• We who create logos and elements thereof try to register everything we can. Strictly from a design standpoint, the standalone “smile arrow” is suggestive of a smile, but locked up with the Amazon.com words, it’s more of a “swoosh” conceit meant to enliven the total logo without a lot of meaning in and of itself. The letter “Z” in Amazon seems to be bumped by this thing and is sort of fender-bendered by it. At this point, given all the brand recognition that Amazon has, I doubt that this little fillip is terribly important, unless in color. Nonetheless, we branding folks will continue to legally register what we can. And while we’re on the subject, does anyone know why Jeff Bezos chose Amazon as a name? He could have named it Banana and his business could have been as successful. My own personal associations with the name Amazon aside, I was just curious if anyone knows what the logic was.

  • In choosing a name for his company, Bezos was precise and analytical. He wanted a name that started with the letter A to head any alphabetical list, would be short and easy to spell, would be internationally recognizable, and most importantly, would convey a sense of size that his company would offer as the largest bookstore in the world. He finally settled on Amazon.com, after the largest river in the world.
    Read more: http://encyclopedia.jrank.org/articles/pages/6116/Bezos-Jeff.html#ixzz0TSz4mqP3

  • I’m not sure I catch the point of your inquiry – as soon as it came up on my screen, I knew I had seen it in connection with a major name (although I did not guess Amazon.com) and given who appears to own it, I think it is pretty clever (the arrow indicating our product is sent to you). Why it’s not described as a curved arrow, I don’t know.

  • The mark, by itself, is somewhat provocative. It definitely does not need to be employed singularly.

  • It loses some of its message when it is separated from the name; the A to Z reference is gone.
    As to hidden meanings, anyone look closely at the Camel cigarettes package? How about the Arby’s logo‚Ķ

  • I am not sure whether your query refers to the undistinguished naming of the arrow or are soliciting comments on the design itself. Coming from the branding field, I think that the arrow with the Amazon logo is very clever indicating a smile, positive upward movement [shipping from Amazon to customer], handling everything from ‘a to z’ and embedding a subliminal intent message- to ‘amaz’e.

  • How insightful, I’m impressed!

  • Ok – went to the link you posted again and made it down to the animated version. Glad to see I’m not the only one with this perception.

  • I immediately saw a sly smile when I looked at the curved line. Did not associate it with Amazon. But once I saw it beneath the word Amazon, I interpreted it as implying that Amazon was pleased to do business with customers; I must admit, I did not readily see the significance of the arrow going from A to Z, as I really only saw the smile. Very clever design, allows consumers the opportunity to view this in different ways, all of which reflect positively. Kudos to whoever designed it!

  • Great discussion, thanks all for your contributions. The comments reinforce to me that multiple meanings are possible even with a pretty basic design. Given that we are only a small subset of the general public, it is hard to imagine how many meanings others might see with this design, although we may have come close to exhausting the possibilities. I wonder what Amazon.com actually had in mind? The comments also highlight for me how difficult it is for the Trademark Office to classify non-verbal logos, which complicates due diligence and searching when one is preparing to launch a new non-verbal logo.

  • Every logo can be interpreted in various way.Many times,the designer’s thought process is very different from perceptions of the logo design. An arrow can signify growth,direction,graphic even speed

  • Ron Calonica

    I am not so sure being or projecting clever is a good way to communicate to consumers. Seems to me most consumers do not notice clever ideas or designs; I have found the KISS theory works best with consumers. Yes, it is pretty cool to see the arrow going from A to Z, however, are consumers really that clever and do any of them care what it means? If some one didn’t point it out, would consumers really even notice, for that matter would any of us have noticed? Sure, I think a few would, however, I don’t believe the masses would notice a thing. Seems marketing and branding people are the ones that read into it the most often. Amazon is Amazon with or without the arrow; and Nike is Nike, and it took Nike 10 years to brand their swoosh check mark so it could stand alone.

  • I wonder if validity of the registration will hold, if the mark is never used in commerce without the stylized amazon.com above it.

  • Charles, good question.
    I think the existing design registration should be fine since Amazon.com uses the design as a stand alone mark on the boxes that it ships in interstate commerce.