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AWS Partner Creative

and Messaging Guide
November 2022

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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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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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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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Determine your
scenario and Partner-led scenarios
AWS-led scenarios and
AWS Marketplace-led scenarios Co-branded scenarios
brand treatment
Marketing scenarios are campaigns, events,
In collaboration with
communications, or initiatives that can be
Partner-led, AWS-led, or co-branded. partner logo

Determine the brand treatment that best partner logo

suits your unique marketing scenario.

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 Your logo will be featured under the term AWS has provided written permission to
in 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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PART N E R- LE D T RE A TME N T S

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 Single-designation badge
a single designation within the badge.
• This badge includes earned designations such as
partner tiers (Select, Advanced, or Premier, as
applicable), AWS Competency, AWS Service
Delivery, and more.
Advanced Tier Advanced Tier Migration
Multiple-designations badge 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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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 the background is light or dark.  DevOps Competency
 Managed Service Provider
• Badge borders are colored either Squid Ink
 AWS Marketplace Seller
or 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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Specifications
Designation badge size and clearspace

Minimum size
Clearspace
• The minimum clearspace around the badge is
equal to the height of the AWS logo.
• Multiple designation badge clearspace remains Minimum size
the same as more designations are added. Print: 1 inch / 72 pt
• Clearspace requirements are the same for all Digital: 120 px
badge and color variations.

Clearspace

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

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Examples
Presentation and whitepaper

• Partner-led marketing scenarios are when you Presentation Whitepaper

have primary control over content creation and
messaging, and/or the customer experience, and
PARTNER
partner
you win the customer opportunities. LOGO
logo
partner
PARTNER

• Your logo is placed in a primary layout location logo

LOGO

(for example, in the top left corner), as you lead

the marketing scenario.
• You may choose an AWS brand treatment, such as
a partner badge to be placed in a secondary layout
location (for example, in the bottom right corner),
as AWS supports the marketing scenario.
• Limit the use of badges or visual treatments that
include the AWS smile to one per page.

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

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Examples
Case study and social ad

Case study Social ad

partner
partner logo
logo

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AWS Certification badges

• AWS Certification badges provide you the AWS Certification badges
opportunity to showcase the number of
active AWS Certifications your company has 50 AWS 100 AWS 1,000 AWS
collectively achieved and highlight the value Certifications Certifications Certifications
AWS Certification brings to your customers.
• 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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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
• Badge borders are colored either Squid Ink or Print: 1 inch / 72 pt
Amazon Orange. Digital: 120 px
• 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
should never be smaller than the recommended Amazon Orange border for use on black or dark-colored backgrounds Clearspace
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 50 100 1000
CERTIFIED CERTIFIED CERTIFIED
badges and color variations.

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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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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
• Badge borders are colored either Squid Ink or Print: 1 inch / 72 pt
Amazon Orange. Digital: 120 px
• 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
should never be smaller than the recommended Amazon Orange border for use on black or dark-colored backgrounds Clearspace
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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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
primary
messaging, and/or the customer experience,
partner logo
and you win the customer opportunities.
• Your logo is placed in a primary layout location
(for example, in the top left corner), as you
lead the marketing scenario.
• An AWS-branded layout treatment can be
selected and placed in a secondary location secondary
 DevOps Competency  DevOps Competency

(for example, the bottom right corner). 

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

• For AWS Partners who are also AWS  Healthcare Competency  Healthcare Competency

Marketplace Sellers, the use of the AWS interior

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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Misuse
Shown on this page are examples of some
design decisions that do not follow our
branding style.
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
Additional misuse examples to avoid that
has low contrast with its border color. such as a drop shadow. account profile picture.
are not illustrated here include:

Designation badges
• Do not add designations that weren’t
dynamically added via Badge Manager.
Qualified badges
• Do not use the AWS Qualified Device Marketplace Networking
Seller Competency
badge by itself, without immediate
context of qualified device-related
product information.
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
AWS Certification badges
badge on the same page in a document.
• Do not use the AWS Certification
badge for online ads, social media, or
promotional items.

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

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

wide partner logo

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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”
line on black or dark-colored backgrounds. tall tall
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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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 • Size the “In collaboration with” line to the • Size the “In collaboration with” line to the
width of the partner’s logo. width of the partner’s logo, then reduce the width of the widest partner logo.
• Use the height of the “In collaboration size of the logo by 75%. • Reduce the size of taller logo by 75%.
with” line to determine the distance from • Use the height of the “In collaboration • Use the height of the “In collaboration with”
the partner’s logo. with” line to determine the distance from line to determine the distance from the
the partner’s logo. partners’ logos.

Single partner logo arrangements In collaboration with = X

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

75%

Multi-partner logo arrangements In collaboration with = X

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

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Specifications
Clearspace

Clearspace
Clearspace
• The minimum clearspace around the
arrangement is equal to 2x the height of the 2X 2X 2X
“In collaboration with” line. In collaboration with =X In collaboration with =X In collaboration with =X
• 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 examples
Webinar and case study

Webinar Case study

• AWS-led scenarios are when AWS has primary control
of content creation, messaging, and/or customer
experience and wins customer opportunities.
• Place the AWS logo in a primary layout location (for
example, in the top left corner) to illustrate that AWS
leads the marketing scenario.
• Your logo is placed in a secondary layout location
under the term “In collaboration with” (for example,
on the right side, above the fold) to illustrate your In collaboration with

supporting role in the scenario. partner logo

partner logo

• Up to five partners’ logos can be included in the

AWS-led branding treatment.

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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 Marketplace-led examples

Landing page and webinar

Landing page Webinar

• AWS Marketplace-led scenarios are when AWS
Marketplace has primary control of content
creation, messaging, and/or customer experience
and wins customer opportunities.
• Place the AWS Marketplace logo in a primary
layout location (for example, in the top left corner)
to illustrate that AWS Marketplace leads the
marketing scenario.
• Your logo is placed in a secondary layout location
In collaboration with

under the term “In collaboration with” (for

In collaboration with

partner logo partner logo

example, on the right side, above the fold) to partner logo

illustrate your supporting role in the scenario.

• Up to five partners’ logos can be included in the
AWS Marketplace-led branding treatment.

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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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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 

DevOps Competency
Managed Service Provider


DevOps Competency
Managed Service Provider

work with AWS in this marketing scenario.

 AWS Marketplace Seller  AWS Marketplace Seller
 AWS Lambda Delivery  AWS Lambda Delivery
 Healthcare Competency  Healthcare Competency

• 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

guidelines for each treatment.
interior

• 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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Misuse
• Shown on this page are examples of some In collaboration with
In collaboration with
design decisions that do not follow our
branding style. partner logo partner logo
• Additionally, do not use outdated partner
logos, and ensure that partner branding
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
Amazon Ember Display Regular. black 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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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’s 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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C O- BR AN DE D TRE A TME N T S

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 partner logo
customer experience, and AWS has provided
written permission to co-brand, either
through a logo usage agreement, or
approval through AWS’ established process.
• Only the AWS ‘Smile’ logo can be used in
co-branded treatments. All other AWS
brand marks cannot 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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Specifications
Size and arrangements

Co-branded arrangements Standard arrangements

• Co-branded arrangements include the AWS logo • Align your logo top and bottom to 150px partner logo partner logo 150px
and one or two partner logos. 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
3pt stroke 3pt stroke
• Replicate the clearspace described on this page
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.
Multi-partner arrangements
• Construct the co-branded arrangement using
the specifications described, then scale the • Align partner logos top and bottom
150px partner logo partner logo
arrangement as needed. to the AWS logo.
• “w” from AWS logo is used to
AWS logo size
determine space between AWS, pipe,
• The AWS logo is 150px high. and the first partner logo.
• Additional partner logos use the “w”
Pipe
space without the pipe.
• The pipe is 190px high and has a 3pt stroke.
partner logo partner logo 150px
Partner logo sizing
• The area designated for your logo is determined
by the height of the AWS logo.

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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.
• Use the Squid Ink version of the AWS logo for partner logo
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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Examples
Landing page and presentation

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

Landing page Presentation

PARTNER
LOGO

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Examples
ebook, case study, whitepaper, and social ads

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

ebook Case study Whitepaper Social ads

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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

primary layout location (for example, in the top

LOGO

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.  DevOps Competency  DevOps Competency
 Managed Service Provider  Managed Service Provider

• The AWS Marketplace logo shall not be used in

interior  AWS Marketplace Seller  AWS Marketplace Seller
 AWS Lambda Delivery  AWS Lambda Delivery
Healthcare Competency Healthcare Competency

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

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Working with our brand

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AWS logo and Powered by AWS

When creating assets that include AWS, AWS logo Powered by AWS
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
This is our most valuable visual identity element. You may You can display Powered by AWS to let customers know
logo must be used instead.
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 supports AWS, or (2) that AWS is a cloud services provider comprehensive and broadly adopted cloud offering.
Marketing 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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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" Color variations
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
This option may be used on dark
color backgrounds.

Clearspace Clearspace
• The clearspace is the area that should be
free of other logos, text, or graphics. Use
the height and width of the letter “a” in
the logo.
• Horizontal and vertical space requires
the full height and width of the “a” on
either side as shown.

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AWS logo
misuse
Shown on this page are examples of some Do not outline the logo. Do not remove elements Do not use a registered Do not distort or rotate Do not apply any visual
design decisions that do not follow our from the logo. trademark symbol. the logo. effects like a drop shadow
branding style. 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 Do not use the smile
the provided artwork. the logo. logo or let others do so. in a sentence. without AWS.

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

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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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Specifications
Powered by AWS usage, color, and clearspace

Powered by AWS Horizontal Stacked

• 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. Horizontal clearspace Stacked clearspace

Clearspace
• The clearspace 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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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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AWS Marketplace logo and Available in AWS Marketplace

When creating assets that include
AWS Marketplace or “Available in AWS AWS Marketplace logo Available in AWS Marketplace
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
permitted to actively promote the AWS logo The AWS Marketplace logo is our visual You can use either logo with text or the text
in China where the Amazon Cloud brand identity and is used in AWS treatment “Available in AWS Marketplace” to
Technologies logo must be used instead. Marketplace-led marketing scenarios. tell your customers that your software runs on
Explore these logos by visiting the Marketing AWS and is available in AWS Marketplace.
Toolkit in AWS Partner Central.

Color variations
• Two Color: Squid Ink & Amazon Orange Logo lockup clearspace Logo with text clearspace
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
This option may be used on dark
color backgrounds. Text only

Clearspace
Amazon Ember bold
Available in AWS Marketplace
• The clearspace is the area that should be Tracking: 0
free of other logos, text, or graphics. Use Available in Size: 10-12 pt
the height and width of the letter “a” in AWS Marketplace Color: Squid Ink or White
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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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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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.

Amazon Cloud Technologies Partner Badges Partner badge Single designation badge Multiple-designation badge

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
Cloud Technologies logo for use on partner  AWS Lambda Delivery
badges, designation badges, certification badges,  Healthcare Competency

and qualified badges. All other badge-related

text will appear in English. You may use Badge 100 AWS Certifications Qualified Software Qualified Device with single designation
Manager for use cases that require this logo.
Please consult badge specifications for clearspace
and usage guidance.

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Specifications
Amazon Cloud Technologies

Type guidelines and logo color

The Amazon Cloud Technologies logo is for use
in all public-facing assets and communications
in mainland China, including website, service Type guidelines
names, consoles, technical documentation, Chinese: Noto Sans CJK JP, bold, 76 pt
event material, and marketing campaigns. This
applies to both Chinese and English materials. Color
Text: Smile:
Squid Ink #232F3E Amazon Orange #ff9900
Color variations RGB 37, 47, 62 RGB 255, 153, 0
• Two Color: Squid Ink and Amazon Orange
CMYK 84, 72, 51, 52 CMYK 0, 47, 100, 0
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
This option may be used on light Clearspace
color backgrounds.
• One Color: White
This option may be used on dark Clearspace is derived
color backgrounds. from the first
character in name
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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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 infrastructure
used to power Amazon.com’s global web properties.
English: Amazon Ember medium, 16 pt
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 Ink backgrounds.) Clearspace
• 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. 90% height of characters

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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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
• When using the term "AWS Partner," use "AWS Partner" in full in the first instance. Use the alliance” to describe your relationship with AWS. Opt for language such as
term "partner" for subsequent references in the same document. "agreement,” “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 AWS events, do not include the names or logos of other public cloud providers.
• AWS Advanced Tier Training Partner with an AWS Qualified Software If you prefer not to use AWS specifically, you may reference “the cloud,” “your
offering and Migration Competency cloud,” 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
Competency and AWS Managed Instead, please use “independent software vendors” (preferred), “software
Device offering
Service Provider designation sellers,” or "data providers." You can abbreviate “independent software
• AWS Partner with an AWS Qualified vendors” to “ISVs” as 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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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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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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