Zalando brand guidelines
Zalando Brand is an online guidelines hub organizing visual identity foundations, toolkits, and extensive writing standards.
Freedam's take — I really appreciate how clean and straightforward the structure feels across Zalando's brand site. The navigation immediately splits everything into Identity, Toolkits, and Writing, making it easy to jump directly into what you need. Diving into the writing section, I was happy to see specific guidance on inclusive language, localisation, and even writing with AI. The visual identity sections cover all the foundational mechanics like logo rules, primary and secondary colour palettes, and iconography. It feels like a thoughtfully organized, modern reference manual built to keep creative and content teams aligned.
- Type
- Guidelines
- Access
- Public
- Source
- brand.zalando.com
- Industry
- Retail, Fashion
- Capabilities
- Guidelines, Asset browsing
- Tags
- tone of voice, editorial guidelines, color system, typography, iconography, logo usage
- Added
- Last checked
What I noticed
- The global navigation includes links for Identity, Toolkits, and Writing across all documented pages.123456
- The writing guidelines include dedicated sections for brand voice, inclusive language, writing with AI, localisation, and a glossary.7891011
- The identity system documents brand mark and word mark usage under logo mechanics.121314
- Visual assets cover graphic treatments and iconography alongside typography and color documentation.15161718
Numbers refer to the screenshots above.
What I could not see
- Content inside the Toolkits section was not captured in this evidence bundle.
- File download functionality and asset export links were not observed.
Ideas to borrow
Reviewed on 17 September 2026. Request a correction · I built this
