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(Brand guidelines) // Automotive

Tesla brand
guidelines

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

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About Tesla

Tesla is a technology and energy company whose work spans electric vehicles, solar energy, energy storage, charging, and vehicle software. Its brand connects individual mobility with a broader vision of sustainable energy.

Use Tesla’s standalone T as the primary logo. Keep the mark distinct from product images, promotional imagery, and backdrops.

Tesla colors

  • Tesla red

    The T logo

    HEX
    RGB

  • Black

    Dark backgrounds

    HEX
    RGB

  • White

    Backgrounds and text on dark

    HEX
    RGB

  • Dark gray

    Headlines and icons

    HEX
    RGB

  • Charcoal

    Body text

    HEX
    RGB

  • Blue

    Primary buttons

    HEX
    RGB

Tesla fonts

  • Universal Sans Text

    Heading · 700, Body · 400

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

Tesla’s voice

Write with confidence and clarity. Lead with a concrete benefit, capability, or ambition; support it with specific product details when useful. Use short declarative headlines and direct supporting copy. Calls to action may be brief and active, but keep them distinct from explanatory prose.

  • “Building a World of Amazing Abundance”
  • “Go Anywhere, Charge Everywhere”
  • “Safety is at the center of every product we build”
  • “With plenty of range for both daily drives and road trips, Tesla vehicles get you where you want to go”
  • “Engineered for maximum performance and designed for driver comfort”

Dos and don’ts

Do

  • Build around a clear product benefit, then explain the feature that delivers it. Tesla’s own copy links everyday convenience to specifics such as charging at home or route planning.
  • Use concise, confident headlines and direct sentences. Pair a broad promise with useful product details or measurable proof.
  • Keep product imagery and interface imagery grounded in Tesla’s own vehicles, energy products, charging, and product experiences.
  • Keep product claims precise and appropriately qualified. State when figures are estimates, trim-specific, dependent on conditions, or subject to availability.

Don’t

  • Don’t turn a feature description into a promise of universal performance; preserve material qualifications and context.
  • Don’t present Full Self-Driving (Supervised) as autonomous. Tesla describes it as driver assistance requiring active driver supervision.
  • Don’t add visual or verbal clutter that distracts from the product and its benefit; favor the clean, precise, minimalist qualities described in Tesla’s product copy.

Tesla imagery

138 images from tesla.com, in 9 files of the Brand Skill. Each file starts with its guidance, then shows the images it refers to.

Brand and campaign imagery

7 images

Use Tesla’s own campaign and homepage visuals for promotional imagery, social sharing, and broad brand storytelling.

  • A fleet of five Tesla vehicles, including a red Model 3, grey Model S, silver Cybertruck, white Model X, and black Model Y, are parked in a row at a…
  • A white sports car appears to fly through the air, propelled by plumes of white smoke against a pitch-black night sky.
  • A futuristic white electric semi-truck sits at the center of a lineup of electric sedans and sports cars on a dark stage with glowing red under-lighting.
  • Three Tesla electric vehicles are arranged in a diagonal line from left to right: a stainless steel Cybertruck, a white Model Y, and a matte black Model 3.
  • The rear of a futuristic silver sports car emitting four powerful jets of white steam or gas into a thick cloud on the ground.
  • A vibrant red and a sleek dark grey Tesla Model 3 drive side-by-side on a multi-lane highway, with the red vehicle positioned slightly ahead.
  • A trio of Tesla Model 3 sedans in white, red, and blue drive in formation down a modern city street at golden hour.

Digital product imagery

9 images

Preserve screenshots and interface visuals of Tesla’s own digital products as references for product experience. This includes vehicle touchscreens and controls, the Tesla app, charging route planning, fleet tools, and energy management.

  • Three black smartphones are staggered against a plain light gray background, each displaying different views of the Tesla app's dark-mode energy interface.
  • A close-up studio shot of a smartphone in dark mode displaying an energy monitoring application interface against a black background.
  • Three smartphones are arranged against a pitch-black background, showcasing various screens of the Tesla Home app.
  • A trio of digital interface screens floats in a 3D perspective against a solid gray background.
  • A close-up studio shot of a Tesla Model 3 dashboard prominently features the central 15-inch touchscreen display.
  • A close-up photograph focuses on the minimalist interior of a Tesla, featuring a black steering wheel and a large central touchscreen displaying an 'Energy'…
  • A close-up horizontal shot focuses on a large, high-resolution touchscreen interface inside a modern car's dashboard next to a black steering wheel.
  • A wide-angle product shot features a large, horizontal touchscreen display centered on a dark, minimalist electric vehicle dashboard.
  • A series of overlapping, slanted dashboard interface windows display fleet management data against a neutral grey background.

Autonomy imagery

10 images

Present autonomous and driver-assistance technology in the context of Tesla vehicles and their actual user experience. Tesla’s Full Self-Driving (Supervised) descriptions emphasize active driver supervision; do not imply that supervised driver assistance is autonomous.

  • A minimalist bird's-eye view illustration shows a black car navigating a multi-lane road and intersection using autonomous driving technology.
  • A man looks thoughtfully out of a car window at night, his face partially illuminated by the warm glow of a theater marquee.
  • A wide-angle interior POV shot from the driver's seat of a Cybertruck cruising down a winding coastal highway lined with cypress trees.
  • A top-down digital graphic illustrates a vehicle's sensor range on a dark, multi-lane highway.
  • A low-poly 3D graphic of an owl's head dominates this dark scene, featuring sharp geometric facets in shades of charcoal and black.
  • A woman with a joyful expression sits in the driver's seat of a gold-colored luxury vehicle with open dihedral doors, viewed through the front windshield at…
  • A man viewed from behind leans over to place a round, black hardshell case into the deep, dark trunk of a modern vehicle.
  • A man in a white button-down shirt is seen from behind in a blue manual wheelchair, approaching the open rear hatch of a tan or gold futuristic vehicle.
  • A top-down bird's-eye view captures a champagne-colored Tesla sedan undergoing a side-impact crash test against a vertical metal pole.
  • A futuristic, matte-gold coupe with sharp, angular lines cruises down a concrete bridge in a high-angle, cinematic bird's-eye shot.

Safety imagery

6 images

Keep safety imagery connected to the vehicle and its real driving context. Tesla’s safety storytelling spans safer driving, collision prevention, occupant protection, and the experience after a collision.

  • A silver electric SUV sits head-on in a dark testing facility, with its sleek continuous LED light bar illuminated.
  • A vibrant cherry red electric SUV is parked on a gravel drive against a stark, white minimalist wall under bright sunlight.
  • A side-profile photograph of a grey electric vehicle immediately after a frontal crash test against a solid metal barrier.
  • A man in a baseball cap smiles warmly as he secures a laughing toddler into a black car seat in the back of a vehicle.
  • A close-up photograph focuses on the rugged Goodyear Wrangler Territory RT tire and geometric black rim of a Cybertruck.
  • The open bed of a black Tesla Cybertruck is packed with construction and outdoor gear, including yellow power tools, orange extension cords, and a tan canvas…

Vehicle imagery

38 images

Tesla vehicle imagery presents the vehicle as the subject, often in a clean product setting or within an environment that reinforces its use. Use this imagery for vehicle pages, campaigns, and product-focused creative. Treat Model X as legacy or pre-owned, not a current new-vehicle offering.

  • A high-resolution studio photograph features a deep cherry red Tesla Model 3 Highland, angled slightly to the right against a plain white background.
  • A sleek, metallic silver Tesla Model Y electric SUV is shown in a three-quarter studio product shot against a clean white background.
  • A low-angle, three-quarter view of the Tesla Cybertruck showcases its distinctive angular, stainless steel exoskeleton and wedge-shaped silhouette.
  • A sleek, white futuristic concept supercar is showcased against a plain white background in a three-quarter studio shot.
  • A sleek studio product shot features two electric sedans, a dark blue Model Y and a black Model 3, parked diagonally on a stark white background.
  • A silver Tesla Model 3 drives swiftly along a winding mountain road, its sleek body reflecting the bright daylight.
  • A vibrant red Tesla Model 3 speeds across a paved road in a vast desert landscape, its motion captured with a slight horizontal blur.
  • A sleek white Tesla Model 3 sedan drives along a two-lane asphalt road against a backdrop of golden, sun-drenched hills.
  • A silver Tesla Model 3 is shown from a front three-quarter studio perspective, highlighting its sleek, aerodynamic profile and matte black turbine wheels.
  • A silver electric crossover SUV is parked on a stone driveway in front of a minimalist, white architectural home.
  • A sleek silver SUV travels at high speed along a two-lane desert highway, framed by a motion-blurred backdrop of red rock cliffs.
  • A vibrant red electric SUV speeds along a winding mountain road, its sleek, aerodynamic body and minimalist LED headlights catching the bright daylight.
  • A sleek, white Tesla Model Y is parked in the foreground against a golden hour sunset, highlighting its minimalist front and aerodynamic silhouette.
  • A man in a baseball cap and olive sweatshirt leans into the back seat of a white Tesla to buckle a smiling toddler in a red striped shirt into a black car seat.
  • The rear view of a glossy red Tesla electric car dominates the center, plugged into a black Wall Connector mounted on a modern white building.
  • A first-person view from the driver's seat of a Tesla traveling on a bright, sunny highway, where a large central touchscreen displays a 3D visualization of…
  • A lineup of three sleek electric cars in charcoal grey, white, and metallic red parked on dark asphalt under a bright, cloud-filled sky.
  • A sleek, white electric SUV parked on a sandy shoreline with its rear liftgate open, symbolizing outdoor adventure.
  • A close-up lifestyle photo from the backseat of a modern car shows two passengers in the rear interacting with a small touchscreen display.
  • A white Tesla Model Y electric SUV is shown from a front-three-quarter angle, featuring its sleek aerodynamic body and black aero wheel covers.
  • A silver Cybertruck with a futuristic, angular design sits atop a rugged, layered rock formation against a deep blue twilight sky.
  • A studio shot of a Tesla Cybertruck shown from a front-three-quarter perspective, highlighting its angular stainless steel body and glowing horizontal light…
  • A high-angle studio shot features a metallic silver Tesla Cybertruck with its signature angular, stainless steel body and glowing front light bar.
  • A light blue Tesla Model X stands parked on a gravel overlook, its iconic falcon-wing rear doors and driver-side door swung wide open to reveal a stark white…
  • A close-up photograph features the sleek, charcoal grey perforated leather front seats of a modern car interior.
  • A pair of cream-colored over-ear headphones rests on the back of a white leather center console inside a vehicle, positioned just above a secondary touchscreen.
  • A side-profile photograph of a slate-blue Tesla Model X parked on an asphalt road with its signature falcon-wing rear door fully raised.
  • A close-up studio shot of a Tesla Model X in a metallic matte blue finish, focusing on the front left headlight and driver-side wheel.
  • A white Tesla Model X SUV is shown from a front-three-quarter angle, featuring matte black wheels with bright red brake calipers.
  • A pearl white Tesla Model X SUV is shown from a three-quarter front perspective, angled slightly to the right.
  • A wide-angle cinematic photo captures a lineup of modern Tesla vehicles on a dark stage, including a white semi-truck and blue and red sedans.
  • A white Tesla Model 3 drives along a winding asphalt road, captured in a dynamic tracking shot with motion blur.
  • A sleek white electric SUV with a black roof rack carrying skis drives along a mountain road.
  • A sleek, pearl white Tesla Model 3 sedan is presented in a three-quarter studio view, highlighting its aerodynamic profile and panoramic glass roof.
  • A sleek, silver Tesla Model 3 sedan is presented in a studio shot from a three-quarter front angle against a stark, minimalist white backdrop.
  • A vibrant red Tesla Model 3 Performance sedan is centered in a wide, minimalist white studio setting.
  • A sleek white electric SUV, reminiscent of a Tesla Model Y, is positioned at a three-quarter angle against a stark, high-key white background.
  • A sleek, metallic 3D text graphic reads "ROADSTER" in a wide, italicized sans-serif typeface.

Charging imagery

15 images

Show charging as part of everyday use: at home, at work, at a Supercharger, or on a road trip. Tesla’s charging visuals connect the vehicle, charging hardware, route planning, and the experience of getting back on the road.

  • A close-up studio shot highlights a sleek, matte black electric vehicle charging nozzle plugged into a matching port.
  • A sleek, white Tesla Wall Connector is centered against a clean white background, showcasing its minimalist design.
  • A sleek, white Tesla Supercharger unit stands upright, featuring the red "TESLA" logo near its top.
  • Three identical electric vehicle charging stations stand in a row, featuring tall charcoal gray rectangular posts.
  • A sleek, minimalist electric vehicle charging station stands upright, featuring a glossy white pill-shaped body mounted on a black rectangular base.
  • A dark, sleek electric vehicle is parked head-on in a paved driveway, charging via a cable connected to a white wall-mounted charger.
  • A silver Tesla Model Y and a stainless steel Cybertruck are parked side-by-side at electric vehicle charging stations in front of a modern glass and stone…
  • A wide-angle photo captures a silver Tesla Cybertruck and a white Tesla Model 3 charging at a line of Superchargers under a soft dawn sky.
  • A vibrant red Tesla Model Y is parked in a gravel driveway, charging from a sleek white Powerwall mounted on a minimalist modern home.
  • A wide, level shot captures a row of sleek, white Tesla Superchargers and a central utility cabinet situated in a rugged desert landscape.
  • A low-angle, outdoor photograph captures a clean line of white Tesla Superchargers receding into the distance under a bright blue sky.
  • A dense, low-angle industrial photograph captures rows of cylindrical battery cells secured within black plastic transport trays.
  • A silver electric crossover SUV accelerates along a winding mountain road, captured from a low, dynamic rear three-quarter angle.
  • A stainless steel Tesla Cybertruck kicks up a trail of dust as it speeds across a dark, gravelly terrain.
  • A row of sleek white and black Tesla Supercharger posts stands along an empty asphalt parking lot against a rugged mountain backdrop.

Company imagery

7 images

Tesla’s company storytelling brings together solar, batteries, and electric vehicles in the context of sustainable energy. Use this imagery for company-level work that spans the product ecosystem.

  • A high-angle aerial photograph captures a massive solar farm and battery storage facility nestled in a vast, arid desert valley.
  • A wide-angle landscape photograph features a vast array of blue solar panels installed across a flat white rooftop.
  • Two white Tesla Powerwall units with glowing logos stand side-by-side against a large, industrial concrete wall with a triangular slope.
  • Two sleek Tesla Model 3 sedans, one in Ultra Red and the other in Stealth Grey, drive in parallel down a wide asphalt highway.
  • A high-performance car wheel and tire assembly is presented head-on against a plain white background.
  • A premium black baseball cap made of a soft suede or matte fabric, shown at a three-quarter angle.
  • A sleek, minimalist matte black leather backpack stands upright against a plain white background.

Energy imagery

33 images

Show energy products in real homes, on rooftops, or in utility-scale settings. Tesla’s energy storytelling connects generation, storage, household use, backup power, and the wider grid. Preserve product and app visuals as references for how the ecosystem is presented.

  • A sleek, black monocrystalline solar panel is shown at a high-angle perspective, mounted flush against a textured grey and brown shingle roof.
  • A sleek, rectangular white Tesla Powerwall home battery stands vertically, shown from a three-quarter angle.
  • A clean, studio-lit product shot of two massive, white Tesla Megapack industrial energy storage units positioned side-by-side against a stark white background.
  • A modern, A-frame timber cabin stands in a lush green clearing under a soft blue sky.
  • A sprawling two-story suburban home features two large arrays of sleek black solar panels across its grey tiled roof.
  • A sleek, all-black solar panel array consisting of twelve rectangular panels is mounted flush against a grey shingled roof.
  • Four sleek, matte black solar panels are mounted on the grey-shingled roof of a modern white stucco home set against a lush, green hillside.
  • A striking blue lightning bolt illuminates a dark, stormy night sky directly above a modern lakeside home with warm, glowing floor-to-ceiling windows.
  • A high-angle aerial photograph showcases a modern two-story white farmhouse with prominent black solar panels integrated into its asymmetrical rooflines.
  • Two technicians in white hard hats and safety harnesses crouch on a terracotta shingle roof to install dark, reflective solar panels.
  • A glowing white Tesla Powerwall unit stands vertically in the center of the frame against a stylized, dark digital globe.
  • A sleek digital line graph against a black background displays an exponential growth curve in neon green.
  • A vibrant green line graph on a pitch-black background showing an exponential upward curve.
  • A sleek digital line graph against a black background features a glowing green exponential curve rising from left to right.
  • A vibrant green line graph curves sharply upward against a solid black background, illustrating exponential growth from 2015 to 2025.
  • A modern suburban home with grey siding and stone accents is captured at dusk, featuring sleek solar panels integrated into the roof and a white Tesla…
  • A white Tesla Powerwall mounted on the dark blue siding of a modern home glows with a small 'T' logo during a heavy rainstorm.
  • A high-angle drone shot captures a modern white home featuring a large array of sleek, black solar panels mounted on its shingled roof.
  • A close-up photograph features a sleek, white Tesla Powerwall with a glowing logo mounted on a dark exterior wall at twilight.
  • A white Tesla Powerwall with a glowing T logo is mounted on the grey stone exterior of a modern home during a snowy twilight.
  • A clean studio shot of a white Tesla Powerwall 2, positioned at a slight angle to reveal its thin profile and side hardware.
  • A high-angle aerial photograph of a vast solar farm and battery storage facility nestled in a desert valley beneath jagged mountains.
  • A high-angle, wide outdoor photograph features rows of massive, white Tesla Megapack industrial batteries arranged on a dusty, reddish-brown dirt ground.
  • A high-angle aerial photograph captures a massive battery storage facility composed of dozens of uniform white rectangular units arranged in neat blocks…
  • A technician wearing a hard hat and neon safety vest uses a laptop on a mobile cart while standing between two long rows of white Tesla Megapacks.
  • A high-angle, wide panoramic photograph shows rows of white Tesla Megapack industrial storage batteries arranged neatly on concrete pads in an outdoor facility.
  • A high-angle aerial photograph showcases a vast solar farm and battery storage facility nestled within rolling green hills at dawn.
  • A wide aerial photograph captures a massive energy storage construction site where a large red crawler crane installs white Tesla Megapack units into long,…
  • A modern, A-frame timber house features a steep roof covered in solar panels and a silver electric car charging in the driveway.
  • Two white rectangular Tesla Powerwalls stand side-by-side against a brutalist, poured concrete wall with visible formwork holes.
  • A high-angle photo shows a vast industrial energy site dominated by rows of white Tesla Megapack storage units in the foreground.
  • A sleek, low-profile solar panel array featuring nine dark, reflective rectangles integrated seamlessly into a gray shingle roof.
  • Two white Tesla Powerwall units stand side-by-side against a smooth beige exterior wall, each featuring the distinct silver Tesla logo.

Commercial vehicle imagery

13 images

Show Semi in transport and work settings, with product details that communicate range, performance, driver comfort, and fleet operations. Keep fleet dashboard visuals as product-interface references.

  • A sleek, white futuristic semi-truck cab stands angled in a clean studio product shot against a plain white background.
  • Two sleek, minimalist electric vehicle charging stations stand side-by-side against a stark white background.
  • Two sleek, white Tesla semi-trucks pull matching rust-red shipping containers down a multi-lane highway at dawn.
  • A sleek, white aerodynamic electric semi-truck pulls a brown shipping container through a bustling industrial shipping port.
  • A sleek, all-white Tesla Semi electric truck pulls a matching trailer down an open highway under a bright blue sky with wispy clouds.
  • The minimalist, high-tech interior of a Tesla Semi truck cabin is viewed from the driver's perspective, featuring a central steering wheel flanked by two…
  • An high-angle, top-down photograph captures the sleek white cabin of a modern semi-truck positioned vertically in the center.
  • A sleek, white semi-truck with a futuristically aerodynamic cab drives along an asphalt road in a rugged desert landscape.
  • A white, futuristic electric semi-truck is hoisted high on industrial yellow and black pillars labeled 'ROTARY LIFT FLEX' inside a clean, modern service bay.
  • A sleek, white Tesla Semi truck cab is the centerpiece of this outdoor photo, parked on an asphalt lot while two service technicians in black uniforms change…
  • Two mechanics, a man and a woman in black Tesla uniforms, work together underneath a vehicle raised high on a yellow and black hydraulic lift labeled "ROTARY…
  • A sleek, futuristic semi-truck cab in glossy white and matte black is shown from a three-quarter perspective.
  • A side-profile product shot of a sleek, all-white electric semi-truck cabin with a high-roof aerodynamic design.

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

It has the guidance, 138 images and the logos. The font files belong to Tesla, Inc, so they’re left out.

Download the Brand SkillZIP, 16.8 MB

tesla-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ brand-mark.md

│ ├ color.md

│ ├ dos-and-donts.md

│ ├ typography.md

│ ├ voice.md

│ ├ brand-campaign-imagery.md

│ ├ digital-product-imagery.md

│ ├ autonomy-imagery.md

│ ├ safety-imagery.md

│ ├ vehicle-imagery.md

│ ├ charging-imagery.md

│ ├ company-imagery.md

│ ├ energy-imagery.md

│ └ commercial-vehicle-imagery.md

└ assets/

├ images/

└ logos/

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

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

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