Project
Since the launch of the first Kindle device in 2017, the iconic image of a child reading under a tree has been an iconic symbol of the Kindle brand and reading devices globally. For the 10th anniversary of Kindle, an effort to refresh the brand was undertaken to launch in parallel with a new device reading experience.
Problem
The original brand mark originated as a doodle on the bar code of a box, and from there was reused and repurposed as the Kindle brand grew. The artwork was poorly executed and not friendly for modern use across print, social media and mobile applications. To bring the artwork up to date and refresh the brand for the 10th anniversary, I was given the task to explore new brand marks and to bring the brand in line with current brand efforts for the 10th anniversary.
Existing Kindle Brand Placements
Process
Early phases of the project examined different form factors for the tree and child imagery to focus on a new layout moving away from the tree and leaning into books. Work to modify the child's profile for gender neutrality and age were also explored.
In collaboration with a user research team, information was gathered from customers on the existing brand mark and their relationship to the imagery. It was discovered that the existing brand had a high level of recognition and positive association for customers, leading efforts to lead the imagery in a new format to funnel into refreshing the existing brand mark.
Tree and Child Explorations
The app icon had not been changed since the launch of the Kindle app. This presented an opportunity to reimagine this and it's relationship to the more immersive loading experience.
Kindle App Icon Explorations
Results
The new brand was launched on time and implemented across app stores globally, on device packaging, start up screens, social media, and marketing initiative. The new imagery and app icon were met favorably with positive reviews on social media and journalistic reviews.
"The new Kindle app icon is awesome, super simple and elegant"
- Ellison (@iceburg2k) Twitter
- Ellison (@iceburg2k) Twitter
"But a part of the launch of the new app is,
of course, a new app logo. And I can only say, “I love it”."
of course, a new app logo. And I can only say, “I love it”."
