Brand Guidelines
06 Brand story
34 Elements
08 What we believe 10 Brand personality
36 Multistreams 38 Supergraphics
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
60 Examples 62 70 74 78 82 84 86 90 92 94 96 98
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
08
What we believe
BlackBerry 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.
Brand story – What we believe
09
12
Principles BlackBerry for creatives Open space
Principles
14 16
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
Principles – Overview
13
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
BlackBerry Brand Guidelines
Principles – Open space
17
Open space
Logos 20
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.
BlackBerry Brand Guidelines
Basics – Logos
21
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.
24
Colors
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.
BlackBerry Brand Guidelines
Basics – Colors
25
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
367 C:50 M:0 Y:95 K:0 R:140 G:199 B:71 #8CC747
339 C:95 M:0 Y:90 K:0 R:0 G:169 B:92 #00A95C
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.
326 C:90 M:0 Y:40 K:0 R:0 G:175 B:173 #00AFAD
2726 C:85 M:90 Y:0 K:0 R:77 G:63 B:153 #4D3F99
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
28
Palettes 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.
326 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
BlackBerry Brand Guidelines
Basics – Palettes
Here are a couple of possible color palettes. Go to the Examples section to see how this theory works in practice.
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.
367 C:50 M:0 Y:95 K:0 R:140 G:199 B:71 #8CC747
108 C:0 M:5 Y:95 K:0 R:255 G:231 B:16 #FFE710
c:0 m:5 y:95 k:0
339 C:95 M:0 Y:90 K:0 R:0 G:169 B:92 #00A95C
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
32
A grid provides a framework for exploration. Use it to create dynamic layouts. Avoid checkerboard arrangements.
The gr
BlackBerry Brand Guidelines
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.
rid
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
Use the multistream as a full-page background only. Let it bleed off the edge of the page.
36
Multistreams
BlackBerry Brand Guidelines
Elements – Multistreams
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.
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.
37
40
Photography Device imagery Lifestyle Photoshoots Usage Contextual
Photography
42 46 50 52 56
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.
BlackBerry Brand Guidelines
Photography – Overview
41
Device imagery 44
Close cropped You 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.
BlackBerry Brand Guidelines
Photography – device imagery
45
Composite images 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. 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.
You can feature a device on a black, gray or white background.
48
Lifestyle
BlackBerry images have a narrative. Even in a group shot, an individual story should always stand out.
BlackBerry Brand Guidelines
Photography – Lifestyle
49
Every image should capture a moment – sharing, laughing, doing. BlackBerry users aren’t passive, and the imagery you select should reflect that.
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.
BlackBerry Brand Guidelines
Photography – Usage
53
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
60 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
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
Examples – Overview
61
Posters 64
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.
BlackBerry Brand Guidelines
Examples – Posters
65
Sample device poster 3 Device_Poster_Sample_03.zip
Sample device poster 4 Device_Poster_Sample_04.zip
Posters
68
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.
BlackBerry Brand Guidelines
Examples – Posters
69
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 72
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
BlackBerry Brand Guidelines
Examples – Single page brochure
Sample BBM Music brochure Brochure_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.
73
Small brochure 76
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
Examples – Small brochure
77
Large brochure 80
BlackBerry Brand Guidelines
Examples – Large brochure
Sample Enterprise brochure Brochure_Sample_07.zip 81
Stationery 84
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
Examples – Stationery
85
Environmental 88
As you create environmental installations, go for big, bold and graphically simple designs to achieve life-sized impact.
Office environments – supergraphics
Trade show – large installation
Special event pavillion – sponsorships
BlackBerry Brand Guidelines
Examples – Environmental
89
Trade show – Enterprise
Trade show – consumer
Public space/retail – demo installation
Retail display
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
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
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
100 Toolkit
Toolkit
102 Contents and availablility
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 – Overview
101
104 Legal
Legal
106 Approval process 107 Trademarks
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
Legal – Overview
105
© 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.