CreateWebMasterOfSunderland 
Amazon’s entire identity system, which includes the logos of more than 50 sub-brand logos, just underwent a wide-reaching glow-up that most consumers will never even notice.
From an article in Fast Company, design firm Koto “started the endeavor by thinking of Amazon’s master brand logo as a type specimen, not just a mark. (Though they did plump up its arrow to give it a deeper ‘smile.’) The team refined the letterforms in the logo, which eventually became the foundation for a font.”
The new font, Amazon Logo Sans, is scalable and creates a consistent look across each sub-brand. Koto also evolved Amazon’s original font, Ember, into Ember Modern, to make it more suitable for all branding attributes. The new type systems support 364 languages, extending the branding’s reach around the world.
