AVS UX Logo and Brand Usage

These guidelines were created to help you navigate the Alexa Voice Service UX requirements for using Amazon Alexa brand assets in your user interface. Consistent and diligent use of these guidelines will protect product integrity and help customers to instantly recognize references to Amazon Alexa, thereby allowing your app to be clearly understood.

Mark

Below is our logo and the two official lockups. The Alexa logo and brand assets for AVS apps can be downloaded from the Resources tab of the AVS Developer Portal.

Amazon Alexa logo options
Amazon Alexa logo options
Amazon Alexa logo options

Margins & minimum size

When you’re using the logo with other graphic elements, make sure you give it some room to breathe. The empty space around the logo should be at least 150% of the width of the logo.

For lockups the clearspace should be at least half of the diameter of the logo.

To ensure the logo maintains its visual impact, do not make the logo any smaller than 30dp.

Amazon Alexa logo clearspace
Amazon Alexa logo clearspace
Amazon Alexa logo clearspace
Amazon Alexa logo clearspace
Amazon Alexa logo clearspace
Amazon Alexa logo clearspace

Color

Never show the logo in any colors other than Alexa blue, white, or black.

Amazon Alexa color standard
Amazon Alexa color standard
Amazon Alexa color standard
Alexa blue #00CAFF Black #232F3E White #FFFFFF

Imagery

When placing the logo on an image, always use the white logo version. For images with a light background, we suggest applying a 10-20% black tint to the entire image to maintain legibility.

Amazon Alexa logo on imagery
Amazon Alexa logo on imagery
Amazon Alexa logo on imagery
The white logo ensures clear contrast between the logo and imagery used. When placed on a complex pattern, make sure the logo is still readable. When placed on a light background, use a 10-20% black tint on the image.

App Buttons

Amazon Alexa logo containers
Amazon Alexa logo containers
Amazon Alexa logo containers

If your UI has an affordance to physically interact with Alexa, also known as an Action button, the button should have the Amazon Alexa logo as its icon, without the logotype "Amazon Alexa" accompanying the mark. The logo should be used in a container to protect it when placing on a background without sufficient contrast.

Never show the logo in any colors other than Alexa blue, white, or black. Choose the color that either matches your existing UI or has the best contrast to background that it will be placed upon.

We do not recommend using a microphone icon as it is ambiguous what type of voice experience the customer will encounter (dictation, Alexa, or something else).

App Naming

Appropriate app naming helps customers understand that Alexa is available in your app. If you include the word "Alexa" in the app name, you must:

  • Include the word "Alexa" in the overall name
  • Not begin with the word "Alexa"

App Tile

App tile
App tile
App tile

App tiles give customers a way to visually identify any app as an Alexa companion app. If you include the Amazon Alexa logo in the app tile:

  • The app tile must contain the Amazon Alexa logo, protected in a white circle or square shape. The shape should have a drop shadow that is 30% Opacity, 0px X Offset, 1px Y Offset, and 3px Blur
  • The background color can be partner specific
  • High contrast (darker) works best for background colors and gradients
  • Avoid white and light color background tones for maximum readability
  • Use square or circle base shape options, depending on the platform your app is on.

What not to do

Amazon Alexa logo don'ts
Amazon Alexa logo don'ts
Amazon Alexa logo don'ts
Amazon Alexa logo don'ts
Do not apply outlines. Do not add shadows. Do not add styles or gradients. Do not fill with colors other than Alexa blue, black or white.
Amazon Alexa logo don'ts
Amazon Alexa logo don'ts
Amazon Alexa logo don'ts
Amazon Alexa logo don'ts
Do not skew, rotate, or stretch. Do not change orientation. Do not add elements to the inside of the logo. Do not fill with patterns.
Amazon Alexa logo don'ts
Amazon Alexa logo don'ts
Amazon Alexa logo don'ts
Amazon Alexa logo don'ts
Do not use a blue container shape with text. Do not use blue text. Do not use colors other than Alexa blue, black, or white. Do not break up Amazon Alexa.
Amazon Alexa logo don'ts
Amazon Alexa logo don'ts
Amazon Alexa logo don'ts
Amazon Alexa logo don'ts
Do not multiply the logo. Do not place our logo with text in a circle. Do not capitalize Amazon Alexa. Do not fill with gradients or off-brand colors.
App tile don'ts
App tile don'ts
App tile don'ts
App tile don'ts
Don't place logo without a white cicle to protect it Don't use a white or light background Don't place the logo on a circle other than white Don't fill the inside of the logo with a color

These materials are licensed as “Alexa Materials” under the terms of the Amazon Developer Services Agreement.