New Prime Video branding makes clever use of the Amazon logo

The Amazon logo is one of the most recognisable around, and possibly one of the cleverest. Most people can tell that the curved arrow also represents a smile, but the fact that it points from A to Z on the wordmark is an inspired touch. So it's little wonder Pentagram's new visual identity leans into the 'smile' asset.

Designed to"move viewers through an infinite ripple of their favourite content," the new look lets the smile's 'dimple' take the lead as a clever and energetic framing device. The identity launched alongside a redesigned experience within the Prime Video app and was designed"to build excitement and awareness about the sheer depth of variety showcased on Prime Video," envisioning the platform as a"rabbit hole".

While it's a subtle effect , it's certainly a creative use of the 'dimple', and one that maintains the arrow's sense of movement too. called Prime Video Sharp , which Pentagram describes as"strong and friendly," with multiple weights that fit in with the Prime family and"support the exuberant tone of the messaging."

It's only February, but we've already seen some striking new visual identities from various brands. Just this month, we saw some awesome new

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