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Case Studies | Amazon.com | Part Two

Case Studies | Amazon.com | Part Two

In 1999, Amazon.com retained Turner Duckworth to redesign it’s brand identity. The mandate was to convey that “Amazon.com was more than just a place to buy books. . . it’s a place to buy anything and everything.” Positioned as a customer-focused, friendly company was a core to the company’s mission and values. The challenge was to create a unique and propriety identity that maintained what Amazon.com felt were its brand equities: the recognition of lower-case type in the logo, and the appearance of the orange swoosh underneath the word.

Turner Duckworth immersed itself in the brand, spent a lot of time on Amazon.com and examined competitor sites. The firm also analyzed what makes a logo effective or ineffective on the web.

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