Amazon Logo
The Amazon logo sets a lowercase black wordmark (#000000, often called Squid Ink) against a smiling orange arrow (#FF9900), built on a custom wordmark with roots in Officina Sans. The arrow runs from the "a" to the "z" to signal that Amazon sells everything from A to Z while doubling as a smile. For the official high-resolution logo and usage rules, head to Amazon's trademark and brand guidelines page.
Amazon Logo Colours
HEX, RGB and CMYK values for the Amazon brand palette.
Amazon Logo Font
The Amazon wordmark is based on a custom wordmark based on Officina Sans, with bespoke lettering. Fonts used in brand logos are often customised and are not always available for licensing — use the official brand resources below for any approved assets.
Amazon Logo History & Meaning
The current Amazon logo was introduced in 2000, designed by the agency Turner Duckworth, and pairs a lowercase "amazon" wordmark with a curved orange arrow running from the letter "a" to the "z". That arrow is read two ways: as a smile suggesting customer satisfaction, and as a hint that the store sells everything from A to Z. The mark was refreshed in 2024 with subtly cleaner letterforms while keeping the smile and the signature orange.
Amazon logo: official usage guidelines
Amazon doesn't offer a free public logo download. Here's the official word on how the Amazon logo may be used — straight from Amazon.
Categories
Tags
Amazon Logo FAQ
What font is the Amazon logo?
The Amazon wordmark uses a custom typeface derived from Officina Sans, with the lettering reworked specifically for the brand. It is not a standard off-the-shelf font, so the spacing and curves are unique to Amazon.
What colour is the Amazon logo?
The wordmark is black (#000000, referred to internally as Squid Ink) and the smile arrow is Amazon orange (#FF9900). These two colours anchor the brand across packaging, apps and stores.
Who designed the Amazon logo?
The smile logo was created in 2000 by the San Francisco and London design agency Turner Duckworth. It replaced Amazon's earlier text-only marks and has remained the core identity ever since.
What does the Amazon arrow mean?
The orange arrow points from the "a" to the "z" in the wordmark, showing that Amazon stocks everything from A to Z. Its curved shape also forms a smile, meant to suggest a happy customer.
Where can I download the official Amazon logo?
Official Amazon logo assets and the rules for using them are published on Amazon's trademark and brand guidelines page at developer.amazon.com/support/legal/tuabg. Use that source rather than third-party copies to get approved, current artwork.
Related Logos
Disclaimer
Amazon and the Amazon logo are trademarks of their respective owner. LogoPNG.com is not affiliated with or endorsed by Amazon. We provide brand-identity information and link to official sources; we do not host or distribute this brand's logo files.
Report / Request Removal →