Bonprix Logo PNG
The Bonprix logo represents simplicity and expressiveness, conveying ideas of accessibility and style. It emphasizes the brand’s desire to combine convenience and current fashion, adding brightness to everyday wardrobes. It also evokes a sense of uniqueness and care for every aspect of the look.
Bonprix was founded in Hamburg in 1986 by Hans-Joachim Müntele, Michael Neumann, and Josef Teeken. The name came from the French phrase “bon prix,” meaning “good price,” and reflected the company’s focus on affordable fashion. At the time, West Germany already had strong catalog retailers such as Quelle and Neckermann. Still, Bonprix chose a narrower position: clothing at accessible prices rather than a broad mail-order department store model.
From the start, Bonprix operated within Otto Group, the Hamburg-based mail-order company founded by Werner Otto in 1949. This gave the young brand access to logistics, warehouses, financing, and order-processing systems. The first catalog offered a limited selection of women’s clothing. Still, the range soon expanded with men’s items, children’s clothing, and additional size lines as demand grew.
International expansion began with Austria, a nearby German-speaking market, before moving into France, the Netherlands, Italy, Belgium, and Switzerland. Bonprix adapted catalogs, pricing, and product selections for each country. In the 1990s, the company entered online sales, using the same remote-shopping logic but replacing paper order forms with faster digital ordering.
In the 2000s, Bonprix moved into Eastern Europe, including Russia and Poland, and later reached the UK, Brazil, and parts of Asia. Its catalog grew beyond clothing to home textiles, accessories, and household goods. Over time, Bonprix shifted from a catalog seller to a multi-channel retailer built around printed catalogs, its website, and a mobile app, with annual revenue that later exceeded one billion euros.
Meaning and History
What is Bonprix?
Bonprix is a global leader in online fashion. It offers affordable and stylish clothing for all sizes and body types, promoting inclusivity and easy global access to the latest fashion trends. Through the online platform, shoppers worldwide can easily purchase the latest fashion trends from the comfort of their homes.
2000s – 2019
The Bonprix logo, introduced in the 2000s, is compact and expressive. The design is based on a two-line arrangement of the brand name: “bon” on the top line and “prix” on the bottom.
The letters are lowercase and tightly spaced, forming a cohesive composition. The red adds energy and impact, emphasizing its connection to the fashion industry and its emotional appeal.
The primary font is rounded, smooth, sans-serif, and free of sharp angles. It appears visually soft and friendly. The letters “n” and “x” seem to flow into each other, creating a dynamic rhythm. The dot on the letter “i,” positioned at the center, is highlighted using negative space, cutting into parts of the surrounding letters.
These breaks in the letters are a stylistic choice and a way to make the logo more memorable. The brand’s visual style, reflected in this logo, highlights modernity, convenience, and the accessibility of the fashion the company offers.
2019 – 2023
The Bonprix logo was updated in 2019, retaining its key elements while adopting a more modern and refined look. The main changes affected the letters’ shape, arrangement, and details, making the brand’s visual identity even more harmonious.
One of the most significant updates is that both logo lines have the same width. Although “bon” has three letters and “prix” has four, designers adjusted them to appear visually equal. This eliminated any sense of imbalance and made the composition more cohesive.
Previously, the font was completely rounded, but subtle angles have been introduced in some areas. These do not make the text aggressive; instead, they add structure and clarity. The distinctive white dot inside the letter “i,” which overlaps with other letters, has been preserved. This feature maintains the brand’s signature style and reinforces its individuality.
The updated font resembles Roihu Black or Diodrum Bold but has been customized to fit the unique Bonprix style. The final design appears modern, dynamic, and highly legible.
2023 – today
The new Bonprix logo evokes a sense of lightness and accessibility. The black font emphasizes the brand’s versatility and understated style. Behind its apparent simplicity lies a balanced harmony of forms, which inspires trust and creates a sense of connection.
The letters in the logo are designed with soft, smooth lines and no sharp angles. The rounded edges add visual softness and friendliness, highlighting the brand’s focus on comfort and convenience. The lowercase letters enhance the sense of lightness, while the bold, sans-serif font provides stability.
The name translates from French as “good price,” directly conveying the company’s core idea of offering fashionable clothing at affordable prices. The absence of unnecessary elements and the simplicity of the forms highlight the brand’s honesty and customer-oriented approach.
The smooth letter shapes create a dynamic impression, reflecting the convenience of the online store and its wide product range. The design is entirely text-based, emphasizing its practicality and functionality.
Font and Colors
The updated brand palette is built around black tones, conveying a refined and on-trend aesthetic. This approach aligns with the company’s focus on high-end fashion and product quality. The shift toward this palette broadens the brand’s audience.
The company originally relied on a vibrant red to express its commitment to stylish and affordable clothing. Black tones now reflect a more restrained and sophisticated perspective.
The logo typography features a bold, sans-serif style that communicates relevance and modernity. The original typeface, introduced in the early 2000s, shared visual traits with Legothic URW Bold. In 2019, the logo was refined, taking on a style closer to Roihu Black or Diodrum Bold by Indian Type Foundry. The most significant change occurred in 2023, when the typeface adopted features similar to Lawabo Regular, with diagonally trimmed, smoothly rounded stroke ends, giving the design an elegant appearance.