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New Logo for Zulily done In-house



Noted Mar. 8, 2019 by Armin

Industry / Retailers Tags /


(Est. 2010) “Zulily is a retailer obsessed with bringing its customers special finds every day—all at incredible prices. Zulily features an always-fresh curated collection for the whole family, including clothing, home decor, toys, gifts and more. Unique products from up-and-coming brands are featured alongside favorites from top brands, giving customers something new to discover each morning. Zulily was launched in 2010 and is headquartered in Seattle with offices in Nevada, Ohio and Pennsylvania.”

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Zulily press release

Relevant quote
In a historic first since Zulily launched in 2010, the brand reveals a refreshed logo and colors bringing to life its customer promise.

The new look and feel centers around two main changes. First, Zulily's in-house design team created a new logo that reflects the company's refreshed brand identity. The new logo is optimized for mobile shopping, a core part of the Zulily experience, as 72 percent of all Zulily orders are placed from mobile devices.

“Zulily’s brand personality has evolved: We want to set a tone and tenor where we are playful, energized, confident – and most of all, inclusive. We have an incredible opportunity in our next phase as a brand to really bring to life Zulily’s core specialty: The thrill of the find, where our customers shop a new store every day that leads to Zulily becoming a part of their daily habit.”

The second update is Zulily’s carefully vetted color palette, focused on two main colors: Discovery Purple, the main brand color, followed by the deeper Empowered Plum for use in support. The purple hues will be accented with Smart White, Rich Black and Daybreak Blue for a thoroughly modern approach that pops on digital channels. Purple, which is in the brand’s founding identity, has been made more vibrant in the redesign with its two main colors, in a nod to the company’s complex business model, expressing innovation, originality, creativity and visionary thinking. Accent colors add fun, intrigue, balance and sophistication.

Zulily press release

Images (opinion after)
New Logo for Zulily done In-house
New Logo for Zulily done In-house
New Logo for Zulily done In-house
Seattle Sounders FC and Seattle Reign FC jersey sponsorship.

I had not heard of Zulily before I started receiving tips about it and given the relative large amount of tips I received, it seems I’m clearly not in the know. Not knowing about it, though, makes for a good exercise in trying to figure out what this is, based on the logo alone. The first time I saw the name and new logo was when the Seattle Sounders FC announced that Zulily would have jersey sponsorship rights. My first thought, and I mean no disrespect to either women or the designers behind this logo, was “Why is a feminine hygiene brand sponsoring men’s soccer?”. This was my gut reaction — blame it on preconceptions and graphic design stereotypes or blame it on the “lily” part of the name and delicate script lettering. Looking at the before and after logos, it’s somewhat clear that the target audience is women, so it has gotten that right then and now. The old one looked more serious and like it was trying to reach an older, more affluent demographic whereas the new one is more youthful and feels more accessible, which, after clicking through their site, makes more sense. The execution is okay… the “Z” could have probably been made bigger in part to be able to nestle the “u” more so that the “Z” didn’t look so detached but, overall, it’s an attractive script. As a logo, though, there is something off about it, it looks like lettering on a postcard, without the metaphorical weight necessary to be a logo. Or maybe I’m just overthinking it. That press release, tho… THAT is overthinking it.

Thanks to Brad McNally for the tip.

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