⚠ Editorial Disclaimer: This page is an independent color reference resource. It is not affiliated with, endorsed by, or sponsored by the brand listed above or any of its parent companies. All color values are documented for educational and design reference purposes only. Trademarks and brand identities belong to their respective owners.

Rakuten Color Palette

From primary Red anchors to supporting accents, the Rakuten color system is engineered for clarity across retail touchpoints — digital and physical.

Rakuten Primary

HEX#BF0000
RGB191, 0, 0

Rakuten Accent

HEX#FFFFFF
RGB255, 255, 255

The Visual Identity of Rakuten

Color Systems & Brand Psychology

Primary Hue

Rakuten's primary color #BF0000 sits in the red spectrum — a spectrum that design research links to feelings of excitement and energy among everyday shoppers.

Industry Psychology

In retail, Red tones are frequently chosen to communicate excitement and energy. Rakuten employs this color language deliberately to connect with everyday shoppers on an emotional level before a single word is read.

Strategic Usage

The real power of Rakuten's palette comes from consistent application. When the same red values are deployed across e-commerce, the repeated exposure builds a color-to-brand memory association in everyday shoppers — a core goal of strategic brand identity design.

UI Design & Application Guide

Thinking of using the Rakuten color palette in your next project? Here is a professional guide on how to apply these colors effectively for web and mobile interfaces.

Aa
Header One
HEX: #BF0000 Primary Brand Color

When using #BF0000 as a background, strict accessibility standards (WCAG) recommend using #FFFFFF for your typeface to ensure maximum readability.

Call to Action
Get Started
Button Component
Accent Usage
Use Rakuten Red as a high-visibility accent color on clean white surfaces to draw attention.
Dark/Brand Background
Professional Tip: Designers using Figma or Adobe XD should create a specific color style named Rakuten Primary to ensure consistency across all retail mockups.

Technical Color Data Table

For developers and designers, accuracy is non-negotiable. Below are the precise conversions.

Color Name HEX Code RGB Values CSS Variable
Rakuten Primary #BF0000 rgb(191, 0, 0) var(--rakuten-primary)
Rakuten Accent 1 #FFFFFF rgb(255, 255, 255) var(--rakuten-color-2)

CSS Implementation

Copy this CSS snippet to your :root to instantly implement the Rakuten brand styles.

:root {
  --rakuten-primary: #BF0000;
  --rakuten-color-2: #FFFFFF;
}

Explore Related Brand Palettes

Compare Rakuten with other top brands in our database.

Sony Pictures
Total
Morgan Stanley
Bumble
Smartwater
Kelloggs

Frequently Asked Questions

What is the primary HEX color code for Rakuten?
The primary color in the Rakuten palette is #BF0000. This value is documented here for reference purposes. For official brand implementation, always consult Rakuten's own brand guidelines.
Does #BF0000 meet WCAG accessibility contrast requirements?
WCAG 2.1 AA requires a contrast ratio of at least 4.5:1 for normal text. When using #BF0000 as a background, white (#FFFFFF) text typically achieves the required ratio. Always verify with a contrast checker tool before production use, as contrast depends on your exact background color.
Why does Rakuten use red as its primary color?
Red tones are widely associated with bold action in color psychology research. For a brand operating in retail, this association helps communicate the right emotional signal to everyday shoppers — though the final palette decision reflects many factors including competitive differentiation and historical brand equity.
Can I use the Rakuten color palette in my design project?
The colors documented on this page (RGB values, HEX codes) are factual technical specifications and may be referenced for editorial, educational, or personal design inspiration. However, using Rakuten's colors in a way that implies endorsement, affiliation, or commercial association with Rakuten may raise trademark concerns. For commercial projects, review Rakuten's brand guidelines and, if needed, consult a legal advisor.