New Prime Video branding makes clever use of the Amazon logo

Amazon Prime Video billboard
(Image credit: Pentagram/Future)

The Amazon logo is one of the most recognisable around, and possibly one of the cleverest. Most people can tell that the curved arrow also represents a smile, but the fact that it points from A to Z on the wordmark is an inspired touch. So it's little wonder Pentagram's new visual identity leans into the 'smile' asset.

Designed to "move viewers through an infinite ripple of their favourite content," the new look lets the smile's 'dimple' take the lead as a clever and energetic framing device. (Looking for more awesome branding? Check out the best print ads ever.)

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Daniel John
Senior News Editor

Daniel John is Senior News Editor at Creative Bloq. He reports on the worlds of art, design, branding and lifestyle tech (which often translates to tech made by Apple). He joined in 2020 after working in copywriting and digital marketing with brands including ITV, NBC, Channel 4 and more.