For a while, Amazon had suffered from success, scaling at a rapid rate but unable to keep a consistent brand ecosystem, leading to a fragmented identity. With a new refined logo design ...

a denser deployment of general logo essence, and a symbol that, like Amazon’s, is more emphatic overall. For what brand would ...

For the first time in more than 20 years, Amazon’s logo got a touch-up. In fact, all of its logos got a touch-up. The small but subtle changes are part of a company-wide brand system refinement ...