Contents
FYI and FYS (For Your Sanity) these Brand Guidelines are divided into four parts.
Section 1
The BlackBerry Brand Platform
Section 2
Visual Elements: All the tools you need
Section 3
The Look of Love: The core assets of the Love Campaign
Section 4
Legal and Toolkit
Tone of Voice
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. The BlackBerry voice is optimistic, inspirational, passionate, intuitive, conversational, and approachable. Its down-to-earth, never arrogant. Its 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.
Visual Elements
Section 2
The BlackBerry logo needs its personal space. It needs to breathe so dont 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.
Emblem
Wordmark
BlackBerry Logo
Do
BlackBerry Logo
Only use either a black or white logo and include a registered mark.
Don't
Smartphones
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BlackBerry Emblem
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Do
Use the graphic files that are already created for you.
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Don't
Y U
Dont use the emblem and datastream in the same layout. See more about the datastream in the next section. Dont use the emblem to replace a letter. This treatment is reserved for the LOVE lockup only.
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The Icon
12 angle
The 12 angle is a unique part of the BlackBerry logo. You will see how this angle is used in our layouts and grid. Icon
Datastream
Multistream
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Datastream Lockups
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Do
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Don't
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Multistream Lockups
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Do
1 2
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Don't
Dont use a multistream formation that resembles one or more datastream lockups.
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Color Palette
Color by numbers.
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.
186C 268C C0 M100 Y81 K4 C82 M100 Y0 K12 R194 G30 B56 R72 G42 B127 ##C21E38 #482A7F
647C 562C C100 M56 Y0 K23 C85 M0 Y50 K31 R45 G88 B142 R59 G133 B118 #2D588E #3B8576
166C 7420C C0 M64 Y100 K0 C0 M80 Y42 K20 R217 G122 B45 R173 G75 B92 #D97A2D #AD4B5C
C0 M0 Y0 K0 R0 G0 B0 #FFFFFF
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.
Color Palette
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Do
3 2
Use white for all headlines and body copy but choose a color for the sub-header.
Choose a sub-header color that stands out against the black background.
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Don't
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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.
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Typography
Love letters.
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.
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Use sparingly
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 headlines
at twice or three times the point size of the body copy.
When colored type is used on black, make sure its bright and legible.
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Don't
Auto leading is for lazy designers. Dont expect a "Designer of the Year" award with this kind of behavior.
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Lovely Photography
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.
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Lifestyle Photography
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.
Meet the
We love those huge potential
everything to do
to impromptu, sp Its
Face back
the moment.
a mom
major r
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Do
1 2
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Don't
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Do
Bleed the left side of the icon shape off the page.
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Don't
Dont show the left side of the icon shape on the primary image.
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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.
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Life isnt always fun and games, sometimes you need to be practical. So when communicating a more functional message, use functional product photography.
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Do
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Don't
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The Grid
The grid angle is 12, just like the icon. Line up your paragraphs to the grid.
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Do
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Don't
Please
Dont force the grid. If it doesnt work for your table, dont use it.
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The LOVE elements deserve careful consideration and respect. This includes Love What You Do, Do What You Love, Dont 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 wouldnt 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 youve 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.
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Love hanging out Love blue sky thinking Love changing the game Love seeing around the corner Love the moment
Love headlines
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...
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Legal
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Approval Process
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 brand@rim.com. For Europe, the Middle East, and Africa send requests to brandemea@rim.com.
Trademarks
Guidelines for use of Research In Motion trademarks
Research 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.
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.
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Misuse
The BlackBerry is I will BlackBerry you...
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
Misuse
BlackBerrys BlackBerries BlackBerrys
Use the proper symbol for the RIM marks. Always capitalize the product brand name and designate the trademark with the appropriate or symbol. Acceptable
BlackBerry BlackBerry Pearl Flip
Misuse
BlackBerry Pearl BlackBerry Pearl
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Naming
BlackBerry products and services are uniquely identified by a cohesive naming system. Acceptable
Research In Motion always capitalize the I Research In Motion Limited always spell out the word Limited BlackBerry always capitalize the first and second "B" BlackBerry never abbreviate BlackBerry never use in a possessive form BlackBerry Enterprise Server never abbreviate BlackBerry Enterprise Solution capitalize and never abbreviate BlackBerry App World storefront no registration mark after BlackBerry SureType capitalize S and T SurePress capitalize S and P BlackBerry must always appear before the smartphone number and smartphone must always be included in the product name BlackBerry Pearl smartphone BlackBerry must always appear before Pearl BlackBerry Curve smartphone BlackBerry must always appear before Curve BlackBerry Bold smartphone BlackBerry must always appear before Bold BlackBerry Tour smartphone BlackBerry must always appear before Tour BlackBerry Storm smartphone BlackBerry must always appear before Storm BlackBerry Storm2 smartphone BlackBerry must always appear before Storm with no space between Storm and 2 Storm 2 9700 Pearl Curve Bold Tour Storm
Misuse
Research in Motion Research In Motion Ltd. Blackberry BB BlackBerrys BES BES BlackBerry App World Suretype, suretype Surepress, surepress
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 Dont 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 brandmessagingteam@rim.com.
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.
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Toolkit
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Icon Shape
Datastream
Multistream
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