Zalando

The brief

Zalando stood at a crossroads. The pioneer of fashion e-commerce had grown, through the years of the pandemic, into a pan-European retail destination, and it had to choose between growing as an international retailer and taking a new role in people’s lives. It chose the second: to move from transactions to connection, to inspire, entertain and make room for self-expression through personal content and engaging experiences, and to help people feel confident in their own style. That called for a refreshed identity.

The system

The system rests on an extensive typeface superfamily, Zalando Sans, designed by KH Type, the type foundry of Kurppa Hosk, to move between utility and personality across its widths and weights. Around it sit a refined colour palette led by a more vibrant orange and new logotypes that pair a re-energised brand mark, the rounded orange triangle that has marked Zalando from the start, with a new wordmark. Together they allow a wide range of expressions while the brand stays recognisable at a glance, in type, in colour and in motion.

The identity

The identity balances flexibility with consistency across practical, expressive and bespoke moments in 25 countries, from the everyday use of the shop to campaigns and one-off launches. Zalando can be the star or the stage: a setting where global fashion players, local heroes and beauty specialists shine, framed by the brand rather than competing with it. The new identity was unveiled in September 2024, alongside the autumn and winter campaign “What Do I Wear?”, built on the same idea of style confidence.