01 VISUAL STRATEGY GUIDE
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PALM
THE VISUAL STRATEGY GUIDE
TABLE OF CONTENTS
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01 02 03 04 05
Palm’s Past Our History Our Milestones Our Past Style
5 9 11 13
Palm’s Future Our Vision Our Mission Our Future Style
15 17 18 19
Palm’s Audience
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Palm’s Competitors The Next Phase
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Resources
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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 book you currently hold in your hand), the visual development guide and the visual standards guide we will be outlining a re-invention strategy for the future of Palm. This visual strategy guide will outline the evolution of Palm from it’s beginning to where Palm will be in the future.
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01
Palm’s Past
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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.
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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.
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“There will be a big business building intelligent memory systems that work the same way our brains do.�
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THE VISUAL STRATEGY GUIDE
OUR MILESTONES 1992
1995
1994
1997
1998
1996
1992
1995
1997
Palm computing Inc. is
U.S. Robotics acquires
3Com acquires U.S. Robotics. Later
founded by Jeff Hawkins.
Palm for $44 million.
that year 3Com holds the first Palm
Hawkins enlists Donna
Pilot developer Conference in San
Dubinsky and Ed Colligan
Francisco’s Center for The Arts Yerba
to build the company.
Buena Gardens.
1994
1996
1998
Graffiti handwriting recognition
The Palm Pilot is introduced to the
Hawkins and Dubinsky leave
software debuts. This was the
public. It was designed to easily
3com and form Handpspring
first handwriting recognition
and quickly exchange informa-
Inc. creating their own PDAs
system for a PDA. This software
tion with a PC via a plug connec-
using Palm software.
required it’s own unique alphabet.
tion. The pilot had four functions
It could be used for note-taking
including a calendar, address book,
and sending e-mails.
to-do list, and a memo section.
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PALM’S PAST
2007
1999
2003
2010
2005
2009
2017
2002
2007
2010
Palm announces plans to acquire
The Centro is released. A sprint
Palm reports a major
Handspring, forming a hardware com-
smartphone using Palm OS. In
loss. HP announces
pany called PalmOne.
2008 it was the second ranked
plans to buy Palm for
smartphone
$1.2 billion.
1999
2003
Palm VII is released. The Palm includes full wireless and telecommunications capabilities.
Tungsten E2 is released. Designed for users who don’t need
Competitor Apple launches its
wireless connectivity.
first iPhone.
2002
2005
2009
Palm forms an OS subsid-
CEO Todd Bradley steps down from
Colligan leaves Palm. Jon
Palm Inc. undergoes
iary named PalmSource.
PalmOne. Ed Colligan takes over.
Rubinstein, known for
a company wide re-brand;
Sony Invests $20 million
PalmOne acquires the Palm brand
designing the Apple iPod
they are back in
in PalmSource.
name. Palm announces plans to
becomes CEO.
the market.
Competitor Research in Motion introduces Blackberry 850.
run Windows mobile software rather than its own Palm OS. Palm TX is released. It features wireless Bluetooth and WiFi.
Palm launches the Palm Pre; it is the first phone to run WebOS.
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OUR PAST STYLE During Palm’s lifespan, Palm worked to create products that were designed to solve specific individual problems. These images represent Palms confining and complex style.
PALM’S PAST
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Palm’s Future
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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.
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OUR MISSION
Palm gifts the power of instant information through your hands, designed to efficiently, and intelligently solve problems with ease.
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OUR FUTURE STYLE In the future, Palm works to supply tools designed to provide information to each individual for all sets of needs. These images embody Palm’s goals to be intelligent and collaborative.
PALM’S FUTURE
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Palm’s Audience
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OUR AUDIENCE Historically Palm has been designed for business people, providing them with the newest technology to achieve significant success in their field. Today as technology becomes more and more powerful, Palm will continue to meet the needs of a new era of entrepreneurs, leaders, and consumers. At the core of the company what Palm does best is create tools that focus on the specific needs of each customer. The following pages describe Palm’s audience. The seven profiles describe in detail who they are and how Palm will work to fit their needs.
PALM’S AUDIENCE
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Alan is a 20 year old student attending NYU. He is currently in the third year of his bachelor’s program. He resides with three house mates in Manhattan. He is always busy with school and personal activities. He is interested in tools that help keep track of his active life.
His health is important but balancing school, exercise, and proper eating is sometimes a challenge. He would like a tool that helps keep track of his physical health so that he can be his healthiest self. As a student living far away from his hometown he doesn’t have a regular doctor to go to for any medical needs. He would like a convenient tool to ask for help when he needs it. Staying up to date on current events, business, and technology news is essential. He likes researching and reading daily articles to stay in the know. To get to and from to his daily activities, he takes public transportation. In his transit times, he likes to use his phone to look at emails, notes, read books and listen to music. He enjoys attending lectures and events to gain new perspectives, knowledge, and make new connections in his field. He likes shopping online to order food and supplies. He enjoys the convenience and ease of one click shopping.
ALAN CHIN THE STUDENT
20 - Single - New York City
As someone with a busy schedule and many activities, it’s important for Alan to have reminders of what appointment’s he has each day.
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Amelia is a 26 year-old creative director and founder of her lifestyle blog. She is known for her eye for design, DIY crafts, cooking, and travel tips. She resides in Austin, Texas with her boyfriend and dog.
Amelia’s blog and other social media pages are eyed by thousands a year. She likes using tools to check customer engagement. These tools help pinpoint current audience trends. Social media is an essential tool in gaining followers and sales for her business. She needs 24/7 access that enables her to write and post for her social pages. She frequently attends events and trade shows as part of the blogger community. She meets a lot of people all the time when promoting her brand. She would like a way to save her connections quickly and exchange information. Amelia spends most of her day on her computer connecting with customers from her blog. She enjoys the ease of direct messaging. She travels often to research the latest trends. It’s important for her to have a device where she can take pictures, record thoughts or capture a specific mood. Having an easy to use digital system to catalogue her findings is an important way for her to stay organized.
AMELIA MOSS THE CREATIVE DIRECTOR
26 - single - Austin
In addition to her blog, she teaches online classes and needs to have easy access to all her materials and tools.
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Trevor is a 55 year-old doctor who lives in Palo Alto with his wife, two kids and their labradoodle Bailey. He enjoys his job but often works long hours in order to create a comfortable life for his family.
At work, Trevor has a hectic schedule working long hours. He often comes home late and doesn’t get to spend all the time he would like with his family. In his free moments during the day he enjoys face timing with his wife and kids. In addition to his long hours treating patients, between shifts, he works with health technology entrepreneurs offering guidance and advice. He enjoys collaborating with others to better the medical world as well as learn about new technology and practices. He is often found walking around the hospital going from room to room to obtain medical records and scans. He would like an easy system where he can retrieve all the information in one place. He often spends long hours after work updating patient information on a computer. He would like an easier way to collect and input patient information. With a hectic schedule and busy family life he likes using Instacart and Amazon fresh for a convenient and quick access to food.
TREVOR JOHNSON THE DOCTOR
55 - Married, 2 kids - Palo Alto
Keeping his family healthy and active is important. On the weekends he runs with his kids to keep in shape.
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Alexandra is a 38 year-old business owner living in Chicago with her husband and cat. Her current company was brought to life to solve a problem she encountered in her previous job. Now as the fearless leader of her small international team of designers and engineers she wants to see her company and team succeed in their work.
With little extra time, she needs the right tools to help aid her hectic schedule and keep her team productivity, data, and finances on track. She often travels for work and interacts with employees in different time zones. Having the ability to connect with individuals anywhere is important. Working remotely with an international team, it’s important for Alexandra to have a secure place to store her information. Additionally, data needs to be accessible for her team to use anytime. As the owner of a company her work hours are regularly booked with meetings. With a hectic schedule, she needs reminders and extra help when it comes to planning. She loves her furry friend but sometimes isn’t around to feed him. She uses a timed feeder to keep her cat happy and fed on time. At the end of the busy day she looks forward to a dinner with her husband. It’s their time to relax and connect.
ALEXANDRA GOMEZ THE STARTUP LEADER
38 - Married - Chicago
She doesn’t always have time for grocery shopping and uses food delivery systems. She likes the ease of one click to food delivery in hand.
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Jay is a 40 year-old packaging engineer living between San Francisco and airplanes. Much of his job is split between designing products, meetings, and traveling to meet with vendors all over the world.
With a very hectic schedule, traveling, meetings, etc., he needs an easy to use organization system to know what is happening in his day to day. Without one he wouldn’t know where to go. In his downtime, he likes to watch videos, read the news, and catch up with friends. These little free moments are when he gets time to rest and clear his mind. As someone who moves around and spends less time in the office when a thought comes to mind he needs the right tools to capture insights. He meets a lot of people in his travels and needs a system to hold all his contact information. Many of his projects are top secret and he wants a reliable secure system that can be shared but is safe from hackers. As someone always on the go he is barely home to go grocery shopping. He enjoys the ease of food delivery and ordering straight from his phone anytime. As someone who is always traveling for work he doesn’t have access to a doctor if he gets sick while he is traveling. He would like an easy system to stay connected to his doctor if he needs a prescription while he is out of town.
JAY DHAIMADE THE ENGINEER
40 - Married - San Francisco
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Marissa is a 30 year-old researcher in Seattle. She recently moved from New York for her dream job. She loves her line of work and is always looking for new insights.
As a new resident in Seattle she enjoys going to different activities to learn more about her new city and meet new friends. She enjoys her new life but often misses her family and friends in New York. She likes to message them throughout the day to keep in touch. When she is out of the office she likes to stay connected with her friends and colleagues. As a researcher she splits time between her office and talking to others. She needs an easy way to capture her findings and organize her information. She often collaborates with other co-workers on projects when she is on the go. Staying healthy and fit is important to her. She likes to keep track of her steps and calories burned during the week to keep her health on track. She plans weekly goals for work and personal life. Little accomplishments during the day keep her motivated.
MARISSA DRAKE THE RESEARCHER
30 - single -Seattle
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Palm’s competitors
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OUR COMPETITORS As we explore a new vision for Palm, it is important to become familiar with business competitors both historically and in the future. This includes competitors that create similar products, services and who share a common vision. The following pages describe current, adjacent and aspirational competitors.
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CURRENT COMPETITORS This group reflects Palm’s competitors who also specialized in designing and manufacturing digital smart tools to help businesses and individuals. What set Palm apart from other digital devices was their lower price point, longer battery life, and a faster processor.
PALM’S COMPETITORS
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BLACKBERRY Blackberry‘s first device was the Interactive pager that allowed two way paging. The original Blackberry was released in 2003 supporting email, telephone, faxing, web browsing and wireless services.
NOKIA Nokia’s mission is about creating connections. They are best known for their mobile devices. In 1996 they introduced their first smartphone the communicator. It was large and heavy to use.
HTC The main purpose of the High Tech Computer Corporation was to combine a cell phone and a personal assistant.
GENERAL MAGIC Founded in 1990 in partnership with Apple, General Magic developed a new kind of handheld communications device called the, “personal intelligent communicator.”
HANDERA Since 1992 HandEra has provided engineering services from mechanical, electrical and embedded software development. In 1995 HandEra branded Palm OS service, creating devices using Palm OS.
MOTOROLA Motorola designed and sold wireless network equipment. They created the first cell phone in 1983. It was large, heavy and consumed a lot of power.
SAMSUNG In 1988 Samsung developed the first mobile phone to be designed in Korea. It featured a small screen and numeric dial pad. TANDY Tandy was founded in 1950 originally as a leather company. Later after acquiring ownership of the Radioshack entreprise Tandy changed its business to an electronics company. Tandy also included its own line of personal computers.
SHARP Sharp is a Japanese corporation that designs and manufactures electronic products. CASIO Casio Computer Co. is a Japanese consumer electronics manufacturing company from Tokyo, Japan. Founded in 1946 they specialized in making digital tools. Some of these include calculators, mobile phones, digital cameras, electronic instruments and digital watches.
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ADJACENT COMPETITORS This group reflects Palm’s competitors who provide additional services to help empower the business professional to succeed.
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IBM IBM provides business solutions between technology and people. They offer strategic intelligence, integrated solutions, research, analytic and security tools.
BLOOMBERG Bloomberg Terminal is a software system that enables professionals in the financial service sector to monitor and analyze real time financial market data.
MICROSOFT OFFICE Microsoft Office was first released in 1988. Microsoft Office designed a family of services to help empower individuals and businesses.
SAP SAP is a multinational software corporation that makes enterprise software to manage business operations and customer relations.
HEWLETT PACKARD Hewlett Packard (HP) is a technology organization that provides hardware and software service for all types of business and industries. They are known for manufacturing PCs, networking hardware and computer storage.
INTERNET EXPLORER Internet Explorer is a web browser developed by Microsoft. It was one of the most widely used web browsers.
ORACLE Oracle is a multinational computer technology corporation providing software services. They work to empower businesses of all sizes. AT&T AT&T is a multinational telecommunications conglomerate. They deliver advanced mobile services, high-speed Internet and services for people and business.
ERICSSON Ericsson provides equipment for software and communication to empower people and businesses. CISCO Cisco is a technology conglomerate that develops, manufactures and sells networking hardware, telecommunications equipment and other high-technology services.
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ASPIRATIONAL COMPETITORS This group reflects how technology and services work together to enhance businesses and individuals. As Palm makes its return to the current market by providing the right tools and innovative technology Palm will once again return as a global leader and innovator.
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MICROSOFT Microsoft develops and manufactures licenses, supports and sells computer software, consumer electronics, personal computers and services. They work to empower business and people to reach their full potential.
AMAZON Amazon’s Alexa and Echo devises use AI technology to assist someone in their daily needs. By the sound of your voice you can search the web, create to do lists, shop online and much more.
SALESFORCE Salesforce is a cloud computing customer relationship management tool offering analytics, marketing and sales services.
ASANA Asana is a web and mobile application designed to help teams track their work and productivity.
DROPBOX Dropbox is a file hosting service. They specialize in cloud storage, file synchronization and client software.
TABLEAU Tableau Software is a company that produces interactive data visualization products focused on business intelligence.
ROKID Pioneering science and research Rokid Inc. specializes in bringing AI into your home. Rokid is a smart personal assistant.
factset Factset Research Systems is a financial data and software company providing financial information and analytical software for investment professionals.
AVISO Aviso is a software that provides analytics designed to help sales teams optimize their performance and exceed revenue goals. Aviso does this by using machine learning algorithms and portfolio management techniques.
INTEL Intel is a multinational corporation and technology company. They work to provide great experiences for businesses, society and the everyday person.
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THE NEXT PHASE After uncovering Palm’s past and revealing Palm’s new style, the next phase continues on to the Visual Development guide. In this guide, we will show our process and completion of the proposal of Palm’s new logo.
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Resources
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RESOURCES PHOTOGRAPHY
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 www.amazon.com/Palm-3C80501U-PalmOne-Wireless-Handheld/dp/B00004WHIL http://www.businesswire.com/news/home/20050713005973/en/PALM-Mobile-computing-Leaderhttp://www.businesswire.com/news/home/20060327005239/en/Palm-Celebrates-10-Year-
RESOURCES
INFORMATION www.cnet.com/products/palm-z22-handheld/review/ www.techwalla.com/articles/what-is-a-palm-pilot www.palminfocenter.com/news/8140/palm-tx-handheldreview/ 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-nokia-and-htc/ arstechnica.com/information-technology/2015/06/microsofthas-a-new-mission-statement-and-its-basically-the-same-asits-old-one/ en.wikipedia.org/wiki/Nokia_9000_Communicator play.google.com/books/reader?id=lsFHU305YL0C&printsec=fro
www.intel.com www.hp.com www.oracle.com www.att.com www.bloomberg.com www.sap.com www.ericson.com www.cisco.com www.blackberry.com www.htc.com www.handera.com www.samsung.com https://en.wikipedia.org/wiki/Tandy_Corporation
ntcover&output=reader&hl=en&pg=GBS.PA8 www.samsung.com/ae/discover/news-feed/the-evolution-ofdesign-in-samsung-devices/ www.successstory.com/companies/hewlett-packard www.phonearena.com/news/History-of-HTC_id3255 www.rokid.com/w/en/vision/#horizon www.wired.com/1998/12/reading-the-future-of-the-palm/ www.brighthand.com/news/palm-tungsten-e-official-pressrelease-spec-sheet-and-photos/ www.ibm.com www.salesforce.com www.dropbox.com www.rokid.com www.aviso.com www.asana.com www.amazon.com www.tableu.com www.factset.com
www.nokia.com www.generalmagic.com www.sharp.com www.casio.com
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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.