Making your own static ads or designed posts? This page is the standard. It's the short version of the full brand book — when in doubt, the Brand Companion settles it.
The one-line brief: elite sport meets old-world luxury. Confident, calm, precise. Never clinical, never loud, never try-hard.
The logo
Download the logo package — SVG, PDF and PNG.
Use the primary logo by default. Use a secondary mark only where the primary would be illegible, and the icon alone only at small sizes.
Use the provided colorways only — never recolor, stretch, outline, or add effects or shadows.
Give it room: clear space around the logo of at least the height of the icon.
Never add ® to the wordmark.
Color
Build on the warm neutrals, ink in espresso, and use teal like seasoning — an accent, never a flood.
Colour | Hex | Use it for |
Warm White | #F9F6F2 | Backgrounds |
Linen | #E4E1DC | Panels, dividers, soft contrast |
Dark Espresso | #332522 | Headlines and body text |
Warm Umber | #514441 | Secondary text |
Dusty Teal | #89A1A3 | Accents and small labels — sparingly |
Type
Perfectly Nineties — headlines. The workhorse of the identity.
Apple Garamond — body copy, for contrast under the headline.
Switzer Medium — small labels and captions, all caps, letter-spaced.
Proportion guide, not fixed sizes: if the headline is 100, body is about 36 and the call to action about 24.
The look
Warm, clean, premium. Natural light, real spaces, real product. Generous negative space — one subject, one message per frame.
Use the approved photography rather than mockups: product photos, lifestyle imagery, celebrities photographed in Ra, customer testimonials.
Never: neon-red “biohacker rave” grading, cluttered comparison grids, clinical lab aesthetics, or meme formats with the logo attached.
The words
Serious, not funny. Matter-of-fact, not enthusiastic. Lead with identity and aspiration, never with fear.
For any designed asset that carries our logo:
Say it our way. Circadian eyewear or functional eyewear — not “blue light blocking glasses.” Filtering, never blocking. Well-being, never health.
No numbers in the frame. No percentages, no CRI, no Kelvin, no lumens. Say what the product does, not what it measures.
Supports, designed to, helps promote. Never cure, treat, prevent, heal, or reverse. Never a named condition. Never “clinically proven” or “studies show.”
No fear framing. “Harmful blue light” and “digital damage” don’t appear. Retired for good: “protect your eyes,” “99.9%,” “health-enhancing.”
Never name another brand. Compare to the category, not a competitor.
Disclose. If you earn from it, the ad carries #ad per the Content Guidelines.
What makes a static work
The winners in our account share three things: one message per frame, a proof device or an offer in the headline — not just a pretty picture — and the product legible at thumbnail size. The north star: “Not Sunglasses. Night Lenses.” Category-defining, six words, product front and center.
Made something strong? Send it through Trybe, or to partners@raoptics.com — the best creator statics get paid amplification.
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