Amazon has undergone a major aesthetic overhaul, combining over 50 sub-brands to form one unified brand identity. Spanning 15 global markets, Amazon's new branding is a concise and considered update ...

Design agency Koto has collaborated with online retailer Amazon's design team Amazon XCM in a rebrand of the company's distinct smile logo, while simplifying the identity of over 50 Amazon sub-brands.

All three of these corporate behemoths’ updated wordmarks are somewhat heavier than their predecessors, while not representing radical changes. Unlike Walmart’s brutalist look of a generation ago, ...