ZALORA BRANDING GUIDELINES V1.0
WHO ARE WE?
This is a guide to the basic elements that make up ZALORA. All of these put together, make us who we are.
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Our identity Brand logos Other icons Call-to-action buttons Typeface Our typography Our colours Copy and tone of voice Sample banners
Our identity:
BRAND STORY
“We love fashion and we’re secretly tech geeks (shh..). And that basically sums up what we stand for and believe in sharing with our customers. Our love for fashion and technology, coupled with our dedication to our customers, defines everything that we do. We strive to communicate internally and with our customers in one cohesive and consistent voice, from the products we source, online experience we provide, to every touch point of customer interaction.”
Our identity:
BRAND VISION
To be the #1 in affordable fashion and beauty, and transcend even the online space by converting traditional offline shoppers, through good product offering, easy shopping experience, and pleasant customer interaction.
Our identity:
BRAND PERSONA
YOUNG FUN APPROACHABLE
Our identity:
SLOGAN
FASHION. LIFESTYLE. CONVENIENCE. Asia’s leading online fashion destination.
Brand logos:
PRIMARY LOGO
The ZALORA logo is sacred as this is our strongest visual branding element. It is modern, unique, easily recognizable and classic. It is synonymous with our branding identity and hence has to be used with care.
Brand logos:
SPECIFICATIONS
Spacing between letters and around should be equal and remain clear. Minimum size for logo ‣ Letter spacing = 7mm (18px) ‣ Length = 75mm ‣ Height = 10mm
Other icons:
SOCIAL FOOTERS / CRM INITIATIVES
Social media icons used onsite are typically used as below. A circle is typically used to frame the icon and only 1 colour is used, #414141.
Other icons:
CRM INITIATIVES BAP etc.
Call-to-Action (CTA):
BUTTONS
The shopping button, or as we typically call it, Call-to-Action (CTA), is ubiquitous on ZALORA. The CTA is essential in guiding a customer to the required course of action, e.g., clicking into a banner, reading more about a newsletter.
‣ Centered text with frame ‣ Side spacing at 12px from edge of ‣ ‣ ‣ ‣
character Button height, always at 25px Font : Trade Gothic LT Std BOLD, 13Pt Character tracking : +50 “ > ”:1 space before type, baseline shift +1
Button styles:
Other text variations can also be used for CTAs, which can come in different forms:
‣ Segments (e.g. women, men) ‣ Categories (e.g. shoes, clothing) ‣ Sub-Categories (e.g. heels, sandals) ‣ Occasion (e.g. summer) ‣ Trend (e.g. peplum, metallics) ‣ General directive (e.g. read more, find out now)
Call-to-Action (CTA):
REVISED HOMEPAGE BANNER
‣ Centered text ‣ 3px border (Inverted option, no border) ‣ Trade Gothic LT Std BOLD, 25Pt ‣ “ > ” : 1 space before type, Baseline shift +2.5
Typeface:
PRIMARY TYPEFACE
We typically use sans-serif typefaces across most of our visuals, as it’s modern, clean and legible on-screen. Serif typefaces are only used on certain offline collaterals and magazine.
Sizes + Align
The primary ZALORA typeface is Futura. It is quintessential to our identity and visual branding. Modern, clean and easily legible, it is available in a variety of weights for full creative expression.
Some history: In typography, Futura is a geometric sans-serif typeface designed in 1927[1] by Paul Renner. It was designed as a contribution on the New Frankfurt-project. It is based on geometric shapes that became representative of visual elements of the Bauhaus design style of 1919–1933.[2] Commissioned by the Bauer Type Foundry, in reaction to Ludwig & Mayer's seminal Erbar of 1922, Futura was commercially released in 1936.
There are multiple Futura weights available so combinations of them can be used together on the same visuals. Futura Bold and Futura Medium and most commonly used for our headers.
Futura Bold TO EDIT
Futura Bold abcdefghijkl mnopqrstuvwxyz ABCDEFGHI JKLMNOPQRSTUVWXYZ 1234567890 ÂŁ&@?!/+(.,:;) Dog goes woof, cat goes meow, bird goes tweet and mouse goes squeek. Cow goes moo, frog goes croak and the elephant goes toot. Ducks say quack and fish go blub and the seal goes ow ow ow ow ow! But theres one sound that no one knows. What does the fox say? Ring-ding-ding-ding-dingeringeding! Geringding-ding-ding-dingeringeding! Gering-ding-ding-dingdingeringeding! What the fox say?
TO EDIT
Futura Medium TO EDIT
Futura Bold abcdefghijkl mnopqrstuvwxyz ABCDEFGHI JKLMNOPQRSTUVWXYZ 1234567890 ÂŁ&@?!/+(.,:;) Dog goes woof, cat goes meow, bird goes tweet and mouse goes squeek. Cow goes moo, frog goes croak and the elephant goes toot. Ducks say quack and fish go blub and the seal goes ow ow ow ow ow! But theres one sound that no one knows. What does the fox say? Ring-ding-ding-ding-dingeringeding! Geringding-ding-ding-dingeringeding! Gering-ding-ding-dingdingeringeding! What the fox say?
TO EDIT
Futura Book TO EDIT
Futura Bold abcdefghijkl mnopqrstuvwxyz ABCDEFGHI JKLMNOPQRSTUVWXYZ 1234567890 ÂŁ&@?!/+(.,:;) Dog goes woof, cat goes meow, bird goes tweet and mouse goes squeek. Cow goes moo, frog goes croak and the elephant goes toot. Ducks say quack and fish go blub and the seal goes ow ow ow ow ow! But theres one sound that no one knows. What does the fox say? Ring-ding-ding-ding-dingeringeding! Geringding-ding-ding-dingeringeding! Gering-ding-ding-dingdingeringeding! What the fox say?
TO EDIT
Futura Light TO EDIT
Futura Bold abcdefghijkl mnopqrstuvwxyz ABCDEFGHI JKLMNOPQRSTUVWXYZ 1234567890 ÂŁ&@?!/+(.,:;) Dog goes woof, cat goes meow, bird goes tweet and mouse goes squeek. Cow goes moo, frog goes croak and the elephant goes toot. Ducks say quack and fish go blub and the seal goes ow ow ow ow ow! But theres one sound that no one knows. What does the fox say? Ring-ding-ding-ding-dingeringeding! Geringding-ding-ding-dingeringeding! Gering-ding-ding-dingdingeringeding! What the fox say?
TO EDIT
Futura Extra Light TO EDIT
Futura Bold abcdefghijkl mnopqrstuvwxyz ABCDEFGHI JKLMNOPQRSTUVWXYZ 1234567890 £&@?!/+(.,:;)
TO EDIT
Futura Condensed TO EDIT
Futura Bold abcdefghijkl mnopqrstuvwxyz ABCDEFGHI JKLMNOPQRSTUVWXYZ 1234567890 £&@?!/+(.,:;)
TO EDIT
Typeface:
SECONDARY TYPEFACES
OSTRICH SANS TO EDIT
Futura Bold abcdefghijkl mnopqrstuvwxyz ABCDEFGHI JKLMNOPQRSTUVWXYZ 1234567890 £&@?!/+(.,:;)
TO EDIT
TRADE GOTHIC TO EDIT
Futura Bold abcdefghijkl mnopqrstuvwxyz ABCDEFGHI JKLMNOPQRSTUVWXYZ 1234567890 £&@?!/+(.,:;)
TO EDIT
Typography:
LINE SPACING
Line spacing has a major effect on legibility and influences the look of the final piece. It should be carefully considered and well executed to achieve a clean result.
ADD e.g.
Typography:
LETTER SPACING
Spaces between letters control the number of characters on a line. They contribute to the visual appeal and legibility of text. Adjusting the letter spacing may apply to pairs of letters or entire blocks of text.
ADD e.g.
Our colours:
PRIMARY COLOURS
Our colours:
SECONDARY COLOURS
Copy and tone:
OUR VOICE
The ZALORA voice is a reflection of who we are and what we stand for. We should always have a consistent voice, regardless of the channels that we are communicating through. These include onsite banners, newsletters, transactional emails, customer service communications, social media and so on. ‣ Always sound friendly and approachable ‣ When in prose, use the first-person, “us”, “we”.
THE 4Ses Always keep in mind “The 4Ses” in your communication, which should serve as a helpful guide. 1. Short Be concise. Write as little as possible. Most customers don’t have all the patience and concentration for long copy. 2. Scannable Customers don’t always read everything as a whole. Use design, headers, sub-heading, bullets etc., to flush out key points. 3. Simple Always go simple in your choice of words. Avoid jargon and exaggerrated language. 3. Seductive Remember that we’re meant to persuade our customers into a course of action, e.g., click onto banner, read more. Examples: Sense of urgency - limited time only, while stocks last Exclusivity - a ZALORA exclusive, exclusive to ZALORA Attractive price points - sale, up to, hot deals Newness - Just in, new Curated and customized - editor’s picks, curated collection Fashionable - use of popular fashion terms
Copy and tone:
COPY
COPY RULES
ZALORA Always write our name in upper case - We are known as ZALORA, not Zalora. Sentence Structure Emphasize your key message either at the beginning or end of the sentence. Exclamation Marks “!� can be used to create excitement or a sense of urgency or importance. However, usage should be limited to once per banner. Repetition Avoid repetition on banners and in paragraphs. The same key words should never appear more than once. Emoticons Avoid using them ever. They can appear tacky and cheap and are more suitable for chatroom interaction.
Copy and tone:
TONE
TONE We should generally come across as light-hearted, friendly, approachable and fun. However, tones may differ slightly across different channels. ONSITE This is the largest platform, where new and existing customers are reached. Onsite time spent is limited, banners on carousels constantly rotate, hence communication has to be very crisp, clear and succinct. As banners are meant to convert, tone has to be persuasive and actionoriented. NEWSLETTERS Newsletters have a variety of function and will differ slightly according to purpose. However, similar to Onsite, they should be short, persuasive, catchy and action-oriented. SOCIAL MEDIA Social Media channels serve slightly different purposes from Onsite and Newsletters. While sales and promotional banners should be very direct and action-oriented, lifestyle-related banners that are meant to promote virality and engagement can be more fun, casual and conversational. MAGAZINE & BLOG Our magazine and blog represent our fashion, editorial and lifestyle authority. It’s a place where customers want to be engaged and educated. More fashion terms should be used, while a smart, savvy, instructional and pproachable tone should be used. CUSTOMER SERVICE Customer service is one channel in which customer interaction typically occurs on a 1:1 level. As communication usually occurs because customers are unhappy or have enquiries, our tone has to always be warm, approachable, friendly, caring, considerate and helpful.