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

At only 18 years old, Amazon’s logo arguably has yet to reach iconic status. But its brand marque – the orange lower-case typeface underscored by a smile – is irrefutably ubiquitous.

a denser deployment of general logo essence, and a symbol that, like Amazon’s, is more emphatic overall. For what brand would not want its logo to be emphasized? And if a company’s goal is to ...

Millions of people are accustomed to looking for the Amazon Prime logo when shopping on the e-commerce site, to ensure that the items they’re buying are eligible for free two-day shipping.

The logos of some of the most well-known companies are so recognisable, they're identified worldwide - even by those who haven't patronised their services. One such brand is Amazon, whose ...

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.