In 1998, Amazon introduced a logo that experimented with upper-case letters and used a giant ring for the “O” in its name. “To me, this one is a hard fail because it tries so hard to do ...

In-depth Amazon coverage ... this weekend that the logo has suddenly changed. The italics and capital “P” are gone in favor of a new font, in all lower-case letters, with a simplified checkmark.

You may never look at the Amazon logo the same way again next time you purchase something. And we're not talking about the obvious smile. What about the letters that the arrow is pointing to?

Amazon is the latest company to step directly into the raging Internet-fire fueled by updates to beloved — or at least familiar — logos ... name in all capital letters, even Twitter CEO ...