Amazon Web Services (AWS) is the cloud computing arm of Amazon.com, Inc. Its current logo, introduced in September 2017, pairs the lowercase letters “aws” with the iconic orange smile-arrow borrowed from Amazon’s own logotype. The mark is formally referenced in AWS’s trademark guidelines as the “AWS Smile Logo.” [1]
Design and History
Before 2017, AWS used a logo featuring the word “Amazon” in the company’s logotype style above the words “Web Services,” accompanied by a curved arrangement of orange cubes with white edges on the left side. The cube pattern loosely echoed the shape of Amazon’s smile. [2]
In September 2017, AWS introduced a new logo. According to AWS’s own design team, the company wanted to innovate and simplify its existing logo as AWS continued to grow rapidly. The team sought a way to connect with Amazon’s distinctive corporate culture, and concluded that using the well-known Amazon Smile element was the clearest approach. The design team decided to bring that smile, which they described as widely recognized and trusted, to AWS customers. [3] [4]
The change was first noticed on AWS websites around September 12, 2017, when the previous stacked-container style logo was replaced with the new design inspired by Amazon.com’s logo. AWS Japan’s public relations office confirmed the change was official, noting that no separate announcement accompanied it. [5] Chinese-language reports dated the formal rollout of the new logo to September 22, 2017. [3]
The Amazon smile itself was created by the branding agency Turner Duckworth, which designed the Amazon logotype featuring the arrow connecting the letters A and Z. Turner Duckworth CEO Joanne Chan has described how the smile was intended to represent customer service, with the arrow connecting the A to the Z within the word “Amazon” as a hidden reference to selling everything from A to Z. [6] However, no source confirms that Turner Duckworth designed the 2017 AWS logo itself; AWS’s own team is credited with the redesign in the available reporting. [3]
Meaning and Symbolism
The current AWS logo incorporates the Amazon Smile, the curved arrow that appears in Amazon’s consumer logotype. In Amazon branding, the smile represents the company’s customer service spirit, and the arrow also suggests that on Amazon, customers can find everything from A to Z. [3] By adopting this element, AWS connected its enterprise cloud brand to the trust and recognition associated with Amazon’s consumer identity. [4]
Typography and Design
The current AWS logo displays the acronym “aws” in lowercase sans-serif letterforms above the orange smile-arrow. The lettering is similar in style to Amazon’s own logotype but less bold, with smoother, rounder edges. The wordmark uses a very dark gray tone rather than pure black, a shade consistent with Amazon’s broader branding. [2]
AWS trademark guidelines require that logo images not be altered in any manner, including changing proportion, color, or font, or adding or removing elements. [1]
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