E-commerce & Payments
Rakuten Color Codes
Rakuten's color is a crimson red, hex #BF0000, on the wordmark and the earlier circle mark. The Rakuten color codes in Hex, RGB and CMYK can be found below. Hiroshi Mikitani started the company in 1997, two years after the Kobe earthquake pushed him to leave banking; rakuten means optimism in Japanese. Its counterpart among cross-border marketplaces is AliExpress.
Primary colors
What are Rakuten Primary Colors?
Rakuten's primary colors are rakuten crimson #BF0000, white #FFFFFF.
Rakuten publishes no open hex sheet; the red is measured from the current wordmark.
Rakuten Rakuten Crimson
| Hex | #BF0000 |
|---|---|
| RGB | 191, 0, 0 |
| HSL | hsl(0, 100%, 37%) |
| CMYK | 0%, 100%, 100%, 25%converted · approximate |
| Pantone | PMS 485 Cnearest match · not published by the brand |
Rakuten White
| Hex | #FFFFFF |
|---|---|
| RGB | 255, 255, 255 |
| HSL | hsl(0, 0%, 100%) |
| CMYK | 0%, 0%, 0%, 0%converted · approximate |
| Pantone | PMS 656 Cnearest match · not published by the brand |
Rakuten Hex Color Codes
Rakuten hex color codes are #BF0000 for rakuten crimson and #FFFFFF for white.
| Color | Hex |
|---|---|
| Rakuten Crimson | #BF0000 |
| White | #FFFFFF |
Rakuten RGB Color Codes
Rakuten RGB color codes are 191, 0, 0 for rakuten crimson and 255, 255, 255 for white. Reach for RGB when a tool wants channel numbers or a CSS alpha value.
| Color | RGB |
|---|---|
| Rakuten Crimson | rgb(191, 0, 0) |
| White | rgb(255, 255, 255) |
Rakuten HSL Color Codes
Rakuten HSL color codes are 0, 100%, 37% for rakuten crimson and 0, 0%, 100% for white. Change the third value for a lighter or darker version without moving the hue.
| Color | HSL |
|---|---|
| Rakuten Crimson | hsl(0, 100%, 37%) |
| White | hsl(0, 0%, 100%) |
Rakuten CMYK Color Code
Rakuten CMYK color codes are conversions from the hex, because the brand publishes none. Check a printed proof before a full run.
| Color | CMYK |
|---|---|
| Rakuten Crimson | 0%, 100%, 100%, 25% |
| White | 0%, 0%, 0%, 0% |
Rakuten Pantone Color Codes
Rakuten Pantone color codes are nearest matches by color distance, not brand specs. The table shows the closest swatch for every color.
| Color | Nearest Pantone |
|---|---|
| Rakuten Crimson | PMS 485 C |
| White | PMS 656 C |
Logo
Rakuten Logo Colors
Rakuten logo colors are red and white, with the name reversed out where it sits on red.
Rakuten Logo Colors Palette
What the Rakuten Logo Colors Mean?
The Rakuten logo colors start from the national flag. An early version was a plain red disc on white, a direct echo of Japan's rising sun, and the company ties the red to energy and the joy of getting on with life, a theme that goes back to the loss Mikitani felt after the earthquake. Later marks kept the red and set the name in it.
Rakuten Logo Color History
Rakuten logo color history holds red throughout, moving from the red circle to a red wordmark, sometimes with a single downward tick standing in for a shooting star.
Rakuten Logo Fonts
Rakuten logo fonts are Rakuten Sans, a custom family kept in-house. A humanist sans such as Frutiger is the nearest feel.
Rakuten Logo JPG
Rakuten logo in JPG. No transparency, so it is flattened onto white. Safe for documents and slide decks.
Rakuten Logo PNG
Rakuten logo in PNG, with a transparent background. Use it over a colored surface.
Rakuten Logo WebP
Rakuten logo in WebP. Same transparency as the PNG at about a third of the file size.
Rakuten Color Code Shades
Rakuten color code shades step evenly from the primary toward black, for hover states, borders and shadows.
These are interface steps, not Rakuten paint or trim names.
In code
Using the Rakuten palette
CSS custom properties
:root {
--rakuten-rakuten-crimson: #BF0000;
--rakuten-white: #FFFFFF;
}Contrast against white
| Rakuten Crimson | 6.53:1AA ✓ |
|---|---|
| White | 1.00:1AA × |
Brand colors are chosen for recognition, not for legibility. A failing value here is normal. It means use it as a fill, not as text.