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Designweek
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“Speed thrills – Koto’s Amazon rebrand shows what’s possible”
- Koto recently led a massive rebranding project for Amazon to address design inconsistencies and improve brand coherence.
- The rebrand involved updating the logo, creating a custom typeface, and standardizing color schemes for consistency.
- Koto introduced Ember Modern typeface and unified icons to streamline Amazon's visual identity across markets.
- The project also focused on over 50 sub-brands, grouping them into cohorts with shared visual approaches.
- New design elements have already been rolled out on various touchpoints, including packaging and digital platforms.
- Despite the magnitude of the project, Amazon's quick decision-making process impressed with a four-day turnaround from contact to commission.
- The efficiency of this process highlights the value of swift decision-making in the design industry.
- Design studios and businesses alike can learn from Amazon's ability to make rapid, transformative decisions for successful outcomes.
- The rebranding project signifies a shift towards simplifying processes and accelerating decision-making in modern businesses.
- Amazon's approach to quick decision-making reflects a broader trend among top CEOs to simplify structures for increased efficiency.
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