The recent Amazon logo controversy led the company to opt for Amazon new logo. Amazon has recently introduced some tweaks in the logo before rolling out the final design worldwide. The tech tycoon had earlier introduced a new icon in only a few countries in late January, but finally, decided to change the design of the blue tape.

The e-commerce giant opted for a quiet Amazon logo change after some unfavorable comparison with Hitler’s moustache. The toothbrush mustache was originally popularised in the 1900s by comedians like Charlie Chaplin but later became forever associated with German Nazi leader Adolf Hitler.

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Users of the Amazon app will now see a brown box that bears a resemblance to a parcel with a blue strip that looks like packaging tape above the company’s signature arrow in the shape of a smile. The Amazon new logo features the blue tape on top, but without the jagged edge.

The Amazon new logo successfully dodges the issue raised by a few users across the world. The company has swapped out the moustache-style adhesive with a two-toned folded piece of tape that refers to the joy of tearing open an Amazon package. The new icon has already started receiving positive feedback and has even received favourable comparisons, with one comparing it with Avatar: The Last Airbender’s Aang

An Amazon spokesperson commented, “Amazon is always exploring new ways to delight our customers. We designed the new icon to spark anticipation, excitement, and joy when customers start their shopping journey on their phone, just as they do when they see our boxes on their doorstep.”

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