AliExpress is a massive online shopping platform owned by the Chinese corporation Alibaba. It was opened in 2010 and meant to be a place where people from all over could buy Chinese goods of all sorts. These are then shipped to buyers in the short span. The diversity and speed are what caused the platform’s popularity.
The original logo displayed the name of the platform, written in orange (for ‘Ali’) and deep red (for the rest) colors. The font for both was a rather basic, bold sans-serif. Moreover, instead of the letter E they decided to use a red outline of a shopping cart, pointing to their main purpose as a general marketplace.
In 2015, the design was changed to simply the platform’s name. The colors stayed, although the brightness aspect was toned down a bit. The font also changed – to a more fluid, slimmer sans-serif with few angles across the letters. The shopping cart part vanished, supplanted by the usual letter E (in uppercase).
The dot over the letter I was replaced with a little star, for décor.
As an app icon, and for other reasons, the service uses a secondary emblem. It’s a plain orange square with a little yellow extension looking out from its top. In the square’s center, they put a little white curve, which is supposed to be both a smile and a handle. Obviously, the composition is supposed to be a shopping bag.