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AWS brand
guidelines

AWS’s logo, colors, fonts, voice, and dos and don’ts, from the Brand Skill Rainbrand built from aws.amazon.com.

Download the Brand Skill

About AWS

Amazon Web Services (AWS) is a global cloud and AI platform for organizations building, modernizing, and scaling products and services. Its brand combines technical depth and security with a confident, practical focus on helping customers innovate and get real work done.

Use the AWS name-and-smile lockup as the brand identifier. Preserve the letters and smile together, their proportions and surrounding space. Product icons, partner marks and marketplace badges have separate roles.

AWS colors

  • Deep charcoal

    Supplied monochrome logo and text

    HEX
    RGB

  • White

    Light backgrounds

    HEX
    RGB

  • AWS orange

    Supporting AWS identity accent

    HEX
    RGB

AWS fonts

  • Amazon Ember Display

    Headings and body

Font names only. The Brand Skill download doesn’t include font files.

AWS’s voice

Write with confident clarity. Lead with a concrete customer outcome, then explain the capability that enables it. AWS copy is ambitious but practical: it connects innovation and scale to security, performance, reliability, flexibility, or cost. Use direct language and specific proof points when they are relevant and can be verified.

  • “From chips to agentic solutions, get there faster on a foundation proven across millions of workloads”
  • “Move fast, stay secure”
  • “Build an open data foundation for agentic AI”
  • “AWS meets you there — with proven foundation, enterprise security, and flexibility to move from first pilot to full-scale transformation”

Dos and don’ts

Do

  • Lead with customer goals and benefits, then explain how AWS capabilities help deliver them.
  • Pair innovation with practical strengths such as security, reliability, performance, flexibility, and cost efficiency.
  • Use concise, active language and clear section labels.
  • Support specific claims with current, relevant proof points.
  • Keep the AWS mark distinct from supporting imagery and use it to identify AWS itself.

Don’t

  • Don’t make the writing sound like innovation comes at the expense of security, trust, or control.
  • Don’t use vague superlatives in place of a specific customer outcome or capability.
  • Don’t present partner or customer marks as AWS identity.
  • Don’t use AWS marks in a way that could confuse people about who provides a product or service.

AWS imagery

132 images from aws.amazon.com, in 9 files of the Brand Skill. Each file starts with its guidance, then shows the images it refers to.

Homepage and industry imagery

29 images

AWS marketing imagery spans real-world technology use, industry contexts, and polished digital illustrations. Use the AWS industry artwork and branded event visuals as examples of supporting creative; keep event-specific treatments scoped to event work. Use the AWS mark separately as the identity element.

  • A vibrant digital graphic features a series of glowing yellow spheres ascending an iridescent, glass-like curved track that resembles an upward-trending bar…
  • A man with medium-length brown hair and a goatee gestures emphatically with both hands while speaking to two people at a tech event.
  • Four diverse announcers wearing headsets and teal hoodies sit behind a long broadcast desk against a vibrant purple and blue gradient background.
  • A high-angle, wide-shot photograph of a packed indoor arena during a live performance, with an energetic crowd in the foreground reaching their hands toward…
  • A white graphic logo features the lowercase text "aws" followed by the number "20" in a clean, sans-serif font.
  • A vibrant 2D illustration features a stack of colorful, flat 3D cylinders resembling coins or tokens against a deep burgundy background.
  • An organized, top-down studio photograph displays a wide array of first aid and medical supplies laid out on a light beige surface.
  • A high-fidelity digital illustration of a communication satellite orbiting Earth against the black, star-speckled vacuum of space.
  • A close-up abstract digital graphic features swirling, stacked bands of dark violet illuminated by vibrant points of light.
  • A vibrant, grainy digital illustration features colorful geometric shapes bursting from a glowing central box in an explosion of energy.
  • An abstract 3D render features various geometric primitives and industrial parts moving along a glossy, curved white conveyor track.
  • A close-up shot of a person in a denim shirt meticulously adjusting an analog mixing console.
  • A focused close-up photo captures two sets of hands gripping black console controllers, highlighting a shared gaming experience.
  • A digital graphic features the bold white text "What is AWS?" set against a dark navy background.
  • A person holds a large, silver metallic processor chip against a solid black background, showcasing its intricate internal hardware through a rectangular…
  • A dense network of server racks filled with intricate green and black wiring dominates this wide-angle photo of a brightly lit data center.
  • A long-exposure night photograph captures vibrant streaks of red and white light from traffic flowing through a dense urban cityscape.
  • An abstract graphic features a collage of vibrant, geometric shapes with gradients against a dark navy background.
  • A close-up photograph focuses on a firm handshake between two professionals over a desk.
  • A vibrant financial stock market graph glows in red, yellow, and blue on the screen of a smartphone lying flat on a dark surface.
  • A dense wall of vintage and modern television monitors glows with vibrant, glitchy imagery in an array of neon blues, oranges, and purples.
  • A glowing, molten orange core pulses inside a futuristic glass and chrome pipe system, creating a high-tech industrial aesthetic.
  • A vibrant 3D medical illustration features a luminous DNA double helix curving through a deep blue microscopic space.
  • A digital graphic featuring a distorted ruby-red wireframe grid that undulates across the frame like a mesh surface.
  • A glowing incandescent light bulb stands vertically on its screw base, centered against a dark, cinematic background that transitions from deep red on the…
  • A horizontal graphic of interlocking gear icons forms a linear sequence, transitioning in a gradient from warm pink to cool teal.
  • A futuristic digital landscape features a metallic, circular platform resting on a swirling floor of neon blue and magenta circuitry.
  • A glowing yellow envelope icon sits atop a central red square tile on a dark, futuristic circuit board.
  • A collection of rounded 3D speech bubbles in vibrant shades of pink, yellow, and blue overlap in a dense, top-down composition.

AWS Marketplace imagery

31 images

AWS Marketplace uses category artwork and solution icons to help customers browse software and services. Keep these visuals in their Marketplace context; they are product-experience imagery, not AWS logos.

  • A minimalist, light gray 2D icon of a vertical computer tower server with a dark gray outline.
  • A light grey vertical rectangle resembling a server tower features a stylized blue and black atom symbol on its front.
  • A stylized grayscale shield icon featuring a three-dimensional effect with dark gray outlines.
  • A flat, line-art icon of a heraldic shield with a three-pronged top edge and a pointed bottom.
  • A minimalist network diagram icon featuring five interconnected nodes of varying sizes.
  • A minimalist flat graphic icon depicting a network or node structure.
  • A minimalist, flat line-art icon depicting a gray filing box with two white documents emerging from the top.
  • A flat vector icon depicts two white sheets of paper being filed into a light blue rectangular box.
  • A minimalist business analytics icon features a rising line graph with a sharp upward-pointing arrow superimposed over three vertical bar charts.
  • A minimalist flat icon representing business growth through a collection of charts in a light blue and grayscale color palette.
  • A minimalist flat graphic icon featuring a light gray open-ended wrench and a dark gray flat-head screwdriver crossed in an 'X' shape.
  • A flat-style graphic icon features a crossed screwdriver and open-ended wrench.
  • A minimalist two-tone graphic icon features a brain on the left merged with a gear on the right.
  • A minimalist icon combining a human brain and a mechanical gear, split vertically down the center.
  • A minimalist line-art icon depicting the exchange of data or code.
  • A minimalist flat line icon depicting two interactive elements in motion.
  • A minimalist graphic illustration featuring three isometric cubes stacked together in a triangular arrangement.
  • A minimalist black line art icon depicts a symmetrical city skyline with stepped skyscraper profiles.
  • A dark navy blue line icon depicts a laptop with an upward-trending line graph on its screen.
  • A dark navy blue line-style icon featuring a screwdriver and a wrench crossed in an X shape.
  • A minimalist, dark navy blue line icon featuring a server tower positioned in the lower right foreground of a larger cloud outline.
  • A dark navy blue icon featuring a circular circuit-like design with three hollow circles at the top and sides connected by vertical and angled lines.
  • A minimalist black line art icon merging biology and mechanics.
  • A minimalist, dark navy blue line icon of a fluffy cloud with an upward-pointing arrow integrated into its base.
  • A minimalist, dark charcoal line icon of a shield.
  • A dark navy blue line icon depicts a three-bar growth chart on a horizontal base.
  • A dark navy blue line icon of a medical first aid kit, rendered in a clean, minimalist graphic style with thick, uniform strokes.
  • A minimalist, dark navy blue line icon depicts a web browser window with a prominent play button circle centered within it.
  • A minimalist, dark navy blue line icon of a classical building with four prominent columns.
  • A minimalist line-art icon of a space satellite, rendered in thick, dark charcoal-gray strokes.
  • A trio of solid isometric cubes in muted orange, light blue, and medium blue forms the central focal point against a dark navy background.

AI and Bedrock imagery

23 images

AWS AI creative combines technical illustrations, capability diagrams, and use-case visuals. Keep the work grounded in production-scale applications, model choice, agent development, secure customization, and responsible AI. Product imagery should support the specific capability being described.

  • A vibrant purple and pink gradient hexagon containing a white line-art brain icon sits at the center of this tech graphic.
  • A series of matte, three-dimensional spheres float in a horizontal row, passing through a vertical, translucent glass slab at the center.
  • A vibrant digital graphic featuring a central white light burst that radiates outwards with hundreds of sharp, multi-colored neon lines.
  • A vibrant digital graphic composed of horizontal bands of multicolored vertical stripes that resemble a high-energy glitch or data visualization pattern.
  • A vibrant digital graphic features an array of 3D textured ribbons and geometric blocks arranged in a tall, vertical stack.
  • A vibrant digital illustration shows a colorful cylinder processing a stream of papers into a single continuous ribbon.
  • A large circle with a warm orange-to-pink gradient dominates the right side of this minimalist graphic, featuring the text 'Artificial Intelligence' in its…
  • An architectural diagram titled "AWS AI: From chips to agentic solutions" displays horizontal tiers of service categories on a clean white field.
  • A technical, isometric illustration depicts an abstract interface encased in a blue wireframe box on a light pink background.
  • A vibrant digital graphic features a horizontal sequence of stylized, multi-colored cubes and rectangular blocks connected by small black circular hinges on…
  • A vibrant digital illustration of several diagonal, wavy tracks composed of small circles against an off-white background.
  • A vibrant abstract digital graphic composed of multi-colored horizontal stripes arranged in distinct rectangular columns.
  • A vibrant collage of digital windows and graphic elements interconnected by a flowing, purple-to-blue gradient pipe against a grainy white background.
  • A close-up profile shot captures a Black man with a focused expression as he works on a laptop in a bright, modern office.
  • A group of four diverse young professionals stand in the center of a bright, modern open-plan office, huddled together to look at a smartphone held by a…
  • A medium wide photo captures three colleagues collaborating in a bright, modern office beside a large window.
  • A medium shot shows three colleagues in deep focus within a bright, minimalist office featuring large windows and black desk lamps.
  • A blonde woman in her 50s with thick black glasses looks intently at an out-of-focus person in the foreground during a professional meeting.
  • A majestic stone lion statue, captured in profile, sits in the foreground before the grand facade of the New York Public Library.
  • A head-on wide shot of a white SUV at the end of a brightly lit automotive assembly line.
  • Two young women with joyful, open-mouthed expressions sit on a cream-colored couch while playing video games.
  • A vibrant gradient background transitions from a saturated magenta at the top to a bright, sun-yellow at the bottom.
  • A soft, minimalist gradient graphic transitions seamlessly between pale peach, warm yellow, and light pink hues.

Cloud product imagery

2 images

Use AWS product visuals to make technical capabilities tangible. Product marketing pairs service explanations with visual demonstrations and focused benefit graphics; retain product context rather than treating these as generic brand marks.

  • A clean digital graphic featuring two rounded data cards floating over glowing peach-colored horizontal paths on a cream background.
  • A clean, minimalist graphic for Amazon Aurora set against an off-white cream background.

Data imagery

16 images

AWS data imagery combines abstract data-flow and infrastructure illustrations, security concepts, and workplace photography. Use it to make interoperability, trusted data, scalable infrastructure, and agent-ready data foundations concrete.

  • A minimalist graphic against a dark charcoal background features a prominent purple-to-pink gradient rectangle containing the white text "Data & Analytics."…
  • A vertical digital circuit board illustration features thin, glowing pink and purple lines cascading downward into a wide, fan-like base.
  • Three rounded, horizontal pill-shaped bars in vibrant gradients of green-yellow, purple-pink, and orange-pink are stacked beneath the headline "The scale and…
  • A geometric vector illustration of a safe door or secure vault vault rendered in a monochromatic blue palette.
  • A focused man in a burgundy turtleneck and a woman in a light blue blazer collaborate at a modern office workstation.
  • A close-up profile photo shows a young woman with a slight smile touching a large, glowing interactive screen at night.
  • A woman with glasses and dark hair gives a presentation in a dimly lit tech environment, holding a tablet while standing before a large screen displaying…
  • A man in a denim jacket leans over a modern office desk, gesturing broadly while explaining code to a colleague in a tan t-shirt.
  • A vertical stack of vibrant, fragmented 3D ribbons and rectangular blocks floats centrally against a grainy gradient background.
  • A vibrant abstract graphic comprised of distinct rectangular blocks filled with horizontal color gradients and solid stripes.
  • A digital illustration of a cylindrical stack of eleven flat disks enclosed within a dotted wireframe capsule.
  • A wide-angle, long-exposure photograph captures a bustling tech convention floor dominated by a massive, glowing pink AWS logo suspended from the ceiling.
  • A vibrant 3D abstract illustration features several prismatic, rectangular blocks floating and resting on a multi-colored circular platform.
  • A minimalist graphic illustration features several curved, diagonal bands of colored circles against a plain off-white background.
  • A soft, luminous gradient graphic features a seamless blend of pastel colors.
  • A vibrant gradient background features a seamless blend of soft lavender, cool violet, and bright magenta tones.

Pricing and Free Tier imagery

8 images

AWS pricing graphics explain consumption, savings, and service pricing in an informational, comparison-led style. Free Tier illustrations support clear distinctions between plan types and usage. Keep any figures and offer details accurate to the current offer.

  • This infographic compares cost structures between 'On Premises/Colocation' and 'AWS' using side-by-side line graphs with stacks of silver coins.
  • A side-by-side graphical comparison of two pricing models shown as purple and blue gradient bar charts.
  • A clean infographic grid displays three storage tiers using color-coded icons for S3 buckets and coin stacks on a white background.
  • A cheerful man with glasses, a goatee, and black headphones smiles broadly in a close-up portrait, positioned against a vibrant lime-green to yellow gradient…
  • A minimalist flat line illustration features a blue spiral-bound document containing a teal code symbol.
  • A minimalist line-art illustration features a rocket launching upward, flanked by technical symbols.
  • A minimalist line-art graphic featuring a large teal gear encircling a lightbulb shape.
  • A minimalist flat line icon depicts a document with a folded corner, overlaid by a gear and a cloud.

Savings Plans imagery

3 images

Savings Plans visuals sit alongside short benefit statements and practical next steps. Use the supplied card imagery as a guide for supporting this product’s FAQ, pricing, and console journeys.

  • An abstract, close-up photograph features a luminous, cobalt blue mesh structure with a dynamic, waving form.
  • A close-up, abstract photograph features a red and orange textured surface with a repeating geometric, hive-like pattern.
  • A close-up abstract photo features a repeating grid of small, pyramid-shaped studs with a glossy, metallic finish.

Security and support imagery

14 images

Security and support creative should communicate confidence, protection, and expert assistance. AWS uses product-focused visuals and interface imagery to explain security, troubleshooting, compliance, and operations.

  • A digital graphic with the bold white text "AWS Security" centered at the bottom against a deep purple to pink gradient background.
  • A close-up photograph captures three business professionals collaborating over financial data on a cluttered desk.
  • White digital envelope icons float upward from a laptop keyboard as a hand presses a key, emitting a bright orange glow at the point of contact.
  • A flat-style illustration featuring two stylized hands, one blue and one peach-toned, reaching inward to cradle a glowing, networked cluster of nodes within…
  • A close-up photograph of a focused blonde woman in a grey blazer pointing at a computer screen while a middle-aged man with a salt-and-pepper beard looks on…
  • A medium shot shows two professional men in business-casual attire engaged in a collaborative discussion over a laptop in a bright, modern office.
  • A diverse group of seven professionals huddle around a long table in a dimly lit, modern office during a night shift.
  • A diverse group of creative professionals is engaged in a lively meeting around a white circular table strewn with laptops and papers.
  • A nine-square grid photo captures a diverse group of smiling professionals in a video conferencing layout.
  • A close-up digital graphic featuring a layered, three-dimensional mesh structure against a dark background.
  • A high-contrast digital illustration of fluid, metallic waves in deep cobalt and electric blue.
  • A complex, three-dimensional digital mesh of glowing white nodes and interconnected lines creates a topographic, wave-like structure.
  • A glowing, three-dimensional cloud icon constructed from glittering blue and pink particles floats above a digital circuit board landscape.
  • A professional headshot of a middle-aged man with short brown hair, a slight smile, and arms crossed, framed within a circular border.

Sustainability imagery

6 images

AWS sustainability creative connects infrastructure and operations with energy, water, efficiency, and circularity. Use the supplied visuals to support the specific sustainability topic rather than suggesting an unrelated environmental claim.

  • A wide aerial photograph features a massive white wind turbine in the foreground, dominating a lush landscape of green forests and two elongated blue lakes.
  • A close-up wide-angle photograph of an industrial boiler room featuring thick pipes painted in light and medium blue.
  • Two wind technicians in hard hats and safety harnesses stand atop a massive white wind turbine nacelle, appearing small against the scale of the machinery.
  • A man and a woman in neon yellow safety vests and protective eyewear stand on either side of a large, black server rack in a bright, high-ceilinged warehouse.
  • A wide-angle aerial landscape photo captures a broad, murky river winding through a densely populated town with terracotta-tiled roofs and lush green…
  • A circular EcoVadis sustainability rating badge rendered in metallic silver and dark gray.

Download AWS’s Brand Skill

A Brand Skill is a folder of brand guidance written for agents. Give it to Claude, ChatGPT, Cursor or another agent and ask it to follow AWS’s guidelines. It starts at SKILL.md, which points to the right file for each task.

It has the guidance, 134 images and the logos. The font files belong to Amazon Technologies, Inc, so they’re left out.

Download the Brand SkillZIP, 7.6 MB

aws-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ voice.md

│ ├ dos-and-donts.md

│ ├ colors.md

│ ├ logo.md

│ ├ typography.md

│ ├ imagery-homepage-and-industry.md

│ ├ imagery-marketplace.md

│ ├ imagery-ai-and-bedrock.md

│ ├ imagery-cloud-products.md

│ ├ imagery-data.md

│ ├ imagery-pricing-and-free-tier.md

│ ├ imagery-savings-plans.md

│ ├ imagery-security-and-support.md

│ └ imagery-sustainability.md

└ assets/

├ images/

└ logos/

Rainbrand’s Brand Agent built this Brand Skill from aws.amazon.com on 3 Nov 2026. It isn’t AWS’s official guide. Reviewed by Siddharth Borderwala, Founding Engineer at Rainbrand.

AWS and its logos are trademarks of Amazon Technologies, Inc. Rainbrand isn’t affiliated with or endorsed by Amazon Technologies, Inc.

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