Amazon Logo
A black lowercase wordmark reading "amazon" in a clean, rounded sans‑serif type sits above a bold orange curved arrow that starts under the letter "a" and ends under the "n" with a pointed arrowhead. The orange shape forms a smiling arc ben...
Logo
About Amazon
A black lowercase wordmark reading "amazon" in a clean, rounded sans‑serif type sits above a bold orange curved arrow that starts under the letter "a" and ends under the "n" with a pointed arrowhead. The orange shape forms a smiling arc beneath the wordmark and visually connects the left and right ends of the text.
Overall the mark is flat and minimalist: black for the text, a single bright orange for the curved arrow/smile, on a white background.
What's in it: arrow smile
Shapes: wordmark curved smile/arrow arrowhead
Style: minimalist modern flat friendly sans-serif
Text in logo: amazon
A smiling curved arrow beneath the wordmark; visually implies a smile and a left-to-right connection (commonly interpreted as connecting 'a' to 'z').
Colors
Extracted from the image. How we pick the colors →
Amazon Logo History
Amazon, founded in 1994, uses this lowercase wordmark with the orange curved arrow (smile) — a mark that was introduced around 2000 to convey a friendly brand and the idea of offering everything 'A to Z.'
Frequently asked
What does the orange arrow mean?
Visually it forms a smile and connects the left and right of the wordmark; it's intended to suggest friendliness and the idea of offering everything 'A to Z.'
When was this logo introduced?
This wordmark with the orange smile/arrow was introduced around 2000 as the brand's primary mark.
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