Amazoncom yellow arrow

Amazon Inc. is an American electronic commerce and cloud computing company with headquarters in Seattle, Washington, U.S. It is the largest Internet-based retailer in the United States.

Meaning and history

In the early years of its work, Amazon positioned itself as the largest website selling books online, so the debut logo reflected its line of business, as the slogan put it. Little by little, the store began to grow, to expand the assortment, to which generalized products were added.

amazon logo meaning design history and evolution


1995 Amazon logo
At the beginning of the second year of existence, the company had a black triangle-shaped personal emblem with a beveled upper. A white road crosses the center, as a symbol of a busy road. It is located so that it vaguely resembles the capital letter “A”. Below is the domain address of the store, in lower case of the same size.


1997 Amazon logo
Two years later, the logo received some changes. For example, now the winding road has moved to the center, and fine lines are drawn around it. It is a symbol of small paths and small paths that merge with it. That is a subconscious message: all roads lead to Amazon. The logo color scheme is a combination of black and white.


This time is important because several versions of the company’s emblems appeared on the trading platform at the same time, each of which was tested.
The first version of the logo is the lowercase inscription “”, in which all the letters are narrow and elongated. Below is the motto “EARTH`S BIGGEST BOOKSTORE”.
The second emblem has squatting characters from the same word (store URL), but with an enlarged “O” in the shape of a yellow circle.
The third logo received the outline of a modern emblem and was further transformed. It shows the Internet address of the commercial portal, but the word “Amazon” was highlighted in bold, but the word “com” became a little brighter. A thin golden line passes under the inscription.


aAmazon logo
Logo for

With the start of the millennium, the administration revised the product range and changed its name. The ‘com’ domain disappeared from the logo, and the letters of the remaining word got the maximum accent: the designers made them black and wide. The gold line is now upside down and goes from the letter “a” to the “z”, indicated by an arrow. Externally, the graphic design is made as if it were a joyous welcoming smile.


The arrow in the Amazon logo points from ‘a‘ to ‘z‘ symbolic referring to the fact they have almost any booktitle in stock.


Amazon emblem
The latest interpretation of the logo has deep symbolic meaning as it is more than just a sign. This is a whole philosophy, based on Bezos’ conceptual vision. To emphasize the original position, the company used a one-piece font in which all the letters are the same size, indicating equal opportunity for each customer.


Amazon logo
Amazon Basket

Amazon logo

Amazon logo

Amazon logo

Amazon logo

Amazon logo

The Amazon logo story

As one of the giants in the retail business, it goes without saying that Amazon has quickly carved out a place within influential retail brands. Founded in 1994 in Seattle, Washington, the company was originally called Cadabra, a decision that was quickly changed after noticing it resembled the word “cadaver”.

In the beginning, Amazon just sold books online, which allowed them to grow very quickly. They generated $20,000 in revenue a week in the first two months of business. Since their days of only selling books, Amazon has become one of the biggest players in the field of online commerce – as we know it today.

Since the beginning, Jeff Bezos, founder of Amazon, has called on Turner Duckworth to create his logo. Initially, the logo was the letter ‘‘A’’ with a shape of a river inside. This version was replaced in 1997 by a more refined version, with ‘‘” accompanied by the slogan “Earth’s Biggest Bookstore’’ in a black font with serif. The font of the logo as we know it today, along with the yellow line, was adopted in 1998. The yellow line started out curving down and now it curves up.

amazon logo color color scheme

That yellow arrow is more than just a decorative swoosh. The Amazon logo was created to represent the message that it sells everything from A to Z (the arrow connects the two letters) and also represents the smile that customers would experience by shopping on the Web site (the arrow becomes a smile).