This self‑initiated project explores how Amazon’s identity could evolve to feel warmer and more contemporary while staying true to the elements people know and trust. A thoughtful rebrand is like renovating a home: you want a fresh look, but you don’t tear down the walls that make it feel familiar. With that philosophy in mind, I set out to modernize Amazon’s visuals without losing its unmistakable smile.
Retaining the smile, refining the wordmark. The iconic arrow‑smile remains the heart of the logo, but it becomes an integral part of a more approachable, geometric wordmark. Rounded letterforms and balanced spacing make the logotype feel friendlier and more versatile. Simplifying and refining typography is a common step in successful rebrands because it improves legibility across digital platforms and reinforces trust
A fresh yet familiar colour palette. The concept introduces a deep teal to complement Amazon’s signature orange, giving the brand a more premium feel while honouring its roots. Bright accent colours are applied to sub‑brands (Prime in blue, Cash in green, Kindle in orange, Echo in teal) to create a cohesive system that allows each service to stand out.
A modern, simplified design speaks to a new generation of consumers while still honouring a brand’s heritage. By refining the typography and colour palette and integrating the smile more naturally, this concept positions Amazon as more approachable and human without sacrificing the recognition it has built over decades. The exercise illustrates how thoughtful design can future‑proof a brand, making it more versatile and digital‑friendly, while staying anchored to the qualities people trust
