Prime Video is Amazon’s streaming service, distinct from Amazon Prime, the subscription bundle that includes it. Its naming history runs from Amazon Unbox through Amazon Video on Demand and Amazon Instant Video to Amazon Video and Prime Video. The service began in the United States in 2006 and expanded globally in 2016; its visual identity gradually shifted from Amazon-branded service lockups to a dedicated lowercase wordmark. The documented service chronology records those milestones.
Amazon Prime Video Logo PNG
Meaning and history
The timeline shows two broad visual approaches: early marks paired an Amazon-branded service name with a play motif, while later versions centered the lowercase “prime video” wordmark and the Amazon smile. The 2022 refresh refined that later identity, giving the smile’s dimple a separate graphic role and defining Prime Blue as a brand color. Pentagram’s identity case study describes the refresh and its visual system.
2006 – 2015
The image pairs the orange “unbox” name and “Video Downloads” descriptor with the Amazon smile. Amazon Unbox launched in 2006, before the service was renamed Amazon Video on Demand in 2008. The service chronology documents the launch and renaming.
2008 – 2010
This stage spells out “amazon video” and uses a green play symbol in the wordmark. It represents the Video on Demand name introduced in September 2008; the visible play mark makes the service’s video function explicit while retaining the Amazon name. The chronology dates the renaming to September 4, 2008.
2011 – 2015
The Instant Video-era artwork keeps the Amazon wordmark and green play symbol, with the service descriptor below. Amazon introduced the Instant Video name in February 2011 alongside 5,000 titles for Prime members. The chronology records both changes.
2015 – 2017
The artwork retains the Amazon name and green play button while adding Prime Video wording. In September 2015, Amazon dropped “Instant” from Amazon Video, with Prime Video used for the Prime tier; the global rollout of Prime Video followed in December 2016. GeekWire reported the naming change, and the chronology dates the global rollout.
2017 – 2024
This historical stage replaces the longer Amazon service lockup with a lowercase “prime video” wordmark and the smile beneath it. The parent name is no longer written above the service name, making the compact wordmark and curved arrow the prominent elements.
2022 – 2024
The 2022 refresh refined the lowercase wordmark and developed the smile’s dimple as a graphic device. Pentagram, with partner Emily Oberman, led the identity work, which introduced Prime Blue and Prime Video Sharp. Pentagram describes the identity and its design elements. Prime Video Sharp is a customized Sharp Grotesk developed with Lucas Sharp and My-Lan Thuong of Sharp Type. The typeface account names the designers and typeface.
2024 – Today
The current identity remains the lowercase “prime video” wordmark with the Amazon smile and dimple device. Amazon’s 2025 brand transformation assigned Prime a more saturated, digital-first blue, while the documented Prime Video identity retained its established wordmark. Campaign Asia reported the Koto-led transformation, and Design Week covered the Prime color update.
Icon
The app-icon artwork sets the two-line “prime video” name and smile in white against a blue rounded square. Unlike the horizontal wordmark, this compact arrangement stacks the words to fit the tile.
Font and color
The emblem artwork places “amazon” above the “prime video” wordmark, showing a lockup that makes the parent-brand connection explicit. The 2022 identity added the custom Prime Video Sharp typeface; Amazon Ember is also identified as part of the service’s typography. Pentagram documents Prime Video Sharp, while Designbeep identifies Amazon Ember Display. The Amazon smile is associated with A-to-Z breadth and customer delight, and the 2022 system gave its dimple a distinct graphic role. Design Week describes the smile’s established meaning and its later treatment.
Disclaimer
This article is part of the educational resources provided by Logo Index, an independent archive covering logos, visual identities and graphic design history. Amazon Prime Video and associated trademarks and brand assets remain the property of their respective rights holders where applicable.
