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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.