APN Messaging and Branding Guide and AWS Co-Branding Guide
Overview Requirements Which Guide Do I Use? Resources

Overview of Marketing and Branding Resources

Amazon Web Services (AWS) offers two marketing and branding resources for eligible AWS Partner Network (APN) Partners and AWS Marketplace Sellers to use when building marketing collateral related to AWS.

The first resource, AWS Partner Network (APN) Messaging and Branding Guide, formerly known as the AWS Partner Marketing Toolkit, includes guidelines to help AWS Partners at the Select tier or above build assets for marketing campaigns that reference AWS. Each section in this guide contains principles to help you build engaging marketing collateral that follows AWS messaging and branding guidelines.

The second resource, the AWS Co-Branding Guide, provides guidelines to help you build co-branded assets for approved joint marketing activities and campaigns with AWS. Co-branding occurs when AWS and an AWS Partner at the Select tier or above agree to work together to achieve a shared marketing goal. Co-branding encompasses a range of marketing activities, including joint campaigns, product marketing, and elements of event sponsorship.

The AWS Co-Branding Guide applies only to approved co-branded activities and should not be used for an AWS Partner’s general marketing that references AWS. The APN Messaging and Branding Guide noted above should be used in that scenario. However, many of the messaging guidelines detailed in the APN Messaging and Branding Guide apply in co-branding.

Requirements for AWS Partners to Leverage the Two Guides

All AWS Partners at the Select tier or above are welcome to use the AWS Logos, Icons, and Badges as described in the APN Messaging and Branding Guide when creating marketing content that references AWS. Only AWS Partners at the Select tier or above that have been engaged by AWS to create a joint, co-branded campaign or activity or that have been granted written permission to use the AWS Logo in a Logo Lockup in their marketing may use the AWS Co-Branding Guide.

Which Guide Do I Use?

I want to... APN Messaging and Branding Guide AWS Co-Branding Guide

Create marketing collateral that references AWS and complies with the AWS messaging guidelines

 x  
Create marketing collateral that utilizes AWS Logos, Icons, or Badges to help demonstrate my relationship with AWS x  
Use the AWS Logo to show:
1) that my solution supports AWS,
2) that AWS is a cloud services provider my organization works with, or
3) how my solution works with AWS		 x  
Ensure that my approved co-branded campaign or activity aligns with AWS messaging guidelines x x

Ensure that my approved co-branded campaign or activity aligns with AWS co-branding requirements

   x
Determine the primary brand in a co-branded campaign or activity with AWS   x
Understand where and how I can use assets produced as part of an approved co-branded campaign or activity   x
Understand how to use the AWS Logo Lockup as part of an approved co-branded campaign or activity   x

Resources

AWS Partner Network (APN) Messaging and Branding Guide

AWS Co-Branding Guide

The AWS Logo and other AWS brands are, in addition to these guidelines, subject to the AWS Trademark Guidelines. If you are unsure of how these requirements apply to your specific business case, contact your AWS Representative for assistance.

AWS reserves the right, at its sole discretion, to modify the APN Messaging and Branding Guide and AWS Co-Branding Guide at any time and to take appropriate action against any use without permission or any use that does not conform to the guideline requirements.