AWS Partner Network (APN) Marketing Toolkit - Amazon AWS

AWS Partner Network (APN) Marketing Toolkit

Updated Q4 2017

AWS Partner Network (APN) Marketing Toolkit Guidelines for Creating Marketing Materials with Amazon Web Services (AWS) This toolkit is intended for use by eligible APN Partners that are Standard Tier and above. 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 co-branding guidelines and achieve the results you want. All marketing collateral produced by APN Partners 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 incompliant use or revocation of your rights to use AWS trademarks in your marketing collateral.

Note: RGB colors

Table of Contents

Guiding Principles

4

AWS Logos and Icons

5

AWS Partner Network Badge

6

AWS Logo Usage Guidelines

7

AWS Logo Usage Restrictions

8

Websites 11 Email Marketing

12

Social Media

13

Events 14 Printed Material and Ads

15

Online Ads

16

Promotional Items

17

Powered by AWS Logo Usage Guidelines

18

Powered by AWS Marketing Materials

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20

Using the APN Badge in Marketing Materials

21

AWS Architecture Icon

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PR

23

APN Partner and AWS Marketplace Seller Messaging Guidelines

24

General Co-Marketing Guidelines

26

Additional Resources

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Guiding Principles

Be Customer Obsessed 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. All marketing collateral produced by APN Partners 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 incompliant use or revocation of your rights to use AWS trademarks in your marketing collateral.

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AWS Logos and Icons This guide includes instructions on use of the AWS Logos and Icons outlined on this page. Please choose the appropriate version for your communications.

Standard

Consulting Partner

AWS Logo The AWS Logo may be used to communicate that your company creates solutions on AWS and/or provides services in connection with the use of AWS. Specific requirements apply for use of the AWS Logo.

Advanced

Technology Partner

The AWS APN logos are available for Partners that are The AWS icon represents the cloud in architecture. standard tier and logos allow you to This icon AWS is availabale for you to use in your Architecture Icon Powered byabove. AWSThese Logo showcase your program level, knowledge, and competencies architecture diagrams, illustrations, or infographics. The AWS Architecture You can display the Powered By AWS Logo to let related to the AWS platform and technology. We recommend Partners are encouraged to use this iconIcon to is to show the using these badges on your web site and business card. associateAWS your solution architecture with the Cloud in reference architectures and your customers know that your application is built You can build your own logo in the APN logo builder on AWS Cloud Platform. solution diagrams. theon APN portal. the same reliable, scalable infrastructure used

to power Amazon.com’s global web properties.

https://aws.amazon.com/partners/logo-guidelines/

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. For additional marketing resources visit: https://aws.amazon.com/partners/logo-guidelines

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Standard

Consulting Partner

Advanced

Technology Partner

The AWS APN logos Badge are available for Partners that are AWS Partner Network standard tier and Thesethat logos you to The APN Badge is forabove. APN Partners are allow standard showcase your program level, knowledge, and tier and above. The APN Badge allows you to showcasecompetencies related thePartner AWS platform and technology. your APNto Tier, Type, and various Partner or We recommend using these badges your web site and business card. solution-level program on elements. You can build your own logo in the APN logo builder on

APN Badges will be made available to all Standard the APN portal. tier and above APN Partners with the launch of APN Badge Manager.

The AWS icon represents the cloud in arc This icon is availabale for you to use in yo architecture diagrams, illustrations, or inf Partners are encouraged to use this icon associate your solution architecture with AWS Cloud Platform.

APN Partners should continue to use your existing legacy APN Partner Network Logo until the launch of APN Badge Manager in late November 2017.

https://aws.amazon.com/partners/logo-guidelines/

For additional marketing resources visit: https://aws.amazon.com/partners/logo-guidelines

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AWS Logo Usage Guidelines

Color – Squid ink Type – Custom Ember Display (Do not typset)

Color – Amazon Orange

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 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 AWS Logo are available as well in the downloads. 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.


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DO NOT use unapproved colors

DO NOT remove any part of the AWS Logo

DO NOT outline the AWS Logo

DO NOT use a registered trademark symbol

DO NOT use the AWS Logo in a sentence or within text

DO NOT add visual effects to the AWS Logo, like a drop shadow

DO NOT distort, skew or put the AWS Logo on a angle

DO NOT layer content over the AWS Logo

DO NOT disproportionately resize the AWS Logo

AWS Logo Restrictions To maintain brand integrity, do not alter the AWS Logo. There are versions of the AWS Logo available that will work for most scenarios. If you still have questions, or encounter a scenario not covered in these guidelines, contact your AWS Representative for assistance.

DO NOT re-typset the AWS Logo

DO NOT modify any part of the AWS Logo


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DO NOT place the AWS Logo on a background that makes any part of the AWS Logo disappear

DO NOT put the AWS Logo over imagery that is visually busy and makes the logo difficult to read

DO NOT put the AWS Logo on a background that has low contrast

Use the preferred two-color AWS Logo on appropriate contrasted backgrounds

When using a background image, ensure that there’s appropriate contrast

Choose the light AWS Logo to ensure high contrast on a dark backround

Choose the dark AWS Logo to ensure high contrast on a light background

Choose the appropriate dark or light AWS Logo to ensure high contrast on a medium background

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 visual distraction.

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Chose the two-color AWS Logo in ensure high-contrast on a light background


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Use of the AWS Logo

Guidelines for Use of the AWS Logo

Websites

The AWS Logo may be used to communicate that your company creates solutions on AWS and/or provides services in connection with the use of AWS.

Follow guidelines outlined on page 11

Email Marketing

The AWS Logo may be used to communicate that your company creates solutions on AWS and/or provides services in connection with the use of AWS.

Follow guidelines outlined on page 12

Social Media

Not permitted

You may refer to “AWS” in copy when describing your solutions. Follow guidelines on page 13.

Events

Not permitted


Printed Materials & Ads

Not permitted without express permission from AWS.


Online Ads

Not permitted without express permission from AWS.


Promotional Items

Not permitted

Promotional items should focus on your company and brand. Follow guidelines on page 17.


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Websites Here are examples that show how to apply the guidelines to your websites and landing pages:

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1

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DO place your logo above the AWS Logo.

2

DO be creative with your own design. Create your own icons to represent your company and products.

3

DO put your icons and logos on a plain background.

4

DO position AWS Icons lower down on page to indicate products and services you offer, and a add label beneath the icon.

1

DON’T put the AWS Logo next to your own logo or use ampersands, pluses, or equal signs to denote the APN relationship. If you need to put AWS branding next to yours, use the approved APN Badge and allow sufficient white space around it.

2

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.

3

DON’T put the AWS Logo or Icons on a colored background or add it more than once in your design. • Don’t use the AWS Partner Network Logo.


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Email Marketing Apply these guidelines to all materials you create for email campaigns:

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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.

1

DON’T design the email to look like it comes from AWS or use ampersands, pluses, or equal signs to denote the APN relationship.

2

DO use your own icons and logos to represent your company, products or events.

2

DON’T put the AWS Logo or the APN Badge at the top of your email or above your own.

3

DO showcase your value-add as an APN Partner.

3

DON’T place your logo lower on the page than the AWS Logo.

4

DON’T design call-to-action buttons to look like they came from AWS.


12

Social Media Use of the AWS Logo is not permitted in social media posts and social media pages. You may refer to “AWS” in copy for social posts when describing your solutions.

2 3 1 2

1 1

3

1

DO make your branding elements prominent.

2

DO use the copy “AWS” to describe your solution in relation to AWS.

3

DO create a unique design to make your company standout.

1

DON’T make your social media profile or blog look like it is coming from AWS.

2

DON’T imply that your social post is endorsed by AWS.

3

DON’T use ampersands, pluses, or equal signs to denote the APN relationship.

You can find Campaign specific social media posts and images at proper dimensions for use on your company’s social media pages on APN Marketing central: https://aws.amazon.com/partners/apn-marketing-central/


13

Events APN Partner-led events must be clearly branded and messaged as events delivered by APN Partners. Use of the AWS Logo is not allowed for APN Partner-led events in any event materials, collateral or signage at events.

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1

2

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DO place your logo prominently.

2

DO use the copy “AWS” to describe your solution in relation to AWS and make it clear this is not an AWS event.

3

DO create a unique design to make your company standout.

1

DON’T use the AWS Logo, it is not allowed for APN Partner-led events in any event materials, collateral or signage at events.

2

DON’T use “Amazon”, “Amazon Web Services” or “AWS” in the name of the event in any way that appears that the event is an AWS event.

You can find a Webinar-in-a-Box and Event-in-a-Box that contain campaign email and landing page templates on APN Marketing central: https://aws.amazon.com/partners/apn-marketing-central/


14

Printed Materials and Ads The AWS Logo may only be used in printed materials and ads with express permission from AWS. Review and approval is required. Please work with your AWS Representative and follow the guidelines outlined below.

1

1 4

2

2

3 3

1

DO make the design creative and reflect your company.

1

DON’T use AWS Logos as words in a sentence.

2

DO use your own icons and logos to represent your company, products or events.

2

DON’T pull logos of the AWS website and use in your collateral.

3

DO showcase your value-add as an APN Partner.

3

DON’T place your company logo below the AWS Logo.

4

DO refer to “AWS” as text in copy to describe your solution in relation to AWS.

5

DO follow the messaging guidelines outlined in this toolkit.

6

DO request AWS review and approval prior to use of the AWS Logo in printed material and ads. For additional marketing resources visit: https://aws.amazon.com/partners/logo-guidelines

15

Online Ads The AWS Logo may only be used in online ads with express permission from AWS. Review and approval is required. Please work with your AWS Representative and follow the guidelines outlined below.

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1 5

2

4

3

3

4

2

1

DO use simple language.

1

DON’T use the AWS Logo.

2

DO use a white background to let your message, graphics, and logos stand out.

2

DON’T bury your prospect’s next steps with too many calls-to-action.

3

DON’T overwhelm your prospect with multiple images or colors, and do not use AWS Icons to create an illustration.

4

DON’T use technical jargon.

3

DO have a clear, concise, and prominent call-to-action.

4

DO make the design creative and reflect your company.

5

DO refer to “AWS” as text in copy to describe your solution in relation to AWS.

6

DO follow the messaging guidelines outlined in this toolkit.

7

DO request AWS review and approval prior to use of the AWS Logo in online ads.


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Promotional Items Apply these guidelines to your promotional items, swag and give-aways. The AWS Logo, APN Badge and AWS Icons cannot be used on your company’s promotional items.

1

1

1

DO put your icons and logos on a plain background for best readability. • P romotional items should focus on your company and brand.

2

1

DON’T use any of the Amazon or AWS Logos, Icons or Badges.

2

DON’T create an illustration using AWS icons.


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Powered by AWS Logo Usage Guidelines

Two-color Version

Squid Ink Version

Powered by AWS logo APN Partners can use the Powered by AWS Logo to showcase that their solution or application is built on AWS. Refer to the AWS Co-Marketing Guidelines (link) 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 restricted, the one-color logos are acceptable. Choose the color option with the highest contrast.

Black Version


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Powered by AWS Marketing Materials Use the Powered by AWS Logo correctly as shown in these examples.

2

1 3

1

DO place the Powered by AWS Logo secondary to your own.

2

DO place the Powered by AWS Logo on a white background for best readability.

3

DO use the supplied Powered by AWS Logo which is contained in a dark rectangle when placing on a colored or patterned background.


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ulting er

AWS Partner Network Badge The APN Badge is for showcasing the program designation and AWS Compentencies that your company holds.

AWS Partner Network Badge Use the APN Badge to showcase the program designations and AWS Competencies that your company holds. Standard

Consulting Partner

Use the APN Badge to generally promote Advanced your designation in the AWS Partner Network

Technology Program and to substantiate your capabilities in relation to the solution offering that you Partner are featuring.

The AWS APN logos are available for Partners that are standard tier and above. These logos allow you to showcase your program level, knowledge, and competencies related to the AWS platform and technology. We recommend Advanced using these badges on your web site and business card. Technology You can build your own logo in the APN logo builder on thePartner APN portal.

Coming Soon - APN Badge Manager APN Partners can build a customized APN Badge using the new APN Badge Manager. The APN Badge Manager will dynamically create an APN Badge with up to five (5) program components, such as APN Program designations and AWS Competencies. If you have more than five (5) program components, you can create multiple APN Badges to suit each use case. For example, one APN Badge to showcase your APN Program level and one APN Badge to showcase your AWS TheCompetencies. AWS icon represents the cloud in

architecture. ThisAPN icon is availabale for youAPN to use in your Partners can build customized Badges to suit your communication goal. architecture diagrams, illustrations, or infographic Partners are encouraged to use this icon to associate your solution architecture with the AWS Cloud Platform.

APN logos are available for Partners that are The AWS icon represents the cloud in architecture. tier and above. These logos allow you to This icon is availabale for you toAPN use in your Partners should NOT use the AWS Partner your program level, knowledge, and competencies architecture diagrams, illustrations, orLogo infographics. Network as a stand-alone logo without APN Partner’s o the AWS platform and technology. We recommend Partners are encouraged to use the this icon to designation. se badges on your web site and business card. associate your solution architecture with the build your own logo in the APN logo builder on AWS Cloud Platform. portal. https://aws.amazon.com/partners/logo-guidelines/ For additional marketing resources visit: https://aws.amazon.com/partners/logo-guidelines

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Using the APN Badge in Marketing Materials Use the APN Badge correctly as shown in these examples.

3

1 2 3

1

DO place the APN Badge secondary to your own company’s logo.

2

DO place the APN Badge on a white background for best readability.

3

DO use the supplied APN Badge that corresponds with your APN Program designation.


3

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AWS Architecture Icon

AWS Architecture Icon 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 are encouraged to use this icon to associate your solution architecture with AWS.

When building architecture diagrams, please use AWS Simple Icons. Find the most recent set at: aws.amazon.com/architecture/icons/

Do not use the previous AWS Cloud Icon in any communications.

The AWS icon represents the cloud in architecture. This icon is availabale for you to use in yourPreviously architecture diagrams, illustrations, or infographics. Partners are encouraged to use this icon to associate your solution architecture with the AWS Cloud Platform.

Current

AWS cloud

AWS cloud

AWS cloud

s/logo-guidelines/


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PR 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 PDM 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.

• Do not include statements that could be interpreted to imply that AWS is not secure, not scalable, not cost effective, not accessible, etc.....without your product or service. When it comes to security, it is best to look at the messaging on the Security page of the AWS Website and the AWS Shared Responsibility Model. • We recommend including customer quotes in your press release submissions.

• DO NOT use the terms “partners” or “partnership” or “alliance” to describe the AWS relationship. We prefer the terms “agreement,” “teamed,” “in cooperation with,” or “relationship”

• 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 something runs “in” AWS makes it sound more integrated than it actually is. For this reason, please also avoid language that says that your solution is tightly “integrated” with AWS.

• DO NOT use the name “Amazon” when referring to Amazon Web Services or AWS.

Approved language:

• DO NOT use the terms “hybrid, “hybrid architecture”, “hybrid cloud”, public cloud”, “private cloud” or “on-premises environment” may be approved, but those terms should not be used to describe 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 enterprise customers fast, flexible access to the cloud.”

The release should not:

• DO NOT include a quote from an Amazon or AWS executive unless previously agreed upon and approved.

• “XX application runs on the flexible, scalable, pay-as-you-go AWS Cloud.”

• DO NOT include any sales projections.

• “…while using the company’s existing on-premises environment.”

• DO NOT disclose proprietary information about Amazon or AWS.

• “XXX and Amazon Web Services are working together to….”

• DO NOT refer to our stock ticker symbol.

Not Approved language:

• DO NOT use the “About AWS” boilerplate. These are reserved for AWS releases only.

• “XXX announces a strategic partnership with Amazon Web Services.”

Additional points to keep in mind on AWS Requirements:

• “The Amazon Web Services alliance with XXX significantly extends what is already a clear and dramatic leadership position for both companies. No other company currently can match the flexibility and power of this offering.”

• The release should highlight a clear call to action and the customer benefit. PR will not provide an AWS quote for a future service or for releases that are merely stating that the two companies “will be working together.” • We will not approve any declarative statements about someone being “the best”, “the first”, “the only”, etc. without substantiation of the claim. • Please do not use the term “partnering” in your press release because it could insinuate that there was co-development done. Its fine to say that we are “working with so and so”, but the term “partner” will often get rejected.

• “XXX is the first to provide these capabilities for enterprise customers.” • “XXX will speed the adoption of the AWS cloud.” • “XX application protects organizations from the risks of cloud systems.” • “XX application is designed for enterprise workloads and runs in the AWS Cloud.” • …”while using the company’s existing private Cloud environment.”

• AWS Marketplace does not endorse any AWS Marketplace Seller feature, product, or benefit. You may say that your feature or product is available within AWS Marketplace. 23

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.

1. Content should be relevant to the audience and highlight a clear customer benefit. 2. Be factual and back up all claims with supporting data and sources. 3. Do not use the name “Amazon” when referring to Amazon Web Services or AWS. 4. When referring to AWS, do use the name “Amazon Web Services” or “AWS”. Do not use the terms “AWS platform”, “AWS gateway”, “AWS ecosystem”, or “AWS infrastructure”. 5. All references to AWS services need to use accurate branding. Refer to the AWS website for accurate branding.

• Approved: Amazon EC2, Amazon S3, Amazon Redshift

• Not approved: EC2, S3, Redshift

6. When referring to AWS Marketplace, do include “AWS” before Marketplace. At no time, should Marketplace be used as a stand-alone term. Marketplace should also be one word, with a capital “M”. 7. AWS Marketplace does not endorse any AWS Marketplace Seller feature, product, or benefit. You may say that your feature or product is available within the AWS Marketplace. 8. AWS will not approve use of the terms “partnership” or “alliance” to describe the AWS relationship within the context of joint engineering. Alternative language such as “working with” or “in cooperation with” is approvable.

• Approved Language: “XXX is releasing XX for Amazon Web Services to….”

•N ot Approved Language: “XXX announces a strategic partnership with Amazon Web Services.”

9. AWS will not approve use of any sales projections, disclosure of proprietary information about Amazon or AWS nor inclusions of the AMZN stock ticker symbol. 10. AWS will not approve statements around someone being “the best”, “the first”, “the only”, etc. It is very difficult to support this type of claim. We understand solutions/technologies may in fact be “the first” or “the best-selling”, however, we have little time to prove any/all claims, which can lead to unmanageable lead times.

• Approved Language: “XXX provides key capabilities for enterprise customers such as…”

• Not Approved Language: “XXX is the first to provide these capabilities for enterprise customers.”

11. AWS appreciates that APN Partners and AWS Marketplace Sellers also partner with many other companies in the cloud computing industry. When referencing other partnerships or partnership with AWS, refrain from making direct comparisons of products or companies, comparing companies’ strengths or weaknesses or defining companies in any negative manner. 12. Do not use statements that could insinuate that AWS or the cloud in general is not secure, not scalable, not reliable, not cost effective, not accessible, not performant, etc….without the APN Partner’s or AWS Seller’s product or service. Focus messaging on how your product, service or offering complements AWS.

• Approved Language: “XXX application provides an added layer of encryption to the existing security of AWS.”

• Approved Language: “XXX helps you manage access and provides a consolidated view on identity types across your organization.”

• Approved Language: “XXX helps you leverage the elastic scalability of the cloud.”

• Not Approved Language: “AWS isn’t secure/reliable/performant without XXX solution.”


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APN Partner and AWS Marketplace Seller Messaging Guidelines • N ot approved language: “It’s really hard to make your AWS environment highly secure/reliable/performant without XXX solution.”

• Approved Language: “XXX makes it easier to manage security across hybrid cloud environments…”

• Not approved language: “XXX will speed the adoption of AWS.”

•N ot approved language: “Deploying applications on AWS is complex without XXX solution.”

• Approved Language: “XXX enables enterprises to extend their on-premises investment in XXX onto AWS…”

• Approved Language: “XXX delivers workload portability across your on-premises (or private cloud) infrastructure and AWS…”

• Approved Language: “XXX delivers end-to-end visibility across hybrid architectures…”

• Approved Language: “XXX can help you plan and accelerate workload migrations from your on-premises (or private cloud) infrastructure to AWS…”

• Approved Language: “XXX solution is designed to work in cloud, hybrid cloud and on-premises environments…”

• Not Approved Language: “The AWS public cloud …”

• Not Approved Language: “XXX application enables you to build an AWS hybrid cloud…”

•N ot approved language: “Migrating on-premises systems to the cloud can be risky and costly, with XXX solution those risks and costs are no longer an issue.”

13. When positioning Security offerings, position products in ways that will enhance security for the customer. Do not use language that could insinuate AWS is not secure. When it comes to security, it is best to look at the messaging on the Security page of the AWS Website. We approach security as a shared model, where we have responsibility for security in the domain we control (hypervisor, physical hardware, facilities, etc.), and the customer has responsibility for securing the domain that will be in their control (guest OS and above). Learn more about the AWS Shared Responsibility model here: https://aws.amazon.com/compliance/ shared-responsibility-model/.

•A pproved Language: “XXX solution will help you incorporate security best practices into your cloud migration.”

15. AWS will NOT approve the use of the term “multi-cloud”. 16. Make sure it does not sound like a solution runs “in” AWS. It is more appropriate to reference that it runs “on” AWS. Stating that something runs “in” AWS makes it sound more integrated than it actually is. Similarly, please don’t imply that your solution is tightly “integrated” with AWS.

•A pproved Language: “XXX solution will help automate security and compliance processes in your organization.”

•N ot Approved Language: “Migrating to the cloud can be a security nightmare without XXX application.”

• Approved Language: “XXX application is designed for enterprise workloads and runs on AWS”

•N ot Approved Language: “XXX application protects organizations from the risks of cloud systems.”

• Not Approved Language “XXX application is designed for enterprise workloads and runs in the AWS Cloud.”

14. The terms “hybrid”, “hybrid architecture”, “hybrid cloud”, “public cloud”, “private cloud” or “on-premises environment” may be approved, but those terms should not be used to describe AWS.

17. Collateral and signage at AWS events should not reference other public clouds in either copy or graphics/visuals/images.


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General Co-Marketing Guidelines Use of the AWS Partner Network (APN) Badge

Use of AWS Trademarks in Google AdWords

https://aws.amazon.com/partners/logo-guidelines

AWS owns and restricts trademark use by 3rd parties on all search engines were possible. However, Advanced and Premier APN Partners can benefit from AdWords whitelisting to run ads on our trademarks. In order for AWS to whitelist Advanced or Premier APN Partners, you will need to submit a screen shot of your search engine accounts along with your ad account ID to the AWS paid search team ([email protected]) demonstrating that the following exact match keywords are placed as Negatives in the account: [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 whitelisted for TM use in ad copy.

The APN Badge is for use by APN Partners to promote your standing as an APN Partner. As outlined in APN’s online Terms and Conditions, APN Partners that are Standard Tier and above, Channel Reseller Partners or Government Partners may use applicable APN Badges. For guidelines on use of the APN Badge, please visit the AWS Partner Network Logo guidelines webpage.

Use of Powered by AWS Logo https://aws.amazon.com/co-marketing 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.

Use of AWS Trademarks in URLs https://aws.amazon.com/partners/logo-guidelines For guidelines on use of AWS Marks in web URLs, please visit the AWS Partner Network Logo guidelines webpage. AWS Marks are defined in Section 2 of the AWS Trademark Guidelines. Permissible use is to the right of the top level domain name in a URL. Example of Permissible Use: www.application domain.com/aws Equivalents: 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.

Use of AWS Logo https://aws.amazon.com/trademark-guidelines/ The AWS Logo is our house brand. Protecting this valuable trademark requires that we carefully control how this trademark is used. The AWS Logo may be used by eligible APN Partners as outlined in this guide. The AWS Logo must not be modified. For all needs related to showcasing your status 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.

Use of AWS Simple Icons https://aws.amazon.com/architecture/icons A diagram is worth a thousand words. Architecture diagrams are a great way to communicate about your design, deployment and topology. APN Partners are permitted to use the AWS Simple Icons. Icons must only be used when promoting content or products clearly related to AWS. Icons must not be modified.


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Additional Resources AWS Simple Icons: https://aws.amazon.com/architecture/icons AWS Trademark Guidelines: https://aws.amazon.com/trademark-guidelines APN Partner Logo Guidelines: https://aws.amazon.com/partners/logo-guidelines Powered by AWS Logo Co-Marketing Guidelines: https://aws.amazon.com/co-marketing

Please visit APN Marketing Central to: • Access high resolution logo files • Access quick and easy marketing tools that enable you to generate demand for your solutions on AWS https://aws.amazon.com/partners/apn-marketing-central/

© 2017 Amazon Inc. All rights reserved. Amazon and the Amazon logo are trademarks of Amazon Inc.

Note: RGB colors

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