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