A new pair of custom fonts finally tie Amazon products and services together, as part of a global refresh by the design agency Koto.

The scale of Amazon’s expansion since its foundation ... Deconstructing the new brand architecture, we can see how it will now behave. The logo’s smile is designed to be more “emphatic ...

"We built a new brand system that elevates Amazon's most iconic assets: a warmer smile, a modernized logo, a flexible new typeface, a unified color palette, and a global architecture designed to ...

Some of them are very familiar, many others I’d bet you’ve never heard of (Amazon Catalyst anyone?) Amazon created a new brand architecture, grouping them into cohorts – like entertainment, health and ...

SEATTLE — Amazon has expanded its private label ... grocers need to have a clear plan in place: a differentiated brand architecture and consistent positioning across categories, scalable ...

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Last November, Amazon quietly re-entered the diapers market with the launch of its own private label diapers under the Mama Bear brand – its first diaper brand since pulling its Amazon Elements ...