About JD.com (京东)
JD.com's visual identity is built on urgency and trust — the deep crimson #C81623 signals both Chinese festive energy and the confidence of a self-logistics retail giant. Dense product grids, bold price typography, and red-gold promotional overlays create the unmistakable rhythm of a 618 or Singles Day shopping festival.
The system pairs Source Han Sans for bilingual clarity with a 12-column dense layout that prioritizes information density over whitespace. Every surface serves commerce: carousel banners rotate promotions, product cards stack tight with crossed-out prices and sale tags, and the metallic-silver JOY dog mascot punctuates moments of brand delight.
- Origin
- Beijing, China
- Era
- 1998 founded; online since 2004; current visual ~2020–2024
- Key figures
- Liu Qiangdong (Richard Liu) · Xu Lei · JD Brand Team · JOY mascot designer
- Movements
- Chinese e-commerce wars · Self-owned-logistics retail · 618 Shopping Festival culture
JD.com (京东) design spec
Colors
Typography
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