Amazon, the global e-commerce giant, is undergoing a significant rebranding effort. This rebranding marks its most noticeable visual identity change since the introduction of its iconic smile arrow in 2000.

Over the past few days, Amazon has been updating its logo and typography across various online platforms. The updated smile arrow is now thicker and features a more vibrant shade of orange, while the company has debuted a new custom typeface: Amazon Ember Modern.

Amazon Rebranding Logo

Introducing Amazon's New Typography

Amazon has used its primary typeface, Amazon Ember, since 2016. The font was developed by Dalton Maag, a London-based design agency. Recently, Amazon introduced a new version called Amazon Ember Modern, which offers subtle design changes to enhance its digital appearance.

Alongside the main font, Amazon also uses different fonts for its sub-brands:

  • Audible Sans: Used for Audible’s audiobook service.
  • Sharp Grotesk: Featured in Amazon Music.
  • Amazon Ember Serif: Part of Amazon’s broader branding.
  • Bookerly: Kindle’s primary font.

This refresh of Amazon’s typography is part of its larger effort to modernize its identity while maintaining consistency across all of its digital platforms.

Amazon Ember vs. Amazon Ember Modern: Key Differences

Although Amazon Ember Modern sounds like a minor update, it’s actually a completely new creation. Here’s a breakdown of the key differences:

  • Design Aesthetics: Amazon Ember has strict geometric strokes, while Ember Modern includes sloped elements and softer contours for a more approachable look.
  • Shape Variations: The original Ember has vertical, uniform letterforms, but Ember Modern features oval and teardrop shapes, giving it a more friendly and human feel.
  • Space Efficiency: Ember Modern’s narrower letters and shorter descenders make it ideal for text-heavy, compact layouts.

The new font conveys Amazon's modern, customer-centric branding approach and positions the company as a forward-thinking digital leader.

A New Look for Amazon’s Iconic Logo

The smile arrow in Amazon’s logo has undergone its first major update in over two decades. The arrow is now bolder with a richer orange hue, making it more visually impactful.

Interestingly, Amazon’s previous wordmark, although styled in the Amazon Ember font, didn’t fully reflect the company’s typography. The latest logo, however, combines a refreshed wordmark and a more cohesive visual appearance.

In the new design, the smile arrow and the wordmark stand out together on a minimalist black background, making it a symbol of modernity.

Amazon Prime Joins the Rebranding

This rebranding doesn’t stop with Amazon’s main platform. The Amazon Prime service has also been updated to feature the new typography and logo. This unified design approach ensures consistent branding across Amazon’s entire suite of services, from retail to streaming.

Gradual Rollout of the New Identity

Although the updated logo and typography are now fully implemented across many of Amazon’s platforms, the transition will be gradual. Traces of the old branding will remain in certain parts of Amazon’s services until the full redesign is completed.

As the changes are finalized, the new branding will reinforce Amazon’s modern image while staying true to the core elements that have defined the company for over two decades.

Learn more about Amazon's branding changes here.