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Looking back, it's funny to see how long it took them to make the whole A-Z connection that finally appeared in the 2000 logo.

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Was unaware of that as well. Kind of like how I had no idea the space between the 'E' and 'x' in FedEx are supposed to make an arrow.

I always thought it was a smile :-)

When it comes to quick things, like instantly evaluating a logo, the reptilian brain takes over and decides before there's ever time to think about it.

It's both! It's recently started to appear on its own, without the text, in some promo material, and in that context it's just referred to as the "Amazon smile."

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