Netflix
Technology • Gretel
Reversed logo Prime Video
Amazon's streaming platform featuring original content and a vast library, distinguished by its blue brand and signature smile arrow.
Prime Video extends Amazon’s smile arrow into the entertainment space, pairing the familiar brand element with bold blue typography. The logo leverages Amazon Prime’s existing equity—free shipping, music, and reading benefits—positioning video as part of a comprehensive membership value. The blue (#177BCE) differentiates Prime Video from Amazon’s traditional orange and black retail branding while maintaining family resemblance through the signature arrow from “A” to “Z.”
Logo History
Amazon Video launched in 2006 as a rental service before evolving into Prime Video in 2011 as a Prime membership benefit. The current logo emerged around 2016 as Amazon invested heavily in original content to compete with Netflix and Hulu. The design maintains Amazon’s lowercase typography and smile arrow, creating instant parent brand recognition. Unlike standalone streaming services, Prime Video’s logo emphasizes integration with the broader Prime ecosystem—the smile arrow reminds subscribers that video is one benefit among many, justifying the membership cost even for occasional viewers.
Design Philosophy
The wordmark uses Amazon’s proprietary sans-serif, maintaining consistency across the company’s expanding service portfolio. The blue (#177BCE) suggests trustworthiness and premium content while avoiding direct competition with Netflix’s red or Spotify’s green in the attention economy. The smile arrow serves dual purposes: brand recognition and subtle directional cue suggesting forward motion, discovery, and satisfaction. The dark background (#0F171E) creates cinematic atmosphere appropriate for video content while ensuring white text and colorful thumbnails achieve maximum impact.
Brand Identity
Prime Video’s visual identity remains deliberately tied to Amazon’s broader ecosystem rather than asserting independence. The interface integrates rental and purchase options alongside Prime-included content, reflecting Amazon’s e-commerce DNA. The blue accent appears in playback controls, selection highlights, and “Prime” badges that distinguish included content from paid rentals. This dual model—free with membership yet offering additional purchases—creates complex branding challenges that the logo addresses by emphasizing “Prime” membership value over pure streaming service positioning.
Cultural Impact
Prime Video succeeded through bundling strategy rather than standalone brand strength—many subscribers access it incidentally through Prime memberships purchased for shipping. This approach challenged the industry assumption that streaming services required dedicated brands and pricing. Hits like “The Marvelous Mrs. Maisel,” “The Boys,” and “The Lord of the Rings: The Rings of Power” elevated Prime Video’s content reputation, though the logo remains less culturally prominent than Netflix’s “N” or Disney’s script. The platform’s Thursday Night Football acquisition signals Amazon’s ambition to dominate live sports streaming.
Clear Space
Maintain adequate clear space around the Prime Video logo to ensure visual integrity and maximum legibility. The minimum exclusion zone equals the height of the logo's cap height (represented as "x") on all sides. This protective space prevents the logo from appearing cluttered when placed near other graphic elements, text, or page edges.
x
x
x
x
Ratio: 3.2 : 1
ViewBox: 400 × 126
Logo Usage Guidelines
Preserve the integrity of the Prime Video logo by avoiding unauthorized modifications. Consistent application across all touchpoints strengthens brand recognition and maintains professional standards. The examples below illustrate common misuses that compromise the logo's visual impact and brand identity.
Don't rotate
Don't skew
Don't stretch
Don't recolor
Don't add shadows
Don't crop
Don't outline
Don't place on busy backgrounds
Similar Palettes
Frequently Asked Questions
- The Prime Video logo uses 3 colors: Prime Blue (#2D75FA), Prime Dark (#0F171E), and White (#FFFFFF). These values are used consistently across all official Prime Video brand materials.
- Yes. Click the Download SVG button at the top of this page to get a production-ready vector file. SVG format scales to any size without quality loss, making it ideal for websites, presentations, and print materials.
- The Prime Video logo was designed by In-house (Amazon) at Amazon in 2016. The design has become one of the most recognized marks in the Entertainment industry.
- Maintain clear space equal to the logo's cap height on all sides. Do not rotate, skew, stretch, recolor, crop, or add effects to the logo. Always use the official SVG file and ensure sufficient contrast with the background.
- A reverse logo is a white or light version designed for use on dark backgrounds. It maintains the same proportions as the primary Prime Video logo while ensuring legibility on brand-colored surfaces, dark packaging, or apparel.
- The Prime Video logo uses Amazon Ember. For accurate representation, always use the official vector logo rather than attempting to recreate the typography.
- Commercial use of the Prime Video logo typically requires written permission from Prime Video. The logo is trademarked intellectual property, so while editorial use and accurate product references are generally permitted, promotional or commercial use needs authorization. Do not alter the logo or use it to imply endorsement.
