Brand Colors
Apple Brand Colors
Apple's brand colors are deliberately minimal: black (#000000), white (#FFFFFF), and the warm near-black #1D1D1F that Apple uses for headlines on apple.com. Unlike most brands, Apple does not publish a single 'brand color' — its identity is carried by typography (San Francisco), product photography, and generous whitespace rather than a signature hue.
| Color | HEX | RGB | Role | Usage |
|---|
| Apple Black | #000000 | rgb(0, 0, 0) | Primary | Logo, marketing backgrounds, product imagery |
| White | #FFFFFF | rgb(255, 255, 255) | Primary | Marketing backgrounds, product photography |
| Apple Dark | #1D1D1F | rgb(29, 29, 31) | Text | Headlines and body copy on apple.com |
| Apple Light Grey | #F5F5F7 | rgb(245, 245, 247) | Surface | Section backgrounds on marketing pages |
Apple's color identity has evolved more dramatically than most realize. The original 1977 'rainbow' Apple logo used six bands of color and remained the company's mark for 22 years. In 1998 Steve Jobs replaced it with the monochrome silhouette that remains today. The rainbow's retirement signaled Apple's pivot to a 'product is the brand' philosophy: marketing pages show product photography on white or pure black backgrounds, with #1D1D1F used for headline text — a warmer, less harsh alternative to true black.
Apple's Human Interface Guidelines specify system colors (iOS Blue #007AFF, iOS Red #FF3B30, etc.) for app developers, but these are UI tokens, not brand colors. For marketing, Apple uses photography to set mood and reserves color almost exclusively for product imagery itself. The #F5F5F7 light grey background appears throughout apple.com section dividers.
Frequently asked questions
What is Apple's official brand color?
Apple does not publish an official brand color. Their marketing relies on black (#000000), white (#FFFFFF), and #1D1D1F for headline text on apple.com. The 1977–1998 rainbow logo was retired in favor of a monochrome silhouette.
What hex code is the Apple logo?
The Apple logo is rendered in whatever color the surrounding material requires — typically white on dark backgrounds, black (#000000) on light. Apple does not specify a fixed logo color.
What are iOS system colors?
iOS system colors include iOS Blue #007AFF, iOS Red #FF3B30, iOS Green #34C759, iOS Orange #FF9500, and iOS Yellow #FFCC00. These are UI conventions for app developers, not Apple's brand colors.