera down a vast warehouse aisle, his face completely obscured by a massive bundle of colorful puffer…
  • A medium close-up photograph of an elderly man with sun-weathered skin and thinning white hair sitting at a wooden table in a rustic, cabin-like interior.

Outdoor and Product Imagery

52 images

Use Patagonia’s imagery to show people engaged in outdoor pursuits and gear in its intended setting. Outdoor images span climbing, surfing, snow, and time in the backcountry; product and category imagery supports clear, practical shopping experiences.

  • Two rock climbers in striped rugby-style shirts stand against a backdrop of towering red rock formations in a vast desert canyon.
  • A backcountry skier lies on an insulated pad in the snow, hands behind his head while resting in a sun-drenched mountain valley.
  • Two rock climbers sit precariously on a narrow granite ledge high above a dark, forested valley floor.
  • A mountaineer in bright yellow bibs and a climbing harness battles the wind as she pulls on a blue jacket amidst a swirling snowstorm.
  • A high-angle photo captures a climber in a bright red jacket and black pants scaling a sheer, golden-brown rock crevice.
  • Two women organize hiking and climbing gear outside a white camper van parked in a lush, mossy forest.
  • A close-up, high-angle action shot shows a climber in a bright blue quilted hooded jacket and grey helmet wedged into a granite crack.
  • A person in a striped shirt uses wooden chopsticks to lift a sardine from a 'Patagonia Provisions' tin, preparing to add it to a large wooden bowl of salad.
  • A hiker lies on a flat, sunlit rock at a high mountain summit, reading a book above a thick sea of clouds.
  • Two male rock climbers in striped Patagonia shirts look straight upward with their hands shielding their eyes against a bright, hazy sky.
  • Two senior women are captured in a moment of pure joy, laughing heartily while playing ukuleles on a pebble beach.
  • A detailed black-and-white line illustration depicts the number '112' formed by a diverse crowd of miniature people engaged in outdoor activities.
  • A climber in a bright red shirt and white helmet grips a cracked rock face, appearing to swing his leg outward as he scales a high cliff.
  • A monolithic, vertical granite peak dominates this wide outdoor photo, rising sharply above a coastal mountain ridge.
  • A surfer in a black wetsuit rides an orange surfboard inside the barrel of a massive, cresting turquoise wave.
  • A young boy pushes a young girl on a homemade wooden dolly cart down a paved road, both smiling with excitement.
  • A focused elderly man with white hair and a yellow plaid shirt sits at a wooden desk, writing on papers with a blue pen.
  • A focused elderly man with white hair sits at a wooden desk inside a rustic cabin, wearing a yellow-and-black plaid shirt while writing on papers with a pen.
  • A small, rustic wooden camper truck with a rounded roof sits isolated in a vast, snow-covered valley during a heavy blue-hued twilight.
  • A flat vector illustration of three clothing items—purple trousers, an orange zippered jacket, and a purple dress—hanging from a diagonal purple rod with…
  • A bold graphic logo centered on a cream background features a bright orange jacket silhouette framed by a large purple dollar sign.
  • A minimalist, isometric graphic of a purple delivery box set against a cream background.
  • A minimalist, flat graphic illustration of a storefront is centered on a light cream background.
  • A woman with long brown hair and round sunglasses beams at the camera while struggling to carry a massive, overflowing pile of colorful used fleeces and…
  • A close-up shot focuses on two outdoor adventurers repairing their gear in a snowy mountain environment.
  • A smiling woman with long brown hair stands behind a wooden work table, holding up a pair of tan cargo shorts that have a small piece of blue tape on the…
  • A close-up photograph features a person wearing high-altitude glacier goggles that reflect a vast mountain landscape across their round, mirrored lenses.
  • A thigh-length, charcoal grey puffer parka with horizontal baffles and a high-neck hooded collar.
  • A high-pile, cream-colored sherpa fleece jacket is displayed flat against a neutral beige background.
  • A snowboarder catches massive air against a dense, snow-covered forest of evergreens and bare branches.
  • Two mountaineers in puffer jackets and beanies huddle inside a claustrophobic snow cave carved out from under a rock shelf.
  • A smiling woman in sunglasses and a patterned fleece sits in the driver's seat of a camper van, peeling a banana while looking over her shoulder.
  • A close-up studio shot features a vibrant cobalt blue Patagonia puffer jacket with a bright green interior lining, hanging on a wooden clothes hanger against…
  • A vibrant Patagonia Synchilla snap-front fleece jacket with a dense geometric pattern hangs on a wooden hanger against a textured, neutral wall.
  • A long-sleeved Patagonia rugby shirt hangs from a wooden coat hanger against a textured, light grey wall.
  • A pair of burnt orange canvas work pants hangs from a light wood pants hanger against a textured, beige linen backdrop.
  • A close-up studio shot features a pair of chocolate brown corduroy shorts clipped to a light wood hanger against a textured, cream-colored wall.
  • A heathered mauve-pink Patagonia fleece jacket hangs centered on a wooden hanger against a neutral, textured beige wall.
  • A light blue, nubby fleece hooded jacket hangs on a wooden hanger against a textured, off-white wall.
  • A surfer in a dark wetsuit crouches low as they ride inside the translucent turquoise barrel of a massive, curling wave.
  • A close-up product shot of a black and grey technical buoyancy vest or impact vest against a gradient grey background.
  • A close-up product shot of a black neoprene wetsuit highlights a chest-zip entry system with a diagonal zipper partially open across the collar.
  • A surfer in a black wetsuit drops down the face of a massive, deep blue wave on a vibrant lime green and turquoise surfboard.
  • A windsurfer performs a high-flying aerial trick in the sky beside the massive, rusting hull of a shipwrecked tanker.
  • A man in a navy beanie and long-sleeve shirt balances on one leg while pulling on a black wetsuit bootie.
  • A woman in a black wetsuit stands on the deck of a boat, reaching up to secure a bright orange surfboard onto a roof rack.
  • A high-angle, wide shot captures a lone surfer in a black wetsuit navigating a massive, dark teal wave.
  • A minimalist text-based graphic featuring the phrase "FREE WALL KIT" in bold, white, sans-serif capital letters.
  • A high-angle, wide shot captures a rock climber scaled against a massive, vertical limestone cliff face.
  • In a cinematic wide shot, two ice climbers ascend a pitch in total darkness, illuminated only by their powerful headlamps.
  • A vertical action photograph captured from directly overhead shows a rock climber ascending a massive limestone wall with prominent vertical flutings.
  • A wide action photo captures three women bouldering on a massive, textured tan rock in a sun-dappled pine forest.

Brand Assets

5 images

Patagonia also uses a set of supporting brand icons. Keep these distinct from the wordmark.

  • A high-action landscape photograph captures a lone skier carving down a steep, pristine snow-covered slope, kicking up a massive wake of white powder.
  • A bold, white graphic icon of a blacksmith's anvil shown in profile.
  • A white minimalist graphic featuring two curved arrows forming a vertical, elongated circular loop.
  • A lone female trail runner ascends a steep, rocky mountain ridge under bright, warm sunlight.
  • A dense, wide-angle collage showcases dozens of colorful documentary and outdoor film posters in a grid-like horizontal banner.

Food and Provisions Imagery

11 images

Provisions imagery connects food with its sourcing, growers, harvesters, and landscapes. Show the people and practices behind responsibly sourced food, alongside clear product presentation.

  • A woman with long wavy hair stands centered in a vast field of tall, bright green grass, her arms outstretched wide in a gesture of freedom.
  • A field of golden-brown wheat ears dominates the frame, captured in a detailed close-up that highlights the individual grains and long awns.
  • A vertical rope thick with clustered dark blue and brown mussels and vibrant green seaweed is the focus of this underwater close-up.
  • A massive, mud-dusted American bison strides across a dry prairie in the foreground, its dark brown coat and curved horns dominating the left frame.
  • A stark, minimalist graphic featuring the 'patagonia' wordmark in its signature serif font centered on a solid black background.
  • An elderly craftsman with a pensive expression leans against a weathered metal doorframe, dressed in a blue plaid shirt, jeans, and a stained black work apron.
  • A close-up outdoor photo captures a climber in a bright green Black Diamond helmet and Patagonia jacket tilting her head back to drink liquid from a silver…
  • A studio product shot features five boxes of Patagonia Provisions sardines arranged in a pyramid on a neutral off-white background.
  • Three vertical jerky snack packs from Patagonia Provisions are displayed side-by-side in purple, green, and teal.
  • Four rectangular boxes of Patagonia Provisions Organic Crackers are arranged in a two-by-two grid against an off-white background.
  • A six-pack cardboard box of Patagonia Provisions Non-Alcoholic Organic Golden ale is shown from a three-quarter perspective.

Worn Wear and Product Care Imagery

22 images

Show gear being used, kept in rotation, repaired, or cared for. Worn Wear imagery connects used products with outdoor lives and continued usefulness; repair imagery makes hands-on care visible.

  • This graphic logo features a white minimalist silhouette of a zipped jacket with a rectangular chest pocket, enclosed within a bold white oval frame.
  • A close-up photograph focuses on a person's hands repairing a bright reddish-orange quilted Patagonia jacket.
  • A man in a cream Patagonia trucker hat and black fleece jacket stands behind a truck, focused on cleaning a pair of grey and black waders with a blue cloth.
  • A close-up action photograph captures a person's hands working on an olive green Patagonia quarter-zip fleece laid out on a blue-gridded cutting mat.
  • A close-up, high-angle photo shows a person in a red quarter-zip shirt repairing a blue down jacket on a blue-lined cutting mat.
  • A close-up photograph focuses on a person's hand as they fasten a button on a rugged, olive-drab hemp canvas work shirt.
  • A close-up shot of a repair station featuring three separate metal zipper pulls with black loops attached to a quilted black vest, a teal jacket, and a…
  • A close-up photograph focuses on a pair of freckled hands securely fastening a black side-release plastic buckle.
  • A close-up, overhead shot captures a pair of weathered hands carefully applying a small black repair patch to a vibrant green quilted down jacket.
  • A tactical close-up shot focuses on a person's hands as they meticulously guide a metal zipper onto a vibrant blue and red fabric track.
  • An extreme close-up photo focuses on the damaged cuff of a shiny, olive green puffer jacket.
  • An extreme close-up photo shows a person's fingers carefully pulling a loose, looped teal thread from the seam of a quilted teal ripstop fabric.
  • A close-up shot focuses on an Allen key being inserted into the axle of a black rubber wheel on red fabric luggage.
  • A close-up photograph focuses on a pair of hands meticulously hand-sewing the hem of a teal and tan plaid flannel shirt.
  • A full-body studio photograph of a woman with curly dark hair standing against a plain white background.
  • A light-skinned man with curly brown hair and a beard stands facing forward, smiling slightly with his hands in his pockets against a plain white background.
  • A man and a woman stand side-by-side in high-waisted fleece bibs and puffer jackets against a plain white background.
  • A studio product shot features two Patagonia baby jackets, demonstrating a reversible design against a plain background.
  • A man with short dreadlocks wears a vibrant teal Patagonia backpack over a gray t-shirt and dark gray trousers.
  • A man in a grey sweatshirt and dark blue jeans is captured in mid-stride while carrying a large, glossy black Patagonia Black Hole duffel bag by its top…
  • A close-up studio shot shows a person with a neutral expression looking toward the camera in a three-quarter profile.
  • A close-up studio shot highlights the chest area of olive-green and gray fly-fishing waders worn over a black fleece jacket.

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

It has the guidance, 151 images and the logos. The font files belong to Patagonia, Inc, so they’re left out.

Download the Brand SkillZIP, 36.9 MB

patagonia-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ imagery-activism-and-stories.md

│ ├ dos-and-donts.md

│ ├ voice-and-copy.md

│ ├ imagery-outdoor-and-product.md

│ ├ colors.md

│ ├ logo.md

│ ├ typography.md

│ ├ imagery-brand-assets.md

│ ├ imagery-food-and-provisions.md

│ └ imagery-worn-wear-and-care.md

└ assets/

├ images/

└ logos/

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

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

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