A new pair of custom fonts finally tie Amazon products and services together, as part of a global refresh by the design agency Koto.

The Fast Company piece documented this little-known anecdote from the e-commerce behemoth's beginning days as an online book seller. The company's first logo read "Amazon.com" with a slight ...

One observant social media user noted: "Amazon's logo contains an orange arrow that ... initially as a marketplace for books before broadening its scope to include a wide array of product categories.

Pictured is the Amazon Books logo mounted on the brick and mortar wall on opening day of the company's first storefront at University Village in Seattle, Wash. on Nov. 3, 2015. The store will ...