Zalando is a Berlin-based online fashion and lifestyle platform founded in 2008. Its visual identity centers on a distinctive orange brand mark, officially called the “Play button,” paired with a wordmark. The company refreshed its brand identity in September 2024, introducing a more vibrant orange, a modern wordmark, and a custom typeface.[1]
Design and History
The Zalando brand mark, described by the company as an “iconic symbol closely associated with our brand,” has been part of the identity since its inception.[2] The mark is a rounded, convex-sided triangle in orange, a shape that has been described as inspired by a stiletto heel imprint, reflecting the company’s origins as a footwear-focused retailer.[3]
In September 2024, Zalando unveiled a new brand positioning and identity alongside its Autumn/Winter 2024 campaign “What Do I Wear?”. The refresh included a vibrant orange colour scheme, a modern wordmark, and a custom-designed font intended to improve accessibility.[1] The play button was made larger and its orange shade became more vivid and daring.[4] The new wordmark uses a custom letterform, while the triangular brand mark retains its curved-edge shape.[5]
The refreshed identity was developed by the Swedish agency Kurppa Hosk, which crafted a new visual system featuring a typeface superfamily, a refined colour palette anchored by a more vibrant orange, and a re-energised brand mark alongside a new wordmark.[6]
Meaning and Symbolism
Zalando’s brand identity is built around the idea of style confidence, with the company describing its visual identity as a manifestation of its brand promise: “We help you to be confident in your style.”[7] The brand mark, referred to as the “Play button,” is described by Zalando as an iconic symbol that has been a proud and integral part of its identity since its inception.[2]
Typography and Design
Zalando’s refreshed identity introduced a custom typeface family called Zalando Sans, described by the company as a “dynamic and versatile variable typeface, designed to adapt seamlessly across tones and styles.”[8] The custom font was designed to improve accessibility.[1]
According to the official brand guidelines, the Zalando brand mark should always be used in Zalando orange, regardless of background or motif, and must never be altered, stretched, or modified.[2]
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