Brand Guidelines
magician
Shein
Transform Your Style, Own Your Choice
E-commerce / Social Commerce / Fast Fashion
We believe fashion should be free—free to express who you are, free from hidden costs to people and planet. At Shein, we're using radical transparency and AI-powered innovation to prove that accessible style and accountability aren't opposites—they're the future. Every choice you make with us is a choice you can own.
Industry
Typography
Values
Colors
Audience
Logo Type
Contents
01
Logo guidelines and variations
combination
02
Color palette and usage guidelines
03
Font system and hierarchy
Poppins + DM Sans
04
Patterns, icons, and imagery
3 Patterns
05
Real-world mockups and examples
8 Mockups
06
Purpose, values, and brand personality
magician • hero
07
Brand voice and tone
Radically transparent • Trend-fluent
08
Core messaging and pillars
5 Message Pillars
09
Strategic foundation and market positioning
E-commerce / Social Commerce / Fast Fashion
10
Download brand assets
Logos, colors, fonts