Amazon’s mission is to make its customers happy so having the smile be in orange and the letters be in black signify that while Amazon is a professional business, it will always be one where the customers come first. This bold smile signifies the company’s friendliness and the overall mood of their brand.
If you look closer at the arrow, you’ll also notice that it forms a smile.
If you go a little deeper, the arrow could also depict how Amazon delivers goods to consumers or how the company looks at innovative solutions (as depicted by their innovative logo). It begins under the “A” and ends under the “Z” symbolizing that Amazon offers everything from “A to Z” and that the company can respond to any one of its customer’s needs. What is particularly symbolic about the arrow is where it starts and stops. The first symbol is the arrow underneath the company name. The symbols that are included though, are intentional. In just two months since its launch, Amazon took off and was selling books in almost 50 countries and saw $20,000 a week in sales.Īmazon’s logo doesn’t feature many symbols outside of the typeface. In these early days, Bezos employed a small staff, in addition to him and his wife, and operated Amazon out of his garage in his rented home in Bellevue, Washington. To fund the launch which formally happened in 1995, Bezos took his parent’s investment along with $10,000 of his own money. He also looked for names that started with the letter “A” so that his company would be found first on alphabetized lists. The name Amazon came from the “Amazon River” which is the largest river in the world and symbolized how Bezos dreamed of Amazon becoming the largest bookstore in the world. Bezos chose this location because there was a lack of sales tax in the state, so Amazon could essentially not have to collect, or charge, their customer’s sales tax. When Amazon first launched, it launched as an online bookstore with a headquarters in Seattle, Washington.
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