When Amazon CEO Jeff Bezos saw the company's potential new smile logo in 1999, he knew that was the one. He was beaming, expressing how much he loved it: "This is it," he said, according to a Fast ...

Design agency Koto has collaborated with online retailer Amazon's design team Amazon XCM in a rebrand of the company's distinct smile logo, while simplifying the identity of over 50 Amazon sub-brands.