{"id":41732,"date":"2025-04-29T08:27:50","date_gmt":"2025-04-28T23:27:50","guid":{"rendered":"https:\/\/designcompass.org\/?p=41732"},"modified":"2025-04-29T08:30:43","modified_gmt":"2025-04-28T23:30:43","slug":"amazon-rebrand","status":"publish","type":"post","link":"https:\/\/designcompass.org\/en\/2025\/04\/29\/amazon-rebrand\/","title":{"rendered":"Amazon Rebranding: A Design Language for a Giant Empire"},"content":{"rendered":"

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\u2019s 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\u2019s iconic assets.<\/p>\n\n\n\n

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(C)Amazon<\/figcaption><\/figure>\n\n\n\n
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(C)Amazon<\/figcaption><\/figure>\n\n\n\n

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.<\/p>\n\n\n\n

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(C)Amazon<\/figcaption><\/figure>\n\n\n\n

The typography system has also been completely overhauled. The existing font, Ember, had limitations because it was designed for Kindle, so we developed a new global font, 'Ember Modern', and a logo-only font, 'Amazon Logo Sans'. These fonts support 364 languages and are designed to encompass both intense moments like advertising and quiet moments like digital screens.<\/p>\n\n\n\n

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(C)Amazon<\/figcaption><\/figure>\n\n\n\n

The color scheme has also been unified. The previously diverse orange color scheme has been unified into a new \u201cSmile Orange,\u201d and a more vivid and digitally friendly blue has been applied to the Prime brand. All sub-brands have been given bolder and more vibrant colors to reflect Amazon\u2019s energy and modernity.<\/p>\n\n\n\n

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(C)Amazon<\/figcaption><\/figure>\n\n\n\n

We\u2019ve 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.<\/p>\n\n\n\n

Amazon divided its various sub-brands into groups called \u201ccohorts\u201d based on their characteristics. The Entertainment Cohort was bold and lively, the Healthcare Cohort was trustworthy, the Devices Cohort was stylish and modern, and the Grocery Cohort was fresh and delicious. This allowed each brand to maintain its own unique characteristics while also creating an integrated image within the larger framework of Amazon.<\/p>\n\n\n\n

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\u2019s presence for customers. House brands such as Amazon Essentials, Amazon Basics, Amazon Kids, and Amazon Auto have also been integrated into the new system.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

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Amazon Prime(C)Amazon<\/figcaption><\/figure>\n\n\n\n
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Amazon Fresh(C)Amazon<\/figcaption><\/figure>\n\n\n\n
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Amazon Alexa(C)Amazon<\/figcaption><\/figure>\n\n\n\n
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Amazon One Health(C)Amazon<\/figcaption><\/figure>\n\n\n\n
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More and Sources<\/h2>\n\n\n\n