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This concept looks refreshing the current Amazon brand by reducing the detail while aiming to retain the same feel and tone. It keeps the iconic A to Z link and smile without the need for an arrow head, which is replaced with the gradient that helps indicate movement and direction from A to Z.
This is the result of a small design task where I challenged myself to create a quick concept for a new Amazon identity. I gave myself 1 hour to look at the current brand and come up with a concept for a potential new one.