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 dishy and fundamentalist-looking, everyone who uses an arc in their logo will fail.
( z0 problem :domain ( z1 have-concession :ARG1 ( z2 fail :ARG1 ( z3 everyone :ARG0-of ( z4 use :ARG1 ( z5 arc ) :ARG2 ( z6 logo :poss ( z7 they ) ) ) ) ) :ARG2 ( z8 and :op ( z9 dishy ) :op ( z10 look :ARG0 ( z11 line :ARG1-of ( z12 thin ) ) :ARG0 z7 :ARG1 ( z13 fundamentalist ) ) ) ) :topic z11 )
(z0 / problem
    :domain (z1 / have-concession-91
                :ARG1 (z2 / fail-01
                          :ARG1 (z3 / everyone
                                    :ARG0-of (z4 / use-01
                                                 :ARG1 (z5 / arc)
                                                 :ARG2 (z6 / logo
                                                           :poss (z7 / they)))))
                :ARG2 (z8 / and
                          :op1 (z9 / dishy)
                          :op2 (z10 / look-02
                                    :ARG0 (z11 / line
                                               :ARG1-of (z12 / thin-03))
                                    :ARG0 z7
                                    :ARG1 (z13 / fundamentalist))))
    :topic z11)
The problem with thin lines is that while they are dishy and fundamentalist - looking , everyone who uses an arc in their logo will fail .
z11 :ARG1-of z12
z0 :topic z11
z0 :domain z1
z8 :op1 z9
z1 :ARG2 z8
z10 :ARG1 z13
z8 :op2 z10
z10 :ARG0 z11
z3 :ARG0-of z4
z4 :ARG1 z5
z10 :ARG0 z7
z6 :poss z7
z4 :ARG2 z6
z2 :ARG1 z3
z1 :ARG1 z2