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PALM VISUAL STRATEGY GUIDE
PALM, INC.
THE VISUAL STRATEGY GUIDE
THE BEGINNING Every project needs a story. A story to define, guide and help explore where it begins and where it ends. Every brand is a story. The history, how it evolved and where it can go. The colors, the images, the typeface, layout, hierarchy, are all a part of the whole. Palm has started and ended rather quickly, however, it is now back to define the future, guide the users and help them explore a whole new world where Palm is a constant and significant part of it.
PALM, INC.
THE VISUAL STRATEGY GUIDE
TABLE OF CONTENTS
BRAND OVERVIEW
01
Who are we?
08
A Little Bit of History
10
Looking Ahead
12
Our Mission
14
AUDIENCE + VISUALS
02
Audience Profile
18
Visual Direction
26
COMPETITORS
03
Current Competitors
32
Adjacent Competitors
34
Future Competitors
36
PALM, INC.
THE VISUAL STRATEGY GUIDE
01 BRAND OVERVIEW Who are we? History Overview Re-Branding Objectives Our Mission
BRAND HISTORY | 7
PALM, INC.
THE VISUAL STRATEGY GUIDE
WHO ARE WE? Palm, inc. is an American company, founded in 1992 by Jeff Hawkins, who later hired Donna Dubinsky and Ed Colligan, all of whom guided Palm to the invention of the Palm Pilot. They produced both a portable wireless device and an operating system for portable hardware devices and desktops. Palm launched its Palm Pilot hardware device in 1996 as a personal organizer. In 1999, it released its Palm V. The Palm Treo smartphone was developed by Handspring which Palm acquired. The PDA (Personal Digital Assistant) was used mainly by business men/women, some were aimed at the medical profession’s, such as PDAs loaded with drug databases, treatment information, and medical information. It was also allowed in many classrooms for digital note-taking. Students could spell-check, modify, and amend their class notes on a PDA. Another use of PDA was by music enthusiasts to play a variety of music file formats. Many PDAs include the functionality of an MP3 player. Road rally enthusiasts can use PDAs to calculate distance, speed, and time. This information may be used for navigation, or the PDA’s GPS functions can be used for navigation. Underwater divers can use PDAs to plan breathing gas mixtures and decompression schedules using software such as “V-Planner”. Palm, one of the earliest makers of smartphones, was unable to follow up its success in the personal organizer business. Analysts pointed to the fact that the company was slow to realize that consumers wanted wireless voice and data from the same device. With Palm back in the market, it will present itself as a technological company providing an instant, fast and easy access to the business information world. A world which will revolutionize the way people experience business.
WHO ARE WE? | 9
Jeff Hawkins Ed Colligan Donna Dubinsky
PALM, INC.
THE VISUAL STRATEGY GUIDE
A LITTLE BIT OF HISTORY
1992
1995
1997
1998
Foundation of Palm Computing Inc. by Jeff Hawkins
The company was acquired by U.S. Robotics Corp
U.S. Robotics was acquired by 3Com
The founders are unhappy with the direction 3Com was taking the company. The leave to find Handspring.
2006
2007
2008
Palm released the Palm Treo 700w, the first Windows Mobile-powered Treo, in a partnership with Verizon Wireless and Microsoft
Palm formed a strategic relationship with the private-equity firm Elevation Partners, investment that came after months of rumors about a possible Palm sale
Palm CEO Ed Colligan announced that the company would no longer develop any new hand-held PDAs
A LITTLE BIT OF HISTORY | 11
2000
2002
2003
2005
Palm is traded on the NASDAQ under the ticker symbol PALM.
Palm set up a wholly owned subsidiary to develop and license Palm OS, which was named Palm Source.
Company merges with Handspring and renames to palmOne, Inc.
PalmOne purchased PalmSource’s share. PalmOne launched its new name and brand, reverting to Palm, Inc. ACCESS, which specializes in mobile and embedded web browser technologies, acquired PalmSource.
2009
2010
2011
2016
Palm announced the webOS operating system and Palm Pre smartphone and released with Sprint. Which sends Palm’s stock up high. While reviews were positive, launching with only one U.S. carrier proved to be a crucial mistake that limited sales.
Share price of Palm dropped to below US$4. Hewlett-Packard announced it would purchase Palm
HP announced that it would discontinue production of all webOS devices, including smartphones and tablets
Palm, Inc. is coming back!
PALM, INC.
THE VISUAL STRATEGY GUIDE
LOOKING AHEAD | 13
LOOKING AHEAD Palm will forever be remembered as one of the earliest creators of smartphones. They were pioneers in the field and have succeeded where other companies have not managed to. Although back in the 90’s the company was slow to realize that consumers wanted wireless voice and data from the same device, that is not the case any longer. It is Palm time to come back into life and rethink its initial soul, to expand the opportunities to connect the business world once again and give people the chance to have an easy, fast and instant access to information in the business world, where ever they go to. Palm will be once again a pioneer in the field using the most advanced, intelligent and secure technology.
PALM, INC.
THE VISUAL STRATEGY GUIDE
OUR MISSION | 15
OUR MISSION
Palm gives you the opportunity to access instantly information and have efficient business connections. The company guarantees an intelligent, fast and secure access to your needs.
PALM, INC.
THE VISUAL STRATEGY GUIDE
02 AUDIENCE + VISUALS Audience Profile Visual Direction
PALM, INC.
THE VISUAL STRATEGY GUIDE
AUDIENCE PROFILE Technology is progressing at a fast speed, calling everyone to join the ride and be a part of the future. Palm is developing the new innovative future and inviting business people from all over the world to join it. Businessmen and entrepreneurs will exceptionally be interested in Palm items. All Palm gadgets (phones, computers, tablet and so forth) have a business quality that is exceptionally valuable. These gadgets are utilized to complete work productively and to speak with customers effectively. Likewise, sending reports is simple and sorted out. The minimalism of the product is very much interesting and demanding. All and all, Palm is here to give you the present and future in every way you may need it. The consumer was always a top priority for the company alongside the best experience they can possibly give, whether it is using a computer, mobile device, gaming, music, business, medical development, social and private life, shopping, traveling, health and sports.
BUSINESS
EDUCATION
HEALTH & WELLNESS
TRAVEL
AUDIENCE PROFILE | 19
PALM, INC.
THE VISUAL STRATEGY GUIDE
THE STUDENT
Robbie Owens | 23 | College Student | Palo Alto
Robbie is interested in technology and always looking for
He understands the value of advanced products and will-
new gadgets and new inventions
ing to pay extra for a full experience
He enjoys staying in his apartment and get everything
He enjoys programming and learning as much as he can
delivered to his place, sometimes feels like he lost connec-
about it
tion with the real world Works at a cafe in the financial district and enjoys creating fruitful relationships with customers He is always looking for new events in the city for design and tech, to see what is new in the world and he can be a part of it
He tries to be more athletic and appreciate light and easy to use devices that track his heartbeat and progress
AUDIENCE PROFILE | 21
THE DESIGNER
Jade Pearson | 27 | Artist | New York
Jade have managed to get clients all over the world and
Listens to music while designing, at all times, in order to
find it hard to have instant connection with them at times
give a feeling of freedom and creativity
and could use a gadget that will help her do just that She works outside a lot and sometimes notices things she may need at that specific moment, to have the option to record immediately the products she may need She could use an easier access to her files in order to send them faster to different clients in different places She spends a lot of time in front of the computer, consulting with other designers, she prefers a direct online chat
Takes some classes online and needs an easy access to all materials She meets a lot of people along her way and could use a faster system to save all of their info
PALM, INC.
THE DOC
THE VISUAL STRATEGY GUIDE
David Rosenstein | 46 | ER Doctor | Boston
David is married to Jane, a medical researcher, they have
Keeps a healthy lifestyle and enjoys a workout usually in
2 children together and a dog. He is extremely family ori-
the mornings before starting work
ented and due to his busy lifestyle, he does not spend as much time with them as he wishes, therefore, constantly looking for better options to stay in touch with them He works long hours at the hospital, doesn’t see his kids as often as he would like, they send a lot of pictures to one another and have a lot of face time He runs around the hospital quite a lot, including often visits to the lab, for faster access to results and consultations, and could use a more instant access to information
Works with his wife at the hospital on different medical breakthrough and artificial intelligence research Keeps in touch on a regular basis with other doctors for possible consultations As a part of his busy schedule, he teaches some classes online for different schools
AUDIENCE PROFILE | 23
THE OWNER
Jennifer Emerson | 26 | Entrepreneur | Miami
Among of her other businesses, Jennifer is the owner of
Her traveling takes a lot of her time, forcing her to take
a cafe shop, where she has holds most of her business
care of her business from the far and always needs an
meetings and gets to meet new people and needs a fast
instant connection to her files and information
and easy way to register them all
Her different projects forces her to shop a lot online, while
She works on different projects and maintains a very busy
she could always use that instant connection to every-
lifestyle, she wishes she had an assistant
thing in every moment
She is extremely multi-tasking and usually does many
Being an entrepreneur creates the need to have a strong
things at once, trying to remember it all
network around, the need to constantly meet new people
She travels a lot looking for new opportunities and wishes she had a constant access to all of her information
and extend connections and create new businesses
PALM, INC.
THE VISUAL STRATEGY GUIDE
THE RESEARCHER
Jordan Smith | 38 | Artificial Intelligence researcher | Chicago
Jordan has always been the best in programming and
He feels like a scientist like his dad and got into AI devel-
technology and always looks for better opportunities to
opment and research after his father
broad his enthusiasm
He had so many ideas he would like to share with the
He loves what he does and always looking for new projects
right company, a place where he can be himself to do
to get into
whatever he wants
Jordan’s parents are very much into technological devices,
He loves connecting with people from different places over
and he shares the same passion
programming and development and keeps in touch with
He constantly meet new people in his field and they end up working together, developing new ideas
people from all the world
AUDIENCE PROFILE | 25
MAN OF BUSINESS
Robert Mann | 52 | Financial consultant | Washington D.C.
Robert is married to Jen, a college professor, they have
Robert is invited to a lot of meetings and meets a lot
3 kids, all at the college where their mom teaches and
of people, having sometimes a hard time remembering
wishes to be in better touch with them Robert has heart problem and needs a special watch to monitor his heartbeats and blood pleasure Roberts also needs to stay in constant touch with his doctor for new development in the field Robert commutes for an hour and a half every day to work and needs easy access to his work documents in order to loose the momentum of the business. He needs instant access to all of his information at all times
them all, wishing he could take his assistant with him everywhere Robert loves taking his wife to different concerts, sports games and event, usually in the first few rows, and wish to have an instant access to tickets and different options He appreciate a good work out in his limits and constantly look for easier, advanced gadgets
PALM, INC.
THE VISUAL STRATEGY GUIDE
VISUAL DIRECTION | 27
VISUAL DIRECTION Instant Efficient Business Information
PALM, INC.
THE VISUAL STRATEGY GUIDE
HOW PALM USED TO BE
VISUAL DIRECTION | 29
WHERE PALM IS GOING
PALM, INC.
THE VISUAL STRATEGY GUIDE
03 COMPETITORS Current Competitors Adjacent Competitors Future Competitors
BRAND HISTORY | 31
PALM, INC.
THE VISUAL STRATEGY GUIDE
CURRENT COMPETITORS Palm is re-entering a market where some of the competitors have established their strength and stamina and are undeniably powerful in their field. However, Palm will present once again why they are pioneers in the field and create a new world for businesses, information and building the right connections to help the users gain the power they need in one touch.
Known for delivering and answering every need of eople
Motorola have created the first cell phone back in 1983,
who want to stay connected online, to friends, games,
only 1% of the population could actually afford it.
music and more. Started with the Macintosh at 1976.
Created a line of smartphones and services designed and
Nokia have created the Communicator in 1996, featur-
marketed by BlackBerry Limited. The very first RIM
ing a keyboard, changing the use of phones into writing
device was the Inter@ctive Pager 900, a clamshell-type
as well.
device that allowed two-way paging, announced on September 18, 1996
IBM has continually shifted its business mix by exiting
A Rolodex is a rotating file device used to store business
commoditizing markets and focusing on higher-value,
contact information.
more profitable markets. This includes spinning off printer manufacturer Lexmark in 1991 and selling off its personal computer (ThinkPad)
CURRENT COMPETITORS | 33
The company produces a range of well-known personal
Lotus Development Corporation was a software company
organizer wallets.
most commonly known for the Lotus 1-2-3 spreadsheet application, the first feature-heavy, user-friendly, reliable and WYSIWYG-enabled product .
Applications, servers, and services developed by Micro-
Line of professional and personal organizers, PDA hold-
soft. Announced back in the late 80’s.
ers, journals, and accessories.
PALM, INC.
THE VISUAL STRATEGY GUIDE
ADJACENT COMPETITORS Technology today has so many options to offer to the business world. All technological solutions were created to provide an easier access to information, however, in order to access it all, the user must do several actions to get the information, instead of having it all in the palm of their hands. Not all companies provide a direct solution, which may make it a bit more difficult for the user.
An electronic company that provides business solutions
A multinational telecommunications conglomerate.
such as computers, hardware, middle ware and software,
AT&T is the second largest provider of mobile telephone
and offers hosting and consulting services.
services and the largest provider of fixed telephone services.
An American pulp and paper company, one of the world’s
Ameritech Corporation was a U.S. telecommunications
leading manufacturers and distributors of tissue, pulp,
company that arose out of the 1984 AT&T divestiture.
paper, packaging, and other products.
A c or poration pr ov id i ng c omput er-assist ed lega l
The first major commercial online service, was known
research as well as business research and risk manage-
for its online chat system, message forums covering a
ment services
variety of topics, extensive software libraries for most computer platforms
ADJACENT COMPETITORS | 35
A focus for technology and software development. Novell
The pager was a wireless telecommunications device
technology contributed to the emergence of local area
that receives and displays numeric messages and/or
networks, which displaced the dominant mainframe
receives and announces voice messages.
computing model and changed computing worldwide.
Thomas Guide is the title of a series of paperback, spi-
The Bloomberg Terminal was a computer system that
ral-bound atlases featuring detailed street maps of var-
enables professionals in finance and other industries
ious large metropolitan areas in the United States,
which users can monitor and analyze real-time financial market data and place trades on the electronic trading platform.
PALM, INC.
THE VISUAL STRATEGY GUIDE
ASPIRATIONAL COMPETITORS Palm have started as a pioneer in the field of digital personal assistance, and although it did not make it 15 years ago, with the right futuristic technology, it can be a part of these next big companies that do their best to change the face of technology as we know it.
SIRI is here to give the digital personal assistant expe-
Dropbox is a file hosting service, offers cloud storage,
rience to everyone who own apple device.
file synchronization, personal cloud, and client software.
The company recently branched into the enterprise mar-
A leading data analytics provider serving customers in
ket by launching a business-focused version of WeChat
insurance, natural resources, and financial services.
that facilitates communication (messages, phone calls, e-mails) between colleag ues, as well as employee expense reports and other record-keeping.
Microsoft corp is wagering on a future heavy chat bots,
SBA Communications Corp. owns and operates wireless
which will understand natural languages and should
communications tower structures, rooftops and other
dramatically increase the utility and functionality of
structures that support antennas used for wireless com-
mobile devices.
munications.
ASPIRATIONAL COMPETITORS | 37
For building and investing in robots and in the future
Facebook aims to build the “best AI lab in the world”.
in a way that will change the way we are living.
Facebook has an AI powered personal assistance and facial recognition features that can sort, recognize and tag entire group of friends.
The company engages in the provision of internet search
Amazon’s echo home speaker comes equipped with Alexa,
solutions and online marketing solutions. The company
an AI powered virtual assistant that can recognize and
also operates an e-commerce platform with an online
answer questions, read news, audio books, play music
payment tool, develops and markets web application
and much more.
software, and provides human resource related services.
PALM, INC.
THE VISUAL STRATEGY GUIDE
“YOUR BRAIN IS THE PRIMARY FUNCTION OF THE NEO-CORTEX, AND THE FOUNDATION OF INTELLIGENCE.”
–Jeff Hawkins, Palm, Inc. Founder
PALM, INC.
THE VISUAL STRATEGY GUIDE
RESOURCES Brand History www.contactnumber7.com/palmpilot-contact-number-172919 www.en.wikipedia.org/wiki/Palm,_Inc. www.content.time.com/time/specials/packages/article/0,28804,1898610_1898625_1898634,00.html Audience Images The Student www.unsplash.com/@ugmonk?photo=9SyOKYrq-rE The designer www.unsplash.com/photos/zuQDqLFavI4 The Doc www.hd.unsplash.com/photo-1427751840561-9852520f8ce8 the owner www.hd.unsplash.com/photo-1456689614583-300abc95e75e Man of Business www.hd.unsplash.com/photo-1462826686208-b3cea385c35e The researcher www.hd.unsplash.com/photo-1469032923574-4f1413034019 Before Images Rolodex www.gubibaby.wordpress.com/2009/08/11/dymo/#jp-carousel-2288 Architecture www.unsplash.com/@sergio_rola?photo=rpnL45a3-m8
Pattern www.hd.unsplash.com/photo-1459893768016-e605c5925b0c Business man www.hd.unsplash.com/photo-1467664631004-58beab1ece0d Old cat - https://www.pinterest.com/ pin/359654720215749975/ Golf www.hd.unsplash.com/photo-1470883086119-f9dda6fdb990 Office www.hd.unsplash.com/photo-1431540015161-0bf868a2d407 Food www.hd.unsplash.com/photo-1438001505409-975773075220 After Images Car www.pinterest.com/pin/787c6cd7f8d30a87487327b83c2674bd/ Architecture www.pinterest.com/pin/468796642441149093/ Texutre www.hd.unsplash.com/photo-1470485661945-c52d58c91f51 Business man www.pinterest.com/pin/375980268867283369/ Cat www.hd.unsplash.com/photo-1448222993383-a2fff2914d27
RESOURCES | 41
Ski www.hd.unsplash.com/photo-1418662589339-364ad47f98a2 Chair www.pinterest.com/pin/198510296049633515/ Food www.pinterest.com/pin/10344274115531907/ Competitors Wikipedia www.verizon.com/home/verizonglobalhome/ghp_landing. aspx www.forbes.com/innovative-companies/list/#tab:rank www.businessinsider.com/5-companies-that-transformed-enterprise-communication-in-2013-2013-12 www.technologizer.com/2011/03/20/att-buys-t-mobile/ www.hoovers.com/company-information/cs/company-profile. bloomberg_lp.cac75f34add153fa.html
PALM, INC.
THE VISUAL STRATEGY GUIDE
All content for Palm Visual Strategy Guide was collected, conceived, written and designed by Ravit Ben Zion. www. ravitbenzion.com www.behance.net/ravitbz ravitbz25@gmail.com Design Consultation Hunter Wimmer, GR 604 Nature of Identity Academy of Art University Copyright
C
2016 Ravit Ben Zion
This book is a non-commercial work produced as a student project for educational purposes, and as such is considered a derivative work under the Fair Use of U.S. Copyright law.