The name \u201cAmazon\u201d has become synonymous with the ability to buy pretty much anything. This appropriately named company\nstarted as an online bookstore, but now sells everything from food and baby supplies to computers and electronics. Founded by Jeff\nBezos as \u201cCadabra\u201d in 1994, Amazon is now a worldwide sensation with a highly recognizable brand and logo. However, it wasn\u2019t\nalways that way.\n<\/p>\n\n\n\n
After Bezos renamed the company to \u201cAmazon,\u201d he pulled appropriate, if not-so-compelling, imagery that evoked the massive river\nof the same name. The first logo was an \u201cA\u201d with a river shape cut into it, set against a watery blue background with the name\n\u201cAmazon.com\u201d and tagline \u201cEarth\u2019s biggest bookstore\u201d printed below. It resembled something that a third-grader might make in Mi-\ncrosoft Paint. At this time, the brand was still clinging to the \u201cdot-com\u201d part of its name.\n<\/p>\n\n\n\n
In 1997, Amazon abandoned the river imagery and adopted a simple wordmark, accompanied by its tagline. This clearly didn\u2019t per-\nform well, because only a year later, Amazon changed the typeface yet again to a vaguely National Geographic-type design with a\nlarge orange \u201cO.\u201d\n<\/p>\n\n\n\n
Still not satisfied, Amazon changed the typeface a third time to a lowercase serif and abandoned the orange \u201cO\u201d in favor of a curved\norange underline. Some think that the curve is meant to represent forward momentum or innovation, while others believe it repre-\nsents the curvature of the Earth.\n<\/p>\n\n\n\n
It was designer Turner Duckworth who finally solidified Amazon\u2019s logo into the friendly version we see today. Duckworth inverted the\norange curve, shortened it, and added an arrow. The new design, which vaguely resembles a smile, now has a line pointing from the\nA to the Z. Duckworth made this choice to mirror the company\u2019s expansive selection of products.\n<\/p>\n\n\n\n
Finally, Amazon dropped the \u201cdot-com\u201d from its logo, and effectively from its brand as well. Amazon now has brick-and-mortar sto-\nries and technology that extends beyond the World Wide Web. The new logo retains the orange arrow but simply reads, \u201cAmazon,\u201d\na name that symbolizes the brand\u2019s promise to sell you anything you might desire, from A to Z.\n<\/p>\n","protected":false},"excerpt":{"rendered":"
The name \u201cAmazon\u201d has become synonymous with the ability to buy pretty much anything. This appropriately named company started as an online bookstore, but now sells everything from food and baby supplies to computers and electronics. Founded by Jeff Bezos as \u201cCadabra\u201d in 1994, Amazon is now a worldwide sensation with a highly recognizable brand … Continue reading Top Logo Stories: A Prime Logo<\/span><\/a><\/p>\n","protected":false},"author":9,"featured_media":885,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","_eb_attr":"","_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-884","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-logo-design"],"_links":{"self":[{"href":"https:\/\/flocksy.com\/blog\/wp-json\/wp\/v2\/posts\/884","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/flocksy.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/flocksy.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/flocksy.com\/blog\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/flocksy.com\/blog\/wp-json\/wp\/v2\/comments?post=884"}],"version-history":[{"count":1,"href":"https:\/\/flocksy.com\/blog\/wp-json\/wp\/v2\/posts\/884\/revisions"}],"predecessor-version":[{"id":886,"href":"https:\/\/flocksy.com\/blog\/wp-json\/wp\/v2\/posts\/884\/revisions\/886"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/flocksy.com\/blog\/wp-json\/wp\/v2\/media\/885"}],"wp:attachment":[{"href":"https:\/\/flocksy.com\/blog\/wp-json\/wp\/v2\/media?parent=884"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/flocksy.com\/blog\/wp-json\/wp\/v2\/categories?post=884"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/flocksy.com\/blog\/wp-json\/wp\/v2\/tags?post=884"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}