Koto reveals the new Amazon global brand transformation. A project 18 months, 15 global markets, and over 50 sub-brands in the making.

As Amazon scaled at extraordinary speed, the brand system sometimes struggled to deliver creative excellence at speed, fragmented across teams, regions, and experiences. Koto built a new brand system that elevates Amazon’s most iconic assets: a warmer smile, a modernised logo, a flexible new typeface, a unified colour palette, and a global architecture designed to move at the pace of Amazon.

The result is a more confident, considered, and consistent identity, delivering clarity across every touchpoint and placing brand at the forefront of the company. 👏🏻