Amazon has completed a significant rebranding initiative, merging over 50 sub-brands to create a unified brand identity across 15 global markets. This transformation streamlines their visual presence, featuring a new logo, typography, and colour palette that emphasize a more cohesive and consistent brand ecosystem. Created by branding agency Koto, the new design retains elements like the renowned grin and includes a modernized typeface, Amazon Logo Sans, which is adaptable for various sub-brands. The overall update reflects Amazon's evolution while maintaining its core identity and authority.
Amazon's new branding, unifying over 50 sub-brands, reflects a strategic aesthetic overhaul that emphasizes a simplified, cohesive visual identity while honoring its iconic smile.
The transformation includes a refreshed logo, updated color palette, and a custom font that provide consistency across various sub-brands, showcasing adaptability alongside timelessness.
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