Amazon has grown into one of the world’s largest and most recognizable brands. While that scale has made it synonymous with convenience and innovation, it has also shifted the public’s perception.

For many people, Amazon is no longer viewed as a friendly, customer-first company, but as an enormous corporate entity.

My proposed redesign centers around an all-new fully custom logotype. The new typography features fully rounded terminals, creating softer forms that feel more approachable and family focused, while maintaining the confidence and feel expected from a global technology company. This is especially important as Amazon continues to evolve and expand into new industries, including entertainment.

The iconic smile remains the foundation of the identity but has been integrated more intentionally with the typography, allowing it to function as a dynamic visual anchor across every Amazon subsidiary.