Prime Video Rebrand 2022

Prime Video is Amazon's global streaming service. In a crowded field where some rivals styled themselves like prestige film studios, it needed to highlight its originals, stretch from comedy to epic drama and stand apart from the Prime shopping brand, while keeping its valuable smile. Pentagram's 2022 identity evolves the look without changing the logo, casting the service as a rabbit hole of entertainment that speaks fan to fan and welcomes every kind of viewer.