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Amazon Logotype Preview
History of the Amazon Logo
(from logomyway.com and 1000logos.net) The Amazon logo has had three different iterations over the years, but neither of the first two stuck around for very long. The company’s first logo was simply the word Amazon.com spelled out in black font with a larger, yellow font used for the “o”. This design was later replaced with a logo that featured the company name with a near-straight yellow line beneath it. On top of the word Amazon.com, the words, “Books, Music & More” were spelled out in light grey font. This design stuck around until 2000, when Jeff Bezo rolled out the logo that the company has been using ever since, the famous Amazon.com with a curved arrow beneath it.
Design Elements of the Amazon Logo
The third and seemingly final design of the Amazon logo features a couple of really creative elements. The first of these is where the arrow underneath the logo starts and stops. Beginning at the “A” in “Amazon” and ending at the “Z”, this design element of the Amazon logo is meant to portray the message that Amazon sells everything from “A” to “Z”. At the time Amazon adopted this new logo the company had already moved well past its days of just being a bookstore and were already offering a wide range of products. Along with this, the vision of all Amazon would eventually be involved in was undoubtedly already inside the mind of Jeff Bezos when he introduced this new logo. By having the arrow in the logo stretch from “A” to “Z”, Amazon is able to convey to their customers that the company can meet their every need.
The design of the arrow in the Amazon logo actually serves a double purpose, though, in that it is also made to look like a smile. When combined with the rest of the design, the entire logo bares a very subtle resemblance to a face. Research has shown that humans have incredible facial recognition and has also shown that Amazon place a lot of trust in a smiling face. By designing their logo to look like a smiling face, Amazon is able to convey that they are a trustworthy, friendly company.
Lastly, arrows have long been used to convey messages of forward progress and speed, both elements of Amazon’s business model in that they are constantly innovating and have also built a cornerstone of their business (Amazon Prime) around the fastest available shipping speeds.
Since the company’s inception, it has had four logo versions. The first one featured a translucent “A” on a soothing water background, under which “Amason.com, the Earth’s biggest bookstore” was written. The next logo was introduced in 1998. It had a simpler design: “amazon.com” on a white background with a yellow underline, and “books, music & more” above. By the time, the company began to sell music. In 2000, the group did another modification: the list of products was removed, and a yellow arrow pointing from A to Z was added. The company’s current logo has been around since 2002.