Rakuten logo

Rakuten Brand Colors

Rakuten is a Japanese e-commerce and technology conglomerate known globally as a cash-back shopping platform (formerly Ebates) that rewards consumers with cash back when they shop at thousands of participating online retailers. It operates in fintech, telecom, and content businesses worldwide. Rakuten's bold red brand signals energy, rewards, and the excitement of earning back on every purchase.

https://rakuten.com

Rakuten's brand guidelines fix 5F1C6B (#5F1C6B), ED5050 (#ED5050), and D8000D (#D8000D). Against white, 5F1C6B and D8000D meet the 4.5:1 minimum WCAG 2.1 SC 1.4.3 sets for normal-size text; the rest belong in backgrounds, display-size type, and non-text elements.

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Rakuten Color Palette

Rakuten uses 3 official colors in its brand identity.

5F1C6B

#5F1C6B
HEX #5F1C6B
RGB 95, 28, 107
HSL 290.9°, 58.5%, 26.5%
On white 11.26:1
On black 1.86:1
As text on white AAA

ED5050

#ED5050
HEX #ED5050
RGB 237, 80, 80
HSL 0.0°, 81.3%, 62.2%
On white 3.58:1
On black 5.86:1
As text on white AA Large

D8000D

#D8000D
HEX #D8000D
RGB 216, 0, 13
HSL 356.4°, 100.0%, 42.4%
On white 5.35:1
On black 3.93:1
As text on white AA

Frequently Asked Questions

What are the official Rakuten brand colors?
Rakuten uses 3 official brand colors in its visual identity. Each color on this page includes the exact HEX, RGB, and HSL values so you can reproduce them accurately in any design tool.
How do I use Rakuten brand colors in CSS?
Click the copy button next to any HEX code on this page to copy it to your clipboard. Then use it in CSS like: color: #HEX; or background-color: #HEX;.
Are these Rakuten colors official?
The color codes on this page are sourced from Rakuten's publicly available brand guidelines, press kits, and official resources. We strive to keep them accurate and up to date.
What color formats are available?
Each Rakuten brand color is shown in HEX, RGB, and HSL formats. Click on any color swatch to visit its detail page where you'll also find HSV, CMYK, and OKLCH values.
Can I use Rakuten brand colors in my project?
Brand colors are typically trademarked as part of a company's visual identity. You can reference them for educational, editorial, or interoperability purposes. For commercial use in a way that implies endorsement or affiliation, check Rakuten's brand guidelines.
What is the primary Rakuten color?
The primary Rakuten brand color is 5F1C6B (#5F1C6B). This is the first color listed in the brand palette and is typically the most recognizable.
How do I ensure color accuracy across devices?
HEX and RGB values render consistently in digital media (web, apps, screens). For print, convert to CMYK using the values on each color's detail page. Monitor calibration and color profiles can affect perception, so always proof on target devices.
Do Rakuten colors meet accessibility standards?
Accessibility depends on how colors are paired. Click any color to see its WCAG contrast ratios against white and black. Use our Contrast Checker to test any two Rakuten colors together.
How often are brand colors updated?
We periodically review and update brand color data. If Rakuten rebrands or publishes new guidelines, we update our records accordingly. If you spot an outdated color, feel free to let us know.
What other brands have similar colors?
Click on any Rakuten color to visit its detail page, which shows other brands that use the same or very similar hex values. You can also browse all brands on our Brands page.

Accessibility of the Rakuten palette

Of the 3 recorded colors, 2 reach the WCAG 2.1 AA ratio of 4.5:1 against a white background — the threshold normal-size body text must meet. Colors below that line are not failures of the palette: they remain valid as fills carrying white text, as large text at the 3:1 threshold, and as borders, icons, and other non-text elements, which SC 1.4.11 also holds to 3:1. A logotype set in such a color is exempt from the requirement entirely.

Reference: WCAG AA vs AAA contrast requirements compared · Contrast Checker

Rakuten and its associated marks are trademarks of their respective owner. ColorFYI records publicly published brand-guideline color values for reference, editorial, and interoperability purposes, and is neither affiliated with nor endorsed by Rakuten.