The BlackBerry Brand Guidelines Version 1.0
March 2010
Contents FYI and FYS (For Your Sanity) these Brand Guidelines are divided into four parts.
Section 1 The BlackBerry Brand Platform
Section 2 Visual Elements: All the tools you need
Section 3 The Look of Love: The core assets of the Love Campaign
Section 4 Legal and Toolkit
1
BlackBerry Brand Platform Section 1
The BlackBerry Manifesto Let’s start at the beginning. What does BlackBerry stand for? BlackBerry inspires and enables people to pursue what they love. And this promise comes to life in our manifesto…
Don’t just like. LIKE is watered-down love. Like is mediocre. Like is the wishy-washy emotion of the content. Athletes don’t do it for the like of a sport. Artists don’t suffer for the like of art. There is no I like N.Y. T-shirt. And Romeo didn’t just like Juliet.
LOVE. Now that’s powerful stuff. Love changes things. Upsets things. Conquers things. Love is at the root of everything good that has ever happened and will ever happen.
LOVE what you do. It’s this spirit that we must capture in our work. Everything we create should embody the feeling of “Love what you do.” These guidelines are meant to inspire creative excellence in you. We hope you love the challenge — you’re about to build something really great.
3
Tone of Voice Technology can be pretty confusing. And when it comes to lifestyle advertising, sometimes things can get cheesy. BlackBerry keeps it real. Make sure your message is relevant and authentic. If you must use “love” in body copy, make sure you mean it. The BlackBerry voice is optimistic, inspirational, passionate, intuitive, conversational, and approachable. It’s down-to-earth, never arrogant. It’s simple to understand but still respected by the technologically-savvy. Sentences should be clear and to the point, and cheeky humor keeps it conversational. Refer to the original print ads posted on go/love to get a feel for it.
BlackBerry is... Optimistic Inspirational Passionate Intuitive Conversational Approachable
Above all, it should motivate people to do something amazing.
4
Visual Elements Section 2
Visual Elements: The BlackBerry Logo
The BlackBerry Logo
Emblem + Wordmark = BFFs. Think of the BlackBerry emblem and wordmark as best friends. Sure, they’re individuals too, but as a logo, they make a great team. You wouldn’t want to mess with a great team, right? Then don’t mess with the logo. The BlackBerry logo needs its personal space. It needs to breathe — so don’t crowd it with copy and other content. Think of the logo as living in its own personal bubble. Do not invade its personal space and everything will be okay.
6
Visual Elements: The BlackBerry Logo
Emblem
Wordmark
BlackBerry Logo
Clear Space Requirements
Minimum Size Requirements
Download the BlackBerry logo at go/brand
7
Visual Elements: The BlackBerry Logo
Do
3
2
BlackBerry Logo
1
Include the BlackBerry logo in all your materials.
2
Only use either a black or white logo and include a registered mark.
3
Ensure there is a strong contrast with the background.
8
Visual Elements: The BlackBerry Logo
Don’t
Don’t re-create the logo or change the color.
Don’t squish, pull or rearrange the logo.
Smartphones
Don’t use the logo in a sentence.
9
Visual Elements: The BlackBerry Emblem
The BlackBerry Emblem
Small, but mighty. The BlackBerry emblem might be small, but that doesn’t mean it’s not important. Take note of the basics and re-familiarize yourself with this little gem.
BlackBerry Emblem
BlackBerry Emblem: Clearspace
Download the BlackBerry emblem at go/brand
10
Visual Elements: The BlackBerry Emblem
Do
1
1
Use the emblem in a subtle and elegant way.
2
Use the graphic files that are already created for you.
11
Visual Elements: The BlackBerry Emblem
Don’t
Y U Don’t use the emblem and datastream in the same layout. See more about the datastream in the next section.
Don’t use the emblem to replace a letter. This treatment is reserved for the LOVE lockup only.
12
Visual Elements: The Icon
The Icon
We gave new life to the icon. And we all love it. Okay, we never went around high-fiving each other, but there was a general, silent consensus. The re-envisioning of the icon into a creative brand cue is one of the most important aspects of the new brand look. It will create familiarity, instant recognition and be an ownable and iconic mark that will endure long into the future. 12° angle
The 12° angle is a unique part of the BlackBerry logo. You will see how this angle is used in our layouts and grid. Icon
Datastream
Multistream
13
Visual Elements: The Datastream
Datastream Lockups
Download the BlackBerry emblem at go/brand
14
Visual Elements: The Datastream
Do
2
4
3
1
1
The datastream should intersect a word in the headline.
2
The datastream should be prominent and draw the eye in.
3
The datastream should slightly overlap the cropped lifestyle image.
4
Product photography should overlap the datastream when used together.
15
Visual Elements: The Datastream
Don’t
Discover BlackBerry smartphones.
Don’t use the datastream on its own.
Discover BlackBerry smartphones.
Don’t set the datastream perfectly behind any word.
Don’t make the datastream wider than the headline itself.
Discover BlackBerry smartphones.
Don’t place the datastream on folds or creases.
Discover BlackBerry smartphones.
Don’t place the BlackBerry logo on top of the datastream.
Don’t tilt, flip, stretch or crop the datastream.
Discover BlackBerry smartphones.
Don’t slightly touch the datastream to the headline.
Don’t create your own datastream lockups.
16
Visual Elements: The Multistream
Multistream Lockups
Download the BlackBerry emblem at go/brand
17
Visual Elements: The Multistream
Do
1 2
Athletes don’t do it for the like of the sport.
3
1
Copy and smartphone images can appear on top of the multistream.
2
The BlackBerry logo can appear on top of the multistream.
3
Multistream icons can include lifestyle images.
4
Use approved multistream lockups.
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Visual Elements: The Multistream
Don’t
Don’t use the datastream and multistream in the same layout.
Don’t use a multistream formation that resembles one or more datastream lockups.
Don’t overpower the background.
Don’t use multiple lockups on one layout.
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Visual Elements: Color Palette
Color Palette
Color by numbers. To complement the heavy use of black, we use beautiful, eye-pleasing colors. Color is energetic, emotive and positive. Exactly what “Love what you do” is all about. What a coincidence. The colors range from bright and vibrant for the younger crowd to a more sophisticated palette for the business crew.
Pantone
312C
362C
107C
186C
268C
877
CMYK (Print)
C96 M0 Y11 K0
C70 M0 Y100 K9
C0 M4 Y79 K0
C0 M100 Y81 K4
C82 M100 Y0 K12
N/A
RGB (Screen)
R0 G173 B216
R112 G168 B76
R253 G233 B96
R194 G30 B56
R72 G42 B127
N/A
HTML (Web)
#00ADD8
#70A84C
#FEEA61
##C21E38
#482A7F
N/A
647C
562C
166C
7420C
233C
Cool Gray 5
Pantone CMYK (Print)
C100 M56 Y0 K23
C85 M0 Y50 K31
C0 M64 Y100 K0
C0 M80 Y42 K20
C11 M100 Y0 K0
C15 M9 Y8 K22
RGB (Screen)
R45 G88 B142
R59 G133 B118
R217 G122 B45
R173 G75 B92
R183 G20 B136
R178 G180 B179
HTML (Web)
#2D588E
#3B8576
#D97A2D
#AD4B5C
#B71488
#B2B4B3
Pantone
2905C
358C
7409C
673C
2577C
–
CMYK (Print)
C40 M0 Y0 K0
C27 M0 Y38 K0
C0 M30 Y95 K0
C6 M49 Y0 K0
C40 M45 Y0 K0
C0 M0 Y0 K0
RGB (Screen)
R166 G215 B246
R198 G222 B178
R236 G184 B52
R210 G151 B191
R151 G140 B192
R0 G0 B0
HTML (Web)
#A6D7F6
#C6DEB2
#ECB834
#D297BF
#978CC0
#FFFFFF
Variations in color may occur, but try to match the BlackBerry color palette as closely as possible. For 4-color printing, use the CMYK values as a beginning reference. Print vendors may have their own values and formulas for matching PANTONE colors in 4-color process, but the goal should always be to match the PANTONE standard of the BlackBerry color palette. Color variations may also occur on-screen as a result of different screen calibrations and/ or software applications being used. We are aware that there are variations in the PANTONE CMYK equivalents as well. In order to achieve the closest color match, we suggest you use the values in this chart. Please always use the PANTONE chip for absolute color matching accuracy. PANTONE is a registered trademark of Pantone, Inc. Color Palette
20
Visual Elements: Color Palette
Do
1
3 2
1
Use white for all headlines and body copy but choose a color for the sub-header.
2
Choose a sub-header color that stands out against the black background.
3
Choose a sub-header color that complements the datastream and photography.
21
Visual Elements: Color Palette
Don’t
Don’t use multiple colors on the same layout.
Don’t choose a sub-header color that gets lost in the background.
22
Visual Elements: Backgrounds
Backgrounds
We’re not blueberries. Black is the “color” of choice in everything we do. Black is elegant, powerful and beautiful. (But we did at one point consider a mustardy brown.) Seriously, we LOVE black. However, we grudgingly acknowledge that there is a time and a place for a white background. We ask that you use it sparingly and where it really counts…like a tradeshow booth or when you print a 200-page document and your ‘K’ cartridge runs out.
Deep, powerful and resonant. Ensure the black you choose conveys these attributes.
One thing to keep in mind about black is the “watch outs” it creates during production. It can look weak, fade, scratch and show fingerprints. But we can all take measures to deal with these side effects. Talk to your print producer. Keep the black rich and premium.
23
Visual Elements: Typography
Typography
Love letters. Jump in all the way with the new font, “BlackBerryLove”. It makes up the new face of the brand. Appreciate it for how confident, intelligent, modern, friendly and simple it is. It’s the Anvers of the future.
Download this custom font at go/brand
24
Visual Elements: Typography
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890”$#%&@;:,. Use for body copy.
BlackBerryLove Semibold
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890”$#%&@;:,. BlackBerryLove Bold
Use for headlines.
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890”$#%&@;:,. BlackBerryLove Medium
Use sparingly.
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ ϭϮϯϰϱϲϳϴϵϬ͟ΨηйΘΝ͖͕͗͘ Calibri
Use for broader-based applications when BlackBerryLove is not available.
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890”$#%&@;:,. Myriad Pro Condensed Download the BlackBerry emblem at go/brand
Use for legal disclaimers.
25
Visual Elements: Typography
Do
Use sentence case with punctuation at the end in both headlines and body copy. Not to mention proper spelling.
Set the leading at approximately double the point size of the copy.
Set headlines at two or three times the point size of the body copy.
When colored type is used on black, make sure it’s bright and legible.
26
Visual Elements: Typography
Don’t
ALL CAPS IS YELLING! But sometimes you gotta yell ...just don’t do it all the time.
Don’t even bother reading this. Your eyes will be forced to focus so hard they’ll burn up and turn into two little piles of eye ash.
Auto leading is for lazy designers. Don’t expect a “Designer of the Year” award with this kind of behavior.
Way too tight! W a y
t o o
l o o s e !
27
Lovely Photography
As a general rule, keep imagery interesting – and relevant. When selecting lifestyle photography, think about how it connects with the words you choose and the message you want to send. Product photography should always showcase and highlight the beauty of the product. Make people want to look and long to hold.
Visual Elements: Photography
Lifestyle Photography
BlackBerry lifestyle photography is inspiring, spontaneous, intimate, real, beautiful and compelling. It creates emotional energy and interesting stories that are authentic, not staged. Lifestyle photography should always support and add dimension to the message. LOVE campaign images are available to use as long as they fit the context and message of the piece you are working on. If you want to choose your own lifestyle photography, ensure it has the same feeling of authenticity.
Download the BlackBerry emblem at go/brand
29
Visual Elements: Photography
Do
1 2
3
1
Choose images that are spontaneous, authentic and energetic.
2
Ensure the image enhances the overall message and fits the context of the piece.
3
Crop images inside the icon shape and/or device screen.
30
Visual Elements: Photography
Don’t
Love to be Bold
Don’t use staged images.
Don’t choose images that will confuse the message.
31
Visual Elements: Photography
Do
1
3
2
1
Place lifestyle images inside an icon shape, or on a device screen.
2
Ensure that the lifestyle image is always recognizable as an icon shape.
3
Bleed the left side of the icon shape off the page.
32
Visual Elements: Photography
Don’t
Don’t tilt, flip, stretch or distort the icon shape.
Don’t apply outlines or glows to the icon shape.
Don’t show the left side of the icon shape on the primary image.
33
Visual Elements: Photography
Emotional Product Photography
To make an emotional connection, use BlackBerry smartphones shot on black. They are sleek, they emerge out of the black background and their features are highlighted by lighting and a glow.
34
Visual Elements: Photography
Functional Product Photography
Life isn’t always fun and games — sometimes you need to be practical. So when communicating a more functional message, use functional product photography.
35
Visual Elements: Photography
Do
2
2
1
1
Show enough of the product to ensure it’s recognizable as a BlackBerry smartphone.
2
Use approved product and lifestyle photography.
36
Visual Elements: Photography
Don’t
Don’t distort, alter, crop or ruin the integrity of the image.
Don’t alter, omit or cover the BlackBerry logo.
Don't create your own product photography.
37
Visual Elements: The Grid
The Grid
What’s your angle? Ours is 12 degrees. The grid helps unify brand elements within a single layout. But more importantly, it creates harmony among all BlackBerry materials. Sure, there are times when you can’t use the grid, and for those times – well, there’s no need to get bent out of shape. All we ask is that you follow the grid whenever possible.
The grid angle is 12˚, just like the icon. Line up your paragraphs to the grid.
Download the grid at go/brand
38
Visual Elements: The Grid
Do
1
The new BlackBerry Bold Introducing the new BlackBerryŽ Bold ™ 9700 smar t phone. 2
1
Modify the size of the grid.
2
Align your copy to the grid.
3
Align furthest point of the letter to the grid.
39
Visual Elements: The Grid
Don’t
Please
The new BlackBerry Bold Introducing the new BlackBerry® Bold ™ 9700 smar t phone.
Don’t rotate the grid.
Please
ƿ &QPƸV
ƿ &QPƸV
ƿ &Q
ƿ &Q
ƿ 6JKU
ƿ 6JKU
ƿ 6Q
ƿ 6Q
ƿ ;QWT
ƿ ;QWT
ƿ 6CDNGU
ƿ 6CDNGU
Don’t force the grid. If it doesn’t work for your table, don’t use it.
40
The Look of Love Section 3
The Look of Love
The Look of Love
Where is the love? Now that you’ve gotten to know our new visual identity, I bet you’re wondering, “Where is the love?” We know it looks cool and chances are you’ve already envisioned how it will fit into your next campaign. But before you create your next campaign, give us a shout. The LOVE elements deserve careful consideration and respect. This includes “Love What You Do”, “Do What You Love”, “Don’t Just Like” and other elements shown on the next page. Even using the word “love” in copy needs a second opinion. If people felt the LOVE all the time, it wouldn’t mean as much. Remember, LOVE is meant for high-impact, carefully planned executions. So consider the BlackBerry manifesto before you jump in. Your message needs to be just as powerful. If you’ve got what it takes to use the LOVE elements, fill out the form on go/brand. We know, we know…you’re thinking, “Not another form!” Nobody “loves” forms, but don’t worry. This one’s just for us to envision your idea before we chat.
42
The Look of Love
“Don’t Just Like” lockup and image
“Love What You Do” lockup
“Do What You Love” lockup
Love hanging out
Love closing the deal
Love boldly
Love blue sky thinking
Love perfect detailing
Love the big picture
Love changing the game
Love to be bold
Love the journey
Love seeing around the corner
Love taking it all in
Love 5am
Love the moment
Love to create
etc...
Love Headlines
Remember to talk to us before you use these elements
43
Legal and Toolkit Section 4
Legal and Toolkit: Legal
Legal
Legal is not a four-letter word. You’ll probably notice that the language in the next section is pretty firm. That’s because it’s meant to be. Our brand and our trademarks are really important to us — no joke. Sure, we know how to have a good time, but when it comes down to approvals, we don’t mess around. After all, you’re only as good as your reputation and we take that very seriously.
45
Legal and Toolkit: Legal
Approval Process BlackBerry Brand Marketing needs to review and approve the content of any advertisement, collateral or promotional materials containing RIM marks, the BlackBerry logo or imagery prior to it being released. Please allow a minimum of five (5) business days for the review process to occur. Submit all materials about the use of RIM marks for North America, Latin America, Asia Pacific, Europe, the Middle East and Africa via the automated brand approval system dropbox on www.blackberryapprovals.com. Region selection will ensure the correct team reviews your material. Any direct queries for NA, LATAM or APAC are to be submitted, by email, to brand@rim.com, and for EMEA, to brandemea@rim.com
Trademarks Guidelines for use of Research In Motion trademarks Research In Motion (RIM) owns the BlackBerry trademark and other trademarks. These trademarks symbolize our reputation and goodwill, and serve to uniquely identify its products and services. These general guidelines address the permissible use of RIM trademarks in text by third parties. The trademarks to which these guidelines apply are listed on the RIM trademark list. Without express written authorization by RIM, any use of RIM trademarks in a manner that is inconsistent with these guidelines, including the use of trademarks, trade names or domain names that are confusingly similar to RIM trademarks, is prohibited.
RIM registered marks and trademarks RIM marks that appear in the following list are registered or pending with the U.S. Patent and Trademark Office and trademark offices in other countries. BlackBerry®
BlackBerry® Pearl™
RIM®
BlackBerry® Pearl™ Flip
Research In Motion®
BlackBerry® Curve™
SureType®
BlackBerry® Bold™
SurePress™
BlackBerry® Tour™
BlackBerry Connect™
BlackBerry® Storm™
BlackBerry App World™ storefront
BlackBerry® Storm2™
Get it at BlackBerry App World™ The absence of a RIM mark from this list does not mean that RIM does not use the mark, that the mark is not a registered trademark of RIM, or that the BlackBerry product or service is not actively marketed or significant within its relevant market. A list of RIM marks can be found at: www.blackberry.com/trademarklist Agencies: Refer to the BlackBerry Branding Guidelines legal document at www.blackberry.com/partnerguidelines for terms and conditions of your licensed use of RIM trademarks.
46
Legal and Toolkit: Legal
BlackBerry Trademark Rules You should always use the RIM trademark as an adjective and not as a noun or verb. Acceptable
Misuse
BlackBerry® smartphone
The BlackBerry is…
For example, “I will respond to your email using my...”
“I will BlackBerry you...”
BlackBerry® smartphone. The trademark should be followed by the appropriate generic term for the product (e.g., smartphone) or service. Refer to the BlackBerry naming system at www.blackberry.com/names for the appropriate generic term to use with the RIM marks, including the following: BlackBerry smartphones BlackBerry products BlackBerry product components BlackBerry enabled device products BlackBerry accessories
Do not use the RIM marks in plural or possessive form. Acceptable
Misuse
BlackBerry® smartphones
BlackBerrys BlackBerries BlackBerry’s
Use the proper symbol for the RIM marks. Always capitalize the product brand name and designate the trademark with the appropriate ™ or ® symbol. Acceptable
Misuse
BlackBerry®
BlackBerry™
BlackBerry® Pearl™ Flip
Pearl™ BlackBerry Pearl®
Do not use the RIM marks in plural or possessive form. A prominent notice should be used when any of the RIM marks appear on materials or web sites. Additional information and the most current list of trademarks are available at: www.blackberry.com/trademarklist Agencies: Refer to the BlackBerry Branding Guidelines legal document at www.blackberry.com/partnerguidelines for terms and conditions of your licensed use of RIM trademarks.
47
Legal and Toolkit: Legal
Naming BlackBerry products and services are uniquely identified by a cohesive naming system. Acceptable
Misuse
Research In Motion — always capitalize the “I”
Research in Motion
Research In Motion Limited — always spell out the word “Limited”
Research In Motion Ltd.
BlackBerry — always capitalize the first and second “B”
Blackberry
BlackBerry — never abbreviate
BB
BlackBerry — never use in a possessive form
BlackBerry’s
BlackBerry Enterprise Server — never abbreviate
BES
BlackBerry Enterprise Solution — capitalize and never abbreviate
BES
BlackBerry App World™ storefront — no registration mark after BlackBerry
BlackBerry® App World™
SureType — capitalize “S” and “T”
Suretype, suretype
SurePress — capitalize “S” and “P”
Surepress, surepress
BlackBerry — must always appear before the smartphone number and smartphone — must always be included in the product name
9700
BlackBerry Pearl smartphone — “BlackBerry” must always appear before “Pearl”
Pearl
BlackBerry Curve smartphone — “BlackBerry” must always appear before “Curve”
Curve
BlackBerry Bold smartphone — “BlackBerry” must always appear before “Bold”
Bold
BlackBerry Tour smartphone — “BlackBerry” must always appear before “Tour”
Tour
BlackBerry Storm smartphone — “BlackBerry” must always appear before “Storm”
Storm
BlackBerry Storm2 smartphone — “BlackBerry” must always appear before “Storm” with no space between “Storm” and “2”
Storm 2
Refer to www.blackberry.com/names for a complete list of approved names, including: BlackBerry smartphones BlackBerry products BlackBerry product components BlackBerry enabled device products BlackBerry accessories Don’t use BlackBerry names without consulting approved naming standards. Online resources make it easy to understand and apply BlackBerry naming systems. If you have any questions, email brandmessagingteam@rim.com
© 2010 Research In Motion Limited. All rights reserved. BlackBerry®, RIM®, Research In Motion®, SureType®, SurePress™ and related trademarks, names and logos are the property of Research In Motion Limited and are registered and/or used in the U.S. and countries around the world. All other product or company names are for identification purposes only, and may be trademarks of their respective owners.
48
Legal and Toolkit: Toolkit
Toolkit
Toolkit. Toolbox. Tool-a-palooza. Call it what you want (we debated for 3 hours). It’s the place where you can find almost everything you need to get started. Think of it as a new weapon in your creative arsenal. Pick up these assets at go/brand.
49
Legal and Toolkit: Toolkit
The BlackBerry Logo
The BlackBerry Emblem
Icon Shape
Lifestyle and Product Photography
Datastream
Multistream
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890”$#%&@;:,. abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890”$#%&@;:,.
BlackBerryLove Font
Grid
50