Mytheresa is an industry leader in the world of online luxury fashion and retail. For over 30 years the successful Mytheresa store cemented its status in Munich as a pillar of style and taste, and in 2006 it widened its customer base globally by launching an e-commerce extension. Today, over 500 employees work together to create an unforgettable online shopping experience. 

Designed by Pentagram, the retailer's new identity brings simplicity and clarity. It is optimised for use in digital contexts, an increasingly important part of Mytheresa's business.

The concept is based on the belief that buying and wearing fashion is an expression of personality, rooted in individual taste and personal desire. Bringing this to life, the new logotype emphasises the first two letters of the retailer's name – ‘MY’ – achieved by defining the letterforms using their shadows, which gives a sense of three-dimensionality. The shadows have the same line width as the other letters in the logotype, meaning that all of the letters look the same at first glance.

The new brand symbol was used for the Mytheresa boutique in Munich and applied to their online presence, packaging and across all media.