Amazon

A9

Brand Identity

A9 develops and manages product search and advertising technologies for Amazon.com and has a specialization in computer vision, machine learning and artificial intelligence. A9 has teams in Palo Alto, Bangalore, Beijing, Dublin, Munich, and Tokyo. A9 has development efforts in the areas of Product search, Visual search, Cloud search, Local search, and Advertising Technology.

For the brand refresh, I worked closely with the A9 leadership team, A9 recruiting team, and the Amazon Corporate brand team, to define the A9 persona then create a cohesive and scalable design system.

I refined the A9 logo for better visual balance, giving more attention to the arrow, or smile. To capture the essence of the powerful search technologies A9 provides for Amazon, I utilized the emphasis on the arrow with a new tagline: Powering the smile. The brand identity is simple and powerful, rallying A9's employees and stakeholders around this exciting project.

Brand Identity

Concept Development

Visual Design

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