Amazon Logo

Amazon LogoAmazon Logo PNG

Amazon is an American company, one of the Technology Big Four, which was organized by Jeff Bezos in 1994 as Cadabra. The business specializes mainly in e-commerce and artificial intelligence, along with online-cloud services and various new-generation computer technologies.

What font is used on the Amazon logo?
The lowercase Amazon logotype is executed in a bold and traditional Sans-serif typeface with smooth thick lines, slightly curved tails of both “A”s, and straight cuts. The font, used for the logo is Officina Sans Bold, which is pretty close to such fonts as Dynamic Grotesk Bold and Capital Gothic Bold.

Meaning and history

Established under the name “Cadabra”, the company was renamed to “Amazon” in the same year, and the initial logo for the world’s most famous e-commerce platform was designed in 1995. During the company’s history, there were not so many redesigns and the color palette was set already in 1998, though the first two versions were made in black and white.

Amazon logo history

The Amazon logo has always been minimalist, as Jeff Bezos didn’t want the branding design budget to be high, but this didn’t affect the recognizability and modernity of the emblem, which is known in every corner of the Earth.

1995 — 1997

Amazon Logo 1995

The original logo for the online platform was developed by Turner Duckworth in 1995 and was stylish and symbolic. The stylized black bold letter “A” was the main element of the logo, with a smooth vertical white line, repeating the contours of the Amazon river.

The “amazon.com” wordmark in the lowercase was placed under the emblem and executed in a clean and simple sans-serif typeface, in black.

1997 — 1998

Amazon Logo 1997

In 1997 the image was redesigned, gaining white horizontal lines coming out of the Amazon river. Due to these lines, the logo started resembling not only the river shape, but also a tree, plus it had something in common with zebra pattern, which made it truly remarkable.

The color palette of this logo was still monochrome. As for the wordmark, the style was slightly changed and the lettering became bolder, while the emblem was redrawn and made smaller and more elegant.

1998

Amazon Logo 1998

1998 was a very interesting year for the company’s visual identity. Three different logos were created in that year. The first one was a simple wordmark “amazon.com” in an elegant serif typeface, with “Earth’s Biggest Bookstore” tagline, written in all capitals in a simple and strict sans-serif. It was a black and white logo, which was very soon replaced by one of a completely new concept.

The next version was designed using the new color palette – black and intense yellow. The letters of the logotype were now capitalized and the letter “O” in yellow was enlarged. The tagline was removed from this version.

Amazon Logo 19982

This emblem only remained with the company for several months and at the end of the year was replaced by a new one, which became the basis for the emblem we all know today.

1998 — 2000

Amazon Logo 19983

At the end of 1998, the famous “Swish” logo was designed. It was as simple as all the previous versions, but with a young and fresh mood and spirit.

The lowercase of the wordmark in black was complemented by a bright yellow line under it. The line was slightly arched to the top, creating an association with the bridge, connecting past and future.

The wordmark was executed in Officina Sans typeface, with the “Amazon” part in bolder lines, than the “.com” one.

2000 — Today

The logo we all know today was designed in 2000 and became a symbol of the new generation and technological progress. The biggest e-commerce platform chose the design, which reflects its positive and progressive approach.

Amazon logo

The current Amazon logo is composed of a wordmark “Amazon” in the lowercase letters. Under the lettering there is a smooth and bold yellow arrow, coming from the letter “A” to “Z”, forming a smile.

The first versions of this emblem contained the “.com” part, but it was removed after the branded started expanding its activity offline.

amazon logo meaning

The iconic smile-arrow symbol, created by Turner Duckworth, is playful and friendly, evoking a sense of reliability and happiness. The black and orange color palette only adds to these feelings, making the visual identity bright and perfectly balanced.

The Amazon logo is an example of contemporary simplicity and style, its minimalistic composition shows the very best of the company: its professionalism, loyalty, and value of high quality in everything they do.

Icon

Definitely, one of the most recognizable graphical icons in the world, the Amazon icon, is built around two simple symbols — a lowercase letter “A” in bold black lines and an arched arrow, resembling a smile under it.

The curved orange line reminds us of a friendly smile, and the company managed to use this symbol to the maximum, making a legend out of simple lines. Amazon founder Jeff Bezos did not want to spend money on additional branding elements, such as package design. Then designer Turner Duckworth suggested using only a smile in the design, turning ordinary boxes into smiley ones.

This decision turned the packages into a marketing tool and allowed the company to claim it was delivering smiles to the door. The impression is enhanced by the color orange, which is associated with friendliness, warmth, and joy. Amazon also has a charitable affiliate, Smile, which donates money to those in need.

On the full logo version, the arrow part of the icon is stretched under the letters A and Z, symbolizing that customers can find any product in the online store. The arrow also signifies moving forward and achieving goals, which is in line with Amazon’s history.

Amazon icon 1 Amazon icon 2 Amazon icon 3 Amazon icon 4 Amazon icon 5

Symbol

amazon symbol

The Amazon logo just speaks for itself, as it is extremely recognizable and conspicuous. The company’s web address directly appeals to potential buyers to visit the website and choose products right now.

Shape and colors

colors amazon logo

The current Amazon logo borrows a large part from the previous one, as it features the web address and the yellow arrow. It points from A to Z – the first and the last letters of the alphabet to symbolize its intention to sell all sorts of products on Earth. The words “and you are done” demonstrate the company’s readiness to help a customer solve all sorts of problems. The arrow denotes customer satisfaction, and the black font expresses excellence and elegance.

Video