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
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Brand
Русский
Меню для мобильных адаптивов
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.
Logo for sellers' promotional materials
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
Option 1
«1+1=3» or «2=1» offers.
The Ozon identity in your product offers
How to place the Ozon logo in a 16:9 aspect ratio video
An example of using the Ozon logo on a badge
Option 2
«2 = 1» offer.
Option 3
«Up to −XX%»
or «XX% off» offers with a description.
Option 4
«Price from» offer.
Option 5
«Up to −XX%»
or «XX% off» offer.
To maintain the visual integrity of our logo, stick to its fixed size (250 pixels).

The Ozon logo in the badge is placed exactly in the title safe area in the upper corners. The lower clear space is bigger than the player interface, the Skip button and the pop-up banner.
We recommend an Ozon logo file size of 300 pixels for 16:9 aspect ratio video.
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
Logo for sellers' promotional materials
Option 1
«Buy on Ozon» badge design
Proportions, clear space
Key principles for ad design
Key principles for 16:9 and 9:16 video design
There are two options of the «Buy on Ozon» badge.
1
The badge size is fixed. Changes are not allowed.
2
The badge can be placed in the upper left, right and lower left, in the right part of the banner in compliance with the clear space guidelines.
3
Depending on the background color, the font color is dark (001A34) or white (FFFFFF), while the logo is blue (005BFF) or white (FFFFFF). Be sure to use a logo with enough contrast for legibility.
Option 2
Option 1
Option 2
Basic rules
Option 1
Option 2
The wording «Buy on Ozon» should be added to the ad from a partner or a seller. Examples are given below.
Usage examples
A badge for videos is 360 pixels.
It can be located anywhere in the specified area.
Do not change size and position of elements in the existing templates.
16:9 aspect ratio video
9:16 aspect ratio video
Usage examples
Usage examples
Usage examples
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!