Slide 2:
“Earth’s biggest river Earth’s biggest selection.”
- Jeff Bezos
Founder and CEO
Amazon.com
Slide 3:
Goals create a unique and proprietary identity
maintain the brand equity of the original identity
position Amazon.com as customer-focused and friendly
modify the core identity for global domains
Slide 4:
Process & Strategy 1999 Amazon.com retained Turner Duckworth to redesign
its brand identity
unique and proprietary identity while maintaining its brand equities:
lowercase type and the orange swoosh underneath name
analyzed what makes a logo effective on the web
“ Our goal was to infuse personality into the logo, and to create a
compelling idea that would convey the brand message”
- David Turner
Head of Design
Slide 5:
How would you improve the amazon.com logo?
Slide 6:
Creative Solution new logo reflected the business strategy of selling more then just books
sells everything from a-z
customer focus and friendly service
custom lettering for “amazon”
more friendlier and unique look
designed a full alphabet for international domains
Slide 7:
Which one is the correct logo?
Slide 9:
Results the CEO, founder Jeff Bezos was involved in every presentation and key
decision maker
amazon.com decided on a “soft launch” of the new identity
sensitive to the perceptions of customers amazon.com didn’t want to appear to be a “different” company
2005 amazon.com was named the 4th fastest growing brand in the world
35% growth rate in brand value between 2001-2005
- Brand Republic
Slide 10:
Questions?