Guidelines for using the brand mark and logo
Guidelines for using the brand mark and logo
Rules for writing the service name
Use "Ozon" in Latin script and "Забота" in Cyrillic (both capitalized) across all copy and brand assets.
Rules for writing the service name
Use "Ozon" in Latin script and "Забота" in Cyrillic (both capitalized) across all copy and brand assets.
Correct use:
Ozon Забота
Incorrect use:
Ozon забота
Ozon Забота logo
Ozon Забота logo
Main logo
Alternative logo
Monochrome version
Monochrome version
Main logo
Alternative logo
Clear space
Maintain clear space around the logo equal to the width of the leading “O”.
Clear space
Maintain clear space around the logo equal to the width of the leading “O”.
Main logo
Alternative logo
Incorrect use
Incorrect use
Do not alter the spacing between the descriptor and the primary wordmark.
The service name within the logo always uses lowercase.
Do not stretch the service name across the full width of the Ozon logo or change the logo proportions.
Do not distort the typeface in the descriptor.
Effects are not allowed.
Recoloring the logo elements is not allowed.
Ozon Забота color palette
Ozon Забота color palette
Main colors
Brand colors are taken from Ozon’s main color palette.
Keep a 70:30 ratio between the main and secondary colors.
Morning blue
HEX | 00A2FF |
RGB | 0 162 255 |
Dark space
HEX | 001A34 |
RGB | 0 26 52 |
Dark space 25
HEX | EEF2F5 |
RGB | 238 242 245 |
Secondary colors
Used in illustrations and graphic elements.
Vector illustrations use a special color: Night sky. Use it only for outlines, additional clothing details, and characters’ hair.
We keep gradient use to a minimum: we do not use gradients inside illustrations at all and use them only sparingly on backgrounds.
Ozon blue
HEX | 005BFF |
RGB | 0 91 255 |
Green grass
HEX | 00BE6C |
RGB | 0 190 108 |
Orange star
HEX | FFA800 |
RGB | 255 168 0 |
Ozon magenta
HEX | F1117E |
RGB | 241 17 126 |
Morning blue 50
HEX | 80D0FF |
RGB | 128 208 255 |
Night sky (special)
HEX | 090089 |
RGB | 9 0 137 |
Font
Font
Graphic elements and icon
Графические элементы и иконка
Core concept = 3D + 2D graphics
Graphic elements combine two types of graphics: white 3D elements (material — plastic) and colored vector graphics in the palette colors. When combining the two graphic styles, use the standard 85% to 15% ratio.
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Graphic 3D elements
General requirements for 3D elements: white color, material — plastic, with the light-and-shadow pattern preserved. This effect can be achieved in color images using black-and-white adjustment masks set to “maximum white”, reduced saturation, and exposure settings.
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App icon
Used to display the service in the app. Do not change the position or size of the brand mark inside the icon.
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Illustrations
2D illustrations in the brand palette and a specially developed minimalist vector style are also used as graphic elements.
Illustrations
2D illustrations in the brand palette and a specially developed minimalist vector style are also used as graphic elements.
When creating and editing illustrations, follow several rules:
- Use clean outlines and flat fills in solid colors. Do not use gradients. Strokes must be consistent throughout the layout and proportionate to the composition.
- Outlines are always in one color only — Night sky.
- Adhere to a clean aesthetic by using minimalist facial features without secondary detailing or shadows.
- Female characters and young children may have simple oval blush marks in Ozon magenta.
- All characters have slightly elongated angular limbs. Hands have fingers, but no finer detailing. Ears are indicated schematically.
- For hair, use Night sky predominantly. Ozon magenta hair is also acceptable; for elderly characters, use shades of gray.
- Waist-up character portraits may be created using masks.
Promo materials: examples
Promo materials: examples
General recommendations:
- We speak about the people we help in a respectful, optimistic tone. Follow the editorial policy for guidance.
- Prioritize whitespace and a sense of "air" in every layout.
- Combine 2D and 3D graphics in an 85% to 15% ratio.
- Banners may use photographic materials; in this case, combine photos with 3D/small 2D elements.
- We do not use triggering photos in our communications.
When designing banners, follow basic typography rules:
- Avoid widows and orphans (dangling words) at the end of lines.
- Use guillemets (« ») for Russian copy.
- Use an em dash, not a hyphen.
