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

Design agency Koto has collaborated with online retailer Amazon's design team Amazon XCM in a rebrand of the company's distinct smile logo, while simplifying the identity of over 50 Amazon sub-brands.

From FedEx's famous 'negative space arrow' to the 'A - Z smile' of the Amazon wordmark, it's the double-take-worthy details that often elevate a logo to the design hall of fame. But is there ...

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