{"id":13764,"date":"2025-04-29T10:11:33","date_gmt":"2025-04-29T08:11:33","guid":{"rendered":"https:\/\/www.juliendemeyere.fr\/?p=13764"},"modified":"2025-10-28T13:23:35","modified_gmt":"2025-10-28T12:23:35","slug":"amazon-x-koto","status":"publish","type":"post","link":"https:\/\/www.juliendemeyere.fr\/en\/amazon-x-koto\/","title":{"rendered":"Amazon x Koto: A global redesign"},"content":{"rendered":"<div class=\"et_pb_section_0 et_pb_section et_section_regular et_block_section preset--module--divi-section--default\"><div class=\"et_pb_row_0 et_pb_row et_block_row preset--module--divi-row--default\"><div class=\"et_pb_column_0 et_pb_column et_pb_column_4_4 et-last-child et_block_column et_pb_css_mix_blend_mode_passthrough preset--module--divi-column--default\"><div class=\"et_pb_text_0 et_pb_text et_pb_bg_layout_light et_pb_module et_flex_module preset--group--divi-text--divi-font-header--h1y3ko5--default preset--module--divi-text--default\"><div class=\"et_pb_text_inner\"><h2>Plus de coh\u00e9rence<\/h2>\n<p>Amazon, l'un des g\u00e9ants du e-commerce et des services num\u00e9riques, a r\u00e9cemment entam\u00e9 une transformation de son image avec l\u2019aide de <a href=\"https:\/\/koto.studio\/\" target=\"_blank\" rel=\"noopener\"><strong>Koto<\/strong><\/a>, un studio de design reconnu. Le rebranding, d\u00e9voil\u00e9 en 2025, marque une \u00e9tape cruciale dans l\u2019\u00e9volution de la marque. L\u2019objectif ? Unifier une identit\u00e9 visuelle jusque-l\u00e0 fragment\u00e9e, tout en insufflant une nouvelle \u00e9nergie \u00e0 l\u2019ensemble de son \u00e9cosyst\u00e8me mondial. Retour sur ce projet ambitieux et sur la strat\u00e9gie d\u2019Amazon derri\u00e8re cette refonte.<\/p>\n<\/div><\/div><\/div><\/div><div class=\"et_pb_row_1 et_pb_row et_pb_gutters2 et_block_row preset--module--divi-row--default\"><div class=\"et_pb_column_1 et_pb_column et_pb_column_4_4 et-last-child et_block_column et_pb_css_mix_blend_mode_passthrough preset--module--divi-column--default\"><div class=\"et_pb_video_0 et_pb_video et_pb_module et_flex_module\"><div class=\"et_pb_video_box\"><iframe loading=\"lazy\" title=\"Amazon_CS_03_Logo_01_Refinements\" src=\"https:\/\/player.vimeo.com\/video\/1077336002?h=cd0364d0ca&amp;dnt=1&amp;app_id=122963\" width=\"1080\" height=\"608\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\"><\/iframe><\/div><\/div><\/div><\/div><div class=\"et_pb_row_2 et_pb_row et_block_row preset--module--divi-row--default\"><div class=\"et_pb_column_2 et_pb_column et_pb_column_4_4 et-last-child et_block_column et_pb_css_mix_blend_mode_passthrough preset--module--divi-column--default\"><div class=\"et_pb_text_1 et_pb_text et_pb_bg_layout_light et_pb_module et_flex_module preset--group--divi-text--divi-font-header--h1y3ko5--default preset--module--divi-text--default\"><div class=\"et_pb_text_inner\"><h2>Les d\u00e9fis d'une croissance rapide<\/h2>\n<p>Avec une expansion fulgurante, Amazon a vu sa marque se fragmenter \u00e0 travers ses multiples sous-marques (Prime Video, Amazon Music, etc.). Chaque service avait son propre univers visuel, ce qui cr\u00e9ait une identit\u00e9 dispers\u00e9e. Le d\u00e9fi pour Amazon \u00e9tait donc de cr\u00e9er une image unifi\u00e9e, tout en conservant la sp\u00e9cificit\u00e9 de chaque service. Pour r\u00e9pondre \u00e0 cette complexit\u00e9, Amazon a collabor\u00e9 avec le studio Koto. Ensemble, ils ont repens\u00e9 le logo, la typographie et les couleurs pour renforcer l\u2019image globale de la marque tout en am\u00e9liorant son accessibilit\u00e9 et sa convivialit\u00e9. Le choix de la typographie \"Ember Modern\", d\u00e9velopp\u00e9e sur mesure, et la mise en valeur de la fl\u00e8che-sourire, symbole de la marque, montrent une volont\u00e9 de moderniser tout en restant fid\u00e8le \u00e0 ses racines.<\/p>\n<\/div><\/div><\/div><\/div><div class=\"et_pb_row_3 et_pb_row et_block_row preset--module--divi-row--default\"><div class=\"et_pb_column_3 et_pb_column et_pb_column_1_2 et_block_column et_pb_css_mix_blend_mode_passthrough preset--module--divi-column--default\"><div class=\"et_pb_image_0 et_pb_image et_pb_module et_flex_module\"><span class=\"et_pb_image_wrap\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.juliendemeyere.fr\/wp-content\/uploads\/2025\/04\/Amazon_CS_03_Logo_03_Van-1-1300x780-1.jpg\" title=\"Amazon_CS_03_Logo_03_Van-1-1300x780\" width=\"1300\" height=\"780\" srcset=\"https:\/\/www.juliendemeyere.fr\/wp-content\/uploads\/2025\/04\/Amazon_CS_03_Logo_03_Van-1-1300x780-1.jpg 1300w, https:\/\/www.juliendemeyere.fr\/wp-content\/uploads\/2025\/04\/Amazon_CS_03_Logo_03_Van-1-1300x780-1-1280x768.jpg 1280w, https:\/\/www.juliendemeyere.fr\/wp-content\/uploads\/2025\/04\/Amazon_CS_03_Logo_03_Van-1-1300x780-1-980x588.jpg 980w, https:\/\/www.juliendemeyere.fr\/wp-content\/uploads\/2025\/04\/Amazon_CS_03_Logo_03_Van-1-1300x780-1-480x288.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) and (max-width: 1280px) 1280px, (min-width: 1281px) 1300px, 100vw\" class=\"wp-image-13767\" \/><\/span><\/div><div class=\"et_pb_image_1 et_pb_image et_pb_module et_flex_module\"><span class=\"et_pb_image_wrap\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.juliendemeyere.fr\/wp-content\/uploads\/2025\/04\/AMAZON_CS_03_LOGO_04_TILES-1300x780-1.jpg\" title=\"AMAZON_CS_03_LOGO_04_TILES-1300x780\" width=\"1300\" height=\"780\" srcset=\"https:\/\/www.juliendemeyere.fr\/wp-content\/uploads\/2025\/04\/AMAZON_CS_03_LOGO_04_TILES-1300x780-1.jpg 1300w, https:\/\/www.juliendemeyere.fr\/wp-content\/uploads\/2025\/04\/AMAZON_CS_03_LOGO_04_TILES-1300x780-1-1280x768.jpg 1280w, https:\/\/www.juliendemeyere.fr\/wp-content\/uploads\/2025\/04\/AMAZON_CS_03_LOGO_04_TILES-1300x780-1-980x588.jpg 980w, https:\/\/www.juliendemeyere.fr\/wp-content\/uploads\/2025\/04\/AMAZON_CS_03_LOGO_04_TILES-1300x780-1-480x288.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) and (max-width: 1280px) 1280px, (min-width: 1281px) 1300px, 100vw\" class=\"wp-image-13768\" \/><\/span><\/div><\/div><div class=\"et_pb_column_4 et_pb_column et_pb_column_1_2 et-last-child et_block_column et_pb_css_mix_blend_mode_passthrough preset--module--divi-column--default\"><div class=\"et_pb_image_2 et_pb_image et_pb_module et_flex_module\"><span class=\"et_pb_image_wrap\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.juliendemeyere.fr\/wp-content\/uploads\/2025\/04\/Amazon_CS_03_Logo_05_OOH-2-1300x1625-1.jpg\" title=\"Amazon_CS_03_Logo_05_OOH-2-1300x1625\" width=\"1300\" height=\"1625\" srcset=\"https:\/\/www.juliendemeyere.fr\/wp-content\/uploads\/2025\/04\/Amazon_CS_03_Logo_05_OOH-2-1300x1625-1.jpg 1300w, https:\/\/www.juliendemeyere.fr\/wp-content\/uploads\/2025\/04\/Amazon_CS_03_Logo_05_OOH-2-1300x1625-1-1280x1600.jpg 1280w, https:\/\/www.juliendemeyere.fr\/wp-content\/uploads\/2025\/04\/Amazon_CS_03_Logo_05_OOH-2-1300x1625-1-980x1225.jpg 980w, https:\/\/www.juliendemeyere.fr\/wp-content\/uploads\/2025\/04\/Amazon_CS_03_Logo_05_OOH-2-1300x1625-1-480x600.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) and (max-width: 1280px) 1280px, (min-width: 1281px) 1300px, 100vw\" class=\"wp-image-13769\" \/><\/span><\/div><\/div><\/div><div class=\"et_pb_row_4 et_pb_row et_block_row preset--module--divi-row--default\"><div class=\"et_pb_column_5 et_pb_column et_pb_column_4_4 et-last-child et_block_column et_pb_css_mix_blend_mode_passthrough preset--module--divi-column--default\"><div class=\"et_pb_text_2 et_pb_text et_pb_bg_layout_light et_pb_module et_flex_module preset--group--divi-text--divi-font-header--h1y3ko5--default preset--module--divi-text--default\"><div class=\"et_pb_text_inner\"><h2>Une vision strat\u00e9gique<\/h2>\n<p>L\u2019objectif \u00e9tait de cr\u00e9er une exp\u00e9rience fluide et coh\u00e9rente pour les utilisateurs \u00e0 travers tous les services d'Amazon. Le design modernis\u00e9 am\u00e9liore l\u2019engagement client, rendant la navigation \u00e0 travers les diff\u00e9rentes plateformes plus intuitive. La coh\u00e9rence visuelle permet aussi de renforcer la reconnaissance de la marque \u00e0 l\u2019\u00e9chelle mondiale. Ce rebranding n'est pas qu'une question d'esth\u00e9tique. Il s'agit d\u2019une strat\u00e9gie globale visant \u00e0 renforcer la position d\u2019Amazon sur le march\u00e9. En offrant une exp\u00e9rience utilisateur plus engageante et coh\u00e9rente, Amazon se positionne pour rester un leader incontournable dans l\u2019univers num\u00e9rique.<\/p>\n<\/div><\/div><\/div><\/div><div class=\"et_pb_row_5 et_pb_row et_pb_gutters2 et_block_row preset--module--divi-row--default\"><div class=\"et_pb_column_6 et_pb_column et_pb_column_1_2 et_block_column et_pb_css_mix_blend_mode_passthrough preset--module--divi-column--default\"><div class=\"et_pb_video_1 et_pb_video et_pb_module et_flex_module\"><div class=\"et_pb_video_box\"><iframe loading=\"lazy\" title=\"Amazon_CS_05_Color_04_Phone\" src=\"https:\/\/player.vimeo.com\/video\/1077977772?h=83fe8745ac&amp;dnt=1&amp;app_id=122963\" width=\"800\" height=\"1000\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\"><\/iframe><\/div><\/div><\/div><div class=\"et_pb_column_7 et_pb_column et_pb_column_1_2 et-last-child et_block_column et_pb_css_mix_blend_mode_passthrough preset--module--divi-column--default\"><div class=\"et_pb_image_3 et_pb_image et_pb_module et_flex_module\"><span class=\"et_pb_image_wrap\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.juliendemeyere.fr\/wp-content\/uploads\/2025\/04\/Amazon_CS_05_Color_05_Posters-1-scaled-1.jpg\" title=\"Amazon_CS_05_Color_05_Posters-1-scaled\" width=\"2048\" height=\"2560\" srcset=\"https:\/\/www.juliendemeyere.fr\/wp-content\/uploads\/2025\/04\/Amazon_CS_05_Color_05_Posters-1-scaled-1.jpg 2048w, https:\/\/www.juliendemeyere.fr\/wp-content\/uploads\/2025\/04\/Amazon_CS_05_Color_05_Posters-1-scaled-1-1280x1600.jpg 1280w, https:\/\/www.juliendemeyere.fr\/wp-content\/uploads\/2025\/04\/Amazon_CS_05_Color_05_Posters-1-scaled-1-980x1225.jpg 980w, https:\/\/www.juliendemeyere.fr\/wp-content\/uploads\/2025\/04\/Amazon_CS_05_Color_05_Posters-1-scaled-1-480x600.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) and (max-width: 1280px) 1280px, (min-width: 1281px) 2048px, 100vw\" class=\"wp-image-13770\" \/><\/span><\/div><\/div><\/div><div class=\"et_pb_row_6 et_pb_row et_block_row preset--module--divi-row--default\"><div class=\"et_pb_column_8 et_pb_column et_pb_column_4_4 et-last-child et_block_column et_pb_css_mix_blend_mode_passthrough preset--module--divi-column--default\"><div class=\"et_pb_text_3 et_pb_text et_pb_bg_layout_light et_pb_module et_flex_module preset--group--divi-text--divi-font-header--h1y3ko5--default preset--module--divi-text--default\"><div class=\"et_pb_text_inner\"><h2>Conclusion<\/h2>\n<p>Le rebranding d\u2019Amazon par Koto montre l\u2019importance de l\u2019identit\u00e9 visuelle dans la cr\u00e9ation d\u2019une marque forte et coh\u00e9rente. En modernisant son image tout en pr\u00e9servant ses valeurs fondamentales, Amazon continue de faire \u00e9voluer son exp\u00e9rience client pour mieux r\u00e9pondre aux d\u00e9fis du march\u00e9 mondial. Pour voir le projet complet a se passe <strong><a href=\"https:\/\/koto.studio\/work\/amazon\/\" target=\"_blank\" rel=\"noopener\">ici<\/a><\/strong>.<\/p>\n<\/div><\/div><\/div><\/div><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":13778,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[36],"tags":[],"class_list":["post-13764","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-actu"],"jetpack_featured_media_url":"https:\/\/www.juliendemeyere.fr\/wp-content\/uploads\/2025\/04\/Amazon_CS_03_Logo_06_Door-1-2872x1616-1.jpg","_links":{"self":[{"href":"https:\/\/www.juliendemeyere.fr\/en\/wp-json\/wp\/v2\/posts\/13764","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.juliendemeyere.fr\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.juliendemeyere.fr\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.juliendemeyere.fr\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.juliendemeyere.fr\/en\/wp-json\/wp\/v2\/comments?post=13764"}],"version-history":[{"count":12,"href":"https:\/\/www.juliendemeyere.fr\/en\/wp-json\/wp\/v2\/posts\/13764\/revisions"}],"predecessor-version":[{"id":14283,"href":"https:\/\/www.juliendemeyere.fr\/en\/wp-json\/wp\/v2\/posts\/13764\/revisions\/14283"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.juliendemeyere.fr\/en\/wp-json\/wp\/v2\/media\/13778"}],"wp:attachment":[{"href":"https:\/\/www.juliendemeyere.fr\/en\/wp-json\/wp\/v2\/media?parent=13764"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.juliendemeyere.fr\/en\/wp-json\/wp\/v2\/categories?post=13764"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.juliendemeyere.fr\/en\/wp-json\/wp\/v2\/tags?post=13764"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}