Similarities to the YouTuber Rezo or a Hitler mustache? The new logo of the Amazon app aroused very different associations. Now the company has secretly made improvements.
“He looks like me!” – something like the YouTuber Rezo reacted, when the new logo of the Amazon shopping app was unveiled in January. It shows a brown square with rounded corners with the “Amazon arrow”, which is reminiscent of a smiling mouth – and a piece of blue adhesive tape that could also be interpreted as a hairline, like Rezo.
In other English-speaking countries and on social media, however, a completely different discussion ensued. Apparently, the adhesive tape with the jagged edges reminded many viewers of a Hitler mustache. The British “Sun” made fun of it with a play on words: “You can’t Nazi it!” – in essence: “You must have noticed that!”
Apparently Amazon did not want to let that sit on itself. Secretly, quietly and quietly, the online giant has adapted the logo again. The edge of the tape is now smooth, probably to rule out any association with human hair. On the other hand, the blue ribbon no longer looks like an adhesive tape, but more like a Post-it.
Before – after: Amazon has revised the logo of its shopping app. (Source: Heike Aßmann / t-online)
Logo should arouse anticipation
The earlier logo of the Amazon app showed a shopping cart and lettering. With the new package logo, the online giant wants to establish a simple symbol that immediately reminds customers of typical Amazon packaging. According to Amazon, the new icon should arouse “anticipation, excitement and joy” when customers start their shopping trip on their phone, just as they do when they see our packages on their doorstep. The “smiling” Amazon arrow on the parcels also plays a central role in the shopping platform’s commercials.
The new app icon was initially only seen on iOS devices in a few countries. It has recently also been available on other platforms – in the modified version with a smooth adhesive tape.