Anatomy of a logo - Amazon
I'm a big fan of keeping things simple with a minimalist twist.....take for instance the Amazon logo which is one of my favorites. First the use of black lettering conveys power which undoubtedly is consistent with Amazon being the largest retailer worldwide. Then we have the underline yellow/gold arrow. The colors of gold and yellow are fairly close in terms of conveying friendliness however the darker tint of gold adds the significance of wealth.
In terms of the shape of the arrow, a lot of people first identify it as a smile - a smile works and is synonymous with good service. But, notice where the arrow starts at "A" then goes to "Z". The meaning - "we have everything you are looking for from A to Z". Talk about making your name work for you!!!