Daraz Logo PNG
User attention is the main focus of the commercial portal, so the prominent Daraz logo is used there. The key emphasis is on color; it is orange and bright enough. The second logo design task is to communicate the nature of the company’s activities to potential customers. The open box signals this, inviting you to look inside and choose the right one.
Daraz began in Pakistan in 2012, when Rocket Internet launched the platform to test e-commerce in a market where online shopping was still unfamiliar. Its co-founders were Muneeb Maayr and Faris Shah. At the time, Pakistan had only 2.1 million broadband subscribers, 3G networks had not yet rolled out, and consumer trust in online payments was low.
The platform first focused on fashion, with limited delivery infrastructure and a narrow product range. In 2015, Daraz raised $55 million from Asia Internet Holdings and CDC Group, then shifted from a fashion store into a broader marketplace covering electronics, home goods, sports, and groceries. That same year, Daraz Group was formed to consolidate operations across Pakistan, Bangladesh, and Myanmar.
In July 2016, Daraz acquired Kaymu, another Rocket Internet marketplace, expanding into Nepal and Sri Lanka. That year, Daraz.pk ran Pakistan’s first major Black Friday campaign, generating 1 billion Pakistani rupees in sales from a single shopping event. In 2017, the event was renamed Big Friday, with orders rising to 3 billion rupees.
On May 8, 2018, Alibaba Group announced the acquisition of Daraz, following its earlier purchase of Lazada in Southeast Asia. At the time, Daraz served 30,000 sellers and 500 brands across markets, reaching about 460 million people. Under Alibaba, Daraz Express launched in September 2018, and revenue grew to 6.5 billion rupees by March 2021. In 2022, Daraz updated its visual identity, and in 2023, it cut 11% of staff amid tougher economic conditions in Pakistan.
Meaning and History
Pakistani entrepreneur Munib Maair borrowed money from Rocket Internet, a startup sponsor, to launch the portal. Initially, it was supposed to sell fashionable clothes. However, by 2015, the store had become a multifunctional platform for selling goods from various sellers, attracting sponsorships totaling 50 million euros from the English CDC Group and Daraz shareholders. This interested a larger competitor, and Alibaba Group acquired the company to expand trade with Asian countries.
The commercial resource’s logo was updated once after the company joined the Chinese group Alibaba.
What is Daraz?
Pakistani e-commerce and logistics site headquartered in Singapore, covering Pakistan, Nepal, Bangladesh, and Sri Lanka. Every month, 40 million buyers visit it and choose among 100 thousand sellers.
2012 – 2018
I created the first portal logo for a fashion store. It has a rectangular background with rounded corners. In its form, it resembles the “buy” or “order” button on online platforms. This choice perfectly conveyed the online store’s principle.
The button is stylized as a jewel case, ajar and upholstered in black velvet. On the black cover is a white inscription: “Daraz.” The case is slightly ajar; the lid is shifted left, and multi-colored gemstones are visible inside on the right. They appear as intersecting, multi-colored circles. Jewelry conveys the idea of fashionable, expensive goods. The different colors show a wide selection. Bright colors suggest stylish, eye-catching products. Overall, the logo creates a sense of elegance and style.
The lowercase letters of the title support the idea of the box. Daraz is just a room. Important design firms sell their products in the store. Without them, the platform is of no value. That is why the box is framed without frills. All attention is drawn to its content. Thin white letters are:
- A symbol of novelty.
- Regular updating of the assortment.
- New fashion collections for four seasons.
In 2015, the store’s direction changed. But the logo was not changed. It also became a platform for selling consumer products. Now, the gems represent various companies and goods. And the color mix embodied the essentials of every color and taste. As users scrolled through the site’s pages, they looked for their “jewelry” at the best price.
2018 – 2022
In 2018, the Chinese online trading group Alibaba added the platform to its “collection,” which includes the world-famous AliExpress and Taobao.
The new owners redesigned the logo. They removed the black background from the title. Perceptions of black people vary across countries. Therefore, they left only the name in the logo to avoid incorrect associations. However, the designers tried to maintain a slight similarity to the previous visual sign by making the first letter multicolored.
The updated design features intertwined red, orange, green, blue, and purple stripes, creating a play of hues. They represent the connections between different countries, roads, and logistical routes through which the platform delivers goods to users. The color scheme symbolizes versatility. You can buy everything from clothes and cosmetics to furniture and electronics on the portal.
The lack of a capital letter supports the idea of equality for all sellers on the platform. This gives everyone the same level of service and equal opportunity.
The modern logo’s main color is blue. It shows experience, calmness, and care for users. This is a neutral color, combined with a multi-colored “d”; it indicates a tolerant attitude and the union of different cultures and products on the platform. Shades of the first letter:
- Blue – the platform is designed to fulfill users’ dreams.
- Red – hot offers, discounts, competition.
- Orange – goods for the whole family, customer care.
- Green – novelties, constant growth.
- Purple – everything for everyday life, the right logistics.
The logo contains all the colors of the rainbow, indicating maximum diversity.
Letters in the form of a combination of circles and lines resemble several fonts at once: II Vorkurs Bold, Kolka Demi Bold, VVE Giallo Bold.
2022 – today
In 2022, the Daraz platform updated its identity to align with the emerging e-commerce market. The creative agency Design Studio, based in London and working with major international companies such as Deliveroo, Panasonic, and British Airways, helped lead the change. Before changing the face of the South Asian brand, experts conducted extensive research and consulted with users.
The current Daraz logo bears no resemblance to previous versions. After the transformation, it turned orange, although the brand had previously used the color only in limited quantities. The font has also changed: the brand name is now set in bold, stretched vertically. Moreover, the glyph “D” is translated to uppercase.
To the left of the wordmark is an icon that is shaped like a lowercase “d.” A white triangle serves as the intra-letter gap, the so-called play button. This symbol is offset in the upper-right corner. The arrow represents the Daraz Group’s continuous progress and the introduction of innovations. It is also associated with video content, suggesting that the commercial platform has begun selling goods through live broadcasts by recording streaming videos.
Font and Colors
The Design Studio agency designed the Daraz logo inscription. Specialists made the wordmark unique by using a bold, grotesque, non-standard form. All letters are compressed on the sides to match the proportions of the adjacent emblem, and their corners are rounded. This is not a standalone font, but a set of individual glyphs. The closest option to it is Neusa ExtraBold from The Northern Block.
The logo’s orange hue contrasts sharply with the previous Daraz palette, which was in use until 2022. These changes signal that the platform is deepening ties with its parent company, Alibaba Group, whose corporate color is also orange.