The ASOS logo is simple yet expressive and emphasizes the image of a large retailer with a wide range of products. The minimalistic design symbolizes the simplicity and usability of the service, making shopping easy and enjoyable.

ASOS: Brand overview

ASOS is a British online retailer targeting young people and offering its 850 other brands. The company has online platforms in the US, France, Germany, Italy, Spain, Australia, Russia, and China and employs 3,000 staff in warehouses and offices.

Over the years, ASOS has become a major player in the fashion market, offering its customers clothing from famous brands and unique collaborations with designers and fashion houses. This has allowed the store to create exclusive offers and strengthen its reputation as a fashion center for young people looking for the most fashionable and stylish things.

ASOS has become a platform where young people can find inspiration for their style and effectively utilize the connection between fashion and culture, making the brand relevant and appealing to its target audience.

Meaning and History

ASOS Logo History

The logo is based on the store’s original concept of selling products made popular by showing them on TV models and actors. This idea has been reflected in different variations of the emblem throughout its evolution. The main characteristic of logos is their compactness, which is important when placed on web pages. Eventually, the logo was reduced to minimalism, leaving only four characters.

What is ASOS?

ASOS is a London-based online clothing and cosmetics retailer with revenues of around €4 million, operating in the Americas, Europe, Asia, and Australia. The company’s main warehouse is located in Barnsley, and its headquarters are in Middlesex.

As part of its marketing campaigns, ASOS actively cooperates with various influencers and celebrities, attracting the attention of young people and offering them fashionable novelties reflecting the latest trends. In addition, ASOS offers its customers free delivery and returns, which simplifies the shopping process and creates additional convenience for customers.

2000 – 2003

ASOS Logo 2000

The first logo visually reflected the motto of the company. The logo featured an eye with the advertising phrase coming out of it: As Seen On Screen. Inside the pupil is a reel of film, and the words of the subsequent inscription are connected to each other, representing an unfolding movie.

For clarity, the words As and On are in blue, while Seen and Screen are in black. Below is an additional inscription: “buy what you see in the movies or on TV.” With this composition, the owners wanted to emphasize that the store presents fashionable and up-to-date clothes similar to those worn in popular movies and TV shows. This approach was based on the desire of young people to imitate their idols.

This phrase also became the name of the site, which is reflected in the logo by adding “.com.”

2003 – 2007

ASOS Logo 2003

2007 – today


Subsequently, the name As Seen On Screen was shortened to an acronym (2003), which formed the basis of the updated logo. It still conveys the original message of stylish and fashionable clothing.

The letters in the inscription, compared to previous logos, have become denser and larger. This reflects the company’s growth and expansion of its product line (the update was due to the addition of menswear).

The reduction to four letters without further explanation is a testament to the popularity of the platform. Now, ASOS is not just a website name but has become a widely recognized clothing brand that does not require deciphering.

The lack of a capital letter shifts the focus from the retailer to the many brands featured in the store.

Font and Colors

The logo is in black, which symbolizes global sales, the scale of the retailer, and the impressive turnover of goods (about 4 thousand new offers appear on the site every week). Black color harmoniously combines with clothes of any shade and brands represented on the platform, which is important for creating a balanced image of the online store.

The font of the logo is Marlin Sans Bold but with a denser arrangement of characters to make the lettering more compact. This reflects the variety of products available on one online platform.

ASOS color codes

BlackHex color:#010101
RGB:1 1 1
CMYK:0 0 0 100
Pantone:PMS Black 6 C