The framework gives Prime Video its own distinct and compelling look within Amazon, syncs up with existing Prime Video elements to create an immersive experience of the brand and balances the graphic identities of the individual programs and the Prime ecosystem. Pentagram, working in close collaboration with the Prime Video team, helped evolve the positioning with a comprehensive visual language that reflects a passion for entertainment and makes space for all types of stories. The personality of the brand is fun, witty and smart, guiding viewers through the extraordinary range of shows and movies as they follow their personal interests and fandoms-which Prime Video understands because they’re fans too. To build excitement and awareness about the sheer depth of variety showcased on Prime Video, Amazon developed a brand strategy that envisions the platform as a “rabbit hole” of entertainment where viewers can get lost in millions of content choices. And most importantly, it had to be related to the Prime parent brand, while feeling distinctly Prime Video. The framework had to be flexible so it could be modulated for different types of content, from action to drama to comedy to sports, and adapt to cultural nuances in various global markets. Prime Video sought a cohesive brand identity that would stand out in this increasingly crowded landscape, highlight what makes the streamer different from all the rest, and help its original programming shine.
Viewers today are faced with countless streaming options from major services like Netflix, Hulu, Disney+ and AppleTV+, as well as smaller genre-based platforms.
The identity launched alongside a redesigned experience within the Prime Video app that makes it easier for customers to find the content they love. The branding uses the “dimple” of the iconic Amazon smile as a catalyst to move viewers through an infinite ripple of their favorite content. Pentagram’s Emily Oberman and team have developed a brand refresh for Prime Video that highlights this incredible array of entertainment and positions the streaming service as an immersive home for fandoms of all types. Maisel” and “The Boys,” to the blockbuster series “The Lord of the Rings: The Rings of Power,” to the weekly NFL games of “Thursday Night Football” (for which Pentagram designed the brand identity). The content includes Prime Video’s excellent original programming, from hits like “The Marvelous Mrs. Prime Video is a hugely popular streaming service, with over 200 million subscribers––including more than half the adults in the US alone––logging in to enjoy a massive library of movies, series, sports and premium channels, with something for every fan.
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