Evolution of the Amazon Logo
The Amazon logo is globally recognizable today. But that symbol has not always been the same.
In 1994, Jeff Bezos founded Amazon in a garage in Seattle. By 1995, it had already positioned itself as the most important website for online book sales, and this was reflected in its logo created by the agency Turner Duckworth.
Its main element is the capital letter A, with the representation of the Amazon River inside it, in a curved form.
Below, it reads “amazon.com” in lowercase, with a simple sans-serif typography in black.
The first change in its design was made in 1997. Perforated lines were added, resembling a zebra pattern, simulating paths. Its significance: “all roads lead to Amazon.” The original monochromatic color was retained.
In 1998, the logo undergoes several drastic modifications. The company began to grow and started selling other products.
The latest design, which is gradually resembling the current one, features a new element; a slightly arched golden line pointing downwards. Our brain perceives it as a sad face, completely opposite to the current logo.
Current logo
It was created in 2000 and became the symbol that best represents the company. The arrow, resembling a smile in the Amazon logo, also indicates that the company offers a complete range of products and services from A to Z. The rounded lowercase letters give a friendly appearance.
Amazon uses a two-part logo that includes a wordmark (company name) and a graphic symbol (orange arrow).
The current logo was created by Anthony Biles in 1999, but it didn’t make its debut until 2000. Biles, as the son of a watchmaker, knew that all the clocks in his father’s shop had to show ten minutes to two. The reason? They should all be smiling.
Who designed the current logo?
This was the central truth behind the idea of the Amazon logo that Anthony Biles created in 1999 while working for the agency Turner Duckworth. “Amazon was taking on established booksellers, offering more choices, lower prices, and greater convenience. It was making people happy,” says Biles in his blog.
