I had the enormous pleasure of partnering with Koto to help them deliver the mammoth task of unifying Amazon's brand system. As a company Amazon have grown to having 50 sub brands in 15 global markets all of which were fragmented across teams, regions, and experiences.

Working closely with Amazon's internal brand team we built a new brand system that elevates Amazon’s most iconic assets: a warmer smile, a modernised logo, a flexible new typeface, a unified colour palette, and a global architecture designed to move at the pace of Amazon.

The result is a more confident, considered, and consistent identity, delivering clarity across every touchpoint and placing brand at the forefront of the company.

Acknowledgements

Client: Amazon

Creative Direction: Koto

Animation: Koto & Shorts & Tales

Prev / Next