# Amazon reaches out to disabled community with sign language logo **URL:** \ **Category:** Miscellaneous and Personal Stuff I Must Share\ **Created:** [June 13, 2018, 8:48pm UTC](https://boards.straightdope.com/t/amazon-reaches-out-to-disabled-community-with-sign-language-logo/816049 "2018-06-13T20:48:27Z")\ **Posts on this page:** 20\ **Page:** 1
**Author:** ![dstarfire](https://sea3.discourse-cdn.com/straightdope/user_avatar/boards.straightdope.com/dstarfire/32/5762_2.png) [@dstarfire](https://boards.straightdope.com/u/dstarfire)\ **Post date:** [June 13, 2018, 8:48pm UTC](https://boards.straightdope.com/t/amazon-reaches-out-to-disabled-community-with-sign-language-logo/816049/1 "2018-06-13T20:48:27Z")
Amazon has recreated their logo (“Amazon” with a swoosh connecting the A and Z) in sign language. They’ve placed pictures of the appropriate hand gesture for each letter beneath the english-language text version. I can’t imagine a more condescending gesture. I haven’t met many hearing impaired people, but surely there can’t be very many who understand only sign language (especially the letter-by-letter method) and can’t read those same letters in the english\* alphabet. What’s next, reading out announcements in braile? “left only, left right, right only, left right” ---
**Author:** ![begbert2](https://sea3.discourse-cdn.com/straightdope/user_avatar/boards.straightdope.com/begbert2/32/3357_2.png) [@begbert2](https://boards.straightdope.com/u/begbert2)\ **Post date:** [June 13, 2018, 10:14pm UTC](https://boards.straightdope.com/t/amazon-reaches-out-to-disabled-community-with-sign-language-logo/816049/2 "2018-06-13T22:14:56Z")
I can imagine more condescending gestures, but I’m unusually creative. ---
**Author:** ![Weedy](https://sea3.discourse-cdn.com/straightdope/user_avatar/boards.straightdope.com/weedy/32/301_2.png) [@Weedy](https://boards.straightdope.com/u/Weedy)\ **Post date:** [June 13, 2018, 10:25pm UTC](https://boards.straightdope.com/t/amazon-reaches-out-to-disabled-community-with-sign-language-logo/816049/3 "2018-06-13T22:25:07Z")
It’s not meant to help Deaf people read. It’s just acknowledging they have an additional way, their own way, of saying Amazon. ---
**Author:** ![Broomstick](https://sea3.discourse-cdn.com/straightdope/user_avatar/boards.straightdope.com/broomstick/32/246_2.png) [@Broomstick](https://boards.straightdope.com/u/Broomstick)\ **Post date:** [June 13, 2018, 10:58pm UTC](https://boards.straightdope.com/t/amazon-reaches-out-to-disabled-community-with-sign-language-logo/816049/4 "2018-06-13T22:58:41Z")
> [@dstarfire](#): > > Amazon has recreated their logo (“Amazon” with a swoosh connecting the A and Z) in sign language. They’ve placed pictures of the appropriate hand gesture for each letter beneath the english-language text version. > > I can’t imagine a more condescending gesture. I haven’t met many hearing impaired people, but surely there can’t be very many who understand only sign language (especially the letter-by-letter method) and can’t read those same letters in the english\* alphabet. Um… would you consider it condescending if, as an example, you order from Amazon and a soundfile says something like “Thank you for ordering from Amazon!”? Or having an option to see the site in Spanish? Because that’s sort of what you’re protesting. Yes, most deaf people will be able to read Amazon. But what you’re describing more someone saying “Amazon” _in their language_. As to whether or not it’s condescending… I’ll leave that to the deaf (and Deaf) folks to determine. You might consider that approach, especially given that you “haven’t met many hearing impaired people”. > [@](#): > > What’s next, reading out announcements in braile? “left only, left right, right only, left right” Uh… what? ---
**Author:** ![dstarfire](https://sea3.discourse-cdn.com/straightdope/user_avatar/boards.straightdope.com/dstarfire/32/5762_2.png) [@dstarfire](https://boards.straightdope.com/u/dstarfire)\ **Post date:** [June 13, 2018, 11:21pm UTC](https://boards.straightdope.com/t/amazon-reaches-out-to-disabled-community-with-sign-language-logo/816049/5 "2018-06-13T23:21:48Z")
> [@begbert2](#): > > I can imagine more condescending gestures, but I’m unusually creative. Okay, good point. It could be much, MUCH worse. I think I’ve actually seen more condescending gestures but no examples spring to mind. ---
**Author:** ![TimeWinder](https://avatars.discourse-cdn.com/v4/letter/t/bcef8e/32.png) [@TimeWinder](https://boards.straightdope.com/u/TimeWinder)\ **Post date:** [June 13, 2018, 11:24pm UTC](https://boards.straightdope.com/t/amazon-reaches-out-to-disabled-community-with-sign-language-logo/816049/6 "2018-06-13T23:24:30Z")
> [@dstarfire](#): > > Okay, good point. It could be much, MUCH worse. I think I’ve actually seen more condescending gestures but no examples spring to mind. I think this is the best example I’ve seen this week of trying too hard to be offended. But you’re in Tacoma. Walk down the street and register your complain in person. I’m sure they’ll give it all the consideration it merits. ---
**Author:** ![aceplace57](https://sea3.discourse-cdn.com/straightdope/user_avatar/boards.straightdope.com/aceplace57/32/3500_2.png) [@aceplace57](https://boards.straightdope.com/u/aceplace57)\ **Post date:** [June 14, 2018, 12:11am UTC](https://boards.straightdope.com/t/amazon-reaches-out-to-disabled-community-with-sign-language-logo/816049/7 "2018-06-14T00:11:23Z")
I learned ASL in college, two semesters. It fulfilled my 2nd language requirements. I can still understand basic signs. I found it awkward reading the logo. I can read it. But have to concentrate. [http://www.brandchannel.com/wp-content/uploads/2018/04/amazon\_logo\_sign\_language\_official-1024x794.jpg](http://www.brandchannel.com/wp-content/uploads/2018/04/amazon_logo_sign_language_official-1024x794.jpg) It looks and feels different with a person. The movement helps cue me. ---
**Author:** ![SpoilerVirgin](https://avatars.discourse-cdn.com/v4/letter/s/4491bb/32.png) [@SpoilerVirgin](https://boards.straightdope.com/u/SpoilerVirgin)\ **Post date:** [June 14, 2018, 12:27am UTC](https://boards.straightdope.com/t/amazon-reaches-out-to-disabled-community-with-sign-language-logo/816049/8 "2018-06-14T00:27:11Z")
Since the logo was created by [Brendan Gramer](https://blog.aboutamazon.com/innovation/signing-in), a designer at Amazon who has been deaf since birth and helped launch the Amazon affinity group for People with Disabilities, I don’t find it condescending at all. > [@](#): > > “We wanted to create something that would be culturally positive and demonstrate Amazon’s commitment to embracing employees for who they really are,” said Gramer. “Because AmazonPwD was already engaged in promoting ASL as a language, creating an inclusive identity for the deaf community felt like a natural starting point.” > > Gramer led the design of the Amazon ASL logo with a group of designers, accessibility leaders, and others… > > “The logo isn’t just symbolic—it’s a useful tool. For example, at our Post-Holiday Party, the logo was worn by interpreters to help deaf attendees find communication assistance,” said Gramer. ---
**Author:** ![DavidwithanR](https://avatars.discourse-cdn.com/v4/letter/d/3bc359/32.png) [@DavidwithanR](https://boards.straightdope.com/u/DavidwithanR)\ **Post date:** [June 14, 2018, 12:51am UTC](https://boards.straightdope.com/t/amazon-reaches-out-to-disabled-community-with-sign-language-logo/816049/9 "2018-06-14T00:51:30Z")
It **is** kind of advertising-y, but since when was Amazon **not** advertising-y? ---
**Author:** ![Melbourne](https://avatars.discourse-cdn.com/v4/letter/m/b5e925/32.png) [@Melbourne](https://boards.straightdope.com/u/Melbourne)\ **Post date:** [June 14, 2018, 10:34am UTC](https://boards.straightdope.com/t/amazon-reaches-out-to-disabled-community-with-sign-language-logo/816049/10 "2018-06-14T10:34:37Z")
> [@SpoilerVirgin](#): > > Since the logo was created by [Brendan Gramer](https://blog.aboutamazon.com/innovation/signing-in), a designer at Amazon who has been deaf since birth and helped launch the Amazon affinity group for People with Disabilities, I don’t find it condescending at all. I find that condescending. ---
**Author:** ![Daffyd](https://sea3.discourse-cdn.com/straightdope/user_avatar/boards.straightdope.com/daffyd/32/8923_2.png) [@Daffyd](https://boards.straightdope.com/u/Daffyd)\ **Post date:** [June 14, 2018, 11:09am UTC](https://boards.straightdope.com/t/amazon-reaches-out-to-disabled-community-with-sign-language-logo/816049/11 "2018-06-14T11:09:07Z")
Hard of Hearing person checking in… There’s really nothing amazing about the Logo… It’s basically just the letters shown in fingerspelling. It reminds me of people who come up to me and tell me they can Sign, then start spelling the alphabet. It’s not offensive to me, just boring. ---
**Author:** ![ftg](https://sea3.discourse-cdn.com/straightdope/user_avatar/boards.straightdope.com/ftg/32/2801_2.png) [@ftg](https://boards.straightdope.com/u/ftg)\ **Post date:** [June 14, 2018, 11:59am UTC](https://boards.straightdope.com/t/amazon-reaches-out-to-disabled-community-with-sign-language-logo/816049/12 "2018-06-14T11:59:26Z")
Beyond symbolism … I wonder if they are seriously working on an Alexa ASL device. Has a camera and screen. You sign “Alexa” to initiate a task, it responds on the screen, etc. ---
**Author:** ![Nava](https://avatars.discourse-cdn.com/v4/letter/n/da6949/32.png) [@Nava](https://boards.straightdope.com/u/Nava)\ **Post date:** [June 14, 2018, 12:30pm UTC](https://boards.straightdope.com/t/amazon-reaches-out-to-disabled-community-with-sign-language-logo/816049/13 "2018-06-14T12:30:30Z")
… at first I thought, “wouldn’t the name of Amazon in ASL be whatever sign means ‘amazon’?” Then I realized, hey, it’s a brand: I don’t buy from amazona.es or amazonas.es but from amazon.es And by the way, are the two “women” and “river” meanings of “amazon” represented by the same sign in ASL? So I can’t speak for other people, but this has already made me wonder some stuff about ASL that I hadn’t before. ---
**Author:** ![Shodan](https://avatars.discourse-cdn.com/v4/letter/s/9f8e36/32.png) [@Shodan](https://boards.straightdope.com/u/Shodan)\ **Post date:** [June 14, 2018, 3:25pm UTC](https://boards.straightdope.com/t/amazon-reaches-out-to-disabled-community-with-sign-language-logo/816049/14 "2018-06-14T15:25:20Z")
In ASL, the word “Amazon” is spelled “My hovercraft full of eels”. I made myself risible by asking a friend who knew how to sign what the ASL signs were for verbs of being. Regards, Shodan ---
**Author:** ![Sunny\_Daze](https://sea3.discourse-cdn.com/straightdope/user_avatar/boards.straightdope.com/sunny_daze/32/438_2.png) [@Sunny\_Daze](https://boards.straightdope.com/u/Sunny_Daze)\ **Post date:** [June 14, 2018, 3:42pm UTC](https://boards.straightdope.com/t/amazon-reaches-out-to-disabled-community-with-sign-language-logo/816049/15 "2018-06-14T15:42:52Z")
> [@Shodan](#): > > In ASL, the word “Amazon” is spelled “My hovercraft full of eels”. I made myself risible by asking a friend who knew how to sign what the ASL signs were for verbs of being. > Regards, > Shodan And? Are you going to share with the class? ---
**Author:** ![Shodan](https://avatars.discourse-cdn.com/v4/letter/s/9f8e36/32.png) [@Shodan](https://boards.straightdope.com/u/Shodan)\ **Post date:** [June 14, 2018, 4:07pm UTC](https://boards.straightdope.com/t/amazon-reaches-out-to-disabled-community-with-sign-language-logo/816049/16 "2018-06-14T16:07:53Z")
[There are no verbs of being in ASL](http://www.lifeprint.com/asl101/pages-layout/grammar.htm). Regards, Throat Wobbler Mangrove ---
**Author:** ![Sunny\_Daze](https://sea3.discourse-cdn.com/straightdope/user_avatar/boards.straightdope.com/sunny_daze/32/438_2.png) [@Sunny\_Daze](https://boards.straightdope.com/u/Sunny_Daze)\ **Post date:** [June 14, 2018, 10:37pm UTC](https://boards.straightdope.com/t/amazon-reaches-out-to-disabled-community-with-sign-language-logo/816049/17 "2018-06-14T22:37:47Z")
:smack: ---
**Author:** ![Weedy](https://sea3.discourse-cdn.com/straightdope/user_avatar/boards.straightdope.com/weedy/32/301_2.png) [@Weedy](https://boards.straightdope.com/u/Weedy)\ **Post date:** [June 16, 2018, 5:43am UTC](https://boards.straightdope.com/t/amazon-reaches-out-to-disabled-community-with-sign-language-logo/816049/18 "2018-06-16T05:43:34Z")
> [@Nava](#): > > … at first I thought, “wouldn’t the name of Amazon in ASL be whatever sign means ‘amazon’?” > > Then I realized, hey, it’s a brand: I don’t buy from amazona.es or amazonas.es but from amazon.es > > And by the way, are the two “women” and “river” meanings of “amazon” represented by the same sign in ASL? > > So I can’t speak for other people, but this has already made me wonder some stuff about ASL that I hadn’t before. I don’t think there are signs for either the river or the warrior in ASL. There are a few resources people can draw from for making new signs. They can use handshape, or movement of the hands in a mimetic kind of way to show how something looks - it’s shape, it’s size, it’s movement, how people interact with it, etc. Signers do this all the time, even for things they have signs for. They can also borrow a word from the majority language (for American signers that would be English). They can fingerspell it, e.g. A-M-A-Z-O-N (which is what’s on the T-shirt). They may shorten the fingerspelling, e.g. to A-Z-N. Sometimes they take the first letter of the word, and change it, or add a movement to it. It could be semi-random movement, just to distinguish it from other words starting with that letter, or the movement could also have a meaning. Some people sign Amazon (the company) by using A + moving the hand along the same curve as the arrow in the logo. Other people use the A handshape with the Z movement pattern. Another way of borrowing is to create a calque, a word-for-word translation, like if someone used a sign for Amazon river to mean the Amazon website. I don’t know about American Deaf, but a lot of Australian Deaf people don’t really like calques. Fingerspelling and initialisms are fine though. Usually, when people shorten a fingerspelling, they just use the first few letters, or drop a bunch of letters in the middle. It looks like Z in Amazon sticks out to people. ---
**Author:** ![DavidwithanR](https://avatars.discourse-cdn.com/v4/letter/d/3bc359/32.png) [@DavidwithanR](https://boards.straightdope.com/u/DavidwithanR)\ **Post date:** [June 16, 2018, 6:56am UTC](https://boards.straightdope.com/t/amazon-reaches-out-to-disabled-community-with-sign-language-logo/816049/19 "2018-06-16T06:56:58Z")
> [@Weedy](#): > > It looks like Z in Amazon sticks out to people. Sure, it’s an uncommon letter, makes sense. ---
**Author:** ![Weedy](https://sea3.discourse-cdn.com/straightdope/user_avatar/boards.straightdope.com/weedy/32/301_2.png) [@Weedy](https://boards.straightdope.com/u/Weedy)\ **Post date:** [June 16, 2018, 10:49am UTC](https://boards.straightdope.com/t/amazon-reaches-out-to-disabled-community-with-sign-language-logo/816049/20 "2018-06-16T10:49:59Z")
Aargh, those _it’s_. I wish I could fix them. [Next page](https://boards.straightdope.com/t/amazon-reaches-out-to-disabled-community-with-sign-language-logo/816049.md?page=2)