Amazon overhauls a whopping 50 logos in global brand refresh

Get the Full Story2 custom fonts, 7 weights, 366 languages, no small feat.

For the first time in more than 20 years, Amazon s logo got a touch-up. In fact, all of its logos got a touch-up. The small but subtle changes are part of a company-wide brand system refinement, bringing together more than 50 Amazon sub-brands across categories like pharmacy, groceries, and on-demand streaming under a single brand umbrella. Typography was key to making it all work.A pair of bespoke fonts, Amazon Logo Sans and Ember Modern, tie Amazon products and services together with a unified brand voice that has flexibility for different contexts. This is a brand that s everywhere, from cardboard boxes to music to prescriptions, and needed to adapt to convey boldness and excitement in use cases like entertainment, but trustworthiness in its healthcare divisions.

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