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