Challenge
A company that shows up in fifteen markets and fifty-plus sub-brands needs one system everyone can use, from storefront to delivery van, without losing what people already recognise.
[Amazon] (2025)
Global brand transformation
Eighteen months, fifteen markets, more than fifty sub-brands: one brand system for the whole of Amazon.
- Duration
- 18 months
- Markets
- 15
- Sub-brands
- 50+
- Languages
- 364
Identity
A new logo with a deeper smile. A named colour, Smile Orange, to carry it everywhere. A typeface, Ember Modern, built to set the brand in 364 languages.
Outcome
A global brand transformation that took eighteen months to roll out across fifteen markets and more than fifty sub-brands.
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