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 Mark
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