In the cutthroat world of retail, one curved line has changed everything. Amazon's logo, now as ubiquitous as the cardboard boxes piling up on doorsteps worldwide, tells a story of ambition ...

Few symbols are as important to a brand's identity ... This image lasted until 2000, but it's strange that Amazon's logo didn't depict its main product at the time, books. That stands in contrast ...

The offending logo (left) and the revised version (right" Amazon has quickly changed its main shopping-app logo, after commentators said the recent redesign made it look like Adolf Hitler.

The logo they used in 1958, however, eschewed the idea of timelessness in an attempt to seem futuristic. Amazon's original logo lacks the subtlety of its current "A to Z" design. Instead ...