In the rarified world of elite corporate branding I have often seen the sly subliminal “message” hidden in the Amazon logo:

The arrow below the word amazon has several interesting qualities. It goes from “a to z” indicating that you can get everything you need at Amazon.

It looks like a smile giving you that warm and fuzzy feeling.

My question, why does nobody ever point out this:  The Amazons were famous for being all women and for hating men. No men were allowed to live alongside the Amazons. They were an entirely female tribe.

You would think that cuts the e-commerce giant's customer base in half!

But I digress.

Over coffee this morning I decided that I needed a new pair of cross training athletic shoes to hit the fancy gym that just opened around the corner.