AWS Declassified

Brand identity design for a transformational open source technology and community utility

Client AWS Blox

Brand Strategy


Launched at re:Invent conference to 250,000 people

Over 2,000 social media hits generated at launch

Brand announcement presented by AWS' CTO


New Offering Created

As the leader in cloud-computing, Amazon Web Services is dedicated to their customers and actively seek ways to provide the community with value. After years of developing a special open-source project, Amazon sought out the L+R team to deliver a succinct logo design system.


Connection with Customers

The L+R team looked closely at the active software development community, uncovered components of the company’s established brand system, and ideated multiple visual directions that were tested, refined, and validated with the target audience.

“Now AWS is effectively making its deployment service easier to tinker with, rather than requiring the use of third-party schedulers such as Google-backed Kubernetes, Mesosphere's Mesos, or Docker's own Swarm.”

Applied Innovation

Open and Honest

Announced and launched by the company’s CTO at the AWS re:Invent conference in Las Vegas, Nevada, to over 200,000 attendees and streamed to millions more technologists, engineers, and developers around the world. The Blox brand identity was then applied to a website, marketing collateral distributed at the event, and highly acclaimed by the community.

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