Brand Assets & Guidelines

The purpose of this guide is to ensure that consistency is maintained across the thoughtbot brand, whether assets are used internally or externally. Please reference this guide whenever you use these assets to ensure that they are used correctly.

Download Brand Guide Download Assets Pack View on GitHub

The Logomark

The unique thoughtbot “Ralph” logomark represents our brand.

The logomark and the individual elements of the logomark should not be altered or modified unless the modified version is being used for approved internal use.

The importance of this cannot be stressed strongly enough; modification or re-treatment of the thoughtbot logomark will detract from the integrity of the thoughtbot logo and, more importantly, the value of the thoughtbot brand.

Ralph logomark

The Logotype

The thoughtbot logotype is a customized version of the “Cabin” typeface.

The sans serif style is favored for its legibility and readability with its ability to render a balance and symmetry that is complementary to the thoughtbot logomark.

In order to protect the integrity of our brand, the logotype must never be altered or replaced by any other type.

thoughtbot logotype


If ever the default color version has contrast issues with its background, an alternate version in all white is recommended. (All formats are include in the assets pack.)

examples of thoughtbot logo on light and dark backgrounds

Usage Guidelines


  • Use the robot logomark outside of the circle.
  • Alter the proportions of the logo or logotype when use together, for either the horizontal or vertical orientations.


  • Prefer the default horizontal logo for all marketing uses.
  • Prefer the default color versions of the logo. Only use the alternate (white) versions when the default versions have contrast problems with the background on which they are being used.
  • Use the circular logo, without the company name, on internal branding, or only in close proximity with our name or other identifiable branding.


The thoughtbot brand utilizes two main colors: our thoughtbot red, that we affectionately call “Ralph” and dark gray, which we call “Renee.” Ralph remains our main brand color and has multiple applications from our logo, to action items, to backgrounds and beyond. Renee may be used with varying levels of brightness to allow it to be used for both type and background. Please view our brand guide for more details on our use of color.

rgb(224, 49, 49)
cmyk(0, 99, 91, 0)
Pantone® P 48-8u*
rgb(41, 41, 44)
cmyk(7, 7, 0, 83)
Pantone® P 98-16u*

* Uncoated Process (4 color printing on uncoated paper) is recommended for most printing applications.


We use two typefaces across our branding, Calibre and Tiempos. Calibre is to be used for headings. When using Calibre the only weights that we use are Light, Medium, Regular (Uppercase) and Semi Bold. Tiempos text is a serif typeface which we use to complement Calibre as our body copy and other specific treatments such as blockquotes.

Calibre Light

Calibre Medium

Calibre Semibold

Calibre Regular Uppercase

Tiempos Text Regular

Tiempos Text Italic