Amazon has unveiled its new logo after the company's previous one sparked controversy for resembling Nazi dictator Adolf Hitler.
Back in January, the e-commerce giant launched a brand new icon for its app, replacing the shopping cart graphic. The icon consisted of a beige square resembling an Amazon parcel, as well as the company's iconic smile arrow and a strip of blue tape at the top.
However, it didn't take long before people started pointing out that the blue tape looked like a Hitler-style mustache - particularly as it was paired with a "mouth".
One person took to Twitter to write: "Amazon’s new app logo be lookin like they’re the THIRD most downloaded in the “Reich” section."
Another remarked: “My parents use Amazon nearly every day. They’re going to be lost for the next few days. "When they ask where Amazon’s gone, I’ll tell them to look for the cardboard Hitler."
A third commented: "It’s not just a ripped scotch tape, it’s a ripped scotch tape that has a similar shape and is right on top of a smiling mouth. Looks like a happy little cardboard Adolf to me."
In the wake of the criticism that Amazon received for its perceived oversight, the firm decided to change it up a little. Now the blue tape at the top of the logo is folded in the bottom right-hand corner.
Amazon told BBC News that the first logo had been trialed in several countries before the company decided to alter it.
Branding agency Coley Porter Bell chief executive Vicky Bullen said, per the outlet:
“Unfortunately for Amazon, the visualization of their parcel tape on the original logo will immediately be associated as a Hitleresque mustache, as that shape is forever embedded in our [subconscious] brains as such - not the best association for a brand that wants to create delight on the doorstep.”
A statement from Amazon regarding the change reads:
“We designed the new icon to spark anticipation, excitement, and joy when customers start their shopping journey on their phone, just as they do when they see our boxes on their doorstep.”