Smile Wisely

Amazon Smile is used everywhere in the company, from Web, TV, storefront, and airplane to shipping boxes. Since separating the smile logo from the entire Amazon logo a few years back, tremendous effort has gone into making the smile logo iconic of its own.

The brand team reached out to create a video for the internal brand portal explaining brand standards. Our purpose of the video was to retain clarity, avoid confusion about the smile logo for our customers, and encourage high-velocity decision-making when using it. The video guide will explain some of the dos and don'ts of smile trademarks.

Process - Moodboard

Visual metaphors and negative space were essential aspects of engaging storytelling.​​​​​​​

Colors

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Colors are selected thoughtfully to identify and keep the integrity of branding.

Storyboard

Sketches to create a sense of the exact look and find agreement with the brand team before starting the illustrations.​​​​​​​

Motion

The animation was made in a hybrid of Adobe After Effects, Cinema 4D and Adobe Animate. Cinema 4D is used in scenes with more complex movements. The camera used a long focal length to maintain the 2D flat look and then shaded in Octane render with flat color shader materials.