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Amazon Abandons Hitler Moustache

Amazon changes app logo that 'resembles Adolf Hitler'.

Amazon has quickly changed its main shopping-app logo, after commentators said the recent redesign made it look like Adolf Hitler. Launched in January, the icon depicts a strip of blue tape over an Amazon "smile" logo.

But some observers said it resembled a toothbrush moustache, associated with the Nazi dictator. The technology giant has now changed the design to a folded blue tape, following customer feedback.

Branding agency Coley Porter Bell chief executive Vicky Bullen said: “Unfortunately for Amazon, the visualisation of their parcel tape on the original logo will immediately be associated as a Hitleresque moustache, as that shape is forever embedded in our [subconscious] brains as such - not the best association for a brand that wants to create delight on the doorstep.”

The app logo - which appears on smartphones and tablets - previously showed a graphic of a shopping trolley. The new design appears to be based on a brown Amazon parcel, with the company's signature smile and blue tape.

One customer had tweeted: “My parents use Amazon nearly every day. They’re going to be lost for the next few days. When they ask where Amazon’s gone, I’ll tell them to look for the cardboard Hitler."

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