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.
The problem with thin lines is that while they are nice and cold.
( z0 problem :domain ( z1 have-concession :ARG2 ( z2 and :op ( z3 nice :ARG1 ( z4 line :ARG1-of ( z5 thin ) ) ) :op ( z6 cold :ARG1 z4 ) ) ) :topic z4 )
(z0 / problem
    :domain (z1 / have-concession-91
                :ARG2 (z2 / and
                          :op1 (z3 / nice-01
                                   :ARG1 (z4 / line
                                             :ARG1-of (z5 / thin-03)))
                          :op2 (z6 / cold-01
                                   :ARG1 z4)))
    :topic z4)
The problem with thin lines is that while they are nice and cold .
z4 :ARG1-of z5
z0 :topic z4
z0 :domain z1
z3 :ARG1 z4
z2 :op1 z3
z1 :ARG2 z2
z2 :op2 z6
z6 :ARG1 z4