Amazon Logo

Amazon LogoAmazon Logo PNG

The originally executed Amazon logo provided recognition and individuality in the saturated competitive environment of online trading platforms. The graphic composition has become a symbol of convenient and safe trading, resembling a friendly smile, demonstrating friendliness and a wide range of services.

Amazon: Brand overview

Founded: July 5, 1994
Founder: Jeff Bezos
Washington, U.S.
Amazon is the largest online trading platform from the USA and the company of the same name. It is located in the city of Seattle, Washington, and founded by businessman Jeff Bezos. It has been on the market since July 1994.

Meaning and History

Amazon Logo History

In the early years of its work, Amazon positioned itself as the largest website selling books online, so the debut logo reflected its line of business, as the tagline said. Gradually, the store began to grow, to expand the assortment, to which widespread products were added.

What is Amazon?

Amazon is known primarily as an online store where you can buy products in 34 categories. It is also a consumer electronics manufacturer, PaaS and IaaS service provider, and owner of a film studio and publishing division.

1995 – 1997

Amazon Logo 1995-1997

At the beginning of the second year of existence, the company had a personal emblem in the form of a black triangle with a beveled top. A white road runs through the center – as a symbol of a well-trodden path. It is located so that it vaguely resembles the capital letter “A.” Below is the domain address of the store, made in lowercase font of the same size.

1997 – 1998

Amazon Logo 1997-1998

Two years later, the logo received some changes. For example, now the winding road has been moved to the middle, and thin lines are depicted around it. It is a symbol of small paths and small paths merging with it. That is a subconscious message: all roads lead to Amazon. The color scheme of the logo is a combination of black and white.


This time is significant because several versions of company emblems appeared at the trading platform at once, each of which was tested.

Amazon Logo 1998

The first version of the logo is the inscription “” in lower case, in which all letters are narrow and elongated. Below is the motto “EARTH’S BIGGEST BOOKSTORE.”

Amazon 1998 Logo

The second emblem has squat characters of the same word (store URL), but with an enlarged “O” made in the shape of a yellow circle.

1998 – 2000

Amazon Logo 1998-2000

The third logo received the outline of a modern emblem and was further transformed. It shows the Internet address of the trading portal, but the word “amazon” was highlighted in bold, but the word “com” was made a little brighter. A thin golden line passes under the inscription.

2000 – today

Amazon Logo 2000-present

With the onset of the millennium, the administration overhauled the range of products and rebranded. The domain “com” disappeared from the logo, and the letters of the remaining word got the maximum accent – the designers made them jet black and wide. The golden line is now upside down and leads from the letter “a” to “z”, which is indicated by an arrow. Externally, the graphic design is made as if it were a joyful welcome smile.

Font and Colors

Amazon Emblem

After a redesign in 2000, the Amazon brand name became more conceptual. If before the orange line just underlined the brand name, now it looks like an arrow and leads from the letter “a” to “z”. This indicates the versatility and scale of the Internet site. This emblem indicates that on the online trading platform you can find anything, literally “from A to Z”.

Amazon Symbol

The latest interpretation of the logo has a deep symbolic meaning since it is more than just a sign. This is a whole philosophy, based on the conceptual view of Bezos. To emphasize the original position, the company used a one-piece font in which all letters are the same in size, which indicates equal opportunities for each customer.

Amazon color codes

Orange Peel Hex color: #ff9900
RGB: 255 153 0
CMYK: 0 40 100 0
Pantone: PMS 151 C
Black Hex color: #000000
RGB: 0 0 0
CMYK: 0 0 0 100
Pantone: PMS Process Black C

What does the Amazon logo mean?

The arrow on the Amazon logo not only resembles a welcoming smile. This indicates that the company provides a full range of products and services – literally from A to Z. Rounded lowercase letters look friendly.

What is the hidden image in the Amazon logo?

The arrow that connects the letters “a” and “z” in the word “amazon” hints at the full coverage of the goods in the online store and the broad scope of the company – as they say, from “A” to “Z.”

Is Amazon logo trademarked?

Yes, Amazon has registered its logo as a trademark.

What kind of logo is Amazon?

Amazon uses a two-part logo that includes a wordmark (company name) and a graphic symbol (orange arrow).