Amazon had to change its updated logo, as in the opinion of some users it was reminiscent of Hitler. This is what the Washington Post reported yesterday (Tuesday).
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In the last decade, several companies have come under criticism following an update they made to their graphic design: the new AirBNB logo has been compared to the buttocks; Slack’s renewed hashtag reminded some of a swastika; And there were those who revolted when Instagram changed its logo from a vintage camera to an abstract camera outline. And now Amazon has run into a similar problem.
Last month the e-commerce giant released an update to its shopping app, including a new logo. She removed the image of the shopping cart, which had been used by her for more than five years, and replaced it with her familiar arrow-smile with an image in the shape of a piece of blue adhesive tape above it. Following this, the company’s Twitter users noted that the location of the various elements reminded them of the iconic mouth of the Nazi dictator.
Following this, Amazon updated its logo once again this week, adding a small fold to the adhesive tape that would neutralize the problematic connotation. Amazon spokesman Craig Andrews said: “We designed the new icon to evoke anticipation, excitement and enjoyment as our customers begin their phone shopping journey, similar to how they feel when they see our packages on their doorstep.”
Social media allows any user to criticize and raise objections to images that companies upload, thus actually helping companies improve their design process, according to Jason Forrest, creative director at digital design company Ink. “I think the internet is more sensitive to these things,” said Forrest, who added that even when social media users’ reactions are negative, they still indicate emotional investment in the brand, which is a positive thing.