Designing Prime Video’s new branding, as explained by Pentagram

“CR interviews Pentagram partner Emily Oberman about the “charmingly nerdy” design approach behind Amazon’s streaming service brand refresh”

While Amazon Prime Video has reached a remarkable 200 million subscribers, it faces stiff competition from other streaming services such as Netflix, Hulu, Disney+, and Apple TV+. The competition for viewers’ attention seems to be growing with each passing year.

With streaming services transforming from mere entertainment hubs to full-fledged production studios, some have embraced a more sophisticated image that positions them on par with prestigious events like Cannes and the Academy Awards, rather than simply being platforms for binge-watching during hangovers. In the midst of this mature landscape of streaming services, the newly designed branding by Pentagram for Prime Video appears as a refreshing return to the playful side of entertainment. The updated visual identity will be showcased through out-of-home advertisements, television commercials, social media, merchandise, and, of course, the Prime Video player itself.

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