After more than 20 years of looking a bit like a collection of separate parts, Amazon is finally bringing its visual family together. This refresh, though subtle, is a big deal—it’s about creating a unified look for everything Amazon does, from your online pharmacy to your favorite streaming shows, all thanks to a smart new approach to fonts.
At the heart of this makeover are two custom-made fonts, Amazon Logo Sans and Ember Modern. Think of them as the new voice of Amazon in text, able to sound exciting when talking about entertainment but also reliable when discussing healthcare.
The design team even saw the familiar Amazon logo as the starting point for this “voice,” tweaking the arrow to give it a warmer “smile.” That logo’s shape then inspired the Amazon Logo Sans font itself.
Arthur Foliard from Koto Studio, the agency behind the change, pointed out that Amazon’s rapid growth led to a “visually fragmented” brand. Now, with Amazon Logo Sans, everything from Amazon Basics to Amazon Kids will share a consistent visual style.
Ember Modern, a revamped version of the Kindle font, is designed to be versatile enough for everything from bold headlines to long articles, and it speaks in hundreds of languages.
Beyond fonts, they’ve also made the main Amazon orange consistent, updated their blue for screens, and given each sub-brand its own set of colors that make sense – fresh greens for groceries, calming turquoise for healthcare.
Moving away from a patchwork of logos is about creating a stronger, more recognizable Amazon as it expands into more and more areas of our lives. Just like you instantly recognize Alexa’s voice, Amazon wants its “voice” in writing to feel just as familiar and consistent.
