1
03 VISUAL STANDARDS GUIDE
1
PALM
THE VISUAL STANDARDS GUIDE
TABLE OF CONTENTS
2
01
Palm’s Past Our History Our Identity Evolution
5 9 11
02
Palm’s Future Our Vision Our Mission
13 15 16
Visual Standards Our New Logo Logo Anatomy Logo Marks Creating Space Black and White Logo Dimension Restrictions Incorrect Logo Usage Color Pallette Typography
17 19 21 22 23 25 27 29 31 33
Future Developments The Next Phase
33 45
Resources
48
03 04 05
3
PALM
THE VISUAL STANDARDS GUIDE
INTRODUCTION Branding is one of the most important aspects of any business; it tells your customer who you are, what you believe in, why you matter and how you are different from competitors. When a company begins to lose their audience or fall behind, it’s important for a company to reinvent themselves to stay in business. This proposal has been developed for Palm Inc., a company that paved the way for smart technology existing today. Though Palm started off a leader, Palm is presently non-existent. With the mention of Palm common responses include, who? Now seven years later Palm is ready for a re-invention. Through a series of guides, the visual strategy guide, the visual development guide and the visual standards guide (the book you currently hold in your hand) we will be outlining a re-invention strategy for the future of Palm. This visual standards guide will outline the aspects of the design and image of Palm. It contains rules and regulations for Palm’s brand image ensuring that what the public sees is consistent. It acts as a guidebook ensuring that the visual look is cohesive.
4
4
5
PALM
THE VISUAL STANDARDS GUIDE
6
01
Palm’s Past
7
PALM
THE VISUAL STANDARDS GUIDE
PALM’S PAST
Palm Inc. was a global leader and innovator of easy to use hand-held mobile products.
Palm’s leaders, Jeff Hawkins (left) and Ed Colligan (right) holding the original Pilot and the Palm Pilot.
8
9
PALM
THE VISUAL STANDARDS GUIDE
OUR HISTORY Palm Inc. introduced the first multitasking operating system for smartphones. The creation of the Personal Digital Assistant enabled people to stay connected with their family, friends, colleagues, and business organizations. This new tool provided access to sharing information and managing one’s daily life on the go. Palm Inc history begins with its founder Jeff Hawkins. Previous to Palm’s beginning’s Hawkins had been fascinated by the human brain. He was interested in discovering how our brains understand, learn and remember. Hawkins had discovered, “the way we experience the world is more like listening to a song. All our inputs, whether they’re sound or touch or vision, change over time. We can only experience them through time; we can only recall them through time. We are constantly making predictions about what we will experience next, much as we anticipate the next part of a song while we listen… predictions of time-changing patterns is key to intelligence.”
From this discovery, he predicted that machines could work on the same principle — devices that could understand the world around them. “There will be a big business building intelligent memory systems that work the same way our brains do.” Stuck on this idea, Hawkins made it his goal to make this idea a reality. It was a discovery that would change his life and make a significant impact on the world today. By 1992 Hawkins founded Palm Computing enlisting Donna Dubinsky and Ed Colligan to help build the company. Through its 11-year life span, Palm was recognized for creating the Palm Pilot, Palm OS, Palm III, Palm V and the Treo series. Though the company had great success, as they began competing with Apple, Android, and Blackberry, Palm failed to communicate to its audience why Palm was needed in their lives. With poor marketing and failed leadership, Palm quickly became irrelevant in the smartphone market.
10
“There will be a big business building intelligent memory systems that work the same way our brains do.�
11
PALM
THE VISUAL STANDARDS GUIDE
OUR IDENTITY EVOLUTION Palm’s identities throughout history.
1992 Palm Computing Platform
2002 – 2004 Palm Computing
PALM’S PAST
12
2003 – 2005 PalmOne
2005 – 2010 Palm Computing
2010 – 2011 HP Palm
In 2003 Palm merged with the company Handspring and became PalmOne.
In July 2005, PalmOne changed its name back to Palm and introduced a new logo consisting of the Palm name in an orange filled circle.
In 2010 HP acquired Palm computing. This was the final logo associated with Palm as the brand was phased out by HP in 2011.
13
PALM
THE VISUAL STANDARDS GUIDE
14
02
Palm’s Future
15
PALM
THE VISUAL STANDARDS GUIDE
OUR VISION Palm will forever be remembered as the pioneer of the smartphone. Geared toward the business professional, Palm worked to create products that would enhance efficiency and access to information. Today Palm is back and ready to unleash a powerful system that learns and adapts to human needs. Palm will continue to serve business and consumers by providing people with the power to connect to the world.
KEYWORDS These words describe the future of Palm’s vision and mission.
Accessible Be available anytime, usable and convenient to solve problems.
Intelligent Designed to focus on a particular task geared for a specific customer.
Connective Designed to offer instant connections through your hands. Palm connects individuals to their busy world providing them with the tools and features to succeed.
16
OUR MISSION
Palm gifts the power of instant information through your hands, designed to efficiently, and intelligently solve problems with ease.
17
PALM
THE VISUAL STANDARDS GUIDE
18
03
Visual Standards
19
PALM
THE VISUAL STANDARDS GUIDE
OUR NEW LOGO At Palm, we aim to connect our audience to the information they need anytime. The new look of Palm continues to represent our core ideas and mission in a fresh new way. The geometric shapes intertwine together to represent a powerful connection. The following pages outline the proper usage using Palm’s new logo.
VISUAL STANDARDS
20
21
PALM
THE VISUAL STANDARDS GUIDE
LOGO ANATOMY
2x x
5x
5x
x
2x
x
3x
2x
VISUAL STANDARDS
ALTERNATIVE LOGO MARKS
Primary Logo
Secondary Logo
Secondary Logotype
22
23
PALM
THE VISUAL STANDARDS GUIDE
CREATING SPACE In order to show Palm’s new mark in a cohesive system, we have included some guidelines for how to properly use our mark. The new logo will have a defined clear area that will be enforced where the logo and or logotype is used.
2x
2x
2x 2x
2x
2x
2x
2x
2x
2x
2x
2x
VISUAL STANDARDS
24
25
PALM
THE VISUAL STANDARDS GUIDE
BLACK AND WHITE LOGOS The new mark has been designed in many versatile ways to work on both black and white backgrounds. For use on a black surface Palm has developed a white logo to replace its color version.
Primary Logo
Secondary Logo
Secondary Logotype
VISUAL STANDARDS
Primary Logo
Secondary Logo
Secondary Logotype
26
27
PALM
THE VISUAL STANDARDS GUIDE
DIMENSION RESTRICTIONS To ensure the logo is recognizable at varying sizes, the logo must always be displayed at a size large enough to read both the logotype and the logo mark.
Primary Logo
10 M
1M
5 cm
1 cm
Secondary Logo
Logotype
VISUAL STANDARDS
28
29
PALM
THE VISUAL STANDARDS GUIDE
INCORRECT LOGO USAGE In order to maintain the core values, mission and brand consistency, the usage of Palm’s logo must be followed by the previous guidelines presented. Below are unacceptable ways to use our logo. To keep our logo consistent do not do the following:
Placing the logotype above the graphic mark.
Placing the logotype and graphic mark on it’s side.
Moving the mark and logotype at different angles.
Incorrect logotype color.
Adding effects.
Adding outlines.
Changing the colors in the logo.
squashing the logo.
Stretching out the logo mark
Moving the logo at an angle.
VISUAL STANDARDS
Adding a drop shadow.
Putting the logo in a box.
30
31
PALM
THE VISUAL STANDARDS GUIDE
COLOR PALETTE The new Palm logo should appear in the full color palette whenever possible. Do not use any other colors or alter the colors in anyway when using the new palm logo.
32
C / 45 M / 30 Y / 30 R / 150 G / 160 B / 165
K/0
Hex #979fa5 Pantone 422c
C / 70 R / 85
M / 55 Y / 40 G / 95 B / 110
K / 20
Hex #56616d Pantone 431c
C / 80 R / 50
M / 65 Y / 50 G / 60 B / 70
Hex #323a44 Pantone 432c
K / 45
C / 20 M / 30 Y / 85 R / 205 G / 165 B / 70
K/0
Hex #c99e47 Pantone 7407C
C / 25 M / 45 Y / 100 K / 5 R / 185 G / 130 B / 10 Hex #bc850a Pantone 1245c
33
PALM
THE VISUAL STANDARDS GUIDE
TYPOGRAPHY Typography also plays an important role in Palm’s visual system and must only be used in the typefaces provided in this guide.
Pp FUTURA
Use Futura exclusively for headings, titles, and quotes as it corresponds to the logotype in a visual way.
VISUAL STANDARDS
Futura Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12 3 4 5 6 7 8 9 0 ! @ # $ % & ?
Futura Light oblique
ABCD EFG H I J KLM N O PQ RSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12 3 4 5 6 7 8 9 0 ! @ # $ % & ?
Futura Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12 3 4 5 6 7 8 9 0 ! @ # $ % & ?
Futura Book Oblique
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12 3 4 5 678 9 0 ! @ # $% & ?
Futura Heavy
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12 3 4 5 678 9 0 !@# $ % &?
Futura Heavy Oblique
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12 3 4 5 678 9 0 !@# $% &?
34
35
PALM
THE VISUAL STANDARDS GUIDE
36
04
Future Developments
37
PALM
THE VISUAL STANDARDS GUIDE
FUTURE DEVELOPMENTS
Retail Division
Research and Development Division
PR01 Palm Wearable Devices PR02 Palm Wearable Devices for Athletes PR03 Palm Implantable Devices PR04 Palm Implantable Devices for pets
PRD01 Palm AI Health PRD02 Palm Health News PRD03 Palm Health Cloud
Commercial Division PC01 Palm Productivity PC02 Palm Team Workflow PC03 Palm Meeting Connect PC04 Palm Industry Connect PC05 Palm Travel PC06 Palm Commercial Cloud PC07 Palm Analytics PC08 Palm Financial Services PC09 Palm Special Banking PC10 Palm Commmercial News
Community Outreach Division PCO01 Palm Education for k-12 PCO02 Palm Education for College PCO03 Palm Internships
FUTURE DEVELOPMENTS
38
TYPES OF INFORMATION This chart represents the essential types of information reaching users from one to one million people. Palm has focused their attention on providing tools for health, business and education.
PRD01 For Business
PRD02 PRD03
For Health
PC10
PC06
PC07 PR01
PC05 PC08 PC04
PC09 PC03 PC02
PR02
1
PR04 PR03
1 Million People
PC01
PCO03
PCO02
PCO01 For Education
39
PALM
THE VISUAL STANDARDS GUIDE
RETAIL PR01 PALM WEARABLE DEVICES FOR YOUTH, TEEN, ADULT, AND ELDERLY Palm partners with a large network of doctors and healthcare providers to deliver direct secure patient health information to you and your doctor. Devices created specificity for each range of your life so the necessary data can be captured to track and analyze your health.
PR02 PALM WEARABLE DEVICES FOR ATHLETES Partnering with swimmers, tri-athletes, engineers, and designers Palm provides a way for you to train like a champion. Get
real time information and see how you have improved. Devices give you the ability to share your records with your trainer.
PR03 PALM IMPLANTABLE DEVICES Implantables creates a way for your doctor to check your health when you’re unable to be in the same room. As a continued partnership with health care providers Palm implantable creates a way for your doctor to access your current health information when your away.
PR04 PALM IMPLANTABLE DEVICES FOR PETS Implantable devices for your pets creates a way to check your pet’s health information, diet, sleep, exercise and location so you don’t have to worry about the health of your pet.
RESEARCH AND DEVELOPMENT PRDD01 PALM AI HEALTH Partnering with the top medical schools and labs, Palm works with doctors and researchers using AI algorithms to detect cancerous problems.
PRD02 PALM HEALTH NEWS We connect you to the latest news in the health industry. Learn what is currently happening and how this affects the future of your health. Share or save articles for future reading.
PRD03 PALM HEALTH CLOUD
Access your information anytime and anywhere. You and your doctor get easy to read information to understand by both parties. Like all Palm products, you get to decide who see’s your information. By your permission only you can share your health data when needed with whoever you would like
FUTURE DEVELOPMENTS
40
41
PALM
THE VISUAL STANDARDS GUIDE
COMMERCIAL PC01 PALM PRODUCTIVITY Achieve more as a team together on all your devices. Palm productivity provides tools for each individual to succeed. Sync calendar, emails, messaging, palm meeting, data, travel, company news and more in a secure network.
PC02 PALM TEAM WORKFLOW Customize your business needs in one place. Stay connected with customers, coworkers and suppliers. Sync data, tracking systems, travel, company news and more in a secure network.
PC03 PALM MEETING A unique conference meeting that connects everyone in one place all over the world. Information spoken is organized into the correct channels for productivity and is available for everyone to see. Information is shared instantly with the company for seamless connection and productivity.
PC04 PALM INDUSTRY CONNECT An event held yearly to connect and share from industry thought leaders. Along with key note speakers, sign up for workshops and mentoring sessions.
PC05 PALM TRAVEL Go from office to destination with ease. Partnering with major travel agenices, Palm provides information for all your business travel needs, and a way to stay connected on the go.
PC06 PALM COMMERCIAL CLOUD Access your information anytime and any-
where. Like all Palm products you get to decide who see’s your information. By your permission share and collaborate on projects with team members in your company.
FUTURE DEVELOPMENTS
PC07 PALM ANALYTICS With Palm’s analytics service you can get improved service performance, better order fulfillment, supplier management, customer value, improved advertising, and better product management. Palm provides the information to help you make better decisions based on reliable insights.
PC09 PALM SPECIAL BANKING Palm offers specialized banking services for all your business needs. Securely store your financial data, receive up to date information on wealth management, and quick payment processing. Stay competitive with new technologies and solutions to make your business more efficient.
PC08 PALM FINANCIAL SERVICES Receive up to the minute information on economic, and market news. Using analytics, we analyze market activity in real time to identify and investigate solutions that best fit your goals.
PC10 PALM COMMERCIAL NEWS Get your news up the moment its happening. Palm covers everything you need to stay informed globally and locally so you can stay competitive in your field of business.
42
43
PALM
THE VISUAL STANDARDS GUIDE
COMMUNITY OUTREACH PCO01 PALM EDUCATION FOR K-12 At Palm, we work to provide access to information around the world. One way we do this is by helping out our communities. Partnering with schools Palm provides resources and tools to help kids succeed. PCO02 PALM EDUCATION FOR COLLEGE At Palm, we work to provide access to information around the world. One way we do this is by helping out our communities. Two big Programs Palm includes is our business and health divisions. At Palm, we have partnered with the top business and medical schools to offer resources for learning.
PCO03 PALM INTERNSHIPS Extending our learning program for college students focusing on medicine and business Palm provides internships for students to obtain hands on experience in their fields.
FUTURE DEVELOPMENTS
44
45
PALM
THE VISUAL STANDARDS GUIDE
46
THE NEXT PHASE The next phase takes place on our website where our products, services and programs will be covered in full detail.
47
PALM
THE VISUAL STANDARDS GUIDE
48
05
Resources
49
PALM
THE VISUAL STANDARDS GUIDE
RESOURCES PHOTOGRAPHY
http://www.businesswire.com/news/home/20050713005973/en/PALM-Mobile-computing-Leaderhttp://www.businesswire.com/news/home/20060327005239/en/Palm-Celebrates-10-YearAnniversary-Pilot-Mobile-Computer Adopts-New-Ticker-Logo www.unsplash.com Lance Anderson Luca Bravo Benjamin Child Galen Crout Erik Eastman Tomaz Frankowski Ricardo Gomez Hunter Harritt Wes Hicks Carlos Irineu Carlos Muza Christian Perner Sonja Punz Stephan Stefancik Mikhail Vasilyev Gerrit Vermeulen Johannes Waibei Samuel Zeller Sean Pollack
RESOURCES
INFORMATION
www.mthink.com/legacy/www.crmproject.com/content/pdf/CRM2_sp_palm.pdf www.zdnet.com/article/crash-of-the-mobile-titans-what-happened-to-palm-blackberry-nokiaand-htc/ arstechnica.com/information-technology/2015/06/microsoft-has-a-new-mission-statement-andits-basically-the-same-as-its-old-one/ play.google.com/books/reader?id=lsFHU305YL0C&printsec=frontcover&output=reader&hl=en&pg= GBS.PA8 www.wired.com/1998/12/reading-the-future-of-the-palm/ www.brighthand.com/news/palm-tungsten-e-official-press-release-spec-sheet-and-photos/ www.cnet.com/products/palm-z22-handheld/review/ www.techwalla.com/articles/what-is-a-palm-pilot www.palminfocenter.com/news/8140/palm-tx-handheld-review/
50
51
PALM
THE VISUAL STANDARDS GUIDE
Design by Dana Isken Consultation by Hunter Wimmer Academy of Art University 2017
All right reserved. No part of this publication may be reproduced or transmitted in any form or by any means mechanical, electronic photocopying or otherwise without the prior consent of the publisher. This is a student project only. No part of this book or any other part of this project was produced for commercial use.
52
53