Blackberry - Keeping Information Secure by Maher Sinjary

KEEPING INFORMATION SECURE

Design, Print & Binding Maher Sinjary

First Published 2015 ÂŠ 2015 Maher Sinjary A digital version of this catalogue is available online at www.keepinginfosecure.com All rights served. No part of this publication may be reproduced, stored in a retrieval system or transmitted, in any form or by any means, electronic, mechanical, recording or otherwise, without the written permission of Blackberry. Printed in the United States of America

IN [THE] DIGITAL ERA, PRIVACY MUST BE A PRIORITY. IS IT JUST ME, OR IS SECRET BLANKET SURVEILLANCE OBSCENELY OUTRAGEOUS?

—Al Gore Former Vice President of the United States

BLACKBERRY GUIDELINES

TABLE OF CONTENTS

Overview

Brand Soul

Mission

History

Archetypes

Brand Grid

Analytics

Our New Look

Logo

Logo Anatomy

Logo Variations

Incorrect Logo Usage

Color Palette

Typography

Our Future

Brand Extensions

BB Private Events

Berry Private Offices

Berry Secure Cell Phone

Berry Privacy Apps

OVERVIEW

OVERVIEW No matter what your individual needs are a BlackBerry solution will enable you to accomplish more by keeping you in touch with information, colleagues and friends. It consists of smartphones integrated with software that enables access to a variety of data and communication services. BlackBerry smartphones allow you to stay in touch with everything that matters to you while you’re on the go. Email, phone, maps, organizer, applications, games, the Internet and more. Some smartphones even include a media player and/or camera so you really have everything you need in one stylish device. The BlackBerry solution supports leading enterprise email platforms and can be customized to meet the needs of one person or an entire enterprise, to any scale, in any industry. BlackBerry users know exactly where they’re going in life. We’re here to help you get there.

BLACKBERRY GUIDELINES

BRAND SOUL

BRAND SOUL KEEPING INFORMATION SECURE.

BLACKBERRY GUIDELINES

MISSION

BLACKBERRY’S MISSION IS TO GATHER KNOWLEDGE IN ONE PLACE AND KEEP IT CONFIDENTIAL

MISSION

We aim to keep information secure and have them all in one place, where you decide how to share them with others. Blackberry has extra protection filters to keep you aware of not sharing personal information in public, that gives you privilege to make the decision.

BLACKBERRY GUIDELINES

HISTORY 1984 Research In Motion is founded by University of Waterloo engineering student Mike Lazaridis and University of Windsor engineering student Douglas Fregin

1988 RIM releases the DigiSync Film KeyKode Reader, a product for the motion picture industry

1992 Jim Balsillie joins RIM. He would become co-CEO along with Lazaridis

1996 RIM releases the Interactive Pager, also known as the RIM 900, its first keyboard-based device

1997 RIM goes public on the Toronto Stock Exchange

1998 The RIM 950, a dramatically slimmed down two-way pager, is released

1999 The stock symbol RIMM is added to Nasdaq. RIM announces it has received FCC approval in the U.S. to begin selling its first BlackBerry device, the 850, with mobile email

2002 RIM adds voice calling capabilities to the BlackBerry 5810

HISTORY

2005 RIM hits four million subscribers, Balsillie and Lazaridis are named among Time magazine’s 100 most influential people

2007 RIM becomes the most valuable company on the TSX with a market capitalization surpassing $67 billion. The company has 10 million subscribers and introduces the first of its Curve BlackBerrys. But RIM is caught flat-footed by the overwhelming response to Apple’s new iPhone

2011 An unpolished PlayBook is finally released in the spring, later than expected, and reviews are not kind. A few months later the company announces it’s cutting 2,000 jobs. In October, users around the world suffer through a four-day service outage

2013 Heins finally unveils BlackBerry 10 and the first two smartphones to use the operating system, the Z10 and Q10. The company purchases a Super Bowl ad to build hype for the new company, which officially changes its name to BlackBerry. The phones don’t sell well enough to bolster its fortunes. Lazaridis steps down as vice chairman and leaves the board of directors. In August, the company says it is open to “strategic alternatives” including a possible sale. On Friday, the company announced it was laying off another 4,500 employees and planned to refocus on the enterprise market. On Monday, it announced Fairfax Financial Holdings offered to buy the company in a deal worth about US$4.7 billion.

2015 BlackBerry unveils a quirky new smartphone.

2020 Not only Blackberry will produce smartphones or communication products, but it will also gather people in one place to keep their information confidential.

BLACKBERRY GUIDELINES

ARCHETYPES

BRYAN, 32

Freelance Web Developer Who wants to keep his information secure, because he got hacked once before Avoids hackers to steal his work and corrupt his work He wants to access his information from different places, because he wants even when he is out of town He is looking for a secure way to be able to transfer his data He lost all his information once before, and now he wants to learn from his mistake He works with other web developers and they are concerned about sharing data in order to make the work faster He deals with clients from around the world, he wants to make sure international payments are all secured

ARCHETYPES

WENDY, 27 MBA Student

Being new in personal finances she wants to keep track on her finances in a private way She wants to use the correct products for keeping her information safe while she is away A peace of mind is what she is looking for, to enjoy her vacations She takes care of her family, therefore, she wants to make sure that her finances are all settle and in a good shape She loves attending events about finances and banking because she learns a lot from meeting people in that industry She studies banking and she works at a financial company Being the older daughter she works hard to make sure her family has all the necessities of living

BLACKBERRY GUIDELINES

STEVE, 33 Lawyer

Primarily works at home, clients find him online, therefore, he wants to keep his cases confidential He spends a lot of time on his phone, while working He has seen a lot of identity theft and other issues, that is he is making sure to put a high privacy on his personal information He gives advices to his clients about being aware of their confidential information and do not share it with others Doesnâ&#x20AC;&#x2122;t trust any platform, he checks all the details before using He also keeps his clients information secure so its important for him to have a platform that guarantees everything is secured He prefers working online from home, because he thinks its more secure

ARCHETYPES

SCOTT, 28

College Student Scott is graduating soon from music production, he needs to organize his personal finances to settle down and look for a job He is on social media constantly, he wants to have a way to keep his online information secure It is always hard for Scott to keep his audio tracks secure before he releases them, therefore, he needs the best solution The after graduation life can be challenging for Scott, because he never dealt with the real world business He doesnâ&#x20AC;&#x2122;t know a lot about keeping information confidential, therefore, he is looking for a platform to learn Scott wants to share some music tracks to his potential future clients to get jobs, but he needs to keep them secure Not only he wants to keep his music tracks secure but also his personal information

BLACKBERRY GUIDELINES

DAVE, 34

Online Marketing Agent Recently got married, so he definitely needs to keep his family’s information secure whether it’s financial information or personal Building a family can be hard specially from the beginning, therefore, Dave doesn’t want to mess up his future He works in an advertising agency, they have had many issues in the past from seeing their work published before releasing He does online marketing, and he needs to know how to keep track on his client’s information constantly He is looking for a secure way to be able to manage his data Not only Dave is worried about his work, but also about his family, he wants to keep everything together but organized Dave had bad experience about his finances before, that is why he does not want to make the same mistake

ARCHETYPES

ROBERT, 59 Math Teacher

Roberto travels a lot during his vacations, therefore, he needs his information secured. He is a mathematic teacher at a high school, he needs confidentiality in teaching methods to better serve students Never had the chance to organize his information and put everything in one place, he needs an easy and secure way to do that He wants to the right products to communicate and keep his conversations secure Robert does not use cell phones because he can not trust easily He got lots opportunities to teach online but he prefers onsite because he does not like technology It can be hard for Robert to count on technology to take care of his daily life activities but when he travels he needs it

BLACKBERRY GUIDELINES

EDDIE, 67

Retired Accountant Eddy has his own way to keep his information secure, therefore, he is not our target audience He never had any issues with his current solutions, so he does not need our help Technology has never been something that Eddy would trust He has health issues that he is concentrating on, rather than thinking about other things in his life Eddy prefers to write down all his information, because he does not trust techonlogy

ARCHETYPES

CAMILLA, 11

Primary School Student Camilla is too young to worry about keeping her information confidential, therefore, she is not our target audience She is just learning basic information about different things in life at the primary school Her goal is to grow up and then take care of confidentiality

BLACKBERRY GUIDELINES

BRAND GRID

By creating a brand grid we show how the brand looks like now and what are the changes that we are aiming to do after rebranding, in the next spread you will see the changes. Here is a trick to understand the grid, we are taking for instance if our brand was an animal how it looks now and how it would look like after rebranding? What if it was a chair, or a person?

BRAND GRID

BEFORE

blackberry

BLACKBERRY GUIDELINES

BRAND GRID

BLACKBERRY

AFTER

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ANALYTICS SECURE

GOOGLE CHASE

BofA

SAMSUNG

BLACKBERRY / BEFORE

NOKIA

INSECURE

In order for us to know where Blackberry stands as a brand, we have to put it comparison with other brands in the same field, these two charts show where Blackberry was and how far it could go from four different point of views.

MODERN

CLASSIC

WELLS FARGO

BLACKBERRY / AFTER APPLE FACEBOOK

ANALYTICS

QUICK BLACKBERRY / AFTER GOOGLE APPLE BofA

CHASE

FACEBOOK SAMSUNG

LG NOKIA

BLACKBERRY / BEFORE

SLOW

RELIABLE

UNRELIABLE

WELLS FARGO

BLACKBERRY GUIDELINES

IF WE DON’T TO SAFEGU PRIVACY, W ALL BECOM OF IDENTI

’T ACT NOW UARD OUR WE COULD ME VICTIMS TY THEFT. —Bill Nelson Member of the United States Senate

BLACKBERRY GUIDELINES

OUR NEW LOOK

We are focusing on privacy and keeping data secure, therefore, our logo represents an abstract lock that is combined with letter ‘B’ and we kept it all in italic to show the speed and how fast things can be with the new approach.

OUR NEW LOOK

BLACKBERRY GUIDELINES

LOGO

Primary Logo Our new logo represents the privacy and using the information confidential, as the letter ‘B’ is made from a shape of lock.

Mark

Signature

Logotype

LOGO

Alternative Logo Versions A side from the original logo we have a horizontal version that can be used for website, marketing materials where it has more rectangular space than a square space. We are also showing the minimum size of Blackberryâ&#x20AC;&#x2122;s logo that can not be smaller than the mentioned size below.

SECONDARY LOGO

MINIMUM LOGO WIDTH

1 inch

SOCIAL PROFILE

1.27 inch

WEBSITE FAVICON

BLACKBERRY GUIDELINES

LOGO ANATOMY

BLACKBERRY GUIDELINES

LOGO VARIATIONS

TWO COLOR

ONE COLOR

BLACK & WHITE

LOGO VARIATIONS

BLACKBERRY GUIDELINES

LOGOTYPE

ORIGINAL TYPEFACE The Blackberry logotype originally started with typeface DIN Bold Italic. However, several of the letters didnâ&#x20AC;&#x2122;t fit the new brand aesthetic.

LOGOTYPE

CUSTOM DESIGNED LOGOTYPE The Blackberry logotype has been redesigned to fit the new brand aesthetic. Several of the letters are cut and curved to show the idea of keeping information secure by reshaping ‘B’ letters to lock.

BLACKBERRY GUIDELINES

INCORRECT LOGO USAGE

01 Don’t stretch the logo disproportionately.

07 Don’t alter the usage of logo mark color.

02 Don’t alter the logo colors.

08 Don’t alter the coloring of logotype

03 Don’t rotate the logo.

09 Don’t rearrange the components of the logo.

04 Don’t alter the internal spacing of the logo.

10 Don’t alter the spacing of the logotype and mark.

05 Don’t add effects (glows, shadows, etc.) to the logo.

11 Don’t use stroke effect.

06 Don’t re-create the logo with a different typeface.

12 Don’t use bevel and emboss effects to the logo.

INCORRECT LOGO USAGE

BLACKBERRY GUIDELINES

COLOR PALETTE

The following are the color alternatives for the corporate identity mark. Any colors not specified below, should be considered prohibit. Color variations and dimensions should be considered at the same time, refer to previous section.

C 40 M 100 Y 10 K0 R164 G35 B131 HEX A42383

C 70 M 100 Y 10 K0 R113 G44 B134 HEX 702B85

COLOR PALETTE

C0 M0 Y0 K100 R113 G44 B134 HEX 702B85

C27 M13 Y26 K0 R188 G200 B188 HEX BBC8BB

C45 M30 Y28 K0 R141 G161 B169 HEX 93A1A9

BLACKBERRY GUIDELINES

TYPOGRAPHY

Aa Aa ABCDEFGHIJKL MNOPQRSTUVW XYZabcdefghijkl mnopqrstuvwxyz 0123456789#!?”’

ABCDEFGHIJKL MNOPQRSTUVW XYZabcdefghijkl mnopqrstuvwxyz 0123456789#!?”’

FL AMA As a part of our system, we chose Flama typeface with a wide range of weights to better communicate our brand. Flama is a simple geometric sans serif that mixes aspects of both, European and American sans serif traditions. It was initially designed for signage but soon become a hit among editorial designers. The first version dates from 2002 and had only 5 weights (and than 6) including italics. After being selected by the Typographica website in 2005). Flama was revised and expanded with four new weights.

Flama Thin, Ultralight, Semibold and Extrabold. Available in ten weights all with italics, ranging from Thin to Black. Three extra complementary widths complete the familiy: Semi-condensed, Condensed and Ultra-condensed. Flama is used in many publications worldwide, including The Sunday Times, Newsweek and Playboy among others. All Flama fonts have table and text figures with extended character set supporting most of latin based languages.

TYPOGRAPHY

Aa Aa ABCDEFGHIJKL MNOPQRSTUVW XYZabcdefghijkl mnopqrstuvwxyz 0123456789#!?”’

ABCDEFGHIJKL MNOPQRSTUVW XYZabcdefghijkl mnopqrstuvwxyz 0123456789#!?”’

BLACKBERRY GUIDELINES

I’VE ALWAYS RETAINED MY PRIVACY, BUT NOW I PROTECT IT EVEN MORE. —Daniel Craig

Actor

BLACKBERRY GUIDELINES

OUR FUTURE

BLACKBERRY WILL KEEP YOUR INFORMATION MORE SECURE THAN EVER.

BLACKBERRY GUIDELINES

BRAND EXTENSIONS Here we are showing the future of our brand and where it could expand, from these coming nine extensions you will get a sense of what Blackberry will look like in the future.

PRODUCTS 1. Berry Secure Cell Phone Is a unique mobile phone designed for a better privacy for Blackberry users. 2. BB Info Kits BB Info Kits is a brochure that comes with every purchase of Blackberry products, that has informative tips on how to keep information secure. 3. Berry Privacy Apps It collects all your personal and financial data and keeps them safe in one place. 4. B2B Mobiles This version of Blackberry is only made for business, that tracks all your business information for a better business management.

10. BB Government Data Is a specific center for governmental information to be safe in one place where politicians and people who have governmental data are all kept secure. 11. B-Secure Advices It provides daily and weekly tips and advices about being secure. 12. B+B Banking Services Banks and bankers can get benefits of B+B services where they keep all the data secure.

ENVIRONMENTS

5. eBerry Software Is specifically made for your computer that allows you sync the tracking information from your cell phone.

13. Berry Private Offices Blackberry provides offices for freelancers who donâ&#x20AC;&#x2122;t have offices and still want to keep their conversations in a private place, also for small startups who require a larger space for their meetings.

SERVICES

14. B-Confidential Discussions All confidential discussions can take place at conference rooms provided by Blackberry.

6. Berry Secure It provides security and privacy tips to customers. 7. B&B Support Providing follow-up to professionals who are interested in learning more about privacy. 8. Personal & Business B-Data B-Data is a one-stop service place that allows customers to test and check up all their personal and business data and see how protected they are. 9. Financial Data Because finances are more sensitive we have an entirely unique department for providing support in this field to our customers.

15. B-Private about Sharing Ideas When you have an idea and you want to share it with others but guaranty that nobody takes your idea.

BRAND EXTENSIONS

EXPERIENCES

EVENTS

16. B-Exchange Is the best way to engage with others and exchange ideas and experiences about keeping information secure and in one place.

26. Berry Meetups Local people can host meetups to meet with others and talk about their experiences in keeping information secure.

17. Share/Secure Sharing personal & business information in a secure way.

27. Business Meetings Blackberry has a special team that meets with companies who have sensitive information and do not want to get hacked.

18. B&B Finance It emphasizes on what to share in Finances. 19. BB Government Exchanging governmental information while keeping all the data private.

EDUCATION 20. B2B Tech B2B gives online and onsite lectures to people who want to learn about keeping their information secure. 21. B-Confidential Special courses about confidentiality. 22. eLearning Privacy It gives online courses to people find it more convenient to learn about privacy. 23. B 121 One to one teaching lectures about keeping information secure and private. 24. B-Private Educational Kits Informative educational prints that helps customers learn more about every step of how better keep their information secure. 25. B-Talks People give speeches about their positive and negative experiences that are related to data issues.

28. Berry Think-Tank Is an annual event that focuses on the latest technology from Blackberry about privacy. 29. BB Private Events Itâ&#x20AC;&#x2122;s the Berry for business events, big high-tech companies need private venues to host their events and BB can provide that environment. 30. B-IDEO To be innovative and bring ideas talk about, B-IDEO will be the place for those people to hangout and give their presentations.

BLACKBERRY GUIDELINES

BRAND EXTENSIONS

PRODUCTS

EXPERIENCES

1. Berry Secure Cell Phone

16. B-Exchange

2. BB Info Kits

17. Share/Secure

3. Berry Privacy Apps

18. B&B Finance

4. B2B Mobiles

19. BB Government

5. eBerry Software

SERVICES

EDUCATION

6. Berry Secure

20. B2B Tech

7. B&B Support

21. B-Confident

8. Personal & Business B-Data

22. eLearning Pivacy

9. Financial Data

23. B 121

10. BB Government Data

24. B-Private Educational Kits

11. B-Secure Advices

25. B-Talks

12. B+B Banking Services

ENVIRONMENTS

EVENTS

13. Berry Private Offices

26. Berry Meetups

14. B-Confidential Discussions

27. Business Meetings

15. B-Private about Sharing Ideas

28. Secure Think-Tank 29. BB Private Events 30. B-IDEO

BRAND EXTENSIONS

PRIVATE

12 KNOWLEDGE

23 15

INSECURE

DATA 18

2 9

1 4

21 8

28 24

INFORMATION 29 20

SECURE 17

11 27 14

24 10

26 19 13

PUBLIC

BLACKBERRY GUIDELINES

BB PRIVATE EVENTS

Blackberry has launched a several compounds in different cities nation-wide. Itâ&#x20AC;&#x2122;s designed for the Berry business events, big high-tech companies need private venues to host their events and BB can provide them that environment.

BLACKBERRY GUIDELINES

KEEPING INFORMATION SECURE

BB PRIVATE EVENTS

A part of Blackberryâ&#x20AC;şs promise is to provide private events venues to customers who want to learn more about keeping information secure. Lectures and information are all coming from private conference rooms such as the above example. Not only BB Private Events provide venues but it also talks about the latest technology in Blackberry world, and also they allow input from attendees for an open Q&A time at the end of any event.

With Blackberry it will be the easiest way not to worry about your data in personal and professional level, because Blackberry is taking care of that instead of you, but we still want you to be aware of mistakes that could happen in your way, and therefore, we have such events to raise awareness.

BLACKBERRY GUIDELINES

BB PRIVATE EVENT Blackberry has created spaces for private events to share ideas and information on how to keep your data secure and where to share them when needed. These events are open for anyone who has Blackberry prodcuts.

BB PRIVATE EVENTS

BLACKBERRY GUIDELINES

Blackberry provides offices for freelancers who donâ&#x20AC;&#x2122;t have offices and still want to keep their conversations in a private place, also for small startups who require a larger space for their meetings.

BERRT PRIVATE OFFICES

BERRY PRIVATE OFFICES

BLACKBERRY GUIDELINES

BERRY SECURE CELL PHONE Blackberry has the most advanced cell phone that is unique in design and has the latest technology to keep your information secure. It comes with extra filters to protect your data, even when you share them online.

BERRY SECURE CELL PHONE

BLACKBERRY GUIDELINES

BERRY SECURE CELL PHONE

SIMPLE, YET SECURE. YOU GET IT WITH BERRY PRIVACY CELL PHONE.

BLACKBERRY GUIDELINES

BERRY SECURE CELL PHONE

ADDING MORE FILTERS TO CONNECTIVITY TO GIVE YOU MORE PRIVACY

BLACKBERRY GUIDELINES

OVERVIEW

BLACKBERRY GUIDELINES

BLACKBERRY WILL KEEP YOUR INFORMATION MORE SECURE THAN EVER. With the most advanced technology we will make sure that your information will be secured and you decide what to share and make it public. Itâ&#x20AC;&#x2122;s all in your control and your responsibility to share your private information, however, Blackberry will always on every step remind you and send you warnings not to share personal information in public.

BLACKBERRY GUIDELINES

BERRY PRIVACY APPS

BERRY PRIVACY APPS With Berry privacy applications you can be confident by using your personal information, because it has extra filters that doesnâ&#x20AC;&#x2122;t allow sharing your information to protect you from identity theft.

BLACKBERRY GUIDELINES

I ENJOY PRIVACY. I THINK IT’S NICE TO HAVE A LITTLE MYSTERY. I THINK BECAUSE OF TECHNOLOGY A LOT OF THE MYSTERY IS GONE IN LIFE, AND I’D LIKE TO PRESERVE SOME OF THAT. —Maggie Q

Actress

BLACKBERRY BRANDING GUIDE Design & Writing

Maher Sinjary

Designed for

Nature of Identity

Instructor

Hunter Wimmer

Print & Binding

Maher Sinjary