Created by branding agency Koto, Amazon's new global brand identity is shaped by its revitalised logo – the first new design ...

A new pair of custom fonts finally tie Amazon products and services together, as part of a global refresh by the design agency Koto.

The logo the company used in 1958, however, eschewed the idea of timelessness in an attempt to seem futuristic. Amazon Amazon's original logo lacks the subtlety of its "A to Z" design. Instead ...