Best logo re-design…. EVER?
We dont’ often see a brand re-define itself in a positive way. In fact, we often see quite the opposite. Recent examples of disaster include The Gap and, to a lesser extent, Best Buy. Fortunately, there’s always the exception to a rule. In fact, I’d say that Amazon’s redesigned logo was nothing short of brilliant. It’s formerly boring, uninspired and lifeless logo did the company little justice. Today though, Amazon is a powerhouse brand, and is highly regarded by consumers around the world.
Their redesign brought life, color and a few hidden messages. It’s a logo we recognize by it’s color and likely without it’s text as well. But hidden (shallowly) within the logo are a few things that psychologically attract consumers. The yellow ‘swoosh’ creates a smile. It stands for Amazon’s relentless pursuit of customer happiness. It also connects the ‘A’ and the ‘Z’ in Amazon’s logo. Amazon sells literally everything from A to Z, and it does a fine job of portraying that. It’s well balanced too, it bolds the company name and leaves the .com in a regular weight. The yellow swoosh adds a great splash of color giving life to what would be a text only logo. Overall, this was a mega-change for a mega brand. Yes, I know it happened at a time when Amazon was in its infancy, but it very well may have changed the course of history for this mega-brand.
Great logo design gets me every time. Kudos, Amazon, kudos.