BRANDING GUIDELINES

AUGUST 2018 . V3

What’s in this book?BRAND OVERVIEW, BRANDING GUIDELINES & PATTERNSPrime Video delivers a comprehensive global service unlike any other. With great selection and flexibility comes great responsibility, making clear communication the true superhero of our branding decisions.

The Prime Video marks, visuals, and voice detailed in this book all work to maintain a unified brand identity. Included are both general brand guidelines and specific implementation directions to help ensure that customers always understand: “What is the content?” “Where can I watch?” “Do I have access?”

BRAND GUIDELINES

WELCOME

1.1

INTRODUCTION

BRAND HIERARCHY

1.2

INTRODUCTION

All branding begins with the Amazon way, offering customers a welcoming, authentic, empowering, and delightful experience.

Prime Video is built on a foundation of coreAmazon and Prime traits.

Then add Prime’s ability to talk honestly about what it can do for its members, offering everyday value, with no need to boast, brag,or slight competitors.

Finally, introduce entertainment by featuring the breadth of relevant, ground-breaking content only Prime Video can offer.

AMAZON

PRIME

PRIME VIDEO

Our family of brands

BRAND GUIDELINES

Prime Video

Amazon’s comprehensive digital video service offers customers around the world a selection they won’t find anywhere else, all available to watch on practically any device. Prime Video delivers exclusive Prime Originals and thousands of other popular titles included with Prime, plus premium channel subscriptions, titles available to rent or buy, live events, and more.

An unmatched entertainment experienceSERVICE OVERVIEW

1.3

INTRODUCTION

BRAND GUIDELINES

SERVICE OVERVIEW

1.4

INTRODUCTION

Prime Video is where Amazon customers go to watch content included with their Prime membership, such as Prime Originals, plus much more.

Brand Formula

PRIME VIDEO

OUR SERVICE

Where to watchCustomers find what they love by watching with Prime, adding premium channels, or enjoying titles available to rent or buy seamlessly integrated into one experience.

How to watch

PRIME

OUR MEMBERSHIP

It all starts with Prime, Amazon’s membership program that includes exclusive access to Originals and more on Prime Video.

OUR PRODUCTS

What to watchPrime members enjoy access to Originals and other exclusives, plus thousands of popular movies and TV shows at no extra cost—all on Prime Video.

BRAND GUIDELINES

PRIME ORIGINALS & MORE

INCLUDED WITH PRIMEThousands of popular movies and TV shows, award-winning Prime Originals, exclusives, and live events are included with Prime membership at no additional cost.

Prime Video provides customers unparalleled flexibility with three distinct ways to watch what they love.

RENT OR BUYUnlike other subscription streaming services, Prime Video offers access to an unmatched selection of new-release movies and entire seasons of current TV shows available for all Prime Video customers to rent or buy, with special deals just for Prime members.

CHANNELS100+ channels like HBO, SHOWTIME, STARZ, CBS All Access, Cinemax, and more are available for Prime members to add—no extra apps to download, and no cable required.

SERVICE OVERVIEW

1.5

INTRODUCTION

Ways to watch

PRIME VIDEOOUR SERVICE

BRAND GUIDELINES

WEB

MOBILE

LIVING ROOM

Seamlessly integrated into the Amazon.com experience or available globally via PrimeVideo.com, Prime Video can be enjoyed both at home and on the go.

The Prime Video app is accessible on all mobile platforms, including Kindle Fire tablets, cell phones, and tablets.

Prime Video offers the ultimate lean-back experience with exclusive viewing features like X-Ray, 4K UHD-compatible content, and premium devices like Fire TVs, smart TVs, gaming consoles, and streaming media players.

SERVICE OVERVIEW

1.6

INTRODUCTION

Prime Video is available to watch on hundreds of compatible devices anytime and anywhere. Customers can stream on up to three devices at once all from the same account; branding decisions should support consistency across all platforms.

Where to watch

PRIME VIDEOOUR SERVICE

BRAND GUIDELINES

With more than 100 million members, Amazon Prime gives customers access to a world of benefits including FREE fast shipping on millions of eligible items, streaming of movies, TV shows, and music, plus exclusive deals, unlimited reading, and more.

SERVICE OVERVIEW

1.7

INTRODUCTION

How to watch

PRIME

OUR MEMBERSHIP PROGRAM

BRAND GUIDELINES

In 2016, Amazon’s streaming video service expanded its global footprint with the launch of PrimeVideo.com. For many global markets, this expansion created the first opportunity for customers to engage with Prime and access the videos they love wherever they live or travel.

Note: offers and titles vary across markets.

WHERE TO FIND US

SERVICE OVERVIEW

1.8

INTRODUCTION

Prime Video is available in more than 240 countries and territories worldwide.

Watch almost everywhere

BRAND GUIDELINES

CORE BRAND ELEMENTS

2

INTRODUCTION

2.1

CORE BRAND ELEMENTS

PRIMARY SERVICE LOGO

Use the Prime Video mark shown above to represent our service brand in all markets. Use this logo across all product apps and service UI, as well as social platforms and off-platform marketing (outside of Amazon owned and operated properties) in the U.S., U.K. and D.E.

Append “amazon” to the Prime Video mark to increase customer trust through Amazon brand attribution in global markets with limited Prime recognition.

This logo is meant for main marketing purposes, specific instances like apps, social icons or bugs might require adjustments that are addressed in individual templates.

GLOBAL MARKETING LOGO

LogosWhen representing Prime Video, the two patterns identify everything our service has to offer. All logos must be used in accordance with these guidelines.

BRAND GUIDELINES

Use the Prime Video mark shown here to represent our service brand outside Prime Video properties in the U.S., U.K., and D.E. Use this logo across all product apps and service UI, as well as social platforms.

PRIMARY SERVICE LOGO

BRAND MARKS

2.2

CORE BRAND ELEMENTS

75px

MINIMUM SIZE

The minimum size to maintain legibility for the primary logo is 75px wide.

CLEAR SPACE

“Clear space” refers to the area around the logo that must remain free of any graphics, text, or borders.

TEXT TREATMENT

Spell out “Prime Video” in copy instead of using a logo as part of the sentence.

Download the app

Download the Amazon Prime Video app

1-color

2-color

BRAND GUIDELINES

Append “amazon” to the Prime Video mark to increase customer trust through Amazon brand attribution in global markets with limited Prime recognition.

This logo is meant for main marketing purposes, specific instances like apps, social icons or bugs might require adjustments that are addressed in individual templates.

GLOBAL MARKETING LOGO

BRAND MARKS

2.3

CORE BRAND ELEMENTS

TEXT TREATMENT

Spell out “Amazon Prime Video” in copy instead of using a logo as part of the sentence.

Available with an membership.

Available with Amazon Prime Video

1-color

2-color

125px

MINIMUM SIZE

The minimum size to maintain legibility for the marketing logo is 125px wide.

CLEAR SPACE

“Clear space” refers to the area around the logo that must remain free of any graphics, text, or borders.

BRAND GUIDELINES

MARKETING BRANDING

3

MOTION

3.1

MARKETING BRANDING

1:1 Instagram, Facebook, etc.30px

30px

16:9 Instagram, Facebook, etc. / not You Tube (see below)

30px

30px

9:16 Snapchat, Instagram Stories

175px

ÂÕÇ�ÐÌÁÃÅÍÅÎÔ�©�ÓÏÃÉÁÌWhen incorporating the Prime Video bug on social, we take into account UI placements, channel best-practice and competitive analysis data. Each channel is slightly different.

BRAND GUIDELINES

Top Right

Centered

30px

16:9 YouTube only

All bugs are at 70% opacity

All Social bugs appear in top right other than 16:9 YouTube

MOTION

3.2

MARKETING BRANDING

ÐÒÉÍÅ�ÖÉÄÅÏ�ÅÎÄ©ÃÁÒÄWithin the endcard of any spot, Only on should be used to annotateexclusivity to the Prime Original title. When Prime brand linkage is also aperformance metric, an Included with Prime option is also available.

BRAND GUIDELINES

Do not change the text in included with Prime, it is a Prime branded element

RESOURCES4

FAQ

4.1

RESOURCES

We’ve used many brands to communicate aspects of our service over the years, which resulted in customer confusion of who we are and how our offerings work. As part of the recent rebrand effort, we consolidated to one global brand, Prime Video, to represent our service and content. So that it populates when customers search for the term “Amazon,” our official app name within app store directories is “Amazon Prime Video.” For press (PR, editorial, etc.), use “Amazon Prime Video” for first mention, and “Prime Video” for every instance thereafter. For legal use when dynamic to territory, use “Prime Video” in the US, UK, and DE, and “Amazon Prime Video” for all other markets, including France, Italy, Spain, India, and Japan. If reference is not dynamic to territory, default to “Amazon Prime Video” (generally used in Terms of Use and other related legal terms).

Because it all starts with Prime, your home for everything you want to watch. Prime membership includes thousands of titles available to watch at no extra cost, including exclusives and award-winning Originals. Members can also add premium and specialty channels, like HBO, STARZ and SHOWTIME. Customers can find everything else they love with movies and TV shows available to rent or buy from Prime Video, with exclusive deals for Prime members.

Original series (TV shows) are “Prime Originals,” and movies are “An Amazon Original movie.” 1st-run licensed content from third-party studios (e.g. Mr.

Robot in the EU) are labeled “Prime Exclusive.”

Under the new Prime Video brand, availability of movies and TV shows for purchase are positioned as a unique offering unmatched by other video subscription services. We lean into our vast collection of titles available to rent or buy from Prime Video, taking advantage of any opportunity to clarify the distinction between what is included with Prime membership and what is available at additional cost. This new brand vision aims to showcase the unparalleled value Prime Video offers, which is the freedom and flexibility to enjoy videos from one centralized service but in a variety of ways: either included with Prime, available to rent or buy, or by adding premium and specialty channels.

Who are we, and what’s our brand strategy? Why the change?

What is the name of our Original content?

What does the brand change mean for our rent/buy

partners and customers?

General

BRAND GUIDELINES

FAQ

4.2

RESOURCES

“Prime Video” is the proper name of our video service, and therefore should not be localized for any market. For “Prime Original,” “Prime” is also a proper name and should not be localized, but “Original” can be localized at the discretion of in market stakeholders. Keeping “Original” in English is also completely acceptable. Note, for any asset intended for broad global use (spanning multiple countries and languages), “Prime Original” should remain in English.

The brand used for global marketing, including Japan and India, is Prime Video (on platform), or Amazon Prime Video (off platform), in order to leverage Amazon brand affinity.

Is it ok to localize “Prime Video” or “Prime Original”?

What brand do we use for Originals/Prime-eligible

content in global markets?

Global

No, all logos must be used in accordance with guidelines outlined in this document and are not open for creative interpretation.

We provide all logos in the following formats: EPS, PNG, and JPG.

Dual-color logos work best on solid backgrounds and within the product UI. When background images will distract from the logo due to color or composition, use the single-color logo to provide optimum contrast.

Can I alter the color or presentation of the logo in the

style of the asset I’m creating?

What formats are available for the Prime Video logo?

I see multiple logo colors. Which one should I use?

Logo

BRAND GUIDELINES

FAQ

4.3

RESOURCES

Yes. For global marketing efforts, use the Prime Video logo appended with “Amazon” attribution. This logo is only intended for off-platform use outside the Prime Video service (PV.com or client apps) and off Amazon properties (retail web or 1st-party devices), including third-party platforms and out-of-home marketing placements.

Yes, but certain guidelines apply. For more information, contact pvbandrequests@amazon.com.

Is there a version of the Prime Video logo

that includes reference to “Amazon”?

Can I use multiple marks together to represent

outside partnerships?

Logo

Yes. Please update to the standards outlined in this document.

Prime Video must be identified in all service-generated advertising that promotes any feature or aspect of our brand. While this generally should be achieved with the Prime Video logo, copy identifying Prime Video or Prime may also be used. This applies to all online ads, magazine and newspaper advertising, posters, banners, and billboards. When promoting an event, service identification must appear prominently but sizing should reflect the relative roles of the event, the sponsoring unit, and Prime Video.

Should I throw away existing templates or assets

with outdated branding?

What are the rules regarding advertising?

Marketing

Where space and context allow, call out Prime and Prime Video-exclusive content by including “…only on Prime Video” or “…only with Prime” messaging to emphasize the value of Prime membership and premium content offered on Prime Video. Note proper preposition usage of “only with Prime” and “only on Prime Video.” (ON refers to our service; WITH refers to the Prime benefit)

How do I indicate exclusivity?

BRAND GUIDELINES

FAQ

4.4

RESOURCES

Because rent/buy and Prime Video Channels require additional purchases by customers, use the service brand when promoting this content: Prime Video (on platform) or Amazon Prime Video (off platform). The Channels offering is communicated as “Prime Video Channels” for off-platform messaging (PR, editorial, etc.), and shortened to “Channels” within the PV service (navigation, carousel header, etc.).

“Included with Prime” is the text we use to identify videos available to watch at no extra cost with Prime membership; “Available to rent/Available to buy” denotes titles available to purchase; “Watch with a subscription” applies to titles available with an add-on Prime Video Channels subscription.

Use “Amazon Prime Video “for content marketing outside of our service platform (outside Amazon or the PV site/app) in all global markets other than US, UK, and DE. Note: in instances where Amazon attribution is unnecessary or obvious (on Amazon.com), or when facing space or size constraints, reverting to the Prime Video + Smile logo without “amazon” is acceptable.

We try to minimize the work of our partners by creating design templates. However, if you need something more specific or need strategic consulting for your projects, do get in touch. We will support you as best we can.

What brand do we use for marketing of

transactional content?

What copy should I use to represent titles available

with Prime vs Prime Video Channels vs rent/buy?

What role, if any, does the Amazon logo/brand have in

marketing?

What if I need strategic marketing support for my

campaign or department?

Marketing

We have aligned on using only “Watch” in CTA language going forward in part because the word “Stream” is problematic in global markets where the term either doesn’t localize well or carries a different context altogether. In an effort to simplify and create a consistent voice for customers in the U.S. and around the world, we have decided to use “Watch” in all instances (except in known use cases like Network ATL where “Watch” is prohibited).

Should I use “Watch” or “Stream” in CTA language?

BRAND GUIDELINES

DESIGN TOOLKIT

4.5

RESOURCES

BRAND GUIDELINES

Logos & Lock ups