Prime Video is a video streaming service from Amazon, which was started in 2006 as Amazon Unbox. For a fee, it provides access to movies, TV series, and in-house and third-party television. The Prime Video movie theater can be watched on TVs that support Smart TV, on smartphones with Android and iOS, and on Sony PlayStation 3 and 4, Microsoft Xbox One, and 360 game consoles.
Today Prime Video is an online service, familiar to people from all over the globe. The Amazon video-streaming service is available in more than 200 countries in the world and has its content translated into several languages.
And, it did not take long for the global corporation to conquer the video-streaming industry pedestal. In its current shape and concept, the service was launched only in 2017, so its much younger than its major competitors. Although, the roots of the Prime Video platforms can be traced back to 2006 when Amazon introduced Unbox, a service for video downloads.
In 2008 the service changed its name to Amazon Video on Demand and expanded the range of its services. Three years later, in 2011, the Amazon Prime Instant Video service was introduced to the public, and it was almost the same concept as the platform, as it is today. In its current state and name, the platform was launched in 2015.
Today Prime Video is one of the world’s leading platforms, providing online video streaming services. It is a major competitor to Netflix, Apple TV, and HBO. Since Prime Video is primarily an Amazon app that broadcasts commercial TV channels, there are quite a few of them here. Most of the TV channels are American-made, so the TV shows and shows are also from there.
The service is available on a subscription basis, with a free trial period of 7 days. In terms of pricing policy, Prime Video is beating its competitors. As for the interface of the service, it looks like the major Amazon menu, which is pretty convenient for those, who already used the services of the world’s leading company.
What is Prime Video?
Prime Video is the name of a video streaming service, introduced by Amazon in 2006. Today the platform broadcasts films and programs, created by Amazon studios and other production companies, and is available all over the globe, offering various subscription schemes.
In terms of visual identity, the logo of Amazon’s video streaming service has been changing with each of the service rename, so it counts three, and the last redesign, which was held in 2017, has completely changed the concept of the badge, which before that was only refined.
The very first badge of the online streaming service was designed in 2006 when Amazon introduced the Unbox Video Downloads service. The badge was based on the corporate Amazon visual identity, with the iconic black lowercase Amazon logotype, decorated by an orange arrow, accompanied by the orange “Unbox” wordmark in the same style and size. The “Video Downloads” tagline was written in small title case characters under the orange inscription, in a lightweight sans-serif typeface, in gray.
The redesign of 2008 has introduced a refined logo for the renamed service. Now it was a black and green lettering, with the “O” in “Amazon” replaced by a solid green circle with a white Play button on it. As for the second part of the badge, it featured a black narrowed “Video” inscription in a medium-weight sans-serif font, with the “On Demand” tagline set under it in a smaller size.
In 2011 the service got renamed again, and the logo was redesigned according to the change. The lowercase Amazon logotype was now the star of the composition, with the green circular button redrawn in a voluminous way, with some gradients and gloss added to its surface. The bold italicized “Prime” was written under the Olay button, and accompanied by the lowercase “Instant Video” wordmark in a simple sans-serif font. Both parts of the tagline were set in black.
The service got its current name in 2015, and the logo was changed again. The black Amazon logotype with the green element was set on the upper line of the badge, with the green button redrawn in a two-dimensional way again. The new tagline, composed of the bold lowercase “Prime Video” was written under the second half of the main lettering, in small characters.
In 2017 the designers have created a refreshed look for the Prime Video logo, adopting a new color palette and concept of the platform’s visual identity. The Amazon logotype was now completely removed from the badge, with the lowercase “Prime Video” inscription written in the lowercase of the corporate typeface, with the first word in bright blue, and the second — in black. The inscription is underlined by the Amazon arrow in blue, which starts under the “I” in “Prime”, and finishes under the “D” in “Video”.
The visual identifier for Amazon Prime Video is portrayed with a distinctive typographic style. The term “prime” is accentuated with a robust, enlarged type, signifying the premium status of the service, while the word “video” is presented in a lighter weight, emphasizing the platform’s media focus. Beneath this, the iconic Amazon curved arrow forms a smile from the ‘i’ to the ‘e,’ subtly conveying the breadth of content from A to Z and the positive customer experience. This arrow-smile hybrid is a testament to the brand’s commitment to satisfaction and variety. The entire logo uses a vivid blue tone, a color known for its connotations of trustworthiness and professionalism, reflecting Amazon Prime Video’s reputation for quality and customer-centric service.
The visual identity of the Prime Video service features not only the primary logo, but also an icon, which is used for the mobile version of the platform, and the application. The icon features a gradient blue square with rounded angles, with the “Prime Video” inscription set in two levels, and underlined by an iconic arrow. The lettering on the icon is set in plain white.
The bold lowercase lettering from the official logo of the Prime Video platform is set in a bold corporate sans-serif font of the Amazon brand. The closest fonts to the one, used in this insignia, are, probably, Kabrio Alternate Bold, or Program OT Medium, with some of the contours modified.
As for the color palette of Prime Video’s visual identity, it is composed of a bright and vivid shade of blue, and plain black, which balances the look of the badges making it more professional and confident, and emphasizing the affiliation of the service to Amazon.