It doesn’t look like a professional design firm had grabbed hold of this yet,” Jaenichen said. “ stretched out, so it kind of looks amateur to me. However, it was clearly still trying to find its footing.

“That was more of a mark of their story, but not really inviting the consumer in to be part of that story.” 19Ī few years after its launch, Amazon ended up dropping the river symbol and adopting a new typeface. “That river would have never conveyed a personality,” she said. Jaenichen also pointed out that the river is kind of a cliché image - one that could be placed on anything. It didn’t really adapt well to print.” Credit: “That original logo was very difficult to read. “It looked like somebody just got a hold of Microsoft Word and just sort of went crazy with clip art,” Russell said. Amazon’s earliest logos, from 1995 to 1997Įxperts like Jaenichen and Russell agree that it wasn’t exactly the most well-constructed logo. Here’s a look at its different logos throughout the years, and what they can reveal about Amazon’s growing pains. It really does hold some weight in how it can sway persuade whole groups of people.” “The power of visual language - never forget it. “Brands are so married to people’s identities now,” said Claudine Jaenichen, an associate professor at Chapman University who specializes in information design. Its logo redesigns also highlight the immense change it’s undergone. Amazon, which started as an online bookstore, has since inched into every corner of our lives, selling electronics, movies, music, clothing, groceries and even houses.īut the types of products it’s sold or its market cap aren’t the only lenses through which we can view Amazon’s evolution. The tech giant, founded by chief executive Jeff Bezos in 1994, celebrates its 25th birthday this Friday. Amazon - like many young adults - reinvented its image several times in its adolescence.

Amazon music logo