75 All caps Logo as primary element Logo as secondary element Checkout faster than you can say
 one-click. Checkout in (half) the blink
 of an eye. Use sentence case wherever possible. We don’ t use all caps 
 as a brand because we don’ t 
 want it to feel like we are shouting at users. There may be some special use case for when all 
 caps is necessar y, but for t he most par t, avoid it. Introduction Strategy Tone of Voice Logo Color Ar t Direction Illustration Iconography Expressions Components Motion Contact Typography