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Described as the most ambitious brand evolution in Amazon’s 30-year history, the team at Koto brought clarity and consistency to what had become a fragmented brand identity.
The agency introduced a new logo system to represent Amazon’s 50+ sub-brands, which include household names such as Prime, Alexa and Fresh.
To ensure the brand is able to connect with its global audience, Koto developed a new typeface which supports English, Japanese, Latin and Cyrillic text. This means Amazon can communicate in over 364 languages.
As well as placing more emphasis on the smile in Amazon’s iconic logo, Koto also introduced a bolder colour palette and fresh icons to represent various parts of the business.
The refreshed branding is still being rolled out across the business and perfectly showcases Koto’s ability to work at pace with the most influential companies in the world. The agency’s case study about the project is a fascinating read, which you can find here.
We partnered with the management team at Koto just a couple of months ago and are thrilled to be supporting such a talented team that produces such exciting work.