Amazon has revealed a major rebrand—its first since the company’s founding in 1994. The redesign, created in collaboration with design agency Koto and Amazon’s in-house team, Amazon XCM, introduces a softer, more human logo. It also unifies the visual identity across more than 50 sub-brands, solving long-standing inconsistencies.
The new branding focuses on building emotional connection while improving consistency across Amazon’s vast ecosystem. Koto described the former brand system as “fragmented” due to Amazon’s rapid global growth.
“As Amazon scaled at extraordinary speed, the brand system sometimes struggled to deliver creative excellence across teams, regions, and experiences,” Koto explained.
Subtle Changes Deliver Strong Emotional Impact
The redesigned logo retains Amazon’s iconic arrow-smile, which represents its A-to-Z offerings. However, the updated version features a wider shaft and point. It also comes in a custom tangerine hue called Smile Orange.
This design shift places stronger emphasis on warmth and empathy. According to Koto, the goal was to reflect Amazon’s mission of making customers’ lives easier and more joyful.
Typography also saw significant updates. The team created a new typeface, Amazon Logo Sans, to ensure a consistent look across key sub-brands like Amazon Smile, Amazon Echo, and Amazon Jobs. Small changes, such as pulling the “a” spurs downward, help modernize the font without losing its familiarity.
A Typeface Designed for Global Use
Amazon’s proprietary typeface Ember, originally used for Kindle, has also been reimagined. The new version, called Ember Modern, is designed for versatility across different media.
“Our evolved typeface was ambitiously designed with purpose,” Koto said. “It can be bold and playful in marketing, and quiet in functional digital moments.”
The typeface supports 364 languages, thanks to Koto’s collaboration with design agency NAN. This update reinforces Amazon’s commitment to serving a global audience with clarity and consistency.
The refreshed identity includes a bold, expressive colour palette. It also introduces updated iconography for major services like Amazon Prime, Alexa, One Medical, and Amazon Grocery.
Rolling Out a Cohesive Global Identity
Amazon plans to deploy the new brand identity across digital platforms, packaging, delivery vans, uniforms, warehouses, and more. The 18-month project marks a strategic shift toward design clarity and emotional resonance.
“It gives us enormous satisfaction to see the brand come to life on posters, boxes, vans, screens, uniforms, warehouses, and race cars,” Koto shared.
This rebrand follows recent moves by Walmart, which retained its familiar “spark” logo, and Honda, which launched a new emblem for its electric vehicles.