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