Brand Design - Amazon - Amazon Security Branding

Project Overview

Security plays a key role in the ways that we connect with the services we use, and for a company as large and connected as Amazon, it is perhaps the most vital and continually evolving role there is. With a mindset that is always trying to anticipate tomorrow’s needs, Amazon created a brand new security team whose mission is to oversee and assist with all security efforts at Amazon and its extended family of sub-brands. Driven by the idea that more heads working toward the same goal strengthens the group, Amazon looked to Incubate for help in developing this mentality into a logo and brand voice for their new Amazon Security team.

The result was a logo mark inspired by the idea of individual parts coming together, representing a group united by a common goal. The circular mark can be adapted to each of the individual departments and teams that reside within the Amazon Security family. In addition to developing the logos, we extended the brand voice into an identity system that included collateral material applications and a launch campaign that would help establish Amazon Security as the approachable and collaborative group they are.