Amazon Pay
This project was small in size but had much impact during my time in Amazon India. The objective was to localise Amazon Pay’s brand identity in India and make people more familiar with the new feature.
Brand identity in US
Amazon Pay was a new service in India back then, and also the idea of online payments/transactions was not a familiar concept among the people.
In the United States, the Amazon Pay brand was quite established, and they started using “pay” with just the amazon yellow smile. The goal was to establish the concept of payment through the logo and reinforce it with the Amazon Brand identity.
Concept: Wallet
We decided to explore having a wallet in the present amazon pay logo because it immediately connected with money, payment or transactions. I explored few options without having "Amazon" for future purposes and areas where a full logo cannot be placed.
Final Logo
Small use case: The smile logo didn’t have enough equity in India to stand alone in a logo treatment, therefore it was suggested to continue with the a/smile logo until Amazon started utilizing the standalone smile logo in more applications in India.
