Companies don't come any bigger or more successful than Amazon. What started as a traditional mail order company has expanded to the point where it has its own subscription-based television network, and has made founded Jeff Bezos the richest man on the planet. All of this from a company whose logo initially seems to be as dull as it could possibly be - until you pay a little more attention to that arrow beneath the lettering.
Firstly, as we saw with the FedEx logo, the arrow is supposed to represent movement, or delivery. Secondly, the design of this particular arrow is meant to make the whole logo seem like it's smiling - and therefore give us the impression that Amazon is a happy, friendly company. Thirdly, note where the arrow starts and finishes - the letter 'a,' and the letter 'z.' That's because Amazon has everything you could ever want, from A to Z!