A logo to make you smile

I was asked recently to comment on a logo - any logo that best suited the personality of it's organisation. A logo that really hit the mark and encapsulated the essence of it's brand.

Of course, there were so many to choose from. A colleague suggested the FedEx logo designed by Lindon Leader at Landor in 1994, with it's clever formation of an arrow between the E and the X. Or of course there is the eternally elegant and beautiful Nike Swoosh. Or for a more recent suggestion, how about the much maligned and controversial, yet equally successful 2012 logo designed by brand giants Wolff Olins?

All of these were worthy of comment, but for me, there was one clear winner. A logo that shouted simplicity, ease of use, of a service that spans from A to Z with a smile. A logo whose graphic execution is so simple and witty, that you cannot help to smile back.

Ladies and gentleman, I give you the Amazon.com logo...




For a full history of the logo and to see how far it has come since it's inception in 1995 please click here.