Amazon’s global brand redesign: A unified smile-based identity system that delivers results

Amazon has redefined its global brand system across 15 markets and more than 50 subbrands. The transformation began with a shift from fragmented execution to a single, expressive identity. The smile, long a staple of the logo, has been elevated to a universal symbol of ease, optimism, and consistency.

A custom Ember Modern typeface replaces outdated typography, offering global linguistic reach and functional versatility. Color schemes have been harmonized, with Smile Orange and digital Prime Blue anchoring a confident, accessible palette. Icons, UI elements, and brand cohorts have been systematized to provide creative speed without losing integrity, unifying Amazon’s vast ecosystem under a clear and flexible design language.

The system supports Amazon’s ambitions in commerce, entertainment, healthcare, and beyond. It reflects a brand that is confident in its scale, yet responsive to every user touchpoint, always ready to act and always smiling.

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