Amazon drops word mark in new app icon, fully embracing the smile logo
The clunky shopping trolley is no more in an update that marks another step towards the company’s smiling arrow – its own version of the Nike swoosh.
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Amazon has started to roll out a new app icon that, for the first time, drops the word mark altogether and embraces its smile arrow logo as the solo visual signifier of its brand. The clunky shopping trolley is also gone (because presumably there’s no one left on planet Earth who needs telling that it’s a shop) leaving plenty of room in the little rounded square to make the logo stand alone, larger and more noticeable on a home screen. The savvy addition of a patch of blue tape at the top makes the icon akin to the universally recognisable Amazon delivery box, a sight vastly more prevalent while real-life shops have been closed in the pandemic.