Amazon Prime Video is an American streaming platform for films and TV series that is available in more than two hundred countries. Also, much of the content shown on the platform has been translated into many languages. Owned and operated by Amazon, the streaming video platform was first introduced in 2006 and has since become one of the leading platforms for streaming content globally. It competes with the likes of Netflix and Hulu. The visual identity of the service has been changed quite often. This article explores the evolution of the Amazon Prime Video logo by tracing its journey from its humble beginnings to its current iconic status.
The Genesis of the Amazon Prime Video Logo (2006 – 2015)
In the early years of Amazon Prime Video, the platform was initially known as “Amazon Unbox.” The first logo for this service featured the wordmark divided into two parts. The first one featured the letters “Amazon Unbox” with the iconic Amazon-branded arched arrow in the form of a smile. The word “amazon” was displayed in a bold and black colour scheme, whereas the word “unbox” was written alongside in an orange colour. The second part, or rather the tagline, featured the right indented small-sized letters “Video Downloads” in a thin sans-serif font in grey.
This initial logo reflected the primary focus of the platform on video downloads, which was a novel concept at the time. The use of the branded arrow was a visual representation of Amazon’s commitment to delivering seamless and convenient video content directly to its customers.
(2008 – 2010)
As the platform evolved, so did its logo. In 2008, a second version of the Amazon Prime Video logo was introduced. This iteration featured the wordmark “amazon video” at the top and a smaller “on demand” wordmark displayed below. The letter “o” in the wordmark “amazon” was replaced with a solid green circle and a white play button emblazoned on it. Also, the word “video” was displayed in a narrow, lightweight sans-serif typeface.
This logo update showed the shift of the video service towards on-demand streaming, which, as a concept, was gaining traction in the industry. And by incorporating the words “on demand,” Amazon aimed to position itself as a pioneer in the emerging world of instant video streaming.
(2011 – 2015)
In 2011, Amazon further refined its branding by introducing the “Amazon Prime Instant Video” logo. This logo represented the commitment of the company to providing instant access to its vast library of video content. In the logo, the green button replacing the letter “o” was redesigned to appear voluminous and glossy, with subtle gradients.
Below the wordmark “amazon” was mentioned the word “prime” in bold and italics, followed by “instant video.” Both the wordmarks have been shown in a simple sans-serif typeface. While the “Amazon Instant Video” logo may still be used on some outdated streaming services, it has become a significant step in the evolution of the platform.
(2015 – 2017)
In 2015, Amazon unveiled a new logo for its streaming service and rebranded it as “Amazon Prime Video.” This logo underwent a flat redesign process to reflect the contemporary design trends of the time. Here, the wordmark “amazon” along with the green button appeared on the upper line. Interestingly, the green button here did not have any gradient or gloss associated with it. The lower line had the right-indented and bold word “prime video” appearing in a smaller size.
The new logo maintained the recognisable Amazon branding and focused on the status of the platform as a premium offering, which was available exclusively to the prime members of Amazon. This strategic move highlighted the promise of the company in providing its Prime subscribers with an unparalleled streaming experience.
(2017 – 2024)
Introduced in 2017, the current Amazon Prime Video logo represents the culmination of the branding journey of the streaming platform. In this iteration, the Amazon wordmark has been replaced by the wordmark “prime video” in a corporate typeface. The first word of the wordmark is shown in bright blue, while the second is shown in black. Besides, the wordmark is underlined by the arched Amazon arrow in blue, which begins with the letter “i” and culminates in the letter “d.”
(2022 – 2024) (Primary)
Designed by Pentagram, the 2022 logo version had the word “prime” being highlighted using an enlarged Amazon Ember typographic style to denote the premium status of the service. At the same time, the word “video” is displayed in a lighter style. Beneath the two words, the curved arrow creates a “smile” from “i” to “e” and conveys the vast canvas of content provided by the platform and the positive customer experience it generates. The logo in a vivid blue shade is pleasing to the eyes and conveys professionalism and trustworthiness. The logo reflects the reputation of Amazon Prime Video for customer centricity and quality.
(2023 – 2024) (Secondary)
In the 2023 logo version, the word “video” was done away with, and only “prime” was retained. Here, the arrow beneath the word enveloped the entire word from “p” to “e”.
(2024 – Present) (Primary)
This logo iteration is a refinement of the earlier version, especially with respect to colour and the typeface. The colour blue has been made more intense, and the letters of the wordmark are written in a classy sans-serif font. Also, the contours of the characters have been narrowed.
(2024 – Present) (Secondary)
The 2024 secondary logo variant is a refined version of the secondary logo introduced in the previous year. Here, the simplified logo is displayed in a vivid shade of blue, while the letters of the wordmark “prime” are made more compact and taller.
(2025 Onwards)
The Amazon Prime Video logo has been changed as part of the broader brand transformation of Amazon. It now features the wordmark in an Ember Modern typeface and the arrow symbol below in black, both set against a blue background. The change emphasises on a deeper and emphatic smile to epitomise customer centricity and delight.
The Elements of the Amazon Prime Video Logo
Font
The bold lowercase letters of the wordmark are mentioned in the Ember Modern typeface known for its clarity, consistency, and impact.
Colour
The colour palette of the Prime Video logo is composed of black and blue, where blue is the background. This colour combination creates a balanced and professional look for the logo.
Finally
The Amazon Prime Video logo and its various iterations have been a fascinating journey. It reflects the growth and adaption of the platform to the ever-changing landscape of the streaming industry. So, what began as “Amazon Unbox” has reached its current iconic status. The logo has undergone a few changes, and each change reflects the commitment of the company to innovation, user experience, and brand recognition. Today, the Amazon Prime Video logo is a powerful symbol that represents a leading streaming platform. It is also a testament to the relentless pursuit of excellence by Amazon in delivering entertainment to millions of customers worldwide.