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Amazon quietly changed its app icon after some unfavorable ...

02-03-2021 · The old "new" icon is on the left, the update is on the right. The new icon, the first design change in more than five years, replaces the shopping cart and ditches the word "Amazon," but …

02-03-2021
jeff bezos smiling

New York (CNN Business)Amazon has quietly changed the design of its new app icon, replacing the blue ribbon on top that drew some unfavorable comparisons.

Users of the Amazon Shopping app will now see a brown box that resembles a parcel with a blue strip that looks like packaging tape above the company's signature arrow in the shape of a smile.

Amazon introduced the initial new icon in a handful of international markets in late January, but has now changed the design of the blue tape after some said it resembled a toothbrush-style mustache, similar to the one worn by Adolf Hitler.

"I completely missed that amazon quietly tweaked its new icon to make it look... less like hitler," wrote Alex Hern, a technology editor for the Guardian, on Twitter.

The new icon, the first design change in more than five years, replaces the shopping cart and ditches the word "Amazon," but displays the company's smiling arrow logo more prominently. The blue tape looks like it's being torn off, as if opening the package.

"We designed the new icon to spark anticipation, excitement, and joy when customers start their shopping journey on their phone, just as they do when they see our boxes on their door step," an Amazon spokesperson said. The app icon was tweaked based on user feedback.

Only iOS users in the United Kingdom, Spain, Italy and Netherlands saw the Hitler-esque logo over the past few weeks. The updated logo rolled out worldwide for iOS users last week. Android users will see the new logo beginning this week.

Why Did They Change the Amazon Logo Again?

The first time the logo changed, the Amazon executives wanted it to resemble the Amazon boxes we receive when we order a package. So, it had the classic Amazon smiley arrow on a tan square with some blue scraggly tape above it. Many web users, however, noticed a resemblance to a certain historical figure: Adolf Hitler. So, the

The Amazon logo on the mobile Amazon icon that’s been sitting on many of our phones for years now changed for the first time back in January after five years of being a shopping cart. Now, the Amazon logo has changed again.

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The first time the logo changed, the Amazon executives wanted it to resemble the Amazon boxes we receive when we order a package. So, it had the classic Amazon smiley arrow on a tan square with some blue scraggly tape above it. Many web users, however, noticed a resemblance to a certain historical figure: Adolf Hitler. So, the Amazon logo has changed again.

amazon

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Amazon changed its logo twice due to criticism the first time.

Once people saw the Amazon logo’s resemblance to Hitler, they couldn’t unsee it. But why did it look like that in the first place? An Amazon spokesperson said, “Amazon is always exploring new ways to delight our customers. We designed the new icon to spark anticipation, excitement, and joy when customers start their shopping journey on their phone, just as they do when they see our boxes on their doorstep.”

Man, now, whenever I look at the new #Amazon app logo, I think of Hitler.

— Ian Crossland (@IanCrossland) March 7, 2021

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They wanted the new logo to excite its users, but they were definitely excited in a different way. Many were tweeting about Amazon’s change with some pretty comical perspectives. One user tweeted, “My parents use Amazon nearly every day. They’re going to be lost for the next few days. When they ask where Amazon’s gone, I’ll tell them to look for the cardboard Hitler…”

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For many people, it was the scraggly blue tape that did it for them. It has the same jagged edge as a classic Hitler mustache, and it became impossible to not associate Amazon with Hitler when looking at their first new logo design.

Amazon changed their logo again, and many believe it’s because the first time didn’t go so well.

Although a spokesperson has not cited the backlash against the original logo change, many people believe that’s why they changed the Amazon logo again. Now, they’ve quietly changed the blue tape on the logo to no longer be jagged, and instead have a dog-eared corner, a nod to their inception as a book-selling business.

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People now think it looks like the character Aang from Avatar: The Last Airbender, and honestly, they’re not wrong. It’s definitely a step up from Hitler, but it looks like as long as there’s a smile on the logo, it’s always going to resemble someone.

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Some people are annoyed that Amazon changed their logo again.

While many think it’s pretty funny that such a large corporation made such a major blunder, others think that this is just “cancel culture” in overtime. One person even tweeted, “People are getting triggered by anything these days. This comment might trigger you…” in response to the logo change.

I think we are really lost here in Germany. #Amazon now had to change the new logo again because people recognized Hitler's beard in it and felt offended by it. pic.twitter.com/dDSLOb02x0

— DER GOLDREPORT - #SILVERSQUEEZE (@DerGoldreport) March 4, 2021

Others offered up the solution and said, “The easy fix ... avoid Amazon!” That’s definitely a viable solution considering the scrutiny Amazon has been under for wage discrepancies and widening class divisions. And one Twitter user so astutely pointed out that even if Amazon changed its logo to appease criticism, Hitler’s manifesto, Mein Kampf, is a best seller on the platform.

Why did Amazon change their logo?

03-03-2021 · Has Amazon responded as to why they changed their logo again? Amazon did not confirm they changed their logo because of the Hitler trolls online, instead they said the app icon is designed to "be...

03-03-2021

AMAZON quietly changed their app design again after their oddly ripped blue tape drew some unfavorable comparisons.

In January, Amazon ditched their classic shopping chart app design in favor of the company's smiling-face-arrow on a package box with a ridged piece of blue tape.

Amazon changed their new logo (left to right) after social media user trolled the company saying it looked like the bottom half of Adolf Hitler's face
Amazon changed their new logo (left to right) after social media user trolled the company saying it looked like the bottom half of Adolf Hitler's faceCredit: Getty Images - Getty

People on Twitter were quick to point out how Amazon's blue tape design looked a bit like the mustache of German dictator Adolf Hitler.

Users who have the Amazon app downloaded on their smart phones will now see a brown box with the blue strip quietly folded above the company's arrow.

The new design was quickly tweaked to remove any similarity to former Nazi chief.

The image was meant to resemble one of the US shopping giant's brown delivery boxes emblazoned with its "smile" logo.

Amazon's new app logo now resembles a blue strip that looks like packing tape above the company's signature arrow
Amazon's new app logo now resembles a blue strip that looks like packing tape above the company's signature arrowCredit: Getty Images - Getty

But jokesters on social media thought the new logo looked just like a grinning Fuhrer.

What were people on Twitter saying about Amazon's logo?

Twitter users quickly pointed out how the symbol looked like the bottom half of Hitler's face, with the tape representing the genocidal dictator's famous trimmed moustache.

"Amazon isn't pulling any punches with its new Hitler-stache logo, eh?" one tweeter wrote.

Another Twitter dweller – tongue firmly in cheek – said: "Amazon needs to rethink this logo, or there will be Heil to pay.

"They’ll feel the Führer of social media anger over this. It will Reich their credibility."

Twitter dwellers were trolling Amazon's app logo, saying, 'Amazon needs to rethink this logo, or there will be Heil to pay'
Twitter dwellers were trolling Amazon's app logo, saying, 'Amazon needs to rethink this logo, or there will be Heil to pay'Credit: Reuters

They added: "Seriously, though, who approved Smiling Mouth And Hitler ‘Stache as a new logo for Amazon?"

"Well it happened.. my Amazon app icon finally updated to the cardboard hitler...," another Twitter user wrote.

Despite the backlash, some people showered the new logo with praise.

"I personally am able to forgive Amazon of their crimes against humanity now that they have such an adorable logo," someone tweeted.

Has Amazon responded as to why they changed their logo again?

Amazon did not confirm they changed their logo because of the Hitler trolls online, instead they said the app icon is designed to "be instantly recognizable to our customers around the world".

“Amazon is always exploring new ways to delight our customers,” a Amazon told Snopes.

“We designed the new icon to spark anticipation, excitement, and joy when customers start their shopping journey on their phone, just as they do when they see our boxes on their doorstep.

Amazon did not address the Hitler trolls online, instead said the app icon is designed to 'be instantly recognizable to our customers around the world'
Amazon did not address the Hitler trolls online, instead said the app icon is designed to 'be instantly recognizable to our customers around the world'Credit: Reuters

“The mobile app icon is designed to be instantly recognizable to our customers around the world.

"The new design features a brown delivery package and a hint of tape as the backdrop for the Amazon smile, which is now recognized around the world," the company added.

What other companies changed their logos after unfavorable comparisons?

In 2014, AirBnB's logo was being compared butts and all other body parts.

The company's icon The icon, which the company's calling the "Bélo," cleverly contains a few distinct elements: A heart, a location pin, a … weirdly enthusiastic person, and an A, for Airbnb.

In 2019, Twitter trolled Slack saying the company's hashtag logo looked like a swastika.

A Twitter user pointed out Slack's logo, saying, "A friend told me that the new Slack logo looks like a swastika made of d**** and now I can’t unsee it."

To the Twitter dweller's tweet, someone responded, "Damnit. I just spat up my coffee. Here’s your internet gold. Now all I can see when I see the new slack logo, is a very inclusive circle jerk."

People also ask
  • Why did they change the Amazon box icon?

    Credit: amazon Amazon wouldn't officially admit that this was the reason for the change. In a statement to The Verge, the company said it "designed the new icon to spark anticipation, excitement, and joy when customers start their shopping journey on their phone, just as they do when they see our boxes on their door step.”

    Amazon's got a new iOS and Android app icon again.

    The company introduced a new icon for its mobile apps a month ago, replacing the old "shopping cart" icon with one that combined Amazon's smile logo and a blue adhesive tape strip on a brown background, as a nod to Amazon's shipping boxes.

    The problem with that design, apparently, was that the adhesive tape strip looked a bit too much like the mustache of Adolf Hitler, which was noticed on social media. The new design is very similar, but the adhesive tape strip has been redesigned to look nothing like a mustache.

    The new Amazon app icon on iOS and Android.

    The new Amazon app icon on iOS and Android. Credit: amazon

    Amazon wouldn't officially admit that this was the reason for the change. In a statement to The Verge, the company said it "designed the new icon to spark anticipation, excitement, and joy when customers start their shopping journey on their phone, just as they do when they see our boxes on their door step.”

    Frankly, I didn't notice the mustache similarity when I first covered the icon change — though once someone tells you about it, you cannot unsee it. In any case, when your icon design has any similarity to one of the worst persons in history, you probably don't want to wait too long to change it.

    Amazon changes app icon again, ditching that problematic
  • Why did Amazon change the app icon on their website?

    "We designed the new icon to spark anticipation, excitement, and joy when customers start their shopping journey on their phone, just as they do when they see our boxes on their door step," an Amazon spokesperson said. The app icon was tweaked based on user feedback.
    jeff bezos smiling

    New York (CNN Business)Amazon has quietly changed the design of its new app icon, replacing the blue ribbon on top that drew some unfavorable comparisons.

    Users of the Amazon Shopping app will now see a brown box that resembles a parcel with a blue strip that looks like packaging tape above the company's signature arrow in the shape of a smile.

    Amazon introduced the initial new icon in a handful of international markets in late January, but has now changed the design of the blue tape after some said it resembled a toothbrush-style mustache, similar to the one worn by Adolf Hitler.

    "I completely missed that amazon quietly tweaked its new icon to make it look... less like hitler," wrote Alex Hern, a technology editor for the Guardian, on Twitter.

    The new icon, the first design change in more than five years, replaces the shopping cart and ditches the word "Amazon," but displays the company's smiling arrow logo more prominently. The blue tape looks like it's being torn off, as if opening the package.

    "We designed the new icon to spark anticipation, excitement, and joy when customers start their shopping journey on their phone, just as they do when they see our boxes on their door step," an Amazon spokesperson said. The app icon was tweaked based on user feedback.

    Only iOS users in the United Kingdom, Spain, Italy and Netherlands saw the Hitler-esque logo over the past few weeks. The updated logo rolled out worldwide for iOS users last week. Android users will see the new logo beginning this week.

    Amazon quietly changed its app icon after some unfavorable
  • What do you think of the new Amazon icon?

    At first glance, there's lots to like about the new icon. By placing the smile, perhaps Amazon's most recognisable visual asset, front and centre, it comes across as a simple yet confident design. It's also bound to stand out on your homescreen.

    Amazon has never been particularly synonymous with stylish design. From its homepage to its packaging, the company's aesthetic is perhaps best described as 'functional'. But last month's new Amazon's app icon felt like a rare foray into sleek and striking minimalism – until users spotted the rather unfortunate design fail. And now, mere weeks later, Amazon has already fixed it.

    Appearing on several regional app stores, the new icon (below) features Amazon's signature arrow/smile on a brown background (presumably based on its cardboard boxes), along with a hint of the company's bright blue parcel tape. (Check out our logo design guide if you're looking for more inspiration.)

    Amazon app icons

    The new logo (right) vs. the previous version (left) (Image credit: Amazon/Future owns)

    At first glance, there's lots to like about the new icon. By placing the smile, perhaps Amazon's most recognisable visual asset, front and centre, it comes across as a simple yet confident design. It's also bound to stand out on your homescreen. In a sea of overly-minimal logos on white backgrounds (yes, Google, we're talking about you), Amazon's effort is likely to draw your attention. Indeed, none of our best iOS app icons are also based on cardboard. 

    But while some corners of the internet love the new icon, others spotted a somewhat unfortunate design flaw – and once you see it, it can never be unseen. It's all about that tiny strip of blue tape. When placed above the 'smile', it looks a little like a moustache. And not just any moustache, but, according to Twitter, a rather familiar one.

    Someone should tell @amazon that a mouth with a little moustache is a big no-go... https://t.co/bqQSDFYhHmJanuary 26, 2021

    See more

    My parents use Amazon nearly every day. They’re going to be lost for the next few days. When they ask where Amazon’s gone, I’ll tell them to look for the cardboard Hitler… https://t.co/u1YcJUBNSNJanuary 26, 2021

    See more

    New Amazon icon is 😍 https://t.co/FkoWSfaDy6January 25, 2021

    See more

    God dammit. I really liked this icon design, but now I’m cursed with this interpretation. https://t.co/8g7TTcQQ5IJanuary 26, 2021

    See more

    New icon for the Amazon app? This is infinitely more elegant, and a little playful. I love it! pic.twitter.com/gJChQxsDCNJanuary 25, 2021

    See more

    Amazons new App logo Does not remind me of Hitler... Amazons new App logo Does not remind me of Hitler... Amazons new App logo Does not remind me of Hitler... pic.twitter.com/CAx0kWKeDmJanuary 26, 2021

    See more

    I see Hitler smirking https://t.co/rQvLVWYkCZJanuary 26, 2021

    See more

    And it seems Amazon has taken note. Over the last week, company has quietly rolled another new app icon featuring a subtle tweak to that parcel tape moustache. Gone is the jagged edge in favour of a straighter (read: less hairy) cut, while a peeled back corner screams: 'guys, this is tape. It's definitely not moustache. Okay?'

    Amazon app icon

    The new logo (left) vs the new, new logo (right) (Image credit: Amazon)

    If we're honest, we'd have preferred to see Amazon do away with the distracting blue tape altogether, leaving just the minimal arrow/smile atop the cardboard brown. But hey, at least the new version looks a lot less like you-know-who.

    As these 12 infamous design fails show, Amazon is no means the first company to get into hairy situation, design-wise. And if you fancy changing Amazon's icon yourself, you can – here's how to customise your iOS 14 homescreen icons.

    Read more:

    Today's best Amazon Prime Student deals

    Amazon just fixed its controversial new app icon
  • Why did the Amazon logo change?

    The first time the logo changed, the Amazon executives wanted it to resemble the Amazon boxes we receive when we order a package. So, it had the classic Amazon smiley arrow on a tan square with some blue scraggly tape above it. Many web users, however, noticed a resemblance to a certain historical figure: Adolf Hitler.

    The Amazon logo on the mobile Amazon icon that’s been sitting on many of our phones for years now changed for the first time back in January after five years of being a shopping cart. Now, the Amazon logo has changed again.

    Article continues below advertisement

    The first time the logo changed, the Amazon executives wanted it to resemble the Amazon boxes we receive when we order a package. So, it had the classic Amazon smiley arrow on a tan square with some blue scraggly tape above it. Many web users, however, noticed a resemblance to a certain historical figure: Adolf Hitler. So, the Amazon logo has changed again.

    amazon

    Article continues below advertisement

    Amazon changed its logo twice due to criticism the first time.

    Once people saw the Amazon logo’s resemblance to Hitler, they couldn’t unsee it. But why did it look like that in the first place? An Amazon spokesperson said, “Amazon is always exploring new ways to delight our customers. We designed the new icon to spark anticipation, excitement, and joy when customers start their shopping journey on their phone, just as they do when they see our boxes on their doorstep.”

    Man, now, whenever I look at the new #Amazon app logo, I think of Hitler.

    — Ian Crossland (@IanCrossland) March 7, 2021

    Article continues below advertisement

    They wanted the new logo to excite its users, but they were definitely excited in a different way. Many were tweeting about Amazon’s change with some pretty comical perspectives. One user tweeted, “My parents use Amazon nearly every day. They’re going to be lost for the next few days. When they ask where Amazon’s gone, I’ll tell them to look for the cardboard Hitler…”

    Article continues below advertisement

    For many people, it was the scraggly blue tape that did it for them. It has the same jagged edge as a classic Hitler mustache, and it became impossible to not associate Amazon with Hitler when looking at their first new logo design.

    Amazon changed their logo again, and many believe it’s because the first time didn’t go so well.

    Although a spokesperson has not cited the backlash against the original logo change, many people believe that’s why they changed the Amazon logo again. Now, they’ve quietly changed the blue tape on the logo to no longer be jagged, and instead have a dog-eared corner, a nod to their inception as a book-selling business.

    Article continues below advertisement

    People now think it looks like the character Aang from Avatar: The Last Airbender, and honestly, they’re not wrong. It’s definitely a step up from Hitler, but it looks like as long as there’s a smile on the logo, it’s always going to resemble someone.

    Article continues below advertisement

    Some people are annoyed that Amazon changed their logo again.

    While many think it’s pretty funny that such a large corporation made such a major blunder, others think that this is just “cancel culture” in overtime. One person even tweeted, “People are getting triggered by anything these days. This comment might trigger you…” in response to the logo change.

    I think we are really lost here in Germany. #Amazon now had to change the new logo again because people recognized Hitler's beard in it and felt offended by it. pic.twitter.com/dDSLOb02x0

    — DER GOLDREPORT - #SILVERSQUEEZE (@DerGoldreport) March 4, 2021

    Others offered up the solution and said, “The easy fix ... avoid Amazon!” That’s definitely a viable solution considering the scrutiny Amazon has been under for wage discrepancies and widening class divisions. And one Twitter user so astutely pointed out that even if Amazon changed its logo to appease criticism, Hitler’s manifesto, Mein Kampf, is a best seller on the platform.

    Why Did They Change the Amazon Logo Again?
Amazon just fixed its controversial new app icon ...

01-03-2021 · Amazon has never been particularly synonymous with stylish design. From its homepage to its packaging, the company's aesthetic is perhaps best described as 'functional'. But last month's new Amazon's app icon felt like a rare foray into sleek and striking minimalism – until users spotted the rather unfortunate design fail. And now, mere weeks later, Amazon has already fixed it.

01-03-2021

Amazon has never been particularly synonymous with stylish design. From its homepage to its packaging, the company's aesthetic is perhaps best described as 'functional'. But last month's new Amazon's app icon felt like a rare foray into sleek and striking minimalism – until users spotted the rather unfortunate design fail. And now, mere weeks later, Amazon has already fixed it.

Appearing on several regional app stores, the new icon (below) features Amazon's signature arrow/smile on a brown background (presumably based on its cardboard boxes), along with a hint of the company's bright blue parcel tape. (Check out our logo design guide if you're looking for more inspiration.)

Amazon app icons

The new logo (right) vs. the previous version (left) (Image credit: Amazon/Future owns)

At first glance, there's lots to like about the new icon. By placing the smile, perhaps Amazon's most recognisable visual asset, front and centre, it comes across as a simple yet confident design. It's also bound to stand out on your homescreen. In a sea of overly-minimal logos on white backgrounds (yes, Google, we're talking about you), Amazon's effort is likely to draw your attention. Indeed, none of our best iOS app icons are also based on cardboard. 

But while some corners of the internet love the new icon, others spotted a somewhat unfortunate design flaw – and once you see it, it can never be unseen. It's all about that tiny strip of blue tape. When placed above the 'smile', it looks a little like a moustache. And not just any moustache, but, according to Twitter, a rather familiar one.

Someone should tell @amazon that a mouth with a little moustache is a big no-go... https://t.co/bqQSDFYhHmJanuary 26, 2021

See more

My parents use Amazon nearly every day. They’re going to be lost for the next few days. When they ask where Amazon’s gone, I’ll tell them to look for the cardboard Hitler… https://t.co/u1YcJUBNSNJanuary 26, 2021

See more

New Amazon icon is 😍 https://t.co/FkoWSfaDy6January 25, 2021

See more

God dammit. I really liked this icon design, but now I’m cursed with this interpretation. https://t.co/8g7TTcQQ5IJanuary 26, 2021

See more

New icon for the Amazon app? This is infinitely more elegant, and a little playful. I love it! pic.twitter.com/gJChQxsDCNJanuary 25, 2021

See more

Amazons new App logo Does not remind me of Hitler... Amazons new App logo Does not remind me of Hitler... Amazons new App logo Does not remind me of Hitler... pic.twitter.com/CAx0kWKeDmJanuary 26, 2021

See more

I see Hitler smirking https://t.co/rQvLVWYkCZJanuary 26, 2021

See more

And it seems Amazon has taken note. Over the last week, company has quietly rolled another new app icon featuring a subtle tweak to that parcel tape moustache. Gone is the jagged edge in favour of a straighter (read: less hairy) cut, while a peeled back corner screams: 'guys, this is tape. It's definitely not moustache. Okay?'

Amazon app icon

The new logo (left) vs the new, new logo (right) (Image credit: Amazon)

If we're honest, we'd have preferred to see Amazon do away with the distracting blue tape altogether, leaving just the minimal arrow/smile atop the cardboard brown. But hey, at least the new version looks a lot less like you-know-who.

As these 12 infamous design fails show, Amazon is no means the first company to get into hairy situation, design-wise. And if you fancy changing Amazon's icon yourself, you can – here's how to customise your iOS 14 homescreen icons.

Read more:

Today's best Amazon Prime Student deals

Amazon changes app icon again, ditching that problematic ...

02-03-2021 · In a statement to The Verge, the company said it "designed the new icon to spark anticipation, excitement, and joy when customers start their shopping journey on …

02-03-2021

Amazon's got a new iOS and Android app icon again.

The company introduced a new icon for its mobile apps a month ago, replacing the old "shopping cart" icon with one that combined Amazon's smile logo and a blue adhesive tape strip on a brown background, as a nod to Amazon's shipping boxes.

The problem with that design, apparently, was that the adhesive tape strip looked a bit too much like the mustache of Adolf Hitler, which was noticed on social media. The new design is very similar, but the adhesive tape strip has been redesigned to look nothing like a mustache.

The new Amazon app icon on iOS and Android.

The new Amazon app icon on iOS and Android. Credit: amazon

Amazon wouldn't officially admit that this was the reason for the change. In a statement to The Verge, the company said it "designed the new icon to spark anticipation, excitement, and joy when customers start their shopping journey on their phone, just as they do when they see our boxes on their door step.”

Frankly, I didn't notice the mustache similarity when I first covered the icon change — though once someone tells you about it, you cannot unsee it. In any case, when your icon design has any similarity to one of the worst persons in history, you probably don't want to wait too long to change it.

People Were Upset Over Amazon's New App Icon. The Company ...

23-02-2021 · People Were Upset Over Amazon's New App Icon. The Company's Response Is a Brilliant Example of Emotional Intelligence A subtle change shows the company is listening.

23-02-2021

I wrote last month about Amazon's new app icon that had started popping up in different parts of the world with a software update. At the time, I argued it was a smart move because the new icon capitalized on the goodwill people associate with receiving a package from  Amazon.

Others, however, saw the icon differently. Specifically, they pointed out how the icon bore an unfortunate resemblance to the signature mustache of one particularly unpopular historical figure. 

They weren't entirely wrong. You could certainly find an allusion to a certain World War II-era German dictator if you wanted to, even if it's in an icon that was clearly meant to resemble the side of an Amazon box with its signature smile and blue tape. 

I still thought the overall redesign was a great way for the company to capitalize on its most effective and valuable brand asset: Its brown boxes. At the time, I wrote:

The thing about shopping on Amazon is to get the box. That's the physical experience. Opening your front door, bringing a brown box with blue tape, and opening it up. The box is the experience because it represents the thing you want to have. 

The point is, you don't use the app to fill a shopping cart, you use the app to get the box. Everyone likes getting a box from Amazon. The new app icon sort of says, "Want that feeling? Tap me."

On Monday, however, Amazon rolled out the app icon with an update. This time it had a small tweak that was almost certainly in response to the backlash. In place of the square piece of tape with a ragged cut edge, it now features a more squared-off piece with a folded corner.

inline image

We'll set aside that the new app icon is almost guaranteed to trigger those of us who have an obsessive-compulsive reaction to imperfect packing tape (it's a real thing, leave me alone). The new version is brilliant exactly because it shows the company is listening.

In fact, it reminds me of something Jeff Bezos said in an interview in 2018. 

"First, look in a mirror and decide if your critics are right," Bezos said. "If they are, change." That appears to be exactly what Amazon did. It recognized that its effort to update its icon might give some people the wrong idea, saw that it wasn't worth digging in on, and changed the icon.

That isn't always easy, and it's a great example of emotional intelligence. The newest version still communicates the exact same sentiment that I described previously about the box, now without any mixed connotation. It's not often that giant companies make changes like this, and the fact that Amazon made a subtle tweak is pure marketing genius.

Think about how much benefit they got from the most minor of changes. Sure, you can argue they should have seen it before, and never released the previous version. That's fair, I suppose, though I'd argue that the previous version was just fine. It was very clear that it was meant to resemble a box and tape and the e-commerce company's logo. 

Then again, I suppose when you're one of the largest, most powerful companies on the planet, and facing criticism for the amount of control you have over the everyday lives of Americans, it's best to avoid any allusion to smirking dictators. 

Explained: Here’s why Amazon was forced to change its new ...

11-03-2021 · The new logo design of Amazon featured Amazon’s signature curved arrow against a brown background. Several social media users were quick to notice that the jagged edges of the blue tape closely…

11-03-2021

After changing its app icon for the first time in more than five years, e-commerce giant Amazon was compelled to tweak the new design just weeks later after social media users pointed out that it bore resemblance to the toothbrush moustache famously associated with German dictator Adolf Hitler.

Following customer feedback, Amazon quietly rolled out a slight update to the icon, which was first unveiled in January. “Amazon is always exploring new ways to delight our customers. We designed the new icon to spark anticipation, excitement, and joy when customers start their shopping journey on their phone, just as they do when they see our boxes on their doorstep,” a spokesperson for the company said.

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https://images.indianexpress.com/2020/08/1x1.png

Why did the new logo spark controversy?

The new logo design, which had begun to appear on several regional app stores, featured Amazon’s signature curved arrow — made to look like a smile — against a brown background, presumably inspired by the cardboard boxes used to deliver Amazon products. But it was a small blue strip of packaging tape at the top of the new logo that sparked a storm online.

Is it just me, or does Amazon’s new icon look like a happy Hitler face?
Now you can’t unsee this either 🤣 pic.twitter.com/6TY5DOFPZT

— Chris ProducerWriter (@VitalRockStudio) March 1, 2021

Several social media users were quick to notice that the jagged edges of the blue tape closely resembled Hitler’s characteristic toothbrush moustache. “It’s not just a ripped scotch tape, it’s a ripped scotch tape that has a similar shape and is right on top of a smiling mouth. Looks like a happy little cardboard Adolf to me,” one social media user tweeted.

Hi @JasonAten

Theres nothing brilliant about this design. There is nothing iconic about it, it’s absolutely horrible …

It will probably be abandoned. It looks like a smirking hitler.

How did @Amazon nazi that? I expect media to be better informed.https://t.co/rHSMAqK1XC

— BruceBurke (@BruceQBurke) January 28, 2021

How did Amazon respond to the controversy?

On February 22, the company debuted its updated version of the icon on the iPhone, and on Monday, it was updated on Android. This time the blue strip was made to look like a folded over piece of tape.

Also in Explained |New research: Software shows promise of vaccine against influenza, possibly coronavirus too

“Amazon’s new iOS app logo attempt 2: now with 15% less Hitler,” a social media user tweeted. However, the company has not addressed whether the subtle design change was in response to comparison to the Nazi dictator.

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Have other brands come under fire for Nazi imagery?

Several brands have come under fire in recent years for using Nazi imagery or selling products that promote hate speech and anti-semitism. In fact, this is not the first time Amazon has run into controversy for using Nazi images. In 2015, subway trains in New York were plastered with posters for the Amazon Prime show ‘Man in the High Castle’. However, many riders complained about the posters, as they featured swastikas and other Nazi insignia.

Should The MTA Allow These Nazi Insignias On Subway Cars? https://t.co/aWMZ5Snnn5 pic.twitter.com/Pnu25bQvhP

— Gothamist (@Gothamist) November 23, 2015

In July last year, fast fashion retailer Shein faced backlash for selling a “metal pendant necklace” that appeared to be shaped like a swastika. Following widespread criticism, the necklace was removed from the website.

Last month, Marvel made changes to its latest issue of the Immortal Hulk comic after several readers objected to antisemitic imagery included in the story. A report in CBR.com states that the “name of the store, written in reverse in the store’s window, was ‘Cronemberg’s Jewery’, with a Star of David, a noted Jewish symbol, in the window”.

It is also not uncommon for customers to file lawsuits against companies for what they believe are offensive logos or messaging. Recently, e-commerce website Myntra was forced to change its logo after a Mumbai-based activist lodged a complaint with the state cyber police, alleging that the company’s signage was “insulting and offensive” towards women.

The complaint was lodged by a woman named Naaz Patel, the founder of an NGO called Avesta Foundation. She filed the complaint in December last year, demanding the removal of the logo and calling for action to be taken against the company. Patel alleged that the old logo resembled a naked woman.

Why did Amazon change its app logo? Amazon logo ...

Why did Amazon change its app logo? Amazon changed its logo after five years of using the old one. The new logo was designed to match the organisations packaging received by the customers at their doorstep. The new logo continues to have a delightful smile at the centre with tape on the top. But, the plan side-tracked when millennials pointed out the logo's uncanny resemblance to the infamous …

Amazon.com, one of the largest e-commerce platforms around the world, changed its logo this year to something very controversial. Soon after the new logo was launched, people around the world found it quite offensive. That is the reason why many customers have been wondering about "why did Amazon change its app logo?" and "what happened to the Amazon logo?" If you have been wondering about the same, then do not worry here is all you need to know about it. 

Also Read | iPhone X explodes in the pocket; Man sues Apple for second-degree burns

Why did Amazon change its app logo?

Amazon changed its logo after five years of using the old one. The new logo was designed to match the organisations packaging received by the customers at their doorstep. The new logo continues to have a delightful smile at the centre with tape on the top. But, the plan side-tracked when millennials pointed out the logo's uncanny resemblance to the infamous German dictator, Adolf Hitler. The Amazon logo's jagged edges of the blue tape closely resembled Hitler’s characteristic toothbrush moustache.

Hi @JasonAten Theres nothing brilliant about this design. There is nothing iconic about it, it’s absolutely horrible ... It will probably be abandoned. It looks like a smirking hitler.

How did @Amazon nazi that? I expect media to be better informed.https://t.co/rHSMAqK1XC

— BruceBurke (@BruceQBurke) January 28, 2021

Also Read | WhatsApp Desktop app now allows video calling, know details here

With many netizens calling out this new Amazon Adolf Hitler logo offensive for the community, Amazon was forced to change the new logo from jagged edges of the blue tape to a simple folded blue tape. However, social media users still believe that the organisation's attempt to represent the delightful smile of their customers on the Amazon logo has failed and it rather displays a happy Hitler face. The change in the new logo took place on February 22 after the e-commerce giant acknowledged the feedback of its user.

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Amazon also responded immediately about the incident. A company spokesperson said: “Amazon is always exploring new ways to delight our customers. We designed the new icon to spark anticipation, excitement, and joy when customers start their shopping journey on their phone, just as they do when they see our boxes on their doorstep.”

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This is not the first time when an e-commerce organisation was forced to change its logo for displaying offensive resemblance. Something similar happened with Myntra.com, an e-commerce platform when an Indian activist called out the Myntra logo offensive for women as it allegedly displayed a naked woman. Later the company had to change the "M" logo. 

Amazon has a new iOS app icon design

26-01-2021 · The new icon has only three elements: Amazon's smile logo, a blue "haircut" and a brown background, all obvious nods to Amazon's shipping boxes (below). Credit: amazon.

26-01-2021

You may have stopped noticing it, but the logo of Amazon's mobile app hasn't changed in ages — it simply said "Amazon" over a blue shopping cart on a white background, and it wasn't exactly modern.

Now, The Verge noticed that the company has a new, more colorful, and frankly just plain nicer "smiley" logo. It's not yet live everywhere, but it's visible in a few places, such as the Amazon app page on Apple's UK App Store.

Mashable Image

Credit: screenshot: apple / amazon

The new icon has only three elements: Amazon's smile logo, a blue "haircut" and a brown background, all obvious nods to Amazon's shipping boxes (below).

Mashable Image

Credit: amazon

As you can see below, Amazon's app for Android still sports the ole' shopping cart icon, but that will probably change soon.

Mashable Image

Credit: screenshot: google / amazon

Regardless of what you think of the new design, it'll certainly be easier to notice among other apps, whose icons often consist of thingies on a white background (we're looking at you, Google).

Related Video: Andrew Yang thinks Big Tech and capitalism need to be reined in ASAP

Amazon Changes New App Icon After Hitler Mustache Comparisons

28-02-2021 · Amazon's done some much-needed trimming to its new app icon after users noticed it looked a lot like a very infamous mustache -- Hitler's. The company just made a …

28-02-2021

Amazon's done some much-needed trimming to its new app icon after users noticed it looked a lot like a very infamous mustache -- Hitler's.

The company just made a rather simple but effective fix to the new design, which was updated in January from the longtime blue shopping cart logo to a brown cardboard box-colored icon.

The new icon featured its well-known smiling arrow with a piece of blue tape -- resembling one of its packages -- but problem was ... people thought the serrated edge of the tape looked like a Hitler-esque mustache.

Obviously, Amazon had no choice but to correct this major design flaw ... so the blue tape's is flat now, with a corner folded back. Looks more like an innocuous nose now.

Hopefully, innocuous ... said the Amazon design team.

Amazon changes app logo that 'resembles Adolf Hitler ...

Brand designer Studio LWD founder Laura Weldon said: "Brands change and tweak their logos all the time. "It reflects well on Amazon that they listened to their customers.

By Cristina Criddle
Technology reporter

Image source, Amazon/Press Association
Image caption,
The offending logo (left) and the revised version (right"

Amazon has quickly changed its main shopping-app logo, after commentators said the recent redesign made it look like Adolf Hitler.

Launched in January, the icon depicts a strip of blue tape over an Amazon "smile" logo.

But some observers said it resembled a toothbrush moustache, associated with the Nazi dictator.

The technology giant has now changed the design to a folded blue tape, following customer feedback.

Amazon told BBC News the first icon had been trialled in a few countries before the change had been made.

Branding agency Coley Porter Bell chief executive Vicky Bullen said: “Unfortunately for Amazon, the visualisation of their parcel tape on the original logo will immediately be associated as a Hitleresque moustache, as that shape is forever embedded in our [subconscious] brains as such - not the best association for a brand that wants to create delight on the doorstep.”

The app logo - which appears on smartphones and tablets - previously showed a graphic of a shopping trolley.

The new design appears to be based on a brown Amazon parcel, with the company's signature smile and blue tape.

Amazon said: “We designed the new icon to spark anticipation, excitement, and joy when customers start their shopping journey on their phone, just as they do when they see our boxes on their doorstep.”

One customer had tweeted: “My parents use Amazon nearly every day.

"They’re going to be lost for the next few days.

"When they ask where Amazon’s gone, I’ll tell them to look for the cardboard Hitler."

Another customer had said: “It’s not just a ripped Scotch tape, it’s a ripped Scotch tape that has a similar shape and is right on top of a smiling mouth - Looks like a happy little cardboard Adolf to me.”

Brand designer Studio LWD founder Laura Weldon said: "Brands change and tweak their logos all the time.

"It reflects well on Amazon that they listened to their customers.

"It's clear they care about what their customers say and put the customer at the heart of what they do.

"That can only be a good thing."

Hitler's face is so recognisable many people claim to "see" it in inanimate objects.

In 2011, an image of a Swansea house that resembled the dictator went viral.

A few years later, a man was "completely horrified" to find his new passport photo made him look like Hitler.

And brand errors related to the Nazis are also not unheard of.

In 2002, sports brand Umbro was criticised after one of its trainers was found to have the same name as the toxic gas the Nazis used to murder millions of people across Europe.

  • Amazon
  • Apps
  • Advertising
  • Adolf Hitler
Did Amazon Change Logo After Users Compared It to Hitler’s ...

What's True. Amazon released a new logo in early 2021 that depicted jagged blue tape positioned above an arrow to represent the company's tell …

A rollout of a new Amazon applications logo in early 2021 sparked online criticism after some social media users pointed out that the technology company’s tell-tale blue tape positioned above an arrow-like smile expressed similarities to a mustache worn by Adolf Hitler.

My parents use Amazon nearly every day. They’re going to be lost for the next few days. When they ask where Amazon’s gone, I’ll tell them to look for the cardboard Hitler… https://t.co/u1YcJUBNSN

— Sam Hutchings (@Smutchings) January 26, 2021

I see Hitler smirking https://t.co/rQvLVWYkCZ

— Criven (@xxcrivvvssjcb) January 26, 2021

And some social media users speculated that the American multinational e-commerce company promptly switched its redesign to counter online criticism, including The Guardian technology editor Alex Hern.

lmao I completely missed that amazon quietly tweaked its new icon to make it look… less like hitler pic.twitter.com/Jh8UC8Yg3u

— alex hern (@alexhern) March 1, 2021

The new icon for the application launched in the United Kingdom, Spain, Italy and the Netherlands on iOS on Jan. 25 and worldwide on iOS on Feb 22. On Android, the icon launched on March 1. But the icon in question was in select countries, and according to an Amazon spokesperson, the company made changes to the original design based on customer feedback before it was rolled out worldwide.

Amazon did not directly comment on whether the change was spurred by online comparisons to Hitler’s mustache. Instead, a spokesperson sent Snopes the below comment:

“Amazon is always exploring new ways to delight our customers,” they said. “We designed the new icon to spark anticipation, excitement, and joy when customers start their shopping journey on their phone, just as they do when they see our boxes on their doorstep.”

This is the first update to the global mobile icon in more than five years and will be visible to customers once their phone applications are updated. It joins new functional updates to the app, including a new bottom navigation, simplified top navigation, and a new color scheme.

“The mobile app icon is designed to be instantly recognizable to our customers around the world,” Amazon told Snopes in an email. “The new design features a brown delivery package and a hint of tape as the backdrop for the Amazon smile, which is now recognized around the world.”

Amazon Changes Its Brand New Logo, the Reason Why Reveals ...

Amazon Changes Its Brand New Logo, the Reason Why Reveals How Crazy Social Media Has Gotten JOIN VIP; ... They thought that for some reason an Amazon logo was the face of Hitler. ... Maybe in part it’s gotten worse because some seem to have way too much time on their hands in a society that has already been jacked around by the pandemic ...

There is no doubt that social media has changed the world and internet communication has brought a lot of wonderful things to our society.

But it also seems to have helped accentuate crazier aspects of society, like tribalism, conspiracy theories and mob mentality. We’ve seen how it can feed cancel culture for example when the leftist mob focuses on a target and then tries to cancel someone or something. We’ve seen for four years the harm of spreading the false Russia collusion conspiracies and every other TDS crazy thing that media/Democrats pushed down the pike.

At this point, it seems like people are just primed to be manipulated by media to find offense at anything the media tells them they should be offended by, otherwise we wouldn’t have the story we have today, the “outrage of the day.”

So let’s start by asking you if you see it without me telling you what it’s supposed to be.

pic.twitter.com/DqKSZQq56Y

— Dr. Nickarama (@nickaramaOG) March 2, 2021

Are you outraged? Are you asking yourself how could those evil people at Amazon do that?

If not, it’s because you haven’t been prompted and aren’t experiencing pareidolia (seeing faces in ordinary objects).

So here’s what the some of the people on social media claimed this was.

Amazon tweaks app icon after comparisons made to Hitler https://t.co/szikAeetSz pic.twitter.com/VHErps3ruK

— New York Post (@nypost) March 2, 2021

They thought that for some reason an Amazon logo was the face of Hitler.

lmao I completely missed that amazon quietly tweaked its new icon to make it look… less like hitler pic.twitter.com/Jh8UC8Yg3u

— alex hern (@alexhern) March 1, 2021

Amazon introduced the new icon on the left in January but then changed it to the icon on the right after getting responses that the one on the left resembled Hitler.

When all you have is a hammer…everything is literally Hitler. https://t.co/ROKLx0qIGv

— Phetasy (@BridgetPhetasy) March 2, 2021

Alternatively, we could all stop allowing ourselves to be governed by hysterics. https://t.co/TkFIq64rhl

— Noah Rothman (@NoahCRothman) March 2, 2021

Maybe it says something about liberals that they keep seeing Nazis in everything from a stage at CPAC to an Amazon logo. But it’s nuts and we shouldn’t be catering to and acceding to such mental illness that social media mania creates.

Alternatively, we could all stop allowing ourselves to be governed by hysterics. https://t.co/TkFIq64rhl

— Noah Rothman (@NoahCRothman) March 2, 2021

Oh, please don’t get them started on something else now.

At what point do people say enough with the cancel culture and being offended by every imaginary image? Or imagining conspiracies and Nazis in the salad? This is not healthy. Maybe in part it’s gotten worse because some seem to have way too much time on their hands in a society that has already been jacked around by the pandemic restrictions.

As we see Texas and other states saying today enough already to the restrictions and the mandates, maybe that will help this other underlying sickness that seems to be pervasive. Unfortunately there are some illnesses in our society right now other than the pandemic that might stay around a bit longer than that.

HT: Twitchy

Amazon logo: Mobile app icon that drew Hitler comparisons ...

02-03-2021 · Amazon did not address the change specifically. However, in a statement to USA TODAY, the company said the app icon update change, the first …

02-03-2021

Amazon has apparently updated the icon for its mobile app that some claimed resembled the face of Adolf Hitler.

The logo in question looked like a cardboard box with the Amazon smile logo imprinted on it. At the top center was a piece of blue shipping tape with jagged edging, which drew comparisons to Hitler's mustache.

As of Tuesday, the icon shows the blue tape with a corner peeled upward, to represent the package being opened.

Several outlets including The Verge reported in January that Amazon had rolled out the initial redesign of the mobile app icon.

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A screenshot of a tweet from Guardian technology editor Alex Hern showing the change in Amazon app icons.

"My parents use Amazon nearly every day," wrote Twitter user @smutchings in January after noticing the redesigned logo. "They’re going to be lost for the next few days. When they ask where Amazon’s gone, I’ll tell them to look for the cardboard Hitler."

"New Amazon logo looks like a cheeky Hitler," wrote user @RSSY_P.

@BMS_Derek sought reassurance that others were also seeing "Cardboard Hitler."

Amazon did not address the change specifically. However, in a statement to USA TODAY, the company said the app icon update change, the first in five years, was part of its strategy to find ways to "delight our customers."

In a statement, the company explained, "We designed the new icon to spark anticipation, excitement, and joy when customers start their shopping journey on their phone, just as they do when they see our boxes on their doorstep."

Follow Brett Molina on Twitter: @brettmolina23.

The History of the Amazon Logo - Art - Design

The Amazon logo was designed by creative agency Turner Duckworth in 2000. But it wasn't always the smiling icon we know. Explore some of its humble beginnings with an in-depth dive into the company's…

Long before Amazon.com was the world’s one-stop shop for practically every product imaginable, it was just an idea buzzing around the head of 30 year old Jeff Bezos. It was 1994 when the Albuquerque native was making a cross-country drive from New York to Seattle as he sketched up the company’s business plan to build the world’s largest bookstore. A born tinkerer, his background in computer science and engineering would be applied with laser focus once he realized how popular the internet was about to become.

It was an opportune moment, a U.S. Supreme Court ruling had been declared that “mail order catalogs were not required to collect sales taxes in states where they lack a physical presence.” This was a brand new fronteer, ripe with opportunity and Bezos knew it. Fully invested in his vision, he resigned from a lucrative position on Wall Street to boot up the business from his garage.

What’s in a Name?

The company was originally founded as “Cadabra”, an abbreviated version of “Abracadabra on July 5, 1994. Bezos changed the name to Amazon a year later after a lawyer misheard its original name over the phone as as “cadaver”. As a result he would experiment with a number of different names, including MakeItSo.com, Browse.com, Bookmall.com and others.

Frustrated when nothing seemed to stick, Bezos went back to basics by thumbing through a dictionary. He decided that the name should definitely start with an A, and perhaps have a Z in it, to represent the wide range of books he would be selling. He settled on Amazon for meeting this criteria, with the added bonus of being the largest river in the world, by a wide margin at that. This was inline with his vision, to completely surpass competitors by several orders of magnitude.

First Iterations

Initial branding attempts were not quite as refined or polished as the emblem we’ve grown accustomed to over the years. The initial prototype featured a giant, bold letter “A” with a winding river cutting through its silhouette and superimposed on an aquatic background. It didn’t win any design awards but it definitely got the company’s momentum to a rolling start.

Amazon Logo History

There would be a number of variations on this theme, each one experimenting with color schemes, icon fills and choices of typography. By 1997 the wordmark had extracted the capital “A” icon. Experimenting with both upper and lowercase, serif and sans the company began to show a glimmer of the iconic palette which has become so representative of this brand.

Amazon Logo History ## A New Direction

By 1998, Amazon was growing exponentially. Unlike many competitors growing in the dot-com bubble, Amazon provided a lot of vanguard features out of the box which revolutionaized the industry. It was one of the first e-commerce sites to incorporate one-click shopping and email order verification. It offered unprecedented convenience for shoppers whil also providing a massive, comprehensive stock of books that would eventually dwarf its brick and mortar counterparts around the world.

Given their success in this sphere, the company would extend its model to include an audio library. The music section would debut on Amazon with over 125,000 titles searchable by artist, song title and label. The site would also receive a style reboot, kicking off a radical series of iterations on the logo as the company struggled to create a visual identity as ubiquitous as its rapidly growing services.

Amazon Logo History

Initial iterations included a lowercase serif logo paired with a book and globe icon. This imagery would become obsolete once the product line would diversify, so changes were made. A sans serif, all-caps wordmark with a large, golden “O” in the middle would last a few months, before morphing into the sans-serif, lowercase font we know so well. Constantly looking towards the future, the company’s ambitions were reflected in its new tagline “Books, Music & More” This logo would remain in place until the company had time to expand on the “More” part of that equation.

The Everything Store

By 2000, the dot-com bubble was at its peak, and Amazon was riding high. Far from complacent with its supremacy in the market, Bezos was constantly looking for ways to expand and improve his business, eventually moving far beyond the realm of consumable media into just about every product imagineable. You don’t make such a huge industrial leap without updating your logo, and this time Jeff wanted to nail it for good - something timeless that would stick with the company moving forward. For this task he turned to creative agency Turner Duckworth who would deliver something definitive and lasting:

Amazon Logo History

The firm was successful in a number of regards here. Firstly the swooping yellow arrow points from the “a” to the “z” of the logo, hitting home Bezos original brainstorm on why Amazon made a good name to begin with. The shape itself has a round-edged, organic quality to it, and the right side actually bends the bottom stem of the “z” upwards, hinting at a smile to represent the stellar customer experience the company had grown famous for. This design element underscores a custom font, which looks quite similar to Officina Sans and opts for a bold face on the “amazon” part of the workmark. The brand proved so effective that it would become recognizeable, even when the company name was omitted in favor of an initial.

Amazon Logo History

Under this timeless brand Amazon remains at the forefront of its industry, continuing to push the envelope for online retail, with everything from ebook readers to delivery via drones and the astonishing automated hub that manages its sprawling and ever-growing inventory of products. This is a company that has never been attached to the status quo and their journey towards progress and innovation lives on their logo and collective ethos which was inspired by the founder all those years ago on the road to Seattle. To quote Bezos directly:

“We are culturally pioneers. We like to disrupt even our own business. Other companies have different cultures and sometimes don’t like to do that. Our job is to bring those industries along.”

Fine Print Art is an educational independent research publication. The above content has not been officially sponsored by Amazon.com, Inc.

Amazon shaves app icon mustache that raised eyebrows

01-03-2021 · Amazon made some changes to the icon following customer feedback from its initial rollout before it rolled out the final design worldwide. An Amazon spokesperson commented that “Amazon is always ...

01-03-2021
The old (left) and updated (right) versions of Amazon’s new app icon.

Amazon has quietly rolled out a slight update to its new app icon that it debuted back in January, which alters the colorful strip of tape on the icon that bore an unfortunate resemblance to a toothbrush-style mustache.

The toothbrush mustache was originally popularized by comedians like Charlie Chaplin in the early 1900s before it was forever associated with Nazi dictator Adolf Hitler.

Amazon made some changes to the icon following customer feedback from its initial rollout before it rolled out the final design worldwide. An Amazon spokesperson commented that “Amazon is always exploring new ways to delight our customers. We designed the new icon to spark anticipation, excitement, and joy when customers start their shopping journey on their phone, just as they do when they see our boxes on their door step.”

old_icon.png
new_icon.png

It’s a change that makes sense. Amazon’s ads have portrayed the swooping A-to-Z arrow that adorns its packaging as singing mouths, and in that light, the ragged edge and width of the blue tape on the previous icon design looks uncomfortably similar to the tonsorial trim.

The updated icon looks to avoid the issue entirely, swapping out the mustache-style adhesive for a two-toned folded piece of tape that alludes to the (presumed) joy of tearing open an Amazon package instead of one of the most brutal dictators in modern history.

Amazon’s design team can take some consolation, though, in joining the storied annals of modern companies that have been forced to digitally shave controversial mustaches. Plus, the new icon is already getting much more favorable comparisons: apparently, the angular tape now makes it look like Avatar: The Last Airbender’s Aang instead.

i know the new amazon app icon is supposed to represent their packages but every time i see it i just see Aang from Avatar smiling at me lololol pic.twitter.com/kIPwneHr2p

— flipboitamidles (DAMN%) (@flipboitamidles) February 26, 2021

Update March 1st, 4:18pm: Added Amazon comment on the updated app icon logo.

ᐈ Arrow or Smile: What Message Is Hidden in Amazon Logo ...

21-08-2012 · The orange color of the arrow further enhances the friendly and warm vibes coming from the logo. By the way, did you know that Amazon runs a charity fund named…”Smile”? And we’re not nearly done with the hidden riddles! The smile is also an arrow that goes from A to Z in the word “Amazon”. This path from the first to the last letter of the English alphabet means to say that the e-commerce website …

21-08-2012

Out of a small book store, Amazon has grown into one of the biggest e-shopping platforms. The company uses its truly exceptional logo to communicate with its clients on a daily basis. In this article, we’ll reveal the meaning behind the Amazon emblem.  

Amazon logo: Backstory and evolution 

Designed in 1994, the first Amazon emblem looked nothing like the modern piece. It featured a massive letter A stylized as River Amazon, with the words “Amazon.com. Earth’s biggest bookstore”. 

the first Amazon emblem

Source: by freelogodesign

In 1997, the brand started experimenting on its emblem. The first change was all about simplification. The emblem got a mode modern, edgy look. The redesigned version had the black website name “amazon.com” and company slogan written against a white background. The following year, when Amazon started to expand its product range, it decided to drop the slogan. As for the website name, it got a golden letter “O” in the middle. Aso, all the letters were now made uppercase. However, that version didn’t last long.

the 2nd Amazon logo

Source: by freelogodesign

A refreshing orange curve was first introduced in 1998. Although at first it didn’t look like a smile, it certainly gave a more friendly look to the logo. The letters were brought back to lowercase.  

the 3rt Amazon logo

Source: by freelogodesign

Finally, in 2000, the online giant came up with the emblem that we all know and love — the one with a curvy arrow connecting letters А and Z. In 2012, when the brand expanded offline, it removed the extension “com” from its corporate design.  


Source: by logodix

Symbolism behind the Amazon emblem 

Amazon’s visual symbol incorporates two meanings. Do you know what they are? If not, keep on reading!

When looking at the curvy orange line, you can’t help but think about a smile. Indeed, this is exactly was the logo designer Turner Duckworth had in mind! Amazon wanted to use the smile symbol to the maximum. Jeff Bezos, the founder of Amazon, was unwilling to spend an extra budget on designing packaging and other branding elements. Then Duckworth suggested putting a smile on boxes, bags, and other carriers. 

Marketing-wise, that was an extremely smart decision. Now the company was delivering smiles directly to their customers’ doorstep!

The orange color of the arrow further enhances the friendly and warm vibes coming from the logo. By the way, did you know that Amazon runs a charity fund named…”Smile”?

And we’re not nearly done with the hidden riddles! The smile is also an arrow that goes from A to  Z in the word “Amazon”. This path from the first to the last letter of the English alphabet means to say that the e-commerce website offers an exhaustive range of products. Also, the arrow stands for continuous growth and perseverance in achieving goals. Those are the values shared by the big Amazon team. 

How would Amazon logo look like if it were made in Logaster?

How would Amazon logo look like if it were made in Logaster?
How would Amazon logo look like if it were made in Logaster?

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Final thoughts

The Amazon emblem bears a double meaning while being simple and versatile at the same time. It’s a great example of an individual graphic design (the arrow, in this case) going beyond a logo and becoming something more. Thanks to clever positioning, the Amazon’s smile has become as popular and identifiable as the logo itself.

Amazon alters app logo that drew Hitler comparison

"Amazon’s new iOS app logo attempt 2: now with 15% less Hitler," one person tweeted. The company did not mention the unfortunate comparison to the dictator in its reasoning for the latest change.

A new icon that Amazon rolled out on its mobile app has quietly undergone an alteration after part of the logo drew some comparisons to the mustache worn by Adolf Hitler.

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The new logo, which debuted in January, features a cardboard box design with a blue strip of tape on it. Some said the tape, situated above the company's signature smiling "arrow" logo, looked like the infamous toothbrush mustache worn by the World War II German dictator.

"Lmao I completely missed that amazon quietly tweaked its new icon to make it look… less like hitler," technology editor Alex Hern of The Guardian tweeted Monday.

"My parents use Amazon nearly every day. They’re going to be lost for the next few days. When they ask where Amazon’s gone, I’ll tell them to look for the cardboard Hitler…" another person tweeted in January after the initial change.

The image has since been altered to look like a piece of tape folded over in the corner, as if it's ready to be ripped off a package. The new icon debuted worldwide on the iPhone on Feb. 22, and on Monday on Android.

"Amazon’s new iOS app logo attempt 2: now with 15% less Hitler," one person tweeted.

The company did not mention the unfortunate comparison to the dictator in its reasoning for the latest change.

"Amazon is always exploring new ways to delight our customers," a spokesperson told TODAY in a statement. "We designed the new icon to spark anticipation, excitement, and joy when customers start their shopping journey on their phone, just as they do when they see our boxes on their door step.”

Scott Stump

Scott Stump is a staff reporter who has been a regular contributor for TODAY.com since 2011, producing news stories and features across the trending, pop culture, sports, parents, pets, health, style, food and TMRW verticals. He has tackled every assignment from interviewing astronauts on the International Space Station to prison inmates training service dogs for military veterans. 

consumerist.com

12-06-2017 · Amazon Prime Now is also using the new logo: While GeekWire notes that Amazon did submit an application to trademark the new version in March, it’s unclear whether the company is planning to ...

12-06-2017

Whether it’s a big change or a barely recognizable tweak, when a company changes its logo, people are going to notice — and odds are, some of those folks are going to hate it. Case in point: Amazon has redesigned its Prime logo ever so slightly, and many people are unsure how to feel about the change.

GeekWire pointed out the minor tweak over the weekend, which is basically a switch from an italicized “Prime” with a capital “P” to simply, “prime,” with no italics, in a different font.

Some who noticed seem to be on the fence about the redesign:

Hmm…@amazon prime's logo changed. Doesn't really say "prime" to me.

— Michelle Killmer (@parlerfranglais) June 11, 2017

Not sure about the new @amazon Prime logo w~ a lowercase 'P'. It's consistent w~ other Amazon products… buuuuut… #change

— Kim McReynolds (@KimMcReynolds) June 10, 2017

new amazon prime logo looks like something an insurance company would use… oh wait

— Alex (@mudoubleray) June 10, 2017

The new logo hasn’t take over completely, however, as the old version is still scattered throughout the site in various places — sometimes on the same page as the new one:

Amazon Prime Now is also using the new logo:

While GeekWire notes that Amazon did submit an application to trademark the new version in March, it’s unclear whether the company is planning to switch over entirely to the new logo. We’ve reached out to Amazon for more information and will update this post if we hear back.

Want more consumer news? Visit our parent organization, Consumer Reports, for the latest on scams, recalls, and other consumer issues.

Amazon Quietly Tweaks Logo Some Say Resembled Hitler’s ...

03-03-2021 · The app icon, which shows a blue patch above Amazon’s signature smile-shaped arrow, was given smoother edges and a folded corner after claims …

03-03-2021

You might not have seen it until someone pointed it out. But an Amazon logo that was just quietly redesigned bore an unsettling resemblance to the face of Adolf Hitler — at least according to some on social media.

The much-mocked app icon, with a smile-shaped arrow beneath what looked like a toothbrush-style mustache, was unveiled in January, replacing a shopping-cart logo that had been used by the online-shopping giant for more than five years.

The company refused to say on Wednesday if criticism of the new logo prompted the second redesign this year, which blunted the scraggly edges and dog-eared a corner of the blue patch, which, according to Amazon, was always intended to evoke a piece of packaging tape.

“We designed the new icon to spark anticipation, excitement and joy when customers start their shopping journey on their phone, just as they do when they see our boxes on their doorstep,” the company said of the original change from the shopping-cart icon.

While Amazon did not respond directly to questions of whether the tweaks were made in response to chatter on social media and news reports about the logo, corporations are treading sensitive ground with their branding and the ability of social media to highlight trends or criticisms.

Kara S. Alaimo, a professor of public relations at Hofstra University, said that in an era of social media outrage and trolling, “branding experts should be bending over backward to consider all the ways people could misuse or misinterpret their logos prior to launch.”

“America is only becoming more diverse, and consumer expectations for companies to be sensitive to the experiences of different groups are growing,” she added. “If you’re a brand, you want to be driving and influencing cultural changes — not catching up to them.”

In recent years, companies have recast products, team names and logos, confronting racist stereotypes hiding in plain sight on everything from breakfast foods to cars to cups, such as some confiscated by the authorities in Germany in 2014.

While some objections have addressed public-facing symbols and names, others have called attention to unintentional hidden messages or scrutinized designs that could be camouflaging or suggesting violent Nazi imagery.

In 2013, a J.C. Penney billboard was removed in California after some saw Hitler’s likeness in a teakettle featured on it. Last year Facebook removed advertisements on its platform that the Trump campaign bought that prominently featured a red triangle, a symbol used by Nazis to classify political prisoners.

At last week’s Conservative Political Action Conference, some viewers said the stage was shaped like a rune appropriated as a hate symbol by the Nazis. The organization dismissed the assertion.

On Twitter, images of the Amazon app’s logo change were widely shared, in many languages, and reported by multiple news organizations outside the United States. In Germany, where reproductions of Nazi symbols are banned, the news of the Amazon logo change was covered in technology publications.

“Of course you can see Adolf Hitler everywhere, if you want,” Thomas Cloer, a former journalist, said on Twitter.

“It is always important for people to speak up when they see patterns in advertising or in design that could potentially be offensive,” Mr. Greenblatt said. “While in many cases these are unintentional, people are rightfully sensitive to these issues because of the history and the use of symbolism by racists and anti-Semites from the Nazis to the present white supremacist movement.”

Dr. Alaimo said it appeared Amazon did not anticipate that people would see Hitler references and that it had moved quickly to address the concerns.

In its emailed statement on Wednesday, Amazon said the new app icon “follows recent visual and functional updates.” It was launched on iOS in Britain, Spain, Italy and the Netherlands on Jan. 25; worldwide on iOS on Feb. 22; and on Android on March 1.

Melissa Eddy contributed reporting.

Amazon Changes Website Font, Customers React

19-06-2018 · Amazon has changed the font it uses on Amazon.com to Amazon Bookerly from Amazon Ember. The new serif font, meant to allow people to read more quickly with less eye strain, first debuted in …

19-06-2018
  • Amazon is making a subtle change to its website by altering the font of the plain text used throughout.
  • The new font is called Amazon Bookerly, a typeface it developed for its Amazon Kindle e-readers.
  • It replaces Amazon Ember, which was also used in Kindle devices before Bookerly became the default font.
  • Amazon has said in the past that the new font makes text easier to read quickly with less eye strain.
  • Some customers are not reacting well to the change. 

People browsing Amazon.com recently may have stumbled upon a small change: the font choice.

Amazon is now showing text in a font called Amazon Bookerly, a snoop in the website's source text shows. It replaces the Amazon Ember font, which Amazon started using just last year.

The change isn't drastic, but the fonts do look markedly different. Ember is a straighter, Arial-derived font, whereas Bookerly notably has serifs, making it appear more ornate and, dare we say, fancier.

amazon.com font change
Amazon's old font, Ember, left, compared with the new font, Bookerly.
Amazon.com

Amazon released Bookerly as the default font for its Kindle Paperwhite e-reader in 2015. Amazon has said in the past that the font is "2% easier on the eye" than other fonts and that it can help people read text more quickly.

The new font seems to be rolling out to customers in stages. A company representative did not immediately return Business Insider's request for comment on the rollout.

Some customers have noticed the change, and as with anything sudden and unexpected, some are not super happy with it. One person said on Twitter that the new design was causing them stress, while another said they thought they were on a "scam page."

—reggie rocket (@HopeIsAHippie) June 18, 2018
—hello (@AJgoesWest) June 19, 2018
—neal rice (@flakealso) June 19, 2018

In a reply to a tweet, Amazon said it would take the comments on what it called its "new font" as feedback.

Amazon change app logo due to Hitler resemblance

05-03-2021 · Amazon has hastily changed the logo of its shopping app after a redesign made it resemble Adolf Hitler. The design was launched in January and depicts a strip of blue tape over the web giant’s ...

05-03-2021

Amazon has hastily changed the logo of its shopping app after a redesign made it resemble Adolf Hitler.

The design was launched in January and depicts a strip of blue tape over the web giant’s smile’ logo, but observers pointed out that it resembled a toothbrush moustache associated with the Nazi dictator.

Amazon has now quietly reverted the design back to a folded blue tape following feedback from customers.

The offending logo (left) and the revised version (right).
The offending logo (left) and the revised version (right). Credit: Alex Hern/Twitter/Alex Hern/Twitter

But the second revision came too late for observant tweeters quick to share their take on the original revision.

“Amazon’s new app logo be lookin like they’re the THIRD most downloaded in the ‘Reich’ section,” tweeted @jon_prosser.

Deliver us from evil.
Deliver us from evil. Credit: Heinrich Hoffmann/Getty Images

“Lmao I completely missed that amazon quietly tweaked its new icon to make it look… less like hitler,” wrote a bemused @alexhern.

Meanwhile, the logo spooked @GDebatta, who was on his phone when: “Suddenly I *froze* Staring at me was adolf f.....g hitler.”

For those unfamiliar with the work of the Austrian-born German dictator, Hitler led the Nazi Party into World War II in Europe by invading Poland on September 1, 1939.

He was central to the perpetration of the Holocaust in which six million Jews and millions of other victims were killed.

Vicky Bullen, chief executive of the branding agency Coley Porter Bell, told BBC News: “Unfortunately for Amazon, the visualisation of their parcel tape on the original logo will immediately be associated as a Hitler-esque moustache, as that shape is forever embedded in our (subconscious) brains as such — not the best association for a brand that wants to create delight on the doorstep.”

However, some commentators also found cause for concern in the updated logo.

“I’m so glad Amazon Finally changed their triggering Hitler icon,” tweeted @GEMINiTwin2wist.

“Except the new one kind of looks like Kim Jong-Un so I think it’s time to change it again!”

It may be back to the drawing board for Amazon.