Amazon Smile Logo PNG
Amazon Smile is the name of a charity program launched by Amazon in 2013. The idea of the program was that 0.5% of purchases of specially selected products were transferred to the accounts of various charities. The program existed for almost 10 years and was closed in 2023, according to the decision of the company’s management.
Meaning and history
As part of the Amazon Smile project, the international online retail giant allowed customers to donate to charitable organizations from the amount of each order. But no additional fees were charged to users. Purchases through AmazonSmile cost the same as through a standard retailer’s website, with 0.5% of the net purchase price of the relevant items going to charity. At the same time, shoppers themselves chose the organization to which their donations would go from Amazon’s huge list of partners.
However, at the beginning of 2022, Amazon noticed that the charity program did not bring as much benefit as they would like. Thus, the decision was made to phase out Amazon Smile and focus the charity on more point support for non-profit organizations to deliver much more meaningful change. In doing so, Amazon didn’t just cut ties with the foundations but gave them a lump sum payment equal to their Amazon Smile earnings for the first three months of 2022.
To summarize, the Amazon Smile charity program was launched in 2013, and in the ten years of its existence, it has managed to collect donations of almost $500 million. It would seem to be quite an impressive amount, but due to the huge number of participating organizations, the average amount of payments is only a little over two hundred dollars.
In terms of visual identity, Amazon Smile based its logo on the corporate identity, without adding any particular elements to it. Yet, considering the specifics of the program’s activity, no bright or extraordinary features were needed. Everything was neat, stable, and professional.
2013 – 2023
The Amazon Smile logo, designed in 2013, was used by the program for its whole 10-year history, without any changes. The badge was composed of a two-styled lettering in black and orange, and a delicate graphical element, which is definitely one of the most recognizable symbols in the logo design of the 21st century. The bold black lowercase “Amazon” was followed by the orange lightweight “Smile”, with the same orange smile, yet graphical, drawn under the black part of the lettering, starting at the “A” and finishing at the “Z”.
Font and color
The lightweight lowercase “Smile” from the logo of the Amazon Smile program was set in an elegant and tender sans-serif typeface, which looks pretty similar to such commercial fonts as Axeltrade, ITC Officinareg Sans or Domotika Pro, with some minor modifications of the contours.
As for the color palette of the Amazon Smile visual identity, it is based on the corporate Amazon colors, black and orange which represent professionalism and quality, and at the same time joy and energy.
