Amazon Web Services Logo
The Amazon Web Services logo uses 2 primary colors. Its dominant color is Imperial Primer (#252F3E, closest Pantone 4280 C). Amazon Web Services operates in the Business Services industry.
- Color family
- blue
- Industry
- Business Services
- Brand popularity
- Top 1% of indexed brands
- Website
- aws.com
Design analysis
The AWS mark is a hybrid wordmark-symbol combination. The letters "AWS" are set in a custom geometric sans-serif — clean, monolinear, and slightly wide — with the "A" and "S" serving as anchors for a sweeping orange curve beneath. That curve functions simultaneously as a smile (customer satisfaction), an arrow (forward motion, scale), and a visual bridge linking the first and last letters. The mark is horizontally oriented, locking the symbol to the type so it never appears alone in primary usage. At small sizes — favicon, mobile nav bar, CLI output — the curve remains legible because it's a single continuous stroke with clear clearance from the letterforms. The dark navy letterforms provide enough contrast to hold on light and mid-tone backgrounds, while the orange curve pops without vibrating. In the cloud infrastructure category, where competitors lean heavily on abstract cloud icons, hexagons, or circuit motifs, AWS avoids pictorial clichés entirely. The design relies on typographic confidence and a single expressive gesture, which scales from a 16px tab icon to a building-side sign without redesign.
Logo colors, measured
Colors extracted from the logo image itself (background removed), with share of the mark each color covers.
Click a chip to copy its hex code.
The measured palette — #252F3E (Imperial Primer, a near-black navy) and #FF9900 (Amazon Orange) — splits the difference between enterprise trust and platform energy. The navy dominates at roughly 12% of the mark's pixel area, grounding the wordmark in the serious, security-conscious tone procurement teams expect. The orange, at roughly 6%, is restrained to the curve alone, delivering brand recognition without the visual fatigue of an all-orange mark. This ratio mirrors Amazon's parent brand but feels more disciplined, signaling a service layer rather than a retail storefront.
Variations & downloads
Color variants generated from the vector source — free to download for identification, editorial and research use.
Visually similar logos
Nearest neighbors in visual embedding space — marks that share shape and structure with the Amazon Web Services logo, regardless of color or industry.
Brand web palette
Colors Amazon Web Services uses across its website — the broader brand system around the logo.
About Amazon Web Services
Amazon Web Services (AWS) is a leading brand that offers a wide range of products and services in the field of serverless computing. With AWS, you can build and run applications and services without the need to worry about servers. By adopting serverless computing, you can eliminate the task of provisioning, scaling, and managing servers, allowing you to focus more on your core business. AWS provides a comprehensive suite of serverless technologies, including AWS Lambda, Amazon API Gateway, and Amazon DynamoDB. These technologies enable you to run code, manage data, and seamlessly integrate applications, all without the need to manage servers. With automatic scaling, built-in high availability, and a pay-for-use billing model, AWS offers a cost-effective and efficient solution for your serverless computing needs. Whether you are a developer, a business owner, or an enterprise, AWS's serverless technologies empower you to build and run applications with ease. Take advantage of the flexibility, scalability, and reliability offered by AWS, and experience the benefits of serverless computing. Get started with AWS today and unlock the full potential of your applications and services
Questions about the Amazon Web Services logo
Does AWS have a standalone icon without the wordmark?
Yes. AWS uses a simplified "smile" icon — the orange curve on a navy square — for app icons, favicons, and console avatars. The full wordmark remains the primary logo for marketing, documentation, and partner materials.
Why does the curve stop at the S instead of extending like Amazon's A-to-Z arrow?
The AWS curve connects the first and last letters of the initialism (A to S), not the full alphabet. It echoes the parent brand's arrow logic but adapts it to the three-letter name, preserving the smile/arrow dual meaning without implying "A to Z" services.
What color is the Amazon Web Services logo?
The dominant color of the Amazon Web Services logo is Imperial Primer (hex #252F3E). The closest Pantone match is 4280 C.
How many colors does the Amazon Web Services logo have?
The Amazon Web Services logo uses 2 primary colors: #252F3E, #FF9900.
More blue logos see all →
More Business Services logos see all →
The Amazon Web Services logo is a trademark of its owner, shown here for identification and design research. Color data is measured from the public mark by LogoLabs; analysis is editorial commentary. No affiliation or endorsement is implied.