Saudi Press

Saudi Arabia and the world
Thursday, Jul 10, 2025

Amazon changes app logo that 'resembles Adolf Hitler'

Amazon changes app logo that 'resembles Adolf Hitler'

Amazon has quickly changed its main shopping-app logo, after commentators said the recent redesign made it look like Adolf Hitler.

Launched in January, the icon depicts a strip of blue tape over an Amazon "smile" logo.

But some observers said it resembled a toothbrush moustache, associated with the Nazi dictator.

The technology giant has now changed the design to a folded blue tape, following customer feedback.

Amazon told BBC News the first icon had been trialled in a few countries before the change had been made.


Branding agency Coley Porter Bell chief executive Vicky Bullen said: “Unfortunately for Amazon, the visualisation of their parcel tape on the original logo will immediately be associated as a Hitleresque moustache, as that shape is forever embedded in our [subconscious] brains as such - not the best association for a brand that wants to create delight on the doorstep.”

The app logo - which appears on smartphones and tablets - previously showed a graphic of a shopping trolley.

The new design appears to be based on a brown Amazon parcel, with the company's signature smile and blue tape.

Amazon said: “We designed the new icon to spark anticipation, excitement, and joy when customers start their shopping journey on their phone, just as they do when they see our boxes on their doorstep.”

One customer had tweeted: “My parents use Amazon nearly every day.

"They’re going to be lost for the next few days.

"When they ask where Amazon’s gone, I’ll tell them to look for the cardboard Hitler."


Another customer had said: “It’s not just a ripped Scotch tape, it’s a ripped Scotch tape that has a similar shape and is right on top of a smiling mouth - Looks like a happy little cardboard Adolf to me.”

Brand designer Studio LWD founder Laura Weldon said: "Brands change and tweak their logos all the time.

"It reflects well on Amazon that they listened to their customers.

"It's clear they care about what their customers say and put the customer at the heart of what they do.

"That can only be a good thing."

'Completely horrified'


Hitler's face is so recognisable many people claim to "see" it in inanimate objects.

In 2011, an image of a Swansea house that resembled the dictator went viral.

A few years later, a man was "completely horrified" to find his new passport photo made him look like Hitler.

And brand errors related to the Nazis are also not unheard of.

In 2002, sports brand Umbro was criticised after one of its trainers was found to have the same name as the toxic gas the Nazis used to murder millions of people across Europe.

Newsletter

Related Articles

Saudi Press
0:00
0:00
Close
BRICS Expands Membership with Indonesia and Ten New Partner Countries
Elon Musk Founds a Party Following a Poll on X: "You Wanted It – You Got It!"
AI Raises Alarms Over Long-Term Job Security
Saudi Arabia Maintains Ties with Iran Despite Israel Conflict
Russia Formally Recognizes Taliban Government in Afghanistan
Mediators Edge Closer to Israel-Hamas Ceasefire Agreement
Emirates Airline Expands Market Share with New $20 Million Campaign
House Oversight Committee Subpoenas Former Jill Biden Aide Amid Investigation into Alleged Concealment of President Biden's Cognitive Health
Amazon Reaches Major Automation Milestone with Over One Million Robots
Meta Announces Formation of Ambitious AI Unit, Meta Superintelligence Labs
China Unveils Miniature Insect-Like Surveillance Drone
Marc Marquez Claims Victory at Dutch Grand Prix Amidst Family Misfortune
Iran Executes Alleged Israeli Spies and Arrests Hundreds Amid Post-War Crackdown
Trump Asserts Readiness for Further Strikes on Iran Amid Nuclear Tensions
Iran's Parliament Votes to Suspend Cooperation with Nuclear Watchdog
Trump Announces Upcoming US-Iran Meeting Amid Controversial Airstrikes
Trump Moves to Reshape Middle East Following Israel-Iran Conflict
NATO Leaders Endorse Plan for Increased Defence Spending
U.S. Crude Oil Prices Drop Below $65 Amid Market Volatility
Explosions Rock Doha as Iranian Missiles Target Qatar
“You Have 12 Hours to Flee”: Israeli Threat Campaign Targets Surviving Iranian Officials
Oman Set to Introduce Personal Income Tax, First in Gulf
Germany and Italy Under Pressure to Repatriate $245bn of Gold from US Vaults
Iran Intensifies Crackdown on Alleged Mossad Operatives After Sabotage Claims
Trump Praises Iran’s ‘Very Weak’ Response After U.S. Strikes and Presses Israel to Pursue Peace
WATCH: Israeli forces show the aftermath of a massive airstrike at Iran's Isfahan nuclear site
We have new information and breaking details to share about what is shaping up to be a historic air campaign tonight
Six Massive Bombs Dropped on Fordow; Trump: 'A Historic Moment for the U.S., Israel, and the World'
Fordow: Deeply Buried Iranian Enrichment Site in U.S.–Israel Crosshairs
United States Conducts Precision Strikes on Iran’s Nuclear Sites
US strikes Iran nuclear sites, Trump says
Pakistan to nominate Trump for Nobel Peace Prize.
Israel Confirms Assassination of Quds Force Commander in Tehran
16 Billion Login Credentials Leaked in Unprecedented Cybersecurity Breach
Senate hearing on who was 'really running' Biden White House kicks off
G7 Leaders Fail to Reach Consensus on Key Global Issues
Mass exodus in Tehran as millions try to flee following Trump’s evacuation order
Iranian Military Officers Reportedly Seek Contact with Reza Pahlavi, Signal Intent to Defect
Vietnam Emerges as Luxury Yacht Destination for Ultra‑Rich
China's Iranian Oil Imports Face Disruption Amid Escalating Middle East Tensions
Trump Demands Iran's Unconditional Surrender Amid Escalating Conflict
Israeli Airstrike Targets Iranian State TV in Central Tehran
President Trump is leaving the G7 summit early and has ordered the National Security Council to the Situation Room
Netanyahu Signals Potential Regime Change in Iran
Analysts Warn Iran May Resort to Unconventional Warfare
Iranian Regime Faces Existential Threat Amid Conflict
Energy Infrastructure Becomes War Zone in Middle East
Iran Conducts Ballistic Missile Launches Amid Heightened Tensions with Israel
Iran Signals Openness to Nuclear Negotiations Amid Ongoing Regional Tensions
Shock Within Iran’s Leadership: Khamenei’s Failed Plan to Launch 1,000 Missiles Against Israel
×