Amazon redesigns “Hitleresque” logo

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eCommerce giant Amazon has amended its mobile app logo that prompted some internet users to draw comparisons with the leader of the Third Reich. The pictorial mark featured a package with the Amazon smile motif and a strip of blue packing tape, which some said resembled the toothbrush moustache Adolf Hitler wore.

Following customer feedback, Amazon has since replaced it with a corner fold to the tape. Amazon told BBC that it had trialled the offending logo design in several countries before making the large-scale change. It also stated that the design was intended to spark anticipation and joy — the same feeling they experience upon receiving a parcel — when customers shop on their phones.

“Unfortunately for Amazon, the visualisation of their parcel tape on the original logo will immediately be associated as a Hitleresque moustache, as that shape is forever embedded in our [subconscious] brains as such — not the best association for a brand that wants to create delight on the doorstep,” Vicky Bullen, chief executive of branding agency Coley Porter Bell said.

Like most visual art, forms and shapes can be ambiguous and interpreted in various ways. Optical illusions have shown us that some people can discern a duck where there is a rabbit and vice versa. For example, Twitter users have compared the amended logo to Aang from Avatar: The Last Airbender (see featured image). In your opinion, does the original logo resemble Hitler?

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