0.1
brand guide
inspiring possibilities
bluetooth brand guide
速 速
速 速
ﾂｮ
1.0
Inspiring
imagine
The Bluetoothﾂｮ brand inspires the possibilities of easy personal wireless connectivity: new applications, new forms of working, new ways of living. Across continents and brands, products and industries, connecting different modes of experience. understand
The Bluetoothﾂｮ brand is lofty and far reaching, even while it is grounded in exceptional engineering, rigorous testing and a commitment to consistency and reliability. integrate
The Bluetooth brand guide is where Bluetooth information, standards, and rules meet Bluetooth ideas, promises, and possibilities窶馬ot only how to implement the Bluetooth brand, but how to describe it, how to visualize it, how to propagate the experience that it delivers.
inspiration
Inspiring Invention
®
invention It’s understanding the inevitable... and reinventing it. Ideas are wireless. They shift and change, evolve and build—organic, inventive, endlessly imaginative. They come to us at work, at play, at the moments that we’d least expect. The Bluetooth brand embodies that ingenuity. Emboldening, enhancing, expanding the potential for today’s successes...and tomorrow’s breakthroughs. Understanding the Bluetooth brand is understanding the spirit and accomplishments of invention.
Transportation becomes a vehicle for invention with Bluetooth wireless technology.
1.1
Inspiring Working
速
working
Conversation is almost telepathic with Bluetooth wireless technology.
1.2
Inspiring Freedom
1.3
Unfettered communication sets the possibilities free—with Bluetooth wireless technology.
It’s more than seeing. It’s believing. ®
freedom
Before wires, everything was wireless. Nature found ways to connect it all—often on a very mysterious frequency. Bluetooth wireless technology takes its prompt from nature: harmonious, intuitive, seamless. Products with Bluetooth wireless technology communicate with a sense of purpose and elegant efficiency. Today, Bluetooth wireless technology can eliminate wires. In the future, it may make the word “wireless” entirely obsolete. Then, Bluetooth freedom will be second nature.
1.4
Inspiring Living
ÂŽ
living
Security, efficiency, harmony. Home is enhanced with Bluetooth wireless technology.
It’s extending the opportunity for input with Bluetooth wireless technology.
1.5
Inspiring Reliability
Innovation and usability are on the same page with Bluetooth wireless technology.
ÂŽ
reliability It’s knowing exactly how far wireless technology can take you. We determine point A and point B. It could be a cross-country adventure, a commute to
Designed to make connectivity invisible and reliable. A perfect convergence of
the office, a trip to the grocery store, or just a stroll to the refrigerator. Take the shortest
extraordinary technology and elegant simplicity. Hundreds of companies are on
route or a scenic trip. Bluetooth wireless technology is a trusted scout, perceptive assistant,
board. Thousands of engineers have contributed. Standards have been set.
entertaining tour guide, and top-flight chauffeur.
Specifications have been approved. Millions of devices are in use. And people are experiencing just how far they can go.
Inspiring Flexibilty
1.6
®
flexibility
It’s integrating every dimension of productivity. Where do we work? Desk. Sofa. Car. Hotel. Kitchen. Plane. Yard. It’s not one location; it’s Productivity and creativity are synchronized with Bluetooth wireless technology.
everywhere. It’s not one application; it’s many. With Bluetooth wireless technology, our options are endless. It’s where we’d most expect it and where we’d least expect it—and everywhere in between. It adapts to how we work and how we live, transforming everyday tasks into everyday solutions. Surprising, nimble, ubiquitous. Seeking new applications and finding new opportunities—everywhere we turn.
1.7
Inspiring Playing
Synchronize, exchange, explore. Personal is powerful with Bluetooth wireless technology.
速
playing
1.8
Inspiring Simplicity
The answers are built-in with Bluetooth wireless technology.
®
It’s knowing how to act, not thinking about it. The Bluetooth brand breeds confidence. We don’t ask where, when, or how to connect. We’re already connected. We don’t ask if it’s going to work. It’s already working. The technology doesn’t create questions, it answers them. Quickly, simply, elegantly, seamlessly. It’s the standard by which personal wireless is measured. Know it. Use it. Work it. And when people ask you if you’ve heard of Bluetooth wireless technology, just nod your head like you’re the one who discovered it…because you do, every time you use it. Make it yours. Share the possibilities. Speak it fluently. It’s that easy.
simplicity
Inspiring Global
1.9
®
global It’s discovery, over and over again. The typical commute is 40 minutes. The average office is 150 square feet. The seat pitch in first class can range from 62 to 74 inches. The circumference of the world is 40,820 kilometers. This is technology that defines portable, thinks continental, and goes global. Whether we jet set or are creating a community of consumer appliances, Bluetooth wireless technology empowers. It really doesn’t matter if it’s New York or Beijing. It’s not important if it’s imperial or metric. It doesn’t get hung up on protocol. Bluetooth wireless technology is a global wireless standard and it’s the way the world is turning.
Bluetooth wireless technology makes the world a singular wireless experience.
Possibilities
2.0
the bluetooth trademarks
2.1
the bluetooth word mark
2.2a
the bluetooth figure mark
2.3a
the bluetooth combination mark
2.4a
速
possibilities The heart of the Bluetooth速 brand identity is in the name, which was inspired by the Danish King Harald Bluetooth who unified Denmark and Norway in the 10th century. Now, in the 21st century, unification is a guiding principle of the Bluetooth brand. Bluetooth wireless technology connects innovative products and companies to consumer aspirations. For us, that means delivering consistency in image, word, and icon; knowing the possibilities and delivering them accurately and clearly. This brand book applies only to members who have executed agreements giving them rights to all three Bluetooth trademarks. 21
the bluetooth trademarks
Trademark Possibilities
Bluetooth word mark
About the Bluetooth registered trademark symbol The Bluetooth SIG has aggressively pursued the registration of the Bluetooth trademarks on a worldwide basis. To this end, in January 2003, the Bluetooth SIG succeeded in its endeavor to register the marks to the degree that they can now be accompanied by the registered trademark symbol “®” by licensees on a worldwide basis. Licensees should make every attempt to transition from the use of “™” to “®”. For information as to whether a particular Bluetooth trademark has been registered in a specific country, please contact the Brand Administrator at brand.manager@bluetooth.com.
Bluetooth
®
Bluetooth figure mark
®
Bluetooth combination mark
®
The Bluetooth SIG’s rights in the Bluetooth word mark encompass all upper and lower case, bold, italicized or plain text schematics of the word ‘Bluetooth.’ Licensees can download Bluetooth trademarks at www.bluetooth.org.
Violation It is paramount to point out that parties may only use the Bluetooth trademarks as trademarks if they are licensed to do so by Bluetooth SIG, Inc. The Bluetooth brand elements or the brand may not be used in a fashion or manner that could impair or otherwise damage the goodwill associated with the Bluetooth brand or the Fellow Adopters (Promoters, Early Adopters and Adopters). The Bluetooth brand elements or brand shall therefore not be used in connection with unlawful, obscene, pornographic, excessively violent, hazardous, or otherwise poor-taste activities. In the event of material breach of these instructions, the license shall terminate.
2.1
Where to apply the Bluetooth trademarks The Bluetooth trademarks can be applied on licensees’: • advertisements • computer programs • direct mail units • exhibition stands • outdoor posters • packaging • point-of-sale materials • press materials • products • product and sales literature • radio/TV commercials • visual aids • websites To discuss use of the trademark in other contexts, contact brand.manager@ bluetooth.com. Rights by licensees to use the trademarks on products and/or in association with products is dependant upon the qualification of said product and is outlined in the Bluetooth Trademark Licensing Agreement (BTLA) with the Bluetooth SIG, Inc.
23
Word Mark Possibilities
the bluetooth word mark
2.2a
First use and attribution of the Bluetooth word mark
Correct form
The registered trademark symbol “®” should be added in superscript format immediately following the word mark wherever the word mark first appears on product packaging, products, web pages, and marketing pieces, and in textual information.
The Bluetooth word mark should never be used as a noun. Whenever possible, the Bluetooth word mark should be followed by the phrase “wireless technology” to identify the appropriate generic product category.
Correct: Bluetooth® wireless technology
Incorrect: A notebook computer with Bluetooth® Correct: A notebook computer with Bluetooth® wireless
Spelling
Bluetooth is a trademark, and as such its spelling cannot be changed. It is always to be used in English; it must not be translated into other languages: Incorrect: Blåtand®
trådlösa produkter... Correct: Bluetooth® trådlösa produkter...
technology technology Correct: Products incorporating the Bluetooth® wireless specification Correct: Wireless products featuring Bluetooth® technology Correct: Products equipped with Bluetooth® wireless
No possessives or plurals or hyphenations. Incorrect: Bluetooth’s Specification includes... Correct: The Specification for Bluetooth wireless
technology includes...
Incorrect: The world is becoming increasingly dependent on Bluetooth to Formatting
When using the word mark in plain text, it is recommended that the trademark stand out in the text.
achieve compatibility Correct: The world is becoming increasingly dependent upon products featuring Bluetooth wireless technology to achieve compatibility Incorrect: Bluetooth-enabled products... Correct: Bluetooth wireless technology enabled products...
Example: the BLUETOOTH word mark... Example: the Bluetooth word mark... Example: the Bluetooth word mark... 25
Word Mark Possibilities
the bluetooth word mark
2.2b
Correct form (continued)
Company, business and trade names
No verbs.
The Bluetooth word mark must not be incorporated as part of a company, business or trade name. Only Bluetooth SIG, Inc. is permitted to use the word mark in such a manner.
Incorrect: Bluetooth your message... Correct: Communicate via Bluetooth wireless
technology...
No puns. Consistent and appropriate use of Bluetooth trademarks benefits all Bluetooth SIG members. Accordingly, do not make puns out of the Bluetooth word mark or portray it in a negative manner.
Incorrect: Bluetooth Consultants; Bluetooth Enterprises; MyBluetooth, Inc.
BluetoothZone Partners Websites
The Bluetooth word mark is not to be used in a domain name or as a URL. The only exceptions to the rule are for the domain names owned by Bluetooth SIG, Inc. (For example, www.Bluetooth.com and www.Bluetooth.org). Incorrect: www.bluetooth.se; www.unpluggedbluetooth.com;
www.blue2th.com; www.bluetooth.sig.com; www.bluetooth.biz.com; www.bluetooth.cellphones.org Correct: www.ericsson.com/bluetooth or www.ericsson.com/bluetooth/solutions
27
Word Mark Possibilities
the bluetooth word mark
2.2c
Relationship to licensee brand
Trademark legend or footnote
When using the Bluetooth word mark, it should always be apparent which company is the licensee of the trademark. The Bluetooth brand name may not be combined with any trademarks, house marks or trade names, since the Bluetooth brand is a separate brand from the licensees’ own.
Whenever the Bluetooth word mark is used in a particular piece, it must be attributed with the appropriate trademark footnote. The footnote may be presented in small type but must be large enough to be legible. This footnote generally appears at the end of a document or on the back of a package, but it may appear at the bottom of a press release or a web page or the inside cover of technical documentation.
Incorrect: IBM Bluetooth PC Card Correct: IBM PC Card with BluetoothÂŽ wireless technology
ÂŽ
Incorrect: Combining Bluetooth combination mark with licensee trademark
Proper footnote to be used with the Bluetooth word mark
The Bluetooth word mark and logos are owned by the Bluetooth SIG, Inc. and any use of such marks by [licensee name] is under license. Other trademarks and trade names are those of their respective owners.
29
Figure Mark Possibilities
the bluetooth figure mark
The Bluetooth figure mark The Bluetooth figure mark, stand-alone, is a trademark. The Bluetooth figure mark is designed with inspiration from the runic characters of “H” and “B” (initials of Harald Bluetooth). Always make sure that the integrity of the figure mark is preserved by making use of at least a “free zone” within which no text, picture, illustration, or other element shall be present. The registered trademark symbol, ®, is to be printed as part of the figure mark, as illustrated to the right. In the event that the use of the “®” symbol with the Bluetooth mark on a product, or as part of a product display feature, is impractical due to the small size of a Bluetooth mark, the licensee may omit the “®” symbol on such product or product display feature, provided, however, that appropriate language identifying and attributing the Bluetooth marks to the licensor is included in printed materials accompanying the product (e.g. user’s guides, owner’s manuals, product brochures) and the “®” is used with the Bluetooth mark in all literature, packaging, and other materials accompanying the product. The Bluetooth figure mark must not appear on licensee products,
2.3a
Bluetooth figure mark product packaging, product promotion literature, etc., without the licensee’s house mark or trademark being present. Furthermore, the Bluetooth figure mark is to be applied in such a manner as to ensure that the Bluetooth figure mark is not perceived as the product brand. The Bluetooth figure mark may not dominate a licensee’s own house marks or trademarks. A licensee’s own trade name must be easily recognizable on the licensee products, product packaging, product promotion literature, etc. Figure mark identification When using the Bluetooth figure mark in printed matter, TV commercials, visual aids, web pages, or computer programs, you should add the following footnote at the end or bottom of such material: “The Bluetooth word mark and logos are owned by the Bluetooth SIG, Inc. and any use of such marks by [licensee name] is under license. Other trademarks and trade names are those of their respective owners.” If a footnote cannot be applied on a product, the footnote must be clearly printed on the product’s associated packaging and printed matter.
®
Figure mark “free zone”
®
The distance between the figure mark and the edges of the free zone is equal to half the height of the figure mark as shown above.
31
Figure Mark Possibilities
the bluetooth figure mark
Figure mark color
®
®
®
Figure mark resolution
The figure mark is reproduced in 16x16 pixels. This is the lowest possible resolution allowed.
Figure mark color The figure mark can be reproduced in black, inverted, or in blue. When the figure is placed on an actual product, it is also possible to engrave it if this is preferred to printing the overall design in white or black. When in blue, the following specification shall be used: Pantone 286 coated Pantone 286 uncoated, or Cyan: 100%, Magenta: 60%, Yellow: 0%, Black: 6%
2.3b
Figure mark resolution The figure mark should always be represented with the best possible quality and the highest possible resolution. When an unmodified figure mark is shown on a computer or equivalent screen, the lowest possible resolution allowed is 16x16 pixels. A figure mark below 16x16 pixels is not permitted, as it becomes unrecognizable as an identification icon. However, we recommend that the functionality icon, as shown, be used at either 8x8 or 6x6 pixels. Solely for the display of Bluetooth marks on an LED (Light Emitting Diode), the licensee may modify the color of the Stylized B (also known as figure mark or “runic HB”) component of the Bluetooth marks to blue, gray, or black, provided however, that the backlight illuminating the Bluetooth mark is blue.
Recommended functionality icon reproduced in 8x8 pixels.
Functionality icon reproduced in 6x6 pixels. This solution must only be used if the 8x8 option is not feasible.
33
Combination Mark Possibilities
the bluetooth combination mark
The Bluetooth combination mark The Bluetooth combination mark is a trademark and consists of: • The Bluetooth figure mark and • The Bluetooth word mark in a particu lar stylized format It is strongly suggested that licensees use the combination mark whenever possible in an effort to build awareness of the brand. Always make sure that the integrity of the combination mark is preserved by making use of at least a “free zone” within which no text, picture, illustration, or other element shall be present. The registered trademark symbol “®” is to be printed as part of the combination mark. The Bluetooth combination mark can be reproduced with: • Blue figure mark and black word mark on light background. • Black combination mark on light background. • Transparent white combination mark on dark background. • When the combination is placed on an actual product, it is also possible to engrave it if this is preferred to printing the overall design in white or black.
Combination mark identification When using the Bluetooth combination mark in printed matter, TV commercials, visual aids, web pages, or computer programs, you should add the following footnote at the end or bottom of such material: “The Bluetooth word mark and logos are owned by the Bluetooth SIG, Inc. and any use of such marks by [licensee name] is under license. Other trademarks and trade names are those of their respective owners.” If footnote cannot be applied on a product, the footnote must be clearly printed on the product’s associated packaging and printed matter.
2.4a
Bluetooth combination mark
® ®
Combination mark “free zone”
The distance between the combination mark and the edges of the free zone is equal to half the height of the “B” as shown above.
Acceptable Bluetooth combination mark reproduction
® ®
® ®
®®
35
Combination Mark Possibilities
the bluetooth combination mark
The Bluetooth combination mark with licensee products Your use of the Bluetooth combination mark should follow the instructions in this book. Please keep the following in mind: • You should never use the Bluetooth combination mark without a licensee house mark or trademark being easily recognizable nearby. Furthermore, the licensee’s own trade name must be easily recognizable on the licensee’s products, product packaging, and product promotion literature, etc. • The Bluetooth combination mark should not dominate the licensee’s trademarks.
2.4b
Unacceptable Bluetooth combination marks • Do not intrude on the free zones of the combination mark elements. • You should not alter the design of the combination mark elements by adding shadows or changing the color. • All products bearing the combination mark or figure mark are required to have been certified through the Bluetooth Qualification Program as outlined in the Bluetooth Trademark Licensing Agreement (BTLA).
® [a] Incorrect: Moving the Bluetooth figure mark
® [b]
® Incorrect: Using registered trademark symbol at baseline of combination mark
37
Intelligence
bluetooth wireless technology
3.0
3.1
Background
bluetooth wireless technology
3.2
Boilerplate
bluetooth wireless technology
3.3
Technical Information
速
intelligence To achieve the highest possible impact and avoid unnecessary confusion, the basic function and main features of Bluetooth wireless technology should be described and presented as uniformly as possible. The following descriptions, therefore, serve as text platforms for brochures, ads, editorials, press releases, etc., and it is in the interest of all licensees to use these platforms as a base for describing the applications of Bluetooth wireless technology.
39
Background Intelligence
bluetooth background
Technology background
The Bluetooth Special Interest Group (SIG) was founded in 1998 to manage and promote a new wireless communications standard for connecting devices. The intent was to create a global and open technology standard for a short-range, cable-replacement, radio technology. The Bluetooth SIG is led by a nine-company promoter group including 3Com Corporation, Agere Corporation, Ericsson, IBM Corporation, Intel Corporation, Microsoft Corporation, Motorola, Inc., Nokia and Toshiba Corporation.
Technology in brief Bluetooth wireless technology is aimed at allowing users to make effortless, fast connections between various devices. The sophisticated mode of transmission adopted in the Bluetooth Specification ensures protection from interference and seeks to ensure security of data. The radio with Bluetooth wireless technology is built into a small microchip and operates in a globally available frequency band intended to ensure communication compatibility worldwide. The Specification has two power levels defined: a lower
3.1
power level that covers the shorter personal proximity range within a room, and a higher power level that can cover a medium range, such as within a home. Software controls and identity coding built into each microchip ensure that only those units preset by their owners can communicate. Bluetooth wireless technology supports both point-to-point and pointto-multipoint connections for up to eight simultaneous sessions.
41
bluetooth boilerplate
BluetoothŽ wireless technology is set to revolutionize the personal connectivity market by providing freedom from wired connections—enabling links and providing connectivity between mobile computers, mobile phones, portable handheld devices and much more. Bluetooth wireless technology redefines the very way we experience connectivity.
Boilerplate Intelligence
3.2
The Bluetooth Special Interest Group (SIG), comprised of leaders in the telecommunications, computing, consumer electronic, network and other industries, is driving the development of the technology and bringing it to market. The Bluetooth SIG includes Promoter companies 3Com, Agere, Ericsson, IBM, Intel, Microsoft, Motorola, Nokia and Toshiba, and more than 2,000 Associate and Adopter companies.
43
Technical Intelligence
bluetooth technical information
General description The Bluetooth Specification defines a lowcost, low-power global radio standard for connecting devices. Using an efficient time-sharing architecture designed with advanced frequency-hopping and small packet sizes, the technology is able to maintain high transmission speeds while operating in the unlicensed 2.4GHz radio spectrum. The Bluetooth Specification defines a Core and many Profiles. The Core describes the radio link and connection setup, also known as the protocol stack. The Profiles describe how the wireless protocol can be used for specific user applications. Members of the Bluetooth SIG are granted a royalty-free non-exclusive license to incorporate the technology in their products and are normally also able to use Bluetooth trademarks in connection with marketing such. The Bluetooth SIG maintains a Qualification program to certify product compliance to its specifications. Performance The overall performance of a radio system is measured by more than its raw data rate. Bluetooth wireless technology is specifically designed to maintain exceptionally high transmission speeds in high-noise environments, efficiently
3.3
Power explanation manage power both in sleep and operating modes, and do this in a small and affordable package. Providing even more value to developers is the utility of the Specification, which supports using one single radio to service many use cases and applications.
0.3 mA (listen) 0.3 mA (sleep) The low-power mode is only interrupted by very short signals with the purpose of verifying an established connection.
Power Bluetooth wireless technology limits the radio microchip’s output power exactly to that actually required. If, for instance, the receiving radio indicates that it is only a few meters away, the transmitter immediately modifies its signal strength to suit the exact range. This feature dramatically reduces the radio’s power consumption, as well as its radio signal interference. Furthermore, the radio chip automatically shifts to a low-power mode as soon as traffic volume becomes low or stops. The low power mode is only interrupted by very short signals with the purpose of verifying the established connection. The radio with Bluetooth wireless technology consumes less than a few percent of the power compared with a modern mobile phone. The transmission mode is only used as necessary, and always for the shortest possible period of time.
45
The Bluetooth brand connects the promise of wireless technology to real-world everyday activities. For consumers. For business. For industry. We are all accomplished innovators, inventors, dreamers and doers. Each focused on unique goals, yet sharing the same language, the same understanding with the unwavering belief in possibilities—inspired by what Bluetooth wireless technology stands for; committed to its utmost effectiveness and consistency—realizing the full potential of personal wireless and our dreams.
The Bluetooth trademarks are owned by Bluetooth SIG, Inc. Other trademarks and trade names in this document are those of their respective owners. © Bluetooth SIG, Inc.2003. Subject to change without prior notice.
Design: Designkitchen, Chicago, IL www.designkitchen.com Printing: Wallace Bruce Offset Photography: LuckyPix www.luckypix.com and Getty One www.gettyone.com Paper: 100 lb. Signature TrueTM dull text & cover from MeadWestvaco
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