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Amazon.com changes its logo
Wednesday, January 26, 2000
SEATTLE POST-INTELLIGENCER STAFF
Amazon.com has introduced a new corporate logo -- sort of -- that it says better fits its mission.
It's more of a tweak than a completely new logo. But the devil, or rather the smile, is in the details.
The smile begins under the A and ends with a dimple under the Z, emphasizing that customers can find anything they want at the site, from A to Z.
"We updated our logo to reflect our most important core value -- customer satisfaction," said Jaleh Bisharat, Amazon's vice president of marketing. "The new logo exudes happiness, is fresh and unique, and has the potential over time to join the world's great consumer marks."
The change is so subtle, many people may not even notice. Apparently that's okay, too. Sixty percent of the U.S. population recognizes the Amazon.com brand already, the company claims.
The new logo will replace the old one everywhere, including on the two small signs marking Amazon's headquarters, the old PacMed building on Beacon Hill.
And don't fear a blaring neon logo, the company said.
Signs there won't be enlarged or moved to a more visible location.
"We want to respect the heritage of the building," said Sharon Greenspan, an Amazon spokeswoman.
In just over 18 months, Amazon has grown from selling primarily books to selling CDs, toys, electronics, videos, DVDs, home improvement products, software and video games. The company also offers electronic greeting cards, auctions and zShops.
Instead of a downward curve underlining the company name, the new logo will depict what Amazon calls "the ultimate expression of customer satisfaction: a smile."
The old (top) and the new.
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