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