After receiving feedback from its users and undesirable comparisons, the e-commerce giant Amazon made changes to its new app logo. As per the reports, the company replaced the design of the ribbon from its smartphone application following comparisons to Adolf Hitler’s moustache.
The change, which comes after over 5 years, had been made to its app icon where the jagged border of the ribbon placed on the top with its signature smile-shaped arrow resembled the toothbrush-shaped moustache of German Nazi Hitler.
One user tweeted saying, “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,” while another posted after the change and said, “lmao I completely missed that amazon quietly tweaked its new icon to make it look… less like Hitler.”
Earlier, Amazon’s icon would present its traditional shopping cart with the company’s logo on top. Now, it is been replaced with a brown cardboard box with a blue tape or ribbon-like entity above and an arrow shaped like a smile below. The new icon was launched in January with a proper announcement.
However, after many hawk-eyed users found similarities with the icon and Hitler, Amazon quietly made changes to it without any second announcement for the same. Social media platforms were booming with the silent change made and shared the update.
As a replacement for the jagged border, the company has now opted for a folded tape look depicting the parcels of Amazon while the rest remained untouched.
Though it is often linked to Adolf Hitler who remained active during World War II as a German Nazi leader, the toothbrush-styled moustache was earlier donned by comedians Charlie Chaplin and Oliver Hardy.
In a conversation with CNN, a spokesperson for Amazon said, “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 door step.”
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Another e-commerce platform but based in India, Myntra, was under scrutiny early this year after complaints registered in Maharashtra’s capital Mumbai in December 2020. The complainant alleged that the logo was offensive to women, following which, the company redesigned it. However, many called the complaint “unnecessary” and a “cheap trick to get attention in the name of feminism and women empowerment”.