APN Partner Webinar - Branding On AWS

AWS Co-Branding Guide
Training for APN Partners
Jim Eagan (jeeagan@amazon.com)

August 15, 2019
© 2019, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Amazon Confidential and Trademark
Welcome!
• provides guidelines for approved joint
marketing activities and campaigns
with AWS
• applies only to APN Partners at the
Select tier and above who have been
approved for co-branding
• is complementary to the APN
Marketing Toolkit (now known as the
APN Messaging and Branding Guide)
The co-branding guide officially launched
on August 13 and can be downloaded
here.
Agenda
• What is co-branding?
• Differences between this guide and the APN Messaging and Branding Guide
• Ways that APN Partners can co-brand with AWS
• Determining the primary brand in a co-branding environment
• Logo Lockup partners and Logo Lockup specifications
• Use of the AWS Logo outside of co-branded environments
• Co-branding dos and don’ts
• Co-branding checklist
• Key takeaways
Co-branding
What is co-branding?
Co-branding with AWS occurs when AWS and an APN Partner at the Select tier
or above agree to work together to achieve a shared marketing goal, usually in
one of three ways:
1 AWS has engaged an APN Partner for a joint marketing activity through an
established AWS program
2 an APN Partner with a pre-approved universal Logo Lockup is creating co-
branded assets
3 or AWS has approved a one-off, co-branded marketing campaign outside of
established AWS programs
How do I know if co-branding is approved?
Does my campaign or activity
YES
originate from an established AWS Co-branding
This decision tree should program that has approval to use is approved.
co-branding (e.g., IPC program)?
help answer a majority of
the questions around co- NO
branding with AWS. YES
Am I an approved Logo
Lockup partner?
Please work with your
AWS PMM or PDM to
NO apply for approval for
the activity.
YES
Is this a one-off, MDF-
funded co-branded activity
that is part of my agreed NO The campaign or activity is
marketing plan with AWS?* not eligible for co-branding.
*To qualify as an agreed marketing plan, the marketing plan must be developed collaboratively with
an AWS Partner Marketing Manager (PMM) or Partner Development Manager (PDM) and submitted
to AWS for approval.
Co-branding key principles
• Ensure that approval to use co-branding is in place before starting a co-branded
activity.
• Determine the primary brand for the campaign prior to starting.
• Follow the messaging guidelines in the APN Messaging and Branding Guide and the
guidelines in the co-branding guide.
• Follow the specifications for using the AWS Logo or the AWS Logo Lockup in co-
branded assets, as detailed in the “AWS Logos” section in the co-branding guide.
Not all co-branding relationships are identical. Some APN

Partners, known as universal Logo Lockup partners, have
permission from AWS to use the AWS Logo in a wider
selection of marketing assets without needing permission or
approval for each use.
How does this guide differ from
the APN Messaging and
Branding Guide?
Complementary guides, but for different marketing
contexts
The APN Messaging and Branding Guide:
• includes guidelines for marketing campaigns that reference
AWS
• helps APN Partners at the Select tier or above to build
engaging marketing collateral that follows AWS branding and
messaging guidelines
The AWS Co-Branding Guide:

• provides guidelines for approved joint marketing activities and
campaigns with APN Partners at the Select tier and above
• applies only to approved co-branded activities
However, many of the messaging guidelines detailed in the APN
Messaging and Branding Guide apply in co-branding.
To help APN Partners, we’ve built a public-facing website that explains the differences in more detail:
https://aws.amazon.com/partners/logo-guidelines/
Usage matrix for APN messaging & branding guides
APN Messaging and
As an APN Partner, I want to… Branding Guide
Create marketing collateral that references AWS and complies with the
AWS messaging guidelines
Create marketing collateral that utilizes AWS Logos, Icons, or Badges
to help demonstrate my relationship with AWS.
Use the AWS Logo to show that 1) my solution supports AWS,
2) AWS is a cloud services provider my organization works with, or
3) how my solution works with AWS.
Ensure that my approved co-branding campaign or activity aligns with
AWS messaging guidelines
Ensure that my approved co-branding campaign or activity aligns with
AWS co-branding requirements
Determine the primary brand in a co-branded campaign or activity with
AWS
Understand where and how I can use assets produced as part of an
approved co-branded campaign or activity
Understand how to use the AWS Logo Lockup as part of an approved
co-branded campaign or activity
A note about messaging
All co-branded assets must follow the messaging guidelines detailed in the APN Messaging
and Branding Guide. While all the messaging guidelines are important, five that bear
repeating here are:
repeating here are:
repeating here are:
repeating here are:
repeating here are:
Ways to co-brand with AWS
Approved co-branding opportunities
• Activities range from self-service
campaigns created on APN
Marketing Central to full-fledged joint
events.
• APN Partners at the Select tier or
above are eligible to participate.
• Work with your AWS PMM/PDM to
ensure that your co-branded activity
is approved.
The self-serve model
With APN Marketing Central, you can launch

co-branded campaigns designed to get your
message out to customers. Find customizable
assets all ready for immediate use.
With every campaign, you’ll find a range of
assets that are ready to customize and launch
on your own. For example:
• Emails and landing pages
• Banner ads
• Social media
• Copy blocks
• Case studies
• Sales briefs
• Solution briefs
AWS programs approved for co-branding
• Integrated Partner Campaign

(IPC) program
• Digital Marketing Services
(DMS)
• AWS Quick Starts
• Solution Space
• pre-approved, AWS-led co-
branded events
• and any campaign run by the
APN Marketing team that
includes APN Partners (e.g.,
the APN Blog and the Next
Smart Paid Media
Competency Campaign).
One-off co-branded activities
Using MDF for one-off co-branded assets
• AWS Market Development Funds (MDF) are often used to fund joint
marketing campaigns delivered by the established AWS programs
discussed earlier.
• APN Partners can also use MDF on one-off co-branded activities that
fall outside these programs (e.g. case studies, events, webinars,
online marketing, e-mail marketing, and telemarketing). These one-off
activities are not co-branded by default.
• One-off co-branding must be directly tied to the APN Partner’s
marketing plan agreed upon with their PMM/PDM. To gain approval for
one-off co-branding, reach out to your PMM/PDM.
• If co-branding is approved, you and your PMM/PDM are responsible
for ensuring that you have adhered to AWS messaging and co-
branding guidelines. Each asset must be reviewed and approved by
the PMM/PDM before it can be used in any marketing activity.
Determining the primary brand
in a co-branded campaign
Determining the primary brand in a campaign
IF the APN Partner is collecting leads & customer information, IF AWS is collecting leads & customer information,
THEN the primary brand is the APN Partner brand. THEN the primary brand is AWS.
On campaigns that do not include lead capture, e.g., an asset focused exclusively on thought leadership, the company
responsible for compiling, designing, and publishing the final document is the primary brand.
When AWS is the primary brand
• AWS design elements

• AWS messaging
• AWS voice and tone
• “About AWS” boilerplate
• AWS copyright
AWS Partner Marketing Style Guide
The AWS Partner Marketing Style Guide:

• Used for developing branding for particular
Partner Marketing Programs
• Shows how designs should be applied in the
most common applications
• Helps to create a cohesive, consistent, and
recognizable look and feel for our customers
• Designed to provide a foundation for the visual
identity and distinct brand of Partner Marketing
Programs
AWS messaging
All co-branded campaigns, whether led by AWS or the

APN Partner, should follow AWS messaging
guidelines as detailed in the APN Messaging and
Branding Guide.
• PMM/PDM or campaign lead is responsible for
ensuring that these guidelines have been met.
• Assets that don’t meet these guidelines are not
eligible for co-branding.
Please see “A note about AWS messaging” (slide 11)
for details on the most common messaging issues
found in APN Partner content.
AWS voice and tone
• Use active voice over the passive voice.

• Refer to the reader as “you” (second person).
• Talk to customers in their own words, never assuming
that they understand how our services work.
• Use precise technical terms where appropriate, but avoid
technical jargon and insider lingo.
• Speak to customers in simple, plain, everyday language.
The tone of AWS is direct, informative, and friendly
without getting chatty.
While we believe that APN Partners would benefit from
adopting a similar approach in their marketing, we do not
require it in APN Partner-led campaigns.
“About AWS” boilerplate and copyright info
• Assets from AWS-led joint marketing

campaigns should include the “About AWS”
boilerplate text, where appropriate, and our
copyright info.
• Assets from APN Partner-led co-branded
activities, where the AWS Logo is used but the
APN Partner created the overall messaging
and was responsible for lead capture, should
not include the “About AWS” boilerplate text or
our copyright.
Shelf life
• A key element that has been missing
from co-branded assets produced by In the example shown here, the shelf life is
AWS is the concept of a shelf life. included in the Properties field of a PDF.
• From this point forward, all co-branded

assets produced by AWS, with the
exception of AWS Quick Starts, should
include a date after which the asset
should not be used in an APN Partner’s
marketing.
• The head of the AWS team producing
the co-branded asset is responsible for
setting the shelf life and ensuring that it
is included in the asset.
When the APN Partner is the primary brand
• AWS design elements – optional

• AWS messaging – required
• AWS voice and tone – optional
• “About AWS” boilerplate – omitted
• AWS copyright – omitted
Updating a co-branded asset during its shelf life
What to do if you need to change a co-branded asset after approval
For minor changes, such as updating your logo in a co-branded asset,
the APN Partner or AWS can simply make the change, and AWS will
approve the new version.
For major changes, such as revising entire paragraphs or diagrams, an
additional co-branding review process is required.
• The AWS program that originally worked on the asset will own this
process, but a different AWS program might need to step in if you
want to repurpose a co-branded asset for use in a different program.
• You must provide AWS at least three weeks’ notice before the
requested approval date so that we can schedule the co-branding
review. The second review is entirely at the discretion of the AWS
representative and does not extend the shelf life of the asset.
Logo Lockup partners
Logo Lockup partners
A small group with room to grow.

• A key proposal in the new co-branding
guide is that all Consulting Partners at the
Premier tier are eligible to apply for Logo
Lockup status under a new streamlined
approval process.
• All other APN Partners at the Advanced tier
are eligible to apply, but additional
supporting evidence is required (see next
slide).
Approval process for APN Partners who are not
Premier Consulting Partners
All other APN Partners interested in becoming a universal Logo Lockup partner
need to meet the following qualifications:
Achieve Advanced tier or above
Have a global sales presence
Have built a joint go-to-market plan with a minimum investment

from AWS of $50,000/year
If the APN Partner meets these criteria, the AWS PMM/PDM will submit an
approval request on the APN Partner’s behalf, along with a short, 60-word
paragraph describing why the APN Partner is strategic to AWS.
Logo Lockup specifications
Minimum clear space

Clear space for AWS Logo Lockups is based on two w’s
rotated 90° in the logo. APN Partner logos need to be
placed vertically centered on the text baseline of the AWS
Logo as shown. The clear space around the Logo Lockup
is based on the full height and width of the a in the AWS
Logo.
These same requirements apply to any other approved lockup that uses an
AWS Logo. A great example is the APN Logo Lockup.
All APN Partners at the Select tier and above are permitted to use the APN
Logo Lockup shown here.
A great way to highlight your APN membership!
Which AWS Logos and icons are not approved for use
in a lockup?
For any questions regarding
proper use of AWS Logos
and icons, please see the
“AWS Logos, Icons, and
Badges” section of the APN
Messaging and Branding
Guide.
Use of the AWS Logo outside
of co-branded environments
How can the AWS Logo be used by APN Partners when
not engaged in a co-branded activity?
APN Partners at the Select tier and above can use the AWS Logo to
communicate that 1) their solution supports AWS or 2) AWS is a cloud services
provider their organization works with, or 3) how their solution works with AWS
How can the AWS Logo be used by APN Partners when
not engaged in a co-branded activity?
APN Partners at the Select tier and above can use the AWS Logo to
communicate that 1) their solution supports AWS or 2) AWS is a cloud services
provider their organization works with, or 3) how their solution works with AWS
Co-branding dos and don’ts
and checklist
Co-branding dos and don’ts
DO follow the exact specifications (color, clear DON’T begin work on a co-branded campaign or
space, etc.) for the AWS Logo and the AWS Logo event without first confirming with AWS that co-
Lockup. branding is approved for that campaign or event.
DO determine the primary brand early in a DON’T use co-branding outside of approved AWS
campaign. If AWS is the primary brand, any assets programs or a Logo Lockup relationship without
produced within the campaign should adopt the look approval from AWS.
and feel of AWS content. DON’T use co-branded assets in your marketing
DO follow the messaging guidelines provided in the after the expiration of the assets’ shelf life.
APN Messaging and Branding Guide. DON’T use unapproved AWS brand marks in the
DO use the branding provided by AWS for any jointly AWS Logo Lockup (e.g., the AWS Marketplace and
hosted events (e.g., AWS DevDays). Powered by AWS logos).
DO confirm that the shelf life hasn’t expired for any
co-branded assets that you plan to use in your
marketing.
Co-branding checklist
Before using a co-branded asset in your marketing, please ensure that it meets the following criteria.
Originates from an AWS program approved to use co-branding, an AWS Logo Lockup partner, or an MDF-funded campaign or
activity approved by AWS to use co-branding
Has clearly defined the primary brand, meaning whether AWS or the APN Partner will collect customer information at the end of
the campaign or activity, or is primarily responsible for compiling, laying out, and publishing the asset.
If an AWS-led campaign, the asset uses AWS voice and tone, and includes AWS design elements, the “About AWS” boilerplate text
(where appropriate), and the AWS copyright.
Aligns with AWS messaging guidelines as detailed in the APN Messaging and Branding Guide.
Does not reference multi-cloud.
Does not disparage AWS or cloud.
Does not promote competitors or their offerings.
Does not use “partner” or “partnership” when describing the AWS relationship.
Does not make unsubstantiated claims.
Follows all specifications for use of the AWS Logo or AWS Logo Lockup.
Key takeaways and resources
Key takeaways
• Co-branding with AWS typically follows three established routes.
• The co-branding guide is complementary to the APN Messaging and
Branding Guide and is narrowly focused on joint marketing campaigns
between AWS and eligible APN Partners.
• The primary brand in a co-branded campaign will determine the look and
feel of assets produced as part of that campaign.
• APN Premier Consulting partners are eligible to apply for a Logo Lockup
using a streamlined approval process.
• All other APN Partners at the Advanced tier are also welcome to apply
(through their PMM or PDM) but additional supporting evidence will be
needed.
• All APN Partners at the Select tier and above are eligible to use the APN
Logo in a Logo Lockup.
Resources
APN Messaging and Branding Guide (formerly APN

Marketing Toolkit)
Website detailing the differences between the AWS Co-

Branding Guide and the APN Messaging and Branding
Guide: https://aws.amazon.com/partners/logo-guidelines/
AWS Architecture Icons
APN Marketing Central
Thank you!
Please reach out to your AWS PMM or
PDM with any questions

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AWS Co-Branding Guide

Training for APN Partners

Jim Eagan (jeeagan@amazon.com)

Not all co-branding relationships are identical. Some APN

The AWS Co-Branding Guide:

With APN Marketing Central, you can launch

• Integrated Partner Campaign

• AWS design elements

The AWS Partner Marketing Style Guide:

All co-branded campaigns, whether led by AWS or the

• Use active voice over the passive voice.

• Assets from AWS-led joint marketing

• From this point forward, all co-branded

• AWS design elements – optional

A small group with room to grow.

Achieve Advanced tier or above

Have a global sales presence

Have built a joint go-to-market plan with a minimum investment

Minimum clear space

AWS Co-Branding Guide

APN Messaging and Branding Guide (formerly APN

Website detailing the differences between the AWS Co-

AWS Architecture Icons

APN Marketing Central

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