A new pair of custom fonts finally tie Amazon products and services together, as part of a global refresh by the design agency Koto.

Design agency Koto has collaborated with online retailer Amazon's design team Amazon XCM in a rebrand of the company's distinct smile logo, while simplifying the identity of over 50 Amazon sub-brands.

For a while, Amazon had suffered from success, scaling at a rapid rate but unable to keep a consistent brand ecosystem, leading to a fragmented identity. With a new refined logo design ...