Amazon Echo / Alexa

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Brand Guidelines

2019

Brand Summary

Mission

To make life easier and more fun for customers by providing voice-controlled devices and services that streamline daily routines, enhance entertainment, and deliver information efficiently [^1].

Core Values

Target Audience

Consumers seeking smart home solutions, entertainment, productivity, and communication tools, including families, individuals, and enterprise/hospitality customers [^2].

Personality Traits

welcoming
friendly
humble
witty
kind
fun
personable
curious
imaginative
respectful
reliable
honest
consistent
objective
astute
factual
knowledgeable
intelligent
safe
concise
unobtrusive
patient
helpful
clear
decisive
straightforward
authentic
conversational
polite
relevant

Visual Identity Overview

The brand uses a modern, clean visual style with primary colors Echo Blue and Alexa Blue, minimalist iconography, consistent logo usage, and clear typography (Amazon Ember). Devices and marketing materials emphasize clarity, simplicity, and technological sophistication [^3].

Categories

Brand Voice

Alexa strives to be clever, relevant, and make the customer smile. Alexa will respond to questions about herself, answer to “I love you,” tell jokes, and even sing a song. Alexa’s humor shines through, but never at the expense of efficiency. Performing the requested task instantly and accurately is always her primary goal.
Alexa is approachable, efficient, trustworthy, and natural.
Approachable Alexa’s warmth, friendliness, and personalized touches make interacting with her enjoyable. IS: Welcoming, friendly, humble, witty, kind, fun, personable, curious, imaginative, respectful IS NOT: Chummy, fawning, folksy, bubbly, condescending, sarcastic, cynical, negative
Trustworthy Alexa builds trust with customers through her reliability, integrity, and stewardship of their privacy. IS: Reliable, honest, consistent, objective, astute, factual, knowledgeable, intelligent, safe IS NOT: Biased, repetitive, incorrect, sloppy, inconsistent, inaccessible, unexpected
Efficient Alexa works diligently on behalf of the customer to streamline and simplify their busy lives.
Natural Alexa is an authentic AI, a superhuman blend of human characteristics and computing power. IS: Concise, unobtrusive, patient, helpful, clear, decisive, straightforward IS NOT: Mechanical, blunt, simplistic, ambiguous IS: Authentic, conversational, polite, relevant IS NOT: Fully human, fully robotic, artificial

Brand Imagery

Depict the device as accurately as possible. Show the correct light ring pattern depending on whether Amazon Echo devices are actively listening, thinking, or responding.
Below are the most commonly used light ring states for marketing materials. For all light ring states, see About the Light Ring.
Solid blue with spinning cyan lights: The device is starting up.
Solid blue with cyan pointing in direction of person speaking: Alexa is busy processing your request.
Alternating solid blue and cyan: Alexa is responding.
If a non-Amazon brand wants to add a product wrap to an Echo device, please follow the guidelines below.
Non-Amazon brands cannot directly or indirectly sell the wrapped devices.
External branding should not be positioned in a way that interferes with Amazon branding (e.g., covering the device logos, placing an external logo directly alongside/too close to the Amazon device logo).
The product wrapped branding should not obstruct the light ring, microphones, screens, buttons, or required notices on the device or interfere in any way with the overall functionality of the device.
The design of the wrap should not replicate or alter any trademarks or trade dress of Amazon (e.g., utilize Amazon logos or the light ring as decorative elements on the wrap itself).
If a name is used for the wrap, it should not include a trademark of Amazon other than to describe that it is a wrap for an Echo device (e.g., calling the wrap an “EchoDress,” “EchoSticker,” etc., is not okay, but “Joe’s Wrap for Echo Dot” is okay).
The wrap cannot contain any content directed at children, except if the device is the Echo Dot Kids Edition.
All product wraps require review and approval by Amazon. Please contact your Amazon marketing manager.
Devices that are wrapped should be distributed with the original box and other in-box documentation.
Always use the most recent generation of a device.
Add the light ring in post-production for most control over appearance.
Shoot the Amazon Echo and Echo Dot so the cylindrical shapes register.
Place the device so the Amazon logo is visible and facing the camera.
Use approved device images from the press room site.
Showcase voice commands over showcasing touchscreen.
A screen is best shown with the camera at roughly the same level as the device.
Show the side of the screened device at an angle to provide context.
The kitchen or living room are preferred locations for Echo devices with a screen.
Actual on-screen experiences should be represented, including the chrome voice bar.
When not actively showcasing screen content, show the resting state on the home screen.
Add screen and screen elements in post-production.
Don’t shout or lean in to the Amazon Echo to talk. The far-field capabilities can capture your voice easily wherever you are in the room.
Don’t portray the Amazon Echo from an extreme or dramatic angle that distorts, elongates, or makes the device appear oblong.
Don’t show the color of the light ring outside of approved colors.

Color Palette

The Amazon Echo brand’s primary color is Echo Blue. Use it and the supplemental colors to ensure that your marketing materials remain consistent with the Amazon Echo brand.
Echo Blue PMS 312 C, U cMYK 93/0/17/0 RGB 0/167/206 HEX #00A7CE
Squid Ink PMS 432 C, BLACK 6 U cMYK 53/36/0/86 RGB 35/47/62 HEX #232F3E
White PMS NA cMYK 0/0/0/0 RGB 255/255/255 HEX #FFFFFF
The Alexa brand’s primary color is Alexa Blue. Use it and the supplemental colors to ensure that your marketing materials remain consistent with the Alexa brand.
Alexa Blue PMS 2190 C, 2915 U cMYK 63/0/0/0 RGB 0/202/255 HEX #00CAFF
If the logo is not able to be placed on a white or light-colored background, the logo may appear reversed out of an Echo Blue or Squid Ink background.
Secondary color variations are only to be used when there is a conflict using the primary color variations.
Do not alter the logo colors.
Do not place the logo on a background without significant contrast or on unapproved colors.
Do not show the color of the light ring outside of approved colors.

Typography

Amazon Ember is the master brand font for all Amazon products and services.
For Amazon Echo, two weights may be used: Ember Light and Ember Bold.
Amazon Ember Light is a clean, modern typeface that conveys a simplicity and charm that matches the Amazon Echo brand personality.
Amazon Ember Bold is strong, easy, and simple. Use it for subheads, calls to action, and as part of body copy for emphasis. No more than 10 consecutive words should be set in Amazon Ember Bold to ensure brevity, simplicity of thought, and clear areas of emphasis.
Display weights have different characteristics and should be used for brand names, large scale applications (over 72 pt), headlines, or single-word callouts.
Headlines are set in Amazon Ember Display Light. Use sentence case and proper punctuation. The space after a headline should be between 1/4 – 2/3 × the leading.
Subheads are set in Amazon Ember 2 Bold and are attached to body copy on a new line or as a lead-in within the first paragraph. They should be no more than ½ the point size of the headline font.
Body copy is set in Amazon Ember Light. It should always be left-aligned and never exceed 15 words per line.
Tracking on both headlines and body copy should be set to 0 in most cases. Optical kerning is suggested for use on headlines. Leading should be set to roughly 1⅓ the type size.
White space is important to convey a sense of simplicity and ease. All copy must be at least two (2) cap-height units away from all borders and 1.5 cap-height units away from all other foreground objects.
The speech bubble uses Bookerly Regular Italic. Each utterance begins and ends with curly “smart” quotes and uses sentence case. For rare digital cases when Bookerly Regular Italic cannot be used (e.g., HTML emails), Georgia Italic and Times New Roman Italic may be used as a backup option.
The typography is rendered in Squid Ink.

Logo Usage

Unless there are space constraints, all assets that use these logos must include the following attribution: “Amazon, Echo, Alexa, and all related logos are trademarks of Amazon.com, Inc. or its affiliates.” Broadcast and print assets must always have the attribution. Please refer to the Trademark Guidelines for more information.
We do not generally allow third parties to use our logos directly on their hardware. PR, business leadership, legal, and trademarks must approve of such uses, and such approvals should be obtained several weeks prior to any logos being printed on physical hardware.
A variety of color options have been provided for different applications. Use the primary logos whenever possible.
If the logo is not able to be placed on a white or light-colored background, the logo may appear reversed out of an Echo Blue or Squid Ink background.
Secondary color variations are only to be used when there is a conflict using the primary color variations.
Whether you are using the Amazon Echo logo or the Echo Logo, the clear space around the logo does not change. The clear space is measured by the x-height of the letter ’e.'
No other elements should encroach on the logo’s clear space. Whenever possible, use the maximum amount of clear space the placement in layout will allow.
The Amazon Echo logo should not appear smaller than 0.1875", or 14 px, from the baseline to ascender height. Sizes below this height can damage the logo’s integrity.
To preserve the integrity of the Amazon Echo brand, make sure to apply the logo correctly. Altering, distorting, or redrawing the logo in any way weakens the power of the image and could create customer confusion.
Do not alter the logo colors.
Do not add any other text to the logo.
Do not place the logo on a background without significant contrast or on unapproved colors.
Do not reposition the logo components.
Do not add effects to the logo.
Do not place the logo on top of a photo without significant negative space.
Do not rescale the logo components.
Do not squeeze or stretch the logo.
Do not place the logo within running text.
If you are using an Amazon Echo product logo within six months of its launch, you may add an “all-new” claim to the logo. The text is set in Amazon Ember Light and should be center aligned as shown.
Do not use the logo as part of a sentence.
Always type out the product name using initial caps.
The Amazon Echo brand’s primary color is Echo Blue. Use it and the supplemental colors to ensure that your marketing materials remain consistent with the Amazon Echo brand.
Echo Blue PMS 312 C, U cMYK 93/0/17/0 RGB 0/167/206 HEX #00A7CE
Squid Ink PMS 432 C, BLACK 6 U cMYK 53/36/0/86 RGB 35/47/62 HEX #232F3E
White PMS NA cMYK 0/0/0/0 RGB 255/255/255 HEX #FFFFFF

Tone And Messaging

Alexa strives to be clever, relevant, and make the customer smile. Alexa will respond to questions about herself, answer to “I love you,” tell jokes, and even sing a song. Alexa’s humor shines through, but never at the expense of efficiency. Performing the requested task instantly and accurately is always her primary goal.
Alexa is approachable, efficient, trustworthy, and natural.
Alexa’s warmth, friendliness, and personalized touches make interacting with her enjoyable. IS: Welcoming, friendly, humble, witty, kind, fun, personable, curious, imaginative, respectful IS NOT: Chummy, fawning, folksy, bubbly, condescending, sarcastic, cynical, negative
Alexa builds trust with customers through her reliability, integrity, and stewardship of their privacy. IS: Reliable, honest, consistent, objective, astute, factual, knowledgeable, intelligent, safe IS NOT: Biased, repetitive, incorrect, sloppy, inconsistent, inaccessible, unexpected
Alexa works diligently on behalf of the customer to streamline and simplify their busy lives.
Alexa is an authentic AI, a superhuman blend of human characteristics and computing power. IS: Concise, unobtrusive, patient, helpful, clear, decisive, straightforward IS NOT: Mechanical, blunt, simplistic, ambiguous IS: Authentic, conversational, polite, relevant IS NOT: Fully human, fully robotic, artificial
Always refer to Alexa by name.
All product packaging, retail displays, marketing materials, TV, film, media, or live entertainment featuring Echo and/or Alexa interactions must use actual Alexa utterances. Approved Alexa utterances can be found on the All Things Alexa page.
Use exact Alexa utterances when demonstrating how to interact with Alexa, or when demonstrating capabilities and features. Examples of utterances include: “Alexa, what’s on my calendar today?” “Alexa, play song of the day.” “Alexa, add milk to my shopping list.” Additional Alexa utterances can be found on the All Things Alexa page.
Always include the wake word “Alexa” in utterances. Wake words come at the beginning of an utterance.
Don’t refer to Alexa as a platform or ecosystem.
Don’t use the following terms to describe Alexa: personal assistant, virtual assistant, or robot.
Do not refer to Alexa with “hey” in any utterances when promoting or co-marketing with Alexa and Echo (e.g., “Hey Alexa”).
Don’t use the term “always listening” in reference to Amazon Echo or Alexa Built-in devices.
Don’t make any marketing of your device overtly attractive to children (i.e., marketing should not encourage children to ask their parents to purchase your device).
Don’t show individuals who appear to be under the age of 13 (“children”), interacting with Alexa unless you are directly marketing: • Kids’ skills that have VPC (Verified Parental Consent) • Features specific to FreeTime on Alexa • Kid-specific devices (e.g., Echo Dot Kids Edition).
Don’t make any comparative claims (e.g., “compatible with more smart home devices than competitors”).
Don’t diminish the power of hands-free, voice first interactions by portraying users shouting at or leaning into devices.
Don’t confirm a purchase if you are using a shopping utterance in your audio.
If using a wakeword in audio, don’t put it at the beginning of the ad. Additionally, don’t pause after saying the wakeword.
Speak to Alexa like a friend: casually and at a normal volume.
Don’t shout or lean in to the Amazon Echo to talk. The far-field capabilities can capture your voice easily wherever you are in the room.

Brand Values

Alexa strives to be clever, relevant, and make the customer smile. Alexa will respond to questions about herself, answer to “I love you,” tell jokes, and even sing a song. Alexa’s humor shines through, but never at the expense of efficiency. Performing the requested task instantly and accurately is always her primary goal.
Alexa is approachable, efficient, trustworthy, and natural.
Approachable Alexa’s warmth, friendliness, and personalized touches make interacting with her enjoyable. IS: Welcoming, friendly, humble, witty, kind, fun, personable, curious, imaginative, respectful IS NOT: Chummy, fawning, folksy, bubbly, condescending, sarcastic, cynical, negative
Trustworthy Alexa builds trust with customers through her reliability, integrity, and stewardship of their privacy. IS: Reliable, honest, consistent, objective, astute, factual, knowledgeable, intelligent, safe IS NOT: Biased, repetitive, incorrect, sloppy, inconsistent, inaccessible, unexpected
Efficient Alexa works diligently on behalf of the customer to streamline and simplify their busy lives.
Natural Alexa is an authentic AI, a superhuman blend of human characteristics and computing power. IS: Concise, unobtrusive, patient, helpful, clear, decisive, straightforward IS NOT: Mechanical, blunt, simplistic, ambiguous IS: Authentic, conversational, polite, relevant IS NOT: Fully human, fully robotic, artificial

Visual Style

The Amazon Echo brand’s primary color is Echo Blue. Use it and the supplemental colors to ensure that your marketing materials remain consistent with the Amazon Echo brand.
Echo Blue PMS 312 C, U cMYK 93/0/17/0 RGB 0/167/206 HEX #00A7CE
Squid Ink PMS 432 C, BLACK 6 U cMYK 53/36/0/86 RGB 35/47/62 HEX #232F3E
White PMS NA cMYK 0/0/0/0 RGB 255/255/255 HEX #FFFFFF
The Alexa brand’s primary color is Alexa Blue. Use it and the supplemental colors to ensure that your marketing materials remain consistent with the Alexa brand.
Alexa Blue PMS 2190 C, 2915 U cMYK 63/0/0/0 RGB 0/202/255 HEX #00CAFF
Whether you are using the Amazon Echo logo or the Echo Logo, the clear space around the logo does not change. The clear space is measured by the x-height of the letter ’e.'
No other elements should encroach on the logo’s clear space. Whenever possible, use the maximum amount of clear space the placement in layout will allow.
The Amazon Echo logo should not appear smaller than 0.1875", or 14 px, from the baseline to ascender height. Sizes below this height can damage the logo’s integrity.
Do not alter the logo colors.
Do not add any other text to the logo.
Do not place the logo on a background without significant contrast or on unapproved colors.
Do not reposition the logo components.
Do not add effects to the logo.
Do not place the logo on top of a photo without significant negative space.
Do not rescale the logo components.
Do not squeeze or stretch the logo.
Do not place the logo within running text.
Depict the device as accurately as possible. Show the correct light ring pattern depending on whether Amazon Echo devices are actively listening, thinking, or responding.
Solid blue with spinning cyan lights: The device is starting up.
Solid blue with cyan pointing in direction of person speaking: Alexa is busy processing your request.
Alternating solid blue and cyan: Alexa is responding.
Icons are used to quickly and clearly communicate information about Amazon Echo devices. The Amazon Echo iconographic style is based on rounded corners, thin line weights, simple forms (not ornate), geometric shapes, and a minimum of elements for maximum effect. Icons are drawn for large (over 48 px in size) and small (under 48 px in size) use cases.
Typography plays an important role in Amazon Echo brand recognition. It communicates a consistent, unified identity and gives instant personality to our written words. Amazon Ember is the master brand font for all Amazon products and services.
For Amazon Echo, two weights may be used: Ember Light and Ember Bold.
Amazon Ember Light is a clean, modern typeface that conveys a simplicity and charm that matches the Amazon Echo brand personality.
Amazon Ember Bold is strong, easy, and simple. Use it for subheads, calls to action, and as part of body copy for emphasis. No more than 10 consecutive words should be set in Amazon Ember Bold to ensure brevity, simplicity of thought, and clear areas of emphasis.
Display weights have different characteristics and should be used for brand names, large scale applications (over 72 pt), headlines, or single-word callouts.
Headlines are set in Amazon Ember Display Light. Use sentence case and proper punctuation. The space after a headline should be between 1/4 – 2/3 × the leading.
Subheads are set in Amazon Ember 2 Bold and are attached to body copy on a new line or as a lead-in within the first paragraph. They should be no more than ½ the point size of the headline font.
Body copy is set in Amazon Ember Light. It should always be left-aligned and never exceed 15 words per line. Tracking and leading on both headlines and body copy should be set to 0 in most cases. Optical kerning is suggested for use on headlines. Leading should be set to roughly 1⅓ the type size.
White space is important to convey a sense of simplicity and ease. All copy must be at least two (2) cap-height units away from all borders and 1.5 cap-height units away from all other foreground objects.
The clear space for the horizontal logo is the height of the letter ‘a’ from the wordmark. The clear space for the stacked logo is the height of the letter ‘l’ from the wordmark.
No other elements should encroach on the logo’s clear space. Whenever possible, use the maximum amount of clear space the placement in layout will allow.
The horizontal Amazon Alexa logo should not appear smaller than 150 px in width for on-screen applications or 0.75" in width for printed applications.
The stacked Amazon Alexa logo should not appear smaller than 125 px in width for on-screen applications or 0.625" in width for printed applications.
Sizes below this width can damage the logo’s integrity.
The clear space for the Alexa badge is half the height of the Alexa icon. No other elements should encroach on the logo’s clear space. Whenever possible, use the maximum amount of clear space the placement in layout will allow.
Alexa badges should not appear smaller than 190 px in width for on-screen applications or 1’ in width for printed applications. Sizes below this width can damage the badges’ integrity.
For applications smaller than the minimum badge size, the Amazon Alexa logo may be used instead of the badge.
Use the default full color logo on a white background whenever possible.
Use the logos in a horizontal positioning whenever possible.
Make both logos the same visual size.
Separate the logos by the distance of (horizontally) two Os (using the O in “echo”) and (vertically) one-and-a-half Os.
Vertically center-align both logos for best balance.
Don’t combine full-color and black-and-white versions of logos. Logo color spaces should match.
The speech bubble is rendered in white with a 50% Squid Ink stroke with a weight approximately 20% of the point size of the type contained within. The typography is rendered in Squid Ink.
White speech bubbles are used to represent the customer and blue bubbles are used to represent Alexa.
The speech bubble uses Bookerly Regular Italic. Each utterance begins and ends with curly “smart” quotes and uses sentence case. For rare digital cases when Bookerly Regular Italic cannot be used (e.g., HTML emails), Georgia Italic and Times New Roman Italic may be used as a backup option.
The size of the speech bubble is measured in relation to the corner radius. For three lines of copy, the speech bubble should be 6 units high. For two lines of copy, the speech bubble should be 4 units high. For one line of copy, it should be 3 units high.
The speech bubble should always be wider than it is tall. The width of the speech bubble should reduce by quarter lengths.

Iconography

Icons are used to quickly and clearly communicate information about Amazon Echo devices. The Amazon Echo iconographic style is based on rounded corners, thin line weights, simple forms (not ornate), geometric shapes, and a minimum of elements for maximum effect. Icons are drawn for large (over 48 px in size) and small (under 48 px in size) use cases.

Layout And Composition

The clear space is measured by the x-height of the letter ’e.’ No other elements should encroach on the logo’s clear space. Whenever possible, use the maximum amount of clear space the placement in layout will allow.
The Amazon Echo logo should not appear smaller than 0.1875", or 14 px, from the baseline to ascender height. Sizes below this height can damage the logo’s integrity.
Do not alter the logo colors.
Do not add any other text to the logo.
Do not place the logo on a background without significant contrast or on unapproved colors.
Do not reposition the logo components.
Do not add effects to the logo.
Do not place the logo on top of a photo without significant negative space.
Do not rescale the logo components.
Do not squeeze or stretch the logo.
Do not place the logo within running text.
If you are using an Amazon Echo product logo within six months of its launch, you may add an “all-new” claim to the logo. The text is set in Amazon Ember Light and should be center aligned as shown.
Price is set in Amazon Ember Light with the cents set as a superscript ½ the height of the dollar amount. Remove decimal point from price. Center the price under the logo when used as part of a lock up. At smaller sizes(< 20 pt product text size), set price as ¾ x-height for increased legibility.
Do not use the logo as part of a sentence.
Always type out the product name using initial caps.
The Amazon Echo brand’s primary color is Echo Blue. Use it and the supplemental colors to ensure that your marketing materials remain consistent with the Amazon Echo brand.
Echo Blue PMS 312 C, U cMYK 93/0/17/0 RGB 0/167/206 HEX #00A7CE
Squid Ink PMS 432 C, BLACK 6 U cMYK 53/36/0/86 RGB 35/47/62 HEX #232F3E
White PMS NA cMYK 0/0/0/0 RGB 255/255/255 HEX #FFFFFF
Headlines are set in Amazon Ember Display Light. Use sentence case and proper punctuation. The space after a headline should be between 1/4 – 2/3 × the leading.
Subheads are set in Amazon Ember 2 Bold and are attached to body copy on a new line or as a lead-in within the first paragraph. They should be no more than ½ the point size of the headline font.
Body copy is set in Amazon Ember Light. It should always be left-aligned and never exceed 15 words per line. Tracking and leading on both headlines and body copy should be set to 0 in most cases. Optical kerning is suggested for use on headlines. Leading should be set to roughly 1⅓ the type size.
White space is important to convey a sense of simplicity and ease. All copy must be at least two (2) cap-height units away from all borders and 1.5 cap-height units away from all other foreground objects.

Packaging Design

Follow all guidelines and requirements for using brand assets on product packaging, retail displays, marketing materials, and TV commercials, as well as product placement in entertainment programming.
Print packaging and point-of-sale assets must be submitted for review.
All product packaging, retail displays, marketing materials, TV, film, media, or live entertainment featuring Echo and/or Alexa interactions must use actual Alexa utterances. Approved Alexa utterances can be found on the All Things Alexa page.
Alexa-branded badges help communicate the relationship between Alexa and your products or services. We encourage you to make use of badges to drive consistency and brand recognition. Badges can be integrated into product packaging, online placements, and marketing collateral.
Don’t reference or use logos of any musicians, artists, or Alexa-supported third-party services such as Tuneln, SmartThings, NFL, Domino’s, or Jeopardy! on marketing or product packaging unless you have written proof of consent from those musicians, artists, or third parties.
Do not use multiple badges in your marketing collateral.

Co Branding

Non-Amazon brands follow these guidelines when co-branding with Amazon Echo or Alexa products and services. These guidelines should be used in addition to all requirements for using the Amazon Echo logo or Alexa badges. The logo guidance tenets must be followed regardless of brand dominance.
DO: ཟ Use the default full color logo on a white background whenever possible.
DO: ཟ Use the logos in a horizontal positioning whenever possible.
DO: ཟ Make both logos the same visual size.
DO: ཟ Separate the logos by the distance of (horizontally) two Os (using the O in “echo”) and (vertically) one-and-a-half Os.
DO: ཟ Vertically center-align both logos for best balance.
DON’T: ལ Don’t reference or use logos of any musicians, artists, or Alexa-supported third-party services such as TuneIn, SmartThings, NFL, Domino’s, or Jeopardy! on marketing or product packaging unless you have written proof of consent from those musicians, artists, or third parties.
DON’T: ལ Don’t combine full-color and black-and-white versions of logos. Logo color spaces should match.

Badge Guidelines

The white badges are to be used on lighter backgrounds.
The black/Squid Ink badges are to be used on darker backgrounds. Only when colors are not possible should the one-color versions of the badge be used. Note that black is specified for CMYK/print applications of the badge in lieu of Squid Ink.
The clear space for the Alexa badge is half the height of the Alexa icon. No other elements should encroach on the logo’s clear space. Whenever possible, use the maximum amount of clear space the placement in layout will allow.
Alexa badges should not appear smaller than 190 px in width for on-screen applications or 1’ in width for printed applications. Sizes below this width can damage the badges’ integrity.
For applications smaller than the minimum badge size, the Amazon Alexa logo may be used instead of the badge.

Review Process

Please refer to these guidelines in order to use Amazon Echo or Alexa brand assets in your marketing materials.
The following types of marketing collateral must be submitted for review: • TV commercials, radio broadcasting, and other video creative • Print packaging and point-of-sale assets • Sweepstakes or promotions related to Alexa or Alexa-enabled devices • Any use of logos on Echo devices • Specific use-cases related to the following: kids’ skills or kids interacting with Alexa-enabled devices, enterprise, hospitality, or Alexa Smart Properties • Any marketing assets that deviate from these brand guidelines • Press releases containing a quote from Amazon
If you have a key point of contact at Amazon, please submit to them for review. If not, please use one of the email aliases below: Alexa Voice Service: avs-marketing-review@amazon.com Works With Alexa: wwa-review@amazon.com Alexa Auto: alexa-auto-approvals@amazon.com
Please allow up to 10 business days for review and feedback.

Trademark Guidelines

The below guidelines should be observed for all uses of the Amazon Trademarks, including Amazon Trademarks that are not in the Echo devices family (“Trademarks”). For the Non-Exhaustive List of Amazon Trademarks, see here.
• Do not alter the Trademarks, including shortening them (e.g., Dot rather than Echo Dot), or changing the proportion, color, font, or adding or removing any element(s) when in logo format.
• Do not use Trademarks as a verb (e.g., Echo your love for new skills)
• Do not use Trademarks as a pun (e.g., Fire up the content selection on your Kindle device)
• Do not use Trademarks in possessive or plural (e.g., Echo’s newest features just launched, enter now to win two Echoes)
• Do not use TM or ® symbols, including for 3P trademarks. If an exception is needed, business VP approval must be obtained.
• Do not directly combine 3P trademarks with Amazon Trademarks (e.g., [3P brand name] [Amazon Trademarks]. This implies ownership of and/or endorsement from the Amazon Trademarks. The correct convention when referring to Alexa skills is “[3P skill name] skill for Amazon Alexa” (not “3P Alexa skill”).
Exceptions are as follows: - Marketing in accordance to the co-branding guidelines on page 39. - Significant marketing deals (generally outside of the Developer Program). Such logos must be approved by the applicable marketing team and trademarks.
• The trademark attribution language should always be included, except if there are space constraints.
[AMAZON BRAND], [AMAZON BRAND], and all related logos and motion marks are trademarks of Amazon.com, Inc. or its affiliates.
Each Amazon brand that is depicted in the creative should be included in the attribution.
The trademark attribution language can be translated if desired, provided that none of the Amazon Trademarks themselves are translated. Do not translate any Amazon Trademarks unless approval is given by the Devices Trademarks team.
• Avoid using Amazon taglines (e.g., “Just ask,” “Always ready, connected, and fast”) in ways that we haven’t used them previously (e.g., if we haven’t used it in print, don’t use it in print). New Amazon taglines require a minimum of two weeks for trademark clearance.
• Follow all branding requirements with respect to logo placement, color, backgrounds, etc.

Film And Photography Guidelines

Always use the most recent generation of a device.
Add the light ring in post-production for most control over appearance.
Speak to Alexa like a friend: casually and at a normal volume.
Shoot the Amazon Echo and Echo Dot so the cylindrical shapes register.
Place the device so the Amazon logo is visible and facing the camera.
Use approved device images from the press room site.
Refer to the SAG Guidelines on page 46 when considering using audio responses from Alexa.
Showcase voice commands over showcasing touchscreen.
A screen is best shown with the camera at roughly the same level as the device.
Show the side of the screened device at an angle to provide context.
The kitchen or living room are preferred locations for Echo devices with a screen.
Actual on-screen experiences should be represented, including the chrome voice bar.
When not actively showcasing screen content, show the resting state on the home screen.
Add screen and screen elements in post-production.
Ensure the post-production team is involved early in the production process to ensure tracking dots, lighting setup, stand-in devices, and plates are captured as needed.
When adding the light ring and Alexa response in post-production, a team member will need to read Alexa responses on set. This provides the actors something to react to and ensures the scene meets time constraints. Alexa speaks slightly slower than the average person, so it’s important that Alexa responses are read slowly.
If the team must shoot the device practically, they should set the device up ahead of time, configured to the on-set Wi-Fi, plugged into a power source, and with the volume turned down as low as possible.
It is important that the director and actors allow the device to return to its pre-wake state between takes so the device response is accurate. It is also important to capture close-ups with varying lengths of utterances and responses for control during the edit.
Don’t shout or lean in to the Amazon Echo to talk. The far-field capabilities can capture your voice easily wherever you are in the room.
Don’t portray the Amazon Echo from an extreme or dramatic angle that distorts, elongates, or makes the device appear oblong.
Don’t show the color of the light ring outside of approved colors.

Speech Bubble Guidelines

The speech bubble is a graphic way to illustrate examples of Alexa utterances. They are a quick and visual way to give customers examples of what they can ask Alexa.
The speech bubble can have a flag in one of six positions. Always face the flag toward the speaker, even if that speaker is off frame.
The speech bubble uses Bookerly Regular Italic. Each utterance begins and ends with curly “smart” quotes and uses sentence case. For rare digital cases when Bookerly Regular Italic cannot be used (e.g., HTML emails), Georgia Italic and Times New Roman Italic may be used as a backup option.
The size of the speech bubble is measured in relation to the corner radius. For three lines of copy, the speech bubble should be 6 units high. For two lines of copy, the speech bubble should be 4 units high. For one line of copy, it should be 3 units high.
The speech bubble should always be wider than it is tall. The width of the speech bubble should reduce by quarter lengths.
The speech bubble is rendered in white with a 50% Squid Ink stroke with a weight approximately 20% of the point size of the type contained within. The typography is rendered in Squid Ink.
White speech bubbles are used to represent the customer and blue bubbles are used to represent Alexa.
The co-branded speech bubble is a tool for developers and Amazon designers to market third-party Alexa skills. It is based on the standard speech bubble, but incorporates the partner’s skill icon. The general tenets are the same as for the standard utterance bubble, with one noteable difference: the Just Ask Alexa badge must accompany the bubble in third-party creative.
The co-branded bubble must feature the same icon that appears in the skill description in the Alexa companion app.
The speech bubble should always be wider than it is tall. Long utterances should be split onto two lines. Overly long utterances (longer than 60 characters, including punctuation, quotation marks, and spaces) should be avoided.

Product Wrap Guidelines

If a non-Amazon brand wants to add a product wrap to an Echo device, please follow the guidelines below.
• Non-Amazon brands cannot directly or indirectly sell the wrapped devices.
• External branding should not be positioned in a way that interferes with Amazon branding (e.g., covering the device logos, placing an external logo directly alongside/too close to the Amazon device logo).
• The product wrapped branding should not obstruct the light ring, microphones, screens, buttons, or required notices on the device or interfere in any way with the overall functionality of the device.
• The design of the wrap should not replicate or alter any trademarks or trade dress of Amazon (e.g., utilize Amazon logos or the light ring as decorative elements on the wrap itself).
• If a name is used for the wrap, it should not include a trademark of Amazon other than to describe that it is a wrap for an Echo device (e.g., calling the wrap an “EchoDress,” “EchoSticker,” etc., is not okay, but “Joe’s Wrap for Echo Dot” is okay).
• The wrap cannot contain any content directed at children, except if the device is the Echo Dot Kids Edition.
• All product wraps require review and approval by Amazon. Please contact your Amazon marketing manager.
• Devices that are wrapped should be distributed with the original box and other in-box documentation.

Screen Actors Guild Guidelines

Please note that the talent that provides the voice for Alexa is a SAGAFTRA member. Please let us know if you’d like us to provide you with contact information for her agent. Amazon is not a SAG-AFTRA signatory, and Amazon’s agreement with the voice talent does not cover fees that may be owing by third parties who use the voice of Alexa in advertising, television or other video productions that fall under the jurisdiction of SAG-AFTRA.