OTTO runs a public brand portal, the OTTO Brand Hub, linked from the logo page of the OTTO Design System. Its rules on logo, colour and typography are binding for all brand communication. Content and rights belong to OTTO.
Pages
| Group | Page | Page text |
|---|---|---|
| Brand Basics | Logo | Logo |
| Brand Basics | Farben | Farben |
| Brand Basics | Typografie | Typografie |
| Downloads | Logos | Logos |
| Guidelines | OTTO Advertising Guidelines | technical specifications for ad formats only, not included |
| Support | FAQ, Impressum | not included |
The page texts are kept as evidence, as of 28 September 2026. The swatches of the extended palette are images on the portal and are not part of the text.
The key rules
- Logo: „Das OTTO-Logo wird nie in anderen Farben als OTTO-Rot und Weiß verwendet. Ein schwarzes Logo wird nie verwendet, don't even ask!" · „Das rote Logo darf nur auf hellen Farben platziert werden. [...] Das weiße Logo nur auf OTTO Rot." · „Das Logo wird am Satzspiegel ausgerichtet." Never cropped, distorted or placed inside a headline or running text.
- OTTO-Rot: HEX #EB001F, RGB 235/0/31, CMYK 0/100/95/0, RAL 3028, Pantone 185 C, NCS S1080-Y90R; „Der 2022 für App-Darstellung optimierte Rotton". „Mehr als 30% Rot-Anteil sollte in der Gestaltung nicht eingesetzt werden, um nicht ungewollt zu verkäuferisch zu wirken"; employer branding is the exception.
- Sustainable Green 110 #7EA87B: only for sustainable products and content, never combined with red areas.
- Service-Blau 140 to 80: #213D4F, #305873, #3F7498, #538FB7, #76A6C6, #C1DAEB, for OTTO services.
- Modular palette: eight steps per colour (dark 130–140, accents 90–130, light 70–80), beige with five steps. Campaign example 1: White, OTTO Red #EB001F, Purple 70 #F4EEFF, 80 #E5D5FE, 100 #B198DB, 140 #522EB7, Warm Red 70 #FFE2E2, 90 #FF9196, 110 #DE3E64, Green 70 #E7FFB5, 90 #C5EF6C. Example 2 is in the Farben page text.
- Typefaces: OTTO Sans, the house face by Okay Type, and OTTO Play by Character Type, for campaign headlines only and applied automatically through OpenType glyph mixing. Headlines in OTTO Sans KO Black (Italic) or combined with OTTO Sans Regular; never all caps, except short tags like „NEU"; headlines only in OTTO red on light or white on dark; body text dark grey on light, white on dark; red text at least 18 pt Regular or 14 pt Black; OTTO Play at least 19 pt on the web and 32 pt in print; „OTTO" itself never in OTTO Play.
Logo packages
- The app icon package is shared publicly without terms and is included with the OTTO logos.
- The downloads „OTTO-Logo mit/ohne Schutzraum" sit behind a usage agreement („Nutzung – OTTO-Logo-Download", a partner licence for use as a reference) and are not included. The OTTO Design System's own logo files cover the same wordmark.