The Zalando journey has been remarkable, evolving from a start-up to a leading online fashion platform. As the market rapidly changes, we see the need to evolve our business and brand to accelerate growth.
Visual identity
Brand positioning
We are the go-to-destination for quality fashion and lifestyle shopping and inspiration. Our visual identity is a manifestation of our brand promise: We help you to be confident in your style. Our brand personality is the feeling people get when they think of us, staying true to our brand characteristics creates authenticity, builds recognition and trust.
Our identity
Press play and watch as Zalando opens up a world of personalised inspiration and entertainment. It’s time to be bold again and change the way people engage with fashion and lifestyle.
Our brand identity thrives on boldness, not just in visual expression but in our commitment to helping people feel confident and have fun with their personal style. Boldness means taking creative risks, celebrating individuality, and championing a culture of fearlessness, both in our work and the experiences we create.
By turning up the fun and being welcoming in everything we do, we create moments that people can look forward to — curating a dynamic world of inspiration in motion.
At the heart of it all, Zalando tells stories that champion personal style and inspire confidence.
This is A New Style of Entertainment.
Design principles
The foundation of our visual identity. They inform and support the creative development of the Zalando brand expression and experience and help to guide all our different design disciplines.
Bringing our identity to life
The flexibility of our brand identity leaves room for life. With bold placements of our core brand signifiers, we earn relevance as a fashion and lifestyle destination. This approach invites brands, users and partners to join us in creating a dynamic and engaging experience, showcasing our diverse value propositions.
