Graphic treatments

Characters and glyphs within Zalando's typeface can be utilised as decorative elements to enhance communication. Our typeface serves as a powerful brand carrier and can be adapted across various contexts without introducing additional elements. This feature is primarily intended for seasonal campaigns or internal communications.

Please note: Since this treatment is currently in development, please reach out for approval to the Brand Design Team for off-product executions and to the ZDS team for on-product executions.

Characters and glyphs within Zalando's typeface can be utilised as decorative elements to enhance communication. Our typeface serves as a powerful brand carrier and can be adapted across various contexts without introducing additional elements. This feature is primarily intended for seasonal campaigns or internal communications.

Please note: Since this treatment is currently in development, please reach out for approval to the Brand Design Team for off-product executions and to the ZDS team for on-product executions.

Rounded shapes are a key design feature within our product, commonly used for cards and containers to create a more inviting experience on desktop and app platforms. This detail is closely associated with how we present products and should not be used in external contexts unless the content directly links back to our app or website.

More details to come.

A safe zone on imagery for text placement is essential to maintain clarity and readability, ensuring that messages are communicated without visual distractions. Therefore, we carefully select imagery to accommodate text placement. This consideration should also be integrated into the image production phase as part of art direction, facilitating a harmonious blend of text and imagery.

While images with proper safe zones are preferred for text placement, image treatments as legibility aid would be needed, when all available images are too busy for overlaying text.

Below you can see how a gradient can be applied to the image. If this is not possible due to lack of a designated safe zone, a drop shadow can be applied. Please reach out to the ZDS team for further support with this treatment.

Linear gradient

Due to the complexity of the images and the relatively long texts, sometimes text will be hard to read, to combat this please use dark or white gradients. Make sure the gradient has an even gradient and doesn't create hard edges. Feel free to adjust opacity for more or less result (usually between 30 & 80% works). Be especially careful when applying gradients over fashion and skin - make sure it doesn't change skin tone. Adjust gradient colour to skin tone or background if necessary.

Radial gradient

When we do not have a fixed crop area or want to impact less of the image, we can use a feathered gradient cloud (eg. rounded, oval shapes) to give added contrast. Make sure the gradient feather has an even gradient and doesn’t create hard edges. Feel free to adjust opacity for more or less result (usually between 30 & 80%). Be especially careful when applying gradients over fashion and skin — make sure it doesn’t change skin tone. Adjust gradient colour to blend better with skin tone or background if necessary.

Framing

When we have limited control over visual production, particularly for lower and mid-funnel materials, framing becomes a valuable tool. It helps resolve legibility issues without introducing new elements to our toolkit. This fallback image treatment serves as a supportive and functional solution, rather than a defining feature of our brand.

Please note that the space created from cropping the image can only be filled with black or white. Frame amount is based and positioned on the grid available, with a 1/2 separation of the surface as a recommended starting point.