Asians at Amazon is one of the biggest affinity groups at Amazon, creating a safe space for peers of Asian background and allies to connect. As the Amazon brand evolved, this included updating the logos of the affinity groups to follow updated brand guidelines. Designing a logo that encompasses so many cultures in one, was no easy feat. We focused on 3 main themes: Community, Representation, and Diversity. We worked with an agency to develop initial concepts, and took it back in-house to further explore and refine. The end result is a logo that was voted for by the members of Asians At Amazon.

ROLE

Art Director

2022 Asians At Amazon Logo

The lotus is a flower that has a wide native distribution - from East Asia, Southeast Asia to India. By creating interlocking lines between the flower petals, we show the connection between our diverse Asian cultures and communities.