Shein
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Shein logos
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Shein brand color
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History
2011–2012
Sheinside launch
The company launched under the name Sheinside, combining Broadway Engraved display lettering with ITC Avant Garde Gothic for the subsidiary text. Two distinct typefaces in the wordmark reflected a common early-2010s approach to fast-fashion branding.
2012–2013
Hebrew Rose addition
A third typeface, Hebrew Rose Pro, joined the wordmark alongside Broadway Engraved and Avant Garde Gothic, adding a decorative script element. The layering of three typefaces gave the mark a more ornate character compared to its predecessor.
2013–2015
Sheinside refined
The wordmark simplified to two typefaces, pairing Broadway Engraved with YD Gothic 500 530 and dropping the Hebrew Rose element. Seasonal variants appeared during this period, including a Christmas-themed iteration in 2014.
2015–2016
Shein rebrand
The company shortened its name from Sheinside to Shein, reducing the wordmark to three letters over a supporting serif. Broadway Engraved remained in use for the primary name while Times New Roman provided a contrasting subsidiary element.
2016–2017
Modified letterforms
Both typefaces were modified rather than replaced: Broadway Engraved was adjusted in the primary letters and Kaneda Gothic Medium Italic received custom alterations for the secondary text. The changes tightened the mark without a full redesign.
2017–present · current
Custom wordmark
Shein introduced a fully custom wordmark, moving away from off-the-shelf typefaces for the first time. The uniform stroke weight and tightly spaced letterforms distinguish this mark from the earlier Broadway Engraved iterations.
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