AWS Partner Network (APN)

Messaging and Branding Guide

O C TO B E R 2019 V 1 . 1
 A P N M E S S AG I N G A N D B R A N D I N G G U I D E 2

Guidelines for Creating Marketing Materials

with Amazon Web Services (AWS)
Be customer obsessed. Invent and simplify.
This toolkit is intended as guidance for use by eligible APN Partners
that are Select tier and above and AWS Marketplace Sellers. This
booklet includes guidelines to help you build assets for your
marketing campaigns. Each section contains principles to help you
build engaging marketing collateral that follows AWS branding and
messaging guidelines.

All marketing collateral produced by APN Partners or AWS

Marketplace Sellers that refers to or references AWS must comply
with these guidelines. Failure to comply with these guidelines will
result in AWS requiring you to rectify the non-compliant use, or in
AWS possibly revoking your rights to use AWS trademarks in your
marketing collateral.

GUIDING AWS LOGOS, APPROVABLE APN PARTNER AND AWS

CONTENTS RESOURCES
PRINCIPLES ICONS, AND BADGES EXAMPLES MARKETPLACE SELLER MESSAGING
 A P N M E S S AG I N G A N D B R A N D I N G G U I D E 3

Contents
GUIDING PRINCIPLES 4

AWS LOGOS, ICONS, AND BADGES 5

AWS Logo 8

Powered by AWS Logo 17

AWS Marketplace Logo 19

AWS Competency Logo 23

AWS Partner Network Badge 25

APN Training Logo 28

The AWS Architecture Icon 31

AWS Product and Service Icons 33

AWS Device Qualification Program Logo 34

APN Certification Distinction Badges 36

APPROVABLE EXAMPLES 38

APN PARTNER AND AWS MARKETPLACE SELLER MESSAGING 48

ADDITIONAL RESOURCES 54

GUIDING AWS LOGOS, APPROVABLE APN PARTNER AND AWS

CONTENTS
CONTENTS RESOURCES
PRINCIPLES ICONS, AND BADGES EXAMPLES MARKETPLACE SELLER MESSAGING
 A P N M E S S AG I N G A N D B R A N D I N G G U I D E 4

Guiding principles
BE CUSTOMER OBSESSED. INVENT AND SIMPLIFY.
Ensure the content and presentation will resonate with your customer’s
needs. Use a clean, simple design on all your marketing collateral.
Don’t overwhelm the customer with unnecessary visuals or content.

BE UNIQUE AND MAKE IT YOURS

These are your marketing assets, not those of AWS. Make sure to
highlight your company’s brand and value-add in all your collateral.

PAY ATTENTION TO DETAIL

These guidelines apply to each individual element of marketing
campaigns and assets, such as websites, emails, event collateral,
print collateral, social media, video, and online ads.

GUIDING
GUIDING AWS LOGOS, APPROVABLE APN PARTNER AND AWS
CONTENTS RESOURCES
PRINCIPLES
PRINCIPLES ICONS, AND BADGES EXAMPLES MARKETPLACE SELLER MESSAGING
 A P N M E S S AG I N G A N D B R A N D I N G G U I D E 5

AWS Logos, Icons, and Badges

OVERVIEW

AWS LOGOS, ICONS, AND BADGES

When choosing an AWS Logo,
Icon, or Badge for your marketing
communications, please follow the
instructions provided on the following AWS LOGO POWERED BY AWS LOGO AWS MARKETPLACE LOGO
three pages. The AWS Logo may be used by all You can display the Powered by AWS You can use the AWS Marketplace
Select tier and above APN Partners to Logo to let your customers know that Logo to tell your customers that your
communicate (1) that your solution your application is built on the same software runs on AWS and is available
supports AWS, or (2) AWS is a cloud reliable, scalable infrastructure used in AWS Marketplace. Follow the design
services provider your organization works to power Amazon.com’s global web guidelines on page 19.
with, or (3) how your solution works properties. Follow the guidelines and
with AWS, subject to certain restrictions. examples on page 17. How to Download
Follow the guidelines and examples on Click here to download the .zip file
page 8. How to Download immediately. This file contains multiple
Log in to APN Partner Central, click on color treatments and file formats.
How to Download “Marketing” in the navigation, launch
Log in to APN Partner Central, click on APN Marketing Central by clicking
“Marketing” in the navigation, launch “launch” under “APN Marketing Central.”
APN Marketing Central by clicking When that opens, click on “APN
“launch” under “APN Marketing Central.” Marketing Toolkit,” click “AWS Logos &
When that opens, click on “APN Icons,” and click “AWS Powered by Logo.”
Marketing Toolkit,” click “AWS Logos &
Icons,” and click “AWS Logo.” Specific use
cases and requirements apply. Follow all
guidelines noted in this toolkit.

AW S P OW E R E D AW S M A R K E T P L AC E AW S CO M P E T E N C Y AW S PA R T N E R APN TRAINING T H E AW S AW S P R O D U C T AW S D E V I C E Q UA L I F I C AT I O N A P N C E R T I F I C AT I O N
LOGO BY AW S L O G O LOGO LOGO N E T WO R K B A D G E LOGO A R C H I T E C T U R E I CO N & S E R V I C E I CO N S PROGR AM LOGO DISTINCTION BADGES

GUIDING AWS LOGOS,

LOGOS, APPROVABLE APN PARTNER AND AWS
CONTENTS RESOURCES
PRINCIPLES ICONS, AND BADGES
ICONS, AND BADGES EXAMPLES MARKETPLACE SELLER MESSAGING
 A P N M E S S AG I N G A N D B R A N D I N G G U I D E 6

AWS Logos, Icons, and Badges

OVERVIEW

AWS COMPETENCY LOGO AWS PARTNER NETWORK BADGE APN TRAINING LOGO
The AWS Competency Program is designed The APN Badge is available to all Select As official members of the APN Training
to highlight APN Partners who have tier and above APN Partners via the APN Partner program, APN Training Partners
demonstrated technical proficiency and Badge Manager tool located in APN Partner are entitled to the exclusive use of the
proven customer success in specialized Central. The APN Badge allows you to APN Training Partner Logo. This logo is
solution areas. Attaining an AWS showcase program designations such representative of the integral role that ATPs
Competency allows APN Partners to as AWS Public Sector Partner Program, play within the AWS Partner Network (APN),
differentiate themselves to customers by AWS Managed Service Provider (MSP) while also enabling customers to recognize
showcasing expertise in a specific solution Program, or specific AWS Competencies. the exclusive community of APN Partners
area. The AWS Competency Logo is an Use the APN Badge to generally promote that are authorized to deliver AWS Training.
alternative option to the APN Badge. Follow your designation in the AWS Partner Follow the guidelines and examples on
the guidelines and examples on page Network Program and to substantiate page 28.
23. Click here to learn more about AWS your capabilities in relation to the solution
Competency Logo usage. offering that you’re featuring. Follow the How to Download
guidelines and examples on page 25. Log in to APN Partner Central and navigate
How to Download to the “APN Training Partner Program”
Upon Competency attainment, AWS How to Download under the “Programs” tab. Logos are
Competency Partners will receive direct Have your alliance lead log in to APN located in the “Internal Enablement
access to the dark and light versions of Partner Central and select the Badge Resources” Folder.
the logo via the welcome kit. Existing AWS Manager link on the left menu to
Competency Partners will receive access get started.
via a separate email. The alliance lead
and marketing contacts will receive
both communications.

AW S P OW E R E D AW S M A R K E T P L AC E AW S CO M P E T E N C Y AW S PA R T N E R APN TRAINING T H E AW S AW S P R O D U C T AW S D E V I C E Q UA L I F I C AT I O N A P N C E R T I F I C AT I O N
LOGO BY AW S L O G O LOGO LOGO N E T WO R K B A D G E LOGO A R C H I T E C T U R E I CO N & S E R V I C E I CO N S PROGR AM LOGO DISTINCTION BADGES

GUIDING AWS LOGOS,

LOGOS, APPROVABLE APN PARTNER AND AWS
CONTENTS RESOURCES
PRINCIPLES ICONS, AND BADGES
ICONS, AND BADGES EXAMPLES MARKETPLACE SELLER MESSAGING
 A P N M E S S AG I N G A N D B R A N D I N G G U I D E 7

AWS Logos, Icons, and Badges

OVERVIEW

qualified
device

AWS ARCHITECTURE ICON AWS DEVICE QUALIFICATION APN CERTIFICATION

The AWS Architecture Icon represents the PROGRAM LOGO DISTINCTION BADGES
AWS Cloud in solution diagrams. This icon, The AWS Device Qualification Program APN Certification Distinction Badges
in a dark or light format, is available for Logo is provided to APN Partners provide APN Partners the opportunity
you to use in your architecture diagrams. participating in the AWS Device to showcase their customer obsession
APN Partners should use either of these Qualification Program. Its use is limited to through AWS Certification achievement.
icons and the label to indicate their solution marketing and technical information for If your organization has achieved 50+
architecture with AWS. Icons were updated devices that are actively listed in the AWS AWS Certifications, please reach out
in Spring 2019. Follow the basic guidelines Partner Device Catalog and the specific to your AWS representative to learn
and examples on page 31. AWS service they were qualified for. Follow more about the usage guidelines and
the guidelines and examples on page to download the APN Certification
How to Download 34. To learn more, log in to APN Partner Distinction Badges. Follow the guidelines
Click here to download the toolkit that Central and download the detailed and examples on page 36.
includes the AWS Architecture Icon set. program guide.
Learn more
How to Download Click here to learn more.
Log in to APN Partner Central and navigate
to the “Content” tab. In the search bar
on the top left of the screen enter “AWS
Device Qualification Program Logos” and
press search, then click on “AWS Device
Qualification Program Logos” in the results,
and then click “Download.” Before using any AWS Marks*, please read and follow the AWS Trademark Guidelines
*AWS Marks are defined in Section 2 of the AWS Trademark Guidelines.

AW S P OW E R E D AW S M A R K E T P L AC E AW S CO M P E T E N C Y AW S PA R T N E R APN TRAINING T H E AW S AW S P R O D U C T AW S D E V I C E Q UA L I F I C AT I O N A P N C E R T I F I C AT I O N
LOGO BY AW S L O G O LOGO LOGO N E T WO R K B A D G E LOGO A R C H I T E C T U R E I CO N & S E R V I C E I CO N S PROGR AM LOGO DISTINCTION BADGES

GUIDING AWS LOGOS,

LOGOS, APPROVABLE APN PARTNER AND AWS
CONTENTS RESOURCES
PRINCIPLES ICONS, AND BADGES
ICONS, AND BADGES EXAMPLES MARKETPLACE SELLER MESSAGING
 A P N M E S S AG I N G A N D B R A N D I N G G U I D E 8

AWS Logo
DESIGN AND USAGE GUIDELINES

The AWS Logo may be used by all Color – Squid ink

Type – Custom Ember Display
Select tier and above APN Partners to Do not change the font.

communicate (1) that your solution

supports AWS, (2) AWS is a cloud services Color – Amazon Orange

provider your organization works with, or

(3) how your solution works with AWS,
subject to certain restrictions.

Please reference the usage matrix on

page 11 to view restrictions on where
you can and can’t use the AWS Logo COLOR COLOR CONT. CLEAR SPACE
within your marketing material. Use the AWS Logo in one of the provided Squid ink is our primary dark color. The clear space is based on the letter “a”
color combinations. The two-color Black versions of the AWS Logo are also in the AWS Logo. Horizontal and vertical
versions are preferred. In cases where available. The black AWS Logo should space requires the full height and width
color needs to be restricted, the one- only be used in cases where maximum of the “a” on either side, as shown.
color logos are acceptable. Choose the contrast is needed or the use is primarily
color option with the highest contrast. black and white.

To download this logo, follow

the instructions on page 5.

AW S P OW E R E D AW S M A R K E T P L AC E AW S CO M P E T E N C Y AW S PA R T N E R APN TRAINING T H E AW S AW S P R O D U C T AW S D E V I C E Q UA L I F I C AT I O N A P N C E R T I F I C AT I O N
LOGO BY AW S L O G O LOGO LOGO N E T WO R K B A D G E LOGO A R C H I T E C T U R E I CO N & S E R V I C E I CO N S PROGR AM LOGO DISTINCTION BADGES

GUIDING AWS LOGOS,

LOGOS, APPROVABLE APN PARTNER AND AWS
CONTENTS RESOURCES
PRINCIPLES ICONS, AND BADGES
ICONS, AND BADGES EXAMPLES MARKETPLACE SELLER MESSAGING
 A P N M E S S AG I N G A N D B R A N D I N G G U I D E 9

AWS Logo
DOS AND DON’TS

- -

DO choose the light AWS Logo to ensure high DO choose the two-color AWS Logo to ensure high DO choose the appropriate dark or light AWS Logo DO use the preferred two-color AWS Logo DO ensure that there’s appropriate contrast
contrast on a dark background contrast on a light background to ensure high contrast on a medium background on appropriate contrasted backgrounds when using a background image

- -

DO choose the appropriate dark or light AWS Logo DON’T place the AWS Logo on a background that DON’T put the AWS Logo or Icons on top of other DON’T put the AWS Logo on a background
to ensure high contrast on a medium background makes any part of the AWS Logo disappear images (such as pictures that are visually busy, that has low contrast
patterns or textures, etc.)

AW S P OW E R E D AW S M A R K E T P L AC E AW S CO M P E T E N C Y AW S PA R T N E R APN TRAINING T H E AW S AW S P R O D U C T AW S D E V I C E Q UA L I F I C AT I O N A P N C E R T I F I C AT I O N
LOGO BY AW S L O G O LOGO LOGO N E T WO R K B A D G E LOGO A R C H I T E C T U R E I CO N & S E R V I C E I CO N S PROGR AM LOGO DISTINCTION BADGES

GUIDING AWS LOGOS,

LOGOS, APPROVABLE APN PARTNER AND AWS
CONTENTS RESOURCES
PRINCIPLES ICONS, AND BADGES
ICONS, AND BADGES EXAMPLES MARKETPLACE SELLER MESSAGING
 A P N M E S S AG I N G A N D B R A N D I N G G U I D E 10

AWS Logo
DOS AND DON’TS

Partner
XYZ

DON’T use unapproved colors DON’T outline the logo DON’T disproportionately resize DON’T remove any part of the logo DON’T use the logo to suggest co-branding
the logo and don’t use the smile part of the or co-development unless approved
logo on its own separately in writing by AWS

+ Partner
XYZ
DON’T change the font of the logo DON’T use the logo in a DON’T add visual effects to DON’T modify any part of the logo DON’T put the logo next to your own logo
sentence or within text the logo, like a drop shadow or name and use ampersands, pluses, X signs,
equal signs, or any other design elements to
denote a relationship

Ut wisi enim ad Partner

minim veniam, XYZ
quis nostrude
xercitation ullam
corper suscipit Lorem ipsum dolor sit amet,
lobortis nisl consectetuer adipiscing elit,
#seddianonu sed diam nonummy nibh
euismod tincidunt ut laoreet
dolore magna aliquam erat
volutpat.
DON’T layer content over the logo DON’T use the logo inside a shape or DON’T use a registered DON’T distort, skew, or put the
illustration of any kind without the proper trademark symbol logo on an angle
white space around the logo. DON’T use the logo to suggest co-branding
If you do use the logo in a shape, make sure or co-development unless approved
you follow all the “Clear Space” requirements separately in writing by AWS
noted on page 8.

AW S P OW E R E D AW S M A R K E T P L AC E AW S CO M P E T E N C Y AW S PA R T N E R APN TRAINING T H E AW S AW S P R O D U C T AW S D E V I C E Q UA L I F I C AT I O N A P N C E R T I F I C AT I O N
LOGO BY AW S L O G O LOGO LOGO N E T WO R K B A D G E LOGO A R C H I T E C T U R E I CO N & S E R V I C E I CO N S PROGR AM LOGO DISTINCTION BADGES

GUIDING AWS LOGOS,

LOGOS, APPROVABLE APN PARTNER AND AWS
CONTENTS RESOURCES
PRINCIPLES ICONS, AND BADGES
ICONS, AND BADGES EXAMPLES MARKETPLACE SELLER MESSAGING
 A P N M E S S AG I N G A N D B R A N D I N G G U I D E 11

AWS Logo
USAGE MATRIX

This usage matrix provides specific

guidance on where you can and can’t Use of the logo Guidelines and examples
use the AWS Logo within your
marketing material. Websites & Permitted. The AWS Logo may be used by all Select tier and above APN Partners See page 14.
Landing Pages to communicate (1) that your solution supports AWS, (2) AWS is a cloud services
provider your organization works with, or (3) how your solution works with AWS,
Marketing assets for the AWS Logo subject to certain restrictions.
include, but are not limited to: Brochures, Email Marketing

leaflets, data/sales sheets, whitepapers,

case studies, videos, or event promotions Marketing Assets
(such as event invites).
Event Assets
Event assets for the AWS Logo include,
but are not limited to: Booth graphics, Online Ads Not permitted. The AWS Logo may not be used in any online ads.
session presentations, demos, or in any
printed or digital marketing assets. Social Media Not permitted. The AWS Logo may not be used in social media account images, but
may be used in a marketing asset that is promoted on social media as long as the
asset follows the design guidelines.

Promotional Items Not permitted. The AWS Logo may not be used in any promotional Items.

AW S P OW E R E D AW S M A R K E T P L AC E AW S CO M P E T E N C Y AW S PA R T N E R APN TRAINING T H E AW S AW S P R O D U C T AW S D E V I C E Q UA L I F I C AT I O N A P N C E R T I F I C AT I O N
LOGO BY AW S L O G O LOGO LOGO N E T WO R K B A D G E LOGO A R C H I T E C T U R E I CO N & S E R V I C E I CO N S PROGR AM LOGO DISTINCTION BADGES

GUIDING AWS LOGOS,

LOGOS, APPROVABLE APN PARTNER AND AWS
CONTENTS RESOURCES
PRINCIPLES ICONS, AND BADGES
ICONS, AND BADGES EXAMPLES MARKETPLACE SELLER MESSAGING
 A P N M E S S AG I N G A N D B R A N D I N G G U I D E 12

AWS Logo
USE CASE EXAMPLES

The images to the right demonstrate

several ways the use cases can be Partner Partner
applied. Make sure the AWS Logo is XYZ XYZ
used in one of the “permitted” assets
or mediums noted in the matrix on UT WISI ENIM ADMINIM VENIAXERCI TATION
On-Premises with XYZ Cloud Services

page 11, and that it’s included in a visual XYZ

XYZ
XYZ
XYZ
XYZ
XYZ

representation that falls within one of IP network XYZ XYZ XYZ

the use cases below. Using the AWS XYZ XYZ XYZ

Logo in your custom assets outside of

the approved use cases below could be Security group rule

Web
interpreted as a co-branded asset and is
Partner
Lorem Ipsum

not permitted. XYZ

If you’re participating in an approved

joint marketing campaign, reach out
to your AWS representative for
usage guidance. Partner
XYZ
The approved use case examples to the
right communicate that your solution
Lorem ipsum dolor sit amet
supports AWS, or that AWS is a cloud
consectetuer adipiscing elit,
services provider your organization UT WISI ENIM AD MINIM VENIAM, QUIS NOSTRUD EXERCI TATION

works with.
AMAZON AMAZON RDS/ AMAZON AMAZON AMAZON KINESIS AMAZON
S3 AMAZON AURORA DYNAMODB REDSHIFT Firehose | Streams | Analytics EMR UT WISI ENI UT WISI ENI UT WISI ENI UT WISI ENI UT WISI ENI UT WISI ENI
MAD MINIM MAD MINIM MAD MINIM MAD MINIM MAD MINIM MAD MINIM
VENIAM QUIS VENIAM QUIS VENIAM QUIS VENIAM QUIS VENIAM QUIS VENIAM QUIS
STORAGE | DATABASE | DATA WAREHOUSE | REAL-TIME | BIG DATA

AW S P OW E R E D AW S M A R K E T P L AC E AW S CO M P E T E N C Y AW S PA R T N E R APN TRAINING T H E AW S AW S P R O D U C T AW S D E V I C E Q UA L I F I C AT I O N A P N C E R T I F I C AT I O N
LOGO BY AW S L O G O LOGO LOGO N E T WO R K B A D G E LOGO A R C H I T E C T U R E I CO N & S E R V I C E I CO N S PROGR AM LOGO DISTINCTION BADGES

GUIDING AWS LOGOS,

LOGOS, APPROVABLE APN PARTNER AND AWS
CONTENTS RESOURCES
PRINCIPLES ICONS, AND BADGES
ICONS, AND BADGES EXAMPLES MARKETPLACE SELLER MESSAGING
 A P N M E S S AG I N G A N D B R A N D I N G G U I D E 13

AWS Logo
USE CASE EXAMPLES

Please note that using the AWS Logo in

architectural diagrams is not permitted. Lorem ipsum dolor sit amet LOREM IPSUM DOLOR SIT
Please reference page 32 for usage
AMET, CONSECTETUER
Partner
On-Premises
guidance on the AWS Architecture Icon
within architectural diagrams. XYZ

The approved use case examples Data Warehouses Databases Cloud Sources
Partner
to the right depict a basic visual XYZ

representation or schematic of how Files/Storage Devices/Sensors

your solution works with AWS.

On-Premises and
Cloud Sources Databases Data Warehouse/Data Lake

Enterprise
Partner
XYZ Value Proposition
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Partner Partner Location
Data Warehouses XYZ XYZ
Product

Data Data
Engineering Warehouse Data Center Partner XYZ
Solution Suite
Storage

SaaS Lorem ipsum

Data Operational Apache HDFS Apache Kudu Amazon S3
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Manageability
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Ingest &
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Self Managed Managed Service

AW S P OW E R E D AW S M A R K E T P L AC E AW S CO M P E T E N C Y AW S PA R T N E R APN TRAINING T H E AW S AW S P R O D U C T AW S D E V I C E Q UA L I F I C AT I O N A P N C E R T I F I C AT I O N
LOGO BY AW S L O G O LOGO LOGO N E T WO R K B A D G E LOGO A R C H I T E C T U R E I CO N & S E R V I C E I CO N S PROGR AM LOGO DISTINCTION BADGES

GUIDING AWS LOGOS,

LOGOS, APPROVABLE APN PARTNER AND AWS
CONTENTS RESOURCES
PRINCIPLES ICONS, AND BADGES
ICONS, AND BADGES EXAMPLES MARKETPLACE SELLER MESSAGING
 A P N M E S S AG I N G A N D B R A N D I N G G U I D E 14

AWS Logo
WEBSITES, LANDING PAGES, EMAIL MARKETING, AND MARKETING & EVENT ASSETS

The following pages provide examples DO place your logo above the AWS Logo, DON’T put the AWS Logo next to DON’T put the AWS Logo or Icons on a
of how to apply the guidelines to your and do make your branding elements your own logo. If you need to put AWS colored background unless there is a high
custom websites, landing pages, email more prominent than AWS. For email, branding next to yours, use one of the contrast and don’t add them more than
marketing campaigns, and marketing use your name in the subject line to other logos, icons, or badges noted once in your design.
and event assets. make it clear the email is from your in this toolkit, and allow sufficient
company. white space around it. If you do use DON’T put the AWS Logo at the top
one of these other logos, icons, or of your email, or page, or above your
DO be creative with your own design. badges, don’t use ampersands, pluses, own logo.
Create your own icons to represent your X signs, equal signs, or any other
company, products, and events. design elements to denote the DON’T design call-to-action buttons to
APN relationship. look like they came from AWS.
DO consider putting your icons and logos
on a plain background. DON’T put the AWS Logo or Icons on
top of other images (such as pictures
DO reference the APN and AWS that are visually busy, patterns or
Marketplace Seller Messaging Guidelines textures, etc.). Do not use AWS Icons as
on page 48 before writing copy. decoration, or alter their shape.

AW S P OW E R E D AW S M A R K E T P L AC E AW S CO M P E T E N C Y AW S PA R T N E R APN TRAINING T H E AW S AW S P R O D U C T AW S D E V I C E Q UA L I F I C AT I O N A P N C E R T I F I C AT I O N
LOGO BY AW S L O G O LOGO LOGO N E T WO R K B A D G E LOGO A R C H I T E C T U R E I CO N & S E R V I C E I CO N S PROGR AM LOGO DISTINCTION BADGES

GUIDING AWS LOGOS,

LOGOS, APPROVABLE APN PARTNER AND AWS
CONTENTS RESOURCES
PRINCIPLES ICONS, AND BADGES
ICONS, AND BADGES EXAMPLES MARKETPLACE SELLER MESSAGING
 A P N M E S S AG I N G A N D B R A N D I N G G U I D E 15

AWS Logo
WEBSITES, LANDING PAGES, EMAIL MARKETING, AND MARKETING ASSETS

WEBSITES AND LANDING PAGES INVITES EMAIL MARKETING FLYERS

Partner Partner
Partner
XYZ XYZ XYZ

Lorem Ipsum Dolor Partner XYZ

GlobalConference 2019 Partner
Month 11, 2019 | Locationhere XYZ Lorem can help you plan and accelerate
workload migrations from your on-premises
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MAD MINIM
UT WISI ENI
MAD MINIM
UT WISI ENI
MAD MINIM Partner XYZ Global
Conference 2019
VENIAM QUIS VENIAM QUIS VENIAM QUIS

Register now Simplic e regulari quam

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Month 11, 2019 | Locationhere Get the benefits of ipsuonsecte dolor
Data Warehouses Databases Cloud Services

amet with Amazon Web Services.

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grammatica del resultant lingue es plov
Dear Friends,
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Ma quande lingues coalesce, li grammatica del resultant regulari quam li exisnt Partner
Event Agenda XYZ
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ame regulari quam li exisnt Euan lingues. hyperlink here. 9:00 a.m. existent Europan lingues. It va esser tam
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• Li nov lingua franca va esser plu simplic e regulari 9:30 a.m. lingua franca va esser. coalesce, li
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• It va esser tam simplic quam Occidental: in fact, it va 12:00 p.m. lingua franca va esser.
esser Occidental. A un Angleso it va. Adipiscing elit, sed
1:30 p.m.
Li nov lingua franca va esser plu simplic e regulari quam
Breakout Sessions For more information, please visit us at www.partnerxyz.com.
li existent Europan lingues. It va esser tamin

Ma quande lingues coalesce, li grammatica del resultant

lingue es plu simplic e regulari quam ti del . Register now © 2019 Lorem Inc.

Best,

altostrat team

UT WISI ENI UT WISI ENI UT WISI ENI

MAD MINIM MAD MINIM MAD MINIM
VENIAM QUIS VENIAM QUIS VENIAM QUIS

AW S P OW E R E D AW S M A R K E T P L AC E AW S CO M P E T E N C Y AW S PA R T N E R APN TRAINING T H E AW S AW S P R O D U C T AW S D E V I C E Q UA L I F I C AT I O N A P N C E R T I F I C AT I O N
LOGO BY AW S L O G O LOGO LOGO N E T WO R K B A D G E LOGO A R C H I T E C T U R E I CO N & S E R V I C E I CO N S PROGR AM LOGO DISTINCTION BADGES

GUIDING AWS LOGOS,

LOGOS, APPROVABLE APN PARTNER AND AWS
CONTENTS RESOURCES
PRINCIPLES ICONS, AND BADGES
ICONS, AND BADGES EXAMPLES MARKETPLACE SELLER MESSAGING
 A P N M E S S AG I N G A N D B R A N D I N G G U I D E 16

AWS Logo
EVENT ASSETS

BOOTH GRAPHICS DEMOS SESSION PRESENTATIONS AT AWS EVENTS

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AW S P OW E R E D AW S M A R K E T P L AC E AW S CO M P E T E N C Y AW S PA R T N E R APN TRAINING T H E AW S AW S P R O D U C T AW S D E V I C E Q UA L I F I C AT I O N A P N C E R T I F I C AT I O N
LOGO BY AW S L O G O LOGO LOGO N E T WO R K B A D G E LOGO A R C H I T E C T U R E I CO N & S E R V I C E I CO N S PROGR AM LOGO DISTINCTION BADGES

GUIDING AWS LOGOS,

LOGOS, APPROVABLE APN PARTNER AND AWS
CONTENTS RESOURCES
PRINCIPLES ICONS, AND BADGES
ICONS, AND BADGES EXAMPLES MARKETPLACE SELLER MESSAGING
 A P N M E S S AG I N G A N D B R A N D I N G G U I D E 17

Powered by AWS Logo

DESIGN AND USAGE GUIDELINES

The Powered by AWS Logo is intended Two-color Version COLOR

for use by customers to promote their Use the Powered by AWS Logo in one of
product, application, or service within these color combinations. The two-color
the growing AWS community and versions are preferred. In cases where
leverage the AWS brand to impart a Squid Ink Version color needs to be restricted, the one-
sense of dependability and reliability to color logos are acceptable. Choose the
the solutions. APN Partners that are AWS color option with the highest contrast.
customers (e.g., APN Partners running
their SaaS offering on AWS) may use the ORIENTATION
“Powered by AWS” Logo in accordance Black Version This logo is available in stacked or
with the Co-Marketing Guidelines. horizontal formats for you to use in your
marketing materials. APN Partners can
use either of these formats depending on
Reversed Two-color Version the layout and design of the asset.

DESIGN UPDATE
The Powered by AWS Logo was
redesigned in Spring 2019. Please
replace the legacy logos with the most
White Version up-to-date logos as quickly as possible.

To download this logo, follow

the instructions on page 5.

AW S OWEERREED
P OW D AW S M A R K E T P L AC E AW S CO M P E T E N C Y AW S PA R T N E R APN TRAINING T H E AW S AW S P R O D U C T AW S D E V I C E Q UA L I F I C AT I O N A P N C E R T I F I C AT I O N
LOGO BY AW
BY AWSS LLO OGGO
O LOGO LOGO N E T WO R K B A D G E LOGO A R C H I T E C T U R E I CO N & S E R V I C E I CO N S PROGR AM LOGO DISTINCTION BADGES

GUIDING AWS LOGOS,

LOGOS, APPROVABLE APN PARTNER AND AWS
CONTENTS RESOURCES
PRINCIPLES ICONS, AND BADGES
ICONS, AND BADGES EXAMPLES MARKETPLACE SELLER MESSAGING
 A P N M E S S AG I N G A N D B R A N D I N G G U I D E 18

Powered by AWS Logo

USAGE MATRIX

Reference this usage matrix to view

restrictions on where you can and can’t Use of the logo Guidelines and examples
use the Powered by AWS Logo within
your marketing material. Websites & Permitted. APN Partners can use the Powered by AWS Logo to showcase that their See page 38.
Landing Pages solution or application is built on AWS.

Email Marketing

Marketing Assets

Event Assets

Online Ads

Social Media Not permitted. The Powered by AWS Logo may not be used in social media account
images, but may be used in a marketing asset or ad that is promoted on social media,
as long as the asset follows the design guidelines.

Promotional Items Permitted. APN Partners can use the Powered by AWS Logo in promotional items to
See page 38.
showcase that their solution or application is built on AWS.

AW S OWEERREED
P OW D AW S M A R K E T P L AC E AW S CO M P E T E N C Y AW S PA R T N E R APN TRAINING T H E AW S AW S P R O D U C T AW S D E V I C E Q UA L I F I C AT I O N A P N C E R T I F I C AT I O N
LOGO BY AW
BY AWSS LLO OGGO
O LOGO LOGO N E T WO R K B A D G E LOGO A R C H I T E C T U R E I CO N & S E R V I C E I CO N S PROGR AM LOGO DISTINCTION BADGES

GUIDING AWS LOGOS,

LOGOS, APPROVABLE APN PARTNER AND AWS
CONTENTS RESOURCES
PRINCIPLES ICONS, AND BADGES
ICONS, AND BADGES EXAMPLES MARKETPLACE SELLER MESSAGING
 A P N M E S S AG I N G A N D B R A N D I N G G U I D E 19

AWS Marketplace Logo

DESIGN AND USAGE GUIDELINES

You can use the AWS Marketplace Logo Multi-color Version COLOR
to tell your customers that your software Use the AWS Marketplace Logo in one
runs on AWS and is available in of the provided color combinations. The
AWS Marketplace. multi-color versions are preferred. In
Squid Ink Version cases where color needs to be restricted,
the one-color logos are acceptable.
Choose the color option with the
highest contrast.
Black Version
Squid ink is our primary dark color.
Black versions of the logo are available
but should only be used in cases where
maximum contrast is needed or the use
is primarily black and white.
Reversed Two-color Version

To download this logo, follow

the instructions on page 5.

AW S P OW E R E D AW
AWSS M A R K E T P LL AC
ACEE AW S CO M P E T E N C Y AW S PA R T N E R APN TRAINING T H E AW S AW S P R O D U C T AW S D E V I C E Q UA L I F I C AT I O N A P N C E R T I F I C AT I O N
LOGO BY AW S L O G O LLO
OGGO
O LOGO N E T WO R K B A D G E LOGO A R C H I T E C T U R E I CO N & S E R V I C E I CO N S PROGR AM LOGO DISTINCTION BADGES

GUIDING AWS LOGOS,

LOGOS, APPROVABLE APN PARTNER AND AWS
CONTENTS RESOURCES
PRINCIPLES ICONS, AND BADGES
ICONS, AND BADGES EXAMPLES MARKETPLACE SELLER MESSAGING
 A P N M E S S AG I N G A N D B R A N D I N G G U I D E 20

AWS Marketplace Logo

DOS AND DON’TS

To maintain brand integrity, do not

alter the AWS Marketplace Logo.
There are versions of the AWS aws ma
aws marketp
DON’T use unapproved colors DON’T outline the AWS Logo DON’T disproportionately resize DON’T remove any part of the logo
Marketplace Logo available that the AWS Logo aws marketplace
will work for most scenarios. If you
still have questions, or encounter
a scenario not covered in these aws marketplace
aws marketplace
aws marketplace
guidelines, contact your AWS
Marketplace representative
for assistance. aws marketplace
aws marketplace
DON’T re-typeset the logo DON’T use the logo in a DON’T add visual effects to the
aws marketplace
DON’T use a registered trademark symbol
sentence or within text aws m logo, like a drop shadow
arke
tplac
e

DON’T modify any part of the logo DON’T distory, skew, or put the logo on an angle DON’T layer content over the the logo

AW S P OW E R E D AW
AWSS M A R K E T P LL AC
ACEE AW S CO M P E T E N C Y AW S PA R T N E R APN TRAINING T H E AW S AW S P R O D U C T AW S D E V I C E Q UA L I F I C AT I O N A P N C E R T I F I C AT I O N
LOGO BY AW S L O G O LLO
OGGO
O LOGO N E T WO R K B A D G E LOGO A R C H I T E C T U R E I CO N & S E R V I C E I CO N S PROGR AM LOGO DISTINCTION BADGES

GUIDING AWS LOGOS,

LOGOS, APPROVABLE APN PARTNER AND AWS
CONTENTS RESOURCES
PRINCIPLES ICONS, AND BADGES
ICONS, AND BADGES EXAMPLES MARKETPLACE SELLER MESSAGING
 A P N M E S S AG I N G A N D B R A N D I N G G U I D E 21

AWS Marketplace Logo

DOS AND DON’TS

Keep backgrounds simple, clutter free,

and as neutral as possible. Ensure a
high degree of contrast to maintain
separation from the background.
Additionally, the area surrounding the
AWS Marketplace Logo needs to be DON’T place the logo on a background that makes DON’T put the logo over imagery that is visually DON’T put the logo on a background that DO use the preferred multi-color logo on
clear, without any visual distraction. any part of the logo disappear busy and makes the logo difficult to read has low contrast appropriate contrasted backgrounds

DO ensure that there’s appropriate contrast DO choose the light logo to ensure high contrast on DO choose the multi-color logo to ensure high DO choose the appropriate dark or light AWS Logo
when using a background image a dark background contrast on a light background to ensure high contrast on a medium background

DO choose the appropriate dark or light logo to

ensure high contrast on a medium background

AW S P OW E R E D AW
AWSS M A R K E T P LL AC
ACEE AW S CO M P E T E N C Y AW S PA R T N E R APN TRAINING T H E AW S AW S P R O D U C T AW S D E V I C E Q UA L I F I C AT I O N A P N C E R T I F I C AT I O N
LOGO BY AW S L O G O LLO
OGGO
O LOGO N E T WO R K B A D G E LOGO A R C H I T E C T U R E I CO N & S E R V I C E I CO N S PROGR AM LOGO DISTINCTION BADGES

GUIDING AWS LOGOS,

LOGOS, APPROVABLE APN PARTNER AND AWS
CONTENTS RESOURCES
PRINCIPLES ICONS, AND BADGES
ICONS, AND BADGES EXAMPLES MARKETPLACE SELLER MESSAGING
 A P N M E S S AG I N G A N D B R A N D I N G G U I D E 22

AWS Marketplace Logo

USAGE MATRIX

Reference this usage matrix to view

restrictions on where you can and can’t Use of the logo Guidelines and examples
use the AWS Marketplace Logo within
your marketing material. Websites & Permitted. Use the AWS Marketplace Logo to easily tell your customers that your See page 38.
Landing Pages software runs on AWS and is available in AWS Marketplace.

Email Marketing

Marketing Assets

Event Assets

Online Ads

Social Media Not permitted. The AWS Marketplace Logo may not be used in social media account
images, but may be used in a marketing asset or ad that is promoted on social media,
as long as the asset follows the design guidelines.

Promotional Items Permitted. Use the AWS Marketplace Logo to easily tell your customers that your
See page 38.
software runs on AWS and is available in AWS Marketplace.

AW S P OW E R E D AW
AWSS M A R K E T P LL AC
ACEE AW S CO M P E T E N C Y AW S PA R T N E R APN TRAINING T H E AW S AW S P R O D U C T AW S D E V I C E Q UA L I F I C AT I O N A P N C E R T I F I C AT I O N
LOGO BY AW S L O G O LLO
OGGO
O LOGO N E T WO R K B A D G E LOGO A R C H I T E C T U R E I CO N & S E R V I C E I CO N S PROGR AM LOGO DISTINCTION BADGES

GUIDING AWS LOGOS,

LOGOS, APPROVABLE APN PARTNER AND AWS
CONTENTS RESOURCES
PRINCIPLES ICONS, AND BADGES
ICONS, AND BADGES EXAMPLES MARKETPLACE SELLER MESSAGING
 A P N M E S S AG I N G A N D B R A N D I N G G U I D E 23

AWS Competency Logo

DESIGN AND USAGE GUIDELINES

The AWS Competency Program is

designed to highlight APN Partners
who have demonstrated technical
proficiency and proven customer success DO use the logo as-is. DO use the logo as-is. DON’T add competencies to the logo
in specialized solution areas. Attaining an
AWS Competency allows APN Partners
to differentiate themselves to customers
by showcasing expertise in a specific
solution area.

If you want to list multiple AWS

Competency designations, you should
use the APN Badge. Please reference DON’T manipulate the color saturation, tone, DON’T put the logo on a low contrast background DON’T combine the program badge with the
page 25. You can use either the logo or resolution program logo. Use of the program logo is
not permissible.
or the badge, but not both at the
same time.

To download this logo, follow

the instructions on page 6.

AW S P OW E R E D AW S M A R K E T P L AC E AW S CO M P E T EEN
NCCYY AW S PA R T N E R APN TRAINING T H E AW S AW S P R O D U C T AW S D E V I C E Q UA L I F I C AT I O N A P N C E R T I F I C AT I O N
LOGO BY AW S L O G O LOGO LOGO N E T WO R K B A D G E LOGO A R C H I T E C T U R E I CO N & S E R V I C E I CO N S PROGR AM LOGO DISTINCTION BADGES

GUIDING AWS LOGOS,

LOGOS, APPROVABLE APN PARTNER AND AWS
CONTENTS RESOURCES
PRINCIPLES ICONS, AND BADGES
ICONS, AND BADGES EXAMPLES MARKETPLACE SELLER MESSAGING
 A P N M E S S AG I N G A N D B R A N D I N G G U I D E 24

AWS Competency Logo

USAGE MATRIX

Reference this usage matrix to view

restrictions on where you can and can’t Use of the logo Guidelines and examples
use the AWS Competency Logo within
your marketing material. Websites & Permitted. APN Partners can use the AWS Competency Logo to differentiate See page 38.
Landing Pages themselves to customers by showcasing expertise in a specific solution area. The AWS
Competency Logo is an alternative to the APN Badge. You can use either the AWS
Competency Logo or the APN Badge, but not both at the same time.
Email Marketing

Marketing Assets

Event Assets

Online Ads

Social Media Not permitted. The AWS Competency Logo may not be used in social media account
images, but may be used in a marketing asset or ad that is promoted on social media,
as long as the asset follows the design guidelines.

Promotional Items Permitted. APN Partners can use the AWS Competency Logo to differentiate
themselves to customers by showcasing expertise in a specific solution area. The AWS
See page 38.
Competency Logo is an alternative to the APN Badge. You can use either the AWS
Competency Logo or the APN Badge, but not both at the same time.

AW S P OW E R E D AW S M A R K E T P L AC E AW S CO M P E T EEN
NCCYY AW S PA R T N E R APN TRAINING T H E AW S AW S P R O D U C T AW S D E V I C E Q UA L I F I C AT I O N A P N C E R T I F I C AT I O N
LOGO BY AW S L O G O LOGO LOGO N E T WO R K B A D G E LOGO A R C H I T E C T U R E I CO N & S E R V I C E I CO N S PROGR AM LOGO DISTINCTION BADGES

GUIDING AWS LOGOS,

LOGOS, APPROVABLE APN PARTNER AND AWS
CONTENTS RESOURCES
PRINCIPLES ICONS, AND BADGES
ICONS, AND BADGES EXAMPLES MARKETPLACE SELLER MESSAGING
 A P N M E S S AG I N G A N D B R A N D I N G G U I D E 25

AWS Partner Network Badge

DESIGN AND USAGE GUIDELINES

The APN Badge is for APN Partners that

are Select tier and above. The APN Badge APN Logo

allows you to showcase the program

designations and the AWS Competencies Tier level
that your company holds. Use the APN Partner
APN Badge to generally promote your type
designation in the AWS Partner Network
Program and to substantiate your
capabilities in relation to the solution
Program
offering that you’re featuring. designations

NEW TIER NAME

The “Select tier” APN Badge was
launched in Spring 2019. The “Standard
tier” is now called “Select tier” on the
APN Badges. Please replace legacy
APN Badges that say “Standard tier”
throughout all assets.

For additional information regarding the

APN Badge Manager, click here.

To download this logo, follow

the instructions on page 6.

AW S P OW E R E D AW S M A R K E T P L AC E AW S CO M P E T E N C Y AW S PA R T N EER
R APN TRAINING T H E AW S AW S P R O D U C T AW S D E V I C E Q UA L I F I C AT I O N A P N C E R T I F I C AT I O N
LOGO BY AW S L O G O LOGO LOGO N E T WO R K
KBBAADDG
GEE LOGO A R C H I T E C T U R E I CO N & S E R V I C E I CO N S PROGR AM LOGO DISTINCTION BADGES

GUIDING AWS LOGOS,

LOGOS, APPROVABLE APN PARTNER AND AWS
CONTENTS RESOURCES
PRINCIPLES ICONS, AND BADGES
ICONS, AND BADGES EXAMPLES MARKETPLACE SELLER MESSAGING
 A P N M E S S AG I N G A N D B R A N D I N G G U I D E 26

AWS Partner Network Badge

DOS AND DON’TS

DON’T alter the design in any way (shape, DON’T alter the design in any way DON’T alter the design in any way (shape,
orientation, color, shading, etc.) or redesign the (shape, orientation, color, shading, etc. orientation, color, shading, etc.) or redesign the
DO use the badge as is badge on your own badge on your own

Partner
DON’T add in designations that weren’t dynamically XYZ
added in the Badge Manager
Ut wisi enim ad
minim veniam

DO create an APN Badge that contains the program DON’T use as a standalone logo without the APN DON’T put the badge on a low contrast background DON’T alter the design in any way (shape, DON’T include multiple APN Badges in a single
designations that your company holds, and are most Partner’s designation orientation, color, shading, etc.) or redesign the asset. Based on what you want to communicate to
applicable to the customers you’re trying to reach. badge on your own customers, you can use 1-5 designations on one
badge per asset.

AW S P OW E R E D AW S M A R K E T P L AC E AW S CO M P E T E N C Y AW S PA R T N EER
R APN TRAINING T H E AW S AW S P R O D U C T AW S D E V I C E Q UA L I F I C AT I O N A P N C E R T I F I C AT I O N
LOGO BY AW S L O G O LOGO LOGO N E T WO R K
KBBAADDG
GEE LOGO A R C H I T E C T U R E I CO N & S E R V I C E I CO N S PROGR AM LOGO DISTINCTION BADGES

GUIDING AWS LOGOS,

LOGOS, APPROVABLE APN PARTNER AND AWS
CONTENTS RESOURCES
PRINCIPLES ICONS, AND BADGES
ICONS, AND BADGES EXAMPLES MARKETPLACE SELLER MESSAGING
 A P N M E S S AG I N G A N D B R A N D I N G G U I D E 27

AWS Partner Network Badge

USAGE MATRIX

Reference this usage matrix to view

where you can and can’t use the APN Use of the badge Guidelines and examples
Badge within your marketing material.
Websites & Permitted. APN Partners can use the APN Badge to generally promote their See page 38.
Landing Pages designation in the AWS Partner Network Program, and to substantiate their
capabilities in relation to the solution offering that they’re featuring.

Email Marketing

Marketing Assets

Event Assets

Online Ads

Social Media Not permitted. The APN Badge may not be used in social media account images, but
may be used in a marketing asset or ad that is promoted on social media, as long as
the asset follows the design guidelines.

Promotional Items Permitted. APN Partners can use the APN Badge in promotional items to generally
promote their designation in the AWS Partner Network Program, and to substantiate See page 38.
their capabilities in relation to the solution offering that they’re featuring.

AW S P OW E R E D AW S M A R K E T P L AC E AW S CO M P E T E N C Y AW S PA R T N EER
R APN TRAINING T H E AW S AW S P R O D U C T AW S D E V I C E Q UA L I F I C AT I O N A P N C E R T I F I C AT I O N
LOGO BY AW S L O G O LOGO LOGO N E T WO R K
KBBAADDG
GEE LOGO A R C H I T E C T U R E I CO N & S E R V I C E I CO N S PROGR AM LOGO DISTINCTION BADGES

GUIDING AWS LOGOS,

LOGOS, APPROVABLE APN PARTNER AND AWS
CONTENTS RESOURCES
PRINCIPLES ICONS, AND BADGES
ICONS, AND BADGES EXAMPLES MARKETPLACE SELLER MESSAGING
 A P N M E S S AG I N G A N D B R A N D I N G G U I D E 28

APN Training Logo

DESIGN AND USAGE GUIDELINES

As official members of the APN Training

Partner program, APN Training Partners
are entitled to the exclusive use of the
APN Training Partner Logo. This logo
is representative of the integral role
that ATPs play within the AWS Partner
Network (APN), while also enabling
customers to recognize the exclusive
community of APN Partners that are
authorized to deliver AWS Training. DO use the logo to demonstrate your APN LOGO COLORS
Training Partner status if applicable for your
audience/customers RGB: 35, 47, 62
HEX: #232F3E
DO use the logo as is
RGB: 255, 153, 0
HEX: #FF9900

RGB: 35, 47, 62

HEX: #545B64

To download this logo, follow

the instructions on page 6.

AW S P OW E R E D AW S M A R K E T P L AC E AW S CO M P E T E N C Y AW S PA R T N E R A P N T R A IIN
NIIN
NGG T H E AW S AW S P R O D U C T AW S D E V I C E Q UA L I F I C AT I O N A P N C E R T I F I C AT I O N
LOGO BY AW S L O G O LOGO LOGO N E T WO R K B A D G E LOGO A R C H I T E C T U R E I CO N & S E R V I C E I CO N S PROGR AM LOGO DISTINCTION BADGES

GUIDING AWS LOGOS,

LOGOS, APPROVABLE APN PARTNER AND AWS
CONTENTS RESOURCES
PRINCIPLES ICONS, AND BADGES
ICONS, AND BADGES EXAMPLES MARKETPLACE SELLER MESSAGING
 A P N M E S S AG I N G A N D B R A N D I N G G U I D E 29

APN Training Logo

DOS AND DON’TS

As official members of the APN

Training Partner program, APN
Training Partners are entitled
to the exclusive use of the APN
DON’T remove any part of the DON’T use unapproved colors DON’T put the logo on a background with DON’T distort, skew, or put the logo
Training Partner Logo. This logo is logo and don’t use the smile part low contrast on an angle
representative of the integral role that of the logo on its own
ATPs play within the AWS Partner
Network (APN), while also enabling
customers to recognize the exclusive
community of APN Partners that are
authorized to deliver AWS Training.
We are an offical
The AWS Training Logo is an
alternative to the APN Badge on
page 25. APN Training Partners can DON’T outline the logo DON’T apply a fade effect and/or layer DON’T modify any part of the logo or DON’T add visual effects, like a drop
content over the logo design in any way (shape, orientation, shadow, to the logo
use either the logo or the badge, but color, shading, etc.)
not both at the same time.

DON’T redesign the logo on your own

AW S P OW E R E D AW S M A R K E T P L AC E AW S CO M P E T E N C Y AW S PA R T N E R A P N T R A IIN
NIIN
NGG T H E AW S AW S P R O D U C T AW S D E V I C E Q UA L I F I C AT I O N A P N C E R T I F I C AT I O N
LOGO BY AW S L O G O LOGO LOGO N E T WO R K B A D G E LOGO A R C H I T E C T U R E I CO N & S E R V I C E I CO N S PROGR AM LOGO DISTINCTION BADGES

GUIDING AWS LOGOS,

LOGOS, APPROVABLE APN PARTNER AND AWS
CONTENTS RESOURCES
PRINCIPLES ICONS, AND BADGES
ICONS, AND BADGES EXAMPLES MARKETPLACE SELLER MESSAGING
 A P N M E S S AG I N G A N D B R A N D I N G G U I D E 30

APN Training Logo

USAGE MATRIX

Reference this usage matrix to view

restrictions on where you can and can’t Use of the logo Guidelines and examples
use the APN Training Logo within your
marketing material. Websites & Permitted. APN Partners can use the APN Training Logo to differentiate themselves to See page 38.
Landing Pages customers by showcasing that they are authorized to deliver AWS Training. The AWS
Training Logo is an alternative to the APN Badge. APN Training Partners can use either
the APN Training Logo or the APN Badge, but not both at the same time.
Email Marketing

Marketing Assets

Event Assets

Online Ads

Social Media Not permitted. The APN Training Logo may not be used in social media account
images, but may be used in a marketing asset or ad that is promoted on social media,
as long as the asset follows the design guidelines.

Promotional Items Permitted. APN Partners can use the APN Training Logo to differentiate themselves to
customers by showcasing that they are authorized to deliver AWS Training. The AWS
See page 38.
Training Logo is an alternative to the APN Badge. APN Training Partners can use either
the APN Training Logo or the APN Badge, but not both at the same time.

AW S P OW E R E D AW S M A R K E T P L AC E AW S CO M P E T E N C Y AW S PA R T N E R A P N T R A IIN
NIIN
NGG T H E AW S AW S P R O D U C T AW S D E V I C E Q UA L I F I C AT I O N A P N C E R T I F I C AT I O N
LOGO BY AW S L O G O LOGO LOGO N E T WO R K B A D G E LOGO A R C H I T E C T U R E I CO N & S E R V I C E I CO N S PROGR AM LOGO DISTINCTION BADGES

GUIDING AWS LOGOS,

LOGOS, APPROVABLE APN PARTNER AND AWS
CONTENTS RESOURCES
PRINCIPLES ICONS, AND BADGES
ICONS, AND BADGES EXAMPLES MARKETPLACE SELLER MESSAGING
 A P N M E S S AG I N G A N D B R A N D I N G G U I D E 31

APN Architecture Icon

DESIGN AND USAGE GUIDELINES

The AWS Architecture Icon represents Current versions Legacy versions

the AWS Cloud in solution diagrams. This
icon, in a dark or light format, is available
for you to use in your architecture
diagrams. APN Partners should use either
of these icons and the label to indicate
their solution architecture with AWS. For light backgrounds For dark backgrounds

AWS cloud
This icon was updated in Spring 2019. Please DON’T continue to use the legacy AWS Architecture
replace the legacy version of the icon pictured Icon (replaced in 2019) in any marketing materials.
to the right.
Please phase out this logo as quickly as possible.

DON’T use the previous cloud-shaped AWS

Architecture Icon in any marketing materials.

To download these icons, follow

the instructions on page 7.

AW S P OW E R E D AW S M A R K E T P L AC E AW S CO M P E T E N C Y AW S PA R T N E R APN TRAINING TTHHEE AW

AWSS AW S P R O D U C T AW S D E V I C E Q UA L I F I C AT I O N A P N C E R T I F I C AT I O N
LOGO BY AW S L O G O LOGO LOGO N E T WO R K B A D G E LOGO AARRCCHHIITTEECCTTU
URREE IICO
CO N & S E R V I C E I CO N S PROGR AM LOGO DISTINCTION BADGES

GUIDING AWS LOGOS,

LOGOS, APPROVABLE APN PARTNER AND AWS
CONTENTS RESOURCES
PRINCIPLES ICONS, AND BADGES
ICONS, AND BADGES EXAMPLES MARKETPLACE SELLER MESSAGING
 A P N M E S S AG I N G A N D B R A N D I N G G U I D E 32

APN Architecture Icon

USAGE MATRIX

Reference this usage matrix to view

restrictions on where you can and can’t Use of the logo Guidelines and examples
use the AWS Architecture Icon within
your marketing material. Websites & Permitted. You can use the AWS Architecture Icon to represent the AWS Cloud in See page 38.
Landing Pages solution diagrams. You can use the AWS Architecture product and service icons in your
architecture diagrams, illustrations, or infographics.

Email Marketing

Marketing Assets

Event Assets

Online Ads

Social Media Not permitted. The AWS Architecture Icon may not be used in social media account
images, but may be used in a marketing asset or ad that is promoted on social media,
as long as the asset follows the design guidelines.

Promotional Items Permitted. You can use the AWS Architecture Icon in promotional items that include
See page 38.
architecture diagrams, illustrations, or infographics.

AW S P OW E R E D AW S M A R K E T P L AC E AW S CO M P E T E N C Y AW S PA R T N E R APN TRAINING TTHHEE AW

AWSS AW S P R O D U C T AW S D E V I C E Q UA L I F I C AT I O N A P N C E R T I F I C AT I O N
LOGO BY AW S L O G O LOGO LOGO N E T WO R K B A D G E LOGO AARRCCHHIITTEECCTTU
URREE IICO
CO N & S E R V I C E I CO N S PROGR AM LOGO DISTINCTION BADGES

GUIDING AWS LOGOS,

LOGOS, APPROVABLE APN PARTNER AND AWS
CONTENTS RESOURCES
PRINCIPLES ICONS, AND BADGES
ICONS, AND BADGES EXAMPLES MARKETPLACE SELLER MESSAGING
 A P N M E S S AG I N G A N D B R A N D I N G G U I D E 33

AWS Product and Service Icons

DESIGN AND USAGE GUIDELINES

Customers and APN Partners are AWS PRODUCT AND SERVICE ICONS
permitted by AWS to use these icons By utilizing the official AWS Icon set for
to create architecture diagrams. The building architectural diagrams, you will
icons are designed to be simple so find an the most up-to-date collection
that you can easily incorporate them of AWS product icons, resources, and
in your diagrams and put them in your other tools to help you build customer-
whitepapers, presentations, datasheets, focused and consistent AWS Architecture
posters or any technical material. diagrams. Access the Icon set—in both
light and dark backgrounds—on the
AWS website.

DESIGN UPDATE
The AWS Architecture Icons were
redesigned in early 2019. Please replace
legacy icons with the most up-to-date
icons as quickly as possible.

READ THE GUIDELINES

To learn how to build architectural
diagrams utilizing AWS product and
service icons, refer to the most
up-to-date resources on the
AWS Architecture Icons page.

To download these icons, follow

the instructions on page 7.

AW S P OW E R E D AW S M A R K E T P L AC E AW S CO M P E T E N C Y AW S PA R T N E R APN TRAINING T H E AW S AWSS PPRRO

AW ODDUUCCTT AW S D E V I C E Q UA L I F I C AT I O N A P N C E R T I F I C AT I O N
LOGO BY AW S L O G O LOGO LOGO N E T WO R K B A D G E LOGO A R C H I T E C T U R E I CO N & SSEERRVVIICCEE IICO
CONNSS PROGR AM LOGO DISTINCTION BADGES

GUIDING AWS LOGOS,

LOGOS, APPROVABLE APN PARTNER AND AWS
CONTENTS RESOURCES
PRINCIPLES ICONS, AND BADGES
ICONS, AND BADGES EXAMPLES MARKETPLACE SELLER MESSAGING
 A P N M E S S AG I N G A N D B R A N D I N G G U I D E 34

AWS Device Qualification Program Logo

DESIGN AND USAGE GUIDELINES

The AWS Device Qualification Program Only APN Partners that are explicitly
Logo (AWS DQP Logo) is provided to authorized in writing by AWS to
qualified qualified
device device
APN Partners participating in the AWS use the AWS DQP Logo (“AWS DQP internet of things
Device Qualification Program. Partners”) may do so. Unless you have
received written communication from
The AWS DQP Logo is intended for use AWS authorizing you to do so, you
only by eligible APN Partners wishing may not use the AWS DQP Logos.
to show that the specific APN member
product offering (“Device”) is an active The AWS Device Qualification Program
listing in the AWS Partner Device Logo is available in these languages: Amazon Kinesis Video Streams AWS IoT Core, AWS IoT Greengrass Amazon FreeRTOS
Catalog for the specific AWS service the
listing was approved for. - Chinese (Simplified)
- English
The AWS DQP Logo should be - French
shown prominently and only in direct - Japanese
association with an APN Partner’s
qualified device, not by itself without
the immediate context of qualified
device related product information.

To download this logo, follow

the instructions on page 7.

AW S P OW E R E D AW S M A R K E T P L AC E AW S CO M P E T E N C Y AW S PA R T N E R APN TRAINING T H E AW S AW S P R O D U C T AW S D E V IICCEE Q

QUA
UALLIIFFIICCAT
ATI IOONN A P N C E R T I F I C AT I O N
LOGO BY AW S L O G O LOGO LOGO N E T WO R K B A D G E LOGO A R C H I T E C T U R E I CO N & S E R V I C E I CO N S PROGR AM M LLO OGGO
O DISTINCTION BADGES

GUIDING AWS LOGOS,

LOGOS, APPROVABLE APN PARTNER AND AWS
CONTENTS RESOURCES
PRINCIPLES ICONS, AND BADGES
ICONS, AND BADGES EXAMPLES MARKETPLACE SELLER MESSAGING
 A P N M E S S AG I N G A N D B R A N D I N G G U I D E 35

AWS Device Qualification Program Logo

USAGE MATRIX

Reference this usage matrix to view

restrictions on where you can and can’t Use of the logo Guidelines and examples
use the AWS Architecture Icon within
your marketing material. Websites & Permitted. APN Partners can use the AWS Device Qualification Logo to easily tell See page 38.
Landing Pages your customers that your devices works with AWS and is listed in the AWS Partner
Device Catalog. The AWS DQP Logo should be shown prominently and only in direct
association with the qualified device, not by itself without the immediate context of
Email Marketing qualified device related product information.

Marketing Assets

Event Assets

Online Ads

Social Media Not permitted. The AWS Device Qualification Program Logo may not be used in social
media account images, but may be used in a marketing asset or ad that is promoted on
social media, as long as the asset follows the design guidelines.

Promotional Items Permitted. APN Partners can use the AWS Device Qualification Logo to easily tell
your customers that your devices works with AWS and is listed in the AWS Partner
Device Catalog. The AWS DQP Logo should be shown prominently and only in direct See page 38.
association with the qualified device, not by itself without the immediate context of
qualified device related product information.

AW S P OW E R E D AW S M A R K E T P L AC E AW S CO M P E T E N C Y AW S PA R T N E R APN TRAINING T H E AW S AW S P R O D U C T AW S D E V IICCEE Q

QUA
UALLIIFFIICCAT
ATI IOONN A P N C E R T I F I C AT I O N
LOGO BY AW S L O G O LOGO LOGO N E T WO R K B A D G E LOGO A R C H I T E C T U R E I CO N & S E R V I C E I CO N S PROGR AM M LLO OGGO
O DISTINCTION BADGES

GUIDING AWS LOGOS,

LOGOS, APPROVABLE APN PARTNER AND AWS
CONTENTS RESOURCES
PRINCIPLES ICONS, AND BADGES
ICONS, AND BADGES EXAMPLES MARKETPLACE SELLER MESSAGING
 A P N M E S S AG I N G A N D B R A N D I N G G U I D E 36

APN Certification Distinction Badge

DESIGN AND USAGE GUIDELINES

APN Certification Distinction Badges Please note that APN Certification

provide APN Partners the opportunity Distinction Badges are specifically for
to showcase their customer obsession an organization, and AWS Certification
through AWS Certification achievement. credentials are awarded to AWS
APN Partners can show how many active Certified individuals separately. If your
AWS Certifications their company has organization has achieved 50+ AWS
collectively achieved and highlight the Certifications, please reach out to your
value AWS Certification brings to their AWS representative to learn more about
customers. APN Partners are recognized the usage guidelines and to download
for achieving 50, 100, 200, 300, 400, the APN Certification Distinction Badges.
and 500 AWS Certifications within
their organization.

To download this logo, follow

the instructions on page 7.

AW S P OW E R E D AW S M A R K E T P L AC E AW S CO M P E T E N C Y AW S PA R T N E R APN TRAINING T H E AW S AW S P R O D U C T AW S D E V I C E Q UA L I F I C AT I O N A
APPNN C CE ER
RT T IIFFIICCAT
ATIIO
ONN
LOGO BY AW S L O G O LOGO LOGO N E T WO R K B A D G E LOGO A R C H I T E C T U R E I CO N & S E R V I C E I CO N S PROGR AM LOGO D
D I S T I N C T I O N B A D GGEESS
I S T I N C T I O N B A D

GUIDING AWS LOGOS,

LOGOS, APPROVABLE APN PARTNER AND AWS
CONTENTS RESOURCES
PRINCIPLES ICONS, AND BADGES
ICONS, AND BADGES EXAMPLES MARKETPLACE SELLER MESSAGING
 A P N M E S S AG I N G A N D B R A N D I N G G U I D E 37

APN Certification Distinction Badge

DESIGN AND USAGE GUIDELINES

Reference this usage matrix to view

restrictions on where you can and can’t Use of the logo Guidelines and examples
use the AWS Architecture Icon within
your marketing material. Websites & Permitted. You can use the APN Certification Distinction Badge to show how many Please reach out to your AWS
Landing Pages active AWS Certifications your company has collectively achieved. representative for usage guidelines.

Email Marketing

Marketing Assets Permitted. You can use the APN Certification Distinction Badge to show how many
active AWS Certifications your company has collectively achieved.
You can use these icons in marketing assets. This includes but is not limited to:
Brochures, leaflets, data/sales sheets, whitepapers, case studies, social media posts,
digital or printed ads, videos, or event promotions (such as event invites).

Event Assets Permitted. You can use the APN Certification Distinction Badge to show how many
active AWS Certifications your company has collectively achieved.
You can use these icons in event assets. This includes, but is not limited to: Booth
graphics, promotional items, session presentations, demos, architectural diagrams, or
in any printed or digital marketing assets (as noted above).

Online Ads Not permitted.

Social Media Not permitted.

Promotional Items Not permitted.

AW S P OW E R E D AW S M A R K E T P L AC E AW S CO M P E T E N C Y AW S PA R T N E R APN TRAINING T H E AW S AW S P R O D U C T AW S D E V I C E Q UA L I F I C AT I O N A
APPNN C CE ER
RT T IIFFIICCAT
ATIIO
ONN
LOGO BY AW S L O G O LOGO LOGO N E T WO R K B A D G E LOGO A R C H I T E C T U R E I CO N & S E R V I C E I CO N S PROGR AM LOGO D
D I S T I N C T I O N B A D GGEESS
I S T I N C T I O N B A D

GUIDING AWS LOGOS,

LOGOS, APPROVABLE APN PARTNER AND AWS
CONTENTS RESOURCES
PRINCIPLES ICONS, AND BADGES
ICONS, AND BADGES EXAMPLES MARKETPLACE SELLER MESSAGING
 A P N M E S S AG I N G A N D B R A N D I N G G U I D E 38

Approvable examples
The following pages provide examples Marketing assets include, but are not DO place your logo above AWS Icons, and DON’T put any AWS Icons next to your DON’T put the AWS Icons at the top of your
of how to apply the guidelines to your limited to: Brochures, leaflets, data/ do make your branding elements more own logo, or use ampersands, pluses, x email, or page, or above your own logo.
custom websites, landing pages, email sales sheets, whitepapers, case studies, prominent than AWS. For email, use your signs, equal signs, or any other design
DON’T design call-to-action buttons to look
marketing campaigns, and marketing social media posts, digital or printed ads, name in the subject line to make it clear the elements to denote the APN relationship.
like they came from AWS.
email is from your company.
and event assets for the following AWS videos, or event promotions (such as DON’T use both the AWS Competency
DON’T include any AWS Icons as text or in
Logos and Badges: the Powered by AWS event invites). DO consider using a white or plain Badge and the APN Badge at the same
the middle of text.
Logo, AWS Marketplace Logo, the AWS background to let your message, graphics, time on any assets. You can use one or the
Competency Logo, the APN Badge, the Event assets include, but are not limited and logos stand out. other, but not both. In addition, don’t use DON’T create an illustration using AWS
to: Booth graphics, session presentations, the APN Training Logo and the APN Badge products or service icons, and do not alter
APN Training Logo, the AWS Architecture DO be creative with your own design. Create
demos, or in any printed or digital at the same time on any assets. You can their shape or design in any way.
Icon, and the AWS Device Qualification your own icons to represent your company,
marketing assets. Please reference use one or the other, but not both.
Program Logo. products, and events. DON’T include the names or logos of other
examples on the next few pages. DON’T put the AWS Icons on top of other public clouds in promotional items at AWS-
DO reference the APN and AWS Marketplace
images (such as patterns or textures). hosted events.
Seller Messaging Guidelines on page 48
before writing copy. DON’T put the AWS Icons on a colored
background unless there is a high contrast
DO refer to “AWS” as text in copy to describe
and don’t add them more than once in
your solution in relation to AWS.
your design.

GUIDING AWS LOGOS, APPROVABLE

APPROVABLE APN PARTNER AND AWS
CONTENTS RESOURCES
PRINCIPLES ICONS, AND BADGES EXAMPLES
EXAMPLES MARKETPLACE SELLER MESSAGING
 A P N M E S S AG I N G A N D B R A N D I N G G U I D E 39

Approvable examples
WEBSITES & LANDING PAGES

Partner Partner Partner

XYZ XYZ
Home Solutions About Us Support Contact Us Home Solutions About Us Support Contact Us Home Solutions About Us Support Contact Us
XYZ

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Service Knowledge
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Service Knowledge
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sed diam nonummy nibh euismod tincidunt ut laoreet dolore nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam sed diam nonummy nibh euismod tincidunt ut laoreet dolore
magna aliquam erat volutpat. Ut wisi enim ad minim veniam, erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci magna aliquam erat volutpat. Ut wisi enim ad minim veniam,
quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo Experience Ability quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut
Experience Ability
aliquip ex ea commodo consequat. Duis autem. consequat. Duis autem. aliquip ex ea commodo consequat. Duis autem.

Training Reliability
Training Reliability

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euismod Lorem ipsum dolor sit amet, co nsectetuer adipiscing elit, sed diam nonu mm euismod Lorem ipsum dolor sit amet, co nsectetuer adipiscing elit, sed diam nonu mm euismod Lorem ipsum dolor sit amet, co nsectetuer adipiscing elit, sed diam nonu mm
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Register now Register now Register now

Data Warehouses Databases Cloud Services Data Warehouses Databases Cloud Services Data Warehouses Databases Cloud Services

Partner Home Solutions About Us Support Contact Us

Partner
XYZ XYZ
Home Solutions About Us Support Contact Us

Knowledge

Knowledge. Experience. Reliability. Knowledge. Experience. Reliability.

Service Ability
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam
nonum my nibh euismod tincidunt ut laoreet dolo re magna aliquam nonum my nibh euismod tincidunt ut laoreet dolo re magna aliquam
erat volutpat. Ut wisi en im ad minim veniam, quis nostrud exerci erat volutpat. Ut wisi en im ad minim veniam, quis nostrud exerci
tation ullamc orper suscipit lor tis nisl aliquip ex ea commodo conse tation ullamc orper suscipit lor tis nisl aliquip ex ea commodo conse
Experience Reliability
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Training
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magna aliquam erat volutpat. magna aliquam erat volutpat.

Lorem ipsum dolor sit amet, co nsectetuer adipiscing elit, sed diam nonummy nibh euismod Lorem ipsum Upcoming Events
and Webinars Lorem Ipsum Dolor Lorem Ipsum Dolor
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adipiscing elit, sed diam nonummy nibh Lorem ipsum dolor sit amet, co nsectetuer Lorem ipsum dolor sit amet, co nsectetuer
euismod Lorem ipsum dolor sit amet, co
adipiscing elit, sed diam nonummy nibh euis- adipiscing elit, sed diam nonummy nibh euis-
nsectetuer adipiscing elit, sed diam nonu
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Data Warehouses Databases Cloud Services
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dolor sit amet, co nsectetuer adyoufdsa. sit amet, co nsectetuer adyoufdsa.

GUIDING AWS LOGOS, APPROVABLE

APPROVABLE APN PARTNER AND AWS
CONTENTS RESOURCES
PRINCIPLES ICONS, AND BADGES EXAMPLES
EXAMPLES MARKETPLACE SELLER MESSAGING
 A P N M E S S AG I N G A N D B R A N D I N G G U I D E 40

Approvable examples
EMAIL MARKETING

Partner Partner Partner Partner Partner Partner

XYZ XYZ XYZ XYZ XYZ XYZ
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Partner XYZ Global Partner XYZ Global Partner XYZ Global Partner XYZ Global
amet, consectetur
adipiscing elit produkt
Partner XYZ Solution
Conference 2019 Partner XYZ Global
Conference 2019 Conference 2019 Conference 2019 Conference 2019 Workshop 2019
Month 11, 2019 | Locationhere
Month 11, 2019 | Locationhere Month 11, 2019 | Locationhere Month 11, 2019 | Locationhere Month 11, 2019 | Locationhere
Register now Month 11, 2019 | Locationhere

Dear Friends, Dear Friends, Dear Friends, Dear Friends, Dear Friends, Dear Friends,

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Event Agenda Event Agenda Event Agenda Event Agenda Event Agenda Event Agenda
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Breakout Sessions Breakout Sessions Breakout Sessions Breakout Sessions Breakout Sessions Breakout Sessions
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lingue es plu simplic e regulari quam ti del . Register now Register now Register now Register now Register now
Partner XYZ Partner XYZ Partner XYZ
Best, Best,
Best, Partner XYZ Partner XYZ
altostrat team

GUIDING AWS LOGOS, APPROVABLE

APPROVABLE APN PARTNER AND AWS
CONTENTS RESOURCES
PRINCIPLES ICONS, AND BADGES EXAMPLES
EXAMPLES MARKETPLACE SELLER MESSAGING
 A P N M E S S AG I N G A N D B R A N D I N G G U I D E 41

Approvable examples
FLYERS

Partner Partner Partner Partner Partner

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Collaborate Engage Collaborate Engage Collaborate Engage Collaborate Engage securely connect devices, gather data, Collaborate Engage
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For more information, please visit us at www.partnerxyz.com. For more information, please visit us at www.partnerxyz.com. For more information, please visit us at www.partnerxyz.com. For more information, please visit us at www.partnerxyz.com. For more information, please visit us
at www.partnerxyz.com.
For more information, please visit us at www.partnerxyz.com.

© 2019 Lorem Inc. © 2019 Lorem Inc. © 2019 Lorem Inc. © 2019 Lorem Inc. © 2019 Lorem Inc. © 2019 Lorem Inc.

GUIDING AWS LOGOS, APPROVABLE

APPROVABLE APN PARTNER AND AWS
CONTENTS RESOURCES
PRINCIPLES ICONS, AND BADGES EXAMPLES
EXAMPLES MARKETPLACE SELLER MESSAGING
 A P N M E S S AG I N G A N D B R A N D I N G G U I D E 42

Approvable examples
INVITES

Partner Partner Partner

XYZ XYZ XYZ

Lorem Ipsum Dolor Partner XYZ Lorem Ipsum Dolor Partner XYZ Lorem Ipsum Dolor Partner XYZ
GlobalConference 2019 GlobalConference 2019 GlobalConference 2019
Month 11, 2019 | Locationhere Month 11, 2019 | Locationhere Month 11, 2019 | Locationhere

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MINIM VENIAM QUIS
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Month 11, 2019 | Locationhere Month 11, 2019 | Locationhere
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Month 11, 2019 | Locationhere
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MINIM VENIAM QUIS

GUIDING AWS LOGOS, APPROVABLE

APPROVABLE APN PARTNER AND AWS
CONTENTS RESOURCES
PRINCIPLES ICONS, AND BADGES EXAMPLES
EXAMPLES MARKETPLACE SELLER MESSAGING
 A P N M E S S AG I N G A N D B R A N D I N G G U I D E 43

Approvable examples
BOOTH GRAPHICS

Partner Partner Partner Partner Partner Partner

XYZ XYZ XYZ XYZ XYZ XYZ

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www.partnerxyz.com

GUIDING AWS LOGOS, APPROVABLE

APPROVABLE APN PARTNER AND AWS
CONTENTS RESOURCES
PRINCIPLES ICONS, AND BADGES EXAMPLES
EXAMPLES MARKETPLACE SELLER MESSAGING
 A P N M E S S AG I N G A N D B R A N D I N G G U I D E 44

Approvable examples
SESSION PRESENTATIONS AT AWS EVENTS

Partner Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh Partner Partner
XYZ euismod tincidunt ut laoreet dolore magna aliquam erat volutpat.
XYZ XYZ Lorem ipsum

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GUIDING AWS LOGOS, APPROVABLE

APPROVABLE APN PARTNER AND AWS
CONTENTS RESOURCES
PRINCIPLES ICONS, AND BADGES EXAMPLES
EXAMPLES MARKETPLACE SELLER MESSAGING
 A P N M E S S AG I N G A N D B R A N D I N G G U I D E 45

Approvable examples
DEMOS

Partner Partner Partner

XYZ XYZ XYZ

100% 120
UT WISI ENIM AD MINIM VENIAM QUIS NOSTRUD EXERCI TATION
UT WISI ENIM AD MINIM VENIAM QUIS NOSTRUD ENIM AD MINIM VENIAM
10
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8
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8
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nonummy nibh euismod tincidunt ut nonummy nibh euismod tincidunt ut nonummy nibh euismod tincidunt ut 6 Data Warehouses Databases Cloud Services
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Data Warehouses Databases Cloud Services
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XYZ XYZ XYZ

100% 120 100% 120 100% 120

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Data Warehouses
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Data Warehouses Databases Cloud Services

GUIDING AWS LOGOS, APPROVABLE

APPROVABLE APN PARTNER AND AWS
CONTENTS RESOURCES
PRINCIPLES ICONS, AND BADGES EXAMPLES
EXAMPLES MARKETPLACE SELLER MESSAGING
 A P N M E S S AG I N G A N D B R A N D I N G G U I D E 46

Approvable examples
SOCIAL/SEM BANNERS

Partner Partner AWS Cloud

Partner
XYZ XYZ Amazon S3
XYZ
SSH Key bucket

Partner
Webinar
Lorem ipsum dolor sit amet
Lorem ipsum dolor Webinar: Lorem ipsum dolor sit
XYZ
amet consectetuer adipiscing elit
AWS KMS key

consectetuer adipiscing elit sit amet, consect AWS Lambda AWS Lambda

Month XX | 9:00 a.m. etuer adipiscing elit Amazon S3

output bucket Month XX | 9:00 a.m.
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Register Today
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AWS Cloud

XYZ XYZ
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AWS KMS key
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output bucket
sit amet, consec tetuer
Month XX | 9:00 a.m.

Learn More >

Register Today

GUIDING AWS LOGOS, APPROVABLE

APPROVABLE APN PARTNER AND AWS
CONTENTS RESOURCES
PRINCIPLES ICONS, AND BADGES EXAMPLES
EXAMPLES MARKETPLACE SELLER MESSAGING
 A P N M E S S AG I N G A N D B R A N D I N G G U I D E 47

Approvable examples
PROMOTIONAL ITEMS

Partner Partner Partner Partner Partner Partner

XYZ XYZ XYZ XYZ XYZ XYZ

www www www www www www

.par .par .par .par .par .par
tner tner tner tner tner tner
xyz. xyz. xyz. xyz. xyz. xyz.
com com com com com com

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Partner XYZ Partner XYZ Partner XYZ Partner XYZ Partner XYZ
www.partnerxyz.com www.partnerxyz.com www.partnerxyz.com www.partnerxyz.com www.partnerxyz.com

Lorem ipsum dolor

sit elit produkt

GUIDING AWS LOGOS, APPROVABLE

APPROVABLE APN PARTNER AND AWS
CONTENTS RESOURCES
PRINCIPLES ICONS, AND BADGES EXAMPLES
EXAMPLES MARKETPLACE SELLER MESSAGING
 A P N M E S S AG I N G A N D B R A N D I N G G U I D E 48

APN Partner and AWS Marketplace Seller messaging

GUIDELINES

Amazon Web Services is particular about our messaging and how we, our APN Partners, and AWS Marketplace Approved Language
Sellers communicate with customers. Following these guidelines for all assets and press releases will help
• Partner XYZ is collaborating with AWS to deliver XYZ solution for customers...
ensure content or collateral is approved as quickly as possible.
• XYZ and Amazon Web Services are working together to….
Referencing How You Work with AWS • The engagement with Amazon Web Services (AWS) builds on an existing relationship. Together, the
companies are providing a complete cloud services and cloud management portfolio that will give
1. Make sure it does not sound like a solution runs “in” AWS. It is more appropriate to reference that it runs
enterprise customers fast, flexible access to the cloud.
“on” AWS. Stating that something runs “in” AWS makes it sound more integrated than it actually is. Similarly,
please don’t use the word “integrated” or “integrates” to describe how your technical solution works with Not Approved Language
AWS services. You can, however, use “integrated” or “integrates” if referencing your own services and • Partner XYZ announces a strategic partnership with Amazon Web Services.
offerings from a general marketing perspective.
• The Amazon Web Services alliance with XYZ significantly extends what is already a clear and dramatic
Approved Language leadership position for both companies. No other company currently can match the flexibility and power
of this offering.
• XYZ application is designed for enterprise workloads and runs on AWS.
• Referring to AWS using the terms Private Cloud, Public Cloud, or Hybrid Cloud.
• Approved for using “Integration:” XYZ Application integrates a number of different features that help
keep your business and data secure. 3. APN Partners should not promote the use of their solutions on other cloud platforms in joint marketing
activities or in high-visibility assets used at our events, such as booth graphics, session content, in-booth
Not Approved Language demos and videos, and display ads. The focus of these assets and campaigns should be on customer
• XYZ application is designed for enterprise workloads and runs in the AWS Cloud. success with AWS Cloud. If you prefer not to refer to AWS specifically, you may reference “the cloud” or
• Not Approved for using “Integration:” Anything that describes the connection between your solution “your cloud.” Booth collateral, such as data sheets, flyers, and whitepapers, may reference all the specific
technology and AWS technologies: XYZ application is designed for enterprise workloads and integrates cloud platforms that the APN Partner’s solution runs on.
with AWS. Approved Language
2. AWS will not approve use of the terms “partners,” “partnering,” “partnership,” or “alliance” to describe the • Partner XYZ provides security integration for AWS environments.
AWS relationship. Alternative and equally effective language, such as “collaboration,” “in cooperation with,” • Visualize and report on your own cost and usage data in the cloud.
“working with,” or “relationship” is approvable.
• Partner XYZ’s solution enables management for your cloud environment.

GUIDING AWS LOGOS, APPROVABLE APN PARTNER

PARTNER AND
AND AWS
AWS
CONTENTS RESOURCES
PRINCIPLES ICONS, AND BADGES EXAMPLES MARKETPLACE SELLERMESSAGING
MARKETPLACE SELLER MESSAGING
 A P N M E S S AG I N G A N D B R A N D I N G G U I D E 49

APN Partner and AWS Marketplace Seller messaging

GUIDELINES

Not Approved Language • XYZ delivers management visibility across your on-premises (or private cloud) infrastructure and AWS.
• Solution XYZ provides the portability needed to easily move your application from AWS to another • Partner XYZ works together with AWS to help customers migrate workloads to the public cloud.
cloud. • Partner XYZ works with public cloud provider, AWS, to deliver…
4. The terms “hybrid,” “hybrid architecture,” and “hybrid cloud” may be approved, but those terms should not • XYZ solution is designed to work in private, public, and hybrid cloud environments.
be used to describe AWS. Hybrid cloud architecture is the integration of on-premises resources with Not Approved Language
cloud resources. When describing your solution related to a hybrid cloud architecture, please describe it as
• XYZ application enables you to build an AWS public cloud…
extending or connecting an on-premises environment to AWS. AWS does not approve the use of the terms
“AWS hybrid” or “AWS hybrid cloud.” • Partner XYZ helps you migrate to the AWS public cloud.
• XYZ brings additional security to your AWS public cloud environment…
Approved Language
• XYZ makes it easier to manage security in hybrid cloud environments. Referencing AWS
• XYZ delivers end-to-end visibility for hybrid architectures.
6. AWS itself as a business must not be referred to specifically as a “platform,” “gateway,” or “ecosystem” on its
• XYZ enables consistent management for your on-premises and AWS environment. own, so do not use the terms in your messaging like: “AWS platform,” “AWS gateway,” or “AWS ecosystem.”
• XYZ solution is designed to work in private, public, and hybrid cloud environments. AWS is a collection of services and appropriate terms include: solution, architecture, environment,
infrastructure, service, product, offering, community, cloud, experience, and business.
Not Approved Language
Approved Language
• XYZ application enables you to build an AWS hybrid cloud.
• XYZ makes it easier to manage security across AWS hybrid cloud environments. • Working with Partner XYZ means you’ll add additional security to your AWS Cloud solution.
• Working with Partner XYZ means you’ll add additional security to your AWS Cloud architecture.
5. The terms “public cloud,” “private cloud,” or “on-premises environment” may be approved. When using the
term public cloud, it is OK to refer to AWS as a public cloud provider, but do not label AWS specifically with • Working with Partner XYZ means you’ll add additional security to your AWS infrastructure.
the term public cloud, such as “AWS public cloud.” When referring to AWS, you should use “AWS” or Not Approved Language
“AWS Cloud.”
• Working with Partner XYZ means you’ll add additional security to your/the AWS platform.
Approved Language • Working with Partner XYZ means you’ll add additional security to your/the AWS ecosystem.
• Working with Partner XYZ means you’ll add additional security to your AWS Cloud solution. • Working with Partner XYZ means you’ll add additional security to your/the AWS gateway.
• XYZ enables enterprises to extend their on-premises environment to AWS.

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7. Referencing AWS in URLs Approved Language

Do not use “AWS” or any of the AWS trademarks within your domain name. • As an AWS Partner Network (APN) Partner, Partner XYZ can help you do XYZ.
Approved Use of AWS in a URL • As an APN Partner, Partner XYZ can help you do XYZ.
• As an APN Select Consulting Partner, Partner XYZ can help you do XYZ.
An example of permissible use within a URL would be www.PartnerXYZ-software.com/aws.
Not Approved Language
You may replace “aws” in the example above with any of the AWS Marks, so long as your usage of the
AWS Marks is accurate and does not suggest affiliation with or endorsement by AWS. • As an AWS Partner, Partner XYZ can help you do XYZ.
Not Approved Use of AWS in a URL B) APN Partner Program Designation
The URL www.PartnerXYZ-aws.com is not permissible use of the AWS brand or trademark because the APN Partner Program Designations refer to the ways APN Partners can refer to themselves after achieving
trademark is within the domain name itself. a differentiating APN Program Designation (e.g. AWS Competency, AWS Service Delivery, or AWS Managed
Service Provider designation). Note that you should not use APN in certain circumstances, such as when
Referencing the AWS Partner Network (APN) partner programs are referred to directly.
8. The APN is a global partner program for AWS. When referencing partnerships, please note that “AWS Approved Language
Partner” is not an approved term. Please review the guidelines below for approved usage of the APN or
• Partner XYZ is an AWS Storage Competency Partner.
partner program designations in your marketing content:
• Partner XYZ is an AWS Service Delivery Partner.
A) APN Partner Designations • As an AWS Managed Service Provider, Partner XYZ can help you do XYZ.
APN Partner Designations represent the different ways APN Partners can refer to themselves. Not Approved Language
APN Partners can refer to themselves, or be referenced as, an APN Partner or member of the APN, but
the first reference—depending on whether Amazon Web Services (AWS) has already been introduced in • As an APN Managed Service Provider, Partner XYZ can help you do XYZ.
the copy—should say “AWS Partner Network (APN).” After the first use, APN or AWS Partner Network are • As an APN Service Delivery Partner, Partner XYZ can help you do XYZ.
acceptable terms. • As an APN Big Data Competency Partner, Partner XYZ can help you do XYZ.
For marketing materials that are tight on space—like slides or text in graphics—“APN Program,”
“AWS Partner Network,” or “APN Partner” are acceptable terms.

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C) APN Partner Type and Tier Designations Approved Language

Partner Types represent the types of APN Partners you can become: Consulting or Technology. APN tier • AWS Well-Architected Partner
designations highlight the partners level of investment and engagement with AWS. Select and above
Not Approved Language
APN Partners can leverage tier designations. When leveraging tier designations, you must also refer to your
Partner Type. • APN Well-Architected Partner

Registered members on APN are not able to reference that they are an APN Partner. Registered means your
Referencing Competitors, Proprietary Information, and Making Claims
company has access to APN Partner Central.
10. AWS appreciates that APN Partners and AWS Marketplace Sellers also collaborate with many other
Use of “APN” is required when APN type and tier designation is referenced, e.g., APN Advanced Consulting
companies in the cloud computing industry. When referencing AWS or any other companies, refrain from
Partner, or APN Premier Consulting Partner.
making direct comparisons of products or companies, comparing companies’ strengths or weaknesses,
Approved Language or defining companies in any negative manner.
• Partner XYZ is an APN Select Consulting Partner. 11. High-visibility content at AWS events and communication vehicles should not include the names or logos
• Partner XYZ is an APN Premier Consulting Partner. of other public clouds in copy, graphics, visuals, or images. High-visibility content includes the following
assets used at AWS events: booth graphics, session content, demos and videos, and display ads. In booth
Not Approved Language
collateral, such as data sheets, flyers, and whitepapers, APN Partners may reference the specific cloud
• Partner XYZ is an APN Consulting Partner. platforms that their solutions run on.
• Partner XYZ is a Premier Consulting Partner. 12. AWS will not approve use of any sales projections, disclosure of proprietary information about Amazon or
• Partner XYZ is a Registered APN Partner. AWS, nor inclusions of the AMZN stock ticker symbol.
• Partner XYZ is an AWS Select Consulting Partner. 13. AWS will not approve statements around someone being “the best,” “the first,” “the only,” “the leader,” etc.
unless it can be clearly substantiated by 3rd-party research.
Referencing the AWS Well-Architected Partner Program, Training
Approved Language
9. APN Consulting Partners can qualify for the AWS Well-Architected Partner Program by having a
• Partner XYZ provides key capabilities for enterprise customers such as…
strong overall AWS practice, dedicating Certified Solutions Architects (Professional Level) to training to
demonstrate technical readiness, and integrating Well-Architected best practices into their business. Not Approved Language
Please review the approved guidelines below for your messaging content:
• Partner XYZ is the first to provide these capabilities for enterprise customers.

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Referencing Security Approved Language

14. Do not use statements that could insinuate that AWS or the cloud in general is not secure, not scalable, • XYZ solution will help you incorporate security best practices into your cloud migration.
not reliable, not cost effective, not accessible, not performant, etc., without the APN Partner’s or AWS • XYZ solution will help automate security and compliance processes in your organization.
Marketplace Seller’s feature, product, or benefit. Focus messaging on how your product, service, or
Not Approved Language
offering complements AWS.
• Migrating to the cloud can be a security nightmare without XYZ application.
Approved Language
• XYZ application protects organizations from the risks of cloud systems.
• XYZ application provides an added layer of encryption to the existing security of AWS.
• Partner XYZ helps you manage access and provides a consolidated view on identity types across
Referencing AWS Marketplace
your organization.
• Partner XYZ helps you leverage the elastic scalability of the cloud. 16. When referring to AWS Marketplace, always include “AWS” before Marketplace. At no time, should the
term “Marketplace” be used as a standalone term. You must always spell out AWS Marketplace in every
Not Approved Language instance it is referred. Do not abbreviate to AWS MP, AWSMP, MP, or any other variation. When referencing
• AWS isn’t secure/reliable/performant without XYZ solution. AWS Marketplace, the word “Marketplace” should always be one word and have a capital “M.”
• It’s really hard to make your AWS environment highly secure/reliable/performant without XYZ solution. 17. AWS Marketplace does not endorse any AWS Marketplace Seller, feature, product, or benefit. You may say
• Deploying applications on AWS is complex without XYZ solution. that your feature or product is available
in AWS Marketplace.
• Migrating on-premises systems to the cloud can be risky and costly; with XYZ solution those risks and
costs are no longer an issue. 18. When referring to AWS Marketplace sellers, features, products, or benefits, you must use the phrasing “in”
AWS Marketplace, not “on” AWS Marketplace.
15. When positioning security offerings, position products in ways that will enhance security for the customer.
When it comes to security, use the messaging on the Security page of the AWS Website as a guide 19. Do not use the term “3rd-party” when referring to sellers in AWS Marketplace. Instead, please use
(https://aws.amazon.com/security/). We approach security as a shared model, where we have “independent software vendors” (preferred) or “software sellers.” You can abbreviate “independent
responsibility for security in the domain we control (hypervisor, physical hardware, facilities, etc.), and the software vendors” to “ISV” as long as it’s not the first reference in the document.
customer has responsibility for securing the domain that will be in their control (guest OS and above).
Review the Shared Responsibility Model for additional information.

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Press Releases Specifically Use of AWS Trademarks in Google AdWords

We are more than happy to support our APN Partners’ press releases, with or without a quote from AWS. AWS owns and restricts trademark use by 3rd parties on all search engines where possible. However,
If a quote from AWS is requested, please contact your AWS representative for guidelines. If a quote from Advanced and Premier APN Partners can benefit from AdWords whitelisting to run ads on our trademarks.
AWS is not requested, as a courtesy, we would like to review your press release prior to going public to ensure In order for AWS to whitelist Advanced or Premier APN Partners, you will need to submit a screen shot of
consistency with AWS messaging guidelines and brand voice. Please submit the draft to your PDM. Please your search engine accounts along with your ad account ID to the AWS paid search team (aws-paid-search@
allow AWS up to 10 business days’ notice to properly review. The guidelines above apply to all marketing amazon.com) demonstrating that the following exact match keywords are placed as Negatives in the account:
assets and press releases. The guidelines below are specific to press releases. [AWS] [amazon. Web services] [a.w.s.] [amazon web services] [aws account] and [amazon – aws]. Once the
search team has received the confirmation of keyword exclusion, they will submit for the APN Partner to be
20. The release should highlight a clear call to action and the customer benefit. PR will not provide an AWS
whitelisted for TM use in ad copy.
quote for a future service or for releases that are merely stating that the two companies “will be
working together.”
General Reminders
21. DO NOT include a quote from an Amazon or AWS executive unless previously agreed upon and approved
27. Content should be relevant to the audience and highlight a clear customer benefit.
in writing by AWS.
28. Be factual and back up all claims with supporting data and sources.
22. DO NOT use the “About AWS” boilerplate. These are reserved for AWS releases only.
29. APN Partners and AWS Marketplace Sellers are responsible for obtaining approval to use logos or
23. We recommend including customer quotes in your press release submissions.
copyrighted creative material from 3rd-party companies in their marketing materials.
Regarding Content at AWS-Hosted Events 30. Content or design should not include any crude humor or inappropriate messaging that could potentially
insult AWS customers.
24. Do not use event branding (such as logos and/or text in collateral, giveaways, session content, or any
event materials.) You can use assets provided by AWS (if available), and the event name in general to
promote your booth or session at the event.
25. Do not include any recruitment messaging in your collateral, giveaways, session content, or any other
event materials.
26. Do not add any stickers, sticky notes, or any other decals to event collateral, giveaways, or any other
event materials.

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Referencing AWS Service Names First use Second use 32. The following service names must
Use the full service name on first use in most marketing Use after the full name on second use. If clarity is needed,
content, and for guide names in technical documentation. reuse the full name. always be used in full.
31. All references to AWS services need to use accurate branding and legally approved Blog posts, slides, graphics, and social media assets short
Amazon Chime
names in text and diagrams. on space can use the approved short form (in Second use
column) on first use. AWS Cloud9
AWS Cloud Map
Amazon Web Services (AWS)* AWS
AWS CodeStar
For the most up-to-date product and service icons, which should always be Amazon API Gateway API Gateway
Amazon Cognito
Amazon Athena Athena
accompanied by the appropriate service name, reference the AWS Simple Icons page. Amazon Comprehend
Amazon Aurora Aurora
AWS Config
Amazon Connect Amazon Connect
AWS IoT 1-Click
Amazon CloudFront CloudFront
Amazon Lex
Amazon CloudWatch CloudWatch
Amazon Machine Learning (Amazon ML)
Amazon WorkDocs Amazon WorkDocs
Amazon Redshift
Amazon Elastic Block Store (Amazon EBS) Amazon EBS
AWS DeepRacer
Amazon Elastic Compute Cloud (Amazon EC2) Amazon EC2
Amazon FreeRTOS
Amazon ElastiCache ElastiCache
AWS Glue
Amazon GameLift GameLift
Amazon Inspector
AWS Certificate Manager (ACM) ACM
AWS IoT Core
AWS CloudFormation CloudFormation
AWS IoT Analytics
AWS CloudTrail CloudTrail
Amazon Pinpoint
AWS CodeDeploy CodeDeploy
Amazon Polly
AWS CodePipeline AWS CodePipeline
Amazon QuickSight
AWS Command Line Interface (AWS CLI) AWS CLI
Amazon Personalize
AWS Identity and Access Management (IAM) IAM
AWS IoT Device Defender
AWS Key Management Service (AWS KMS) AWS KMS
AWS IoT Device Management
AWS Lambda Lambda
AWS IoT Things Graph
AWS Management Console the console
AWS RoboMaker
AWS Security Token Service (AWS STS) AWS STS
Amazon SageMaker
Elastic Load Balancing ELB
Amazon Textract
Amazon Redshift Amazon Redshift
Amazon Transcribe
Amazon Relational Database Service (Amazon RDS) Amazon RDS
Amazon Simple Notification Service (Amazon SNS) Amazon SNS AWS Transit Gateway
Amazon Translate
Amazon Simple Storage Service (Amazon S3) Amazon S3
Amazon MQ
Amazon Virtual Private Cloud (Amazon VPC) Amazon VPC
Amazon Rekognition

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Additional resources
Overview of Marketing and Branding Resources
https://aws.amazon.com/partners/logo-guidelines

AWS Trademark Guidelines

https://aws.amazon.com/trademark-guidelines

Refer to the AWS website for accurate service name branding

https://aws.amazon.com/getting-started/products/

Refer to the AWS Architecture Icons page for the most up-to-date product
and service icons
https://aws.amazon.com/architecture/icons/

Please visit APN Marketing Central to

• Access high-resolution logo files
• Access quick-and-easy marketing tools that enable youto generate demand
for your solutions on AWS
https://aws.amazon.com/partners/apn-marketing-central/

AWS Marketplace Seller Go-to-Market Guide

https://s3.amazonaws.com/awsmp-loadforms/AWS_MP_GTM_ProgramGuide.pdf

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