Amazon Web Services

Amazon Web Services palette anchored on AWS Smile Orange (#FF9900) — the arrow-and-smile signature carried over from the Amazon parent brand — paired with AWS Squid Ink (#232F3E), the deep navy that defines the AWS Management Console chrome and the AWS architecture diagrams. Where the Amazon retail palette leans on warm orange against a white retail canvas, the AWS palette runs darker: console-first, diagram-first, and engineered for the long-form technical surfaces of the AWS Architecture Center, the docs site, and re:Invent keynote slides.

15 swatches 14 light roles 14 dark roles techcloudawsamazoninfrastructureorangenavy

Swatches

aws-smile-orange
#FF9900
The signature AWS orange — the arrow-and-smile that identifies the AWS sub-brand and the principal CTA color across aws.amazon.com.
aws-rind
#EC7211
Deeper orange used on pressed/active states for the primary CTA and as the headline accent on dark canvases.
aws-squid-ink
#232F3E
The AWS Management Console chrome navy. The canonical dark-canvas color across AWS architecture diagrams and the Architecture Icons toolkit.
aws-anchor
#161E2D
Darker navy used on console mega-navigation surfaces and the dark-mode page canvas.
aws-navy-light
#37475A
Secondary navigation band — sits one tone lighter than Squid Ink for layered chrome on the console.
aws-link
#0972D3
Console link / interactive blue. The AWS Cloudscape design system documents this hex as the link primary.
aws-link-hover
#033160
Pressed/hovered state for the AWS console link blue.
aws-success
#037F0C
Cloudscape success green — used for confirmation states.
aws-error
#D13212
Cloudscape error red — destructive and validation-failure states.
aws-warning
#B7740D
Cloudscape warning amber — caution / pending states.
aws-ink
#16191F
Primary text on light surfaces — Cloudscape's neutral text.
aws-gray
#545B64
Secondary text and metadata on light surfaces.
aws-gray-light
#879596
Tertiary text and disabled UI on light surfaces.
aws-surface
#F2F3F3
Quiet surface — Cloudscape page-level background tint.
aws-white
#FFFFFF
Primary canvas on marketing surfaces and console cards.

Mode role mappings

Light mode (14 roles)

accent → aws-link
accent-hover → aws-link-hover
background → aws-white
error → aws-error
primary → aws-smile-orange
primary-hover → aws-rind
success → aws-success
surface → aws-surface
surface-elevated → aws-white
text-primary → aws-ink
text-secondary → aws-gray
text-tertiary → aws-gray-light
warning → aws-warning
warning-hover → aws-rind

Dark mode (14 roles)

accent → aws-link
accent-hover → aws-link-hover
background → aws-anchor
error → aws-error
primary → aws-smile-orange
primary-hover → aws-rind
success → aws-success
surface → aws-squid-ink
surface-elevated → aws-navy-light
text-primary → aws-white
text-secondary → aws-surface
text-tertiary → aws-gray-light
warning → aws-warning
warning-hover → aws-rind

Provenance

Source
https://aws.amazon.com/architecture/icons/
License
Proprietary — All Rights Reserved
Attribution
Amazon Web Services, AWS, the AWS logo, and the AWS arrow-and- smile are trademarks of Amazon.com, Inc. or its affiliates. The Smile Orange (#FF9900) and Squid Ink (#232F3E) hex values are documented across the AWS Architecture Icons toolkit, the AWS Brand Guidelines, and the AWS Management Console.
Imported
2026-05-18
Notes
AWS shares Smile Orange with the Amazon parent palette (the arrow-and-smile is the same arrow that runs under the Amazon wordmark) but ships its own identity around Squid Ink as the canvas color. This atom encodes the AWS-specific reading: the console and diagram surfaces are dark-first; the marketing surfaces are light. Both modes are authored. The AWS Architecture Icons PowerPoint and Keynote toolkits are the canonical published source for the Squid Ink hex.