A new pair of custom fonts finally tie Amazon products and services together, as part of a global refresh by the design agency Koto.

Design agency Koto has collaborated with online retailer Amazon's design team Amazon XCM in a rebrand of the company's distinct smile logo, while simplifying the identity of over 50 Amazon sub-brands.

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For the first time in 20 years, Amazon has updated its logo, initially designed by Turner Duckworth. Koto shifted the focus from the arrow to the smile, which it has made “deeper and more empathetic” ...

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The smile refers to the logo icon, which is now less arrow-like and more smiley, forming part of Amazon’s recognisable logo lock-up, which was conceived by design agency Turner Duckworth back in ...

An Amazon logo on the company's building in Schoenefeld near Berlin, Germany, March 18, 2022. (AP Photo/Michael Sohn, File) SEATTLE (CN) — Online shopping behemoth Amazon will have to face antitrust ...

The rebrand aims to elevate Amazon’s most iconic assets, starting with the first update to its logo in over 20 years. The refresh places greater emphasis not on the A-Z arrow but on the smile metaphor ...