The e-commerce giant, according to reports, had tested the new app icon in a few countries before making a worldwide change; however, Amazon quickly changed the logo after it was associated with the Nazi dictator.
Amazon CEO, Jeff Bezos, on seeing the new smile logo in 1999 immediately realized that the logo would become iconic one day. “This is it,” he said, according to an article published in Fast Company. “Anyone who doesn’t like this logo won’t like puppies.”
Fast forward to January 2021, Amazon launched another new logo for its app, only this time it did not go too well with the customers.The new app icon design featured a brown cardboard box with a blue strip of tape along with the iconic Amazon smiling arrow. The logo had an eerie resemblance to the toothbrush moustache worn by Adolf Hitler.
The toothbrush moustache was associated with the great actor, filmmaker and composer Sir Charles Spencer Chaplin, aka Charlie Chaplin, before it became forever connected with Adolf Hitler.
Vicky Bullen, Chief executive Cole Porter Bell said, “Unfortunately for Amazon, the visualization of their parcel tape on the original logo will immediately be associated as a Hitleresque moustache, as that shape is forever embedded in our brains as such – not the best association for a brand that wants to create delight on the doorstep.”
“We designed the new icon to spark anticipation, excitement and joy when customers start their shopping journey on their phone, just as they do when they see our boxes on their doorstep” said Amazon.
“My parents use Amazon nearly every day,” tweeted one customer. “They are going to be lost for the next few days. When they ask where Amazon’s gone, I’ll tell them to look for the cardboard Hitler.”
The e-commerce giant, according to reports, had tested the new app icon in a few countries before making a worldwide change; however, Amazon quickly changed the logo after it was associated with the Nazi dictator.
Though Amazon has tweaked its new app logo, the controversies surrounding the icon is far from over. The new tweaked logo is now getting compared to Aang from the film The Last Airbender.
One customer said, “Is it just me or does the new Amazon app logo kind of look like Aang.”
The new app icon now has a two-toned folded piece of paper in place of the toothbrush moustache.
Besides having grown up in the design Industry, Christiaan has advised some of the world’s largest companies on their branding & packaging designs. Has been the resident judge for design awards, and has spoken at numerous global design & marketing events. Christiaan founded the London office of the award-winning Cartils agency, and has founded the DesignBro.com platform.
