After ditching its longtime shopping cart app icon in favor of a cardboard box with blue tape on it earlier this year, Amazon has revisited the new design for another slight tweak — and less of a perceived Adolf Hitler vibe.
The new icon changes the look of the tape above Amazon’s smile logo — which some thought looked a little too much like the — and changed it from a jagged edge to a folded look.
reported that design change was made after “customer feedback” and before the new icon’s worldwide rollout. An Amazon spokesperson told the website that the company “is always exploring new ways to delight our customers. 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.”
Icon designs, and tweaks to them, are a touchy subject, perhaps because users spend all day searching for and thumbing over them on smartphones and tablets, and changes big and small can upset the speed and familiarity of such actions.
When Instagram from a lovable old Brownie-style camera in 2016 to its current, simple outline of a box camera, users moaned about not being able to find the app among a sea of other icons. Five years later, even with that dreaded new icon, Instagram boasts about 1 billion monthly active users.
“Your thumbs are attached to your Instagram button, or your fingers are attached to clicking and ordering things on Amazon,” Jesse Reed, partner at design office Order, Tuesday. “It’s so intertwined that we now have emotional attachments to brands and when they change, it’s like changing a part of your life.”
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…
— Sam Hutchings (@Smutchings)
All I can see now when I look at the new Amazon app is Avatar Aang.
— Alicia (@fempute)