Amazon’s New Icon Holds Us to a Promise We Never Made

Image source

Amazon changed its logo from a dot-com era shopping cart to its signature brown shipping box sealed with blue tape. The image, while clean, minimalistic and innocent, still represents a shipping box — the physical manifestation of our weakening resolve to address single-use, one-way packaging. If an icon update is meant to represent a brand’s evolution, I’m not comfortable with where Amazon is…