Amazon undertook a massive brand refresh project spanning 15 global markets and over 50 sub-brands over the course of 18 months. In the midst of rapid expansion, Amazon’s brand system had become fragmented and inconsistent across teams and regions. To address this, the company worked with design studio Koto to create a new brand system. The key to this refresh was to modernize Amazon’s iconic assets.
The logo has been redesigned for the first time in 20 years. Instead of the arrows connecting A to Z from the old logo, we are focusing more on the 'smile' that brings joy to customers. This is to provide a warm experience at every touchpoint, whether customers use the Amazon app, watch Prime Video, use Amazon Music, or use Amazon Pharmacy services.
The typography system has also been completely revamped. Because the existing typeface, Ember, had limitations as it was designed for the Kindle, we developed a new global typeface, 'Ember Modern,' and a dedicated logo typeface, 'Amazon Logo Sans.' These typefaces support 364 languages and are designed to encompass both intense moments like advertisements and quiet moments like digital screens.
The color scheme has also been unified. The various existing shades of orange have been integrated into a single color to define 'Smile Orange,' and a more vivid, digital-friendly blue has been applied to the Prime brand. All sub-brands now feature bolder and more vibrant colors, reflecting Amazon's energy and modernity.
We’ve also reorganized our icon system, unifying styles used across different teams, products, and regions into a single, unified visual language. Icons have been optimized to perform consistently across different sizes and touchpoints.
Amazon managed its various sub-brands by dividing them into groups called 'cohorts' based on their characteristics. The entertainment cohort was portrayed as bold and vibrant, healthcare as trustworthy, devices as sophisticated and modern, and groceries as fresh and delicious. Through this approach, each brand was able to maintain its unique personality while acquiring an integrated image within the larger framework of Amazon.
The brand Amazon itself has also been redesigned to look more confident. A new headline style, intuitive UI, and bold product photos have re-imagined Amazon’s presence for customers. House brands such as Amazon Essentials, Amazon Basics, Amazon Kids, and Amazon Auto have also been integrated into the new system.
The Prime brand, as the first gateway to the Amazon ecosystem, was reimagined with a more festive and vibrant image. The grocery brand emphasized freshness and visuals that stimulate the appetite, while Alexa and devices were designed with a sophisticated image that reflected advanced technology. The healthcare sector was designed with trust and transparency as its core values.
