Brand Colors
Tesla Brand Colors
Tesla's primary brand color is Tesla Red (#CC0000), paired with black (#000000) and white (#FFFFFF). The wordmark and 'T' logo appear in red on white or white on the signature carbon-black background used across tesla.com and showroom materials.
| Color | HEX | RGB | Role | Usage |
|---|
| Tesla Red | #CC0000 | rgb(204, 0, 0) | Primary | Wordmark, T logo, Supercharger branding |
| Black | #000000 | rgb(0, 0, 0) | Primary | Backgrounds, vehicle photography |
| White | #FFFFFF | rgb(255, 255, 255) | Primary | Showroom interiors, marketing backgrounds |
| Tesla Grey | #5C5E62 | rgb(92, 94, 98) | Supporting | Secondary type, UI dividers |
Tesla was founded in 2003 by Martin Eberhard and Marc Tarpenning, with Elon Musk joining as chairman in 2004. The Tesla 'T' was designed by RO Studio in 2017 and is said to represent the cross-section of an electric motor — though Musk has joked it also looks like a cat's nose. The brand has never published formal color guidelines, but the red used in the wordmark and on the Model S/X/3/Y signage is consistently rendered at #CC0000.
Tesla's marketing leans heavily on stark contrasts — pure white showrooms, glossy black product photography, minimal type. The red appears sparingly: in the wordmark, the original Roadster's accent stripe, and the Supercharger logo. UI elements in the in-car display use a separate, cooler palette with iconic teal-blue navigation accents.
Frequently asked questions
What are Tesla's brand colors?
Tesla's brand colors are Tesla Red (#CC0000, rgb 204, 0, 0), black (#000000), and white (#FFFFFF), with Tesla Grey (#5C5E62) as a supporting tone. Red carries the wordmark and Supercharger logo, while black and white dominate showrooms and product photography. Tesla has never published official brand guidelines, but these values are consistent across tesla.com.
What is the exact hex code of Tesla red?
Tesla Red is approximately #CC0000 in HEX, rgb(204, 0, 0). Tesla has not published official brand guidelines, but this hex is consistent across the wordmark, Supercharger logo, and product configurator on tesla.com.
What does the Tesla 'T' logo represent?
Tesla designer RO Studio has said the 'T' represents the cross-section of an electric motor — the top bar being the rotor and the elongated stem being a section of the stator. Elon Musk has also joked it resembles a cat's nose.
Why doesn't Tesla publish a brand guidelines document?
Tesla's marketing operates with unusual centralization — most creative is produced in-house and the brand has no formal external agency relationships. Without third-party partners to align, Tesla has never needed the public guidelines document that most billion-dollar brands publish.