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Technology

Rosie Hilder

"Everything feels much more at home," Frontify’s director of brand on the success of Amazon’s subtle rebrand

Amazon Walmart Jaguar Koto

Koto's Amazon rebrand.

While some brands are still making a splash with big rebrands, there seems to be a quieter trend building – a trend that eschews giant, showy rebrands for smaller, subtler tweaks to an identity.

This week we've seen the likes of Adobe evolve its brand incrementally, and recently it was Amazon that caused a stir by tweaking its brand in a way that many people wouldn't even notice.

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