In the last months Amazon Prime Video has updated its look. The new identity aims to differentiate the video platform in an increasingly crowded landscape.
Il brand refresh of the most popular streaming service in the world, with over 200 million subscribers, more than half of which in the United States alone, bears the signature of Pentagram.
The independent branding and design agency has developed a branding update that highlights the incredible range of entertainment and positions the streaming service as an immersive home for fandom of all kinds.
Today users from all over the world can access and enjoy a huge library of movies, series, sports and premium channels. The brand uses the “dimple” of Amazon’s iconic smile – “the Dimple” – as a catalyst to move viewers through an endless ripple of their favorite content.
Identity launched alongside a redesigned version of the Prime Video app that makes it easier for users to find the content they love.
Differentiate Amazon Prime Video with a new personality
Per distinguish the platformFaced with countless streaming services like Netflix, Hulu, Disney+, and AppleTV+, Prime Video has sought a cohesive brand identity by highlighting what makes it different from all others, helping its original programming shine.
The framework had to be flexible in order to be scalable for different types of content, from action to drama, from comedy to sports, and adapt to cultural nuances in various global markets.
Among other needs was to relate Prime Video to the main Prime brand, while retaining its own distinct personality.
The brand personality is funny, witty and intelligentguides viewers through the amazing range of shows and films.
Pentagram, working closely with the Prime Video team, has helped evolve the positioning with a comprehensive visual language that reflects a passion for entertainment and makes room for all kinds of stories.
The framework gives Prime Video a distinct and compelling appearance within the Amazon world, synchronizing with existing Prime Video elements to create an immersive brand experience.
Familiar elements enrich the playful character of the brand
With a captivating eye for detail and a joyful sense of humorthe rebrand expresses the idea that Prime Video is extremely tuned and nerdy (in its most positive sense) when it comes to entertainment.
The identity use familiar elements of the brand in a fun and surprising way, transforming the Amazon smile arrow into a distinct and personal shape that conveys movement, momentum and energy.
The curved shape can be cut into characteristic sections or used as a picture frame/window. The images are big and bold and burst through the dimple. The color of the brand is a bright and contemporary “Prime Blue” taken from the Prime palette.
Pentagram created a bold new proprietary typeface in collaboration with Lucas Sharp Of Sharp Type.
The new customized version of Sharp Grotesk, called Prime Video Sharpis strong and friendly, with multiple weights that fit the Prime family and they support the exuberant tone of the messaging.
The font is designed to fit dozens of playful symbols, dubbed “Iconics,” which can represent various genres or create rebus-like shortcuts.
The concept cleverly scales into everything from billboards to social media to motion graphics to TV commercials to GUI (graphical user interface).
The designers have developed two distinct visual modes, or “tunnels,” for different types of content: bold and bright in Prime Video’s signature blue for a pop culture twist, or dark and cinematic for when things get more serious, sophisticated and dramatic.
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