Custom
Typeface

Three custom typefaces for the world’s largest marketplace: Amazon.

We partnered with Koto and Amazon on an 18-month rebrand spanning 15 markets and more than 50 sub-brands, re-centering the company around its most recognizable core assets. The project introduced a clear and flexible identity system designed to reconnect every sub-brand to a unified visual language.

At the center of the rebrand is the smile — no longer just an arrow from A to Z, but a symbol of delight. Alongside the new identity, NaN developed three custom typefaces, including Amazon Sans, Ember Modern Display and Ember Modern Text, a refined grotesk with subtly softened corners, designed across multiple widths and weights. Together with a modular logo system, the typography creates a shared foundation across Amazon’s vast brand ecosystem.

Custom Typeface
Year: 2025
Client: Amazon

Agency: Koto
Team: NaN (Luke Prowse, Jean-Baptiste Morizot, Florian Runge, Léon Hugues, Fadhl Haqq, Jolana Sýkorová), Koto
Images: Koto