Amazon's shopping app logo on phones changed from the basket (pictured left) to a parcel with the famous smile logo and a strip of blue packaging tape at the top (pictured centre). Unfortunately, people took to social media and compared the jagged tape to a toothbrush-style moustache, most infamously sported by Nazi dictator Adolf Hitler. Amazon has now changed the logo again so the blue tape is straight and folded over at the corner (pictured right), presumably to avoid any further associations with one of history's most reviled figures. 

But Amazon isn't the only company to face challenges over its logos. Altering a much-loved and instantly-recognisable company emblem is a risky business that can end in epic success or massive failure. Click or scroll through some of the best, and worst, logo redesigns of recent times.