Return to flip book view

Amazon is looking for a comprehensive design system to be applied across its transportation and delivery group. In order to make themmore consistent and stand as a brand itself, the design gives a name tothe whole Amazon’s transportation system as Amazon Fleet, and using3 different colors to represent sea, ground and air transportation whilekeeping in a same design pattern to form a clear brand recognition.

The logo

Logo conceptWhat it meansSimple as the name itself, fleet is the brand of Amazon’stransportation fleet system. Continuing using the orangecolor and smile element in Amazon’s logo to bring thebrand’s affiliation to Amazon. The “f” and “l” are connected together to form a “A” shape responding to Amazon’s first letter, and continuing with the smile wave to form a smooth and sleek feeling of the brand. The double “e” in the logo are also siting on the smile wave as eyes, which makes the whole logo a happy face to impress audience with a pleasant brand experience.“A” smile

Logo variationsA. Primary logo used on white background.B. Primary logo with Amazon mark.C. Icon: a lower case “a” with the smile wave, developed from the primary logo.D, E, F. logos on colored background.A.B.C.D.E.F.

Minimum sizesThere are no predetermined sizes for the logos. Scale and proportion should be determined by the available space, aesthetics, function and visibility. There is no preset maximum size for the logos. Here shows the minimum sizes for print and digital uses to ensure the legibility.A. Primary logo without Amazon mark could use a smaller size than the one with.B. Primary logo with Amazon mark should use a bigger size to ensure the Amazon mark’s legibility.C. The minimum size for the icon is the size of a favicon.A.B.C.0.5” / 48px1.25” / 120px0.2” / 16px

Clear spacePrimary logoTo ensure that the logo is clearly visible and look clean in all applications, surround it with sufficient clear space. The clear space indicated is the minimum. It equals to the height of letter “e” in the logo.The minimum clear space surround the icon equals to the height of the letter “e” in the logo that with the same width of the icon.Icon

Prohibited useA. Stretch.B. Rotate.C. Color with color that is not in the color palette.D. Reposition the Amazon mark.E. Cut off the icon.F. Use on similar colored background.A.B.C.D.E.F.

Typography

TypographyEuropa Bold is used for all headlines and titles.Europa BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcedfghijklmnopqrstuvwxyz0123456789 - &*#@?!/+(.,:;)Europa Regular or Light is used for body copy.Europa RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcedfghijklmnopqrstuvwxyz0123456789 - &*#@?!/+(.,:;)Europa LightABCDEFGHIJKLMNOPQRSTUVWXYZabcedfghijklmnopqrstuvwxyz0123456789 - &*#@?!/+(.,:;)

Color system

Color paletteWhen the brand representing the whole Amazon transportation system, using Amazon orange in the logo and patterns.The transportation system would be divided into 3 fleets and use different colors in the logo and patterns:Sea fleet uses color sea teal;Ground fleet uses color ground green;Air fleet uses color sky blue.Amazon orangeCMYK: 0 / 46 / 96 / 0RGB: 249 / 155 / 34Hex: #F99B22Sea tealCMYK: 76 / 9 / 34 / 0RGB: 7 / 172 / 176Hex: #07ACB0Ground greenCMYK: 44 / 0 / 100 / 0RGB: 156 / 203 /42Hex: #9CCB2ASky blueCMYK: 52 / 31 / 0 / 0RGB: 116 / 160 / 243Hex: #74A0F3

Sea fleet

Ground fleet

Air fleet

Applications

Sea fleet

Ground fleet

Air fleet

Livery Branding for Amazon Transportation SystemBy Xingyu Zhong