blackberry brand guidelines v1[1]2009

The BlackBerry Brand GuidelinesVersion 1.0 | December 2009

2

Contents

Section 1The BlackBerry Brand Platform

Section 2Visual Elements: All the tools you need

Section 3

The Look of Love: The core assets of the Love Campaign

Section 4Legal and Toolkit

FYI and FYS (For Your Sanity) these Brand Guidelines are divided into four parts.

BlackBerry Brand PlatformSection 1

4

Let’s start at the beginning. What does BlackBerry stand for?

BlackBerry inspires and enables people to pursue what they love.

And this promise comes to life in our manifesto…

The BlackBerry Manifesto

Don’t just like.

LIKE is watered-down love.

Like is mediocre.

Like is the wishy-washy emotion of the content.

Athletes don’t do it for the like of a sport.

Artists don’t suffer for the like of art.

There is no I like N.Y. T-shirt.

And Romeo didn’t just like Juliet.

LOVE. Now that’s powerful stuff.

Love changes things.

Upsets things.

Conquers things.

Love is at the root of everything good that

has ever happened and will ever happen.

LOVE what you do.

It’s this spirit that we must capture in our work.

Everything we create should embody the feeling of “Love what you do.”

These guidelines are meant to inspire creative excellence in you.

We hope you love the challenge — you’re about to build something really great.

5

Technology can be pretty confusing.

And when it comes to lifestyle advertising,

sometimes things can get cheesy.

BlackBerry keeps it real. Make sure your message

is relevant and authentic. If you must use “love”

in body copy, make sure you mean it.

BlackBerry is...

Above all, it should motivate people to do something amazing.

Tone of Voice

The BlackBerry voice is optimistic, inspirational,

passionate, intuitive, conversational, and approachable.

It’s down-to-earth, never arrogant.

It’s simple to understand but still respected by the

technologically-savvy. Sentences should be clear and

to the point, and cheeky humor keeps it conversational.

Refer to the original print ads posted on go/love to get a feel for it.

Optimistic

Inspirational

Passionate

Intuitive

Conversational

Approachable

Visual ElementsSection 2

7

Think of the BlackBerry emblem and wordmark as best friends.

Sure, they’re individuals too, but as a logo, they make a great team.

You wouldn’t want to mess with a great team, right?

Then don’t mess with the logo.

The BlackBerry logo needs its personal space.

It needs to breathe — so don’t crowd it with copy and other content.

Think of the logo as living in its own personal bubble.

Do not invade its personal space and everything will be okay.

Visual Elements: The BlackBerry Logo

The BlackBerry Logo

Emblem + Wordmark = BFFs.

8Download the BlackBerry logo at go/brand.


BlackBerry Logo

Minimum Size Requirements

Clear Space Requirements

1”

Emblem Wordmark

9

Do


BlackBerry Logo

Include the BlackBerry logo in all your materials.

Only use either a black or white logo and include a registered mark.

Ensure there is a strong contrast with the background.

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2

2

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10

Don't


Don’t re-create the logo or change the color.

Don’t use the logo in a sentence.

Don’t squish, pull or rearrange the logo.

Smartphones

11Download the BlackBerry emblem at go/brand.

Visual Elements: The BlackBerry Emblem

The BlackBerry Emblem

Small, but mighty. The BlackBerry emblem might be small, but that doesn’t mean it’s not important.

Take note of the basics and re-familiarize yourself with this little gem.

BlackBerry Emblem

BlackBerry Emblem: Clearspace

12

Do


Use the emblem in a subtle and elegant way.

Use the graphic files that are already created for you.

1

2

1

13

Don't


Don’t use the emblem and datastream in the same layout.

See more about the datastream in the next section.

Don’t use the emblem to replace a letter. This treatment is

reserved for the LOVE lockup only.

Y U

14

Visual Elements: The Icon

And we all love it. Okay, we never went around high-fiving each other,

but there was a general silent consensus. The re-envisioning of the

icon into a creative brand cue is one of the most important aspects of

the new brand look. It will create familiarity, instant recognition, and

be an ownable and iconic mark that will endure long into the future.

The Icon

The 12° angle is a unique part

of the BlackBerry logo. You

will see how this angle is used

in our layouts and grid.

12° angle

Datastream

Icon

Multistream

We gave new life to the icon.

15

Datastream Lockups

Download the datastream at go/brand.

Visual Elements: The Datastream

16

Do


The datastream should intersect a word in the headline.

The datastream should slightly overlap the cropped lifestyle image.

The datastream should be prominent and draw the eye in.

Product photography should overlap the datastream when used together.

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3

2

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2

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1

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Don't


Discover BlackBerry smartphones.



Don’t make the datastream wider than the headline itself.

Don’t set the datastream perfectly behind any word.

Don't use the datastream on its own.

Don’t place the datastream on folds or creases.

Don’t place the BlackBerry Logo on top of the datastream.

Don’t slightly touch the datastream to the headline.

Don’t tilt, flip, stretch or crop the datastream.

Don’t create your own datastream lockups.



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Multistream Lockups

Download the multistream at go/brand.

Visual Elements: The Multistream

19

Athletes don't do it for the like of the sport.

Do


Copy and smartphone images can appear on top of the multistream.

The BlackBerry logo can appear on top of the multistream.

Multistream icons can include lifestyle images.

Use approved multistream lockups.

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3

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Don't


Don’t use the datastream and multistream in the same layout. Don’t use a multistream formation that resembles one or more

datastream lockups.

Don't use multiple lockups on one layout.Don't overpower the background.

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Color Palette

Visual Elements: Color Palette

Color Palette

To complement the heavy use of black, we use beautiful

eye-pleasing colors. Color is energetic, emotive, and positive. Exactly what

“Love what you do” is all about. What a coincidence. The colors range from

bright and vibrant for the younger crowd, to a more sophisticated palette for

the business crew.

Color by numbers.

312C

C96 M0 Y11 K0

R0 G173 B216

#00ADD8

362C

C70 M0 Y100 K9

R112 G168 B76

#70A84C

107C

C0 M4 Y79 K0

R253 G233 B96

#FEEA61

186C

C0 M100 Y81 K4

R194 G30 B56

##C21E38

268C

C82 M100 Y0 K12

R72 G42 B127

#482A7F

877

N/A

N/A

N/A

647C

C100 M56 Y0 K23

R45 G88 B142

#2D588E

562C

C85 M0 Y50 K31

R59 G133 B118

#3B8576

166C

C0 M64 Y100 K0

R217 G122 B45

#D97A2D

7420C

C0 M80 Y42 K20

R173 G75 B92

#AD4B5C

233C

C11 M100 Y0 K0

R183 G20 B136

#B71488

Cool Gray 5

C15 M9 Y8 K22

R178 G180 B179

#B2B4B3

2905C

C40 M0 Y0 K0

R166 G215 B246

#A6D7F6

358C

C27 M0 Y38 K0

R198 G222 B178

#C6DEB2

7409C

C0 M30 Y95 K0

R236 G184 B52

#ECB834

673C

C6 M49 Y0 K0

R210 G151 B191

#D297BF

2577C

C40 M45 Y0 K0

R151 G140 B192

#978CC0

–

C0 M0 Y0 K0

R0 G0 B0

#FFFFFF

Pantone

CMYK (Print)

RGB (Screen)

HTML (Web)

Pantone

CMYK (Print)

RGB (Screen)

HTML (Web)

Pantone

CMYK (Print)

RGB (Screen)

HTML (Web)

Variations in color may occur, but try to match the BlackBerry color palette as closely as possible. For 4-color printing, use the CMYK values as a beginning reference.

Print vendors may have their own values and formulas for matching PANTONE colors in 4-color process, but the goal should always be to match the PANTONE standard of the BlackBerry color palette.

Color variations may also occur on-screen as a result of different screen calibrations and/or software applications being used.

We are aware that there are variations in the PANTONE CMYK equivalents as well. In order to achieve the closest color match, we suggest you use the values in this chart.

Please always use the PANTONE chip for absolute color matching accuracy. PANTONE is a registered trademark of Pantone, Inc.

22

Do


Choose a sub-header color that complements the datastream and photography.

Choose a sub-header color that stands out against the black background.

Use white for all headlines and body copy but choose a color for the sub-header.1

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3

1

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Don't


Don’t use multiple colors on the same layout. Don’t choose a sub-header color that gets lost in the background.

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Backgrounds

One thing to keep in mind about black is the “watch outs” it creates during production.

It can look weak, fade, scratch and show fingerprints. But we can all take measures to deal

with these side effects. Talk to your print producer. Keep the black rich and premium.

Black is the “color” of choice in everything we do. Black is elegant, powerful,

and beautiful. (But we did at one point consider a mustardy brown.)

Seriously, we LOVE black. However, we grudgingly acknowledge that

there is a time and a place for a white background. We ask that you use it

sparingly and where it really counts. . . like a tradeshow booth or when you

print a 200-page document and your 'K' cartridge runs out.

We’re not blueberries.

Visual Elements: Backgrounds

CMYK newsprint: 54.43.43.100

CMYK glossy magazine: 62.53.52.94

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Typography

Download this custom font at go/brand.

Jump in all the way with the new font, “BlackBerryLove”.

It makes up the new face of the brand. Appreciate it for how

confident, intelligent, modern, friendly, and simple it is.

It's the Anvers of the future.

Love letters.

Visual Elements: Typography

26Download these fonts at go/brand.


BlackBerryLove Medium

BlackBerryLove Semibold Use for body copy

BlackBerryLove Bold

Calibri

Myriad Pro Condensed

Use for headlines

Use sparingly

Use for broader-based applications when BlackBerryLove is not available

Use for legal disclaimers

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPqRSTUVWxYz1234567890”$#%&@;:,.

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPqRSTUVWxYz1234567890”$#%&@;:,.

abcdefghijklmnopqrstuvwxyzABCDEFGhIjkLMNOPqrSTuVWxyz1234567890”$#%&@;:,.

abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890”$#%&@;:,.

abcdefghijklmnopqrstuvwxyzABCdEFghIjKlMNOPqrsTuVWx Yz1234567890”$#%&@;:,.

27

Do


Use sentence case with punctuation at the end in both headlines and body copy.

Not to mention proper spelling.

Set the leading at approximately

double the point size of the copy.

Set headlinesat twice or three times the point size of the body copy.

When colored type is used on black, make sure it’s bright and legible.

28

Don't


A L L C A P S I S Y E L L I N G !But sometimes you gotta yell...just don’t do it all the time.

Don’t even bother reading this. Your eyes will be forced to focus so hard

they’ll burn up and turn into two little piles of eye ash.

Auto leading is for lazy designers.

Don’t expect a "Designer of the Year" award

with this kind of behavior.

Way too tight!

W a y t o o l o o s e !

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As a general rule, keep it interesting. When choosing lifestyle photography

think about keeping part of the story untold for people to unravel for themselves.

And with product photography, always remember to showcase and highlight

its beauty. Make people want to look.

Lovely Photography

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Lifestyle Photography

Download lifestyle images at go/brand.

BlackBerry lifestyle photography is spontaneous, intimate, real, beautiful,

and compelling. It creates emotional energy and interesting stories that

are authentic, not staged.

LOVE campaign images are available to use as long as they are used in the same

context (e.g., the glacier shot for BlackBerry Storm2 materials). If you want to choose

your own lifestyle photography, ensure it has the same feeling of authenticity.

Visual Elements: Photography

the moment.

© 2009 Research In Motion Limited. All rights reserved. BlackBerry® and related trademarks, names, and logos are the property of Research In Motion Limited and are registered and/or used in the U.S. and countries around the world. All other trademarks are the property of their respective owners. Screen image simulated.

We love those who are living, breathing, break-dancing proof that there is

huge potential in every second of the day. Those of you who would drop

everything to do nothing with your friends. The type of nothing that leads

to impromptu, spontaneous and out-of-nowhere awesomeness.

It’s for you that we loved building the new BlackBerry® Curve™ 8530. With

Facebook®, Twitter®, Instant Messenger and MySpace® always in your

back pocket, you can round up your friends for a little bit of anything at

a moment’s notice. See the new BlackBerry Curve 8530 at Sprint and other

major retailers.

M e e t t h e n e w B l a c k B e r r y C u r v e 8 5 3 0 s m a r t p h o n e

Search ‘BlackBerry’

31

Do


Choose images that are spontaneous, authentic, and energetic.

Crop images inside the icon shape and/or device screen.

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Don't


Don’t bleed photography fully off the page.Don’t use staged images.

We love life when it’s experienced in all its glory. When you’re out in

the world talking, tasting, seeing things and being seen. That’s why

we love packing everything we can like Wi-Fi, expandable memory,

video recording, BlackBerry App World and a mind-blowing touch

screen into a defyingly compact package.

The new BlackBerry Storm is the result of loving what we do. We hope

you use it to display killer pie charts…if killer pie charts are what you

love. See all there is to see with a new BlackBerry Storm 9550 at XYZ.

G e t t o k n o w t h e N e w B l a c k B e r r y S t o r m 9 5 5 0

the big picture.

33

Do


Place lifestyle images inside an icon shape, or on a device screen.

Ensure that the lifestyle image is always recognizable as an icon shape.

Bleed the left side of the icon shape off the page.

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1

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Don't


Don’t tilt, flip, stretch, or distort the icon shape. Don’t apply outlines or glows to the icon shape.

Don’t show the left side of the icon shape on the primary image.

35

Emotional Product Photography

Download product photography at go/brand.


To make an emotional connection, use BlackBerry smartphones shot on black.

They are sleek, they emerge out of the black background, and their features are

highlighted by lighting and a glow.

36

Functional Product Photography

Download Product Photography at go/brand.


Life isn’t always fun and games, sometimes you need to be practical.

So when communicating a more functional message, use functional

product photography.

37

Do


Show enough of the product to ensure it’s recognizable as a BlackBerry smartphone.

Use approved product and lifestyle photography.

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1

2

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Don't


Don't distort, alter, crop, or ruin the

integrity of the image.

Don’t alter, omit, or cover the

BlackBerry logo.

Don't create your own product

photography.

39

The Grid

Download the grid at go/brand.

Visual Elements: The Grid

Ours is 12 degrees.

The grid helps unify brand elements within a single layout.

But more importantly, it creates harmony among all BlackBerry

materials. Sure, there are times when you can’t use the grid and

for those times – well, there’s no need to get bent out of shape.

All we ask is that you follow the grid whenever possible.

What’s your angle?

The grid angle is 12˚,

just like the icon.

Line up your paragraphs

to the grid.

40

Do


I n t r o d u c i n g t h e n e w B l a c k B e r r y ® B o l d ™ 9 7 0 0 s m a r t p h o n e

The new BlackBerry Bold.

Modify the size of the grid.

Align your copy to the grid.

Align furthest point of the letter to the grid.

1

1

2

3

2

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Don't


• Don’t

• Do

• This

• To

• Your

• Tables

• Don’t

• Do

• This

• To

• Your

• Tables

Please Please

I n t r o d u c i n g t h e n e w B l a c k B e r r y® B o l d ™ 9 7 0 0

s m a r t p h o n e

The new BlackBerry Bold.

Don’t force the grid. If it doesn’t work for your table, don’t use it.Don’t rotate the grid.

The Look of LoveSection 3

43

The Look of Love

The Look of Love

Now that you’ve gotten to know our new visual identity, I bet you’re

wondering, “Where is the love?” We know it looks cool and chances

are you’ve already envisioned how it will fit into your next campaign.

But before you create your next campaign, give us a shout.

The LOVE elements deserve careful consideration and respect.

This includes “Love What You Do”, “Do What You Love”, “Don’t Just Like”

and other elements shown on the next page. Even using the word “love”

in copy needs a second opinion. If people felt the LOVE all the time,

it wouldn’t mean as much. Remember, LOVE is meant for high-impact,

carefully planned executions.

So consider the BlackBerry manifesto before you jump in.

Your message needs to be just as powerful.

If you’ve got what it takes to use the LOVE elements, fill out the form on go/brand.

We know, we know... you're thinking "not another form!" Nobody “loves” forms but

don't worry. This one's just for us to envision your idea before we chat.

Where is the love?

44Remember to talk to us before you use these elements.

The Look of Love

Love headlines

“Don’t Just Like” lockup and image

“Do What You Love” lockup

“Love What You Do” lockup

Love hanging out

Love blue sky thinking

Love changing the game

Love seeing around the corner

Love the moment

Love closing the deal

Love perfect detailing

Love to be bold

Love taking it all in

Love to create

Love boldly

Love the big picture

Love the journey

Love 5am

etc...

Legal and ToolkitSection 4

46

Legal

Legal and Toolkit: Legal

You’ll probably notice that the language in the next section is pretty firm.

That’s because it’s meant to be. Our brand and our trademarks are

really important to us — no joke. Sure, we know how to have a good time,

but when it comes down to approvals, we don’t mess around. After all,

you're only as good as your reputation and we take that very seriously.

Legal is not a four-letter word.

47

Approval Process


Trademarks

RIM Brand Marketing needs to review and approve the content of any advertisement, collateral, or

promotional materials containing RIM marks, the BlackBerry logo, or imagery prior to it being released.

Please allow a minimum of five (5) business days for the review process to occur. Submit all materials

and direct any questions about the use of RIM marks for North America, Latin America, Asia Pacific to RIM Brand Marketing

at [email protected]. For Europe, the Middle East, and Africa send requests to [email protected].

Guidelines for use of Research In Motion trademarksResearch In Motion (RIM) owns the BlackBerry trademark and other trademarks. These trademarks symbolize

our reputation and goodwill, and serve to uniquely identify its products and services. These general guidelines

address the permissible use of RIM trademarks in text by third parties. The trademarks to which these guidelines

apply are listed on the RIM trademark list. Without express written authorization by RIM, any use of RIM

trademarks in a manner that is inconsistent with these guidelines, including the use of trademarks, trade names,

or domain names that are confusingly similar to RIM trademarks, is prohibited.

RIM registered marks and trademarksRIM marks that appear in the following list are registered or pending with the U.S. Patent and Trademark Office

and trademark offices in other countries.

BlackBerry® BlackBerry® Pearl™

RIM® BlackBerry® Pearl™ Flip

Research In Motion® BlackBerry® Curve™

SureType® BlackBerry® Bold™

SurePress™ BlackBerry® Tour™

BlackBerry Connect™ BlackBerry® Storm™

BlackBerry App World™ storefront BlackBerry® Storm2™

Get it at BlackBerry App World™

The absence of a RIM mark from this list does not mean that RIM does not use the mark, that the mark is not a

registered trademark of RIM, or that the BlackBerry product or service is not actively marketed or significant

within its relevant market. A list of RIM marks can be found at: www.blackberry.com/trademarklist.

Agencies: Refer to the BlackBerry Branding Guidelines legal document at www.blackberry.com/partnerguidelines for terms

and conditions of your licensed use of RIM trademarks.

48

BlackBerry Trademark Rules


You should always use the RIM trademark as an adjective and not as a noun or verb.

Acceptable Misuse BlackBerry® smartphone The BlackBerry is…

For example, “I will respond to your email using my...” “I will BlackBerry you...”

BlackBerry® smartphone.

The trademark should be followed by the appropriate generic term for the product (e.g., smartphone) or service.

Refer to the BlackBerry naming system at www.blackberry.com/names for the appropriate generic term to use

with the RIM marks, including the following:

BlackBerry smartphones

BlackBerry products

BlackBerry product components

BlackBerry enabled device products

BlackBerry accessories

Do not use the RIM marks in plural or possessive form.

Acceptable Misuse BlackBerry® smartphones BlackBerrys

BlackBerries

BlackBerry’s

Use the proper symbol for the RIM marks. Always capitalize the product brand nameand designate the trademark with the appropriate ™ or ® symbol.

Acceptable Misuse BlackBerry® BlackBerry™

BlackBerry® Pearl™ Flip Pearl™ BlackBerry Pearl®

Do not use the RIM marks in plural or possessive form.A prominent notice should be used when any of the RIM marks appear on materials or web sites. Additional

information and the most current list of trademarks are available at:

www.blackberry.com/trademarklist

Agencies: Refer to the BlackBerry Branding Guidelines legal document at www.blackberry.com/partnerguidelines

for terms and conditions of your licensed use of RIM trademarks.

49

Naming

© 2009 research In Motion limited. All rights reserved. BlackBerry®, rIM®, research In Motion®, sureType®, surePress™ and related trademarks, names and logos are the property of research In Motion limited

and are registered and/or used in the u.s. and countries around the world. All other product or company names are for identification purposes only, and may be trademarks of their respective owners.


BlackBerry products and services are uniquely identified by a cohesive naming system.

Acceptable Misuse

Research In Motion — always capitalize the “I” Research in Motion

Research In Motion Limited — always spell out the word “Limited” Research In Motion Ltd.

BlackBerry — always capitalize the first and second "B" Blackberry

BlackBerry — never abbreviate BB

BlackBerry – never use in a possessive form BlackBerry’s

BlackBerry Enterprise Server — never abbreviate BES

BlackBerry Enterprise Solution — capitalize and never abbreviate BES

BlackBerry App World™ storefront – no registration mark after BlackBerry BlackBerry® App World™

SureType — capitalize “S” and “T” Suretype, suretype

SurePress — capitalize “S” and “P” Surepress, surepress

BlackBerry — must always appear before the smartphone number and

smartphone — must always be included in the product name 9700

BlackBerry Pearl smartphone — “BlackBerry” must always appear before “Pearl” Pearl

BlackBerry Curve smartphone — “BlackBerry” must always appear before “Curve” Curve

BlackBerry Bold smartphone — “BlackBerry” must always appear before “Bold” Bold

BlackBerry Tour smartphone — “BlackBerry” must always appear before “Tour” Tour

BlackBerry Storm smartphone — “BlackBerry” must always appear before “Storm” Storm

BlackBerry Storm2 smartphone — “BlackBerry” must always appear before

“Storm” with no space between “Storm” and “2” Storm 2

Refer to www.blackberry.com/names for a complete list of approved names, including:

BlackBerry smartphones

BlackBerry products

BlackBerry product components

BlackBerry enabled device products

BlackBerry accessories

Don’t use BlackBerry names without consulting approved naming standards. Online resources make it easy to understand

and apply BlackBerry naming systems. If you have any questions, email [email protected].

50

Toolkit

Call it what you want (we debated for 3 hours). It’s the place where you can find almost

everything you need to get started. Think of it as a new weapon in your creative arsenal.

Pick up these assets at go/brand.

Toolkit. Toolbox. Tool-a-palooza.

Legal and Toolkit: Toolkit

51

Toolkit and Legal: Toolkit

The BlackBerry logo

BlackBerryLove Font Grid

Lifestyle and Product PhotographyIcon Shape

The BlackBerry Emblem

Datastream Multistream

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPqRSTUVWxYz

1234567890”$#%&@;:,.

abcdefghijklmnopqrstuvwxyz

ABCDEFGhIjkLMNOPqrSTuVWxyz

1234567890”$#%&@;:,.

blackberry brand guidelines v1[1]2009

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