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AWS Partner Creative

and Messaging Guide

January 2022 v1

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Table of contents
Overview Co-branded treatments
An introduction to branding for AWS Partners AWS logo lockup
How to use this guide Specifications
Determine your scenario and brand treatment Examples
Summary of Co-branded treatments
Partner-led treatments Misuse
AWS Partner badges Usage rules
Specifications
Examples Working with our brand
AWS Certification badges AWS logo and Powered by AWS
Specifications AWS logo misuse
Qualified badges AWS logo for non-branding usage
Specifications Specifications
Summary of Partner-led treatments Powered by AWS examples
Misuse AWS Marketplace logo and Available in AWS Marketplace
Usage rules Available in AWS Marketplace examples
Branding in mainland China
AWS-led and AWS Marketplace-led treatments Specifications
The AWS logo and “In collaboration with”
Specifications Messaging
AWS-led examples Put your audience first
AWS Marketplace-led examples Highlight how you work with AWS and AWS Marketplace
Summary of AWS-led and AWS Marketplace–led treatments AWS service names
Misuse
Additional AWS Partner resources
Usage rules

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Overview

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OVERVIEW

An introduction to
branding for AWS Partners
As an AWS Partner, you are central to the success of AWS and
our customers. You are uniquely qualified to help customers
transform and accelerate their journey to the cloud.
Elevate your customer experience with AWS branding
treatments that make it easy to choose your offerings
with confidence.
By following this guide, you will deliver a consistent and
valuable brand experience to your customers.

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OVERVIEW

How to use this guide

This guide is intended for use by AWS Partners and AWS
Marketplace Sellers to determine which visual and verbal
branding treatments to use in each marketing scenario.
Marketing scenarios are campaigns, events, communications, or
initiatives that can be Partner-led, AWS-led, or Co-branded.
Determining your marketing scenario and branding treatments
will help you communicate your AWS expertise and relationship
with AWS to your customers.
This guide replaces the APN Messaging and Brand Guidelines
and the AWS Co-Branding Guide and is subject to change. Visit
the Marketing Toolkit in AWS Partner Central for the latest
edition of this guide.
For AWS Partners whose marketing collateral is hosted or
located in mainland China, please consult the Branding in
mainland China section for specific guidance.
Navigate through the guide by clicking on the home button in
the top right corner of each page. This will take you back to the
Table of Contents for links to all sections of the guide.
Please adhere to these guidelines and consult your AWS
representative for assistance, as needed.

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OVERVIEW

Determine your
scenario and
brand treatment Partner-led scenarios
AWS-led scenarios and
AWS Marketplace-led scenarios Co-branded scenarios

Marketing scenarios are campaigns, events,

communications, or initiatives that can be
Partner-led, AWS-led, or Co-branded.
In collaboration with
Determine the brand treatment that best partner logo
suits your unique marketing scenario.
partner logo

Partner has primary control over AWS or AWS Marketplace has primary Reserved for use when AWS and
content creation, messaging, and/or control over content creation, partner(s) have equal investment in and
customer experience, and wins messaging, and/or customer experience control over content, message, and/or
customer opportunities. and wins customer opportunities. customer experience, and
Use when AWS plays a supporting role in Your logo will be featured under the term AWS has provided written permission to
your marketing initiatives. “In collaboration with” to demonstrate how co-brand, either through a logo usage
you work with AWS or AWS Marketplace in agreement or approval through an AWS
You may choose from different partner
this marketing scenario. representative, following the AWS
badges, featuring designations you’ve
established process.
earned and would like to feature in that
marketing scenario.

EXPLORE PARTNER-LED TREATMENTS EXPLORE AWS-LED TREATMENTS EXPLORE CO-BRANDED TREATMENTS

EXPLORE AWS MARKETPLACE-LED
TREATMENTS

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Partner-led treatments

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PARTNER-LED TREATMENTS

AWS Partner badges

AWS Partner badges AWS Partner badge
• AWS Partner badges help customers identify
your expertise and relationship with AWS.
• To showcase your relationship with AWS, you
may use the standalone AWS Partner badge or
your earned designation badges as represented
on this page.

Single-designation badge
• To showcase your AWS expertise with your
earned designation, use the partner badge with
a single designation within the badge.
Single-designation badge
• This badge includes earned designations such as
partner tiers (Select, Advanced, or Premier, as
applicable), AWS Competency, AWS Service
Delivery, and more.
Multiple-designations badge Advanced Tier Advanced Tier Migration
Services Training Competency
• To showcase between 2–10 designations, use
the partner badge with multiple-designations,
which will appear to the right of the badge.

Multiple-designations badge

 DevOps Competency  DevOps Competency

 Managed Service Provider  Managed Service Provider
 AWS Marketplace Seller  AWS Marketplace Seller
 AWS Lambda Delivery  AWS Lambda Delivery
 Healthcare Competency  Healthcare Competency

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PARTNER-LED TREATMENTS

Specifications
Designation badge colors
Squid ink border for use on white or light-colored backgrounds

Badge borders and background colors

• Select the badge border color based on whether
 DevOps Competency
the background is light or dark.
 Managed Service Provider
• Badge borders are colored either Squid Ink or  AWS Marketplace Seller
Amazon Orange.  AWS Lambda Delivery

• Use the Squid Ink border for white or light-  Healthcare Competency
colored backgrounds.
• Use the Amazon Orange border for black or
dark-colored backgrounds.

Amazon Orange border for use on black or dark-colored backgrounds

 DevOps Competency
 Managed Service Provider
 AWS Marketplace Seller
 AWS Lambda Delivery
 Healthcare Competency

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PARTNER-LED TREATMENTS

Specifications
Designation badge size
and clearspace Minimum size

Minimum size
• The badge can be scaled up as needed, but
should never be smaller than the Minimum size
recommended minimum shown here. Print: 1 inch / 72 pt
• Minimum sizes are the same for all badges and Digital: 120 px
color variations.

Clearspace
• The minimum clearspace around the badge is
equal to the height of the AWS logo.
• Multiple designation badge clearspace remains Clearspace
the same as more designations are added.
• Clearspace requirements are the same for all
badge and color variations.

 DevOps Competency
 Managed Service Provider
 AWS Marketplace Seller
 AWS Lambda Delivery
 Healthcare Competency

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PARTNER-LED TREATMENTS

Examples
Presentation and whitepaper
• Partner-led marketing scenarios are when you • You may choose an AWS brand treatment, such
have primary control over content creation and as a partner badge to be placed in a secondary
messaging, and/or the customer experience, layout location (for example, in the bottom right
and you win the customer opportunities. corner), as AWS supports the marketing scenario.
• Your logo is placed in a primary layout location • Limit the use of badges or visual treatments that
(for example, in the top left corner), as you include the AWS smile to one per page.
lead the marketing scenario.

Presentation Whitepaper

PARTNER
partner
LOGO
logo
partner
PARTNER
logo
LOGO

 MSP Partne r
 Saas Partne r
 Training Partne r
 Marketplace Seller
 Network Compete ncy

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PARTNER-LED TREATMENTS

Examples
Case study and social ad

Case study Social ad

partner
partner logo
logo

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PARTNER-LED TREATMENTS

AWS Certification badges

• AWS Certification badges provide you the
AWS Certification badges
opportunity to showcase the number of active
AWS Certifications your company has
collectively achieved, and highlight the value 50 AWS 100 AWS 1,000 AWS
AWS Certification brings to your customers. Certifications Certifications Certifications

• AWS Partners are recognized for achieving 50,

100, 200, 300, 400, 500, 1,000, and 2,000
AWS Certifications within their organization.
• If your company has achieved 50 or more AWS
Certifications, please download the AWS
Certification badge from Badge Manager in
AWS Partner Central, and reach out to your
AWS representative to learn more about the
usage guidelines.
• Learn more about AWS Certifications.

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PARTNER-LED TREATMENTS

Specifications
Certification badge color,
size, and clearspace Squid ink border for use on white or light-colored backgrounds Minimum size

Badge borders and background colors

• Select the badge border color based on whether
the background is light or dark. Minimum size
Print: 1 inch / 72 pt
• Badge borders are colored either Squid Ink or Digital: 120 px
Amazon Orange.
• Use the Squid Ink border for white or light-
colored backgrounds.
• Use the Amazon Orange border for black or
dark-colored backgrounds.

Minimum size
• The badge can be scaled up as needed, but Amazon Orange border for use on black or dark-colored backgrounds Clearspace
should never be smaller than the recommended
minimum shown here.
• Minimum sizes are the same for all badges and
color variations.

Clearspace
• The minimum clearspace around the badge is
equal to the height of the AWS logo. 50 100 1000
CERTIFIED CERTIFIED CERTIFIED
• Clearspace requirements are the same for all
badges and color variations.

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PARTNER-LED TREATMENTS

Qualified badges
Qualified Device badge Qualified badges
• The AWS Device Qualification Program allows
AWS Partners to qualify devices that work with
Qualified Device Qualified Device with
AWS. This helps customers gain confidence in single designation
their selection of hardware that meets their needs.
• All qualified devices are listed in the AWS Partner
Device Catalog to help customers quickly find
hardware that works with AWS.
• Use of the Qualified Device badge is limited to
marketing and technical information for a specific
device that is actively listed in the AWS Partner
Device Catalog.
• The Qualified Device badge can only be used by
AWS Partners explicitly authorized to do so in
writing by AWS. Qualified Software
Qualified Software badge
• Use of the Qualified Software badge is limited to
marketing and technical information specific to
software that is qualified by AWS.

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PARTNER-LED TREATMENTS

Specifications
Qualified badges color,
size and clearspace Squid ink border for use on white or light-colored backgrounds Minimum size

Badge borders and background colors

• Select the badge border color based on whether
the background is light or dark. Minimum size
Print: 1 inch / 72 pt
• Badge borders are colored either Squid Ink or Digital: 120 px
Amazon Orange.
• Use the Squid Ink border for white or light-
colored backgrounds.
• Use the Amazon Orange border for black or
dark-colored backgrounds.

Minimum size
• The badge can be scaled up as needed, but Amazon Orange border for use on black or dark-colored backgrounds Clearspace
should never be smaller than the recommended
minimum shown here.
• Minimum sizes are the same for all badges and
color variations.

Clearspace
• The minimum clearspace around the badge is
equal to the height of the AWS logo.
• Clearspace requirements are the same for all
badges and color variations.

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PARTNER-LED TREATMENTS

Summary of Partner-led treatments

Primary, secondary, and interior page layout options

Partner-led scenarios Primary, secondary, and interior page Secondary layout treatments Interior page treatments
layout locations (Any treatment shown in secondary
• Partner-led marketing scenarios are when you
layout list or Qualified badge)
have primary control over content creation and
messaging, and/or the customer experience, primary

and you win the customer opportunities. partner logo

• Your logo is placed in a primary layout location

(for example, in the top left corner), as you
lead the marketing scenario.
• A secondary layout treatment can be selected
and placed in the bottom right corner. These secondary

include the partner badge, with or without

designations; the Certified badge, and Powered
by AWS logo. interior

• For AWS Partners who are also AWS

Marketplace Sellers, the use of the AWS
Marketplace logo, or the Available in AWS
Marketplace treatment (logo or text) may be
used in the secondary layout position.
• Treatments shown in secondary layout
locations and Qualified Device or Qualified
Software badges may be used on interior
pages of marketing assets.
• Please follow the usage and specifications
guidelines for each treatment.
• Limit the use of badges or visual treatments
that include the AWS smile to one per page.
Available in
Available in AWS Marketplace
AWS Marketplace

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PARTNER-LED TREATMENTS

Misuse
Shown on this page are examples of some
design decisions that do not follow our
branding style.
Additional misuse examples to avoid that
are not illustrated here include: Do not put the badge on a background that Do not add visual effects to the badge, Do not use any badge as a social media
has low contrast with its border color. such as a drop shadow. account profile picture.
Designation badges
• Do not add designations that weren’t
dynamically added via Badge Manager.
Qualified badges
• Do not use the AWS Qualified Device
badge by itself, without immediate
context of qualified device-related
Marketplace Networking
product information. Seller Competency

AWS Certification badges

• Do not use the AWS Certification badge
for online ads, social media, or Do not alter the colors of the badge. Do not alter the shape of the badge. Do not use more than one of any type of
promotional items. badge on the same page in a document.

Do not redesign elements in the badge. Do not rotate the badge. Do not create designations.

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PARTNER-LED TREATMENTS

Usage rules
For Partner-led scenarios:
• These rules apply to organizations that have met the
requirements to access the AWS Partner badge. You can
check your eligibility status in AWS Partner Central.
• The AWS Partner badge cannot be used in place of your logo
in marketing assets, websites/landing pages,
communications, email marketing, flyers, or invitations.
• The cover page of partner-led marketing assets should
always leverage your logo in a primary layout location..
• The secondary layout location on the cover page of partner-
led marketing assets may include one of the brand
treatments shown on page 17 of this guide, subject to usage
rules for each treatment.
• The interior page layout location of partner-led marketing
assets may include one of the brand treatments illustrated
on page 17 of this guide per page, subject to usage rules for
each treatment.
• Multiple badges are permissible in the same document. But,
you’re required to limit usage to one badge per page. If
multiple badges are used, you may vary the types of badges,
rather than using one type for all pages. Types of badges
include AWS Partner badge with or without designations,
Certification badge, and Qualified badge.
• Limit the use of badges or brand treatments that include the
AWS smile to one per page.

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AWS-led and
AWS Marketplace-led treatments

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AWS-LED AND AWS MARKETPLACE-LED TREATMENTS

The AWS logo and “In collaboration with”

AWS logo plus “In collaboration with” ”In collaboration with”
• Your logo will be featured in a secondary layout
location under the term “In collaboration with” to
demonstrate how you work with AWS in this In collaboration with
marketing scenario.
• Up to five partner logos are permitted to be
shown in this branding treatment. tall
partner
• This branding treatment also applies to AWS logo
Marketplace-led marketing scenarios.

wide partner logo

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AWS-LED AND AWS MARKETPLACE-LED TREATMENTS

Specifications
Color and backgrounds
White or light-colored backgrounds

Color and backgrounds

In collaboration with In collaboration with In collaboration with
• Use black type for the “In collaboration with”
line on white or light-colored backgrounds.
wide partner logo
• Use white type for the “In collaboration with”
tall tall
line on black or dark-colored backgrounds.
partner partner
logo logo

wide partner logo

Black or dark-colored backgrounds

In collaboration with In collaboration with In collaboration with

wide partner logo

tall tall
partner partner
logo logo

wide partner logo

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AWS-LED AND AWS MARKETPLACE-LED TREATMENTS

Specifications
Partner logo arrangements
If the partner’s logo is wider than it is tall… If the partner’s logo is taller than it is wide… If multiple partners’ logos are different widths…
• Size the “In collaboration with” line to the width of • Size the “In collaboration with” line to the width of • Size the “In collaboration with” line to the width of the
the partner’s logo. the partner’s logo, then reduce the size of the logo widest partner logo.
• Use the height of the “In collaboration with” line to by 75%. • Reduce the size of taller logo by 75%.
determine the distance from the partner’s logo. • Use the height of the “In collaboration with” line to • Use the height of the “In collaboration with” line to
determine the distance from the partner’s logo. determine the distance from the partners’ logos.

Single partner logo arrangements In collaboration with = X

• “In collaboration with” line is set in
In collaboration with = 2X
In collaboration with
Amazon Ember Regular. In collaboration with = X
In collaboration with = 2X
• Type size is determined by the size of In collaboration with tall
the partner’s logo. wide partner logo partner
• Refer to the partner’s brand logo
guidelines for the minimum size of
100%
the partner’s logos.
75%

Multi-partner logo arrangements

• Multi-partner arrangements may
In collaboration with = X
In collaboration with = 2X
include up to five partner logos. In collaboration with = X In collaboration with = X In collaboration with
In collaboration with = 2X In collaboration with = 2X
• Replicate the clearspace described In collaboration with
In collaboration with
on this page when showing more tall
wide partner logo
than two partners. partner
tall tall logo
• “In collaboration with” line is set in = 2X partner partner
Amazon Ember Regular. logo logo
wide partner logo
• Type size is determined by the size
75% = 2X
of the partners’ logos.
100% wide partner logo
• Refer to partner’s brand guidelines 75% 2X 75%
for the minimum size of the
partners’ logos. 100%

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AWS-LED AND AWS MARKETPLACE-LED TREATMENTS

Specifications
Clearspace
Clearspace

Clearspace
• The minimum clearspace around the 2X 2X 2X
arrangement is equal to 2x the height of the In collaboration with =X In collaboration with =X In collaboration with =X
“In collaboration with” line.
• Clearspace is the same for all arrangements. wide partner logo
tall tall
2X partner partner
logo logo

2X
wide partner logo

2X

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AWS-LED AND AWS MARKETPLACE-LED TREATMENTS

AWS-led examples
Webinar and case study
• AWS-led scenarios are when AWS has • Your logo is placed in a secondary layout
primary control of content creation, location under the term “In collaboration
messaging, and/or customer experience with” (for example, on the right side, above
and wins customer opportunities. the fold) to illustrate your supporting role in
• Place the AWS logo in a primary layout the scenario.
location (for example, in the top left • Up to five partners’ logos can be included in
corner) to illustrate that AWS leads the the AWS-led branding treatment.
marketing scenario.

Webinar Case study

In collaboration with

partner logo

partner logo
In collaboration with

partner logo

partner logo

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AWS-LED AND AWS MARKETPLACE-LED TREATMENTS

AWS-led examples
Whitepaper, ebook, and social ads

Whitepaper ebook Social ads

In collaboration with

partner logo

partner logo

In collaboration with

partner logo

In collaboration with
partner logo
partner logo

partner logo

In collaboration with

partner logo

partner logo

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AWS-LED AND AWS MARKETPLACE-LED TREATMENTS

AWS Marketplace-led examples

Landing page and webinar
• AWS Marketplace-led scenarios are when AWS • Your logo is placed in a secondary layout
Marketplace has primary control of content location under the term “In collaboration
creation, messaging, and/or customer with” (for example, on the right side, above
experience and wins customer opportunities. the fold) to illustrate your supporting role in
• Place the AWS Marketplace logo in a primary the scenario.
layout location (for example, in the top left • Up to five partners’ logos can be included in
corner) to illustrate that AWS Marketplace the AWS Marketplace-led branding treatment.
leads the marketing scenario.

Landing page Webinar

In collaboration with In collaboration with

partner logo partner logo

partner logo

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AWS-LED AND AWS MARKETPLACE-LED TREATMENTS

AWS Marketplace-led examples

Case study, whitepaper, and social ads

Case study Whitepaper Social ads

In collaboration with

partner logo

partner logo
In collaboration with
In collaboration with
partner logo
partner logo
partner logo
partner logo

In collaboration with

partner logo

partner logo

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AWS-LED AND AWS MARKETPLACE-LED TREATMENTS

Summary of AWS-led and AWS Marketplace-led treatments

Primary and interior page layout options

AWS-led and AWS Marketplace-led scenarios Primary and interior page layout locations Interior page treatments
• AWS-led marketing scenarios are when AWS
has primary control over content creation,
messaging, and/or the customer experience,
and wins the customer opportunities.
• The AWS logo is placed in a primary layout
location (for example, in the top left corner), as
AWS leads in the marketing scenario. In collaboration with

• Your logo will be featured in a secondary partner logo

layout location under the term “In

collaboration with” to demonstrate how you
work with AWS in this marketing scenario.
• Up to five partner logos are permitted to be
shown in this branding treatment.
• This branding treatment also applies to AWS
Marketplace-led marketing scenarios. interior

• Please follow the usage and specifications interior

guidelines for each treatment.

• Limit the use of badges or visual treatments
that include the AWS smile to one per page.

Available in
Available in AWS Marketplace
AWS Marketplace

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AWS-LED AND AWS MARKETPLACE-LED TREATMENTS

Misuse
• Shown on this page are examples of some
design decisions that do not follow our
branding style. In collaboration with In collaboration with
• Additionally, do not use outdated partner
logos, and ensure that partner branding partner logo partner logo
guidelines do not prohibit use of placement
next to another partner/competitor.

Do not set the “In collaboration with” line in any font but Do not set the “In collaboration with” line in any color but black
Amazon Ember Regular. or white.

In collaboration with
In collaboration with

partner logo partner logo

Do not violate clearspace. Do not use the AWS Partner badge under “In collaboration with.”

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AWS-LED AND AWS MARKETPLACE-LED TREATMENTS

Usage rules
For AWS-led and AWS Marketplace-led scenarios:
• The cover page of AWS-led and AWS Marketplace-led assets
will always leverage the respective AWS logo plus the term
“In collaboration with” which includes between one and five
partner logos under this term.
• AWS Partner badges cannot be used in place of the AWS
Partner logo in any brand treatment for marketing assets,
websites/landing pages, communications, email marketing,
flyers, or invitations.
• The interior page layout location of AWS-led and AWS
Marketplace-led marketing assets may include one of the
brand treatments illustrated on page 29 of this guide per
page, subject to usage rules for each treatment.
• Multiple badges are permissible in the same document. But,
you’re required to limit usage of one badge per page. If
multiple badges are used, you may vary the types of badges,
rather than using one type for all pages.
• Social posts and ads may include the “In collaboration with”
treatment with the partner’s logo.
• The use of AWS Partner badges applies to partners who have
met the requirements to access the AWS Partner badge. You
can check your eligibility status in AWS Partner Central.
• Limit the use of badges or visual treatments that include the
AWS smile to one per page.

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Co-branded treatments

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CO-BRANDED TREATMENTS

AWS logo lockup

Co-branded AWS logo lockup Co-branded logo lockup
• The co-branded treatment is restricted to
marketing scenarios when AWS and
partner(s) have equal investment and control
over content, message and/or customer
experience, and AWS has provided written partner logo
permission to co-brand, either through a
logo usage agreement, or approval through
AWS’ established process.
• The AWS Marketplace logo shall not be used
in co-branded treatments.
• Up to two partners’ logos may appear in this
branding treatment.
• Your AWS representative will submit co-
branded requests on your behalf. Please
allow 7-10 business days to hear back.

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CO-BRANDED TREATMENTS

Specifications
Size and arrangements

Co-branded arrangements Standard arrangements

• Co-branded arrangements include the AWS logo • Align your logo top and bottom to
and one or two partner logos. 150px partner logo partner logo 150px
the AWS logo.
• A maximum of three logos are allowed • “w” from AWS logo is used to
within the standard and alternate determine space between AWS, pipe,
co-branded scenarios. and partner logo. 190px high 190px high
• Replicate the clearspace described on this page 3pt stroke 3pt stroke
when showing more than two partners.
• Co-branded arrangements can only be used in
social media channels when created and
approved by AWS for ad use.
• Construct the Co-branded arrangement using
Multi-partner arrangements
the specifications described, then scale the
arrangement as needed. • Align partner logos top and bottom 150px partner logo partner logo
to the AWS logo.
AWS logo size
• “w” from AWS logo is used to
• The AWS logo is 150px high.
determine space between AWS, pipe,
Pipe and the first partner logo.
• The pipe is 190px high and has a 3pt stroke. • Additional partner logos use the “w”
Partner logo sizing space without the pipe.
• The area designated for your logo is determined partner logo partner logo 150px
by the height of the AWS logo.

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CO-BRANDED TREATMENTS

Specifications
Color and clearspace
Squid ink version of AWS logo for use on white or light-colored backgrounds

Color and backgrounds

• AWS is colored either Squid Ink or White. partner logo
• Use the Squid Ink version of the AWS logo for
white or light-colored backgrounds.
• Use the white AWS logo for black or dark-
colored backgrounds.
• Make the divider line the same color as the White AWS logo for use on black or dark-colored backgrounds
AWS logo, depending on background.
Clearspace
• The minimum clearspace around the logo is
equal to the height of the letter “a” in the partner logo
AWS logo.
• The pipe is not included when
measuring clearspace.
• Clearspace requirements are the same for all
arrangements and color variations.

Clearspace

partner logo partner logo partner logo

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CO-BRANDED TREATMENTS

Examples
Landing page and presentation
• The co-branded treatment is reserved for • Place the co-branded treatment in a
scenarios when AWS and partner(s) have equal primary layout location (for example, in the
investment in and control over content, upper left corner).
message, and/or customer experience, and • Be sure the co-branded treatment is
AWS has provided written permission to co- consistent throughout all touchpoints.
brand, either through a logo usage agreement
or approval through AWS' established process.

Landing page Presentation

PARTNER
LOGO

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CO-BRANDED TREATMENTS

Examples
ebook, case study, whitepaper, and social ads
• The co-branded treatment is reserved for • Place the co-branded treatment in a primary
marketing scenarios when AWS and partner(s) layout location (for example, in the upper
have equal investment in and control over left corner).
content, message, and/or customer experience, • Be sure the co-branded treatment is
and AWS has provided written permission to co- consistent throughout all touchpoints.
brand, either through a logo usage agreement or
approval through AWS' established process.

ebook Case study Whitepaper Social ads

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CO-BRANDED TREATMENTS

Summary of Co-branded treatments

Primary and interior page layout options

Co-branded scenarios Primary and interior page layout locations Interior page treatments
• The co-branded treatment includes the AWS
logo, and one or two partner logos placed in a PARTNER
LOGO

primary layout location (for example, in the top

left corner). Its use is reserved for scenarios
when AWS and partner(s) have equal
investment in and control over content,
message, and/or customer experience, and
AWS has provided written permission to co-
brand, either through a logo usage agreement
or approval through AWS' established process.
• The AWS Marketplace logo shall not be used in
interior

co-branded treatments.
interior

• Your AWS representative will submit co-

branding requests on your behalf. Please allow
7-10 business days to hear back.
• Please follow the usage and specifications
guidelines for each treatment.
• Limit the use of badges or visual treatments
that include the AWS smile to one per page.

Available in
Available in AWS Marketplace
AWS Marketplace

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CO-BRANDED TREATMENTS

Misuse
• Shown on this page are examples of some
design decisions that do not follow our
branding style.
• Do not use the co-branded treatment partner logo partner logo

without express approval from AWS,

requested by your AWS representative.

Do not use the AWS Partner Network logo in co-branded treatments. Do not use the AWS Marketplace logo in co-branded treatments.

partner logo

Do not use partner badges in co-branded treatments. Do not create new co-branded treatments.

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CO-BRANDED TREATMENT

Usage rules
For co-branded scenarios: • The co-branded treatment may not be used on
• The co-branded treatment is restricted for use in marketing promotional items of any kind, including event giveaways.
scenarios when AWS and partner(s) have equal investment and • The AWS Marketplace logo shall not be used in co-
control over content, message, and/or customer experience, branded treatments.
and AWS has provided written permission to co-brand, either • AWS Partner badges cannot be used in place of the AWS
through a logo usage agreement or approval through AWS’ Partner logo in any brand treatment for marketing assets,
established process. websites/landing pages, communications, email
• Once approved for use by AWS, the co-branded treatment may marketing, flyers, or invitations.
be used for joint marketing campaigns or jointly hosted event- • The interior page layout location of co-branded marketing
specific promotions. Permission to use the co-branded assets may include one of the brand treatments illustrated
treatment does not extend beyond the limited scope of a on page 38 of this guide per page, subject to usage rules
specific asset, campaign, or event. for each treatment.
• The co-branded treatment is allowed on the landing page, • Multiple badges are permissible in the same document.
email, marketing assets, digital ads, and social media posts (only But, you’re required to limit usage of one badge per page.
when AWS creates the posts) specific to the approved scenario’s If multiple badges are used, you may vary the types of
campaign or event. badges, rather than using one type for all pages.
• Broader use of the co-branded treatment on the AWS Partner’s • The use of AWS Partner badges applies to partners who
website is not allowed, except when linking to the campaign or have met the requirements to access the AWS Partner
event-specific website or landing page. Broader use beyond the badge. You can check your eligibility status in AWS
specific campaign or event is not allowed. Partner Central.
• Assets produced within an approved co-branded campaign can • Limit the use of badges or visual treatments that include
be used at events, assuming that the assets are still current and the AWS smile to one per page.
are appropriate for use at the event.
• Use of the co-branded treatment in other event assets is heavily
restricted and requires permission and approval from AWS.

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Working with our brand

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WORKING WITH OUR BRAND

AWS logo and Powered by AWS

When creating assets that include AWS, AWS AWS logo Powered by AWS
Marketplace (see AWS Marketplace section),
or Amazon Cloud Technologies (see
Branding in China section) branding
elements and marks, please adhere to our
guidelines. You are permitted to use AWS
logos worldwide per these guidelines, with
the exception that they do not extend to
mainland China. You are not permitted to
actively promote the AWS logo in China
where the Amazon Cloud Technologies logo
must be used instead. This is our most valuable visual identity element. You may You can display Powered by AWS to let customers know
use the AWS logo, to demonstrate (1) that your offering that your application is built on AWS, the world’s most
Explore these logos by visiting the Marketing supports AWS, or (2) that AWS is a cloud services provider comprehensive and broadly adopted cloud offering.
Toolkit in AWS Partner Central. your organization works with. Please consult this guide for
branding (Partner-led, AWS-led, and Co-branded) and
non-branding use cases.

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WORKING WITH OUR BRAND

AWS logo: Color and clearspace

AWS logo AWS logo
This is our most valuable visual identity
element. You may use the AWS logo to
demonstrate (1) that your offering supports
AWS, or (2) that AWS is a cloud services
provider your organization works with.
Color Variations
• Two Color: Squid Ink & Amazon Orange
This option may be used only on white or
squid Ink backgrounds. (Note: "AWS" is
reversed out in white for squid
ink backgrounds.)
Color Variations
• One Color: Squid Ink
This option may be used on light
color backgrounds.
• One Color: White
This option may be used on dark
color backgrounds.
Clearspace
• The clear space is the area that should be
free of other logos, text, or graphics. Use
the height and width of the letter “a” in Clearspace
the logo.
• Horizontal and vertical space requires the
full height and width of the “a” on either
side as shown.

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WORKING WITH OUR BRAND

AWS logo misuse

Shown on this page are examples of some
design decisions that do not follow our
branding style.

Do not outline the logo. Do not remove elements Do not use a registered Do not distort or rotate Do not apply any visual
from the logo. trademark symbol. the logo. effects like a drop shadow
to the logo.

Do not modify or re-create Do not add icons to Do not add elements to the Do not use the logo in Do not use the smile
the provided artwork. the logo. logo or let others do so. a sentence. without AWS.

Do not put the logo in Do not change the Do not place the logo over a Do not place the white Do not place the logo over a
a shape. logo colors. photo background that does logo over a color that is photo background that is
not provide enough contrast. not accessible. too busy.

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WORKING WITH OUR BRAND

AWS logo for non-branding usage

• These images demonstrate several ways to use
the AWS logo in non-branding situations, as a
visual representation (1) that your solution
supports AWS, or (2) that AWS is a cloud
services provider your organization works with.
• The AWS logo may be used on websites and
landing pages, in email marketing, marketing
assets, and event assets. You may not use it in
any online ads, in social media account images,
or promotional items.
• Using the AWS logo in your custom assets
outside of the approved use cases shown here
could be interpreted as a co-branded scenario
and is not permitted.
• Please reach out to your AWS representative
for usage guidance.

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WORKING WITH OUR BRAND

Specifications
Powered by AWS usage, color,
and clearspace Horizontal Stacked

Powered by AWS
• AWS Partners who are AWS customers (e.g.
AWS Partners running their SaaS offering on
AWS) may use the Powered by AWS logo, while
adhering to this guide.
• Please read and follow our Trademark
Guidelines before using the logo.
Color and backgrounds
• Powered by AWS is colored either Squid Ink
or White.
• Use the Squid Ink version of the Powered by
AWS logo for white or light-colored
backgrounds.
• Use the white Powered by AWS logo for black
or dark-colored backgrounds.

Clearspace Horizontal clearspace Stacked clearspace

• The clear space is based on the letter “a” in the
logo. Horizontal and vertical space requires the
full height and width of the “a” on either side
as shown here.

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WORKING WITH OUR BRAND

Powered by AWS examples

Websites, email, booth graphics, flyers, and demos

Websites and landing pages Email marketing Booth graphics Flyers Demos

partner logo
partner logo partner logo
partner logo
partner logo

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WORKING WITH OUR BRAND

AWS Marketplace logo and Available in AWS Marketplace

When creating assets that include AWS AWS Marketplace logo Available in AWS Marketplace
Marketplace or “Available in AWS
Marketplace” branding elements and marks,
please adhere to our guidelines. You are
permitted to use AWS logos worldwide per
these guidelines, with the exception that they
do not extend to mainland China. You are not The AWS Marketplace logo is our visual You can use either logo with text or the text
permitted to actively promote the AWS logo brand identity and is used in AWS treatment “Available in AWS Marketplace” to
in China where the Amazon Cloud Marketplace-led marketing scenarios. tell your customers that your software runs on
Technologies logo must be used instead. AWS and is available in AWS Marketplace.
Explore these logos by visiting the Marketing
Toolkit in AWS Partner Central.
Color Variations Logo with text clearspace
Logo lockup clearspace
• Two Color: Squid Ink & Amazon Orange
This option may be used only on white
or squid Ink backgrounds. (Note: "AWS"
is reversed out in white for Squid
ink backgrounds).
• One Color: Squid Ink
This option may be used on light
color backgrounds.
• One Color: White
Text only
This option may be used on dark
color backgrounds.
Amazon Ember bold
Clearspace Available in AWS Marketplace
Tracking: 0
• The clear space is the area that should be Available in Size: 10-12 pt
free of other logos, text, or graphics. Use AWS Marketplace Color: Squid ink or White
the height and width of the letter “a” in
the logo. Leading: Auto
• Horizontal and vertical space requires the
full height and width of the “a” on either
side as shown.

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WORKING WITH OUR BRAND

Available in AWS Marketplace examples

Websites, email, booth graphics, flyers, and demos

Websites and landing pages Email marketing Booth graphics Flyers Demos

partner logo
partner logo partner logo
partner logo
partner logo

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 FOR USE IN MAINLAND CHINA ONLY Home

WORKING WITH OUR BRAND

Branding in mainland China

When creating assets that include branding Amazon Cloud Technologies logo Powered by Amazon Cloud Technologies
elements and marks for mainland China, please
use the Amazon Cloud Technologies logo and
not the AWS logo. You may access the Amazon
Cloud Technologies logo and the Powered by
Amazon Cloud Technologies logo in the
Marketing Toolkit found in AWS Partner Central.

The Amazon Cloud Technologies logo is available for use in all You can display the Powered by Amazon Cloud Technologies
public-facing assets and communications in mainland China logo to let customers know that your application is built on
only. This includes websites, service names, consoles, technical Amazon.com’s global web properties.
documentation, event materials, and marketing campaigns, for
both Chinese and English materials.

Partner badge Single designation badge Multiple-designation badge

Amazon Cloud Technologies Partner Badges

Partners are required to use the Amazon Cloud  DevOps Competency

Technologies logo when working with customers  Managed Service Provider
in mainland China. You may select the Amazon  AWS Marketplace Seller
AWS Lambda Delivery
Cloud Technologies logo for use on partner 
 Healthcare Competency
badges, designation badges, certification badges,
and qualified badges. All other badge-related
100 AWS Certifications Qualified Software Qualified Device with single designation
text will appear in English. You may use Badge
Manager for use cases that require this logo.
Please consult badge specifications for
clearspace and usage guidance.

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WORKING WITH OUR BRAND

Specifications
Amazon Cloud Technologies
Type guidelines and logo color

The Amazon Cloud Technologies logo is for use Type guidelines

in all public-facing assets and communications in Chinese: Noto Sans CJK JP, bold, 76 pt
mainland China, including website, service
Color
names, consoles, technical documentation,
Text: Smile:
event material, and marketing campaigns. This
Squid Ink #232F3E Amazon Orange #ff9900
applies to both Chinese and English materials.
RGB 37, 47, 62 RGB 255, 153, 0
Color Variations CMYK 84, 72, 51, 52 CMYK 0, 47, 100, 0
• Two Color: Squid Ink and Amazon Orange
This option may be used only on white or
squid Ink backgrounds. (Note: "Amazon Cloud
Technologies" is reversed out in white for
Squid Ink backgrounds).
• One Color: Squid Ink Clearspace
This option may be used on light
color backgrounds. Clearspace is derived
• One Color: White from the first
This option may be used on dark character in name
color backgrounds.
Clearspace
• The clear space is the area that should be free
of other logos, text, or graphics. Use the
height and width of first character in the logo.
• Horizontal and vertical space requires the full
height and width of the first character in the
name on either side as shown.

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WORKING WITH OUR BRAND

Specifications
Powered by Amazon
Cloud Technologies Type guidelines

The Powered by Amazon Cloud Technologies

logo is used to let your customers know that your
application is built on the same reliable, scalable English: Amazon Ember medium, 16 pt
infrastructure used to power Amazon.com’s
global web properties.
Please read and follow our Trademark Guidelines
before using the logo.

Color Variations
• Two Color: Squid Ink and Amazon Orange
This option may be used only on white or squid
Ink backgrounds. (Note: "Amazon Cloud
Technologies" is reversed out in white for Squid
Clearspace
Ink backgrounds.)
• One Color: Squid Ink
This option may be used on light
color backgrounds.
• One Color: White
This option may be used on dark 90% height of characters
color backgrounds.
Clearspace
• The clearspace is the area that should be free
of other logos, text, or graphics. Use the height
and width of first character in the logo.
• Horizontal and vertical space requires the full
height and width of the first character in the
name on either side as shown.

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Messaging

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MESSAGING

Put your audience first

DO: DO NOT:
• Emphasize “AWS Partner” and your specific partner designations to showcase what • Use “AWS” or any of the AWS trademarks within your domain name.
matters most to customers. • Make claims around being “the best,” “the first,” “the only,” “the leader,” etc. unless
• Highlight how your offering works with AWS. it can be clearly substantiated by third-party research.
• Make content educational, factual, and supported by data, sources, and references. • Include any personally identifiable information (PII) of real people in your content,
• Only use images, graphics, and logos that you have appropriate corporate license such as names, contact info, account numbers, and user names.
or written permission to use. • Directly compare products or companies, compare companies’ strengths or
weaknesses, or define companies in any negative manner.
• Use AWS icons, logos, or badges next to your own logo, or other third-party logos.
• Use design elements (pipes, ampersands, pluses, x signs, equal signs, etc.) to denote
the AWS relationship.

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Highlight how you work with AWS and AWS Marketplace

DO: DO NOT:
• Use the term "AWS Partner" to showcase your relationship with AWS. • Do not use the terms “partners,” “partnering,” “partnership,” or “strategic alliance”
• When using the term "AWS Partner," use "AWS Partner" in full in the first instance. Use the to describe your relationship with AWS. Opt for language such as "agreement,”
term "partner" for subsequent references in the same document. “teamed,” “in cooperation with,” “working with,” or “relationship.”
• Use descriptions from the AWS website when describing AWS products and services. • When speaking about the cloud, do not refer to AWS as “AWS hybrid,” “AWS hybrid
cloud,” or “ecosystem.”
• Showcase your expertise to your customers with program and partner tier designations
using the terminology below. AWS no longer refers to partners as Consulting Partner or • When promoting your security solutions, do not use terms that create fear,
Technology Partner. uncertainty, or doubt, such as “exploit,” “attack,” “breach,” or “hacker.”
• For high-visibility assets used in AWS-led campaigns or at AWS events, such as
Single designation examples Multiple designation examples booth graphics, session content, in-booth demos and videos, and display ads at
• AWS Advanced Tier Services Partner • AWS Premier Tier Services Partner with AWS events, do not include the names or logos of other public cloud providers. If
an AWS Qualified Software offering you prefer not to use AWS specifically, you may reference “the cloud,” “your cloud,”
• AWS Advanced Tier Training Partner
and Migration Competency or “multi-cloud.”
• AWS Migration Competency Partner
• AWS Partner with Migration • Do not use the term “3rd-party” when referring to sellers in AWS Marketplace.
• AWS Partner with an AWS Qualified Instead, please use “independent software vendors” (preferred), “software sellers,”
Device offering Competency and AWS Managed Service
Provider designation or "data providers." You can abbreviate “independent software vendors” to “ISVs” as
• AWS Partner with an AWS Qualified long as it’s not the first reference in the document.
Software offering

• When referring to AWS Marketplace, always include “AWS” before Marketplace. At no time,
should the term “Marketplace” be used as a standalone term. You must always spell out AWS
Marketplace in every instance it is referred. Do not abbreviate to AWS MP, AWSMP, MP, or
any other variation.
• When referencing AWS Marketplace, the word “Marketplace” should always be one word and
have a capital “M.”
• AWS Marketplace does not endorse any AWS Marketplace Seller, feature, product, or benefit.
• You may say that your feature or product is available in AWS Marketplace.
• When referring to AWS Marketplace sellers, features, products, or benefits, you must use the
phrasing “in” AWS Marketplace, not “on” AWS Marketplace.

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MESSAGING

AWS service names

• AWS permits our customers, third-party developers,
partners, and the media to use our name, trademarks, logos,
and badges in limited capacity as specified in this guide.
• By using the AWS marks, you agree to adhere to the
guidelines and specifically to the usage requirements and
terms provided.
• If you have a separate agreement with AWS that includes
specific use of the AWS brand, that agreement will govern
your use of AWS marks.
• Please visit aws.amazon.com/service-terms for more
information on AWS service terms.

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MESSAGING

Additional AWS Partner Resources

Getting Started with AWS

AWS Partner Network

AWS Partner Central

Getting Started as an AWS Marketplace Seller

APN Certifications

AWS Partner Training and Certification

AWS Partner Success Stories

AWS Partner Marketing Central

AWS Partner Device Catalog

AWS Partner Marketing Academy

AWS Partner Resources

APN Blog

AWS Trademark Guidelines

AWS Architecture Icons

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Thank you!

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