Amazon Alexa brand guidelines
Amazon Alexa developer brand guidelines providing usage rules, color contrast specifications, and downloadable assets for Echo and Alexa integrations.
Alexa Brand Guidelines landing page detailing content guides, review turnaround overviews, and instructions on describing Alexa as a voice AI.
Logo Guidelines screen for Amazon Echo showing product lockup anatomy, misuse warnings, and download links for specific Echo hardware marks.
Alexa Smile logo documentation page illustrating clear space, minimum size measurements, and eight prohibited usage examples.
Echo color guidelines page outlining the primary Echo Blue palette and providing a download button for swatch files.
Alexa Brand Colors screen displaying technical values and explicit text contrast ratios for Alexa Blue, Squid Ink, and White.
Echo typography page specifying rules for Amazon Ember, Ember Light, Ember Bold, and Ember Display alongside typesetting diagrams.
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I love when hardware and software guidance share the same clear space. Amazon Alexa presents its developer-facing identity through practical, structured pages spanning voice personality, Echo hardware lockups, and typography. The typography section gives direct access to the complete Amazon Ember font set, while the color pages go beyond hex codes to test text contrast directly against Squid Ink and white backgrounds. It feels built for real-world integration, giving external builders exact constraints so third-party hardware and digital skills coexist seamlessly alongside the core brand.
At a glance
- Sections
- Echo Branding · Alexa Branding · Alexa Skills Kit · ASK Resources · Device Makers
- Downloads
- ZIP, PDF, Sketch, Adobe Swatches
- Tone
- Technical and developer-oriented instructions balancing hardware product identity with voice assistant integration standards.
What I noticed
- The Meet Alexa section directs developers to refer to Alexa by name, use the term voice AI, and avoid pronouns such as she or her.1
- The Alexa color palette presents swatches for Alexa Blue, Squid Ink, and White alongside contrast ratios for white and Squid Ink text.234
- Typography documentation identifies Amazon Ember as the master brand font and provides a 25 MB download link for the complete font set.567
- The site provides dedicated packages for Echo device product logos alongside a 33 MB main Echo logo archive.89
Numbers refer to the screenshots above.
What I could not see
- Could not inspect the full review submission form or review turnaround timeline details.
- Could not view the contents of the zip downloads or the detailed specifications for film, photography, and light ring indicators.
Ideas to borrow
- Listing explicit contrast ratios directly inside the core color swatches helps developers verify legibility before building interfaces.3
Quick answers
Where can developers download the official brand font?
The Echo typography page offers a 25 MB download link for the complete Amazon Ember font set.57
What is the primary color for the Amazon Alexa brand?
Alexa Blue is specified as the brand's primary color.4
What are the minimum digital size requirements for the Alexa Smile logo?
The minimum digital size is 30 px for 1x displays and 60 px for 2x displays.10
Reviewed on 26 September 2026. Request a correction · I built this
