Turner Duckworth puts smile on Amazon’s face

Turner Duckworth has refreshed the corporate identity of on-line retailer Amazon. The group was appointed last summer out of its US office.

Turner Duckworth has refreshed the corporate identity of on-line retailer Amazon.

The group was appointed last summer out of its US office. It has developed versions of the identity for its various global regions.

The new look, incorporating a “smile” signature, marks the retailer’s move from simply selling books to offering complete ranges of consumer products, says Turner Duckworth founder Bruce Duckworth.

“The smile reaches between the A and the Z indicating the complete range of products,” he says. The animated screen smile may be adapted in the future to show different expressions.

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