Amazon Brand Architecture
Description
Amazon's evolution from online bookstore to global powerhouse spans three decades of innovation across commerce, cloud computing, healthcare, and entertainment. As the world's third most valuable brand, Amazon's rapid growth led to over 50 subsidiary brands developing their own visual languages - from unique typography and color palettes to distinct illustration styles and logo treatments.
To help customers better recognize and engage with its full range of services, Amazon launched a comprehensive brand refresh that creates a more unified experience while preserving each service's unique personality. The new system builds cohesion through signature elements: the Amazon orange, Smile logo, custom Ember Modern font, and expressive headlines.
Prime anchors the refresh as Amazon's flagship experience, while other services maintain thoughtful adaptations - Fresh's vibrant food-forward design, Alexa's technological sophistication, and healthcare's warm lifestyle. Launched May 2024, the system now reaches several billion monthly visitors across 15 markets, expansion further throughout 2025.
