Design agency Koto has collaborated with online retailer Amazon's design team Amazon XCM in a rebrand of the company's distinct smile logo, while simplifying the identity of over 50 Amazon sub-brands.

For the first time in more than 20 years, Amazon’s logo got a touch-up. In fact, all of its logos got a touch-up. The small but subtle changes are part of a company-wide brand system refinement, ...

All three of these corporate behemoths’ updated wordmarks are somewhat heavier than their predecessors, while not representing radical changes. Unlike Walmart’s brutalist look of a generation ago, ...