The Otto Group is the family-owned retail and services group that OTTO belongs to. It has its own brand: the lowercase „otto group" wordmark, the Optimist typeface, a warmer red and a palette of sand, aubergine and pastel tones. It has no component library and no public design system: its look lives in the corporate website, the annual report and the presentation master.
OTTO and Otto Group at a glance
| OTTO | Otto Group | |
|---|---|---|
| What it is | the online shop and marketplace otto.de and the OTTO app | the holding group of OTTO, Bonprix, Crate and Barrel, Hermes, Eos and more |
| Logo | OTTO wordmark, bold italic capitals | „otto group" lowercase wordmark and the „g" Superzeichen |
| Red | OTTO red #EB001F, at most 30 % of an area |
Otto Group red #F00020 for the wordmark, rules and key figures |
| Typeface | OTTO Sans, OTTO Sans KO Black for display | Optimist (Newglyph), Light, Regular and SemiBold |
| Grounds | white and grey, red for one strong moment | white and sand #F5F0E1 alternating, aubergine #4B3666 for openers |
| Accents | none besides red; status colours only for states | yellow #FFF59B, lilac #E7DAF9, deep green #00483C, salmon #FFD2C8 |
| Pictures | real products and rooms, red material, the letter sculpture | layered, almost stock-like photographs seen through shapes and leaves |
| Voice | „du", short and warm, the customer is the subject | „die Otto Group" in the third person, „wir" for values; formal and factual |
| System | the OTTO Design System: components, tokens, rules | a presentation master and the website; no component library |
When to use which
If a customer can buy something, it is OTTO. If it is about ownership, finance, strategy, the portfolio or the group as a whole, it is the Otto Group. The two wordmarks never appear side by side as equal senders.
Compare OTTO and the Otto Group
In this section
- Brand basicsWordmark, Superzeichen, red, sand and the pastel accents, Optimist and the footer rule.
- LogosThe Otto Group wordmark, the „g" Superzeichen and the logos of the group companies.
- PhotographyProfessional, almost stock-like photographs made artistic by layers: shapes, shoulders, leaves.
- VoiceHow the Otto Group writes: third person in reports, „wir" for values, formal and factual.
Key figures 2025/26
| Figure | Otto Group | of which OTTO |
|---|---|---|
| Revenue | EUR 13.8 bn | around EUR 4.8 bn (GMV around EUR 7.5 bn) |
| EBIT | EUR 641 m | |
| Employees | 34,831 | around 4,900 |
| Active customers | around 42 million | 12.6 million |
Source: Otto Group Annual Report 2025/26, pages 2, 15, 81 and 117; otto.de/unternehmen as of 28 September 2026 (annual reports and PDFs).