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Retool brand
guidelines

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

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About Retool

Retool is a platform for building, launching, and governing production business software, apps, workflows, and AI agents. Its brand brings builder-led ambition and thoughtful software design together with practical speed, human usefulness, and enterprise control.

Retool’s logo pairs the R symbol, an R made of building blocks, with the Retool name. Use it in light neutral on dark backgrounds and in black on light ones, and use the R symbol on its own where a compact identity is needed.

Retool colors

  • Near-black

    Primary dark: site background and cards

    HEX
    RGB

  • Light neutral

    Primary light: logo, headlines, text and primary buttons on dark

    HEX
    RGB

  • Charcoal

    R symbol and raised dark surfaces

    HEX
    RGB

  • Light gray

    Secondary text and links

    HEX
    RGB

  • Warm gray

    Borders and muted details

    HEX
    RGB

Retool fonts

  • Saans

    Headings · 300, Body · 300

  • Px Grotesk

    Captions, labels and buttons · 400

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

Retool’s voice

Retool writes with conviction about making better software, while keeping the language direct, human, and grounded in what builders and teams can do. Frame the work as a way to turn real problems into useful software, not as technology for its own sake.

Use plain, energetic statements that balance possibility with practical delivery. Retool’s own copy includes: “Software should be good. Too often, it isn’t.”; “Retool is still for builders.”; “We are standing on a bridge between product and imagination.”; and “AI made it cheap to build. Retool makes it safe to ship.”

  • “Software should be good. Too often, it isn’t”
  • “Retool is still for builders”
  • “We are standing on a bridge between product and imagination”
  • “AI made it cheap to build. Retool makes it safe to ship”
  • “The prototype is done. Now ship it”

Dos and don’ts

Do

  • Build around the people who use and make software; show how tools help them do meaningful work.
  • Make thoughtful user experience, design, and attention to detail part of the work.
  • Pair ambition and imagination with tangible outcomes, real data, and production readiness.
  • Give builders a sense of ownership, autonomy, and room to explore.
  • Set headlines and body in Saans, with Px Grotesk for small captions, labels and buttons, on a near-black and light-neutral palette.

Don’t

  • Don’t treat software as only code, infrastructure, or a collection of technical parts.
  • Don’t reduce the brand to visual styling or catchy copy; connect expression to Retool’s ethos and product.
  • Don’t settle for interchangeable, “same old” software language or presentation.
  • Don’t promise speed without acknowledging the need for safe, governed production software.

Retool imagery

130 images from retool.com, in 2 files of the Brand Skill. Each file starts with its guidance, then shows the images it refers to.

Brand artwork

63 images

Retool’s brand artwork can lean into abstraction and imagination while staying connected to software, building, and possibility. Use the distinctive R built from building-block shapes as a meaningful expression of the brand, rather than treating it as decoration alone.

Retool’s brand-story artwork explores software as both practical and imaginative.

Give abstract and campaign imagery the same sense of possibility, grounded in real business software and governed production.

Use editorial illustrations and imagery to make software concepts feel human, vivid, and approachable.

Retool’s own workplace and industry imagery extends its story into the people and environments that build and operate software.

  • A series of iridescent, translucent glass blocks and spheres float across a dark, grainy background, distorting the light with soft ripples.
  • Abstract glass panels with iridescent edges and ripple patterns float in a dark space, leading toward a glowing hand in the bottom right reaching for a small…
  • A dynamic composition of six translucent software dashboard windows floating at various angles against a dark, grainy brown gradient background.
  • A thick, rectangular glass slab angled in perspective features a glowing, pale blue vortex at its center.
  • A thick, lozenge-shaped slab of dark, polished glass floats at an angle, catching cool violet and blue highlights along its rounded edges.
  • A vertical glass rectangular prism is shown at a three-quarter angle, featuring a swirling, ethereal ripple design embedded within its core.
  • A thick, square glass block with rounded corners is viewed from a three-quarter perspective, revealing its substantial depth and polished edges.
  • A thick, rectangular pane of dark glass is tilted in a three-quarter perspective, featuring a central ripple effect like a drop hitting water.
  • A thick, metallic disc graphic angled in three-quarter view, featuring a swirling iris-like vortex on its face.
  • A vertical, three-quarter view of a sleek smartphone with a metallic, iridescent blue and silver frame.
  • A singular, iridescent sphere floating against a dark void, resembling a glass marble or a translucent bubble.
  • A salmon-toned digital illustration of a single human hand reaches upward from the bottom right corner with fingers gently splayed in a cupped, receptive…
  • A minimalist graphic logo featuring a stylized, bone-white interlocking shape set against a solid charcoal-black background.
  • A vibrant 2D illustration features a bright orange door standing slightly ajar in its wooden frame, acting as a central gateway.
  • A deep forest green background features a white, thin-line topographical grid that curves inward like a funnel or a gravity well in space.
  • A single, glowing white isometric cube serves as the focal point, nestled in the center of an abstract, blooming floral pattern made of geometric blocks.
  • Bold sans-serif text reading "the STATE of AI" dominates the center of a dark matte green background, using lime green and off-white colors.
  • The bold, dark blue serif text "Pipe Dreams" is centered against a soft blue gradient background resembling a computer desktop.
  • A grainy abstract digital graphic features a hazy, warm color transition.
  • A deep, dark teal digital background features a subtle, diagonal color shift.
  • A vibrant 3D digital illustration features a glowing keyhole silhouette at the center of a retro-futuristic grid landscape.
  • A dark, stylized software interface graphic centers on a glowing padlock icon connecting two panels.
  • An interface mockup displays an AI prompt box that reads, "Create a support dashboard using @," triggering a dropdown menu of data sources including…
  • A minimalist abstract digital graphic featuring a soft, diagonal color gradient.
  • A digital collage of four distinct SaaS dashboard interfaces titled MetricsDash, PeopleHub, Deployment Health, and BenefitsDesk, arranged over a deep navy…
  • A collage of diverse digital dashboards featuring financial metrics, logistics progress, and cybersecurity data against a dark blue background.
  • A close-up screenshot of a dark-themed 'Usage analytics' software dashboard interface featuring a sidebar and data visualizations.
  • A digital UI graphic displays a logistics dashboard connected to a command terminal against a dark, textured purple gradient.
  • This graphic illustration features a stylized software integration diagram on a dark purple textured background.
  • A clean screenshot of a CRM dashboard named ContactVault, displayed within a modern browser window against a dark background.
  • A dark blue infographic layout showcases floating UI dashboards for logistics tracking above concentric orbital rings.
  • A digital graphic depicts a terminal window floating centrally within a sage green, wireframe-grid perspective that creates a 3D tunnel effect.
  • A female scientist in a white lab coat and blue gloves operates advanced laboratory machines in a brightly lit, sterile research facility.
  • Two women with curly hair sit facing each other in teal bucket chairs, working on laptops at a small geometric coffee table.
  • A warehouse worker in a bright neon yellow safety vest and black face mask scans a package along a busy conveyor belt line.
  • A vibrant 3D isometric illustration of an abstract modular machine or server rack composed of layered, pill-shaped blocks and glowing internal lights.
  • A software interface screenshot shows a dark-themed terminal and code editor split-screen with an app preview on the right.
  • A man in a tan blazer and glasses smiles warmly during a panel discussion, seated between two women in a professional studio.
  • A close-up headshot of a smiling young person with short, dark hair and glasses looking directly at the camera.
  • A close-up, studio-style headshot of a fair-skinned man with dark, slicked-back hair and a serious, neutral expression.
  • A close-up headshot of a young woman with wavy brown hair, smiling gently at the camera.
  • A close-up, slightly blurred headshot of a middle-aged man with short, styled brown hair and a gentle smile.
  • A clean screenshot of the Retool platform dashboard displays the Resources tab against a dark, blurred background.
  • A professional headshot of a smiling woman with dark hair and glasses.
  • A digital graphic featuring the white 'Retool' and 'MongoDB' logos side-by-side, separated by a thin vertical white line.
  • A close-up candid headshot shows a smiling woman with voluminous, dark curly hair and a warm, medium skin tone.
  • A low-resolution, square headshot of a young man with dark, curly hair and a short beard, smiling warmly at the camera.
  • A split-screen graphic showcasing two software icons against different technical backgrounds.
  • A close-up portrait shows a woman with voluminous, dark brown curly hair and bangs looking off to the side with a slight smile.
  • A grainy abstract digital illustration features a grid of purple and black rectangles, with a central glowing yellow oval.
  • A purple-toned hand holds a magnifying glass against a dreamy blue background filled with floating, iridescent discs.
  • A close-up of a hand with a glowing fingertip interacting with a bright blue interface window in a retro-futuristic digital space.
  • A close-up portrait of a young East Asian woman with long, straight dark hair framing her face.
  • An isometric 3D illustration features a diagonal progression of thick, vertical glass panels with metallic frames, resembling server racks or data slides.
  • A smiling woman with shoulder-length brunette hair is captured in a soft-focus headshot against a textured, light-brown stone or brick wall.
  • This graphic for a fireside chat features black-and-white headshots of David Hsu, Founder & CEO of Retool, and Bryan Schreier, Partner at Sequoia Capital,…
  • A digital graphic features a glowing, hourglass-shaped data visualization with purple concentric rings and a central path of green illuminated nodes.
  • A close-up photograph of a bearded male construction worker in an orange hard hat and safety vest, looking down with a focused expression as he holds a…
  • A close-up, low-angle photograph features a young Black woman with long, voluminous curly hair gazing thoughtfully into the distance.
  • A software developer in a maroon shirt works at a cluttered white desk, viewed from behind his shoulder.
  • A surreal digital illustration features a glowing, translucent padlock filled with internal machinery resembling server racks and stacked red discs.
  • A digital illustration features a stylized, translucent padlock containing glowing red discs and yellow nodes, symbolizing complex data.
  • A grainy, retro-futuristic illustration features a dark silhouette of a hand reaching toward a translucent, glowing archway filled with red discs on golden…

Product interface

67 images

Retool’s product imagery shows working business software: dense but organized interfaces for dashboards, operations, security, data, and workflows. Favor clear information hierarchy, visible data, and interfaces that support both inspection and action.

The builder and deployment experience connects code, AI-assisted work, real data, and governance.

Retool’s agent and workflow interfaces present configuration, execution, monitoring, and auditability as parts of a production system. Represent the real product experience, not generic dashboard decoration.

Template and app-gallery images show Retool’s product experience across practical business uses. Use them to convey useful, data-connected software that teams can inspect, adapt, and operate.

  • A dark-mode digital screenshot of a 'Repository activity dashboard' for 'microsoft/TypeScript.' The interface features clean white and grey text against a…
  • A sleek dark-mode software dashboard titled "Organic growth command center" displays SEO performance metrics.
  • A dark-themed social media analytics dashboard display features four primary metric cards for Total reach, Engagement rate, New followers, and Conversion…
  • A dark-themed financial dashboard for 'AstroTreasury' features a large 'Total Cash Position' of '$42,837,219' accompanied by an upward-trending neon green…
  • A sleek dark-mode UI screenshot of an 'Organization Dashboard' for a FinOps Platform.
  • A dark-mode software dashboard for SecurityDesk displays cybersecurity metrics and a vulnerability table.
  • A digital software dashboard for Home & Goods Co.
  • A dark-themed digital dashboard for 'Global Seismic Operations' displays real-time earthquake monitoring data.
  • A clean screenshot of a DealRoom CRM dashboard featuring a Kanban-style pipeline view against a dark side navigation menu.
  • A dark-themed software dashboard titled 'Deployments' from the DeployPulse platform, featuring green and orange data visualizations.
  • A digital UI mockup for BenefitsDesk displays a dark purple header with a dashboard for managing health insurance plans.
  • A dark-themed analytics dashboard screenshot for ForecastIQ showing revenue intelligence metrics.
  • A clean finance software dashboard for 'FinDash' features a prominent stacked bar chart of 'Expense Trends' in lime green, teal, pink, and orange.
  • A clean screenshot of a PeopleHub Employee Directory interface featuring an organizational chart titled 'Organization Structure'.
  • A clean logistics dashboard screenshot titled RouteOptix features a dark green banner with a semi-transparent warehouse background.
  • A dark-themed software dashboard titled 'Overview' displays product KPIs for 'MetricsDash' with glowing gold accents.
  • A dark-mode software interface for an Inventory Alerts Dashboard by Nomad West, featuring a sleek, modular design with neon-accented data cards and charts.
  • A split-screen software interface titled 'AstroTreasury Dash' shows a bright coding workspace on the left and a dark-themed preview dashboard on the right.
  • A digital UI diagram showing the connection between a web dashboard and a terminal-style code window via a central diamond-shaped logo.
  • A clean software interface graphic shows a rounded upload modal titled 'Import React code' floating against a soft gradient background.
  • A digital graphic illustrates a data workflow where multiple software logos like AWS, Google Sheets, and Salesforce flow into a central processing stack.
  • A digital graphic layers several logistics dashboard screenshots over a sage-green background with curving topographic-style lines.
  • A clean screenshot of a Ramp software interface titled 'Credit Limit Adjustment Flow' against a light gray background.
  • A dark-mode software interface screenshot displays an AI prompt box overlaid on a development environment for 'Route Tracker.' The central white prompt asks…
  • A screenshot of the Retool platform interface displays a 'Configuration Variables' management screen and an 'Audit Logs' pop-over window.
  • A digital graphic showcasing a software deployment workflow set against a dark purple gradient background.
  • A dark software interface screenshot featuring a white 'Audit Logs' pop-over window highlighting security activity like 'Updated value for configuration…
  • A split-screen software interface screenshot shows an AI prompt building a custom application.
  • A white user interface card for an 'Executive Assistant' automation floats over a dark purple network graph background.
  • A screenshot of the Retool interface displays a complex "Activity graph" visualizing an interconnected node network.
  • A close-up software screenshot shows a Retool dashboard for a Support Agent 'Run #829' with a 'Running' status.
  • This screenshot displays the 'Create agent' modal within the Retool software interface against a dark purple background.
  • A software interface screenshot displays a white 'BDR Assistant' header with a 'Configuration' tab on a dark purple background.
  • A digital software interface screenshot features a white 'Add tool' modal window centered on a dark purple gradient background.
  • A digital UI mock-up of an automation interface titled 'BDR Assistant Agent' centered on a deep purple gradient background.
  • A dark purple digital interface displays an 'Agent configuration' module with a dropdown menu selecting 'Model B' from a list including 'Model A' and 'Model C'.
  • A dark-themed stock market intelligence interface, labeled StockSage AI, shows a financial dashboard for Alphabet Inc.
  • Eight white UI status bars are staggered across a dark brown gradient background, showcasing IT project timelines.
  • A close-up UI screenshot displays a 'Schema mapping' window on a white interface against a dark, warm background.
  • A close-up software screenshot of a Retool Database interface featuring a white 'Filter' modal centered against a dark brown background.
  • A close-up software screenshot displays two overlapping white modal windows for database configuration over a dark, grid-like interface.
  • A close-up software screenshot shows a white 'Settings' modal window overlaying a dark interface.
  • A close-up software screenshot featuring a white dropdown menu for environment selection, with 'staging' currently selected alongside options for…
  • A close-up software screenshot displays a 'Schema migration' interface for Retool Database, showing a flow from 'production' to 'staging'.
  • A dark-themed software dashboard interface features a prominent white 'Tag release' modal window with a blue 'Minor upgrade (0.1.0)' radio button selected.
  • A close-up software screenshot of a node-based workflow editor against a dark teal, grainy background.
  • A digital UI graphic features a rounded white 'startTrigger' modal window floating against a dark, vignette-style teal background.
  • A software interface screenshot displays two automation trigger modules against a dark, moody teal background.
  • A software interface screenshot features a white 'formatName' function modal window overlaid on a dark, minimalist developer environment labeled 'Sanitize…
  • A software interface screenshot displays a crisp white 'queryData' window floating over a dark, gridded canvas of stylized nodes and keyboard-like keys.
  • A close-up software screenshot displays a white pop-up configuration window labeled sendSlackMessage atop a dark, blurred workflow canvas.
  • A digital graphic showcasing a software workflow interface against a dark teal background with connecting lines.
  • A white UI modal titled 'Generate Workflow' floats over a dark, minimalist digital canvas labeled 'My Workflow.' Inside the prompt box, text reads, 'Schedule…
  • A digital UI diagram displays an automated workflow against a dark, textured teal background.
  • Two stylized lavender and white UI window graphics are connected by a thin, jagged purple line to represent a workflow.
  • A flat, minimalist vector graphic illustrates a flow chart or organizational structure using three simplified rectangular window cards.
  • A minimalist lavender and purple graphic illustrates a data flow between two UI windows.
  • A clean, minimalist inventory table graphic features sage green headers titled "Item", "SKU", and "Location" over a pale mint background.
  • A clean marketing dashboard graphic features three white data cards and an area chart on a pale lavender background.
  • A digital interface graphic displays a table of facility names against a mint green background.
  • A clean UI screenshot of a two-column data table on a pale blue background.
  • A clean software interface graphic shows a list of names under a 'User' heading, including Ben, Louis, Maya, and Jessica.
  • A clean, graphic user interface element displaying financial data in a sage green palette on a pale mint background.
  • A minimalist user interface graphic features two side-by-side white input fields labeled "Start date" and "End date" in gray text.
  • A clean financial dashboard graphic displays key metrics alongside a three-bar vertical chart.
  • A clean data dashboard graphic rendered in a muted sage and mint green palette on a pale background.
  • A clean UI screenshot of a dashboard module on a pale lavender background.

More from the Brand Skill

Product experience

Retool’s product experience is about building real, editable software that connects to company data and supports consequential work. Apps can help teams inspect information, take action, automate processes, and monitor operations. Keep those practical outcomes visible in product storytelling.

Retool presents governance as part of the platform: apps inherit permissions and access controls, connect to production data, and support auditability and controlled deployment. Depict security as built into the way software is built and shipped, rather than a decorative add-on.

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

It has the guidance, 130 images and the logos. The font files belong to Retool, Inc, so they’re left out.

Download the Brand SkillZIP, 6.2 MB

retool-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ dos-and-donts.md

│ ├ brand-artwork.md

│ ├ colors.md

│ ├ logo.md

│ ├ typography.md

│ ├ voice.md

│ ├ product-experience.md

│ └ product-interface.md

└ assets/

├ images/

└ logos/

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

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

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