Brand assets

Logos

Our logo is one of Shop's most recognizable elements—bold at scale, crisp in small spaces. The swoop in the "o" nods to shopping lists, striking a balance of play and polish.

Usage guidelines:

• Use the purple logo whenever possible
• Only use purple, white, or black—no other colors
• Never tilt, stretch, or warp the logo
• Don't create custom co-branded lockups

WhitePurple

Primary logo

Purple or White wordmark for all contexts

SVG

PNG

Box logo

Contained logo for branded contexts

SVG

PNG

WhitePurple

Shop "Swoop"

The swoop in the "o" nods to shopping lists

SVG

PNG

Icon

Standalone icon for favicons and apps

SVG

PNG

Logos in motion

The Shop logo is made to move. It works across contexts—from marketing to in-app splash screens.

Colors

Our primary palette is the foundation of our brand colors and serves as the first impression across all touch points.

Custom colors for print

Typography

The primary sans-serif font family used in the Shop app and in our marketing materials is GT Standard.

A highly flexible typeface family, GT Standard is used in a utilitarian manner for all app components, headline instances in the app, and for all marketing materials.

Usage guidelines

The Shop logo went through a much needed refresh in 2023, but versions of the old logo still surface.

Please use these visual aids to ensure you're using the most recent and correct logo.

✕ DO NOT USE old logos

✓ DO USE correct logo