Zalando Corporate Communication Design System
While Zalando had a well-established design system for their e-commerce platform, they recognized the need for a dedicated system for their corporate communication. The Zalando Corporate Communication Design System was developed to address this gap, ensuring that the brand's identity is consistently and creatively represented across all corporate channels.
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Problem Statement
Zalando, a leading online fashion retailer, faced challenges in maintaining a consistent brand identity across its corporate communication channels. While their existing design system effectively supported their e-commerce platform, it lacked the flexibility and nuance required for corporate use, such as internal communications, PR materials, and investor relations. The inconsistency in branding led to a fragmented brand perception, diminishing the company's ability to convey a unified and strong corporate image.
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Objective
The main goal was to create a flexible design framework that would uphold Zalando’s brand identity while allowing for creative freedom. This system needed to balance the brand’s dynamic fashion-forward essence with the formal requirements of corporate communication.
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Research Methodology
To understand the unique needs of Zalando’s corporate communication, a comprehensive research approach was adopted, focusing on both internal and external brand perceptions. The research methods included:
Brand Audit: An extensive audit of Zalando’s corporate communication materials and e-commerce platform was conducted. This included analyzing internal documents, press releases, investor presentations, and other collateral to identify inconsistencies in brand application. Additionally, the e-commerce audit reviewed the brand’s online presence to ensure alignment. Competitor communications were also reviewed to benchmark best practices and identify opportunities for differentiation.
Stakeholder Interviews: In-depth interviews were conducted with key stakeholders, including Zalando’s marketing, communication, and design teams. These discussions aimed to uncover pain points, aspirations, and expectations for the new design system. Questions focused on how they currently use brand assets, challenges they face in corporate communication, and their vision for a cohesive brand identity.
Surveys: Surveys were distributed to a broader range of Zalando employees and partners to gather quantitative data on brand perception and the usability of current design assets. The survey questions explored the ease of access to design elements, consistency of brand messaging, and areas needing improvement.
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Logo and Wordmark Strategy
At the heart of the design system is the thoughtful use of the Zalando logo and wordmark. The logo serves as the emotional anchor of the brand, while the wordmark functions as the formal signature. The design emphasizes a flexible approach, where the brandmark and wordmark are used separately. The brandmark’s size and placement can be adjusted depending on the desired emphasis, ensuring that the brand’s presence is always impactful yet adaptable.
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Layering and Layout System
The layout system is built on a modular grid that can be subdivided into different layers, allowing for a blend of emotion and information. This layering principle supports a variety of design approaches, from simple, straightforward layouts to more intricate, designer-focused compositions. The system includes options for common use and for more creative applications, providing a versatile framework for diverse communication needs.
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Patterns and Visual Elements
Inspired by fashion fabrics and materials, the design system includes a range of modern, abstract patterns that reinforce the brand’s individuality. These patterns vary from calm and technical to playful, offering designers the tools to create visually engaging content that aligns with the brand’s identity. The patterns are designed to integrate seamlessly into the overall layout, adding depth and texture without overpowering the message.
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Typography System
The typography within the design system is characterized by bold contrasts and flexibility. The variable type system includes Helvetica Now for headlines and Dual Type for unique applications like magazines. This system ensures that all textual elements are consistent across platforms while providing room for creative expression in more specialized formats, such as posters or digital content with a strong visual emphasis.
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Color Palette
The color system reflects Zalando’s diversity, with a palette that ranges from vibrant primary colors to more subdued secondary and functional tones. The signature orange serves as the brand’s anchor, while secondary colors are divided into tonalities that cater to specific themes. Functional colors, primarily used in web contexts, ensure that the design remains clear and user-friendly across digital platforms.
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Balancing Consistency with Flexibility: Maintaining a consistent brand identity while allowing for flexibility in diverse corporate communication contexts was a significant challenge. The solution was to develop a modular design system that provides guidelines for using key elements like the logo, typography, and color palette. This modularity allowed departments to tailor their communications without deviating from the core brand identity.
Integrating Fashion-Forward Aesthetics into Corporate Communication: Another challenge was incorporating Zalando's fashion-forward aesthetics into more formal corporate communications. The solution was to create a flexible visual language that combined Zalando’s dynamic style with a professional, polished look, ensuring a balance between creativity and corporate needs.
Ensuring User Adoption Across the Organization: A common challenge in implementing new design systems is ensuring widespread adoption. To facilitate this, comprehensive training sessions and user manuals were provided. Additionally, an intuitive digital toolkit was created, allowing easy access to design assets and templates, ensuring that all employees could seamlessly implement the new design system.
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Result
The Zalando Corporate Communication Design System successfully integrates the brand’s fashion-inspired identity with the formal needs of corporate communication. By providing a flexible yet cohesive design framework, the system allows Zalando to maintain a strong, consistent brand presence across all corporate channels. This approach not only preserves the brand’s integrity but also encourages innovation, ensuring that Zalando’s communication remains engaging, fresh, and aligned with its core values.
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