blackberry brand guidelines 72dpi

Bran

dGu

idel

ines

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 story08 What we believe10 Brand personality

12 Principles14 BlackBerry for creatives16 Open space

18 Basics20 Logos24 Colors26 Gradients28 Palettes30 Typography32 The grid

34 Elements36 Multistreams38 Supergraphics

40 Photography42 Device imagery46 Lifestyle50 Photoshoots52 Usage56 Contextual

60 Examples62 Posters70 Single page brochure74 Small brochure78 Large brochure82 Vertical collateral84 Stationery86 Environmental90 Packaging92 Presentations94 Promo items96 Digital marketing98 Before you press Submit

100 Toolkit102 Contents and availablility

104 Legal106 Approval process107 Trademarks

07 06Brand story08 What we believe10 Brand personality

Bran

d st

ory

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

0908

Brand story – What we believeBlackBerry Brand Guidelines

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.

Whatwe

believe

1110

Brand story – Brand personality

DynamicPurposeful

FearlessOpen

All of our design elements relate to different characteristics, but collectively add up to express the full BlackBerry personality.

Brand personality

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.


13 12Principles14 BlackBerry for creatives16 Open space

Prin

cipl

esPrinciples – 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.


1514

Principles – BlackBerry for creatives

Be preciseChoose 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 authenticBlackBerry 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 purposefulStay 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.

BlackBerry for creatives


Principles – Open space

1716

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.


1918Basics20 Logos24 Colors26 Gradients28 Palettes30 Typography32 The grid

Basic

sBasics – 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.


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.

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.

Basics – Logos

Clear space: The cap height of the BlackBerry “B” determines the minimum clear space around the BlackBerry logo.

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 height of two data packets determines the minimum clear space around the BlackBerry emblem.

The emblem is available in the Toolkit, provided in black, white and gray. It should never be altered.

2120

LogosBlackBerry Brand Guidelines

Basics – Logos

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.

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.

2322

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.

Clear space: The cap height of the BlackBerry “B” determines the minimum clear space around the BlackBerry logo.


Logos

Colors

711C:10 M:100 Y:100 K:0R:218 G:33 B:40#DA2128

2726C:85 M:90 Y:0 K:0R:77 G:63 B:153#4D3F99

339C:95 M:0 Y:90 K:0R:0 G:169 B:92#00A95C

PANTONE WHITEC:0 M:0 Y:0 K:0R:255 G:255 B:255#FFFFFF

1925C:5 M:100 Y:60 K:0R:226 G:27 B:82#E21B52

2925C:95 M:50 Y:0 K:0R:0 G:115 B:188#0073BC

367C:50 M:0 Y:95 K:0R:140 G:199 B:71#8CC747

COOL GRAY 11C:50 M:40 Y:40 K:75R:50 G:53 B:53#323535

225C:5 M:95 Y:0 K:0R:225 G:41 B:145#E12991

2995C:95 M:5 Y:5 K:0R:0 G:168 B:223#00A8DF

108C:0 M:5 Y:95 K:0R:255 G:231 B:16#FFE710

429C:20 M:15 Y:15 K:30R:152 G:154 B:155#989A9B

248C:45 M:100 Y:0 K:0R:154 G:37 B:143#9A258F

715C:0 M:55 Y:95 K:0R:246 G:139 B:40#F68B28

877METALLIC SILVER SHOULD ONLY BE USED FOR PRINTED MATERIALS

Basics – Colors

PROCESS BLACKC:60 M:50 Y:50 K:100R:0 G:0 B:0#000000

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.

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.

PMS, CMYK and RGB swatch exchange (.ASE) files are available in the Toolkit.

632C:90 M:0 Y:40 K:0R:0 G:175 B:173#00AFAD

2524


Basics – 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.

Don’t use more than one gradient at a time. Apply gradients to headlines horizontally.

2726

GradientsMidpoint 55%c:10 m:100 y:100 k:0 c:5 m:95 y:0 k:0

Midpoint 60%c:10 m:100 y:100 k:0 c:45 m:100 y:0 k:0







CMYK and RGB gradient swatches are available as InDesign (.INDD) files in the Toolkit.


Basics – Palettes

2928 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.

Palettes


2925C:95 M:50 Y:0 K:0R:0 G:115 B:188#0073BC

2995C:95 M:5 Y:5 K:0R:0 G:168 B:223#00A8DF

632C:90 M:0 Y:40 K:0R:0 G:175 B:173#00AFAD

Midpoint 45%C:95 M:5 Y:5 K:0 C:85 M:90 Y:0 K:0


Use colors that are adjacent to each other on the color wheel. For example, warm colors, cool colors or neutrals.

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.

339C:95 M:0 Y:90 K:0R:0 G:169 B:92#00A95C

367C:50 M:0 Y:95 K:0R:140 G:199 B:71#8CC747

108C:0 M:5 Y:95 K:0R:255 G:231 B:16#FFE710

BOLdregular LIGH

TCondensedCondensed ItalicLightLight ItalicregularItalicBoldBold Italic

Trade Gothic Next Light is the preferred typeface for all communications materials.

Trade Gothic Next Regular can be used if technical constraints dictate.

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.

Typography

Trade Gothic Next Bold should be reserved for emphasis, but avoid overuse.

3130

Basics – Typography

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.

When system fonts are the only available option, Arial is an acceptable substitute.

The complete licensed typeface is available upon request from the BlackBerry Brand Marketing Team.


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.

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.

3332

Basics – The grid

The grid


A grid provides a framework for exploration. Use it to create dynamic layouts. Avoid checkerboard arrangements.

3534Elements36 Multistreams38 Supergraphics

Elem

ents

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.


Use the multistream as a full-page background only. Let it bleed off the edge of the page.

37

Elements – Multistreams

Multistreams

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.

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.

36 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.


3938

Elements – Supergraphics

SupergraphicsSometimes 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!

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.

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.


4140Photography42 Device imagery46 Lifestyle50 Photoshoots52 Usage56 Contextual

Phot

ogra

phy

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.


4342

Photography – device imagery

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.


Device imagery

4544

Composite imagesIn 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.

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.

Close croppedYou can close crop an image, just don’t alter or distort it.

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.

There are multiple image angles for every device, but the front view is preferred. Check the Toolkit for the latest selection.

Device imageryPhotography – device imageryBlackBerry Brand Guidelines

You can feature a device on a black, gray or white background.

4746

Photography – 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.

Lifestyle


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.

Lifestyle 4948

Photography – LifestyleBlackBerry Brand Guidelines

Photography – Photoshoots

51

StylingChoose casual or business wardrobes that reflect BlackBerry users: urban, put-together, polished but not slick. Makeup should be natural, not heavy.

LightingUse strobes or available light to achieve a natural, ambient look. Avoid strong color casts, lighting effects or lens flares.

DevicesWhen 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.

LocationLocations 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.

Photoshoots

If you’re directing a shoot, think reportage: natural lighting, a narrative feel and a depth of composition that includes fore, middle and background.

50


5352

Photography – 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.

Usage


5554 Usage

In keeping with all other BlackBerry photography, use shallow depth of field and interesting composition to isolate and accentuate BlackBerry devices.

Usage images should have a candid feel, with devices as the focal point.

Photography – UsageBlackBerry Brand Guidelines

Photography – Contextual

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.

5756

ContextualBlackBerry Brand Guidelines

59

Organic compositions and artful cropping will complement the precision of the underlying grid.

Photography – Contextual

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.

58

ContextualBlackBerry Brand Guidelines

61 60Examples62 Posters70 Single page brochure74 Small brochure78 Large brochure82 Vertical collateral84 Stationery86 Environmental90 Packaging92 Presentations94 Promo items96 Digital marketing98 Before you press Submit

Exam

ples

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.


6362

Examples – Posters

Grid6x10 1.5" margins 0.375" gutter

HeadlineTrade Gothic Next Light 160/160, Track -10 Blue gradient

SubheadTrade Gothic Next Light 38/52, Track 0 White

Call to actionTrade Gothic Next Light 31/40, Track 0 White

LegalTrade Gothic Next Light 9.5/10, Track 0 White

SupergraphicBBM

LogoPreferred white version placed bottom right, spanning two columns

ProjectBBM™ 6 Poster

File nameBBM6_Poster_Sample_01.zip

Specs22"x 28"

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.

PostersBlackBerry Brand Guidelines

Sample device poster 1Device_Poster_Sample_01.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.

6564



Sample supergraphic poster 1Supergraphic_Poster_Sample_01.zip



6766



Supergraphic postersThis series of examples shows variations on a supergraphic-based 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.


Campaign postersSome 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 portfolio poster 1Portfolio_Poster_Sample_01.zip

Sample campaign poster 2Campaign_Poster_Sample_02.zip

Sample portfolio poster 2Portfolio_Poster_Sample_02.zip

Sample campaign poster 1Campaign_Poster_Sample_01.zip

6968



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.

ProjectBlackBerry® Curve™ 9360 Pre-Purchase Brochure

File nameBrochure_Sample_01.zip

Specs3.75"x8.5" finished

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.

Grid4x8 0.375" margins 0.125" gutter

HeadlineTrade Gothic Next Light 46/46, Track 0 Purple gradient

SubheadTrade Gothic Next Bold 12/14, Track 0 C:45 M:100 Y:0 K:0

Body copyTrade Gothic Next Light 8/14, Track 0 White

LegalTrade Gothic Next Light 5/7, Track 0 White

LogoBlackBerry Curve white version placed bottom right, spanning two columns

Examples – Single page brochure

7170


Single page brochure

Sample BBM Music brochureBrochure_Sample_05.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.

Sample BlackBerry Curve 9360 pre-purchase brochure 2Brochure_Sample_02.zip



Examples – Single page brochure

7372


Single page brochure

Grid6x5 0.3" margin top 0.5" margin bottom 0.3" margin inside 0.3" margin outside 0.17" gutter

HeadlineTrade Gothic Next Light 18/22, Track 0 Green gradient

SubheadTrade Gothic Next Light 10/12, Track 0 C:90 M:0 Y:90 K:0



LogoBlackBerry Torch white version on cover, placed top right

ProjectBlackBerry® Torch™ 9850 Post-Purchase Brochure


Specs5"x5" finished

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.

Examples – Small brochure

7574


Small brochure

Small brochure

Sample BlackBerry Torch 9850 post-purchase brochureBrochure_Sample_06.zip

Create an editorial feel by using composites and lifestyle imagery to break up long streams of copy.

Examples – Small brochure

7776


Large brochure

Grid6x8 0.5" margin top 0.75" margin bottom 0.75" margin inside 0.5" margin outside 0.25" gutter

HeadlineTrade Gothic Next Light 40/42, Track -10 Blue gradient

SubheadTrade Gothic Next Light 12/15, Track 0 C:95 M:5 Y:5 K:0



LogoPreferred white version on cover, placed top left

ProjectEnterprise Brochure


Specs8.5"x11" finished

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.

Examples – Large brochure

7978


Sample Enterprise brochureBrochure_Sample_07.zip

Examples – Large brochure

8180

Large brochureBlackBerry Brand Guidelines

8382

Vertical collateralGrid4x6 0.5" margins 0.1875" gutter

HeadlineTrade Gothic Next Light 49/49, Track 0 C:95 M:5 Y:5 K:0

SubheadTrade Gothic Next Bold 16/18, Track 0 C:95 M:5 Y:5 K:0


CalloutTrade Gothic Next Light 8/11, Track 0 C:20 M:15 Y:15 K:30

LegalTrade Gothic Next Light 5/7, Track 0 C:20 M:15 Y:15 K:30

LogoPreferred white version, placed top right

ProjectHealthcare Vertical Sheet

File nameVerticals_Sample_01.zip

Specs8.5"x11"

“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.

Like all brochures, vertical creative can be content rich. Use relevant stock photography consistent with the photography guidelines.

Examples – Vertical collateralBlackBerry Brand Guidelines

8584

Stationery

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.

Examples – Stationery

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


Environmental

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.

Examples – Environmental

8786


Examples – Environmental

As you create environmental installations, go for big, bold and graphically simple designs to achieve life-sized impact.

8988

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.

EnvironmentalBlackBerry Brand Guidelines

Office environments – supergraphics

Trade show – large installation

Retail display

Special event pavillion – sponsorships Trade show – consumer Public space/retail – demo installation Trade show – Enterprise

Trade show – Enterprise

Packaging

BlackBerry PlayBook packaging (above). BlackBerry Curve gift package (right).

Examples – Packaging

9190

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.


Presentations

16x9 television screen template

4x3 computer screen template

Examples – Presentations

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.


9392

Examples – Promo items

Promo itemsPurposeful 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.


9594 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.

blackberrypromoshop.com

http://www.blackberrypromoshop.com

Digital marketingExamples – digital marketingBlackBerry Brand Guidelines

Brand identity module and guidelines for digital marketing are being developed and will be published shortly.

9796

Examples – Before you press Submit

Does it look like BlackBerry? 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?

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.

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.

Before you press Submit


9998

100Toolkit102 Contents and availablility

Tool

kit

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.


101

Lifestyle imagery

Contents and availabilityLooking 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.

Toolkit102

Gradients

Logos

Swatch files

Trade Gothic Next is available upon request from the BlackBerry Brand Marketing Team.

Typeface

Multistreams

Usage imagery

Examples

Device imagery

Contextual imagery

Microsoft PowerPoint templates

The Toolkit is the place for everything BlackBerry brand related.

103

Toolkit – Contents and availabilityBlackBerry Brand Guidelines

Supergraphics

mailto:brand%40rim.com?subject=Brand%20Approval%20Request

105 104Legal106 Approval process107 Trademarks

Lega

lLegal – 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.


107106

Legal – 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.

Please visit blackberry.com/names for a full listing of trademarks.

Approval process

Trademarks

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.

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.

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]


http://www.blackberry.com/names

http://www.blackberryapprovals.com

mailto:brand%40rim.com?subject=Brand%20Approval%20Request

mailto:brandemea%40rim.com?subject=Brand%20Approval%20Request

© 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.

blackberry brand guidelines 72dpi

Documents