Amazon has unveiled a new brand identity, replacing its iconic smiling arrow logo.
Perhaps because of the harsh criticism they received when they recently changed their app icon design, this change was done quietly. The smiley arrow has been changed to a thicker and brighter orange. The wordmark has been replaced with a newly developed font called Amazon Ember Modern.
Amazon Ember Modern is a new sans-serif font developed by NaN Foundry in Berlin. The height and width of the letters are adjusted compared to the original Amazon Ember, giving it a more compact and modern feel. The font is also used on various digital platforms and advertisements of the company.
Amazon previously used the Amazon Ember font developed by London Dalton Maag. Amazon Ember Modern appears to be a remastered version of the original font, but differs significantly in letterforms, proportions, and stroke styles.
The new logo features a thicker, darker orange smiley arrow, and is the first major overhaul of both the wordmark and logo since the late 1990s. The previous wordmark was based on Franklin Gothic Condensed, while the new logo utilizes a custom font.
This rebranding is also reflected in Amazon Prime, Amazon’s streaming service. The Prime logo remains consistent with the main logo and has adopted new typography and a smiley arrow.
Amazon’s rebranding has yet to be rolled out to all platforms, and given the variety of products and sub-brands, a full rebranding could take some time.
