Amazon has quickly changed its main shopping-app logo, after commentators said the recent redesign made it look like Adolf Hitler.Launched in January, the icon depicts a strip of blue tape over an Amazon "smile" logo.
Branding agency Coley Porter Bell chief executive Vicky Bullen said: “Unfortunately for Amazon, the visualisation of their parcel tape on the original logo will immediately be associated as a Hitleresque moustache, as that shape is forever embedded in our [subconscious] brains as such - not the best association for a brand that wants to create delight on the doorstep.”
Amazon said: “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.”One customer had tweeted: “My parents use Amazon nearly every day. "They’re 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."
Another customer had said: “It’s not just a ripped Scotch tape, it’s a ripped Scotch tape that has a similar shape and is right on top of a smiling mouth - Looks like a happy little cardboard Adolf to me.”Brand designer Studio LWD founder Laura Weldon said: "Brands change and tweak their logos all the time. "It reflects well on Amazon that they listened to their customers."It's clear they care about what their customers say and put the customer at the heart of what they do."That can only be a good thing."