Amazon Alexa Brand External

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What is the Speech Bubble?

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. Use the Alexa Speech Bubble Template when designing your speech bubble.

speech bubble diagram
Flag

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.

Typeface

The speech bubble uses Bookerly Regular Italic. Each utterance begins and ends with quotations 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.

Height

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.

Width

The speech bubble should always be wider than it is tall. The width of the speech bubble should reduce by quarter lengths.

Color

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.

Call and Response

White speech bubbles are used to represent the customer and blue bubbles are used to represent Alexa.

call and response diagram
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Co-branded Alexa Skills

The co-branded speech bubble is a tool for developers 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 notable difference: the "Just Ask Alexa" badge must accompany the bubble in creative executions.

speech bubble diagram 2
Icon

The co-branded bubble must feature the same icon that appears in the skill description in the Alexa companion app.

Typeface

The speech bubble uses Bookerly Regular Italic. Each utterance begins and ends with quotations 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.

Width

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.

Color

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.

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Additional Resources
ECHO

Echo Brand Guidelines