Blackberry Visual Development Guide

NATU RE OF I DENTI TY

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TABLE OF CONTENTS

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VISUAL RESEARCH

Old Identity New Concept

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LOGO DEVELOPMENT

Initial Sketches Refines Sketches Digital Renders

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FINAL LOGO

Final Logo Similar Logos

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The companies that do the best job on managing a user’s privacy will be the companies that ultimately are the most successful.

— Fred Wilson 11

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VISUAL RESEARCH

Old Identity Old Logo Concept New Concept

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OLD IDENTITY

Blackberry was known most for their cellphones that came with encrypted emails and messaging, making it popular amongst businessmen. It became a company phone most people sought to have as part of their job. The unveiling of the iPhone and lack of foresight by the company is what lead to its decline.

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OLD LOGO CONCEPT

This is a logo owned by Research In Motion to identify the company/organization’s product.

The concept ideation of the logo started when one of the executives at the firm thought the buttons on the device looked like tiny seeds in a strawberry. A linguist at the firm suggested that strawberries don’t seem to fit very well with the company and eventually suggested the fruit blackberry instead.

The dots don’t just resemble blackberries but also create two stylized B’s, one stands for Black and the other stands for Berry thus leading to the abbreviation BB. Interestingly, the negative space around the logo also creates multiple B’s.

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NEW CONCEPT

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Blackberry restricted its growth by not ceasing opportunities in the tech industry. Their competitors were growing while blackberry felt confident in its position within the market. The new concept for blackberry not only focuses on not being complacent but also looking back at its soul to be able to move forward. The new mission is to provide secure communication of data, which is exactly how the company will proceed by focusing on the keywords information, security and communication.

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I want my government to do something about my privacy – I don’t want to just do it on my own.

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— Evgeny Morozov

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INITIAL SKETCHES

To create the best logo for Blackberry, I referenced my keywords: security, information, and communication.

Keeping these words and their respective meaning to the brand in mind, I created camps that delivers a mix of three types of solutions: symbols, graphics and logotypes.

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001_Security

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The idea of security refers specifically with asset protection for our customers.

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The idea of data refers to branches of Government, Business and Education along with collection, storage and transmission of data.

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The idea of communication refers to secure transmission of any form of data and information from point A to point B without hindrances.

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SECURITY

The security of data has become paramount for every person on the internet and otherwise. To be able to trust a service and system is something everyone is looking for. I chose this word as a keyword to show the companies focus on their users data security and protection.

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DATA

The transmission of information and data are important aspects of Blackberry. This word was picked for the clear communication of information.

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COMMUNICATION Communication is referred to the movement of data and information from point A to point B. The idea of secure end-to-end communication is the core of Blackberry’s mission.

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REFINED SKETCHES

After the initial stages of pencil sketches, we moved to a phase with more refined sketches that helped converge to a better logo for the brand. In this phase, I explored various ideas that I had penciled in earlier to help come up with a refined version of the original idea. This phase focused on building more character for the brand through the logomark.

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SECURITY

After distilling feedback, the attempt to show security through forms like shields and hexagons became a focus for this camp.

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SECURITY

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DATA & COMMUNICATION

As the sketches progressed, I combined th data and communication into one camp for better results. The communication of data helped converge on a concept for the logo.

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DATA & COMMUNICATION

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DATA & COMMUNICATION

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DIGITAL RENDERS

After all the time spent sketching in the book, we turned to the computer to make crisper versions of our logos. This stage helped us appreciate the swift movement of our hand and how we manipulate the sketches to suit our idea. The computer sketches made those ideas more mechanical and took away a lot of the character from the hand drawn sketches. This stage helped balance the logos made by hand and with symmetry digitally.

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In digital era, privacy must be a priority. Is it just me, or is secret blanket surveillance obscenely outrageous?

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— Al Gore

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DIGITAL SELECTION

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LOGO ITERATION

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FINAL LOGO

After various iterations and feedback, I found that combining the characteristics of the potential logos would work best. The final logo consists of fragmented rounded lines indicating the flow or communication of information while the B serves as a secure net catching and storing the influx of data leaving us with a logomark reflecting the mission of the brand Blackberry.

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SIMILAR LOGOS

This process would not be complete without doing some due diligence of finding similar logos to make sure there is no intersection between the design created for Blackberry and a logomark created by another designer. Here are a few logos that inspired the design and are similar.

INSPIRATIONAL LOGOS

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COMPANY LOGOS

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DATA COLLECTED

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The conclusion of this exercise ends this phase of development for the brand Blackberry. Now that we have generated a new and thoughtful logo mark, the next phase will allow us the know how the mark is used and how it defines the brand. The guidelines to the brand will ultimately help characterize the brand as a whole including the logo mark.

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The fantastic advances in the field of electronic communication constitute a greater danger to the privacy of the individual. — Earl Warren 68

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Designs

Avantika Jain MA Graphic Design School of Graphic Design & Digital Media Academy of Art University

Photography

Unsplash.com

Software

InDesign, Illustrator, Photoshop DIN 2014, Blender Pro Blurb Premium Matte

Typeface Book Bindery Paper

Copyright Š 2018. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means without the written permission of the designer, Avantika Jain.

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001_Avantika Jain 002_Nature of Identity 003_MA Graphic Design 004_Fall 2018

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