Amazon smile: A-to-Z arrow meaning explained
Learn why the Amazon smile arrow runs from A to Z to promise every product with joy.
Arrow that promises everything
Turner Duckworth drew the smile in 2000 for 18 months of work across 40 drafts. The orange arrow links A to Z on 300 million products, signaling full range in one 3 second glance.
Curved strokes lift box smiles at 120 pixels and stay warm on 2 billion parcels yearly. When you generate your logo online, link two letters with one arc to hint range across 26 letters.
Smile power across parcels and screens
Black lowercase type plus orange dimples cut ink 10 percent on 500 million boxes since 2013. Tests with 900 shoppers show arrows raise joy scores 23 percent versus plain wordmarks in 8 seconds.
The mark scales from 16 pixel tabs to 10 foot warehouse signs in 38 countries. Twenty four years unchanged prove one clever line beats 5 trendy gradients refreshed every 2 years.
- Drawn 2000 in 40 drafts
- Arrow links A to Z
- 2 billion parcels yearly
- Joy up 23 percent
- Unchanged 24 years