Amazon logo explained started off as an online book store. Now, is the biggest online retailer in the US. The amazon logo is well known, not only in the US, but worldwide. Let’s discuss the story behind the Amazon logo design. That yellow arrow is more than just a decorative swoosh. It’s not hard to notice, that the Amazon logo looks like a smiley face. Was it intentional? Of course it was. It emanates with positive vibrations. The smile expresses Amazon’s main mission – to make customers happy. However, there is more meaning to that.

How Amazon got its name

The company was founded in 1994. Jeff Bezos, founder of named his business after the Amazon river (the biggest river in the World) in order to suggest scale. He came up with the name by browsing through the dictionary, and settled on “Amazon” because it was a place that was “exotic and different” just as he planned for his store to be. So, launched in 1995 with the tagline “Earth’s biggest book store”.

The smiley Amazon logo

Current logo was designed in 2000 by Turner Duckworth and it features a smiling face. But the Amazon logo was redesigned several times previously. Bellow you can see the very previous version (from 1998) and it’s evolution to the current one. As you can see, the smile was introduced as a completely new idea.

amazon logoThe 1998 is simply an underlined word-mark without any special meaning. In the new one, however, a smile was introduced. The smile is at the same time an arrow that points from A to Z. And this treatment further represents the fact that Amazon has a large variety of items to sell. Amazon’s goal is to sell every imaginable product. You can find there everything – the whole alphabet of items.

The smile and arrow say:

We’re happy to deliver absolutely anything, anywhere. From A to Z.

Amazon logo must be one of the most know logos of the web. The logo is very simple, yet it conveys the company’s mission in a very distinctive way. This is a brilliant concept, not only visually but also strategically.

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