e-commerce
Amazon tweaks new app logo after comparison with Hitler’s moustache
MUMBAI: If you have ever ordered a package from Amazon, you would be familiar with their product packaging- an ubiquitous brown cardboard box with a black adhesive tape running along its sides. Taking this imagery even further, the e-commerce giant had unveiled its new app icon in January featuring a brown box with a jagged piece of blue tape, right above its trademark smile-shaped arrow — overall, giving the icon the appearance of a smiling face. But unfortunately for the online retailer, it evoked anything but smiles from certain sections of social media.
The logo came under fire from some netizens globally, who felt that the blue tape, positioned above the smiling arrow logo, had an uncanny resemblance to the infamous toothbrush moustache sported by German dictator, Adolf Hitler. Some went so far as to claim that the new app icon reminded them of a smirking Hitler. The comparison blew up social media until Amazon decided to come up with a new logo to quell the outrage.
The e-tailer, which had updated its new logo across most regional app stores, quietly rolled out a minor update to its icon. The new logo now has the blue tape, minus the jagged edge and folded at the corner to remove any iota of resemblance to the ‘provocative’ moustache.
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“Amazon is always exploring new ways to delight our customers. We designed the new icon to spark anticipation, excitement, and joy when customers start their shopping journey on their phone, just as they do when they see our boxes on their doorstep,” said the company’s spokesperson of the original change from the age-old shopping-cart icon.
It was unclear if criticism of the new logo prompted the second redesign this year for the company which advertises itself as “delivering smiles to customers’ doorsteps”.
Coming on the heels of another logo change by yet another e-commerce player — Myntra after indignation from an Indian citizen — it is evident that corporations are treading on eggshells when it comes to their branding. The Indian fashion e-tailer headquartered in Bengaluru, Karnataka had to alter its app icon after an NGO charged the M-shaped logo was offensive and derogatory towards women. Myntra changed the logo soon after a complaint was lodged with the cyber cell in Mumbai by Avesta Foundation's Naaz Patel, noting that the brand’s signage resembled a naked woman with splayed legs, and was hence "obscene".
The logo, with some minor tweaks to the original, was changed across Myntra's website, app and packaging material. The matter, however, drew a mixed response from netizens. While some welcomed the company's decision to change the logo, many said such demands for logo changes seemed whimsical.
Ironically, a few also said the complaint exaggerated and brought to notice the supposed structure of the logo, which many would not have cared to notice otherwise; going on to add that they "cannot unsee it now".
So then the question arises, in an era of social media outrage and trolling where do brands draw the line? The ability of social media to highlight trends or criticisms cannot be discounted, more so for an e-commerce platform. With the online space becoming more expansive and diverse, consumer expectations for companies to be sensitive to the experiences of different groups has only grown. However, opinion remains divided on whether brands should bend over backward to consider all the possible ways people could misuse or misinterpret their logos.
e-commerce
Instamart and Duolingo launch street spell check campaign for Instaprint
Duo the owl fixes signboard typos across cities to showcase instant printing.
MUMBAI: If spelling mistakes had a sworn enemy, it might just be a bright green owl with a printer. Instamart has teamed up with language learning platform Duolingo for a quirky nationwide campaign that turns everyday spelling errors into a public spectacle while promoting its instant printing service, InstaPrint. The playful activation takes aim at the many misspelled shop boards and public signs scattered across Indian streets. From “saloons” that promise haircuts rather than drinks to menus and posters peppered with punctuation mishaps, the campaign sends Duolingo’s mascot Duo on a mission to restore linguistic order.
Armed with Instamart’s instant printing feature, Duo prints corrected versions of the mistakes on the spot and pastes them over the originals. The result is a series of humorous street interventions that have quickly begun circulating on social media.
Photos and videos of the grammar correcting owl have been widely shared online, with amused users reacting to the unexpected spell check patrol. One user joked, “Ab ayega na maza bhidu,” capturing the internet’s delight at the unusual campaign.
Behind the humour lies a practical message. The activation is designed to showcase the capabilities of Instaprint, Instamart’s printing service that allows users to print documents and posters almost instantly.
The company says the feature is meant for everyday needs such as printing resumes, visa documents or last minute posters without the usual scramble to locate a print shop.
Instamart introduced Instaprint in 2025 across select metropolitan cities including Bengaluru, Mumbai and Delhi. The service allows users to order printed materials directly through the platform, extending the quick commerce model beyond groceries and household essentials.
By combining Duolingo’s famously persistent owl with India’s street level spelling quirks, the campaign taps into the internet’s long running fascination with grammar mistakes while demonstrating a real world use case for instant printing.
After all, in a world full of typos, sometimes what you really need is a quick printer and a very determined language teacher.
