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 ...

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