ASOS Logo

A black, lowercase wordmark reading "asos" in a heavy, rounded geometric sans‑serif. The letterforms are wide and closely spaced, with smooth curves and consistent stroke weight giving a bold but friendly appearance. Beneath the main wordma...

Logo

Black lowercase 'asos' wordmark with small 'discover fashion online' tagline beneath.
ASOS logo

About ASOS

A black, lowercase wordmark reading "asos" in a heavy, rounded geometric sans‑serif. The letterforms are wide and closely spaced, with smooth curves and consistent stroke weight giving a bold but friendly appearance.
Beneath the main wordmark is a much smaller, thin lowercase tagline that reads "discover fashion online." The overall look is monochrome, minimalist and typographic with no pictorial symbols.

Shapes: wordmark rounded lowercase letters horizontal tagline

Style: modern minimalist geometric monochrome lowercase typographic

Text in logo: asos discover fashion online

Bold, friendly, modern fashion retail identity conveyed through lowercase rounded letterforms and a clean typographic treatment.

Categories

Fashion
Fashion United Kingdom

http://www.asos.com

Colors

Extracted from the image. How we pick the colors →

Black
#000000 · primary
Very dark gray
#2B2B2B · secondary

ASOS Logo History

ASOS is a British online fashion retailer founded in 2000. The name originally stood for "As Seen On Screen" and was later shortened to ASOS; the company is known for fast‑fashion e-commerce and trend-led clothing.

Frequently asked

Is there an icon or symbol in the logo?

No — the logo is a typographic wordmark with a small tagline beneath.

What does the tagline say?

The tagline reads "discover fashion online."

What are the logo's colors?

Monochrome: primary black with a very dark gray used for the smaller tagline.

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