Amazon Smile Brand Book

brand guidelines Last Updated—02/22/2017

AMAZON BRAND GUIDELINES Contents Thank you for reviewing our brand guidelines. These guides Brand Tone—Page 3 How the Amazon brand should sound. were last update on 02/22/2017. Key Brand Traits—Page 4 Please check back regularly The key brand personality traits. 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 qualities (unless you know better customer and embodying our Peculiar Ways—we create experiences that invite customers to see our finest qualities: We’re welcoming, ones) and helps us to focus on authentic, optimistic, empowering, and delightful. who we are, so that we consistently present ourselves to the customer in our finest light. AMAZON BRAND GUIDELINES—LAST UPDATED 02/22/2017 3

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. AMAZON BRAND GUIDELINES—LAST UPDATED 02/22/2017 4

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. R 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 profi le 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 fi les 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 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 The “A” Smile is no longer allowed for use. DO NOT use unapproved colors. DO NOT outline the Smile. DO NOT remove DO NOT crop the Smile. elements of the Smile. At we... HerHerHere at Amaze at Amaze at Amazon won won we...e...e... DO NOT modify or recreate DO NOT use the DO NOT layer content the provided artwork. Smile in a sentence. on top or below. AMAZON BRAND GUIDELINES—LAST UPDATED 02/22/2017 9

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 RGB: 255—153—0 brand elements. Use it like you 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. AMAZON BRAND GUIDELINES—LAST UPDATED 02/22/2017 11

AMAZON BRAND GUIDELINES Typography—Amazon Ember Display Amazon Ember Display is slightly rounded to soften the letterforms and make messages more visually Amazon approachable. A to Z It comes in 5 weights: Light, Regular, Medium, Bold, & Heavy. Italic versions are not available at this time. Ember A to Z This typeface is intended for display copy, headlines & logos. Display A to Z 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 ABCDEFGHIJKLMN ABCDEFGHIJKLMN ABCDEFGHIJKLMN it’s primary typeface. 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 commissioned by Amazon nunc lorem, lacinia at auctor ac, blandit tempor efficitur. Etiam nunc lorem, lacinia at auctor hendrerit elit efficitur. Etiam nunc lorem, for use on screen UI and orci. Pellentesque tristique fringilla dolor, sit amet ac, blandit tempor orci. Pellentesque tristique lacinia at auctor ac, blandit tempor orci. Amazon brand applications. finibus malesuada vitae eros mauris pretium. fringilla dolor, sit amet finibus mauris pretium. Pellentesque tristique fringilla dolor, amet. 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 UI. Ember is a Humanist- Duis eget quam neque. Aliquam malesuada nec vulputate. Pellentesque augue turpis, eleifend, dignissim quam iaculis, maxi inspired face that comes in vitae eros id facilisis. Quisque a risus non egestas vel tristique in, rutrum eget risus. dui. Praesent varius a est et aliquet. 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

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