SPEED THRILLS – KOTO'S AMAZON REBRAND SHOWS WHAT'S POSSIBLE

Summary from the TLDR Design newsletter

Amazon rebranded globally with Koto, unifying over 50 sub-brands with a focus on clarity, consistency, and emotional impact. Updates included a redrawn, more empathetic logo, new custom typefaces, and standardized colors and icons. Awarded the project just four days after initial contact, Koto's work reflected Amazon's fast-paced culture and a wider industry shift toward quicker creative decisions.