Amazon's Quiet Rebrand by Koto put a smile on our faces :)

Koto’s recent overhaul of Amazon’s visual identity is a textbook example of quiet design leadership on a massive scale. Over 18 months, the agency worked behind the scenes to bring structure and clarity to one of the most complex brand ecosystems on the planet—refreshing Amazon’s master brand and more than 50 sub-brands across 15 markets.

At first glance, not much has changed. The smile is still there. But look closer, and you’ll see a system refined for global coherence without losing the human familiarity that defines Amazon. This wasn’t a revolution—it was precision tuning at scale.

Koto’s approach, described internally as “radical coherence,” focused on evolution, not reinvention. The result? A unified brand architecture that feels seamless across everything from Alexa to Amazon Fresh to One Medical. The signature smile is subtly warmer, the typeface (Ember Modern) is purpose-built for digital legibility, and the expanded colour system flexes beautifully across platforms and regions.

What’s especially impressive here is the restraint. No loud rebrand campaign. No flashy unveil. Just a quiet rollout that’s already live on packaging, vans, apps, uniforms—even Formula 1 cars. It’s design that doesn’t ask for attention but earns it through consistency and clarity.

For those of us working in branding, this is a case study in system thinking at its finest. Amazon needed a framework that could scale endlessly without diluting the brand—and Koto delivered. It’s proof that even the biggest, most recognisable brands need periodic recalibration, and that thoughtful design can have a profound impact without ever raising its voice.

In an industry obsessed with disruption, Koto reminds us that sometimes the best design work is the kind you barely notice—until you realise everything just works better.

Koto’s Masterclass in Global Design Systems put a smile on our faces.

Take a look for yourself here: Koto Studio