Rebranding Music
Existing system
In place for more than four years, the Amazon Music design system became stagnant with issues ranging from outdated branding to color-palette contrast concerns. My team set out to define a fresh visual identity for the new Amazon Music Prime tier launch in November 2022.
Typography
Sharp Grotesk was the clear choice for hero typeface; it's confident and bold lines exemplify the brand’s presence, with an energetic edge. It lets us flex our message to convey key information, but never shouts over the artist. This typeface offers the ability to stretch across varying media types and locales, and do it with a little style.
Color
Cyan, the primary color, works well in various customer touchpoints and seamlessly translates from web to print. Where the previous primary color couldn’t meet all contrast-ration requirements, Cyan meets important accessibility standards.
The Amazon Music brand speaks to a wide range of audiences, genres, markets, and levels of fandom. Using a network of gradient builds, this system flexes to varying requirements for an array of customer touchpoints.
Gradients
Together, the components of this system work to create consistency across a range of customer touchpoints, ensuring a unified brand experience that fosters recognition, trust, and cultural credibility.
