Blackberry Brand Development Book

Page 1

KEYWORD 3: STREAMLINE

SARA TABRIZI GR 604 - NATURE OF IDENTITY Assignment 8.1

BRAND STORY BOOK


BLACKBERRY HISTORY

RIM launches re-branded Blackberry

Over 1 million Blackberry users

email service across North America.

in North America.

2001

1985

2004

1999

Mike Lazaridis founded Research in Motion in Ontario. (RIM)

2007

RIM introduces Blackberry 850 wireless hand-held with Keyboard.

Apple introduces Iphone and Blackberry introduces competitor.


Announced they want to sell with their financial situation and all the

RIM launches Blackberry Torch touchscreen phone with slide-out keyboard

Blackberry works for many companies

industry competitors.

2014

2011

2010

to provide secure softwares.

2013

Millions of BlackBerry users on five continents are left without email, Internet and messaging by a massive failure of RIM’s infrastructure.

2014-2018

Revenues decline over 40%.


BLACKBERRY MISSION AND SOUL

Blackberry is about providing all encompassing services and connectivity on the go. We strive to provide the ultimate system of communications and connectivity with emphasis on security, efficiency, and comfort. Blackberry organizes all facets of everyday life from consumer to corporate, from board room to international destinations, while safeguarding customer data.

Repositioning Statement Blackberry originally gained fame from top security system and creating the first phone with capabilities to email on the go, taking productivity anywhere. We have decided to expand on our core values of bringing productivity, connection, and security wherever you go by taking basic technologies and transforming them to create the next level experience for working professionals. Blackberry devices will include an artificial intelligence personable assistant platform that takes away app overload, thus creating an all in one personalized assistant available across all devices. In addition, Blackberry will be branching out into transportation services creating a faster, more productive way to travel via sharejets, hyperloops, autonomous vehicles, and more. Blackberry devices will now be able to automatically plan your travel itineraries from transportation to accommodations and get you to where you need to go securely and productively, making it easier to connect with the world.


COMPETITORS

Current

Auxillary

Future


OLD BRAND


NEW BRAND


BLACKBERRY KEYWORDS

Initial Keywords:

Final Keywords:

SECURE

GEOMETRIC

CONNECT

STREAMLINED

GEOMETRIC

CONTRAST

STREAMLINED CONTRAST


KEYWORD 1: GEOMETRIC


KEYWORD 2: CONTRAST


KEYWORD 3: STREAMLINE


PERSONA 1

Adnan Mirsa - Silicon Valley VC “I’m looking for something that makes my trips abroad more seamless.” 48 Palo Alto, CA VC General Partner 500k+

Summary

Tech

Adnan is a workaholic Venture Capitalist. He has many business meetings all over the world which require very detailed organized planning. For Adnan time is money, so he likes being productive through all his commutes.

Internet

Complaints

Looking For

Unorganized travel accomodations for business trips that aren’t flexible. Commute/Traffic to SF

Early Adopter Email Calendar

Digital assistant that can plan trips thoroughly and privately. Faster way to get to SF for weekly meetings.


PERSONA 2

Jessica Melton - Fashion Designer “It’s hard to organize both your work schedule and your home schedules.” 32 New York, NY Senior Fashion Designer 92k

Summary

Jessica is a fashion designer working at a very fast paced corporate brand. She is also a working mom. Jessica struggles to organize her work life from her home life, and often feels like theres just too much for her to keep track of.

Complaints

Scattered itinerary in different apps. Very busy and lacks time to organize Has trouble seperating work itinerary and personal itinerary with current apps.

Tech Internet Early Adopter Email Calendar

Looking For All in one system that can manage calendar, reminders, itineraries. Personalized “smart“ digital assistant to organize and seperate do’s home and work.


PERSONA 3

Alex Nguyen - Student/Intern “Your location shouldn’t hold you back in your career”

20 Connecticut Student/Intern N/A

Summary

Tech

Alex is a student from Connecticut, that is looking into internships, however he realized most career opportunities are in New York. He doesn’t want to have to move to take an internship in the city, but doesnt like the commuting options available.

Internet

Complaints

Looking For

Being 2.5 hours from opportunities by train. Many connections, too long of commute.

Early Adopter Email Calendar

Fast way to get to internship without having to move. Clean transportation that he can be productive during.


PERSONA 4

Eric Rassmusen - Entrepreneur “I would like something that can help me reorganize plans with my constantly changing schedule.” 28 San Francisco, CA Founder of Fintech startup 80k (not including equity)

Summary

Tech

Erik founded a start up in SF. Since his business is just taking off and getting more investments, his schedule is extremely hectic and always changing. Since Erik doesnt have a secretary he has organize all his plans and trips abroad.

Internet

Complaints

Looking For

Hard to make instant schedule changes through different apps. Doesn’t have time to research for last minute trip planning.

Early Adopter Email Calendar

Flexible personalized assitant that can reschedule all affected plans. Easy last minute trip planning/booking.


PERSONA 5

Larry Donald - Retired “I’m too old to learn a thousand apps, I wish I could put my energy into knowing how to use just one that can do everything.” 67 Charleston, SC Retired Realtor Retirement/Savings

Summary

Tech

Blackberry is about providing safety, freedom, and comfort for your everyday life. Blackberry is about providing safety, freedom, and comfort for your everyday life.. Blackberry is about providing safety, freedom.

Internet

Complaints

Looking For

Too many apps to learn to use. Not very tech savy.

Early Adopter Email Calendar

A straight forward system that can help me achieve simple tasks like ordering online, simple vacation planning, etc.


PERSONA 6

Dr. Lewis - Neurosurgeon “I need help planning travel in those emergency cases where I have to get to a case fast.� 50 Seattle, Washington Neurosurgeon 180k

Summary

Tech

Dr. Lewis is a specialist in spine surgery, and named one of the best nationally. This means she gets cases from all over America, which requires her to travel often on very short notice.

Internet Early Adopter Email Calendar

Complaints Hard to make travel arrangements within the hour, lots of things to figure out, when she is already stressed.

Looking For No hassle emergency transportation, with all facets automatically planned.


SEMIOTIC EXPLORATION


EMBLEMS AND PICTORAL MARKS

1

4

3

2

5

6


SYMBOLIC, ABSTRACT, AND COMBINATION

7

8

11

14

18

10

21

12

13

17

9

15

19

16

20


TYPOGRAPHIC

22

23

24

25

26

27

28

29

30

31

32

33

34

37

35

36


KEYWORDS, PULLS, AND CHARACTERS

38

39

41

43

42

44

47

40

45

48

46

49

50


KEYWORD 3: STREAMLINE


OPTION 1


REFINEMENTS

BLACK B E R R Y

BLACK B E R RY


OPTION 2


REFINEMENTS

BLACK B E R R Y

B L A C K B E R R Y

BLACK B E R R Y

BLACK B E R R Y


OPTION 3


REFINEMENTS

B L A C K B E R R Y

BLACK B E R R Y

B L A C K B E R R Y

B L A C K B E R R Y

BLACK B E R R Y

BLACK B E R R Y

B L A C K B E R R Y

BLACK B E R R Y


TOP CHOICE

BLACK B E R RY


FINAL REFINEMENT


PRIMARY LOGO APPLICATION

USE OF SIZE

Minumum size should not be smaller than 1.5” width.


CLEAR SPACE

Clear space is defined by the use of the “X” from wordmark.

1.25”

1.3” 0.9”

.26”

3”


SECONDARY LOGO APPLICATION

Vertical

Solo Emblem

Horizontal


AUTHORIZED SECONDARY COLOR


INCORRECT LOGO USAGE Unauthorized uses for the logo:

1. Do Not use colored background 2. Do Not use unauthorized colors. 3. Do Not use two toned emblems. 4. Do Not place wordmark out of orginal placement. 5. Do Not change proportions of wordmark. 6. Do Not place wordmark above emblem. 7. Do Not use lowercase for wordmark. 8. Do Not use unathorized typeface for wordmark.


EXAMPLES

1.

2.

4.

6.

3.

5.

7.

BLACKBERRY

8.

BLACK BERRY


COLOR GUIDELINES

Featuring a tight color palette, dominated by the high contrast of black and white to make our logo legible providing maximum accessibility while maintaining a streamlined aesthetic.

TRUE BLACK PMS: BLACK 6C RGB: 0, 0, 0 CMYK: 60, 40, 40, 100 HEX: #000000

WHITE PMS: WHITE RGB: 255, 255, 255 CMYK: 0, 0, 0, 0 HEX: #FFFFFF


TYPOGRAPHY

Bb Logo Typeface:

ABCDEFGHIJK LMNOPQRSTU VWXYZ abcdefghijklm nopqrstuvwxyz 0123456789 GILL SANS BOLD

Body Typeface:

Aa

Aa

ABCDEFGHIJK LMNOPQRSTU VWXYZ

ABCDEFGHIJK LMNOPQRSTU VWXYZ

abcdefghijklm nopqrstuvwxyz

abcdefghijklm nopqrstuvwxyz

0123456789

0123456789

AVENIR BOOK

AVENIR HEAVY


BUSINESS SYSTEM



BLACKBERRY SMARTPHONE

12:15

Blackberry Device/ App Icon

Turbo

Adobe

Settings

Blackberry

Calculator

Passwords

Camera

Scanner

Phone

Phone


Hello, Tom try “What am I doing this weekend?“

see more

Blackberry Smart Phone Rendering (Embossed Logo)


BUSINESS SIGNAGE

Building Signage


Signage Headquarters/Office


EXTENSION IDEAS

An online meeting space similarly to “ZOOM“ where people can join a meeting anytime anywhere in the world. Several custom options are available and it will be compatible with both phones and computers with capabilities to automatically transcribe the meeting to notes.

Blackberry has created a smart watch to keep you updated with meeting/travel reminders on the go. The smart watch syncs with all Blackberry devices creating seamless workflow and organization.

New voice control smart speaker will keep you on time and organized in your home with capabilities to read itineraries from your phone or computer.


Artificial intelligence personable assistant platform app that removes app overload allowing you to plan and organize everything in one single app. Blackberry devices will now be able to automatically plan your travel itineraries from transportation to accomodations and get you to where you need to go securely and productively, making it easier to connect with the world.

Blackberry transportation services create a faster, more productive way to travel via sharejets, hyperloops, autonomous vehicles, and more. With custom routes, bookings, and last minute changes automatically organized according to itineraries.

Bluetooth headphones in different styles are a simple tech extension of Blackberry, but a product that pairs perfectly with smart


BLACKBERRY APP

Capabilities: •

conversational interface

handles complex queries

can accomodate external plug-ins

plan travel intineraries

automatic bookings for travel/transportation

immediate auto adjustments for last minute changes

includes calendar, notes, wallet, and more to eliminate app overload.

Compatibilities: •

Blackberry smartphones

Blackberry watches

Blackberry voice control assistant


App Loading Screen


VOICE CONTROL SPEAKER

Capabilities: •

conversational interface

handles complex queries

can accomodate external plug-ins

connects to smart home

alarm reminders

connects to smartphone intineraries

music, podcasts, weather, and more

Compatibilities: •

Blackberry smartphones

Blackberry watches

Blackberry app


Voice Control Home Assistant


TRANSPORTATION

Capabilities: •

autonomous vehicles

ride sharing

sharejets

hyperloops

connects to smartphone intineraries

auto bookings for transportation.

Compatibilities: •

Blackberry smartphones

Blackberry watches

Blackberry app


mem HYPERLOOP

MEMBER ID: 1872547

Autonomous Vehicles/ Hyperloop


RIDESHARE

mem

Your Ride is on its way!

Driver Has Arrived


PREMIUM AUTONOMOUS VEHICLES



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