Amazon has refreshed its branding for the first time in over 20 years, unifying its diverse family of over 50 sub-brands, including pharmacy and groceries, under a single brand system. The updates feature two bespoke fonts, Amazon Logo Sans and Ember Modern, designed to convey flexibility and coherence across multiple contexts. Koto Studio emphasized that the visual fragmentation of Amazon's branding necessitated this overhaul, creating a more structured and recognizable brand identity.
For the first time in more than 20 years, Amazon's logo got a touch-up. The small but subtle changes are part of a company-wide brand system refinement, bringing together over 50 Amazon sub-brands under a single brand umbrella.
The biggest challenge was the sheer scale. Amazon's brand had become visually fragmented. Every product or service seemed to have its own logo, creating a sea of arrows with no clear system.
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