Amazon's new logo

Why subtle brand updates matter more than you think

Amazon has quietly introduced a new logo design – its first major update in over 20 years. At first glance, the change is subtle. You might not even notice it. But that’s precisely the point.

Rather than overhauling one of the most recognisable brands in the world, Amazon’s new visual identity, led by branding agency Koto, is about refinement, unity, and future-proofing a brand used by billions.

The new Amazon logo, it’s still a smile – but sharper

The most noticeable change is the signature smile arrow – that familiar swoosh connecting A to Z. It’s now slightly thicker, with a warmer and deeper orange tone known as Smile Orange. It feels more like a genuine smile than a directional arrow, showing a friendlier, more confident tone.

The wordmark has also evolved. The familiar "amazon" lettering is now drawn in a new custom typeface: Amazon Ember Modern, developed in collaboration with Berlin-based

NaN Foundry. This replaces the older Ember font (originally created for Kindle screens) with something far more adaptable – a type system that works across 364 languages and over 50 sub-brands.

Why does this matter?

Amazon’s rapid global expansion created a fragmented brand experience. Sub-brands like Alexa, Prime, Fresh, and Pharmacy all grew independently, often without a consistent design system. Over time, logos, fonts, and colour palettes began to diverge — not ideal for a company that depends on trust, speed, and recognisability.

This new visual identity creates a unified brand system. It aligns everything — from digital screens to delivery vans, app icons to staff uniforms. The result is not just cleaner visuals, but a more efficient and scalable brand, designed to grow seamlessly with the business.

A lesson for businesses of all sizes

Amazon’s rebrand is a powerful reminder that branding is an ongoing process, not a one-time project.

Even the most successful companies in the world need to check in, refresh, and realign their brand identity. A smart brand update can extend the life of your logo, clarify your message, and make sure you’re presenting a consistent, professional image at every touchpoint.

If you’re running or growing a business, it’s worth asking:

• Does your visual identity still reflect who you are today?

• Are your logo, colours, and typefaces used consistently across all platforms?

• Could a small design change bring clarity, trust, or momentum to your brand?

Sometimes, the smartest move isn’t a total redesign – it’s a considered evolution of what’s already working.

Need help evolving your brand?

We help ambitious, growing businesses refine and elevate their visual identity — so they look as great as they’ve become.

Let’s make your brand work harder.