Zalando

Crafted to inspire, built to adapt

Zalando had reached a crossroads — continue its journey from an e-commerce pioneer to international fashion retailer or pivot to a new role in customers' lives? While pandemic-era behaviours had driven the company's growth into a pan-European retail destination, the company wanted to transition from transactions to connection, empowering people to feel confident in their own style. This evolution called for a refreshed identity capable of supporting Zalando’s mission to inspire, entertain and enable customers to express their individuality through personalised content and engaging experiences.

Through an extensive typeface superfamily, a refined colour palette anchored by a more vibrant orange, and striking logotypes featuring a re-energised brand mark alongside a new wordmark, Kurppa Hosk crafted a distinctive new visual identity for Zalando. The system enables distinct expressions across various customer propositions and activations, ensuring the brand remains recognisable while adapting to different contexts with clarity and simplicity.

By combining flexibility with consistency, the identity flows seamlessly between practical, expressive and bespoke moments across 25 countries. The outcome is a simple yet powerful identity that brings Zalando’s vision to life, positioning the brand as an inspiring destination for fashion that helps people discover, express and feel confident in their own style.

Whether acting as the star of the show or the stage where global fashion players, local heroes and beauty specialists shine, the brand's new identity positions Zalando as the premier destination for quality fashion, lifestyle shopping, and inspiration.
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