The Amazon Prime Video TV and movie streaming service operate in two formats: a paid Prime subscription program and a standalone platform. It is one of the online commerce giant Amazon services created in 2006 to distribute video content for distribution company Amazon Studios. By 2011, the catalog had expanded to include dramas, comedies, animations, TV shows, documentaries, and feature films from other vendors.
Meaning and History
Prime Video’s popularity skyrocketed during the COVID-19 pandemic when movie theaters disappeared. Now, even more, people know what this service’s logo looks like: a two-color inscription with the famous Amazon arrow. But the wordmark was not always that way. It frequently changed along with the streaming platform to reflect its name. And there were a lot of them: in 2006 – Unbox, after 2008 – Video on Demand, since 2011 – Prime Instant Video, and all with the word Amazon at the beginning.
The online service received its current name only in 2015, almost nine years after its inception. During the same period, she acquired a black and blue emblem, which culminated in the rebranding.
2006 – 2015
The very first logo of this brand consisted of two text parts. To separate them, the developers placed the inscriptions on different lines and delimited them with the font. The upper phrase had large letters, the lower one small. The first was the then name of the company – “Amazon Unbox” with a branded arrow in the form of a smile. The words were close to each other and differed in color. The second was the inscription “Video Downloads,” executed in thin sans serif characters. Moreover, the bottom line was shifted to the right, so it went beyond the top. The colors were dominated by black and orange.
2008 – 2010
After the rebranding, the company received a different logo. More precisely, it remained the same in form but not in content. The developers introduced a new name for the service: at the top, it was written “amazon video,” at the bottom – “on demand.” Each word was found separately. Instead of the “O” in the word “Amazon,” the designers have placed a media play button. Both rows have been right-aligned, so the end of the lines is flat. Green appeared instead of orange.
2011 – 2015
After another renaming, the service approved the logo with the corresponding inscription. It contained many diverse elements. The first word was written in the same way as on the Amazon logo: in black letters on a white background, and the font did not change. An arrow went from “a” to “z,” indicating the global nature of the trading company and the fact that it allows you to buy everything – literally “from A to Z.” The only new detail is the “O” styled as a play button. It looked like a green circle with a gradient and a white triangle in the center.
Below, to the right of the arrowhead, was the phrase “Prime instant video.” All letters except “P” were lowercase. “Prime” was in bold italics, and “instant video” was in straight thin font.
2015 – 2017
In 2015, the word “Instant” disappeared from the name of the entertainment service. There was no longer a need for it because watching online videos has become a massive and generally accessible phenomenon. The upper part of the logo remains the same – only the lower inscription has changed. The designers have updated the “prime video” font by converting all letters to uppercase and making them bold. The interval between the two words was so small that they were perceived as one whole.
2017 – present
To close the gap with Netflix, Amazon has repositioned Prime Video. It expanded its streaming services to dozens of new countries and began producing sports content. The platform finally reached the international level, so it needed a brighter and more modern wordmark. Part of the new identity is “prime video,” with the same arrow as Amazon. For the first time, the developers used blue for decoration and made black a little lighter.
While the arrow in the Amazon corporate logo hints at a wide range of products (“from A to Z”), then in Prime Video, it starts near the “i” and points to “e.” Thus, the original concept is lost: the designers transferred this element without giving it special meaning. That is, the arrow looks like the famous Nike swoosh: no one can say what this symbol means, but everyone knows who it belongs to.
On the other hand, a curved line looks a lot like a smile. It embodies the good mood that users will get from watching movies, and more globally, a “friendly” and customer-oriented service.
In early 2021, the Amazon Prime Video platform changed the Display Picture on its social media pages. So her fans saw the familiar logo in a new design, without the “me” at the end of the word “prime.” Simultaneously, the platform launched a flash mob by publishing a post with the hashtag #WhereIsMe. Other brands such as Panasonic, Amazon Prime Music, and Tinder have joined the search group. Most likely, this is nothing more than another ad campaign.
Font and Colors of the Emblem
The first two versions of the logo gave birth to a branded typeface with a curved “z.” But neither the early nor the late versions used a serif typeface – it always remained smooth. The color scheme has changed from black-orange to black-green.
The wordmark font resembles Sana Sans Alt Bold. Designer Felipe Sanzana designed the Sana Sans family of typefaces for Latinotype in 2016. It includes 32 styles that are commonly used in publishing for print and silkscreen printing. The letter “e” has been slightly corrected only on the Prime Video logo: the designers have made the diagonal line horizontal.
Primary colors are black (# 1E2B3C), similar to Midnight blue (# 21303E), and blue (# 00AAE2), close to Iris Blue (# 03B4C8). Both shades are visible against a light background and echo the official Amazon palette.