Brands tell stories ... Amazon may be the most famous logo with a smile on it. • Dannon/Danone gave its health-focused foods a logo boost to help people smile. • Kraft Mac & Cheese took ...

Like Amazon's smile, this one is also subtle, which I like, because it might feel over the top to have a grinning logo represent a mental health charity. NABS' new brand puts it front and centre ...

"We built a new brand system that elevates Amazon's most iconic assets: a warmer smile, a modernized logo, a flexible new typeface, a unified color palette, and a global architecture designed to ...