Amazon Logo

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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.

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

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

1997 — 1998

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 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 “” 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.
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

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.


For the mobile applications and website icons, Amazon uses a white square with rounded angles, where the legendary logotype with the orange smile is placed above the blue shopping cart. There is only the upper part of the cart shown on the icon, and it is enlarged in comparison to a small yet bright nameplate.
The additional blue color is a symbol of expertise and authority, perfectly complementing the sense of progress and movement, reflected by the orange arrow.


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.