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Zalando brand guidelines

Zalando's brand guidelines portal documents visual identity, design systems, and editorial standards including AI writing and localisation.

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Zalando guidelines: Zalando Brand
Zalando Brand Captured 16 Sep 2026

Homepage of the Zalando Brand guidelines website displaying an introductory statement on a dark background.

Zalando guidelines: Zalando Brand
Zalando Brand Captured 16 Sep 2026

Zalando brand portal page showing the logo system overview with cards for the brand mark, word mark, and logo mechanics.

Zalando guidelines: Zalando Brand
Zalando Brand Captured 16 Sep 2026

Colour guideline page from the Zalando Brand portal displaying primary and secondary colour palettes.

Zalando guidelines: Zalando Brand
Zalando Brand Captured 16 Sep 2026

Typography overview page from Zalando's brand guidelines showing navigation cards for typeface and core expression.

Zalando guidelines: Zalando Brand
Zalando Brand Captured 16 Sep 2026

Visual assets overview page from Zalando's brand guidelines site displaying links to graphic treatments and iconography.

Zalando guidelines: Writing
Writing Captured 16 Sep 2026

Overview page of the Zalando brand writing section displaying cards for various content guides.

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Freedam's take

I really enjoy browsing Zalando's refreshed brand portal. The dark aesthetic sets a confident mood right from the homepage, and the left-hand navigation makes stepping through identity elements intuitive. I love seeing dedicated sections for graphic treatments and iconography alongside the expected logo mechanics and palettes. What caught my eye most is their writing section. Beyond standard voice and style guides, they include specific guidance on writing with AI and localisation. It feels like a living, contemporary reference manual designed for modern product and content teams rather than just a static visual showcase.

At a glance

Sections
Identity · Toolkits · Writing
Tone
Structured, modern, and comprehensive guidance for digital and brand expression.

What I noticed

  1. The primary navigation organizes documentation into three main pillars: Identity, Toolkits, and Writing.123
  2. The Logo system section details the brand mark, word mark, and logo mechanics using visual preview cards.4567
  3. The brand's primary color palette consists of white, black, and orange color blocks.8
  4. The Writing section includes dedicated sub-topics for Inclusive language, Writing with AI, and Localisation.9101112

Numbers refer to the screenshots above.

What I could not see

  • Could not confirm downloadable asset formats or files directly from the captured screens.
  • Could not see the full contents or tools under the Toolkits navigation section.

Ideas to borrow

  1. Integrate dedicated guidance for writing with artificial intelligence and large language models directly into the brand writing manual.1012

Reviewed on 25 September 2026. Request a correction · I built this

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Zalando structures its portal around comprehensive system documentation including design principles, typography, and AI writing guides. In contrast, Depop focuses its newsroom media kit on direct zip downloads for logos, app screenshots, and executive portraits, while JCPenney delivers simple press room image downloads for its corporate marks.