Visual Assets Style Guidelines

Guidelines for Web

AWS Brand Guidelines June 2016

CONFIDENTIAL
Amazon Web Services Style Guidelines
Every interaction with our customers is an opportunity to articulate our values and strengthen our brand.
This style guide provides guidance on the representation of the Amazon Web Services brand in both visual
and editorial content.

For questions on the proper use of these guidelines, please contact:

[email protected]

AWS Brand Guidelines June 2016

CONFIDENTIAL
About Amazon Web Services AWS Style Guide Mission

Mission Mission
BACKGROUND
Amazon Web Services is a subsidiary of Amazon and we enjoy the same peculiar culture and
Background
The Amazon Web Services Mission is to build innovative products and services that enable customer
Amazon Web Services obsession.
is a subsidiary While
of Amazon and we enjoywe the are
same a separate entity, we strive
peculiar to maintain the same trust, reliability,
The Amazon Web Services Mission is to build innovative products and services that
businesses and developers to buildenable
scalable,
businessessophisticated applications.
and developers to build scalable, sophisticated applications. and
culture and customer customer-centricity
obsession. While we are a separaterepresented
entity, we strive to in the Amazon brand.
maintain
the same trust, reliability, and customer-centricity represented in the Amazon brand.

About Amazon Web Services

ABOUT AMAZON WEB SERVICES
In 2006, Amazon Web Services (AWS) began offering IT infrastructure services
to businesses in the form of web services -- now commonly known as cloud
In 2006, Amazon Web Services (AWS) began offering IT infrastructure services to businesses in
computing. One of the key benefits of cloud computing is the opportunity to replace
the form of web services—now commonly known
up-front capital as expenses
infrastructure cloud with
computing. One
low variable costs thatof the
scale key
with your benefits

of cloud computing is the opportunity to replace up-front capital infrastructure expenses with low
business. With the Cloud, businesses no longer need to plan for and procure servers
and other IT infrastructure weeks or months in advance. Instead, they can instantly
variable costs that scale with your spin
business.
up hundreds With the Cloud,
or thousands of serversbusinesses no results
in minutes and deliver longer need to plan
faster.
for and procure servers and other IT infrastructure weeks or months in advance. Instead, they can
instantly spin up hundreds or thousands of servers in minutes and deliver results faster. 1

AWS Brand Guidelines June 2016

CONFIDENTIAL
AWS Brand Guidelines / Visual Assets Guidelines - Web / Contents

Guidelines Contents
SECTION 1 (P.01) SECTION 2 (P.07) SECTION 3 (P.09) SECTION 4 (P.13) SECTION 5 (P.17)
General Guidelines Colors and Styles Hero Banners Editorial Illustrations 2-Ups
Brand Traits
Audiences
Company Logo
Font and Type

SECTION 6 (P.21) SECTION 7 (P.25) SECTION 8 (P.29) SECTION 9 (P.40) SECTION 10 (P.43)
Social Email Page Illustrations Additional Information Resources
Feature Illustrations Asset Taxonomy and Definitions Authoring Guidelines
Benefit Icons Naming Conventions Presentations
Diagrams Legal
Additional Guidance
Design Requests

AWS Brand Guidelines June 2016

CONFIDENTIAL
SECTION 1

General Guidelines

p. 1

AWS Brand Guidelines June 2016

CONFIDENTIAL
AWS Brand Guidelines / Visual Assets Guidelines - Web / General Guidelines - Brand Traits

General Guidelines

Brand Traits
The way we interact with customers affects their perceptions CUSTOMER-CENTRIC SMART & INNOVATIVE
of the Amazon Web Services brand. Whether it is through the Our voice and tone is personal and seeks We are constantly looking for ways to innovate
management console, usage reports, API experience, or sales, to identify with the user. When referring to on behalf of our customers. We equate success
all of our efforts impart a personality to our brand. customers or non-customers, we use the with our own ability to think outside the box and
second person tense. solve for customers’ needs.

TRUSTWORTHY APPROACHABLE
We always strive to emphasize the reliability of We are direct and confident, not boastful. We
the platform, but at the same time we never present the information in a straightforward
conceal faults or mistakes. manner, back it up with proof, and let the
customer judge the value.

RESPECTFUL
Each interaction with the customer is an
opportunity to educate or be educated.
Extending the utmost respect to our customers
encourages this exchange.

p. 2

AWS Brand Guidelines June 2016

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AWS Brand Guidelines / Visual Assets Guidelines - Web / General Guidelines - Audiences

General Guidelines

AWS Audiences Depth of interaction with AWS

When building content, choose a primary audience - is this for BUSINESS DECISION MAKERS / PRESS / ANALYSTS
a developer or an IT executive? Your tone, messaging structure
and content should all be tailored to the audience you are
directing your message to. IT EXECUTIVE

Also consider the audience’s depth of interaction with and

SYSTEM ADMINISTRATORS
understanding of AWS. Choose your specific audience from
the chart to the right, your content should be accessible to your Primary
audience and each audience with a greater depth of interaction Audiences
with AWS. ARCHITECTS | DEV OPS

DEVELOPERS

p. 3

AWS Brand Guidelines June 2016

CONFIDENTIAL
AWS Brand Guidelines / Visual Assets Guidelines - Web / General Guidelines - Company Logo

General Guidelines

AWS Company Logo

PRIMARY LOGO
The primary identity mark for Amazon Web Services is the above logo with
the logotype in black and the AWS boxes in our brand orange (see “Color
Guidelines”). It is our standard for customer-facing collateral, and should be
SECONDARY LOGOS
utilized unless color restrictions or placement necessitate an alternate use.
AWS’ secondary logos are meant for use when the primary mark will not work in a
AWS logo should never be less than: defined context. For example, when print is restricted to black and white or when
Web and Digital: 100px the logo must live on a dark-colored background.
Print: 1 inch/15.4mm/72pt

p. 4

AWS Brand Guidelines June 2016

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 AWS Brand Guidelines / Visual Assets Guidelines - Web / General Guidelines - Company Logo

AWS Style Guide Logo

General Guidelines

AWS Logo Dos and Don’ts

AWS Style Guide Logo
AWS Style Guide Logo

AWS Style Guide Logo

DO
1 5
How not to use
The AWS logo should be featured in an unaltered state, on AWS Style Guide Logo
white or very light backgrounds that are devoid of distracting
1 patterns or imagery. the AWS Logo
5
1 1 Logo 5 2 6
w not to use
Do not: Distort the AWS
aws.amazon.com
2 Do not: Overlay Graphics or Text AWS Style Guide Logo
1 5
AWS Logo
2
DON’T 3How 6not to use
Do not: Add Tag lines underneath

1 Logo
aws.amazon.com 5
Do not: Place on a Patterned Background
AWS Style Guide 6Logo 3 7
4the AWS Logo
o not: Distort the AWS 2
aws.amazon.com
Do not: Remove/edit the blocks
o not: Overlay Graphics or Text
5 1DoDo
not: Use just the blocks
not: Distort the AWS Logo aws.amazon.com
2 6
o not: Add Tag lines underneath
3
6
7
Do not: Alter the color aws.amazon.com
not distort the AWS Logo.2 Do not: Overlay Graphics
Do Background Doornot 1
overlay graphics or text. 5 Do not add tag lines underneath. Do not place on a patterned background.
How not to use
o not: Place on a Patterned
2
aws.amazon.com 7 Do not: Use
6the Logo
Text
3 Using the TM 7 4
aws.amazon.com
o not: Remove/edit the blocks 3 Do not: Add Tag lines underneath
the
o not: Use just the blocksAWS Logo
aws.amazon.com
Do not: Place on a Patterned Background
3 7
1 5
14 Do not: Distort the AWS Logo
o not: Alter the color 4 Do not: Remove/edit the blocks2 6
3 7 aws.amazon.com
2 Using
o not: Use the Logo Do not:
theOverlay
TM Graphics or Text 5 4
Do not: Use just the blocks
aws.amazon.com
3 Do not: Add Tag lines underneath
Do aws.amazon.com
not remove/edit the 6
blocks.
Do not: Alter the color
Do not use just the blocks. Do not alter the color. Do not use the Logo using the TM.
Do not: Place on a Patterned Background
2 6 3 7 4
7
4 Do not: Remove/editaws.amazon.com
the blocks
Do not: Use the Logo Using the TM
p. 5
9
4
5 Do not: Use just the blocks
aws.amazon.com
6 Do not: Alter the color
AWS Brand Guidelines June 2016
Do not: Use3the Logo Using the TM 7 4 9
7 CONFIDENTIAL
 AWS Brand Guidelines / Visual Assets Guidelines - Web / General Guidelines - Font and Type

General Guidelines

Font and Type

PRIMARY - HELVETICA NEUE LT STD ALTERNATE FONT - ARIAL
AWS’ primary typeface is Helvetica LT Std, and should be used for the bulk of print Arial is a “web safe” font installed on most modern computers. Allowances can
collateral and web assets, especially in un-editable, customer facing instances, or anything be made in certain circumstances (i.e. marketing campaigns, social media, etc.)
delivered by the Design Team. However, there is room for typographic experimentation, provided that design approval gained prior. This font should also be used for most
provided that the Marketing Design Team is involved for design approval. presentations and basic text (i.e. Microsoft Word) files.

35 THIN ABCDEFGHIJKLMNOPQRSTUVWXYZ REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz (primary style for
body copy)
abcdefghijklmnopqrstuvwxyz

45 LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz (primary style for abcdefghijklmnopqrstuvwxyz
headers/titles)

55 ROMAN ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

75 BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

PRIMARY WEIGHTS: 45 LIGHT and 75 BOLD

SECONDARY WEIGHTS: 35 THIN and 55 ROMAN
p. 6

AWS Brand Guidelines June 2016

CONFIDENTIAL
SECTION 2

Colors and Styles

p. 7

AWS Brand Guidelines June 2016

CONFIDENTIAL
AWS Brand Guidelines / Visual Assets Guidelines - Web / Colors and Styles

Colors and Styles

AWS PRIMARY COLOR PALETTE IMAGE/OBJECT STROKE STYLES

AWS Orange AWS Soft Orange Dark Grey Solid Strokes Dark grey on hard color
HEX: FF9D00 HEX: FFD394 • Most common/prevalent usage
RGB: 255, 157, 0 RGB: 255, 211, 148 Dark grey on soft color
• Do not use on colored backgrounds (Heroes and Social)
CMYK: 0, 46, 96, 0 CMYK: 0, 19, 54, 0
• Refer to individual illustration pages for specifics on
Dark grey on white
weights/corners/caps
AWS Blue AWS Soft Blue
HEX: 527FFF HEX: B1DBFF
RGB: 82, 127, 255 RGB: 177, 219, 255 Hard color on soft color
CMYK: 77, 49, 0, 0 CMYK: 37, 8, 0, 0
Colored Solid Strokes
• Use sparingly in Editorial and Feature illustrations Hard color on white
AWS Seafoam AWS Soft Seafoam
• Intended for use on accent objects
HEX: 07C284 HEX: ACEAD3 Soft color on white
RGB: 7, 194, 132 RGB: 172, 234, 211
CMYK: 62, 0, 45, 0 CMYK: 32, 0, 19, 0

Hard color on soft grey

AWS Red AWS Soft Red Dashed Strokes
HEX: FF5757 HEX: FFC1B3 • Not to be used on more than 2 objects in an image Hard color on white
RGB: 255, 87, 87 RGB: 255, 193, 179
• Intended for use on accent objects and/or to illustrate
CMYK: 0, 87, 80, 0 CMYK: 0, 36, 24, 0
movement/flow Soft color on white

AWS Purple AWS Soft Purple

HEX: A166FF HEX: D4C2FF
RGB: 161, 102, 255
CMYK: 52, 69, 0, 0
RGB: 212, 194, 255
CMYK: 12, 24, 0, 0
White Solid/Dashed Strokes White solid (fill and no fill)
• Use only on colored backgrounds (Heroes and Social)
AWS Dark Grey AWS Soft Grey • Color fills need to be within same color family and align with White dashed (fill and no fill)
background gradient/solid colors
HEX: 444444 HEX: e5e5e5
RGB: 68, 68, 68 RGB: 229, 229, 229
CMYK: 65, 57, 52, 40 CMYK: 17, 14, 15, 0 p. 8

AWS Brand Guidelines June 2016

CONFIDENTIAL
SECTION 3

Hero Banners

p. 9

AWS Brand Guidelines June 2016

CONFIDENTIAL
AWS Brand Guidelines / Visual Assets Guidelines - Web / Hero Banners

Hero Banners

How and where to use Hero Banners

WHERE TO USE
Hero Section of the AWS Homepage

HOW TO USE
Get free hands-on practice Hero banners are meant to draw the eye more
so than most other graphics in a piece. In this
with AWS in a live environment
case, our Hero banners do that through large,
Learn more » gradient backgrounds, white stroke illustrations,
and text that maximize use of negative space.

p. 10

AWS Brand Guidelines June 2016

CONFIDENTIAL
AWS Brand Guidelines / Visual Assets Guidelines - Web / Hero Banners

Hero Banners

Specifications
CHOOSING COLORS AND IMAGERY DIMENSIONS AND STYLE DETAILS
If a Hero banner is supposed to be highlighting a product or product-specific subject, you’ll want
to base your color or image choice on the primary color or images used on the associated page(s). BACKGROUND IMAGE SIZE: 1500x450px, JPEG, separate from Hero illustration

If the Hero is not related to a product, or there is no well-established color or image for the related
page(s), use your best judgement for the color and image based on subject matter. Refer to the style HERO ILLUSTRATION IMAGE SIZE: 600x450px, PNG with transparent background
and Dos and Don’ts guidelines for new image creation.

Gradient background samples Hero illustration sample (no background) ILLUSTRATION STROKE LINES: 2pt

STROKE COLOR: White (do not stroke shadows).

CORNERS: Rounded

STROKE CAPS: Round Cap

SHADOWS: 50-75% opacity of chosen color/gradient with multiply blend mode; OR black fill with 10-20% opacity

GRADIENT BACKGROUNDS: blue, green, orange, purple, red, or white/gray

DASHED LINES: Use as illustrative element, sparingly. Align to Corner, Dash: 4. Gap: 6.

DASHED LINE COLOR: White or chosen color

p. 11

AWS Brand Guidelines June 2016

CONFIDENTIAL
AWS Brand Guidelines / Visual Assets Guidelines - Web / Hero Banners

Hero Banners

Dos and Don’ts

DO

Export the Hero illustration separately and absent from the background.

Use hard shadows/highlights to give contrast. Get started with AWS

in minutes
Create subtle background elements for depth and detail.
Learn more »

Use illustrative dashed lines to show movement/motion.

Use a lighter shades of chosen color palette to highlight details.

DON’T

Do not over-complicate Hero illustrations or put Do not create Hero illustrations for use on white Do not create Hero illustrations optimized for small
multiple Hero illustrations into a Hero banner. backgrounds; Editorial/Feature illustrations should be media; to use a Hero illustration in this way, make sure to
used in this case. create it at full size, then re-size and adjust elements. p. 12

AWS Brand Guidelines June 2016

CONFIDENTIAL
SECTION 4

Editorial Illustrations

p. 13

AWS Brand Guidelines June 2016

CONFIDENTIAL
AWS Brand Guidelines / Visual Assets Guidelines - Web / Editorial Illustrations

Editorial Illustrations

How and where to use Editorial illustrations

WHERE TO USE
On the AWS home page or other landing pages
as high-tier, high visibility links to other services,
programs, etc.

HOW TO USE
Editorial illustrations should illustrate concepts in
a more detailed manner than simple Benefit icons
do; Editorial illustrations do so by using more
objects, and more variations in color, transparency,
and stroke style.

p. 14

AWS Brand Guidelines June 2016

CONFIDENTIAL
AWS Brand Guidelines / Visual Assets Guidelines - Web / Editorial Illustrations

Editorial Illustrations

Specifications
CHOOSING COLORS AND IMAGERY DIMENSIONS AND STYLE DETAILS
If an Editorial illustration is supposed to be highlighting a product or product-specific subject, you’ll
want to base your color or image choice on the primary color or images used on the associated EDITORIAL IMAGE SIZE: 250x120px to 380x185px depending on complexity, PNG with white background

page(s). If the Editorial illustration is not related to a product, or there is no well-established color or
image for the related page(s), use your best judgement for the color and image based on subject FILLS: 50-60% of filled with white. 30-50% filled with bold color. 10-20% (shading and accent objects) filled with soft color or greys
matter. Refer to the style and Dos and Don’ts guidelines for new image creation.
STROKE LINES: 2pt
Editorial illustration on homepage

STROKE COLOR: Dark gray as main stroke color, and chosen color/soft color for strokes on accent objects

STROKE CAPS: Round Cap

Associated product page

CORNERS: Rounded

SHADOWS: Light grey (between #ddd and #eee hex codes), 6px (about 5 down arrow clicks) below objects in illustration

BACKGROUNDS: Always white

DASHED LINES: Use as illustrative accent, sparingly. Use color/soft color, not dark grey. Align to Corner, Dash: 4. Gap: 6.

DASHED LINE COLOR: White or chosen color

p. 15

AWS Brand Guidelines June 2016

CONFIDENTIAL
AWS Brand Guidelines / Visual Assets Guidelines - Web / Editorial Illustrations

Editorial Illustrations

Dos and Don’ts

DO

Use bold color shades on the most important elements.

Make sure to use large areas of white to create contrast and impact.

Add accents with softer shades of color.

Incorporate light grey sparingly to add color variety.

Scale up (or down) strokes when/if making larger (or smaller) format illustrations.

DON’T

Do not overuse white or neglect Do not over-complicate illustrations or Do not use a variety of colors; Feature Do not Neglect bold colors or create
color variation. incorporate more than a few types of illustrations may have exceptions. washed out illustrations.
objects/elements.
p. 16

AWS Brand Guidelines June 2016

CONFIDENTIAL
SECTION 5

2-Ups

p. 17

AWS Brand Guidelines June 2016

CONFIDENTIAL
AWS Brand Guidelines / Visual Assets Guidelines - Web / 2-Ups

2-Ups

How and where to use 2-Ups

WHERE TO USE
On one-half (left/right) of a web page
alongside another 2-Up

HOW TO USE
2-Ups are designed to be used side-by-side
in print or web, and function much like an ad
would. For web usage, this means a 2-Up
should take up half a page’s width (accounting
for image padding/margin), which allows for a
second (different) 2-Up to be placed next to
it. 2-Up graphics in our main AWS visual style
will often leverage existing Editorial or Feature
illustrations.

p. 18

AWS Brand Guidelines June 2016

CONFIDENTIAL
AWS Brand Guidelines / Visual Assets Guidelines - Web / 2-Ups

2-Ups

Specifications
CHOOSING COLORS AND IMAGERY DIMENSIONS AND STYLE DETAILS
If a 2-Up is supposed to be highlighting a product or product-specific subject, you’ll want to base
your color or image choice on the primary color or images used on the associated page(s). If the 2-UP BACKGROUND IMAGE SIZE: Width: Half width of web page main content area minus padding/margins; Height: Variable

2-Up is not related to a product, or there is no well-established color or image for the related page(s),
use your best judgement for the color and image based on subject matter. Refer to the Editorial and GRAPHIC IMAGE SIZES: 100x100px to 200x200px - may depend on 2-Up container
Feature Illustration style and Dos and Don’ts guidelines for new image creation.
IMAGERY CREATION: PNGs with white or transparent backgrounds; refer to appropriate sections of the brand guidelines
2-up on AWS web page

IMAGERY CREATION: Page Illustrations. Partner logos, photography, and other non-illustrations may be used when appropriate

Associated landing page

p. 19

AWS Brand Guidelines June 2016

CONFIDENTIAL
AWS Brand Guidelines / Visual Assets Guidelines - Web / 2-Ups

2-Ups

Dos and Don’ts

DO
AWS SUMMIT ANNOUNCEMENTS FEATURED PARTNER: NETAPP
Try to keep images at a square aspect ratio.

Let images be cut off if necessary. Explore the next generation of AWS Disaster Recovery in minutes with a
cloud capabilities. See what’s new simple user interface. Learn more
Follow illustration guidelines; scale down strokes as necessary.

Use Partner/Customer images when appropriate.

AWS
AWSSUMMIT
SUMMIT
ANNOUNCEMENTS
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FEATURED
PARTNER:
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NETAPP
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p. 20

AWS Brand Guidelines June 2016

CONFIDENTIAL
SECTION 6

Social

p. 21

AWS Brand Guidelines June 2016

CONFIDENTIAL
AWS Brand Guidelines / Visual Assets Guidelines - Web / Social

Social

How and where to use Social images

WHERE TO USE
Social media platforms

HOW TO USE
Social media images are created using many
of the same principles of Hero banners; large,
simply colored gradient backgrounds and
clean illustrations will draw the eye. Unlike Hero
illustrations, Social graphics should fill the majority
of the area of the piece, leaving a lot less white
space than Hero banners have.

p. 22

AWS Brand Guidelines June 2016

CONFIDENTIAL
AWS Brand Guidelines / Visual Assets Guidelines - Web / Social

Social

Specifications
CHOOSING COLORS AND IMAGERY DIMENSIONS AND STYLE DETAILS
If a Social graphic is supposed to be highlighting a product or product-specific subject, you’ll want
to base your color or image choice on the primary color or images used on the associated page(s). SOCIAL IMAGE SIZE: 1024x512px (may need to adhere to specific platform specs instead), PNG

If the Social graphic is not related to a product, or there is no well-established color or image for the
related page(s), use your best judgement for the color and image based on subject matter. Refer to ILLUSTRATION STROKE LINES: 2pt
the Hero illustration style and Dos and Don’ts guidelines for new image creation.
STROKE COLOR: White (do not stroke shadows).

CORNERS: Rounded

S3
STROKE CAPS: Round Cap

SHADOWS AND ACCENTS: 75% opacity of chosen color

GRADIENT BACKGROUNDS: blue, green, orange, purple, red, or white/gray

DASHED LINES: Use as illustrative element, sparingly. Align to Corner, Dash: 4. Gap: 6.

DASHED LINE COLOR: White or chosen color

p. 23

AWS Brand Guidelines June 2016

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AWS Brand Guidelines / Visual Assets Guidelines - Web / Social

Social

Dos and Don’ts

DO

Keep graphics fairly consistent in style to Hero banners.

Use hard shadows/highlights to give contrast.

Create subtle background elements for depth and detail. S3

Use illustrative dashed lines to show movement/motion.

Add basic, additional background elements for texture if needed.

Make sure to include the AWS logo in Social images.

DON’T

S3 S3 S3 Example of a Big Data social graphic

with a flat orange background
(Big Data images use blue)

Do not over-complicate Social graphics or put multiple Do not create Social graphics with white Do not create Social graphics with flat color backgrounds
Social graphics into an image. backgrounds. or backgrounds that don’t align with subject matter.
p. 24

AWS Brand Guidelines June 2016

CONFIDENTIAL
SECTION 7

Email

p. 25

AWS Brand Guidelines June 2016

CONFIDENTIAL
AWS Brand Guidelines / Visual Assets Guidelines - Web / Email

Email

How and where to use Email images

First Email Article Title
Aptent taciti sociosqu ad litora torgquent per conubia nostra, per inceptos himenaeos.
Donec in vulpuate libero. Vivamus vitaie faucibus leo. Ut interdum elit et purus.
Integer sit amet est sit amet odio mattis aliquam. Ipsum dolor lorem sed diam aliquam
sitscelerisque diam. WHERE TO USE
First
First Email
Email ArticleArticle
Title Title
In headers and/or main content of email communications
Aptent taciti sociosqu ad litora torgquent per conubia nostra, per inceptos himenaeos.
Donec in vulpuate libero. Vivamus vitaie faucibus leo. Ut interdum elit et purus.
Integer sit amet est sit amet odio mattis aliquam. Ipsum dolor lorem sed diam aliquam
HOW TO USE
sitscelerisque diam.
First Email Article Title Use Editorial/Feature illustrations and Benefit icons in
emails to generate visual interest alongside your copy.
Like on web pages, Editorial/Feature illustrations
should be used in a larger format than Page
Illustrations, which should be used in a larger format
than Benefit icons.

p. 26

AWS Brand Guidelines June 2016

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AWS Brand Guidelines / Visual Assets Guidelines - Web / Email

Email

Specifications
CHOOSING COLORS AND IMAGERY DIMENSIONS AND STYLE DETAILS
If an Email graphic is supposed to be highlighting a product or product-specific subject, you’ll want
to base your color or image choice on the primary color or images used on the associated page(s). BACKGROUND IMAGE SIZE: 600x150px for full width of email; 250x150 for half width of email, PNG with white background

If the Email graphic is not related to a product, or there is no well-established color or image for the
related page(s), use your best judgement for the color and image based on subject matter. Refer to GRAPHIC IMAGE SIZES: Editorial/Feature illustrations - 250x120px to 380x185px; Benefit icons - 30x30px to 50x50px
the appropriate illustration style and Dos and Don’ts guidelines for new image creation.
IMAGERY CREATION: PNGs with transparent backgrounds; refer to appropriate sections of the brand guidelines for more guidance
Feature illustration in email body

Associated product page

p. 27

AWS Brand Guidelines June 2016

CONFIDENTIAL
AWS Brand Guidelines / Visual Assets Guidelines - Web / Email

Email

Dos and Don’ts

DO
First Email Article Title
Aptent taciti sociosqu ad litora torgquent per conubia nostra, per inceptos himenaeos.
Use Editorial/Feature illustrations and Benefit icons per their guidelines. Donec in vulpuate libero. Vivamus vitaie faucibus leo. Ut interdum elit et purus.
Integer sit amet est sit amet odio mattis aliquam. Ipsum dolor lorem sed diam aliquam
sitscelerisque diam.
Let illustrations and icons breathe (use white space) within the layout. First Email Article Title

Keep layouts simple - don’t overpower the text with graphics.

First Email Article Title
Aptent taciti sociosqu ad litora torgquent per conubia nostra, per inceptos himenaeos.
Use photography, Diagrams, resized
Donec in vulpuate Hero
libero. banners,
Vivamus etc.
vitaie faucibus leo. sparingly
Ut interdum elit and
et purus. Lorem Ipsum Dolor Sab Sed Lobortis Vitae Aptent Taciti ad Purus
only when or where necessary.
Integer sit amet est sit amet odio mattis aliquam. Ipsum dolor lorem sed diam aliquam First Email Link Title Second Email Link Title Third Email Link Title
sitscelerisque diam.
First Email Article Title

DON’T

Lorem Ipsum Dolor Sab Sed Lobortis Vitae Aptent Taciti ad Purus
First Email Link Title Second Email Link Title Third Email Link Title

Do not use excessively large or complex images. Minimize contrasting image styles or treatments in layout.
p. 28

AWS Brand Guidelines June 2016

CONFIDENTIAL
SECTION 8

Page Illustrations

p. 29

AWS Brand Guidelines June 2016

CONFIDENTIAL
 Amazon SpaceNeedle Amazon
is a fast,SpaceNeedle
Amazon SpaceNeedle Amazon
is a fast,SpaceNeedle
easy-to-use is a fast, easy-to-use
easy-to-use
business is a fast, easy-to-use
intelligence
business business
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AWS Business Intelligence Pricing FAQs
that lets
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Types of illustrations AWS Business Intelligence Pricing FAQs

Amazon SpaceNeedle is a fast, easy-to-use business intelligence (BI) service

Solution Features
that lets you perform ad-hoc analysis and build visualizations on virtually any
sized data set. Amazon SpaceNeedle has intuitive interfaces for desktop and
mobile (iOS/Android) devices. Getting started is simple.

Solution Solution
Solution
FeaturesSolution
Features
Features Features Sign Up for the Preview | Log In

FEATURE ILLUSTRATIONS
Easy Integration
Free online training, courses, and
Easy Integration
Free online training, courses, and
Easy Integration
Free online training, courses, and
Easy Integration
Free online training, courses, and
Solution Features
hands on labs to get the skills you hands on labs to get the skills you hands on labs to get the skills you hands on labs to get the skills you
need for big data. need for big data. need for big data. need for big data.

Easy Integration Easy Integration Easy Integration Easy Integration

Free online training, courses, and Free online training, courses, and Free online training, courses, and Free online training, courses, and
hands on labs to get the skills you hands on labs to get the skills you hands on labs to get the skills you hands on labs to get the skills you
need for big data. need for big data. need for big data. need for big data.

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Lambda is triggered
DYNAMODB LAMBDA REDSHIFT
Lambda is triggered

Online order Order data is stored Lambda runs data transformation code Analytics generated
Online order Order data is stored Lambda runs data transformation code Analytics generated
is placed in operational database and loads results into data warehouse from data is placed in operational database and loads results into data warehouse from data

BENEFIT ICONS

Use Case Use

Use Get
Case
Diagram Case
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Started CTAs
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Diagram
Diagram Get Started CTAs

Visit our library of tutorials Visit our library of tutorials Visit our library of tutorials
& resources & resources & resources

DYNAMODB DYNAMODB
DYNAMODB DYNAMODB
LAMBDA LAMBDA LAMBDA LAMBDA
REDSHIFTREDSHIFTREDSHIFT
REDSHIFT p. 30
More Resources: Big Data Blog | Self-paced Labs
Visit our library of tutorials Visit our library of tutorials Visit our library of tutorials
Lambda&is triggered
Lambda
resources is Lambda is triggered
triggered Lambda is triggered
& resources & resources

AWS Brand Guidelines June 2016

More Resources: Big Data Blog | Self-paced Labs
CONFIDENTIAL
2UP PLACEHOLDER ADS 2UP PLACEHOLDER ADS
 AWS Brand Guidelines / Visual / Page Illustrations
Assets Guidelines - WebPricing
AWS Business Intelligence
- Feature illustrations
FAQs

Page Illustrations -Amazon

Feature Illustrations
SpaceNeedle is a fast, easy-to-use business intelligence (BI) service
that lets you perform ad-hoc analysis and build visualizations on virtually any

How and where to use Feature illustrations sized data set. Amazon SpaceNeedle has intuitive interfaces for desktop and
AWSmobile
Product/Service/Solution Name
(iOS/Android) devices. Getting started is simple.
A brief description on the Product/Service/Solution, this text is not
nessesary on all pages. Should always be centered.
Sign Up for the Preview | Log In
WHERE TO USE
AWS Business Intelligence Pricing FAQs Alongside high-level messaging pillars, product/service
features, email headers, and/or upper tier page links

Amazon SpaceNeedle is a fast, easy-to-use business intelligence (BI) service

that lets you perform ad-hoc analysis and build visualizations on virtually any HOW TO USE
sized data set. Amazon SpaceNeedle has intuitive interfaces for desktop and

Solution Features
mobile (iOS/Android) devices. Getting started is simple. Like Editorial illustrations, Feature illustrations should
illustrate concepts/products/services in a more
Sign Up for the Preview | Log In
detailed manner than simple Benefit icons do;
Feature illustrations do so by using more objects
and more variations in color, transparency, and
stroke style.

Solution Features
Easy Integration Easy Integration Easy Integration Easy Integration
Free online training, courses, and Free online training, courses, and Free online training, courses, and Free online training, courses, and
hands on labs to get the skills you hands on labs to get the skills you hands on labs to get the skills you hands on labs to get the skills you
need for big data. need for big data. need for big data. need for big data.
Easy Integration Easy Integration Easy Integration Easy Integration
Free online training, courses, and Free online training, courses, and Free online training, courses, and Free online training, courses, and
hands on labs to get the skills you hands on labs to get the skills you hands on labs to get the skills you hands on labs to get the skills you
need for big data. need for big data. need for big data. need for big data.

Use Case Diagram p. 31

Use Case Diagram
DYNAMODB LAMBDA REDSHIFT
Lambda is triggered
AWS Brand Guidelines June 2016
DYNAMODB LAMBDA REDSHIFT CONFIDENTIAL
AWS Brand Guidelines / Visual Assets Guidelines - Web / Page Illustrations - Feature illustrations

Page Illustrations - Feature Illustrations

Specifications
CHOOSING COLORS AND IMAGERY DIMENSIONS AND STYLE DETAILS
If a Social graphic is supposed to be highlighting a product or product-specific subject, you’ll want
to base your color or image choice on the primary color or images used on the associated page(s). FEATURE ILLUSTRATION SIZE: 250x250px to 380x380px depending on complexity, PNG with white background

If the Social graphic is not related to a product, or there is no well-established color or image for the
related page(s), use your best judgement for the color and image based on subject matter. Refer to FILLS: 50-60% of filled with white. 30-50% filled with bold color. 10-20% (shading and accent objects) filled with soft color or greys
the Feature illustration style and Dos and Don’ts guidelines for new image creation.
STROKE LINES: 2pt
Big Data Feature illustrations

STROKE COLOR: Dark gray as main stroke color, and chosen color/soft color for strokes on accent objects

STROKE CAPS: Round Cap

Associated product page

CORNERS: Rounded

SHADOWS: Light grey (between #ddd and #eee hex codes), 6px (about 5 down arrow clicks) below objects in illustration

BACKGROUNDS: Always white

DASHED LINES: Use as illustrative accent, sparingly. Use color/soft color, not dark grey. Align to Corner, Dash: 4. Gap: 6.

DASHED LINE COLOR: White or chosen color

p. 32

AWS Brand Guidelines June 2016

CONFIDENTIAL
AWS Brand Guidelines / Visual Assets Guidelines - Web / Page Illustrations - Feature illustrations

Page Illustrations - Feature Illustrations

Dos and Don’ts

DO

Use bold color shades on the most important elements.

Make sure to use large areas of white to create contrast and impact.

Add accents with softer shades of color.

Incorporate light grey sparingly to add color variety.

Scale up (or down) strokes when/if making larger (or smaller) format illustrations.

DON’T

Do not over-complicate illustrations Do not incorporate too many colors; Do not use varying stroke weights. Do not neglect bold colors or Do not overuse bold colors,
or Incorporate more elements than use a primary color and perhaps create washed out illustrations. neglect white or neglect color
necessary to communicate concept. one or two accent colors. variation.
p. 33

AWS Brand Guidelines June 2016

CONFIDENTIAL
 Lambda is triggered

AWS Brand Guidelines / Visual Assets Guidelines - Web / Page Illustrations - Benefit Icons

Easy Integration Easy Integration Easy Integration Easy Integration

nline order Order data
Free online training,is stored
courses, and Free online training, courses, and Lambda runs dataFree
Free online training, courses, and transformation
online training, courses, and code Analytics generated
s placed in operational database
hands on labs to get the skills you hands on labs to get the skills you
and loads results need
hands on labs to get the skills you
into data warehouse
hands on labs to get the skills you
from data
Page Illustrations - Benefit Icons
need for big data. need for big data. need for big data. for big data.

How and where to use Benefit icons Use Case Diagram

DYNAMODB LAMBDA REDSHIFT

Lambda is triggered WHERE TO USE

Online order Order data is stored

Get Started CTAs Lambda runs data transformation code Analytics generated
In the body of any web-based media

is placed in operational database and loads results into data warehouse from data

HOW TO USE
Use Benefit icons to illustrate features, benefits
and/or functionality of products, services or
processes within the main content area of a
Get Started CTAs piece. Simple Benefit icons should be used
Visit our library of tutorials Visit our library of tutorials Visit our library of tutorials
when a simple concept is being presented
& resources & resources & resources or there isn’t enough room for more detailed
Feature Illustrations.
Visit our library of tutorials Visit our library of tutorials Visit our library of tutorials
& resources & resources & resources

More Resources: Big Data Blog | Self-paced Labs

More Resources: Big Data Blog | Self-paced Labs

2UP PLACEHOLDER ADS 2UP PLACEHOLDER ADS

p. 34
2UP PLACEHOLDER ADS 2UP PLACEHOLDER ADS
AWS Brand Guidelines June 2016
CONFIDENTIAL
AWS Brand Guidelines / Visual Assets Guidelines - Web / Page Illustrations - Benefit Icons

Page Illustrations - Benefit Icons

Specifications
CREATING BENEFIT ICON IMAGERY DIMENSIONS AND STYLE DETAILS
Benefit icons should be used to illustrate the simplest of concepts. If a Benefit icon need aligns
with an existing illustration, image or subject, you’ll want to base your icon choice on elements/ ICON IMAGE SIZE: 50x50px to 100x100px depending on complexity, PNG with transparent background
objects contained within the associated illustration or subject. If the Benefit icon is not related to
an existing illustration, image or subject, use your best judgement for an icon based on subject FILLS: 50%-60% of the image filled white. 30% filled with chosen color. 10-20% (shading and accent objects) filled with soft color
matter. Refer to the Benefit icon style and Dos and Don’ts guidelines for new image creation.
STROKE LINES: 2pt

STROKE COLOR: Dark grey; some objects may use light grey for accent color

STROKE CAPS: Round Cap

Partners Chat Web Access Documentation CORNERS: Rounded

SHADOWS: Light grey (between #ddd and #eee hex codes), 6px (about 5 down arrow clicks) below objects in icon

DASHED LINES: Use as illustrative element, very sparingly; align to Corner, Dash: 4. Gap: 6.

DASHED LINE COLOR: Dark grey, light grey

p. 35

AWS Brand Guidelines June 2016

CONFIDENTIAL
AWS Brand Guidelines / Visual Assets Guidelines - Web / Page Illustrations - Benefit Icons

Page Illustrations - Benefit Icons

Dos and Don’ts

DO
Keep sizing and complexity consistent within a set of related icons.

Keep icons limited to a single object/subject.

Use a good balance of white and grey.

Use subtle grey shadows to provide some depth.

DON’T

Do not over-complicate Benefit icons Do not oversimplify Benefit icons. Do not use colors within Benefit icons. Do not incorporate details from Do not use varied stroke widths.
with too many elements or details. other illustration styles, such as
Editorial/Feature illustrations.

p. 36

AWS Brand Guidelines June 2016

CONFIDENTIAL
Easy Integration Easy Integration
mobile Easy Integration
(iOS/Android) devices. Getting started is simple. Easy Integration
Free online training, courses, and Free online training, courses, and Free online training, courses, and Free online training, courses, and
hands on labs to get the skills you
hands on labs to get
thethe skills you
AWS Brand Guidelines / VisualSign Up for
Assets Preview
Guidelines | Log In
- Web hands on labs to get the skills you
/ Page Illustrations - Diagrams hands on labs to get the skills you
need for big data. need for big data. need for big data. need for big data.

Page Illustrations - Diagrams

Solution Features

How and where to use Diagrams

Use Case Diagram
Easy Integration Easy Integration Easy Integration Easy Integration
Free online training, courses, and Free online training, courses, and Free online training, courses, and Free online training, courses, and
hands on labs to get the skills you hands on labs to get the skills you hands on labs to get the skills you hands on labs to get the skills you
need for big data. need for big data. need for big data. need for big data.
WHERE TO USE
DYNAMODB LAMBDA REDSHIFT
Web pages, webinars, eBooks, emails, and any
Lambda is triggered
other online asset requiring a diagram

Use Case Diagram HOW TO USE

Online order Order data is stored Lambda runs data transformation code Analytics generated Diagrams should effectively communicate
is placed in operational database
DYNAMODB LAMBDA and loads results into data warehouse
REDSHIFT from data
relationships between different products and
Lambda is triggered
services and/or tools, Feature illustrations, and
processes. They will use the simplest versions of
Online order Order data is stored Lambda runs data transformation code Analytics generated Feature Illustrations or Benefit icons to represent
is placed in operational database and loads results into data warehouse from data
the above.

Get Started
Get Started CTAs
CTAs

Visit our library of tutorials Visit our library of tutorials Visit our library of tutorials
& resources & resources & resources
Visit our library of tutorials Visit our library of tutorials Visit our library of tutorials
& resources & resources & resources
More Resources: Big Data Blog | Self-paced Labs

p. 37
More Resources: Big Data Blog | Self-paced Labs

2UP PLACEHOLDER ADS 2UP PLACEHOLDER ADS AWS Brand Guidelines June 2016
CONFIDENTIAL
 AWS Brand Guidelines / Visual Assets Guidelines - Web / Page Illustrations - Diagrams

Page Illustrations - Diagrams

Specifications
ting, business apps,
usiness intelligence

CHOOSING COLORS AND IMAGERY DIMENSIONS AND STYLE DETAILS

Diagrams are comprised of multiple graphics/icons that can represent different products and
services; and these graphics don’t need to be consistent colors. The colors for a single graphic ICON/ILLUSTRATION SIZES: Roughly 60x60px

in a diagram should be based on the primary colors used with the related product(s) or subject(s).
dated information
If a Diagram graphic has no reference imagery, or there are no well-established colors or related OVERALL DIAGRAM SIZE: At or under 1024px, PNG with transparent background
ately available online
page(s)/subject(s), use your best judgement for colors and images based on subject matter. Refer
ss users & customers
to the Feature illustration style and Dos and Don’ts guidelines for new image creation.
STROKE LINES: 2pt

STROKE COLOR: See rules for building Page Illustrations

TITLE OF STEP TITLE OF STEP TITLE OF STEP
CORNERS: Rounded
sub text here sub text here

STROKE CAPS: Round cap for icons, dashed lines and arrows; butt cap for code

Main text goes here Main text goes here Main text goes here SHADOWS: Light grey (between #ddd and #eee hex codes), 6px (about 5 down arrow clicks) below objects in illustration
70%-80% of the font size of 70%-80% of the font size of 70%-80% of the font size of
the title. Whitney HTF font. the title. Whitney HTF font. the title. Whitney HTF font.
DASHED LINES: Use for flow/connection lines. Align to Corner, Dash: 4. Gap: 6. Medium grey color.

TEXT: Titles - Din Rounded, all uppercase. Main text - Whitney HTF Light italic, 80% of title size. Sub text - Whitney HTF Medium.

BADGES: These are small icons in corners of main icons requiring 2px white border to provide separation from main icon

p. 38

AWS Brand Guidelines June 2016

CONFIDENTIAL
 aggregate and join datasets

AWS Brand Guidelines / Visual Assets Guidelines - Web / Page Illustrations - Diagrams

Page Illustrations - Diagrams

Real-time data is loaded and Real-time data is Updated information
processed with Amazon Kinesis Streams uploaded to DynamoDB immediately available online

Dos and Don’ts

AMAZON KINESIS DYNAMODB
to business users & customers

DO
TITLE OF STEP TITLE OF STEP TITLE OF STEP
Try to highlight top-level elements with larger test, and supporting
details with more subtle text.
sub text here sub text here

Keep icons simple, and proportionate relative to larger illustrations.

Stay consistent in level of detail and color. Main text goes here Main text goes here Main text goes here
70%-80% of the font size of 70%-80% of the font size of 70%-80% of the font size of
Keep diagrams compact if possible. the title. Whitney HTF font. the title. Whitney HTF font. the title. Whitney HTF font.

DON’T
TITLE OF STEP TITLE OF STEP TITLE OF STEP

sub text here that explains movement

or process in between steps

Main text goes here 70%-80% of the font Main text goes here 70%-80% of the Main text goes here 70%-80% of the
size of the title. Whitney HTF font. font size of the title. Whitney HTF font. font size of the title. Whitney HTF font.

Do not use overly simplified imagery; only use Do not use overly detailed/complicated Do not use too small a font Do not create titles that are larger
simple Feature illustrations. imagery; only use simple Feature illustrations. size on main or sub text. than necessary.
p. 39

AWS Brand Guidelines June 2016

CONFIDENTIAL
SECTION 9

Additional Information

p. 40

AWS Brand Guidelines June 2016

CONFIDENTIAL
AWS Brand Guidelines / Visual Assets Guidelines - Web / Additional Information - Asset Definitions

Additional Information

Asset Definitions
AWS logo AWS Sub Brand Logos AWS Branded Logos

Logos

Hero Banners Hero Illustrations Feature Illustrations Editorial Illustrations

Graphics Get free hands-on practice

with AWS in a live environment
Learn more »

Benefit Icons Product Icons Enterprise Application Icons Marchitecture Icons

aka Service and /or Console icons

Icons

APN Badges

Photography

p. 41

AWS Brand Guidelines June 2016

CONFIDENTIAL
 AWS Brand Guidelines / Visual Assets Guidelines - Web / Additional Information - Naming Conventions

Additional Information

Naming Conventions
FINAL DELIVERABLES GENERAL RULES
Below is the naming convention for final files. Use underscores to separate sections and hyphens to separate words within the section:
1 The first section should cover the sizes/
1 2 3 4 dimensions of the asset. Standard asset sizes
go by their common names.

size_subject-name_additional-info.extension 2 The second section should be desciptive of

what the asset is for/represents.
300x250_ windows-server_ banner .png 3 The third section won’t always be needed, but
should be used whenever additional info would
120x30_ project-mongoose_ phone-tool .jpeg help clarify what the asset is for.
2.5x1 lambda_ sticker .eps 4 The fourth section is the file extension, and will
vary from asset to asset.
editorial_ rds-database-migration_ launch .png

hero_ ecs-x1-instances_ launch .png

ADDITIONAL EXAMPLES NAMING PREFIXES (For standard asset sizes)

2up_mobile-hub_purple.png • 1up_

editorial_ec2_orange.png • 2up_

hero_aws-summit-2016_orange.png • editorial_
• hero_
• social_ p. 42

AWS Brand Guidelines June 2016

CONFIDENTIAL
SECTION 10

Resources

p. 43

AWS Brand Guidelines June 2016

CONFIDENTIAL
 AWS Brand Guidelines / Visual Assets Guidelines - Web / Resources - Presentations

Resources
Presentations
TitleSlide
Slides
Presentations
Title
Title
TitleSlides
Slides should
should bebeused
used only at the
beginning
only at theofbeginning
the presentation.
of the This
All external-facing presentations should be created using the slide should include
presentation. theshould
This slide presentation
title and the
include each speaker’stitle
presentation name.
and Adding
AWS_Deck_Template.potx. There are several options for slide layout,
All external-facing presentations should be created using the AWS_Deck_Template. the
eachdate is optional.
speaker’s name. Adding
so makepotx.
sureThere
to choose the
are several layout
options for best suitedsotomake
slide layout, thesure
content youthe
to choose arelayout the date is optional.
best suited to the content you are presenting on any given slide.
presenting on any given slide.

Important!
IMPORTANT
“Presentation Theme” should always be set to “AWS_Deck_Template”
“Presentation
“ThemeTheme” should
Colors” Should always
be set be set to “AWS_Deck_Template”
to “AWS-Style-V2”
“Theme“Theme
Colors” Should
Fonts” bebeset
should set to “AWS-Style-V2”
to “Office Classic 2 (Arial/Arial)”
“Theme“Theme
Fonts”Background” set tobe“Office
should be should Classic 2 (Arial/Arial)”
set to “None” BodySlides
Body Slides
“Theme Background” should be set to “None” Body
Bodyslides
slides are builtfrom
are built fromwhite
white and
usually contain
and usually an AWS
contain an AWSlogo. Include
PRESENTATION FONTS the logo
logo. unless
Include thean graphic,
logo unless diagram,

Presentation Fonts
Arial Bold for headers, titles, labels, etc. orantable interferes
graphic,
ofinterferes
the slide.
diagram,with
or the
tablecomposition
with the composition
Arial Regular for body copy of the slide.
Arial Bold for titles
Arial Regular for copy

p. 44

AWS Brand Guidelines June 2016

CONFIDENTIAL
AWS Brand Guidelines / Visual Assets Guidelines - Web / Resources - Authoring Guidelines

Resources

AWS Authoring Guidelines

Because of the diversity of channels by which AWS customers CONSISTENT
obtain information, all messaging must live up to the highest Be consistent in style, voice, tone, and overall message

standards of consistency, clarity, and thoroughness. Whether but let the particular audience or channel drive the
way you speak to them. Do not mistake consistency for
your message is limited to 140 characters or spans 6 pages,
redundancy. Redundancy is not compelling.
ensure that you employ these characteristics.

CLEAR
Strive to communicate with clarity. Begin with
All messaging an overarching message and stick to providing
supporting statements that support this message.

THOROUGH
Always ensure that you are providing all key
information to the customer. This will vary
by context and audiences, but painting a full
picture of the platform is the goal.

p. 45

AWS Brand Guidelines June 2016

CONFIDENTIAL
AWS Brand Guidelines / Visual Assets Guidelines - Web / Resources - Authoring Guidelines

Resources

AWS Authoring Guidelines - applying brand traits

Because of the myriad, diverse channels through which AWS customers obtain information, all messaging must meet the highest standards of consistency and clarity.
Whether your message is limited to 140 characters, or spans 6 pages, ensure that you employ these characteristics.

CUSTOMER CENTRIC SMART & INNOVATIVE TRUSTWORTHY

WHAT IT IS: Responsive. Helpful. Personal. Familiar. WHAT IT IS: Thoughtful. Knowledgeable. Astute. Ingenious. WHAT IT IS: Reliable. Truthful. Straightforward. Fair. Sincere.

GOOD EXAMPLE: At AWS, we listen to our customers to GOOD EXAMPLE: With AWS you can requisition compute GOOD EXAMPLE: Amazon Web Services has achieved Level 1
determine what’s next. We work hard to deliver services and power, storage, and other services–gaining access to a suite PCI compliance. We have been successfully validated as a Level
features based on what you tell us is most important for your of elastic IT infrastructure services as your business demands 1 service provider under the Payment Card Industry (PCI) Data
success. them. You can take advantage of Amazon.com’s global Security Standard (DSS). Merchants and other service providers
computing infrastructure that is the backbone of Amazon.com’s can now run their applications on our PCI-compliant technology
multi-billion dollar retail business. infrastructure for storing, processing, and transmitting credit card
WHAT IT ISN’T: Bureaucratic. Cold. Self-centered. Ignorant. information in the cloud.
BAD EXAMPLE: The AWS platform provides a set of
WHAT IT ISN’T: Condescending. Pedantic. Complicated. Dull.
services to allow customers to address all needs. These needs
WHAT IT ISN’T: Confusing. Overwhelming. Hyperbolic. Loud.
are determined by comprehensive market surveys and trends in BAD EXAMPLE: Although you may not have the time or
the cloud computing space. When necessary, we may address resources to build world-class technology, Amazon did it. BAD EXAMPLE: You never have to worry about anything at all
customers to hear about individual needs. Everyday one of the world’s biggest websites uses Amazon when using Amazon Web Services. AWS complies with all the
Web Services to make tons of transactions with an intricate necessary certifications and accreditations so that you don’t have
system of compute, database, and storage resources. to think about it. As demonstrated by AWS customers like NASA
and the US State Department, we have security under control.

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AWS Authoring Guidelines - applying brand traits

(cont.)
APPROACHABLE RESPECTFUL
WHAT IT IS: Humble. Easy to understand. Personable. Friendly. WHAT IT IS: Considerate. Appreciative. Polite. Sensitive.

GOOD EXAMPLE: Amazon EC2’s simple web service interface allows GOOD EXAMPLE: You know best how to solve the problems your business
you to obtain and configure capacity with minimal friction. It provides you faces. Amazon Web Services doesn’t force you to use any specific operating
with complete control of your computing resources and lets you run on system, development platform, or programming model. Sometimes you’ll need
Amazon’s proven computing environment. Ruby on Rails, other times it may be a PHP problem. With Amazon Web Services,
you can make the right decision for your business.

WHAT IT ISN’T: Condescending. Complicated. Cold.

WHAT IT ISN’T: Insulting. Presumptuous. Overbearing.
BAD EXAMPLE: Amazon EC2 is, by far, the best computing web service
available to the public. This product allows you intricate control over all of BAD EXAMPLE: Amazon Web Services is incredibly flexible, but you may need
your resources, for computational purposes, and lets you take advantage someone to help you navigate the waters as it is purely the building blocks. Take a
of the phenomenal infrastructure Amazon engineers have been building for look at the Solution Provider Directory to find a consultant that can help you utilize
longer than most. what AWS has to offer.

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Trademark Guidelines Detailed guidelines can be found online: https://aws.amazon.com/trademark-guidelines/

PLATFORM NAME PRODUCT AND SERVICE NAMES

Amazon Web Services is the umbrella platform name for all of On first use, all service names should be written out completely. After that, you may use the abbreviated name, if there is
our services. On first use, it must be spelled out completely. On one. The word “Amazon” must preface all abbreviated service names. The canonical list of services and abbreviations (in
subsequent use, it may be abbreviated as “AWS”. parenthesis if there is one).

When referring to all of the services that are part of the AWS Amazon Elastic Compute Cloud (EC2) Amazon Route 53 AWS CloudTrail
platform, it is incorrect to refer to them as “AWS services” AWS Elastic Beanstalk Amazon Elastic MapReduce (EMR) AWS Config
as it is redundant. AWS Lambda AWS Data Pipeline AWS OpsWorks
Auto Scaling Amazon Kinesis Trusted Advisor
Elastic Load Balancing Amazon Machine Learning (ML) AWS Identity and Access Management (IAM)
GOOD EXAMPLE: “AWS is priced on a pay-as- Amazon Virtual Private Cloud (VPC) Amazon QuickSight AWS CloudHSM
you-go basis, with no up-front contracts or longterm Amazon Simple Storage Service (S3) Amazon WorkSpaces Amazon Inspector
commitments.” Amazon CloudFront Amazon WorkDocs AWS WAF
Amazon Elastic Block Store (EBS) Amazon WorkMail Amazon API Gateway
GOOD EXAMPLE: “AWS infrastructure services are Amazon Elastic File System (EFS) AWS IOT Amazon AppStream
priced on a pay-as-you-go basis, with required minimum Amazon Glacier AWS Mobile Hub Amazon CloudSearch
contracts.” AWS Import/Export Snowball Amazon Cognito Amazon Elastic Transcoder

BAD EXAMPLE: “AWS services are priced on a pay- AWS Storage Gateway AWS Device Farm Amazon Simple Email Service (SES)
Amazon Relational Database Service (RDS) AWS CodeCommit Amazon Simple Notification Service (SNS)
as-you-go basis, with no up-front contracts or long-term
AWS Database Migration Service AWS CodeDeploy Amazon Simple Queue Services (SQS)
commitments.”
Amazon DynamoDB AWS CodePipeline Amazon Simple Workflow Service (SWF)
Amazon ElastiCache AWS Command Line Tool Amazon Lumberyard
Amazon Redshift Amazon CloudWatch AWS Marketplace
AWS Direct Connect AWS CloudFormation AWS Partner Network (APN)

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Checklist for external-facing collateral

AWS MARKETING REVIEW
The AWS Marketing team will review your collateral to ensure it is both on-brand visually and
aligned with the current messaging strategy. Also, if there is any need for executive review of your
collateral, we will flag it and get you in the right direction to gain that approval.

AWS PUBLIC RELATIONS REVIEW

The AWS Public Relations team will ensure that the information you reference is accurate and fits
within the parameters of what we share externally.

AWS LEGAL REVIEW

The AWS Legal team with check to make sure all relevant components of the collateral and copy
fit into the legal framework in which we operate.

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Additional Guidance
HELP AND ADDITIONAL GUIDANCE DESIGN REQUESTS
For additional guidance or help with creating or using visual assets, please visit the AWS When submitting a request to either the AWS design team or vendors for new assets or
design team wiki or contact the AWS design team. applications of graphics, please visit the design request wiki and/or the “Working with
Vendors” wiki. You can also contact the AWS design team directly for more information
on design requests.
Visit the AWS design team wiki:
https://w.amazon.com/index.php/AWS/Teams/Webteam/Design
Visit the design request wiki:
https://w.amazon.com/index.php/AWS/Teams/Webteam/Design/Outcome-Request
AWS design team email:
[email protected]
Visit the “Working with Vendors” wiki:
https://w.amazon.com/index.php/AWS/Teams/Webteam/Design/Vendors

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AWS Brand Guidelines June 2016

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