Amazon Web Services (AWS), a subsidiary of Amazon.com, Inc., provides cloud computing services and APIs on a metered, pay-as-you-go basis. Its logo combines a dark lowercase “aws” wordmark with the orange Amazon smile. AWS’s brand guidance specifies Squid Ink (#232F3E) for the wordmark and Amazon Orange (#FF9900) for the smile (AWS Partner Creative and Messaging Guide).
Amazon Web Services Logo PNG
Meaning and History
AWS’s first public-facing identity used the full “amazon web services” name with a separate orange block motif. In September 2017, AWS introduced a shorter lockup: lowercase “aws” above the Amazon smile. The report relaying the announcement quoted the design team’s aim to simplify the existing logo and its choice of the smile to connect AWS with Amazon’s culture and customer trust (2017 announcement coverage).
The montage places the long-form identity beside the abbreviated wordmark and smile. It makes the main change easy to see: the full service name and block motif gave way to a compact name-and-smile lockup.
What is Amazon Web Services (AWS)?
AWS offers cloud services including computing, storage, databases, analytics and machine learning. Amazon’s brand guidelines describe its catalogue as “over 200 fully featured services” (Amazon Global Brand Guidelines).
2006 – 2017
This stage is represented here by an orange arrangement of block-like shapes. The montage above shows that motif alongside the full “amazon web services” name. The images establish a visual contrast with the later letter-and-smile lockup; no symbolism for the blocks is needed to describe that change.
2017 – Today
The current AWS identity retains the lowercase “aws” wordmark and orange smile, as shown in AWS brand guidance (AWS Partner Creative and Messaging Guide). The compact mark replaces the spelled-out service name with three letters, while the curved smile remains beneath them.
Font and Color
The mark’s color contrast separates its two parts: dark Squid Ink lettering and an Amazon Orange smile. Amazon’s guidelines identify Amazon Ember as its custom typeface, commissioned and owned by Amazon (Amazon Global Brand Guidelines). The image below places the AWS wordmark and smile inside a cloud outline, a distinct treatment from the standalone lockup above.
The smile carries a recognizable Amazon brand element into the AWS mark. AWS’s 2017 announcement coverage described the choice as a way to link the cloud business with Amazon’s culture and customer trust (September 2017 coverage).
View the Amazon Web Services logo archive entry.
Disclaimer
This article is part of the educational resources provided by Logo Index, an independent archive covering logos, visual identities and graphic design history. Amazon Web Services and associated trademarks and brand assets remain the property of their respective rights holders where applicable.
