BRIGHT BRIGHT shiny fire engine red. The photo looks like a deeper maroon color. There is a photo of a guy holding one and that one looks bright red but the rest of the photos do not. Also the rubber loop is quite stiff and rubs against your hand when you use it & a little irritating. I wish I had not gotten this one but inside one has that has just a hole where you can hang it on the wall instead of this bent stiff loop. Also the manufacturer has their name printed quite prominently on the item. I would NOT buy this again and will look for a different one.