Amazon has undergone a major aesthetic overhaul, combining over 50 sub-brands to form one unified brand identity. Spanning 15 global markets, Amazon's new branding is a concise and considered update that demonstrates how stripping back to the basics creates a reinvigorated sense of authority (while still maintaining that signature smile).
For a while, Amazon had suffered from success, scaling at a rapid rate but unable to keep a consistent brand ecosystem, leading to a fragmented identity. With a new refined logo design, colour palette, typography, and visuals, the brand's much-needed transformation is flexible enough to keep up with Amazon's evolution, built with a timelessness to carry it into the future.
