![]() ![]() Turner Duckworth proposed using the smile alone as a visual for the shipping boxes, turning the boxes into "smile boxes." This decision allowed the boxes to be used as a marketing vehicle and to give a good impression of the company during the millions of monthly mailings, thus allowing them to "deliver smiles to your door."įinally, the smile has become a branding element as recognizable as the logo itself. Jeff Bezos, being very cost conscious, did not want to pay for other branding elements or packaging design. By doing so, he was able to save costs by cutting down on marketing research, approval meetings, and revisions. The Turner Duckworth agency noted that it was a fairly quick branding project since Jeff Bezos attended all the meetings and approved everything himself. Bezos was able to preserve the original meaning while simplifying his logo. He is showing that on his site you will find everything you need and with a smile. The logo also still shows that he offers a huge diversity of products from the letter A to Z. The "A" and the river or path are all still present. Even through the many iterations, Jeff Bezos has kept all of the original elements of the logo. The current logo was introduced in 2000, changing the yellow curve slightly to represent a smile, which goes from A to Z. This logo introduced the yellow/orange curved underline, emphasizing the word Amazon. This logo seemed too serious, so for the second version, they added a little color by making the "O" yellow.Ī new logo, closer resembling the one we know today, was used between 19. The first was more refined, with the website name "" accompanied by the slogan "Earth's Biggest Bookstore" in black serif font. He hired designers from the firm Turner Duckworth to design the perfect logo. There was good intention behind wanting to incorporate the "A" in the logo, but the idea was poorly executed. He decided to use a background that was blue like a river with the shape of a trapezoid forming the letter "A" and the Amazon river or a forest path crossing the trapezoid.ĭuring the next two years, a black and white version appeared as well as a "zebra" version, which existed only one year. In 1995, Jeff Bezos wanted to create a logo for Amazon that represented his vision. He also wanted to emphasize that he had a library of books as vast as the Amazon River located in South America. In addition, he liked that the word Amazon represented the Amazonian forest and its wild and exotic side. He wanted a word that began with "A" so it would come up first in alphabetical searches. By always investing their profits in the company, they were able to grow very fast and become one of the biggest players in online business as we know it today.įirst of all, why did Jeff Bezos choose the word Amazon? It’s simple. However, the name was changed because it sounded too much like the word "corpse." Initially, Amazon was only selling books online, which allowed them to grow very quickly, generating a revenue of over $20,000 per week in the first two months of operation. ![]() The company was founded in 1994 in Seattle, and was called "Cadabra" at the time. Now one of the giants of the retail industry, it goes without saying that Amazon has quickly carved out a place for itself among the most influential brands. ![]()
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