Brand Guidelines Let’s do this. BlackBerry helps people make the most of every moment by enabling them to share and collaborate in real-time. It’s this spirit we want to capture in our creative. This guide describes all the tools you’ll need to express the BlackBerry brand. With care and consistency, we’ll make that spirit come to life. ® 06 Brand story 34 Elements 60 Examples 08 What we believe 10 Brand personality 36 Multistreams 38 Supergraphics 62 70 74 78 82 84 86 90 92 94 96 98 12 Principles 14 BlackBerry for creatives 16 Open space 18 Basics 20 24 26 28 30 32 Logos Colors Gradients Palettes Typography The grid 40 Photography 42 46 50 52 56 Device imagery Lifestyle Photoshoots Usage Contextual Posters Single page brochure Small brochure Large brochure Vertical collateral Stationery Environmental Packaging Presentations Promo items Digital marketing Before you press Submit 100 Toolkit 102 Contents and availablility 104 Legal 106 Approval process 107 Trademarks BlackBerry Brand Guidelines 06 07 Brand story What we believe Brand personality Brand story 08 10 Brand story – Overview The BlackBerry brand is the total set of beliefs that sums up who we are, what we do and what we stand for. From a communications standpoint, it’s that distinctive, recognizable personality that customers should see and experience at each touchpoint – advertising, online, retail environments, packaging, everything. This section explains the ideas that will bring the BlackBerry brand to life for your audience. BlackBerry Brand Guidelines 08 What we believe They say opportunity is rare – that it only comes around a few times in a lifetime. The truth is you probably pass a hundred opportunities every day. Opportunity can appear at any moment. So you need to be ready to grab it when it comes along. Making the most of these moments got us to where we are, and this is the foundation of our belief. A belief that opportunity is everywhere for those who are ready. Everyone who works for BlackBerry, and everyone who uses a BlackBerry, shares this belief. It’s why our products are designed to help people collaborate in real-time to unlock opportunity. And it’s why we will always have a role in people’s lives. Because we help them seize opportunities, and make the most of them. So let’s seize it, make the most of this moment, here. BlackBerry. Brand story – What we believe 09 BlackBerry Brand Guidelines Brand story – Brand personality All of our design elements relate to different characteristics, but collectively add up to express the full BlackBerry personality. 10 Brand personality Dynamic Purposeful Fearless Open 11 We are a brand of action. We’re constantly moving forward. If something doesn’t have a purpose, it doesn’t have a place. Never afraid to start, to try, to challenge, to take things on, to reinvent, to boldly go. Always open to new ideas, to crossing boundaries. We lead the way. We are clear and always happy to bring people with us. BlackBerry Brand Guidelines 12 13 Principles BlackBerry for creatives Open space Principles 14 16 Principles – Overview You’ve met the BlackBerry brand. Now let’s talk about how the brand personality translates to design. In this section, you’ll discover the tools and techniques available to help you capture and express the BlackBerry brand in all its nuances, for all its audiences. BlackBerry Brand Guidelines 14 Principles – BlackBerry for creatives BlackBerry for creatives Be precise Choose the fewest number of graphic elements to create the most impact. Think in terms of classic design: open, clean, dynamic. Just remember,“minimalist” doesn’t mean “empty.” When it comes to copy, write conversationally and keep it concise. State the benefits of the technology in real, human terms and outcomes. Unless you’re writing for a technical audience, avoid acronyms. Be authentic BlackBerry users are passionate about what they do. Create layouts which capture and celebrate that sense of commitment. As you write, be a trusted friend to your reader. Demonstrate that you understand their needs. Speak with a sincere, informed voice that advises and inspires. Be purposeful Stay focused. Stick with one clear concept per piece. As you compose your layouts, weigh each element carefully, choosing only the ones that reinforce the message best. If you’re writing a short piece, limit the message to a single benefit. For longer pieces, chunk the information into short sections for easier readability. Keep your sentences brief, and go easy on the adjectives. 15 BlackBerry Brand Guidelines Principles – Open space BlackBerry users focus on what really matters. In that spirit, incorporate lots of open space and reduce the number of elements in your layouts to only the most relevant. Space separates the different elements of your design and positions the message you’re working on more clearly. Think of it as Design Zen: open space is the silence that lets people hear the message loud and clear. 16 17 Open space BlackBerry Brand Guidelines 18 19 Basics Logos Colors Gradients Palettes Typography The grid Basics 20 24 26 28 30 32 Basics – Overview The BlackBerry brand identity combines a few basic elements that do most of the heavy lifting. And like a group of individuals who work well together, those elements work best when their individual integrity is respected. Use them correctly, and they’ll work hard for you. BlackBerry Brand Guidelines Logos Basics – Logos 20 21 Our logo immediately identifies a product, service or communication. Recognized the world over, the logo symbolizes our brand promise. It should always appear with both elements in the correct position and proportion. Give it some breathing space; it’s a simple element, but a powerful one. The logo should appear on every piece of creative you develop, and should never be altered in any way. 1 inch or 72 pixels Minimum size: Do not use the logo smaller than 1" wide in print communications or smaller than 72 pixels in digital communications. Clear space: The cap height of the BlackBerry “B” determines the minimum clear space around the BlackBerry logo. Most often, you’ll see the emblem on BlackBerry products and accessories. It can also provide a striking graphic on the back of a brochure or white paper, when the only other content consists of legal and trademark information. Apply the emblem no more than once per execution. If you’re going to use it, make it count. The emblem is available in the Toolkit, provided in black, white and gray. It should never be altered. Clear space: The height of two data packets determines the minimum clear space around the BlackBerry emblem. BlackBerry Brand Guidelines Logos 22 Basics – Logos 23 Each BlackBerry product family has its own name and wordmark. These wordmarks combine the BlackBerry logo with the name of the product family. If a piece focuses on a single product family, use the appropriate logo. Like the BlackBerry logo, you can find the product logos in the Toolkit. There’s no need to create your own. The BlackBerry logo should be used primarily in white. However, gray and black options are also provided in the Toolkit. For specialized treatments such as varnish effects or embossing, consult with your BlackBerry Brand Marketing Team contact. The BlackBerry logo can be used in a subtle way, but always ensure that there is enough contrast with the background to make the logo readable. Clear space: The cap height of the BlackBerry “B” determines the minimum clear space around the BlackBerry logo. BlackBerry Brand Guidelines 24 Basics – Colors Colors 25 BlackBerry users come from all walks of life and from all over the world. Our color palette reflects that multifaceted diversity. Consider your audience carefully, and use the palette to create brilliant communications for any customer in any market. Process Black C:60 M:50 Y:50 K:100 R:0 G:0 B:0 #000000 Cool Gray 11 C:50 M:40 Y:40 K:75 R:50 G:53 B:53 #323535 429 C:20 M:15 Y:15 K:30 R:152 G:154 B:155 #989A9B 877 Metallic silver should only be used for printed materials PANTONE White c:0 m:0 y:0 k:0 r:255 g:255 b:255 #ffffff It all starts with black. Clean, strong and grounding, black makes every other color in the system glow. From there, you can choose just the right color to convey the emotion you want to communicate. Pick your colors carefully and deliberately. That way, you’ll have lots of options to keep the brand fresh over time. 715 C:0 M:55 Y:95 K:0 R:246 G:139 B:40 #F68B28 711 C:10 M:100 Y:100 K:0 R:218 G:33 B:40 #DA2128 1925 C:5 M:100 Y:60 K:0 R:226 G:27 B:82 #e21b52 108 C:0 M:5 Y:95 K:0 R:255 G:231 B:16 #FFE710 339 C:95 M:0 Y:90 K:0 R:0 G:169 B:92 #00A95C 367 C:50 M:0 Y:95 K:0 R:140 G:199 B:71 #8cc747 225 C:5 M:95 Y:0 K:0 R:225 G:41 B:145 #e12991 248 C:45 M:100 Y:0 K:0 R:154 G:37 B:143 #9a258f PMS, CMYK and RGB swatch exchange (.ASE) files are available in the Toolkit. 632 C:90 M:0 Y:40 K:0 R:0 G:175 B:173 #00afad 2995 C:95 M:5 Y:5 K:0 R:0 G:168 B:223 #00A8DF 2726 C:85 M:90 Y:0 K:0 R:77 G:63 B:153 #4d3f99 2925 C:95 M:50 Y:0 K:0 R:0 G:115 B:188 #0073BC BlackBerry Brand Guidelines c:0 m:5 y:95 k:0 c:0 m:55 y:95 k:0 Midpoint 50% Midpoint 40% Basics – Gradients c:10 m:100 y:100 k:0 c:10 m:100 y:100 k:0 26 27 c:0 m:5 y:95 k:0 c:50 m:0 y:95 k:0 Midpoint 50% Midpoint 55% c:10 m:100 y:100 k:0 c:10 m:100 y:100 k:0 c:95 m:5 y:5 k:0 c:95 m:5 y:5 k:0 Midpoint 60% Midpoint 55% Midpoint 45% Midpoint 55% CMYK and RGB gradient swatches are available as InDesign (.INDD) files in the Toolkit. c:95 m:0 y:90 k:0 c:95 m:0 y:90 k:0 c:45 m:100 y:0 k:0 c:5 m:95 y:0 k:0 c:85 m:90 y:0 k:0 c:90 m:0 y:40 k:0 Don’t use more than one gradient at a time. Apply gradients to headlines horizontally. Gradients Once you’ve chosen your palette, you can also crank up your design with gradients. Reflecting the dynamic energy of the brand, these vivid and vibrant treatments help emphasize key content. Like the color swatches, they’re based on classic color theory, so finding the right one is easy. BlackBerry Brand Guidelines 28 Palettes Basics – Palettes Here are a couple of possible color palettes. Go to the Examples section to see how this theory works in practice. When you look at a BlackBerry smartphone or tablet, you can’t help but notice the details. The shape of the keys. The materials. The finishes. They all add up to a sophisticated experience. Your color choices should reflect the same sensibility. 632 C:90 M:0 Y:40 K:0 R:0 G:175 B:173 #00afad 2995 C:95 M:5 Y:5 K:0 R:0 G:168 B:223 #00A8DF 2925 C:95 M:50 Y:0 K:0 R:0 G:115 B:188 #0073BC c:95 m:5 y:5 k:0 Midpoint 45% c:85 m:90 y:0 k:0 Choose analogous colors and imagery to achieve subtle, harmonious effects. Try to match your selection to the mood of the piece you’re working on. Like a well-crafted BlackBerry device, the colors should feel just right. 339 C:95 M:0 Y:90 K:0 R:0 G:169 B:92 #00A95C 108 C:0 M:5 Y:95 K:0 R:255 G:231 B:16 #FFE710 c:0 m:5 y:95 k:0 367 C:50 M:0 Y:95 K:0 R:140 G:199 B:71 #8cc747 Use colors that are adjacent to each other on the color wheel. For example, warm colors, cool colors or neutrals. Midpoint 50% c:95 m:0 y:90 k:0 29 Basics – Typography bold regular light BlackBerry Brand Guidelines Trade Gothic Next Light is the preferred typeface for all communications materials. 30 Typography The BlackBerry brand speaks with a clear, confident voice. That’s why Trade Gothic Next is the chosen typeface. It strikes a balance between a classic feel and modern lines – clean, but not cold; professional, but not slick. Typography makes a powerful design element. You can orient it left to right, or up and down. You can even stack it. You’ll need to organize your type hierarchically. Use size, color and weight to help lay out information in a clear, interesting way. For thoughts on organizing information, review the sections on Open space and The grid, and see the examples throughout this guide. Condensed Condensed Italic Light Light Italic Regular Italic Bold Bold Italic When system fonts are the only available option, Arial is an acceptable substitute. Trade Gothic Next Regular can be used if technical constraints dictate. Trade Gothic Next Bold should be reserved for emphasis, but avoid overuse. The complete licensed typeface is available upon request from the BlackBerry Brand Marketing Team. 31 BlackBerry Brand Guidelines 32 A grid provides a framework for exploration. Use it to create dynamic layouts. Avoid checkerboard arrangements. Basics – The grid What makes BlackBerry so popular is that it brings people together, even when they’re apart. A grid works much the same with design elements. It gives you the freedom to create dynamic layouts, with the confidence that an underlying structure is in place to keep things in order. The grid Grids are vast and varied in their design. As a general rule, choose an even number of columns equivalent to about half your document’s size in inches or feet. Visit the Examples section to see finished artwork on set grids. You can download sample files as your starting point. 33 BlackBerry Brand Guidelines 34 35 Elements Multistreams Supergraphics Elements 36 38 Elements – Overview Only BlackBerry gives you a complete social experience, going beyond smartphones and tablets to applications and services. BlackBerry lets you take life to go. The brand comes with elements that will help you convey the full range of experiences that BlackBerry has to offer. BlackBerry Brand Guidelines Elements – Multistreams Use the multistream as a full-page background only. Let it bleed off the edge of the page. Multistreams represent the smooth, constant transfer of information, which makes them a unique and powerful background element. Use the provided multistreams to create rich, sophisticated effects. 36 You can scale and crop the multistream to fit your page, but it should never be sliced up or altered. When you crop it, be sure to include at least one complete packet. Use cool multistreams whenever possible. However, other options are available and can be used as appropriate. You can find both high and low contrast multistreams in the Toolkit. Multistreams 37 BlackBerry Brand Guidelines Supergraphics 38 The supergraphics library is constantly growing. Check the Toolkit for the latest. Like any other BlackBerry asset, don’t alter a provided supergraphic in any way. Sometimes a big idea deserves a big graphic. Hence, supergraphics. In BlackBerry terms, a supergraphic is a piece of art that promotes a particular BlackBerry feature, app or service. It’s the star of the layout, the dominant visual element. Go ahead – make it big! Elements – Supergraphics Since you can use supergraphics like photography, it’s okay to crop them. Just ensure enough of the graphic is visible to make it identifiable. Only use one supergraphic at a time, and make sure it’s the appropriate one for the service or feature being promoted. 39 BlackBerry Brand Guidelines 40 41 Photography Device imagery Lifestyle Photoshoots Usage Contextual Photography 42 46 50 52 56 Photography – Overview BlackBerry device imagery is photorealistic, to highlight the thoughtful design and attention to detail. Add lifestyle, usage and contextual imagery to bring the BlackBerry story to life. When you watch a typical BlackBerry user, you’re witnessing the passion of someone who is immersed in the moment. Which is why BlackBerry images look and feel so photojournalistic. They show people in real situations, doing real things. It’s that compassionate, eye-level look into our customers’ experience that we strive for in every piece of communication. Device imagery 42 BlackBerry Brand Guidelines Photography – Device imagery 43 BlackBerry smartphones and tablets drive the BlackBerry experience. These sculpted, sophisticated products are the link between our customers’ ambitions and reality. That’s why our images show BlackBerry devices at their best. Respect them, and use them according to these guidelines. BlackBerry Brand Guidelines Device imagery Photography – Device imagery 44 45 Close cropped Composite images You can close crop an image, just don’t alter or distort it. In instances where you need to stitch two images together, feel free to add realistic shading to indicate device overlap and depth. Be sure to accurately depict relative scale. Use a background that provides enough contrast to make the device visible. Devices can also be artfully cropped and used as a supporting element, as shown throughout this guide. You can also add subtle atmospheric background lighting to suit the layout. Avoid distracting lighting effects such as lens flares. Check out the Toolkit to find samples you can use as a starting point. There are multiple image angles for every device, but the front view is preferred. Check the Toolkit for the latest selection. You can feature a device on a black, gray or white background. BlackBerry Brand Guidelines 46 Photography – Lifestyle 47 Lifestyle BlackBerry people are doers, always moving forward with passion and energy. That sense of purposeful momentum should be captured in every lifestyle image you select. BlackBerry Brand Guidelines 48 Photography – Lifestyle Lifestyle 49 Every image should capture a moment – sharing, laughing, doing. BlackBerry users aren’t passive, and the imagery you select should reflect that. BlackBerry images have a narrative. Even in a group shot, an individual story should always stand out. BlackBerry Brand Guidelines Photoshoots Photography – Photoshoots 50 51 If you’re directing a shoot, think reportage: natural lighting, a narrative feel and a depth of composition that includes fore, middle and background. Lighting Use strobes or available light to achieve a natural, ambient look. Avoid strong color casts, lighting effects or lens flares. Location Locations should represent BlackBerry users in their natural environments. Urban and contemporary, the setting should contribute to the story. Keep the locations universal: cafés, restaurants, streets, offices, homes, urban transportation and concerts. Backgrounds should be unobtrusive. Styling Choose casual or business wardrobes that reflect BlackBerry users: urban, put-together, polished but not slick. Makeup should be natural, not heavy. Devices When a device is the subject, it should be in sharp focus. If it’s part of a larger composition, a slight blur is fine. But the device should still be recognizable. When showing a device in hand, coach the model to gently cradle it. Avoid grasping “claw hand” poses. BlackBerry Brand Guidelines 52 Usage Usage imagery is similar in tone to lifestyle photography, but it’s focused on devices. These images should showcase BlackBerry products as a conduit to collaboration. Photography – Usage 53 BlackBerry Brand Guidelines 54 Usage Usage images should have a candid feel, with devices as the focal point. Photography – Usage 55 In keeping with all other BlackBerry photography, use shallow depth of field and interesting composition to isolate and accentuate BlackBerry devices. Contextual 56 When you’re creating a longer piece, let contextual photography advance the story or idea. It’s a great way to give your layout an editorial feel and some added visual richness. Just don’t use contextual images alone. BlackBerry Brand Guidelines Photography – Contextual 57 BlackBerry Brand Guidelines Contextual 58 Photography – Contextual 59 Organic compositions and artful cropping will complement the precision of the underlying grid. Use contextual photography to advance a narrative – it doesn’t take the place of lifestyle photography. Choose images that feature natural lighting and avoid a staged, stock photo look. BlackBerry Brand Guidelines 60 61 Examples Posters Single page brochure Small brochure Large brochure Vertical collateral Stationery Environmental Packaging Presentations Promo items Digital marketing Before you press Submit Examples 62 70 74 78 82 84 86 90 92 94 96 98 Examples – Overview Let’s see BlackBerry design in action, with all the pieces working together. This section shows examples of tactics across the spectrum – print, environmental and more. When you’re ready to begin, you can find a complete set of support files for many examples in the Toolkit. Use these as a starting point to guide your way. Please note: the text included in these examples is placeholder only. BlackBerry Brand Guidelines Posters 62 Project BBM™ 6 Poster File name BBM6_Poster_Sample_01.zip Specs 22"x 28" Examples – Posters Grid 6x10 1.5" margins 0.375" gutter Headline Trade Gothic Next Light 160/160, Track -10 Blue gradient Subhead Trade Gothic Next Light 38/52, Track 0 White Call to action Trade Gothic Next Light 31/40, Track 0 White Legal Trade Gothic Next Light 9.5/10, Track 0 White Supergraphic BBM Logo Preferred white version placed bottom right, spanning two columns As you design posters for BlackBerry, remember: the average time it takes a person to pass a poster or billboard is about 3 seconds. So stick to one clear message. Don’t clutter the poster with too many details. Keep headlines brief and provide a clear call to action. The poster is there to get a viewer’s attention. Allow other media, like online and in-store collateral, to tell the full story. 63 BlackBerry Brand Guidelines Posters 64 Examples – Posters 65 Sample device poster 1 Device_Poster_Sample_01.zip Sample device poster 2 Device_Poster_Sample_02.zip Each BlackBerry device comes with its own unique palette. When you’re creating a device-specific piece, match headline gradients to the product. Check with the BlackBerry Brand Marketing Team to ensure you’re using the correct palette for that particular device. Sample device poster 3 Device_Poster_Sample_03.zip Sample device poster 4 Device_Poster_Sample_04.zip BlackBerry Brand Guidelines Posters 66 Examples – Posters 67 Sample supergraphic poster 1 Supergraphic_Poster_Sample_01.zip Sample supergraphic poster 2 Supergraphic_Poster_Sample_02.zip Supergraphic posters This series of examples shows variations on a supergraphicbased poster. Note the use of backgrounds and type. The brand-approved elements give you the flexibility to go from classic to youthful and create the right mood for your audience. If you’re creating a retail poster for an iconic BlackBerry product or service, you don’t always have to include a headline. As shown in the BBM poster on the right, you can let the graphic speak for itself. Sample supergraphic poster 3 Supergraphic_Poster_Sample_03.zip Sample supergraphic poster 4 Supergraphic_Poster_Sample_04.zip BlackBerry Brand Guidelines Posters Examples – Posters 68 69 Sample portfolio poster 1 Portfolio_Poster_Sample_01.zip Sample portfolio poster 2 Portfolio_Poster_Sample_02.zip When you’re creating a portfolio poster, remember: all the devices need to be in sharp focus. And be sure to accurately depict relative scale when you stitch device images together. Sample campaign poster 1 Campaign_Poster_Sample_01.zip Campaign posters Some BlackBerry products come with their own campaign elements, which exist outside of BlackBerry brand requirements. For example, the BlackBerry PlayBook™ poster (above) features a special gradient, background effect and pattern. If you’re working on a campaign that uses exceptions to the guidelines, speak with the BlackBerry Brand Marketing Team for direction. Once they’re approved, use those unique elements consistently. Sample campaign poster 2 Campaign_Poster_Sample_02.zip Single page brochure BlackBerry Brand Guidelines Examples – Single page brochure 70 71 The gate fold brochure is usually the first long-copy piece a BlackBerry customer will see. It provides an opportunity to showcase a new device at actual size. Designed to educate about a product or service, this brochure should be brief and engaging. Project BlackBerry® Curve™ 9360 Pre-Purchase Brochure File name Brochure_Sample_01.zip Specs 3.75"x 8.5" finished Grid 4x8 0.375" margins 0.125" gutter Body copy Trade Gothic Next Light 8/14, Track 0 White Headline Trade Gothic Next Light 46/46, Track 0 Purple gradient Legal Trade Gothic Next Light 5/7, Track 0 White Subhead Trade Gothic Next Bold 12/14, Track 0 C:45 M:100 Y:0 K:0 Logo BlackBerry Curve white version placed bottom right, spanning two columns Single page brochure 72 BlackBerry Brand Guidelines Examples – Single page brochure Sample BBM Music brochure Brochure_Sample_05.zip Sample BlackBerry Curve 9360 pre-purchase brochure 2 Brochure_Sample_02.zip Sample BlackBerry Curve 9360 pre-purchase brochure 3 Brochure_Sample_03.zip Sample BlackBerry Curve 9360 pre-purchase brochure 4 Brochure_Sample_04.zip Slim jim brochures can be single fold, three panel or four panel – you can vary the design according to the amount of content you’re laying out. 73 BlackBerry Brand Guidelines Small brochure 74 Examples – Small brochure Project BlackBerry® Torch™ 9850 Post-Purchase Brochure 75 File name Brochure_Sample_06.zip Specs 5"x 5" finished Grid 6x5 0.3" margin top 0.5" margin bottom 0.3" margin inside 0.3" margin outside 0.17" gutter Headline Trade Gothic Next Light 18/22, Track 0 Green gradient Subhead Trade Gothic Next Light 10/12, Track 0 C:90 M:0 Y:90 K:0 Small brochures tend to be saddle-stitched pieces, rich with information. Use the elements to create dynamic layouts that strike a balance between consistency and pacing. Body copy Trade Gothic Next Light 8/11, Track 0 White Legal Trade Gothic Next Light 4/6, Track 5 White Logo BlackBerry Torch white version on cover, placed top right Small brochure 76 BlackBerry Brand Guidelines Examples – Small brochure 77 Sample BlackBerry Torch 9850 post-purchase brochure Brochure_Sample_06.zip Create an editorial feel by using composites and lifestyle imagery to break up long streams of copy. BlackBerry Brand Guidelines Large brochure 78 Examples – Large brochure 79 Project Enterprise Brochure File name Brochure_Sample_07.zip Specs 8.5"x11" finished Grid 6x8 0.5" margin top 0.75" margin bottom 0.75" margin inside 0.5" margin outside 0.25" gutter Headline Trade Gothic Next Light 40/42, Track -10 Blue gradient This format works best for business-to-business documents, which tend to be produced for enterprise or technical audiences. Since these brochures and white papers are often mailed to customers and filed after they have been read, design them to standard sizes. Subhead Trade Gothic Next Light 12/15, Track 0 C:95 M:5 Y:5 K:0 Body copy Trade Gothic Next Light 9/12, Track 0 White Legal Trade Gothic Next Light 5/6, Track 0 White Logo Preferred white version on cover, placed top left BlackBerry Brand Guidelines Large brochure Examples – Large brochure Sample Enterprise brochure Brochure_Sample_07.zip 80 81 Vertical collateral 82 Project Healthcare Vertical Sheet File name Verticals_Sample_01.zip Specs 8.5"x11" BlackBerry Brand Guidelines Examples – Vertical collateral Grid 4x6 0.5" margins 0.1875" gutter Headline Trade Gothic Next Light 49/49, Track 0 C:95 M:5 Y:5 K:0 Subhead Trade Gothic Next Bold 16/18, Track 0 C:95 M:5 Y:5 K:0 Body copy Trade Gothic Next Light 9/14, Track 0 White Like all brochures, vertical creative can be content rich. Use relevant stock photography consistent with the photography guidelines. Callout Trade Gothic Next Light 8/11, Track 0 C:20 M:15 Y:15 K:30 Legal Trade Gothic Next Light 5/7, Track 0 C:20 M:15 Y:15 K:30 Logo Preferred white version, placed top right “Verticals” refer to specific industries BlackBerry serves, such as healthcare, financial services, government, manufacturing, infrastructure and small-to-medium sized businesses. BlackBerry promotes its vertical solutions with creative geared towards each industry. 83 BlackBerry Brand Guidelines Stationery 84 Examples – Stationery 85 BlackBerry is a global brand that needs to have a consistent voice. The stationery system has been designed to project a professional and precise image. Use it whenever you communicate on behalf of the brand. Use the standard business letter format for all correspondence. Choose Trade Gothic Next or Arial as your font. And avoid a wide column, as it makes lengthy letters difficult to read. Word templates are available on go/brand BlackBerry Brand Guidelines Environmental 86 Examples – Environmental 87 Environmental creative includes event displays, booths and installations. These high profile pieces need to follow the rules for the space or venue they will appear in, such as height and placement restrictions. And, like posters, any message you include needs to be short and inspirational. BlackBerry colors, typefaces and logo treatments work for environmental creative as well. BlackBerry Brand Guidelines Environmental 88 Examples – Environmental As you create environmental installations, go for big, bold and graphically simple designs to achieve life-sized impact. 89 Trade show – Enterprise Office environments – supergraphics Special event pavillion – sponsorships Trade show – consumer Public space/retail – demo installation Retail display Trade show – large installation Trade shows, corporate offices, retail settings, public spaces and special events – there are endless opportunities to create a powerful presence with the BlackBerry brand. Explore your options within the brand design system. Use the appropriate mix of elements to tailor your piece to the audience, the location and the event. Trade show – Enterprise BlackBerry Brand Guidelines Packaging 90 Examples – Packaging 91 All BlackBerry product and accessory packaging is designed and approved by Industrial Design and Brand. Every design for packaging should have a three-dimensional flow. Every surface needs to look and feel like BlackBerry. BlackBerry PlayBook packaging (above). BlackBerry Curve gift package (right). Presentations 92 The Toolkit includes a complete set of presentation templates to suit your project, including 4x3 for computers and 16x9 for flat screen monitors. As you design in Microsoft® PowerPoint®, keep in mind that people often print PowerPoint presentations as hard copy handouts. So make sure the minimum type size isn’t too small – especially if you’re using reverse type. 16x9 television screen template 4x3 computer screen template BlackBerry Brand Guidelines Examples – Presentations 93 Promo items 94 From BlackBerry branded t-shirts to pens, lanyards to leather goods, the BlackBerry Promo Shop has a full range of new promotional products designed by the Industrial Design and Brand teams. BlackBerry Brand Guidelines Examples – Promo items Purposeful products that reflect the brand personality and quality. The products are designed with the BlackBerry brand assets, and offer a full range of options to meet your needs. The effort is to ensure all promotional products are ordered from the Promo Shop in order to maintain brand consistency globally. blackberrypromoshop.com 95 Digital marketing 96 Brand identity module and guidelines for digital marketing are being developed and will be published shortly. BlackBerry Brand Guidelines Examples – Digital marketing 97 BlackBerry Brand Guidelines Examples – Before you press Submit Does it look like BlackBerry? 98 If the logos and trademarks were removed from your piece, would it still look like our brand? The elements – and the way they’re laid out – should convey BlackBerry on every page, surface or screen. Does it feel like BlackBerry? BlackBerry is open, inclusive and fearless. Keeping that in mind, ask yourself: does the layout invite viewers in? Does it reflect the brand’s energy? Is the overall tone optimistic and authentic? Does it have an interesting flow? Do the elements work together in a way that leads the eye? Is the copy clear and engaging? If it’s a longer piece, have you tried varying backgrounds and typography to keep it fresh? Before you press Submit All BlackBerry creative needs to be reviewed and approved by the BlackBerry Brand Marketing Team. To help speed approvals along, here are a few questions to consider before you send your work for review. Is every element there for a reason? Here’s an easy test: Look at your layout for five seconds. If nothing stands out, the layout is probably too busy. So if there’s something you can remove without any loss of comprehension or impact, consider omitting it. 99 BlackBerry Brand Guidelines 100 101 Toolkit 102 Contents and availablility Toolkit Toolkit – Overview Ready to get started? The Toolkit includes many of the elements described in this guide. It also contains working files that correspond to many of the pieces featured in the Examples section. BlackBerry Brand Guidelines Toolkit 102 Toolkit – Contents and availability Contents and availability 103 Looking for fonts, approved photography, supergraphics or a particular swatch? It’s all in the BlackBerry Brand Toolkit. Just email the BlackBerry Brand Marketing Team at [email protected] for access. And check back often for any additions or updates. Lifestyle imagery Swatch files Device imagery Usage imagery Logos Multistreams Trade Gothic Next is available upon request from the BlackBerry Brand Marketing Team. Typeface Contextual imagery Microsoft PowerPoint templates The Toolkit is the place for everything BlackBerry brand related. Supergraphics Examples Gradients BlackBerry Brand Guidelines 104 105 Legal 106 Approval process 107 Trademarks Legal Legal – Overview Throughout this guide, we’ve talked about the BlackBerry brand as a living entity, with its own personality and beliefs. It also has a trusted reputation. Trademarks and naming conventions protect that reputation. So please (yes, we’re asking politely) follow the instructions in the next section carefully. It’ll make for a strong brand. And it’ll keep our lawyers happy. BlackBerry Brand Guidelines 106 Approval process The BlackBerry Brand Marketing Team 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. Legal – Trademarks Trademarks Please allow a minimum of five (5) business days for the review process to occur. Submit all materials about the use of RIM marks for North America, Latin America, Asia Pacific, Europe, the Middle East and Africa via the automated brand approval system dropbox on blackberryapprovals.com Region selection will ensure the correct team reviews your material. Any direct queries for NA, LATAM or APAC are to be submitted, by email, to [email protected], and for EMEA, to [email protected] Research In Motion® (RIM®) owns the BlackBerry trademark and other trademarks. These trademarks symbolize our reputation and goodwill, and serve to uniquely identify our products and services. Please visit blackberry.com/names for a full listing of trademarks. 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. 107 © 2011 Research In Motion Limited. All rights reserved. BlackBerry,® RIM,® Research In Motion® 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.