Amazon is updating its logo for the first time in 20 years

Amazon has unveiled an updated brand identity, marking the first change to its logo in 20 years. The rebranding, developed in collaboration with design agency Koto and Amazon's internal XCM team, aims to unify more than 50 of the company's sub-brands and enhance visual coherence.

The centerpiece of the update is a modernized logo featuring a more expressive smile, symbolizing Amazon's commitment to improving customers' lives. The updated Ember Modern typeface is designed for global use, supporting 364 languages, while the new color palette and iconography give the brand identity a more contemporary and dynamic feel.

The goal of the update was to simplify visual navigation across the Amazon ecosystem and create a unified identity for all business segments—from e-commerce and entertainment to healthcare and technology.

The project took 18 months, and Amazon plans to gradually roll out the new system across all touchpoints—from web interfaces to packaging and advertising materials.

Source: koto