The ASOS logo is simple yet expressive, highlighting the image of a large retailer with a wide selection of products. The minimalist design symbolizes the ease and convenience of using the service, making shopping a breeze and an enjoyable experience.

ASOS: Brand overview

Founded: 3 June 2000
Founder: Nick Robertson, Andrew Regan, Quentin Griffiths, Deborah Thorpe
London, England, UK

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

Over the years, ASOS has become one of the main players in the fashion market, offering its customers clothing from well-known 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 destination for young people looking for the latest and most stylish outfits.

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 – selling products that have become popular due to their demonstration on TV models and actors. This idea was reflected in different variations of the emblem throughout its evolution. The main characteristic of logos is their compactness, which is important when placing them on web pages. Ultimately, the logo was reduced to minimalism, leaving only four characters.

What is ASOS?

ASOS is a London-based online clothing and cosmetics store with revenues of around 4 million euros, operating in markets across North and South America, Europe, Asia, and Australia. The main warehouse is located in Barnsley, while the headquarters is in Middlesex.

ASOS actively collaborates with various influencers and celebrities as part of its marketing campaigns, attracting the attention of young people and providing them with fashionable novelties reflecting the latest trends. In addition, ASOS offers its customers free shipping and returns, simplifying the purchasing process and creating added convenience for shoppers.

2000 – 2003

ASOS Logo 2000

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

For clarity, the words As and On are colored blue, while Seen and Screen are in black. Below is an additional inscription: “buy what you see in movies or on TV.” With this composition, the owners wanted to emphasize that the store offers fashionable and relevant clothing, similar to what is worn in popular movies and TV shows. This approach was based on young people’s desire to emulate their idols.

The phrase was also the name of the website, 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 abbreviation (2003), which became the basis for the updated emblem. It still conveys the original message about stylish and fashionable clothing.

The letters in the inscription, compared to previous logos, have become denser and larger. This reflects the growth of the company and the expansion of its product range (the update was associated with the addition of men’s clothing).

The reduction to four letters without additional explanations indicates the platform’s popularity. Now, ASOS is not just the name of the website but also a clothing brand that has become widely recognizable and does not require decryption.

The absence of a capital letter shifts the emphasis from the retailer to the multitude of brands represented in the store.

Font and Colors

The logo is designed in black, which symbolizes global sales, the scale of the retailer, and an impressive product turnover (approximately 4,000 new offers are added to the website weekly). The black color harmoniously complements clothing of any shade and the brands represented on the platform, which is important for creating a balanced online store image.

The logo’s font is Marlin Sans Bold, but with a tighter arrangement of characters to make the inscription more compact. This reflects the variety of products available on a single online platform.

ASOS color codes

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