brand guidelines
Last Updated—02/22/2017
AMAZON BRAND GUIDELINES
Contents Thank you for reviewing our
brand guidelines. These guides
were last update on 02/22/2017.
Brand Tone—Page 3
How the Amazon brand should sound.
Key Brand Traits—Page 4
The key brand personality traits.
Please check back regularly
Logos—Page 5 for the most up to date guides
Primary and alternate brand logos, and how
they should/shouldn’t be used. and resources.
Color—Page 11
Primary brand colors, secondary color palate
and examples of how they should be used.
Typography—Page 12
How to use the brand’s primary and
secondary typography.
2
AMAZON BRAND GUIDELINES
Brand Tone
What is the one thing?
We enable the triumph
of the everyday hero.
When are we at our best? This document expands on these
When we’re at our best—when we’re working backwards from the
customer and embodying our Peculiar Ways—we create experiences qualities (unless you know better
that invite customers to see our finest qualities: We’re welcoming,
authentic, optimistic, empowering, and delightful.
ones) and helps us to focus on
who we are, so that we consistently
present ourselves to the customer
in our finest light.
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AMAZON BRAND GUIDELINES
Key Brand Traits—Who We Are
Welcoming— Optimistic— Delightful—
We make every customer, everywhere, feel like we create We emphasize expansion and possibility, rather than In everything we create, we find memorable ways to make
Amazon just for them. We speak to the customer casually limitations and prohibitions. We’re excited about the future the customer smile. We create experiences that are fun,
and directly as if we were having a conversation in person. we’re helping to create, and we express this optimism to the frictionless, and beautiful. We believe that simplicity is the
We’re a good listener, looking for ways to be helpful and customer in everything from our color palettes and language greatest delighter of all, but simplicity alone isn’t enough.
reassuring, but recognizing when it’s better to remain quiet. choices, to our photography and TV commercials. We’re bright We’re always looking for one more way to make each
We’re compassionate and remember that the customer is and open, not cool and sleek. We don’t tell the customer experience a little less ordinary, whether that be a quirky
sometimes shopping in a second language, is sometimes sight what they can’t do, we offer solutions and help the customer image in a gateway ad or a hint of unexpected humor in a
impaired, and always has a different perspective than we do. discover new options. This sense of boundless possibility UI message. It’s about making that extra little effort every
We keep it simple and don’t ask the customer to understand makes the customer feel like Amazon is always the right place time, because we aren’t just building a series of online
how Amazon works or to learn our terminology, because to start, whatever their needs. transactions—we’re creating a place for amusement,
everything we do is about putting the customer at ease. entertainment, and human connection.
Authentic— Empowering—
We amplify the truth and let it speak for itself. We work We transform the impossible into the expected. We’re
backwards from real customer problems, so we don’t need constantly inventing on behalf of the customer to reduce
to make exaggerated claims. We look for opportunities to friction and make life more simple. From eReaders to Echo,
relay genuine customer stories and to show people as they from Dash Buttons to Drones, sometimes we’re at our best
really are—our customers don’t live in a stock photo world, when we raise the bar so high that the customer isn’t even
and we shouldn’t portray them as such. We don’t talk about sure it’s for real. But often our greatest innovations feel like
ourselves. We stay focused on the customer, and on the they’ve been there all along, like a 1-Click button or free
things our creations help the customer to achieve. same-day shipping. It’s nice when the customer admires
our inventions, but we’re most happy when our inventions
disappear into the everyday.
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AMAZON BRAND GUIDELINES
Primary Logo
This is the primary Amazon logo.
The primary logo should be your
first choice for all marketing needs.
AMAZON BRAND GUIDELINES—LAST UPDATED 02/22/2017 5
AMAZON BRAND GUIDELINES
Primary Logo—Summary
Logo Color Size The “.com” logo is not necessary
The logo should appear in one of the color combinations below. The logo must be no smaller than 0.75 inches for use in North America.
The two-color versions are preferred. In cases where color needs wide for print, 100 pixels for 1x resolution
to be restricted, these one-color logos are acceptable alternates. screens or 200 pixels for 2x resolution screens.
Choose the color option with the highest contrast.
3/4” or 100px@1x or 200px@2x
Incorrect Uses
To maintain brand integrity, do not alter the logo artwork,
proportion or color. Below are examples of incorrect uses.
Clear Space
The clear space is based on the letter “o” in the logo. Horizontal
space requires the full width of the “o” on either side. Vertical
DO NOT use unapproved colors. DO NOT outline the logo. DO NOT remove DO NOT use a registered
space requires half the height of the “o” above and below.
elements of the logo. trademark symbol
At we... Here at Amazon we...
DO NOT modify or recreate DO NOT use the DO NOT layer content
the provide artwork. logo in a sentence. on top or below.
AMAZON BRAND GUIDELINES—LAST UPDATED 02/22/2017 6
AMAZON BRAND GUIDELINES
Primary Logo—Background Usage
Make sure there is enough contrast
to visually separate the logo from
the background. Keep the area
surrounding the logo free of clutter.
The Smile is disappearing into the background. The Smile and wordmark are clearly defined. The logo is clearly defined against the background.
The Smile’s contrast is low against the background. The logo is clearly defined against the background. The logo is clearly defined against the background.
AMAZON BRAND GUIDELINES—LAST UPDATED 02/22/2017 7
AMAZON BRAND GUIDELINES
Primary Symbol—The Smile
This is Amazon’s primary symbol.
The Smile is our most valuable visual
identity element. It represents the
experiences we work hard to create
for our customers.
The Smile can be used independently
within an Amazon context. When in
doubt, use the full Amazon logo.
AMAZON BRAND GUIDELINES—LAST UPDATED 02/22/2017 8
AMAZON BRAND GUIDELINES
Primary Symbol—The Smile
Smile Color Clear Space Social Media Icon – Smile Placement
The Amazon corporate colors are Amazon Orange, Squid Horizontal clear space requires the half the height of the Smile Below are Smile size and placements within profile pictures for social
Ink and white, (see page 6 for details). Choose the color (X) on either side. Vertical space requires the height of the media. Please use the EPS files from the Brand Wiki and make sure to
option with the highest contrast. dimple above and below. When the Smile is the only element optimize for the dimensions of the social media platform. Below are
used, make sure it aligns just below the visual center point. examples of colors that can be used.
X X
Size Incorrect Uses
The Smile must be no smaller than 0.5 inches To maintain brand integrity, do not alter the Smile artwork
wide for print, 50 pixels for 1x resolution screens proportion or color. Below are examples of incorrect uses.
or 100 pixels for 2x resolution screens.
0.5” or 50px@1x or 100px@2x
DO NOT use unapproved colors. DO NOT outline the Smile. DO NOT remove DO NOT crop the Smile.
The “A” Smile is no longer allowed for use. elements of the Smile.
At we... Here at Amazon we...
DO NOT modify or recreate DO NOT use the DO NOT layer content
the provided artwork. Smile in a sentence. on top or below.
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AMAZON BRAND GUIDELINES
Primary Symbol—The Smile
Make sure there is enough contrast to
visually separate the Smile from the
background. Keep the area surrounding
the logo free of clutter. The Smile
can be used independently within an
Amazon context. When in doubt, use
the full Amazon logo.
The Smile is clearly defined. The Smile is clearly defined. The Smile is clearly defined.
The Smile is disappearing into the background. The contrast is low and the colors vibrate. The background competes with the Smile.
AMAZON BRAND GUIDELINES—LAST UPDATED 02/22/2017 10
AMAZON BRAND GUIDELINES
Primary Brand Colors
Amazon Orange Squid Ink HEX: #333E48
RGB: 51—62—72
This is Amazon’s primary brand color. This is the primary neutral
CMYK: 78—64—53—44
brand color for Amazon. This
HEX: #FF9900 is the darkest color used for PMS: COATED 432 C
brand elements. Use it like you
RGB: 255—153—0
would use black.
CMYK: 0—45—95—0
PMS: COATED 1375 C
UNCOATED 137 U
White HEX: #FFFFFF
RGB: 255—255—255
The use of white, and white
CMYK: 0—0—0—0
space, is essential to the
brand color palate. White
space allows our customer
to understand what we’re
telling them easily and
without challenge.
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AMAZON BRAND GUIDELINES
Typography—Amazon Ember Display
Amazon A to Z
Amazon Ember Display is
slightly rounded to soften
the letterforms and make
messages more visually
approachable.
It comes in 5 weights:
Ember
Light, Regular, Medium,
A to Z
Bold, & Heavy. Italic
versions are not available
at this time.
This typeface is intended
for display copy,
Display A to Z
headlines & logos.
We enable the triumph
A to Z
of the everyday hero. A to Z
AMAZON BRAND GUIDELINES—LAST UPDATED 02/22/2017 12
AMAZON BRAND GUIDELINES
Typography—Amazon Ember Display
All customer facing
LIGHT MEDIUM HEAVY
materials should use either
Ember or Ember display as
it’s primary typeface.
ABCDEFGHIJKLMN ABCDEFGHIJKLMN ABCDEFGHIJKLMN
OPQRSTUVWXYZ OPQRSTUVWXYZ OPQRSTUVWXYZ
abcdefghijklm abcdefghijklm abcdefghijklm
nopqrstuvwxyz nopqrstuvwxyz nopqrstuvwxyz
0123456789 0123456789 0123456789
REGULAR BOLD
ABCDEFGHIJKLMN ABCDEFGHIJKLMN
OPQRSTUVWXYZ OPQRSTUVWXYZ
abcdefghijklm abcdefghijklm
nopqrstuvwxyz nopqrstuvwxyz
0123456789 0123456789
AMAZON BRAND GUIDELINES—LAST UPDATED 02/22/2017 13
AMAZON BRAND GUIDELINES
Typography—Amazon Ember
THIN LIGHT REGULAR
Class aptent taciti sociosqu ad litora torquent Class aptent taciti sociosqu ad litora torquent Class aptent taciti sociosqu ad litora torquent
per conubia nostra, per inceptos himenaeos. Duis per conubia nostra, per inceptos himenaeos. per conubia nostra, per inceptos himenaeos.
eget quam neque. Aliquam malesuada vitae eros Duis eget quam neque. Aliquam malesuada Duis eget quam neque. Aliquam malesuada
id facilisis. Quisque a risus non lorem egestas vitae eros id facilisis. Quisque a risus non lorem vitae eros id facilisis. Quisque a risus non
Amazon Ember is a tempor et eget felis. Nulla fermentum neque et egestas tempor et eget felis. Nulla fermentum lorem egestas tempor et eget felis. Nulla
custom-designed typeface lorem ultrices, nec hendrerit elit efficitur. Etiam neque et lorem ultrices, nec hendrerit elit fermentum neque et lorem ultrices, nec
nunc lorem, lacinia at auctor ac, blandit tempor efficitur. Etiam nunc lorem, lacinia at auctor hendrerit elit efficitur. Etiam nunc lorem,
commissioned by Amazon
orci. Pellentesque tristique fringilla dolor, sit amet ac, blandit tempor orci. Pellentesque tristique lacinia at auctor ac, blandit tempor orci.
for use on screen UI and finibus malesuada vitae eros mauris pretium. fringilla dolor, sit amet finibus mauris pretium. Pellentesque tristique fringilla dolor, amet.
Amazon brand applications.
Ember was designed and
hand-crafted for optimal
readability on a broad range MEDIUM BOLD HEAVY
of digital devices, including Class aptent taciti sociosqu ad litora torquent Vivamus blandit sodales imperdiet. Etiam Proin egestas velit ex, in pharetra felis
mobile, web and 10-foot per conubia nostra, per inceptos himenaeos. vitae varius velit. Duis tempor semper augue interdum lobortis. Maecenas ac eros
Duis eget quam neque. Aliquam malesuada nec vulputate. Pellentesque augue turpis, eleifend, dignissim quam iaculis, maxi
UI. Ember is a Humanist-
vitae eros id facilisis. Quisque a risus non egestas vel tristique in, rutrum eget risus. dui. Praesent varius a est et aliquet.
inspired face that comes in lorem egestas tempor et eget felis. Nulla Praesent in quam ac nisi dictum feugiat. Phasellus dolor augue, mattis sodales
Thin, Light, Regular, Medium, fermentum neque et lorem ultrices, nec Integer ac velit tincidunt, interdum urna in, mattis vel, volutpat vel nunc. Nunc ut
Bold, Heavy and their Italic hendrerit elit efficitur. Etiam nunc lorem, faucibus ipsum. Pellentesque ultrices lacinia ligula erat. Sed nec velit ipsum. Mauris
counterparts. lacinia at auctor ac, blandit tempor orci. nunc eget pellentesque. Morbi tempor sem ligula tortor, facilisis in est at, posuere
Pellentesque tristique fringilla dolor, amet. eget gravida egestas vel tristique in suscipit. lobortis ex onec ac velit id est.
This typeface is intended for
body copy and small text.
REGULAR ITALIC MEDIUM ITALIC HEAVY ITALIC
Class aptent taciti sociosqu ad litora torquent Vivamus blandit sodales imperdiet. Etiam Proin egestas velit ex, in pharetra felis
per conubia nostra, per inceptos himenaeos. vitae varius velit. Duis tempor semper augue interdum lobortis. Maecenas ac eros
Duis eget quam neque. Aliquam malesuada nec vulputate. Pellentesque augue turpis, eleifend, dignissim quam iaculis, maxi
vitae eros id facilisis. Quisque a risus non lorem egestas vel tristique in, rutrum eget risus. dui. Praesent varius a est et aliquet.
egestas tempor et eget felis. Nulla fermentum Praesent in quam ac nisi dictum feugiat. Phasellus dolor augue, mattis sodales
neque et lorem ultrices, nec hendrerit elit Integer ac velit tincidunt, interdum urna in, mattis vel, volutpat vel nunc. Nunc ut
efficitur. Etiam nunc lorem, lacinia at auctor faucibus ipsum. Pellentesque ultrices lacinia ligula erat. Sed nec velit ipsum. Mauris
ac, blandit tempor orci. Pellentesque tristique nunc eget pellentesque. Morbi tempor sem ligula tortor, facilisis in est at, posuere
fringilla dolor, sit amet finibus mauris pretium. eget gravida suscipit ac velit dictum tincidun. lobortis ex. Donec ac velit id est facilisis.
AMAZON BRAND GUIDELINES—LAST UPDATED 02/22/2017 14
For any questions or further information,
please email—
[email protected]PREPARED BY—
BRAND
