AWS Partner Network (APN) Marketing Toolkit

AWS Partner Network (APN)
Marketing Toolkit
Updated July, 2018

© 2018 Amazon Inc. All rights reserved. AWS and the AWS logo are trademarks of Amazon.com, Inc. or its affiliates.
AWS Partner Network (APN) Marketing Toolkit
Guidelines for Creating Marketing Materials with Amazon Web Services (AWS)
This toolkit is intended as guidance for use by eligible APN Partners that are Standard 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.
Note: RGB colors
2
Table of Contents
Guiding Principles 4
AWS Logos, Icons, and Badges – Overview 5
AWS Logo: Design & Usage Guidelines 7
Powered by AWS Logo: Design & Usage Guidelines 17
AWS Partner Network Badge: Design & Usage Guidelines 19
AWS Marketplace Logo: Design & Usage Guidelines 22
AWS Architecture Icon: Design & Usage Guidelines 26
APN Certification Distinction Badges: Design & Usage Guidelines 37
Press Release Messaging Guidelines 39
APN Partner and AWS Marketplace Seller Messaging Guidelines 40
General Co-Marketing Guidelines and Additional Resources 45
3
Guiding Principles
Be Customer Obsessed. Invent and Simplify.

Use a clean, simple design on all your marketing collateral. Don’t overwhelm
the customer with unnecessary visuals or content. Ensure the content
and presentation will resonate with your customer’s needs.
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, and online ads.
4
AWS Logos, Icons, and Badges – Overview
When choosing an AWS Logo, Icon, or Badge for your marketing communications,
please follow the instructions provided on the following two pages.
AWS Logo Powered by AWS Logo AWS Marketplace Logo

The AWS Logo may be used to communicate You can display the Powered by AWS Logo to let You can use the AWS Marketplace Logo to tell
that your company creates solutions on AWS your customers know that your application is built your customers that your software runs on AWS
and/or provides services in connection with the on the same reliable, scalable infrastructure used and is available in AWS Marketplace. Follow the
use of AWS. Specific requirements apply for to power Amazon.com’s global web properties. design guidelines on page 22.
use of the AWS Logo. Follow the guidelines and Follow the guidelines and examples on page 17.
Download the AWS Marketplace Logo:
examples on page 7.
Download the Powered by AWS Logo: https://docs.aws.amazon.com/marketplace/
Contact your AWS Representative: https://aws.amazon.com/co-marketing latest/userguide/MarketingGuidance.html
The use of the AWS Logo in marketing material #using-the-aws-marketplace-logo
is highly restricted, and in most cases, requires pre-
approval. Reach out to your AWS representative
for more information, or to get access to the
most up-to-date logo files.
Before using any AWS Marks*, please read and follow the AWS Trademark Guidelines: https://aws.amazon.com/trademark-guidelines/
*AWS Marks are defined in Section 2 of the AWS Trademark Guidelines.
5
AWS Logos, Icons, and Badges – Overview
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https://aws.amazon.com/partners/logo-guidelines/
the usage guidelines and to download the APN Program, or specific AWS Competencies. Use the and examples on page 26.
Certification Distinction Badges. Follow the APN Badge to generally promote your designation
https://aws.amazon.com/partners/logo-guidelines/
Download the AWS Architecture Icon:
guidelines and examples on page 37. in the AWS Partner Network Program and to
https://aws.amazon.com/architecture/icons/
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Learn more:
solution offering that you’re featuring. Follow
https://aws.amazon.com/partners/
the guidelines and examples on page 19.
apn-certification-distinction/.
Download the APN Badge:
Log in to APN Partner Central and select the Badge
Manager link on the left menu to get started:
https://partnercentral.awspartner.com/SiteLogin
Before using any AWS Marks*, please read and follow the AWS Trademark Guidelines: https://aws.amazon.com/trademark-guidelines/
*AWS Marks are defined in Section 2 of the AWS Trademark Guidelines.
6
AWS Logo: Design & Usage Guidelines
The use of the AWS Logo in marketing materials is highly restricted. Please reference the usage matrix on
page 10 to view restrictions on where you can and can’t use the AWS Logo within your marketing material.
Color
Use the AWS Logo in one of the provided
color combinations. The two-color versions
are preferred. In cases where color needs to be
Color – Squid ink
Type – Custom Ember Display restricted, the one-color logos are acceptable.
Do not change the font.
Choose the color option with the highest
contrast.
Color – Amazon Orange
Squid ink is our primary dark color. Black
versions of the AWS Logo are also available.
The black AWS Logo should only be used in
cases where maximum contrast is needed or
the use is primarily black and white.
Clear Space
The clear space is based on the letter “a” in the
AWS Logo. Horizontal and vertical space requires
the full height and width of the “a” on either side,
as shown.
Minimum Size
The AWS Logo must be no smaller than 0.75 inches
wide for print, 100 pixels for 1x resolution screens
or 200 pixels for 2x resolution screens.
To learn more about access to the AWS Logo: Please reference page 5. 7
AWS Logo Restrictions

To maintain brand integrity, do not alter
the AWS Logo. The available versions of the
AWS Logo will work for most scenarios. If you
still have questions, or encounter a scenario
DO NOT use unapproved colors DO NOT outline the AWS Logo DO NOT disproportionately
resize the AWS Logo
not covered in these guidelines, contact your
AWS Representative for assistance.
DO NOT remove any part of the DO NOT use a registered DO NOT change the font of the
AWS Logo trademark symbol AWS Logo
DO NOT use the AWS Logo in a DO NOT add visual effects to DO NOT modify any part of
sentence or within text the AWS Logo, like a drop shadow the AWS Logo
DO NOT distort, skew, or put the DO NOT layer content over

AWS Logo on a angle the AWS Logo
AWS Logo Restrictions

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 Logo needs to be clear, without any
DO NOT place the AWS Logo on a DO NOT put the AWS Logo over DO NOT put the AWS Logo on a
background that makes any part imagery that is visually busy and background that has low contrast visual distraction.
of the AWS Logo disappear makes the logo difficult to read
Use the preferred two-color AWS Logo When using a background image, Choose the light AWS Logo to ensure
on appropriate contrasted backgrounds ensure that there’s appropriate high contrast on a dark background
contrast
Chose the two-color AWS Logo to ensure Choose the dark AWS Logo to ensure Choose the appropriate dark or light
high contrast on a light background high contrast on a light background AWS Logo to ensure high contrast on
a medium background
AWS Logo Usage Matrix
The use of the AWS Logo in marketing materials is highly restricted. Note: RGB colors
Please reference the usage matrix below, and the marketing examples on the following pages, to
view restrictions on where you can and can’t use the AWS Logo within your marketing material.
Guidelines and Examples for

Use of the AWS Logo Use of the AWS Logo
Websites & Landing Pages Permitted. The AWS Logo may be used to communicate that your company creates solutions Follow the design guidelines and usage
on AWS and/or provides services in connection with the use of AWS. Any other use of the AWS examples on page 11.
Logo requires express permission from AWS.
Email Marketing Permitted. The AWS Logo may be used to communicate that your company creates solutions Follow the design guidelines and usage
on AWS and/or provides services in connection with the use of AWS. Any other use of the AWS examples on page 11.
Logo requires express permission from AWS.
Marketing Assets Permission required. You may refer to “AWS” in your copy when describing your solutions, but Follow general design guidelines on page 13.
permission is required to use the AWS Logo in marketing assets. This includes, but is not limited to:
Brochures, leaflets, data/sales sheets, white papers, case studies, or event promotions (such as ads
or event invites).
Permission is highly restricted and will only be approved/permitted if you’re participating in a

co-branded campaign. Please reach out to your AWS representative to learn more.
Event Assets Permission required. You may refer to “AWS” in your copy when describing your solutions, Follow general design guidelines on page 14.
but permission is required to use the AWS Logo 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).
Permission is highly restricted and will only be approved/permitted if you’re participating in a

co-branded campaign. Please reach out to your AWS representative to learn more.
Online Ads Permission required. You may refer to “AWS” in copy when describing your solutions, Follow general design guidelines on page 16.
but it’s not permitted to use the AWS Logo without express permission from AWS.
Social Media Not permitted. You may refer to “AWS” in copy when describing your solutions. Follow general design guidelines on page 12.
Promotional Items Not permitted. You may refer to “AWS” in your copy when describing your solutions. Follow general design guidelines on page 12.
The AWS Logo: Websites, Landing Pages, & Email Marketing
This page provides examples of how to apply the guidelines to your websites, landing pages, and email marketing campaigns.Note: RGB colors
DO use the AWS Logo in websites, landing pages,

and email campaigns.
DO place your logo above the AWS Logo, and do
make your branding elements more prominent than
AWS. For email, use your name in the subject line to
make it clear the email is from your company.
DO be creative with your own design. Create your own
icons to represent your company, products, and events.
DO put your icons and logos on a plain background.
DO showcase your value-add as an APN Partner.
DO reference the APN and AWS Marketplace Seller
Messaging Guidelines on page 40 before writing copy.
DON’T put the AWS Logo next to your own logo. If

you need to put AWS branding next to yours, use the
approved APN Badge (page 19) or the Powered by
AWS Logo (page 17), allow sufficient white space
around it, and don’t use ampersands, pluses, X signs,
equal signs, or any other design elements to denote
the APN relationship.
DON’T put the AWS Logo or Icons on top of other
images (such as patterns or textures). Do not use AWS
Icons as decoration, or alter their shape.
DON’T put the AWS Logo or Icons on a colored
background, or add them more than once in your design.
DON’T put the AWS Logo at the top of your email,
or page, or above your own.
DON’T place your logo lower on the page than the
AWS Logo.
DON’T design call-to-action buttons to look like
they came from AWS.
The AWS Logo: Social Media & Promotional Items
The use of the AWS Logo in social media and promotional items is not permitted. Note: RGB colors
DO make your branding elements prominent.

DO use the copy “AWS” to describe your solution
in relation to AWS.
DO create a unique design to make your
company stand out.
DO put your icons and logos on a plain background
for best readability.
DON’T imply that your social post is endorsed

by AWS.
DON’T use the AWS Logo on any promotional
items. You can use the AWS Partner Network
Badge (page 19), the Powered by AWS Logo
(page 17), the AWS Architecture Icon (page 26),
or AWS Marketplace Logo (page 22).
DON’T create an illustration using AWS products
or service icons.
DON’T use logos or copyrighted creative material
from 3rd-party companies without approval.
DON’T include the names or logos of other
public clouds in promotional items at AWS-
hosted events.
DON’T include any crude humor or inappropriate
messaging that could potentially insult AWS
customers.
The AWS Logo: Marketing Assets
You may refer to “AWS” in your copy when describing your solutions, but permission is required to use the Note: RGB colors
AWS Logo in marketing assets. This includes, but is not limited to: Brochures, leaflets, data/sales sheets,
white papers, case studies, or event promotions (such as ads or event invites).
As an alternative, you can use the Powered by AWS Logo, the APN Badge, the AWS Marketplace Logo,
or the AWS Architecture Icon within your AWS marketing assets. Please reference page 34 to learn more.
DO make the design creative to reflect your company branding.

DO use your own icons and logos to represent your company,
products, or events.
DO refer to “AWS” as text in copy to describe your solution in
relation to AWS.
DO follow the messaging guidelines outlined at the end of
this toolkit.
DON’T use the AWS Logo on marketing assets without explicit

permission. Permission is highly restricted, and will only be
approved/permitted if you’re participating in a co-branded
campaign. Please reach out to your AWS representative to
learn more.
DON’T use AWS Logos as words in a sentence.
DON’T pull logos off the AWS website and use in your collateral.
DON’T include any crude humor or inappropriate messaging that
could potentially insult AWS customers.
DON’T claim that your company is “the best,” “the first,” “the
only,” “the leader,” etc. unless it can be clearly substantiated
by 3rd-party research.
DON’T include the names or logos of other public clouds in
promotional items at AWS-hosted events.
The AWS Logo: Event Assets
Permission is required to use the AWS Logo in event assets, such as: Booth graphics, session presentations, Note: RGB colors
demos, architectural diagrams, promotional items, or in any printed or digital marketing assets.
Please reference examples on this and the next page.
DO place your logo prominently, and put your logos and icons on a plain Booth Graphics
background for best readability.
DO use the copy “AWS” to describe your solution in relation to AWS.
DO create a unique design to make your company stand out.
DO remember that APN Partner-led events must be clearly branded and
messaged as events delivered by an APN Partner.
DO reference the APN Partner and AWS Marketplace Seller Messaging
Guidelines on page 40 before writing the copy for your booth graphics.
DO use the AWS Architecture Icon in architectural diagrams instead of
the AWS Logo. Reference page 26 for additional details.
DON’T use the AWS Logo on booth graphics, presentations, user interfaces,
demos, architectural diagrams, or promotional items without explicit permission.
In most cases, it’s not allowed to use the AWS Logo on any event assets, whether
hosted by AWS or an APN Partner.
DON’T use “Amazon,” “Amazon Web Services,” or “AWS” in the name of the
event in any way so that it appears that the event is an AWS event.
DON’T claim that your company is “the best,” “the first,” “the only,” “the leader,”
etc. unless it can be clearly substantiated by 3rd-party research.
DON’T include the names or logos of other public clouds in booth graphics
at AWS-hosted events.
DON’T create an illustration using AWS Icons.
DON’T use logos or copyrighted materials from 3rd-party companies
without approval.
The AWS Logo: Event Assets
Permission is required to use the AWS Logo in event assets, such as: Booth graphics, session presentations,
Note: RGB colors
demos, architectural diagrams, promotional items, or in any printed or digital marketing assets.
Follow general design guidelines on the previous page.
Virtual Demos Promotional Items
Session Presentations
The AWS Logo: Online Ads
You may refer to “AWS” in your copy when describing your solutions, Note: RGB colors
but permission is required to use the AWS Logo in online ads.
DO use simple language. DON’T use the AWS Logo in online ads without explicit permission.
DO use a white background to let your message, graphics, and logos Permission is highly restricted, and will only be approved/permitted
stand out. if you’re participating in a co-branded campaign. Please reach out to
your AWS representative to learn more.
DO have a clear, concise, and prominent call-to-action.
DON’T bury your prospect’s next steps with too many calls-to-action.
DO make the design creative and reflect your company.
DON’T overwhelm your prospect with multiple images or colors, and
DO refer to “AWS” as text in copy to describe your solution in relation do not use AWS Icons to create an illustration.
to AWS.
DON’T use technical jargon.
DO reference the APN Partner and AWS Marketplace Seller Messaging
Guidelines on page 40 before writing the copy for your online ad. DON’T claim that your company is “the best,” “the first,” “the only,” “the
leader,” etc. unless it can be clearly substantiated by 3rd-party research.
Powered by AWS Logo: Design & Usage Guidelines
The Powered by AWS Logo is intended for use by customers to promote their product, application, or
service within the growing AWS community and leverage the AWS brand to impart a sense of dependability
and reliability to the solutions. APN Partners that are AWS customers (e.g., APN Partners running their SaaS
offering on AWS) may use the “Powered by AWS” Logo in accordance with the Co-Marketing Guidelines.
Refer to the AWS Co-Marketing Guidelines (https://aws.amazon.com/co-marketing/) for more details.
Color
Use the Powered by AWS Logo in one of these
color combinations. The two-color versions are
preferred. In cases where color needs to be
Two-color Version restricted, the one-color logos are acceptable.
Choose the color option with the highest
contrast.
Squid Ink Version
Black Version
Download the Powered by AWS Logo: Please reference page 5. 17

The Powered by AWS Logo Usage Matrix
Reference the usage matrix below to view restrictions on where you can and
can’t use the Powered by AWS Logo within your marketing material.

Use of the Powered by AWS Logo Use of the Powered by AWS Logo
Websites & Landing Pages Permitted. APN Partners can use the Powered by AWS Logo on websites or landing pages Follow the design guidelines and usage
to showcase that their solution or application is built on AWS. examples on page 29.
Email Marketing Permitted. APN Partners can use the Powered by AWS Logo within email marketing campaigns Follow the design guidelines and usage
to showcase that their solution or application is built on AWS. examples on page 30.
Marketing Assets Permitted. APN Partners can use the Powered by AWS Logo in marketing assets to showcase Follow the design guidelines and usage
that their solution or application is built on AWS. Marketing assets include, but are not limited to: examples on page 34.
Brochures, leaflets, data/sales sheets, white papers, case studies, or event promotions (such as ads
or event invites).
Event Assets Permitted. APN Partners can use the Powered by AWS Logo to showcase that their solution Follow the design guidelines and usage
or application is built on AWS. examples on page 32.
You may use the Powered by AWS Logo 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 Permitted. APN Partners can use the Powered by AWS Logo to showcase that their Follow the design guidelines and usage
solution or application is built on AWS. examples on page 35.
Promotional Items Permitted. APN Partners can use the Powered by AWS Logo in promotional items to Follow the design guidelines and usage
showcase that their solution or application is built on AWS. examples on page 36.
Download the Powered by AWS Logo: Please reference page 5. 18

AWS Partner Network Badge: Design & Usage Guidelines
The APN Badge is for APN Partners that are Standard Tier and above. The APN Badge allows you
to showcase the program designations and the AWS Competencies that your company holds.
Use the APN Badge to generally promote your designation in the AWS Partner Network Program
and to substantiate your capabilities in relation to the solution offering that you’re featuring.
APN Logo
Tier level
Partner type
Program designations
For additional information regarding the APN Badge Manager, visit the following:
https://aws.amazon.com/blogs/apn/how-to-use-the-new-apn-badge-manager/
Download the AWS Partner Network Badge: Please reference page 6. 19
AWS Partner Network Badge: Design & Usage Guidelines
Leverage the APN Badge on any of your marketing assets such as: Brochures, leaflets,
data/sales sheets, white papers, case studies, or event promotions (such as ads or event invites).
For AWS Events: Booth graphics, promotional items, session presentations, or demos.
DO use the badge as is.

DO create an APN Badge that contains your
company’s program designations.
DO create an APN Badge that contains the
applicable program designations that your
company holds, and that support the context
of your marketing program that you want to
communicate for your marketing context.
DON’T use as a standalone logo

without the APN Partner’s designation.
DON’T alter the design in any way
(shape, orientation, color, shading, etc.)
DON’T put the badge on a low contrast
background.
DON’T redesign the badge on your own.
DON’T add in designations that weren’t
dynamically added in the Badge Manager.
DON’T change the transparency of
the badge.
DON’T include multiple APN Badges in a
single asset. Based on what you want to
communicate to readers, you can use
1-5 designations on one badge per asset.

AWS Partner Network Badge Usage Matrix
Reference the usage matrix below to view where you can
and can’t use the APN Badge within your marketing material.

Use of the AWS Partner Network Badge Use of the AWS Partner Network Badge
Websites & Landing Pages Permitted. APN Partners can use the APN Badge to generally promote their designation in the Follow the design guidelines and usage
AWS Partner Network Program, and to substantiate their capabilities in relation to the solution examples on page 29.
offering that they’re featuring.
Email Marketing Permitted. APN Partners can use the APN Badge to generally promote their designation in the Follow the design guidelines and usage
Marketing Assets Permitted. APN Partners can use the APN Badge in marketing assets to showcase that Follow the design guidelines and usage
their solution or application is built on AWS. Marketing assets include, but are not limited to: examples on page 34.
Brochures, leaflets, data/sales sheets, white papers, case studies, or event promotions (such as
ads or event invites).
Event Assets Permitted. APN Partners can use the APN Badge to generally promote their designation in the Follow the design guidelines and usage
You may use the APN Badge 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 Permitted. APN Partners can use the APN Badge to generally promote their designation in the Follow the design guidelines and usage
Promotional Items Permitted. APN Partners can use the APN Badge to generally promote their designation in the Follow the design guidelines and usage

AWS Marketplace Logo: Design & Usage Guidelines
You can use the AWS Marketplace Logo to tell your customers that
your software runs on AWS and is available in AWS Marketplace.
Color
Use the AWS Marketplace Logo in one of the
provided color combinations. The multi-color
versions are preferred. In cases where color
needs to be restricted, the one-color logos are
acceptable. Choose the color option with the
highest contrast.
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 only black and white.
Download the AWS Marketplace Logo: Please reference page 5. 22

AWS Marketplace Logo Restrictions

To maintain brand integrity, do not alter the
DO NOT use unapproved colors DO NOT outline the logo DO NOT disproportionately AWS Marketplace Logo. There are versions of the
resize the logo
AWS Marketplace Logo available that will work
for most scenarios. If you still have questions,
or encounter a scenario not covered in these
aws marketplace guidelines, contact your AWS Marketplace
representative for assistance.
DO NOT remove any part of the logo DO NOT use a registered DO NOT re-typeset the logo
trademark symbol
DO NOT use the logo in a sentence DO NOT add visual effects to the logo, DO NOT modify any part of the logo
or within text like a drop shadow
DO NOT distort, skew, or put the logo DO NOT layer content over the logo
on a angle

AWS Marketplace Logo Restrictions

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 clear,
DO NOT place the logo on a DO NOT put the logo over imagery DO NOT put the logo on a background without any visual distraction.
background that makes any part that is visually busy and makes the that has low contrast
of the logo disappear logo difficult to read
Use the preferred multi-color logo When using a background image, Choose the light logo to ensure
on appropriate contrasted backgrounds ensure that there’s appropriate contrast high contrast on a dark background
Chose the multi-color logo to ensure Choose the dark logo to ensure high Choose the appropriate dark or light
high contrast on a light background contrast on a light background logo to ensure high contrast on a
medium background

The AWS Marketplace Logo Usage Matrix
Reference the usage matrix below to view restrictions on where you can and can’t use
the AWS Marketplace Logo within your marketing material.

Use of the AWS Marketplace Logo Use of the AWS Marketplace Logo
Websites & Landing Pages Permitted. Use the AWS Marketplace Logo to easily tell your customers that your Follow the design guidelines and usage
software runs on AWS and is available in AWS Marketplace. examples on page 29.
Email Marketing Permitted. Use the AWS Marketplace Logo to easily tell your customers that your Follow the design guidelines and usage
Marketing Assets Permitted. You may use the AWS Marketplace Logo in marketing assets to easily tell your Follow the design guidelines and usage
customers that your software runs on AWS and is available in AWS Marketplace. Marketing assets examples on page 34.
include, but are not limited to: Brochures, leaflets, data/sales sheets, white papers, case studies,
or event promotions (such as ads or event invites).
Event Assets Permitted. Use the AWS Marketplace Logo to easily tell your customers that your software Follow the design guidelines and usage
runs on AWS and is available in AWS Marketplace. examples on page 32.
You may use the AWS Marketplace Logo 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 Permitted. Use the AWS Marketplace Logo to easily tell your customers that your Follow the design guidelines and usage
Promotional Items Permitted. Use the AWS Marketplace Logo to easily tell your customers that your Follow the design guidelines and usage
software runs on AWS and is available in the AWS Marketplace. examples on page 36.

AWS Architecture Icon: Design & Usage Guidelines
The AWS Architecture Icon represents the AWS cloud in solution diagrams.
This icon is available for you to use in your architecture diagrams, illustrations, or infographics.
APN Partners may use this icon to indicate their solution architecture with AWS.
AWS cloud
AWS cloud AWS cloud
Current Previous
DON’T use the previous cloud-shaped AWS

Architecture Icon in any marketing materials.
Download the AWS Architecture Icon: Please reference page 6. 26

AWS Architecture Icon: Using Service Icons in Diagrams
Please note that all references to AWS services/

products need to use accurate branding and
Internet Gateway legally approved names in text and diagrams.
Use the full service name on first use, and
Public subnet
then the approved short form in subsequent
(public route)
use, or in marketing materials tight on space.
Autoscaling Group
Refer to the AWS website for accurate
service name branding:
https://aws.amazon.com/getting-started/
products/
Elastic Load Web Instances
Balancer EC2
Public subnet
00.0.000.0/20
Amazon
S3
App
Instances
EC2
Amazon RDS Amazon

EFS
Private subnet
00.0.000.0/19
Availability Zone 1

AWS Architecture Icon: Usage Matrix
Reference the usage matrix below to view restrictions on where you can
and can’t use the AWS Architecture Icon within your marketing material.

Use of the AWS Architecture Icon Use of the AWS Architecture Icon
Websites & Landing Pages Permitted. You can use the AWS Architecture Icon in websites and landing pages that include Follow the design guidelines and usage
architecture diagrams, illustrations, or infographics. examples on page 29.
Email Marketing Permitted. You can use the AWS Architecture Icon in email marketing campaigns that include Follow the design guidelines and usage
architecture diagrams, illustrations, or infographics. examples on page 30.
Marketing Assets Permitted. You can use the AWS Architecture Icon in marketing assets that include Follow the design guidelines and usage
architecture diagrams, illustrations, or infographics. Marketing assets include, but are not limited examples on page 34.
to: Brochures, leaflets, data/sales sheets, white papers, case studies, or event promotions
(such as ads or event invites).
Event Assets Permitted. You can use the AWS Architecture Icon in event assets that include architecture Follow the design guidelines and usage
diagrams, illustrations, or infographics. This includes, but is not limited to: Booth graphics, examples on page 32.
promotional items, session presentations, demos, architectural diagrams, or in any printed or
digital marketing assets (as noted above).
Online Ads Permitted. You can use the AWS Architecture Icon in online ads that include architecture Follow the design guidelines and usage
diagrams, illustrations, or infographics. examples on page 35.
Promotional Items Permitted. You can use the AWS Architecture Icon in promotional items that include architec- Follow the design guidelines and usage
ture diagrams, illustrations, or infographics. examples on page 36.

Websites & Landing Pages
You’re permitted to use the Powered by AWS Logo, the APN Badge, the AWS Marketplace Logo, or the AWS
Architecture Icon in websites and landing pages. Please use them correctly as noted in the DO’s and DON’Ts below.
DO place your logo above any of the AWS Icons, and

do make your branding elements more prominent
than the AWS Icons.
DO be creative with your own design. Create your
own icons to represent your company and products.
DO put your icons and logos on a plain background, and
make sure there’s plenty of white space around them.
DO position AWS Icons lower down on the page to
indicate products and services you offer, and add the
name beneath the icon.
DO use the AWS Architecture Icon on your websites
and landing pages if used in architecture diagrams,
illustrations, or infographics.
DON’T put any AWS Icons next to your own logo, or use
ampersands, pluses, x signs, equal signs, or any other
design elements to denote the APN relationship.
DON’T put any AWS icon on top of other images
(such as patterns or textures). Do not use AWS Icons
as decoration, or alter their shapes or design, as noted
in each section.
DON’T put the AWS Icons on a colored background or
use more than one in your design.
messaging that could potentially insult AWS customers.
DON’T include any AWS Icons as text or in the middle
of text.
DON’T place your logo lower on the page than the
AWS Logo.
Download the logos: Please reference pages 5 & 6. 29

Email Marketing
Use the Powered by AWS Logo, the APN Badge, the AWS Marketplace Logo, or the
AWS Architecture Icon in email marketing campaigns as noted in the DO’s and DON’Ts below.
DO make your branding elements more prominent

than AWS. For example, use your name in the
subject line to make it clear the email is from
your company.
DO use your own icons and logos to represent
your company, products, or events.
DO follow the messaging guidelines outlined at
the end of this toolkit.
DO position AWS Icons lower down on the page
to indicate products and services you offer, and
add the name beneath the icon.
DO use the AWS Architecture Icon in email
campaigns if used in architecture diagrams,
illustrations, or infographics.
DON’T put any of the AWS Icons next to your

own logo or use ampersands, pluses, x signs,
equal signs, or any other design elements to
denote the APN relationship.
DON’T put any of the AWS Icons at the top of
your email or above your own logo.
DON’T place your logo lower on the page than
the AWS Icons.
DON’T design call-to-action buttons to look like
they came from AWS.

Social Media
The use of the Powered by AWS Logo, the AWS Marketplace Logo,
the APN Badge, and the AWS Architecture Icon in social media is not permitted.
DO use the copy “AWS” to describe your

solution in relation to AWS.
DO make your branding elements prominent.
DO create a unique design to make your
company stand out.
DO put your icons and logos on a plain
background for best readability.
DON’T imply that your social post is endorsed

by AWS.
DON’T use the Powered by AWS Logo, the
AWS Marketplace Logo, the APN Badge, or
the AWS Architecture Icon in social media.
DON’T create an illustration using AWS products
or service icons.
DON’T use logos or copyrighted creative material
messaging that could potentially insult AWS
customers.

Event Assets
Use the Powered by AWS Logo, the APN Badge, the AWS Marketplace Logo, or the AWS Architecture Icon in event assets.
Event assets include: Booth graphics, promotional items, session presentations, demos, architectural diagrams, or any printed
or digital marketing assets. Reference the examples and DO’s and DON’Ts on the following pages for design guidelines.
DO place your logo prominently, and put your logo Booth Graphics
on a plain background for best readability.
DO create a unique design to make your company
stand out.
DO remember that APN Partner-led events must be
clearly branded and messaged as events delivered by
an APN Partner.
DO follow the messaging guidelines outlined at the
end of this toolkit.
DO feel free to use all four AWS Logos and Icons (if needed)
as long as your logos and branding are prominent and the
AWS Logos and Icons are used correctly, as shown here.
DO use the AWS Architecture Icon in event assets
that include architecture diagrams, illustrations, or
infographics.
DON’T use logos or copyrighted creative material from

3rd-party companies without approval.
DON’T use “Amazon,” “Amazon Web Services,” or “AWS”
in the name of the event in any way so that it appears
that the event is an AWS event.
DON’T claim that your company is “the best,” “the first,”
“the only,” “the leader,” etc. unless it can be clearly
substantiated by 3rd-party research.
DON’T use ampersands, pluses, x signs, equal signs, or any
other design elements to denote the APN relationship.
DON’T include the names or logos of other public
clouds in any event assets at AWS-hosted or APN
Partner-led events.

Event Assets
Session Presentations Demos Promotional Items

Marketing Assets
You can use the Powered by AWS Logo, the APN Badge, the AWS Marketplace Logo, or the AWS Architecture Icon within your AWS
marketing assets. Marketing assets include, but are not limited to: Brochures, leaflets, data/sales sheets, white papers, case studies,
or event promotions (such as ads or event invites). Reference the examples and DO’s and DON’Ts below for design guidelines.
DO make your branding elements prominent,

and place your logo above any AWS Icons.
DO make the design creative to reflect your
company branding.
DO use your own icons and logos to represent your
company, products, or events.
DO follow the messaging guidelines outlined at the end
of this toolkit.
DO feel free to use all four AWS Logos and Icons
(if needed) as long as your logos and branding are
prominent and the AWS Logos and Icons are used
correctly, as shown here.
DO use the AWS Architecture Icon in marketing assets if
used in architecture diagrams, illustrations, or infographics.
DON’T use “Amazon,” “Amazon Web Services,” or “AWS”

in the name of the event in any way so that it appears
that the event is an AWS event.
DON’T use ampersands, pluses, x signs, equal signs,
or any other design elements to denote the APN
relationship.
DON’T include the names or logos of other public clouds
in marketing assets presented at AWS events.

Online Ads
Use the Powered by AWS Logo, the APN Badge, the AWS Marketplace Logo, or the AWS
Architecture Icon in online ads correctly as noted in the DO’s and DON’Ts and the examples below.
DO use simple language.

DO use a white background to let your message, graphics,
and logos stand out.
DO have a clear, concise, and prominent call-to-action.
DO make the design creative and reflect your company.
DO refer to “AWS” as text in copy to describe your
solution in relation to AWS.
DO follow the messaging guidelines outlined at the end
of this toolkit.
DO use the AWS Architecture Icon in your online ads if used
in architecture diagrams, illustrations, or infographics.
DON’T bury your prospect’s next steps with too many

calls-to-action.
DON’T overwhelm your prospect with multiple images or
colors, and do not use AWS Icon to create an illustration.
DON’T use technical jargon.
DON’T use ampersands, pluses, x signs, equal signs, or any
other design elements to denote the APN relationship.

Promotional Items
Use the Powered by AWS Logo, the APN Badge, the AWS Marketplace Logo, or the AWS Architecture Icon
in promotional items correctly as noted in the DO’s and DON’Ts and the examples below.
DO make the design of your promotional items

creative and reflect your company.
DO place your logo prominently, and put your logo
on a plain background for best readability.
DO use the AWS Architecture Icon in demos if used in
architecture diagrams, illustrations, or infographics.

messaging that could potentially insult customers.
DON’T create an illustration using AWS products or
service icons.
DON’T use the logos or copyrighted creative materials
DON’T include the names or logos of other public
clouds in promotional items at AWS-hosted events.

APN Certification Distinction Badges: Design & Usage Guidelines
APN Certification Distinction Badges provide APN Partners the opportunity to showcase their customer obsession
through AWS Certification achievement. APN Partners can show how many active AWS Certifications their company
has collectively achieved and highlights the value AWS Certification brings to their customers. APN Partners are
recognized for achieving 50, 100, 200, 300, 400, and 500 AWS Certifications within their organization.
Please note that APN Certification Distinction Badges are specifically for an organization, and AWS Certification
credentials are awarded to AWS Certified individuals separately. If your organization has achieved 50+ AWS
Certifications, please reach out to your AWS representative to learn more about the usage guidelines
and to download the APN Certification Distinction Badges.
Download the APN Certification Distinction Badges: Please reference page 6. 37

APN Certification Distinction Badges Usage Matrix
Guidelines and Examples for Use of the

Use of the APN Certification Distinction Badges APN Certification Distinction Badges
Websites & Landing Pages Permitted. Please reach out to your AWS representative
for guidelines documentation.
Email Marketing Permitted. Please reach out to your AWS representative

for guidelines documentation.
Marketing Assets Permitted. The APN Certification Distinction Badges can be used on marketing assets such as: Please reach out to your AWS representative
Brochures, leaflets, pamphlets, data and sales sheets, white papers, case studies, or event-specific for guidelines documentation.
marketing materials (such as advertisements or event invites).
Event Assets Permitted. The APN Certification Distinction Badges can be used in event assets. Event assets Please reach out to your AWS representative
include: Booth graphics, promotional items, session presentations, demos, architectural diagrams, for guidelines documentation.
or any printed or digital marketing assets.
Online Ads Not permitted.
Social Media Not permitted.
Promotional Items Not permitted.
Download the APN Certification Distinction Badges: Please reference page 6. 38

Press Release Messaging Guidelines
We are more than happy to support our APN Partners’ press releases, with or without a quote from AWS. If a quote from
AWS is requested, please contact your AWS representative for guidelines. If a quote from AWS is not requested, as a courtesy,
we would like to review your press release prior to going public to ensure consistency with AWS’ messaging guidelines and
brand voice. Please submit the draft to your PDM. Please allow AWS up to 10 business days’ notice to properly review.
The release should not: • Do not include statements that could be interpreted to imply that AWS is
not secure, not scalable, not cost effective, not accessible, etc.… without
• DO NOT use the terms “partners” or “partnership” or “alliance” to describe
your product or service. When it comes to security, it is best to look at the
the AWS relationship. We prefer the terms “agreement,” “teamed,” “in
messaging on the Security page of the AWS Website and the AWS Shared
cooperation with,” or “relationship”
Responsibility Model.
• DO NOT use the name “Amazon” when referring to Amazon Web Services or AWS.
• We recommend including customer quotes in your press release submissions.
• DO NOT include a quote from an Amazon or AWS executive unless previously
agreed upon and approved. • Lastly, make sure it does not sound like a solution runs “in” AWS. It is more
appropriate to reference that it runs “on” AWS, or supports AWS. Stating that
• DO NOT include any sales projections. something runs “in” AWS makes it sound more integrated than it actually is.
• DO NOT disclose proprietary information about Amazon or AWS. For this reason, please also avoid language that says that your solution is
tightly “integrated” with AWS.
• DO NOT refer to our stock ticker symbol.
• DO NOT use the “About AWS” boilerplate. These are reserved for AWS Approved language:
releases only.
• “The engagement with Amazon Web Services (AWS) builds on an existing
• Use of the terms “hybrid, “hybrid architecture”, “hybrid cloud”, public cloud”, relationship. Together, the companies are providing a complete cloud services
“private cloud” or “on-premises environment” may be approved, but those and cloud management portfolio that will give enterprise customers fast,
terms should NOT be used to describe AWS. For example, it is not approved flexible access to the cloud.”
to say “AWS hybrid cloud” or the “AWS public cloud”. But you may describe
• “XYZ application runs on the flexible, scalable, pay-as-you-go AWS Cloud.”
how your solution enables a hybrid cloud architecture connecting AWS to
an on-premises environment. • “…while using the company’s existing on-premises environment.”
• “XYZ and Amazon Web Services are working together to….”
Additional points to keep in mind on AWS requirements:
• The release should highlight a clear call to action and the customer benefit. Not Approved language:
PR will not provide an AWS quote for a future service or for releases that are • “XYZ announces a strategic partnership with Amazon Web Services.”
merely stating that the two companies “will be working together.”
• “The Amazon Web Services alliance with XXX significantly extends what is
• We will not approve any declarative statements about someone being already a clear and dramatic leadership position for both companies. No other
“the best”, “the first”, “the only”, etc. without substantiation of the claim. company currently can match the flexibility and power of this offering.”
• Please do not use the term “partnering” in your press release because it could • “XYZ is the first to provide these capabilities for enterprise customers.”
insinuate that there was co-development done. It’s fine to say that we are
“working with so and so”, but the term “partner” will often get rejected. • “XYZ will speed the adoption of the AWS cloud.”
• AWS Marketplace does not endorse any AWS Marketplace Seller feature, • “XYZ application protects organizations from the risks of cloud systems.”
product, or benefit. You may say that your feature or product is available within • “XYZ application is designed for enterprise workloads and runs in the AWS Cloud.”
AWS Marketplace.
• …”while using the company’s existing private Cloud environment.” 39
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 Sellers
communicate with customers. Following these guidelines will help ensure content or collateral is approved as quickly as possible.
Referencing How You Work with AWS Referencing Private Cloud, Public Cloud, Hybrid Cloud, or Multi-Cloud
1. Make sure it does not sound like a solution runs “in” AWS. It is more 3. AWS does not allow or approve use of the terms “multi-cloud,” “cross cloud,”
appropriate to reference that it runs “on” AWS. Stating that something or other language that implies designing or supporting more than one cloud
runs “in” AWS makes it sound more integrated than it actually is. Similarly, provider. Multi-cloud is an approach that splits workloads in the cloud among
please don’t use the word “integrated” or “integrates” to describe how two or more cloud providers. If you prefer not to refer to AWS specifically,
your technical solution works with AWS services. You can, however, use you may reference “the cloud” or “your cloud.” Note that architecture
“integrated” or “integrates” if referencing your own services and offerings diagrams or graphics showing multiple cloud providers (by name, logo,
from a general marketing perspective. or generically) will also not be approved.
Approved Language: Approved Language:

• XYZ application is designed for enterprise workloads and runs on AWS. • Visualize and report on cost and usage data in the cloud.
• Approved for using “Integration:” XYZ Application integrates a number • Partner XYZ provides security integration for the cloud.
of different features that help keep your business and data secure. • Visualize and report on your cloud cost and usage data.
Not Approved Language: • Partner XYZ’s solution enables management for your cloud environment.
• XYZ application is designed for enterprise workloads and runs in the AWS Not Approved Language:
Cloud.
• Partner XYZ provides security integration across multiple clouds.
• Not Approved for using “Integration:” Anything that describes the
connection between your solution technology and AWS technologies: XYZ • Visualize and report on multi-cloud cost and usage data.
application is designed for enterprise workloads and integrates with AWS. • Partner XYZ provides portability to easily move your application across
clouds.
2. AWS will not approve use of the terms “partnership” or “alliance” to describe
the AWS relationship within the context of joint engineering. Alternative • Partner XYZ’s solution enables management across your multi-cloud
language such as “working with” or “in cooperation with” is approvable. environment.
Approved Language: • Partner XYZ empowers you with a consistent multi-cloud architectural
and operational approach.
Partner XYZ is collaborating with AWS to deliver XYZ solution for customers...
• Solution XYZ delivers a simple approach for multi-cloud connectivity.
Not Approved Language:
Partner XYZ announces a strategic partnership with Amazon Web Services.
40
4. The terms “hybrid,” “hybrid architecture,” and “hybrid cloud” may be • XYZ solution is designed to work in private, public, and hybrid cloud
approved, but those terms should not be used to describe AWS. Hybrid environments.
cloud architecture is the integration of on-premises resources with
cloud resources. When describing your solution related to a hybrid cloud
architecture, please describe it as extending or connecting an on-premises • XYZ application enables you to build an AWS public cloud…
environment to AWS. AWS does not approve the use of the terms “AWS • Partner XYZ helps you migrate to the AWS public cloud.
hybrid” or “AWS hybrid 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 & AWS Service Names
• XYZ delivers end-to-end visibility for hybrid architectures.
6. AWS itself as a business must not be referred to specifically as a “platform,”
• XYZ enables consistent management for your on-premises and AWS “gateway,” or “ecosystem” on its own, so do not use the terms in your
environment. messaging like: “AWS platform,” “AWS gateway,” or “AWS ecosystem.”
• XYZ solution is designed to work in private, public, and hybrid cloud AWS is a collection of services and appropriate terms include: solution,
environments. architecture, environment, infrastructure, service, product, offering,
community, cloud, experience, and business.
Approved Language:
• XYZ application enables you to build an AWS hybrid cloud.
• Working with Partner XYZ means you’ll add additional security to your
• XYZ makes it easier to manage security across AWS hybrid cloud AWS cloud solution.
environments.
5. The terms “public cloud,” “private cloud,” or “on-premises environment” may AWS cloud architecture.
be approved. When using the term public cloud, it is OK to refer to AWS as a • Working with Partner XYZ means you’ll add additional security to your
public cloud provider, but do not label AWS specifically with the term public AWS infrastructure.
cloud, such as “AWS public cloud.” When referring to AWS, you should use
“AWS” or “AWS cloud.” Not Approved Language:
Approved Language: • Working with Partner XYZ means you’ll add additional security to
your/the AWS platform.
AWS cloud solution. • Working with Partner XYZ means you’ll add additional security to
your/the AWS ecosystem.
• XYZ enables enterprises to extend their on-premises environment to AWS.
• Working with Partner XYZ means you’ll add additional security to
• XYZ delivers management visibility across your on-premises (or private
your/the AWS gateway.
cloud) infrastructure and AWS.
• Partner XYZ works together with AWS to help customers migrate 7. When referring to AWS services, use the name “Amazon Web Services” on
workloads to the public cloud. first references and then just “AWS.” Do not use the name “Amazon” when
referring to Amazon Web Services or AWS.
• Partner XYZ works with public cloud provider, AWS, to deliver…
41
8. All references to AWS services need to use accurate branding and legally B) APN Partner Program Designation
approved names in text and diagrams. For the most up-to-date icons, ref- APN Partner Program Designations refer to the ways APN Partners can refer
erence the AWS Simple Icons page (https://aws.amazon.com/architecture/ to themselves after achieving a differentiating APN Program Designation
icons/). Use the full service name on first use, and then the approved short (e.g. AWS Competency, Service Delivery or Managed Service Provider
form in subsequent use, or in marketing materials tight on space. Refer designation). Note that you should not use APN in certain circumstances,
to the AWS website (https://aws.amazon.com/getting-started/products/) such as when partner programs are referred to directly.
for accurate service name branding.
Approved Language:
• Approved First Use: Amazon Elastic Compute Cloud
• Partner XYZ is an AWS Storage Competency Partner.
• Approved Subsequent Use or Materials Tight on Space: Amazon EC2
• Partner XYZ is an AWS Service Delivery Partner.
• Approved First Use: Amazon Simple Storage Service
• As an AWS Managed Service Provider, Partner XYZ can help you do XYZ.
• Approved Subsequent Use or Materials Tight on Space: Amazon S3
Referencing the AWS Partner Network (APN) • As an APN Managed Service Provider, Partner XYZ can help you do XYZ.
9. The AWS Partner Network (APN) is a global partner program for AWS. When • As an APN Service Delivery Partner, Partner XYZ can help you do XYZ.
referencing partnerships, please note that “AWS Partner” is not an approved • As an APN Big Data Competency Partner, Partner XYZ can help you do XYZ.
term. Please review the guidelines below for approved usage of the Amazon
Partner Network (APN) or partner program designations in your marketing C) APN Tier Designations and Partner Type
content: APN tier designations highlight the level of APN Partnership attained.
Standard and above APN Partners can leverage tier designations. Registered
A) APN Partner Designations
partners are not able to reference that they are an APN Partner. Registered
APN Partner Designations represent the different ways APN Partners can means your company has access to APN Partner Central. Furthermore,
refer to themselves. APN Partners can refer to themselves, or be referenced Partner Types represent the types of APN Partners you can become:
as, an APN Partner or member of the APN, but the first reference—depending Consulting or Technology. When leveraging tier designations, you should
on whether Amazon Web Services (AWS) has already been introduced in also refer to your Partner Type. Premier partners can refer to themselves,
the copy—should say “AWS Partner Network (APN).” After the first use, or be referenced, as either “APN Premier Consulting Partner(s)” or just
APN or AWS Partner Network are acceptable terms. “Premier Consulting Partner(s).” Use of “APN” is optional when APN Tier
For marketing materials that are tight on space—like slides or text in Designation is combined with Partner Type, e.g., APN Advanced Consulting
graphics—“APN Program,” “AWS Partner Network,” or “APN Partner” are Partner or Advanced Consulting Partner.
acceptable terms. Approved Language:
Approved Language: • Partner XYZ is an APN Standard Consulting Partner.
• As an AWS Partner Network (APN) Partner, Partner XYZ can help you do XYZ. • Partner XYZ is a Premier Consulting Partner.
• As an APN Partner, Partner XYZ can help you do XYZ.
• As an APN Standard Consulting Partner, Partner XYZ can help you do XYZ.
• Partner XYZ is an APN Consulting Partner.
Not Approved Language: • Partner XYZ is a Registered APN Partner.
• As an AWS Partner, Partner XYZ can help you do XYZ. 42
Referencing Competitors, Proprietary Information, and Making Claims • Partner XYZ helps you leverage the elastic scalability of the cloud.
10. AWS appreciates that APN Partners and AWS Marketplace Sellers also Not Approved Language:
collaborate with many other companies in the cloud computing industry. • AWS isn’t secure/reliable/performant without XYZ solution.
When referencing AWS or any other companies, refrain from making direct
comparisons of products or companies, comparing companies’ strengths or • It’s really hard to make your AWS environment highly secure/reliable/
weaknesses, or defining companies in any negative manner. performant without XYZ solution.
• Deploying applications on AWS is complex without XYZ solution.
11. Collateral and signage used by sponsors at AWS events and AWS
communication vehicles such as blogs, presentations, or social media posts • Migrating on-premises systems to the cloud can be risky and costly;
can’t include the names or logos of other public clouds in copy, graphics, with XYZ solution those risks and costs are no longer an issue.
visuals, or images, and won’t be approved. 15. When positioning security offerings, position products in ways that
12. AWS will not approve use of any sales projections, disclosure of proprietary will enhance security for the customer. When it comes to security,
information about Amazon or AWS, nor inclusions of the AMZN stock ticker use the messaging on the Security page of the AWS Website as a guide
symbol. (https://aws.amazon.com/security/). We approach security as a shared
model, where we have responsibility for security in the domain we control
13. AWS will not approve statements around someone being “the best,” “the (hypervisor, physical hardware, facilities, etc.), and the customer has
first,” “the only,” “the leader,” etc. unless it can be clearly substantiated by responsibility for securing the domain that will be in their control (guest
3rd-party research. OS and above).
Approved Language: Approved Language:
Partner XYZ provides key capabilities for enterprise customers such as… • XYZ solution will help you incorporate security best practices into your
Not Approved Language: cloud migration.
• Partner XYZ is the first to provide these capabilities for enterprise • XYZ solution will help automate security and compliance processes in
customers. your organization.

Referencing Security
• Migrating to the cloud can be a security nightmare without XYZ application.
14. Do not use statements that could insinuate that AWS or the cloud in general • XYZ application protects organizations from the risks of cloud systems.
is not secure, not scalable, not reliable, not cost effective, not accessible,
not performant, etc., without the APN Partner’s or AWS Marketplace Seller’s
feature, product, or benefit. Focus messaging on how your product, service,
or offering complements AWS.
Approved Language:
• 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 your organization.
43
Referencing AWS Marketplace General Reminders
16. When referring to AWS Marketplace, always include “AWS” before 20. Content should be relevant to the audience and highlight a clear
Marketplace. At no time, should the term “Marketplace” be used as a customer benefit.
standalone term. You must always spell out AWS Marketplace in every
21. Be factual and back up all claims with supporting data and sources.
instance it is referred. Do not abbreviate to AWS MP, AWSMP, MP, or
any other variation. When referencing AWS Marketplace, the word 22. APN Partners and AWS Marketplace Sellers are responsible for obtaining
“Marketplace” should always be one word and have a capital “M.” approval to use logos or copyrighted creative material from 3rd-party
companies in their marketing materials.
17. AWS Marketplace does not endorse any AWS Marketplace Seller, feature,
product, or benefit. You may say that your feature or product is available 23. Make sure to use the correct AWS Logo, icon, or badge in your marketing
in AWS Marketplace. material. Reference the most up-to-date Marketing Toolkit to learn about
the logos/icons/badges use-cases, design requirements, and where to
18. When referring to AWS Marketplace sellers, features, products, or benefits,
download: https://bit.ly/2vTJpY7
you must use the phrasing “in” AWS Marketplace, not “on” AWS Marketplace.
19. Do not use the term “3rd-party” when referring to sellers in AWS
Marketplace. Instead, please use “independent software vendors”
(preferred) or “software sellers.” You can abbreviate “independent software
vendors” to “ISV” as long as it’s not the first reference in the document.
44
General Co-Marketing Guidelines and Additional Resources
Use of AWS Trademarks in URLs Use of AWS Simple Icons
https://aws.amazon.com/partners/logo-guidelines https://aws.amazon.com/architecture/icons
A diagram is worth a thousand words. Architecture diagrams are a great way
For guidelines on use of AWS Marks in web URLs, please visit the AWS Partner
to communicate about your design, deployment, and topology. APN Partners
Network Logo guidelines webpage. AWS Marks are defined in Section 2 of
are permitted to use the AWS Simple Icons. Icons must only be used when
the AWS Trademark Guidelines. Permissible use is to the right of the top-level
promoting content or products clearly related to AWS. Icons must not be
domain name in a URL.
modified. Please note that all references to AWS services (including using the
Example of Permissible Use: www.applicationdomain.com/aws icons) need to use accurate branding in text and diagrams. Refer to the AWS
Equivalents: You may replace “aws” in the example above with any of the website for guidance: (https://aws.amazon.com/getting-started/products/)
AWS Marks, so long as your usage of the AWS Marks is accurate.
Additional Resources
Use of AWS Trademarks in Google AdWords AWS Simple Icons:
AWS owns and restricts trademark use by 3rd parties on all search engines https://aws.amazon.com/architecture/icons
where possible. However, Advanced and Premier APN Partners can benefit AWS Trademark Guidelines:
from AdWords whitelisting to run ads on our trademarks. In order for AWS https://aws.amazon.com/trademark-guidelines
to whitelist Advanced or Premier APN Partners, you will need to submit a
APN Partner Logo Guidelines:
screen shot of your search engine accounts along with your ad account ID to
https://aws.amazon.com/partners/logo-guidelines
the AWS paid search team (aws-paid-search@amazon.com) demonstrating
that the following exact match keywords are placed as Negatives in the Powered by AWS Logo Co-Marketing Guidelines:
account: [AWS] [amazon. Web services] [a.w.s.] [amazon web services] https://aws.amazon.com/co-marketing
[aws account] and [amazon – aws]. Once the search team has received the
confirmation of keyword exclusion, they will submit for the APN Partner to Please visit APN Marketing Central to:
be whitelisted for TM use in ad copy. • Access high-resolution logo files
• Access quick-and-easy marketing tools that enable you
Use of AWS Logo to generate demand for your solutions on AWS
https://aws.amazon.com/trademark-guidelines/ https://aws.amazon.com/partners/apn-marketing-central/
The AWS Logo is our house brand. Protecting this valuable trademark
requires that we carefully control how this trademark is used. The AWS Logo AWS Marketplace Seller Go-to-Market Guide:
may be used by eligible APN Partners as outlined in this guide. The AWS • https://s3.amazonaws.com/awsmp-loadforms/AWS_MP_GTM_
Logo must not be modified. For all needs related to showcasing your status ProgramGuide.pdf
as an APN Partner, please use the APN Badge. If requested by AWS, you must
remove the AWS Logo if found to be in violation of our usage policies.
For additional marketing resources visit: https://aws.amazon.com/partners/logo-guidelines 45

© 2018 Amazon Inc. All rights reserved. AWS and the AWS logo are trademarks of Amazon.com, Inc. or its affiliates.
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AWS Partner Network (APN)

Updated July, 2018

Note: RGB colors

Be Customer Obsessed. Invent and Simplify.

Be Unique and Make it Yours

Pay Attention to Detail

AWS Logo Powered by AWS Logo AWS Marketplace Logo

*AWS Marks are defined in Section 2 of the AWS Trademark Guidelines.

Standard Standard Advanced

*AWS Marks are defined in Section 2 of the AWS Trademark Guidelines.

AWS Logo Restrictions

DO NOT distort, skew, or put the DO NOT layer content over

AWS Logo Restrictions

Guidelines and Examples for

Permission is highly restricted and will only be approved/permitted if you’re participating in a

Permission is highly restricted and will only be approved/permitted if you’re participating in a

DO use the AWS Logo in websites, landing pages,

DON’T put the AWS Logo next to your own logo. If

DO make your branding elements prominent.

DON’T imply that your social post is endorsed

DO make the design creative to reflect your company branding.

DON’T use the AWS Logo on marketing assets without explicit

Virtual Demos Promotional Items

but permission is required to use the AWS Logo in online ads.

Squid Ink Version

Download the Powered by AWS Logo: Please reference page 5. 17

Guidelines and Examples for

Download the Powered by AWS Logo: Please reference page 5. 18

DO use the badge as is.

DON’T use as a standalone logo

Download the AWS Partner Network Badge: Please reference page 6. 20

Guidelines and Examples for

Download the AWS Partner Network Badge: Please reference page 6. 21

Squid ink is our primary dark color. Black versions

Download the AWS Marketplace Logo: Please reference page 5. 22

AWS Marketplace Logo Restrictions

Download the AWS Marketplace Logo: Please reference page 5. 23

AWS Marketplace Logo Restrictions

Download the AWS Marketplace Logo: Please reference page 5. 24

Guidelines and Examples for

Download the AWS Marketplace Logo: Please reference page 5. 25

AWS cloud AWS cloud

DON’T use the previous cloud-shaped AWS

Download the AWS Architecture Icon: Please reference page 6. 26

Please note that all references to AWS services/

Amazon RDS Amazon

Download the AWS Architecture Icon: Please reference page 6. 27

Guidelines and Examples for

Download the AWS Architecture Icon: Please reference page 6. 28

DO place your logo above any of the AWS Icons, and

Download the logos: Please reference pages 5 & 6. 29

DO make your branding elements more prominent

DON’T put any of the AWS Icons next to your

Download the logos: Please reference pages 5 & 6. 30

DO use the copy “AWS” to describe your

DON’T imply that your social post is endorsed

Download the logos: Please reference pages 5 & 6. 31

DON’T use logos or copyrighted creative material from

Download the logos: Please reference pages 5 & 6. 32