You may not have seen it until someone pointed it out. But an Amazon logo that was quietly redesigned had a disturbing resemblance to the face of Adolf Hitler – at least according to some people on social media.
The much-talked-about app icon, with a smiley arrow under what looked like a toothbrush-style mustache, was unveiled in January, replacing a shopping cart logo that had been used by the online shopping giant for more than five years old.
The company declined to say on Wednesday whether criticism of the new logo led to the second redesign of this year, which dulled the tousled edges and folded a corner of the blue patch, which, according to Amazon, had always intended to evoke a piece of packing tape.
“We designed the new icon to arouse expectation, enthusiasm and joy when customers start their shopping journey on their phones, just as they do when they see our boxes at their door,” said the company about the original change to the shopping cart icon.
While Amazon did not respond directly to questions about whether adjustments were made in response to social media conversations and news about the logo, companies are treading sensitive ground with their brand and the ability of social media to highlight trends or criticisms.
Kara S. Alaimo, professor of public relations at Hofstra University, said that in an era of outrage and trolling on social media, “branding experts should strive to consider all the ways in which people could misuse or misinterpret their logos before launch. “
“America is becoming increasingly diverse and consumer expectations that companies are sensitive to the experiences of different groups are growing,” she added. “If you are a brand, you want to drive and influence cultural changes – not achieve them.”
In recent years, companies have reshaped products, team names and logos, confronting racist stereotypes that lurk in plain sight, from breakfast foods to cars and cups, as some were confiscated by authorities in Germany in 2014.
While some objections addressed public-facing symbols and names, others drew attention to unintended hidden messages or examined designs that could camouflage or suggest violent Nazi images.
In 2013, a JC Penney billboard was removed in California after some saw Hitler’s image in a kettle displayed on it. Last year, Facebook removed ads on its platform that the Trump campaign was buying with a red triangle, a symbol used by the Nazis to classify political prisoners.
At last week’s Conservative Political Action Conference, some viewers said the stage was shaped like a rune appropriate as a symbol of hatred for the Nazis. The organization rejected the statement.
On Twitter, images of the Amazon app logo change were widely shared, in multiple languages, and reported by several news organizations outside the United States. In Germany, where reproductions of Nazi symbols are prohibited, news of the change to the Amazon logo has been covered in technology publications.
“Of course, you can see Adolf Hitler everywhere, if you want,” said Thomas Cloer, a journalist, on Twitter.
The chief executive of the Anti-Defamation League, Jonathan A. Greenblatt, said that Nazi symbols could become common as they spread, especially by people who do not have a complete understanding of their meaning.
The league, which curates an online database of hate symbols, had already drawn attention to other examples, such as when Zara sold a striped shirt with a yellow six-pointed star of David, and H&M announced a child black woman wearing a sweatshirt that said “coolest monkey in the jungle. “
“It is always important for people to speak openly when they see patterns in advertising or design that can be potentially offensive,” said Greenblatt. “Although in many cases this is not intentional, people are legitimately sensitive to these issues because of history and the use of symbolism by racists and anti-Semites, from the Nazis to the current white supremacist movement.”
Dr. Alaimo said it seemed that Amazon did not anticipate that people would see references to Hitler and that he acted quickly to resolve concerns.
In its e-mailed statement on Wednesday, Amazon said the icon for the new app “follows the recent visual and functional updates.” It was released on iOS in Britain, Spain, Italy and the Netherlands on January 25; worldwide on iOS on February 22; and on Android on March 1st.
Melissa Eddy contributed reporting.