Amazon's warm orange smile on deep navy reads as friendly and dependable, with the arrow pointing from A to Z.
The palette
The colors, one by one
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Amazon Orange#FF9900
In a palette, this orange tone signals warmth, friendliness, and affordable fun.
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Squid Ink#232F3E
In a palette, this blue tone signals trust, stability, and competence.
Widely published brand identity colors, shown as an approximate reference for design and study. No logos or brand marks are reproduced.
Reference
Hex and RGB reference
| Color | Hex | RGB |
|---|---|---|
| Amazon Orange | #FF9900 | 255, 153, 0 |
| Squid Ink | #232F3E | 35, 47, 62 |
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