Icons that are already in our minds: the arrow from Amazon.

Amazon has been in continuous growth for years, but in the year 2020, it has increased its logistics by 50%. Few countries are left in the world where the vans of the e-commerce giant have not yet reached.

Amazon started in 1994 as a platform for the sale of books and today is home to 400 million different products. Its logo, of course, has been adapted to each new stage of the company.

The first Amazon logos don’t even sound familiar to most consumers. On the other hand, the current logo is already very implanted in our lives. Although Amazon only arrived in Spain in 2011 and with a limited selection of products, it soon took off and today it is already one of the main search engines for products. Consumers no longer ask Google where to buy what they are looking for, but instead, search for it directly on Amazon.

As if that was not enough, Amazon has been adding different services within its Amazon Prime paid option, such as Prime Video, Prime Music, Prime Gaming, Prime Photos, Prime Reading, etc…. And of course, free and faster shipping.

For these services, it is interesting how Amazon has opted to put aside its name, and create a brand around the concept of Prime. It is a clear commitment to the subscription-based business model. They want consumers to assume that to make use of Amazon, it is worth joining Amazon Prime.

So much so, that on their vans we can see the now iconic arrow of their logo (that is, their isotype or symbolic part of the brand’s logo), accompanied only by the word Prime. They are telling us that the products that the van carries are exclusively for Prime users.

In addition, Amazon differentiates the image of Prime in blue tones with the arrow in light blue, instead of the orange color that the arrow has in the Amazon logo.

In short, Prime is already a brand with a life of its own, independent of its older sister Amazon. At the same time, its arrow is an icon that alone represents Amazon, in its orange version, and Prime in its blue version, and that is already implanted in our minds.

Will it achieve the brand recognition that Nike’s famous ‘swoosh’ has achieved?

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