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Amazon has a new logo (but you probably didn’t notice)
Created by branding agency Koto, Amazon's new global brand identity is shaped by its revitalised logo – the first new design ...
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The Amazon logo: a history – how the retail giant got its smile
In the cutthroat world of retail, one curved line has changed everything. Amazon's logo, now as ubiquitous as the cardboard boxes piling up on doorsteps worldwide, tells a story of ambition ...
From ‘fractured’ to ‘navigable,’ new Amazon identity looks to balance personality and clarity
With a bit of insight from Koto founder James Greenfield, we take a look at the task the agency faced in taking a $1.97tn ...
Amazon overhauls a whopping 50 logos in global brand refresh
A new pair of custom fonts finally tie Amazon products and services together, as part of a global refresh by the design agency Koto.