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

Tabarak Khan
3 min readMar 2, 2021
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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…

Tabarak Khan

I write about the psychological, emotional, and cultural factors that affect our decisions. Engineer | Brand Strategist | Curious