Smile

After 30 years of rapid growth, Amazon has unveiled a sweeping global brand transformation led by Koto, with strategic foundations by Sylvain. The refresh brings clarity and consistency to over 50 sub-brands and billions of daily touchpoints across 15 markets.

Key highlights include a modernized logo that emphasizes the iconic “smile,” a custom Amazon Logo Sans alphabet, and a unified color system-Smile Orange now leads the palette, with expressive colors for sub-brands like Prime and Amazon Grocery. Koto, in partnership with type foundry NaN, also introduced Ember Modern, a versatile typeface supporting 364 languages.

The new identity system is already live across packaging, vehicles, digital screens, and more. The results? Record Prime membership growth, higher cross-category engagement, and Amazon’s strongest brand sentiment yet.

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