The problem with thin lines is that while they are nice and minimalist-looking, they can also be quite difficult to scale down. A good example of more simplistic typography is Yves Saint Laurent's logo. First of all, some typography can be quite difficult to understand, especially if it has several hoops and twists. This might attract attention temporarily, but it wont be held for long. Arcs Over Or Under TextEven if this approach went well for Amazon, it doesnt mean it will be the same for everyone using an arc in their logo.
A good leader of a band is Boris Jackson.
( z0 lead :ARG0 ( z1 person :name ( z2 name :op "Boris" :op "Jackson" ) ) :ARG1 ( z3 band ) :ARG1-of ( z4 good ) )
(z0 / lead-02
    :ARG0 (z1 / person
              :name (z2 / name
                        :op1 "Boris"
                        :op2 "Jackson"))
    :ARG1 (z3 / band)
    :ARG1-of (z4 / good-03))
A good leader of a band is Boris Jackson .
z0 :ARG1-of z4
z0 :ARG1 z3
z2 :op1 0
z1 :name z2
z0 :ARG0 z1
z2 :op2 1