v1.6.4 aps branding guideline

Brand bookUpdated on 10 November 2019

"Our brand is more than a logo. It is what people feel about us and say about our business when we are not in the room."

- Jeff Bezos

Amazon Payment Services 1

Our Promise

Brand Pillars

Tone of voice

Brand Elements

- Logo

- Color

- Tone of Voice

- Composition

- Typography

- Illustration

- Iconography

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Reach out to the brand team with questions Amazon Confidential, ©2019, Amazon.com or its affiliates. All rights reserved

Table of contents

Our Promise

To make payments smarter, reliable and safe for every business.We make payments smarter for every business by transforming the payment experience with innovations and the use of new technology to solve payment problems.

We take every opportunity to empower you to unlock your full business potential and focus more on your customers. We want you to do more with our technology.


Our Brand PillarsTo make payments smarter, reliable and safe for every business.

Innovation Investing in new payment innovation and use the latest technology to unlock new opportunities and empower our merchants. We want to utilize Amazon innovative technology such as AWS, Data storage, security systems, the marketplace, etc. and extend it to our merchants and their customers.

Payments experienceWe want to focus on our merchant trust by providing their customers with smart but simple checkout experience, make security the utmost priority for our merchants and customers, and lastly, to trust us and rely on our secure systems.

Empowering our merchantsWe want to empower our merchants by extending our Amazon innovative technology and transform their business by investing in new technologies and innovations to improve experiences, productivity, minimize operational expenses, and enhance competitive advantage.

KnowledgeGive industry insights to help our merchant grow faster.


Tone of voice

Inspiring, simple, authentic and informative…

We should always inspire our merchants to succeed by telling real success stories. Our tone of voice should be honest, simple and direct. We should always use our expertise to help ourmerchants succeed.


Brand ElementsBrand elements have lot of strategic importance in branding. Designers and marketers should take responsibility in maintaining the unique brand elements. These elements provide the brand with a powerful identity at a time when features and attributes are increasingly becoming common.


Logo

Iconography

Typeface

Colors

Tone & Voice

Illustrations

Composition

Photography

Animation


LogoPrimary logo



Logo Secondary logo



Logo Color variation

The logotype should always contrast with the background. There are 2 versions of the logotype to ensure simplicity and readability in all printing processes and digital needs.

Negative one-color logoWhen there are a limited number of colors available for reproduction, or the quality of colors is questionable, choose the monochrome version. No other colors besides black or white should be used.


Positive two-color logoThe full color — positive logotype is considered the preferred version, and should be used wherever possible.


Logo Clearspace

Whenever you use the logo, it should be surround with clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone. Clear space is based upon the bold letter ‘o’ in the logo. Horizontal space required is the full width of the ‘o’ on either side. Vertical space required is half the height of the ‘o’ above and below for maximum readibility and impact.


Primary Logo

Secondary Logo


Logo Scale

To preserve readibiliity, the logotype should never be printed smaller than 100px in wide and should never appear at lessthan 75 pixels in digital formats.


100px

150px

200px 200px

150px

100px


Logo Placement The logo placement depends on the type of communication and use.

Bottom leftTop centerTop left

Built for every business

You focus on your business and we will take care of your payments.







LogoGuidance


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

Restrict to the approved colors Dont use different fonts


ColorsPrimary & Accent colors

Our colors are important to us as the logo itself. They’re part of the brand’s personality. We have established three primary colors: White, Squid Ink and Green.

These colors are used to provide simplicity and consistency in our communications.

Primary Colors

Accent Colors

#FFFFFF

#242E3D

#56B547



ColorsSecondary colors

The secondary color palette is used for the Fort backoffice and website to identify different section and reports. Secondary colors are used sparingly, if at all, in marketing materials.

#AED136

#F7CB16

#33C6F4

#F37576

#BAD5E5

#EDF4FB

#FFFFFF



ColorsGradient colors

The grandient colors is used primarily for the illustration background if necessary. Gradient colors are used sparingly, if at all, in marketing materials.



ColorsUsage Proportions

The colors should be used in moderation. When applying colors to your design try to stick to max three primary colors in yourcolor scheme to maintain balance.

60–30–10 Rule Always use the 60 - 30 - 10 design rule that can help you achieve balance in your colors and the composition. This formula works because it creates a sense of balance and allowsthe eye to move comfortably from one focal point to the next.

60%

30%

10%

Built for everyonline business.

You focus on your business,we take care of your payments.



ColorsColor Guidance


Improper use of colors in the compositions Overlay color effects

Do not cover surfaces with Accent Green Using too many colors

Text should never be colored

Built for everyonline business.


Tone of voice

Inspiring, simple, authentic and informative…


Write like this...

Expand your business with local payment options and reach more customers

Provide your customers with an immediate feeling of familiarity and convenience with local payment methods and increase a positive relationship with customers.

Not like this...

Localized Payments

Enable your customers with the ease of using local payment methods to pay for their online purchases anytime and anywhere.

Layout & CompositionOverview

Our design compositions are simple and focus strongly on focal point. We want our designs to commuicate the information clearly andeffectively to our viewers.

Based on Layouts and Grid elements we have created design systemthat is flexible and easy to apply.



Layout & CompositionLayout variations

1. Regular 2. Full Bleed

Download template or checkout how to construct Download template or checkout how to construct

We have four frame variants. Content and format dictates the which layout to use.



Layout & CompositionLayout variations

3. Split Right 4. Split Left

We have four frame variants. Content and format dictates the which layout to use.



Typography


Amazon Ember Display Light

Amazon Ember Display Regular

Amazon Ember Display Medium

Amazon Ember Display Bold

Amazon Ember Display Heavy


Typography


Amazon Ember Display LightAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz1234567890!@#$%^&*()

Amazon Ember Display RegularAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz1234567890!@#$%^&*()

Amazon Ember Display MediumAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz1234567890!@#$%^&*()

Amazon Ember Display Bold AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz1234567890!@#$%^&*()

Amazon Ember Display HeavyAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz1234567890!@#$%^&*()


Typography Pairing


BoldHeader

RegularBody text

MediumHeader

LightBody text

HeavyHeader

MediumBody text

Option 1 Option 2 Option 3


TypographyHierarchy


Give your customers the flexibility to pay in easy monthly installments

Installments is a simple, flexible, and secure payment experience with installment you can offer monthly payment plans to your customers and connect tomultiple banks through one single terminal.

HeadlineDouble Body text font size 1.0/ 100% leading0 tracking

Body text1/2 of Headline font size 1.0/ 100% leading0 tracking


IllustrationSimple and minimal visual elements

We don’t want our visual elements or illustrations to look generic. As a brand we want to continue embrace design centric approach and to make imagery more personalized and relatable.


Object Illustration Icon Illustration

They are primarily optimized for emailor to accompany bullet/benefit points

Used in accompany text, but not aslarge as a feature illustration.

Paired with content to easilyunderstood.


IllustrationConstruction

Illustrations are created using basic geometry shapes for representation of knowledge. They are often used to assist with understanding complex information.

Tips for designing illustrations

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

• Use the secondary colors scheme.

• Use the grid structure

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



IllustrationGuidance

• Do not use more than three colors in a single composition

• Do not use stokes

• Do not use gradient for illustration except for background

• Do not use blend colors



Icongraphy & Badges

Icons Badges



Simple, light and friendly, they communicate the core idea or component of the brand. While each icon is visually distinct, all icons should have consistent lineweights and visual style.

Badges are service icons. APS has an array of services under its brand. The primary objective of having badges is to focus on the specific service or product and make the service recognizable for our customers. The Badge is part of the branding and should not be modified. When creating a badge for a new service, the designer should focus on the key features and its usefulness. The Badge can reflect the literal meaning of the service, function,or benefit to the customer.

IcongraphyConstruction

All icons should be drawn on a 32x32px grid frame, with a 1px stroke width for outlines. Each frame includes keylines and a one pixel padding on all sides as guidance. However, it’s acceptable to go beyond the padding or off the key lines if doing so improvesthe optical balance of the icon.

Icons

Download Template

How to construct



BadgesConstruction

When creating a badge for a new service, the designer should focus on the key features and its usefulness. The Badge can reflect the literal meaning of the service, function, or benefit to thecustomer.



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

Use simple line icon as an idea to represent the service or benefit

Finalize the badge using the highlight/shadow shade of the same color. By keeping white space around

you can visually enhance the icon.

Create a ribbon from 14px line using any one color from

secondary palette.

THANK YOU

v1.6.4 aps branding guideline

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