Amazon Kids Rebrand
Art Director + Designer: Jordan Richards
︎ Amazon rebrands FreeTime to Amazon Kids - The Verge
In 2020, Amazon’s all-in-one kids subscription service, Freetime and Freetime Unlimited went under a global rebrand to Amazon Kids and Amazon Kids+. I was tasked with designing and creating the logo for the brand. The logo takes on Amazon’s house typeface of Amazon Ember Display, but with a playful twist. Each letter is manipulated with rounded caps and then off-kiltered from the baseline for a more kid-friendly feel.
![](https://freight.cargo.site/t/original/i/ee3f051ac57e6289351f9d303eccd5a34b8bfc0319985736425d867b63cb90c6/Kids_Thumbnail.gif)
![](https://freight.cargo.site/t/original/i/f91baa3b1f9c9850c8fcd295e493041dc3172d5f2432b657968dee872b570c2c/AmazonKids_Website_Assets_oldvsnew-04.jpg)
![](https://freight.cargo.site/t/original/i/f642471d2dcdf5f82f3cc0cdaa23421f9364c2834484d0c911b7fcb94f6a8c7d/AmazonKids_Website_Assets_both-02.jpg)
![](https://freight.cargo.site/t/original/i/537525c62176332f618eafa73724f417ee35ca4f52c0a9e375cadd18f0d38158/AmazonKids_Website_Assets_App-01.jpg)
![](https://freight.cargo.site/t/original/i/3c3602b9a5c28bca1016451c11c25a229b7157659331ff7181d5f09e0ea1408c/AmazonKids_Website_Assets_brand-05.jpg)
![](https://freight.cargo.site/t/original/i/4929bdd3393bf2d0a783bc6c862a610e9453b2eaa69586ad3f9f5b67ebc17f6a/AmazonKids_Website_Assets_photo2-06.jpg)