A Unified Vision Amid Fragmentation.

Over decades of rapid expansion, Amazon built a sprawling brand ecosystem across shopping, streaming, healthcare, groceries, and more. Yet with this scale came fragmentation: each sub-brand adopted its own visual language, pulling in different directions. Koto stepped in to simplify and unify. Across 15 global markets and over 50 sub-brands, the goal was to foster cohesion and clarity without losing the essence of Amazon’s identity.

A Smile, Sharpened.

The famous A-to-Z arrow remained—but Koto subtly shifted the focus to a “deeper, more emphatic” stroke of the smile, a visual metaphor for Amazon’s customer-first ethos. The arrow now feels less explanatory and more emotive

Typography Tailored to Every Touchpoint.

Two bespoke typefaces form the backbone of the new identity:

• Amazon Logo Sans — A custom alphabet derived from the updated logo, built to unify the look and feel across all sub-brands.

• Ember Modern — A revival of the original Kindle-turned-Ember font, expanded for brand-wide use with extended weights and support for over 360 languages. Ideal for both high-impact headlines and subtle UI text

Color That Connects.

The rebrand also brought clarity to Amazon’s color palette. Koto consolidated the varied oranges into a singular Smile Orange, elevated Prime’s blue to a more vibrant, digital-friendly hue, and imbued each sub-brand with a distinctive, expressive tone (e.g., green for Amazon Grocery, turquoise for healthcare).

Icons That Speak the Same Language.

Before, icons varied wildly between teams and regions. Koto introduced a cohesive iconography system born from the smile motif and Ember Modern, optimized for any size—from billboards to app buttons—creating a uniform visual vocabulary.

Smart Architecture Through “Cohorts”.

To manage the sheer diversity of Amazon’s portfolio, Koto grouped sub-brands into logical clusters—or cohorts—such as entertainment, healthcare, devices, and grocery. Each cohort retains its unique personality while remaining visually connected to the broader Amazon identity.

Quiet Rollout, Strong Impact.

Rather than a flashy launch campaign, Amazon opted for a low-key rollout—embedding the updated look across delivery vans, packaging, uniforms, apps, and even race cars. Though subtle, the consistency is powerful, making the brand feel refined and ever-present.

In just six months post-launch, Amazon has seen striking results: record Prime membership growth, stronger cross-category engagement, and its highest-ever brand sentiment scores.