The world's largest e-commerce platform, Amazon, has significantly updated its corporate logo for the first time in the last 20 years. This was reported by the design portal Dezeen.
The Koto design studio, operating internationally, collaborated with Amazon's internal team to develop the company's new visual style. The main goal of the rebranding process was to strengthen Amazon's global position and ensure consistency among its more than 50 sub-brands.
One of the most important and notable changes was the more prominent appearance of the well-known "smile." In the previous design, the focus was more on the arrow (i.e., the connection between the letters from "A" to "Z"). Now, the visual emphasis is placed on the "smile," which symbolizes sharing joy and ease with customers. According to the designers, this approach reflects the company's mission to benefit customers and simplify their lives.
Additionally, as part of the new visual strategy, a new corporate font – Amazon Logo Sans – has been introduced. This font is used to ensure visual consistency among many sub-brands such as Amazon Smile, Amazon Cash, Amazon Echo, and Amazon Jobs. The Ember font, previously used for Kindle products, has also been updated for a modern look.
Along with the typographic changes, the company announced that the colors in its brand style have also been updated. The new color palette has a brighter and more modern appearance, and the icon system has been standardized. These changes particularly highlight sub-brands such as Amazon Prime, Amazon Grocery, virtual assistant Alexa, and Amazon One Medical.
Company representatives stated that the rebranding reflects Amazon's future development plans while maintaining a recognizable visual identity among consumers. This update is being implemented ahead of the new services and innovative products that the company is expected to present soon.
The Zamin.uz editorial team will closely monitor how this significant change by Amazon may impact its future plans and will keep its readers informed about developments in this regard.
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