What does Ozon brand stand for?

Brand personality traits

Delivery to Mars?
We might as well!

Humane

Open

Lively

We communicate with people in their language and avoid any association with sophisticated technology. For example, we have removed .ru from our company name.

We want to get to know our users better. We value their feedback. That is why we are building an open brand — outgoing, sincere and friendly.

Ozon is lively and genuine, it is not afraid to show emotions; it knows how to be happy and empathetic, funny and thoughtful, but the main thing is to take care of people and help them solve urgent tasks.

Our company is actively growing and have the most flexible approach to branding. With a 360° concept, we can easily adapt our corporate identity to any scenario and brand assets.

Ozon is a modern e-commerce platform. We develop services for entrepreneurs and buyers all over the country and create products that as comfortable and as intuitive to use as possible

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Brand

Русский

Brand

360˚ pick-up points

Brand

360˚ pick-up points

The life and soul of the party

Tone

We talk to the user as equals — in a friendly way without assuming superiority. To make a good impression, a neutral tone of voice is crucial in difficult situations and when talking to an audience that we are meeting for the first time. At the same time, we try not to sound dull or too formal — when appropriate, communication can be bold and emotional.

Language

Humor

We communicate in simple language, avoiding complicated terms, acronyms and jargon. Our messages are straightforward and can be understood by the widest audience we can reach.

We're funny as long as it doesn’t result in offensive utterances. That's why we only make jokes when the user's task is complete, and we don't joke about sensitive issues.

Brand system

A brand system is a set of rules to work with Ozon's visual style. It influences our products' appearance, communicates brand awareness and inspires emotional response. The brand system ensures that our offline and digital products follow the same brand guidelines and have a predictable result.

Logo

Icon

Color palette

The primary brand color blue is bright and saturated. It is paired with crimson, which adds emotions and expressiveness to the brand.

Typography

Our font carries through the company's reliability and inspires trust and confidence.

Graphics & patterns

We avoid strict shapes and straight lines. We want graphics to be visually plastic and varied.

Badge

Examples of uses the Ozon logo

Guidelines for using our wordmark and logo

Correct use:

Incorrect use:

Horizontal logo

Ozon company name

In all text assets, we write Ozon in Latin letters without quotes. The first letter is uppercase, others are lowercase letters.

The company name does not take any endings.

Writing the word 'Ozon' in capitals is only allowed in advertising: in creative assets with short text messages without the Ozon logo.

Download one of the options via this link. Do not place a logo on a background with low contrast. The background should not compete with the logo.

Do not place the logo too close to the edge of the layout.

Do not distort the logo proportions

Clear space

Incorrect uses of the Ozon logo

Approved colors for logo placement

— Joint campaign with Ozon!

— Best Ozon deals!

— Joint campaign with Озон!

— Gifts from «Озон»!

— Best Озон deals!

Placing your logo closer to another element than the minimum clear space will make it look crowded.

The clear space is based on the first letter "o" in the logo. Horizontal space requires the full width of the "o" on either side. Vertical space requires the full height of the "o" above and below.

Do not use other colors

Do not violate the clear space

Do not use a gray logo in monochromatic designs.

Do not use the logo against low-contrast backgrounds

Do not place a logo on a busy or patterned backgrounds

Under no circumstances should other colors or color shades be used

If the partner's logo is horizontal.

Place the logo in an oval

Add the signature "online store"

How to use the Ozon wordmark with your logo

Option 1

If the partner's logo is vertical.

Option 2

Vertical logo

If the partner's logo is horizontal.

Option 1

If the partner's logo is vertical.

Option 2

Template 1

The background with extra space allows one to easily adjust its size with the mask of any geometric shape. Make sure the background size is at least as large as the required clear space for the logo.

Logo for sellers' promotional materials

How to place the Ozon logo in a 16:9 video

Other ways to use the logo

Template 2

This template is used to place a logo on a large surface.
Its angled slope adds a dynamic touch, and the background is created with extra space so that you can easily adjust its size using a custom-shaped mask. Make sure the background size is at least as large as the required clear space for the logo.

The Ozon design system offers Badge and Icon designs for accent branding.

Rules for use and materials for download can be found in the respective sections.

The width of the Ozon logo in 16:9 format videos is 1/6 of the width of the 16:9 format.

1

The logo is placed exactly in the Title Safe Area in one of the corners.

2

The lower clear space is bigger than the bottom panel of the player, the Skip button and the pop-up banner.

3

Use eye-catching icons to emphasize the Ozon brand in promotional materials. If the icon doesn't fit the designated shape and a distinctive format is needed, feel free to utilize one of the available templates.

Examples of framing

Examples of framing

Correct use:

Incorrect use:

Correct use:

Incorrect use:

Example

Example

Badge

Icon

«Buy on Ozon» badge design

The main option

It is better to use a badge with the zebra pattern: it is bright, noticeable, and immediately attracts attention.

Logo placement rules

The badge should be positioned in any corner of the advertising banner, at a distance of at least 0.25x from the edge of the banner.

When selecting the badge size, think about the advertising format and ensure that the wording is easy to read.
The suggested badge size is 1/8 of the larger dimension of the advertising format. You can calculate this by using the formula: X = “larger side of banner” / 8.

Do not change the proportions of the sides of the badge.

An additional option

Building examples

It is used to advertise a product from a partner or seller. The badge comes in two options, with a zebra pattern or on a blue background. The badge can be square, circle, or rectangle.

Examples

It is used on a multicolor or complex background with many details, such as patterns.

1

2

3

Guidelines for using icons for promo assets

2D

3D

The Ozon icon

Available in both 2D and 3D formats, the Ozon icon is always bright and recognizable. The shape of the icon can be round or square with rounded corners.

* All allowed perspectives in the icon pack

Usage examples

Acceptable

Use only the approved zebra pattern with an icon. Overlap with other images is allowed up to 10%, provided the Ozon logo remains visible.

Not acceptable

An outdated ray icon is used. Overlapping of more than 10% of the icon’s visible area. it’s crucial to stick to the approved rotation angles from the 3D icon pack. Using other perspectives is not allowed.

Ozon colors

Primary colors

Primary colors

Secondary colors

The percentage of secondary and accent colors in relation to Ozon blue can not exceed the specified parameters.

Priority use and the basic color combination.

Color palette – HEX, RGB, CMYK, Pantone

Basic principles

Color combinations

Secondary colors

They are used as secondary colors to the primary ones.

Accent colors

Accent colors are used for emphasis, to enhance a color scheme in graphic elements. Use only one accent color.

When using a white or dark space background, the principles of combining primary, secondary and accent colors remain the same and correspond to the percentage.

Examples of color combinations

Percentage ratio

The percentage of secondary and accent colors in relation to Ozon blue can not exceed the specified parameters.

Wall painting RAL

Color combinations

Signage. Letters and side-mounted box signs

Online storefronts. Transparent film

Color palette for branding parcel lockers

Color palette for branding vehicles

Color palette for fabrics

Ozon blue

HEX
RGB
CMYK
Pantone

005BFF
0 91 255
100 31 0 0
3005 C

Ozon magenta

HEX
RGB
CMYK
Pantone

F91155
249 17 85
0 100 0 0
Process Magenta C

Morning blue

HEX
RGB
CMYK
Pantone

00A2FF

0 162 255

83 1 0 0

2995 C

Aqua blue

HEX
RGB
CMYK
Pantone

28D1EB
40 209 235

59 0 14 0
3115 C

Yellow star

HEX
RGB
CMYK
Pantone

FAE670

250 230 112

0 0 68 0

101 C

Wreath green

HEX
RGB
CMYK
Pantone

06CA99

6 202 153

72 0 45 0

3395 C

Night sky

HEX
RGB
CMYK
Pantone

270097

39 0 151

100 95 0 3

Blue 072 C

Dark space

HEX
RGB
CMYK
Pantone

001A34
0 26 52
100 42 22 82
303 C

Ozon colors

Ozon Patterns

Usage examples

Brand collateral

Ozon branding accompanies our customers all the way — from placing an order on the website to picking up a product. Thousands of bright couriers, cars, parcel lockers and pick-up points are everywhere.

Uniform

Our uniform is designed with you in mind: it is comfortable, made from natural materials and easy to wear, wash and iron.

Packaging

The unboxing experience has become even more emotional thanks to the eye-catching branded packaging design.

Brand collateral

Ozon branding accompanies our customers all the way — from placing an order on the website to picking up a product. Thousands of bright couriers, cars, parcel lockers and pick-up points are everywhere.

Uniform

Polo

Wind/winter jacket

A warm vest

Sweatshirt

Baseball cap

T-shirts

Packaging

Parcel lockers

Shopping malls, supermarkets and shops near the house — Ozon parcel lockers are in their proper places. With their bright design and user-friendly interface, they are easy to find and easy to use.

360˚ pick-up points

Pick-up points are friendly and functional spaces that create an excellent customer experience.

They are in the driver's seat

Wrap your car in bright corporate colors. We have revamped the design — and we're relaunching the project!

Wow! Your branded vehicle as a marketing tool

Thousands of people see them every day — on busy streets and quiet courtyards, on their way to work or when they get home. 1,000+ cars flood the streets of towns and cities across the country every day.

Rigid branding guidelines can limit creativity, and this approach does not work for us. We like to think outside the box and are always open to creative ideas, new projects and inspiring collaborations.

Quite a different story

You only need a cool idea to take part in the project. We provide art tools and supplies as well as an ideal wall to boost your creativity.

The Ozon Ballon initiative is a creative collaboration between our brand and artists from all over the country. We select the creatives of the participants and introduce them into the Ozon branding, turn order pick-up points into works of art, draw at festivals, cooperate with different brands and participate in various projects.

The first collection offers T-shirts, sweatshirts, raincoats and accessories in the branded colors, Ozon blue and Ozon magenta.

The new 2021 collection is even brighter and more relaxed with comfortable oversized clothes, color gradients and favorite all-time classics. All items can be easily mixed and matched to create many different outfits.

ALCOR jewelry in your favorite colors

A unique collaboration
with ozon merch!

There is no place like Ozon home

To help people create a comfortable environment at home, we offer well-designed, functional, durable and affordable home accessories.

We work every day to make your life easier and more comfortable. Thanks to the new useful services, we can deliver faster and reach more people. And our customers and partners are happier.

Our services

Ozon fresh

Ozon fresh is a wide range of fresh and natural products for the whole family. It is focused on FMCG product range, which is mainly oriented towards Russian craft producers and farmers: cheese, milk, meat, vegetables and fish.

Ozon Забота

Ozon Care makes donations easy. Create positive giving habits with Ozon. When you shop at Ozon, you are not only shopping, you are also helping those in need.

Guidelines for using our wordmark and logo

Correct use:

Incorrect use:

The main logo

Additional logo

Guidelines for writing the name of the service

Ozon fresh logo

We use the Latin name of the service in all our materials. The word 'Ozon' is capitalised, and the word 'fresh' is not.

Ozon fresh

Ozon Fresh

Ozon fresh primary colors

Guidelines for using our wordmark and logo

Correct use:

Incorrect use:

The main logo

Monochrome logo

Guidelines for writing the name of the service

Ozon Забота logo

If an asset is in Russian, we write the name of the Ozon in Latin, and the word 'Забота' is written in Cyrillic and is capitalized.

Ozon Забота

OZONZABOTA

Ozon Забота color palette

Do not place the logo too close to the edge of the layout.

Clear space

Placing your logo closer to another element than the minimum clear space will make it look crowded.

Primary colors

The brand colors are taken from the main Ozon color palette.

Secondary colors

They are used in illustrations and graphic elements. The primary colors are used in a 70:30 ratio to the secondary colors.

The distance from the substring to the main logo cannot be increased or decreased

Incorrect use

The name of the service in the full version is never capitalized

Do not stretch the service name 'Забота' to the full width of the Ozon logo or change the aspect ratio

Do not distort the font in the substring

Do not apply effects to the logo

Do not use unapproved color combinations

Graphic elements and an icon

3D and 2D graphics

Graphic elements combine two types of graphics: white 3D elements and colored vector graphics.

2D graphics

The icon in the app

To display the service in the app. Do not change the position and size of the symbol in the icon.

Examples of illustrations and promos

To bring specific messaging, you can also create illustrations as graphics. Please refer to the brand illustration style guide and an extended version of the main brand palette to create more depth and shadow in our graphics.

Brand day

Award ceremony for the winners of the Ozon Safari competition at the New Tretyakov Gallery

Q&A

What font does Ozon use?

The font plays an important role in communication with our customers and partners. Every detail matters — size, color, position, background. That's why Ozon uses only its proprietary fonts — GT Eesti, Pro Display and Pro Text.

What palette does Ozon use?

Our main colors are the primary Ozon blue and saturated Ozon magenta. You can download an extended version of the main brand palette with secondary colors.

Where can I download the new Ozon logo?

Our current logos are publicly available. You can download the Ozon logo with a transparent background, as well as an image, in CMYK and RGB color models and in various formats (.png, .svg, .pdf, .ai).

What package does Ozon use?

When customers collect their orders, we offer soft branded packaging and convenient branded carrier bags with the Ozon logo and 'Giraffe', 'Zebra' and 'Wave' prints.

Where can I see the Ozon branding?

We adapt Ozon's corporate identity to all kinds of scenarios and brand collateral — car branding, pick-up points, parcel lockers, staff uniform, packaging, and merch. We also have a cool, bright project that you just cannot miss: Ozon Ballon.

What design did Ozon come up with for the staff uniform?

We tried to think through every last detail when designing the uniform. It is made of bright and natural fabric and matches a branded color palette.

Brand

360˚ pick-up points

Virtual аssistant

Style guide