Aps Branding Guideline v1.6.4

Brand book
Updated on 10 November 2019

"Our brand is more than a logo.
It is what people feel about us
and say about our business
when we are not in the room."
- Jeff Bezos
Amazon Payment Services 1
Table of contents
Our Promise 01
Brand Pillars 02
Tone of voice 03
Brand Elements 04
- Logo 05
- Color 12
- Tone of Voice 17
- Composition 18
- Typography 21
- Illustration 25
- Iconography 28
Reach out to the brand team with questions Amazon Confidential, ©2019, Amazon.com or its affiliates. All rights reserved
Our Promise
To make payments
smarter, reliable and safe
for every business.
We make payments smarter for every business by transforming the
payment experience with innovations and the use of new technology to
solve payment problems.
We take every opportunity to empower you to unlock your full business

potential and focus more on your customers. We want you to do more
with our technology.
Our Brand Pillars

To make payments smarter, reliable and safe for every business.
Innovation
Investing in new payment innovation and use the latest technology to unlock new
opportunities and empower our merchants. We want to utilize Amazon innovative technology
such as AWS, Data storage, security systems, the marketplace, etc. and extend it to our
merchants and their customers.
Payments experience
We want to focus on our merchant trust by providing their customers with smart but simple
checkout experience, make security the utmost priority for our merchants and customers, and
lastly, to trust us and rely on our secure systems.
Empowering our merchants

We want to empower our merchants by extending our Amazon innovative technology and
transform their business by investing in new technologies and innovations to improve
experiences, productivity, minimize operational expenses, and enhance competitive
advantage.
Knowledge
Give industry insights to help our merchant grow faster.
Tone of voice
Inspiring, simple, authentic and informative…
We should always inspire our merchants to succeed by telling

real success stories. Our tone of voice should be honest, simple
and direct. We should always use our expertise to help our
merchants succeed.
Brand Elements
Brand elements have lot of strategic importance in branding.
Designers and marketers should take responsibility in
maintaining the unique brand elements. These elements
provide the brand with a powerful identity at a time when
features and attributes are increasingly becoming common.
Logo
Iconography
Typeface
Colors
Tone & Voice
Illustrations
Composition
Photography
Animation
Logo
Primary logo
Logo
Secondary logo
Logo
Color variation
The logotype should always contrast with the background. There are 2 versions of the logotype to ensure simplicity and readability in all
printing processes and digital needs.
Positive two-color logo Negative one-color logo

The full color — positive logotype is considered the preferred When there are a limited number of colors available for
version, and should be used wherever possible. reproduction, or the quality of colors is questionable, choose the
monochrome version. No other colors besides black or white
should be used.
Logo
Clearspace
Whenever you use the logo, it should be surround with
clear space to ensure its visibility and impact. No graphic
Primary Logo
elements of any kind should invade this zone. Clear space
is based upon the bold letter ‘o’ in the logo. Horizontal
space required is the full width of the ‘o’ on either side.
Vertical space required is half the height of the ‘o’ above
and below for maximum readibility and impact.
Secondary Logo
Logo
Scale
To preserve readibiliity, the logotype should never be printed
smaller than 100px in wide and should never appear at less
than 75 pixels in digital formats.
200px 200px
150px 150px
100px
100px
Logo
Placement
The logo placement depends on the type of communication and use.
Top left Top center Bottom left
Built for every Built for every Built for every

business business business
You focus on your You focus on your You focus on your

business and we will take business and we will take business and we will take
care of your payments. care of your payments. care of your payments.
Logo
Guidance
Dont skew/scale the logo Dont pair it with icons or images
Restrict to the approved colors Dont use different fonts
Colors
Primary & Accent colors
Primary Colors
Our colors are important to us as the logo itself. They’re part of the
#FFFFFF
brand’s personality. We have established three primary colors:
White, Squid Ink and Green.
These colors are used to provide simplicity and consistency in our

communications.
#242E3D
Accent Colors
#56B547
Colors #AED136
Secondary colors
The secondary color palette is used for the Fort backoffice and #F7CB16
website to identify different section and reports. Secondary
colors are used sparingly, if at all, in marketing materials.
#33C6F4
#F37576
#BAD5E5
#EDF4FB
#FFFFFF
Colors
Gradient colors
The grandient colors is used primarily for the illustration
background if necessary. Gradient colors are used sparingly, if at all,
in marketing materials.
Colors
Usage Proportions
The colors should be used in moderation. When applying colors

to your design try to stick to max three primary colors in your
color scheme to maintain balance.
60%
60–30–10 Rule
Always use the 60 - 30 - 10 design rule that can help you
achieve balance in your colors and the composition. This
formula works because it creates a sense of balance and allows
the eye to move comfortably from one focal point to the next.
Built for every

30%
online business.
You focus on your business,
we take care of your payments.
10%
Colors
Color Guidance
Improper use of colors in the compositions Overlay color effects
Do not cover surfaces with Accent Green Using too many colors
Built for every

online business.
Text should never be colored
Tone of voice
Inspiring, simple, authentic and informative…
Write like this... Not like this...

Expand your business with local Localized Payments
payment options and reach more
customers Enable your customers with the
ease of using local payment
Provide your customers with an methods to pay for their online
immediate feeling of familiarity purchases anytime and anywhere.
and convenience with local
payment methods and increase a
positive relationship with
customers.
Layout & Composition

Overview
Our design compositions are simple and focus strongly on focal point.
We want our designs to commuicate the information clearly and
effectively to our viewers.
Based on Layouts and Grid elements we have created design system

that is flexible and easy to apply.

Layout variations
We have four frame variants. Content and format dictates the which layout to use.
1. Regular 2. Full Bleed
Download template or checkout how to construct Download template or checkout how to construct

Layout variations
We have four frame variants. Content and format dictates the which layout to use.
3. Split Right 4. Split Left
Typography
Amazon Ember Display Light

Amazon Ember Display Regular
Amazon Ember Display Medium
Amazon Ember Display Bold
Amazon Ember Display Heavy
Typography
Amazon Ember Display Light
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz
1234567890
!@#$%^&*()
Amazon Ember Display Regular

1234567890!@#$%^&*()
Amazon Ember Display Medium

1234567890!@#$%^&*()
Amazon Ember Display Bold

1234567890!@#$%^&*()
Amazon Ember Display Heavy

1234567890!@#$%^&*()
Typography
Pairing
Option 1 Option 2 Option 3
Bold Medium Heavy

Header Header Header
Regular Light Medium

Body text Body text Body text
Typography
Hierarchy
Give your customers the Headline

Double Body text font size
flexibility to pay in easy 1.0/ 100% leading

0 tracking
monthly installments
Installments is a simple, flexible, and secure payment Body text
experience with installment you can offer monthly 1/2 of Headline font size
payment plans to your customers and connect to 1.0/ 100% leading
multiple banks through one single terminal. 0 tracking
Illustration
Simple and minimal visual elements
We don’t want our visual elements or illustrations to look generic.

As a brand we want to continue embrace design centric approach
and to make imagery more personalized and relatable.
Object Illustration Icon Illustration
Paired with
content to
easily
understood.
Used in accompany text, but not as They are primarily optimized for email
large as a feature illustration. or to accompany bullet/benefit points
Illustration
Construction
Illustrations are created using basic geometry shapes for

representation of knowledge. They are often used to assist with
understanding complex information.
Tips for designing illustrations
• Keep it simple! Don’t try to do too much in one layout.
• Use the secondary colors scheme.
• Use the grid structure
• It is for quickly conveying the meaning behind complex data.
Illustration
Guidance
• Do not use more than three colors in a single composition
• Do not use stokes
• Do not use gradient for illustration except for background
• Do not use blend colors
Icongraphy & Badges
Icons Badges
Simple, light and friendly, they communicate the core Badges are service icons. APS has an array of services
idea or component of the brand. While each icon is under its brand. The primary objective of having badges
visually distinct, all icons should have consistent line is to focus on the specific service or product and make
weights and visual style. the service recognizable for our customers. The Badge is
part of the branding and should not be modified. When
creating a badge for a new service, the designer should
focus on the key features and its usefulness. The Badge
can reflect the literal meaning of the service, function,
or benefit to the customer.
Icongraphy
Construction
Icons
All icons should be drawn on a 32x32px grid frame, with a 1px Download Template
stroke width for outlines. Each frame includes keylines and a one
pixel padding on all sides as guidance. However, it’s acceptable to
go beyond the padding or off the key lines if doing so improves How to construct
the optical balance of the icon.
Badges
Construction
When creating a badge for a new service, the designer should

focus on the key features and its usefulness. The Badge can reflect
the literal meaning of the service, function, or benefit to the
customer.
Use simple line icon as an idea to Create a ribbon from 14px line Finalize the badge using the high-
represent the service or benefit using any one color from light/shadow shade of the same color.
secondary palette. By keeping white space around you
can visually enhance the icon.
few more examples (Insights) few more examples (Protect)
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Brand book

Updated on 10 November 2019

We take every opportunity to empower you to unlock your full business

Our Brand Pillars

Empowering our merchants

We should always inspire our merchants to succeed by telling

Positive two-color logo Negative one-color logo

Top left Top center Bottom left

Built for every Built for every Built for every

You focus on your You focus on your You focus on your

Dont skew/scale the logo Dont pair it with icons or images

Restrict to the approved colors Dont use diﬀerent fonts

These colors are used to provide simplicity and consistency in our

The colors should be used in moderation. When applying colors

Built for every

Improper use of colors in the compositions Overlay color eﬀects

Built for every

Text should never be colored

Write like this... Not like this...

Layout & Composition

Based on Layouts and Grid elements we have created design system

Layout & Composition

1. Regular 2. Full Bleed

Layout & Composition

3. Split Right 4. Split Left

Amazon Ember Display Light

Amazon Ember Display Regular

Amazon Ember Display Medium

Amazon Ember Display Bold

Amazon Ember Display Heavy

Option 1 Option 2 Option 3

Bold Medium Heavy

Regular Light Medium

Give your customers the Headline

ﬂexibility to pay in easy 1.0/ 100% leading

We don’t want our visual elements or illustrations to look generic.

Object Illustration Icon Illustration

Illustrations are created using basic geometry shapes for

Tips for designing illustrations

• Keep it simple! Don’t try to do too much in one layout.

• Use the secondary colors scheme.

• Use the grid structure

• It is for quickly conveying the meaning behind complex data.

• Do not use stokes

• Do not use gradient for illustration except for background

• Do not use blend colors

Icongraphy & Badges

When creating a badge for a new service, the designer should

few more examples (Insights) few more examples (Protect)

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