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Case Studies | Amazon.com | Part Three

Case Studies | Amazon.com | Part Three

“Our goal was to infuse personality into the logo, and to create a compelling idea that would convey the brand message,” said David Turner, head of design. The design team developed distinct visual strategies at the first stage–each one emphasized a different aspect of the positioning brief.

The final logo design was an extraordinary leap from the old logo. The central idea behind the new logo reflected the clients business strategy of selling more than just books. The design team connected the initial a of “amazon” to the z. This approach clearly communicated “Amazon.com sells everything from A to Z.” The graphic device that connects the a and the z also speaks to the brand positioning, which was largely customer-focused and friendly service. This device forms a cheeky smile with a dimple that pushes up the z. The brown shipper box packaging was considered at every stage of the logo design.

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