Amazon Great Indian Festive Sale

26th Sept - 30th Oct’16

India Festive Style Guide

Amazon India Festive Style Guide

Contents MOODBOARD COLORS TYPOGRAPHY • TITLE • SUB TEXT ILLUSTRATIONS STYLE GUIDE EXAMPLES • SUPERHEROES • MOBILE HEROES • BILLBOARDS • SIDEKICKS • ROTOS • STRIPES • HERO SLIDERS BACKGROUND COLORS

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INSPIRATION MOODBOARD

Concept The concept for India festive style guide 2016 is ‘Mela’ (Carnival type but very unique to Indian culture) which means a faire/a market or a gathering.

Melas are colorful and full of people with different stalls and eateries to choose from. It’s the time and place to forget everything else and just have fun. They have fun rides like giant Ferris wheels, giant swings, toy cars, etc.

The idea here is to show the rich colors, activities and cultural elements which are seen in a typical Indian Mela. The decorative elements represents shopping and celebration of festivities in this time of the year.

Objective The objective is to reach out to all those who come from various religious backgrounds all over India. Melas are held everywhere in India and most of the them have the similar kind of activities and purpose. The idea of the style guide is to connect to the people which would make them feel close to the brand.

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COLOR PALLETE PRIMARY COLORS

#3781d1

#9461df

Amazon India Festive Style Guide

SECONDARY COLORS

#edca27

#d16a7c

#ff854c

#ee9940

#0d5ecc

#1f2e78

#ffd600

#ff8500

#f50354

#e20340

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COLOR PAIRINGS EXAMPLES

M

M

M

M

M

M

M

M

M

M

M

M

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TYPOGRAPHY

HEADLINE TEXT Amazon Ember Regular should be your default for headlines.

Amazon Ember Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Specifications • In smaller graphics where legibility is an issue (mobile), Amazon Ember Light should be substituted with Amazon Ember Regular.

• If your category does not allow colour, black and white are appropriate, and where your category has a set colour scheme, aim to get as close to the styleguide colours as possible.

STANDARD TEXT Amazon Ember Light should be your default for any sub-headlines and body copy.

Amazon Ember Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

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TYPOGRAPHY COLOR

Headline Copy

Headline Copy

Sub text

Sub text

Headline Copy Sub text

Headline Copy Sub text

Headline Copy Sub text

Amazon India Festive Style Guide

Headline Copy Sub text

Specifications • Use lighter colors from the pallete for darker backgrounds and darker colors for light backgrounds.

• Sub text can be of the same color as the headline as well as any other color from the pallete with good legibility.

• If your category does not allow colour, black and white are appropriate, and where your category has a set colour scheme, aim to get as close to the styleguide colours as possible.

Headline Copy Sub text

Headline Copy Sub text

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ILLUSTRATIONS

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ILLUSTRATION SETS

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ILLUSTRATION EXAMPLES - GW Superhero Specifications • The backgrounds for superhero assets are shared in seperate PSD files.

• Use the background which is most appropriate for your asin/asins and also make sure the the background color is not merging with the asin color.

• You can resize or move the illustrations in the background to adjust with the layout.

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ILLUSTRATION EXAMPLES - GW Superhero

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ILLUSTRATION EXAMPLES - GW Superhero (Lifestyle Image)

Specifications • Smaller sets of elements should be placed next the copy like shown in the example.

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ILLUSTRATION EXAMPLES - GW Mobile Hero

Specifications • The backgrounds for mobile hero assets are shared in seperate PSD files.

• Use the background which is most appropriate for your asin/asins and also make sure the the background color is not merging with the asin color.

• The illustrations can be flipped horizontally if required.

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ILLUSTRATION EXAMPLES - GW Mobile Hero

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ILLUSTRATION EXAMPLES - PC Billboard (Non ART) Specifications • PSD files for PC billboards have all the elements in layers. Switch on the layers to use the required set of illustrations.

• Do not use more than one set of illustrations in one PC billboard given in the PSDs. • Do not flip or rotate the illustrations.

• Make sure the base of the asin and the illustrations are balanced properly. Take reference from the given examples.

• If you want to flip the illustrations to make it left image billboard or a right image billboard, flip horizontally the whole set of illustrations and not just one element.

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ILLUSTRATION EXAMPLES - PC Billboard (ART)

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ILLUSTRATION EXAMPLES - Blackjack Billboard (Non ART)

Specifications • Same points to keep in mind as the PC Billboards.

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ILLUSTRATION EXAMPLES - Blackjack Billboard (ART) Specifications • This style of backgrounds and elements will be used only during the ART days.

• Replace the default asins with the one required and choose the appropriate color background for your asin. Lighter asins can use a darker background and darker asins can use a lighter background.

• Maker sure asins and copy are legible with the chosen background.

• Contact @daisydut for any questions.

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ILLUSTRATION EXAMPLES - Sidekicks Specifications • PSD files for Sidekicks have all the elements in layers. Switch on the layers to use the required set of illustrations.

• Do not flip or rotate the illustrations.

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ILLUSTRATION EXAMPLES - Rotos

Specifications • PSD files for Rotos have all the elements in layers. Switch on the layers to use the required set of illustrations.

• Do not use more than one set of illustrations in one left roto.

• Do not flip or rotate the illustrations.

• Left rotos with asins should have the style guide elements place on the top right corner while there is no asin and just copy, the elements should be placed at the bottom right corner.

• Do not use any colored backgrounds.

• Discount callouts can be used in red color if required.

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ILLUSTRATION EXAMPLES - Stripes

Specifications • PSD files for Stripes have all the elements in layers. Switch on the layers to use the required set of illustrations.

• Do not use more than two set of illustrations in one stripe.

• The elements can be flipped horizontally.

• Stripes with asin should have the elements only on one side of the stripe.

• Can use colored backgrounds from the styleguide.

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ILLUSTRATION EXAMPLES - Hero Slideshow

Specifications • PSD files for Hero Sliders have all the elements in layers. Switch on the layers to use the required set of illustrations.

• The elements can be flipped horizontally.

• Can use colored backgrounds and pick colors from the color pallete given in the styleguide.

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BACKGROUND COLORS - GW Heroes Specifications • PSD files for Colored Backgrounds have all the colors in layers. Switch on the layers to use the required and resize them according to your graphic.

• These colors can be used for Heroes, Blackjack billboards (Only ART DAYS), Hero Sliders and Stripes.

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For more details : acs-in-fte@amazon.com

Thank you

Amazon India Festive Style Guide