I’m quite surprised by the icons though; they don’t appear to be particularly sophisticated, but maybe that’s just me…I am an old fart after all and quite possibly not in the primary target audience. So perhaps what they really are are ‘playful’. But being a long time Amazon user and Prime subscriber (as I’m sure very many other wrinklies are) I would have preferred to see some slightly more elegant icon imagery to match the elegance of the new typeface.

But still, it’s a Pentagram project so it’s brightened my day to see it.