Amazon Tweaks App Icon As Some People Compared Logo to Adolf Hitler's Mustache

E-commerce giant Amazon forcefully changed the logo again weeks after modifying the smartphone icon for the first time in more than five years. Social media users noted that the first revised logo resembled German dictator Adolf Hitler's iconic look.

Amazon's trademark curved arrow -- designed to look like a grin -- against a brown backdrop, likely inspired by the cardboard boxes used to sell Amazon merchandise, was featured in the new logo series, which had started to appear on many regional app stores. However, a thin blue strip of packaging tape at the top of the new logo caused outrage on the internet.

According to Vanity Fair, Adolf Hitler's toothbrush mustache is one of the most powerful icons of the twentieth century, symbolizing everlasting evil. The toothbrush mustache was first popularized in the early 1900s by comedians like Charlie Chaplin before being synonymous with Adolf Hitler.

Many social media users' jagged edges of the blue tape were quickly noticed as resembling Hitler's trademark toothbrush mustache.

Because of the increased number of comments, the e-commerce behemoth has quietly changed its app logo. Amazon has changed its branding to a less controversial new look.

The company released an enhanced version of the symbol for the iPhone on February 22. On March 1, Amazon released the new logo for Android.

The blue strip was designed to resemble a rolled-over sheet of tape this time. The corporation hasn't said if the slight style change was in reaction to the Nazi dictator's reference.

Coley Porter Bell's chief executive, Vicky Bullen, told BBC that their parcel tape's visualization on the original logo would be instantly synonymous with Hitler's mustache.

"That shape is forever embedded in our brains... not the best association for a brand that wants to create delight on the doorstep," she said.

It should be noted that the company's previous branding, before its redesign, featured the brand's name along with an arrow depicting a grin.

Turner Duckworth, the creator of Amazon's previous logo, said per Logaster that the grin depicting an arrow pointing from A to Z symbolizes its vast range of merchandise.