Blackberry: Brand Guidelines

Blackberry

Table Of Contents Our History

01

Timeline 03 Mission Statement 06 Rebranding Objective 08 Brand Promise 09 Brand Personality 13 Yesterday’s Personality 16 Customer Profiles 17

Market Analysis

360 Brand Review/Swot Analysis 23 Strengths 26 Competitive Analysis 28 Competitors 29

21

Brand Development

33

The Old 36 The New 37 Break Out of the Ordinary 40 Logo Explorations 41 Chosen Logo 45 Marketplace Logos 48 Vector Explorations 50 Signature 52 Logo Finalization 55

New Brand 57 Our Logo 61 Logo Construction 64 Do’s/Don’ts 66 Typeface 70 Colors 71

Business Development Emerging Market 76 Ideas for Expansion 82 Advertising 93 Whats Next 95 Copyright Info 97

73

01

Our

r History

Our Story January 19th, 1999

September 18th, 1996

January 13th, 2013

RIM developed the first

The Blackberry 850

Blackberry creates the

Inter@ctive 900 pager.

was the first product

Q10 smart phone.

released under the Blackberry name.

February 4th, 1998

March 13th 2002

IBM purchases a whole

The first common

10 million dollars worth

Blackberry smartphone

of the Inter@ctiv800

is released.

pager due to the success of the 900.

04 September 23rd, 2013

October 2016

Fairfax financial who

Blackberry partners with

already had a 10% steak,

Ford Motor Company.

buys Blackberry for 4.7 Billion dollars.

September 20th, 2013

December 17th, 2014

Blackberry releases 40%

The Blackberry classic

Blackberry announces

of its workers due to

is released. It is later

partnership with Jaguar.

low competition in the

discontinued. It was the

mobile industry.

last Blackberry with a built in keyboard.

March 2018

06

Our Mission We are here to push the limits of all technology.

08 Rebranding Objective We want to be the trailblazing brand that people fell in love with. We want not only consumers, but all brands of the tech industry to know that Blackberry is taking us into the future.

09 Brand Promise We owe everything to our customers. As a business who gives you an outlet to share and communicate with eachother, we promise to hear you. We are here to make your life easier and this process works through collaboration. Progression happens as one society, and this is a journey that we want to go on with you. We will push to motivate and inspire you. We will change the way you look at technology.

11

Modernize.

Influence.

14 Brand Personality We are a brand that has risen up and adapted to this technology rush that has taken our world by storm. Electric, driven, and innovative are all qualities that we feel we possess in our new brand. It is as an exciting time as ever to push the boundries and not be afraid to take risks. We want to return to the days of us being the pioneers. I hope you’re ready because the new and improved brick breaker is back.

16 Yesterday’s Personality It was fun while it lasted, but adaptation is a key factor when you are in this industry. We made great products and were the envy of the entire cell phone industry. We had the attention and we became contempt. We are so inspired by what has happened in our world but we want to be a bigger part of the process.

17 Derrick Montgomerey Derrick is 32 years old and works in Finance. He is a very social person and due to the stress of his new job, the highlight of his week is going out after hours and having drinks with all of his buddies. He is single and active on a couple online dating apps.

Despite his want to have fun, Derrick is a very driven individual who plans on becoming a high level executive, settling down and having a family.

Sarah Brady- 24 Sarah is 24 years old and just moved to San Francisco from the midwest. She has really soaked in the modern lifestyle that the city has to offer. She enjoys drinking wine and watching movies.

Being raised in the midwest, she lived more of an analog lifestyle but has always had a lust for big city living. Sarah just graduated with a degree in Biology and is looking to begin a career working in the medical field.

19 John Brown- 56 John has been working as a commercial real estate broker for 30 years. He enjoys the finer things in life, a glass of scotch and a nice cigar. His wife works as a school teacher and his two sons are both going to UCLA. In the summers, John and his wife love to travel and spend time on their sailboat.

Lisa Douglas- 45 Lisa is a single mom of two daughters. She loves to be outdoors and runs 30 miles a week. Lisa prides herself on living a healthy lifestyle. She is casually dating but most of her time is spent on her daughters and life of fitness. When it comes to technology she is not the most savy person but she always has her daughters there to show her the ropes.

21

Market Analysis

23 360 Brand Review The technology market is one of the most important markets that we have today. Technology defines how society operates, how we interact with eachother, and how we entertain ourselves.

It is competitive which means that some of the best minds in the world are trying to find efficient ways to better technology.

We have been a big part of this tech revolution but we have also been left in the dust. Society has changed and we have not adapted accordingly. With this understanding, we know that as a brand we need to work for the future.

Strength Blackberry is an established brand that people already know is reliable. At the very early stages of the recent tech revolution Blackberry dominated cell phone markets and built up an enourmous amount of credibility that still lives in consumers minds today.

Weakness Everything has become touch screen and Blackberry’s are known for their unique design and keyboard. Blackberyy wanted to spearate themselves, but that style has become outdated and people have not reponded well to it.

Oppurtunity People have become numb to the same companies controlling the market. It opens the oppurtunity to storm the market and give the people something new and fresh to look forward to.

Threat With Apple and Samsung controlling the market-share, there are hundreds of companies always cometing for a smaller piece of the pie.

Strength We know what it takes. We create for the people, to make their lives easier. At the end of the day there will not be a company around that cares more about the consumer than we do. Our insight and execution is what will put us above the competiton. We look at all the adversity we’ve faced in the past few years as fuel to push us to be the best company we can be.

26

28 Competitive Analysis Technology has taken over everything. We helped spark this wave almost twenty years ago and have watched as companies have pushed the boundries of what we thought was possible.

We are here to bring the same thrill that we brought society all those years ago. We understand that this is not the same environment we started out in. We also don’t care.

29 Current Competitors Apple Samsung HTC Sony LG Nokia

Adjacent Competitors NASA Tesla Google Microsoft Amazon Nike

Aspiring Competitors SunRun Phillips DJI Innovations Clearblade Enterprises Thermo Fischer Scientific General Electric

33

Brand Develo

opment

36 The Old Although it may seem like we have disappeared, we have gone through many years of trial only to see our market share being depleted. We want to be the trailblazing brand that people fell in love with. We want not only consumers, but all brands of this crazy tech industry to know that Blackberry is taking us straight into the future.

37

The New We are a brand that wants to explore the world of technology. In this day and age the possibilities are endless when it comes to making life simpler. To the future and to wowing all of the world.

40 Break Out Of The Ordinary Being one track minded is something that can hold you back no matter what the task. We will continue to strive for greatness and service the complex enigma that is technology. We will branch out and achieve things that will have people saying,

“I thought Blackberry just made cell phones�.

41

Revamp.

Connect.

45 Chosen Logo

Marketplace Logos

48 Symbols of the Future There are many great brands that have helped push the tech revolution. We again are one of those great brands. We don’t want to just fit in with todays tech companies, we want to stand out. It is very easy to be overlooked in such a competitive industry, and thats why we keep are focus straight ahead.

49 Iconic When you think of an Icon you think about someone who is famous and attracts a lot of attention. We want to become the Iconic brand that changed the tech industry in multiple ways. Our logo will not hold us to just one industry. We have plans, very big plans for the future.

Blackberry

Blackberry Blackberry Blackberry Blackberry

Blackberry

52 Font Explorations Every person in the world is unique in the way that they sign their name. This is how people leave their mark so nobody can replicate it. A signature that will give assurance that you will uphold any document that lies next to your name. We will leave our mark on the world, and we will be accountable for anything next to our name.

55 Finalization It’s Here Simple and visually pleasing. We created a symbol that will be recognized all over the world and will inspire people to want to innovate. We are extremely excited to present our brand new logo to the world, but now the real work begins.

Blackberry

New Brand

58

Fresh.

60

Together.

61

Our Logo

Blackberry Blackberry

1x

1x

C 3.5x

7x

3x

.5x 1.5x

11.5x

64 3.5x

7x

.5x

1x

Blackberry

Blackberry

b

ry r e

B

k lac

Blackberry

Blackberry

Blackberry

66 Do’s The logo is meant to be displayed in only black and white. In order to get the ratio right for the rest of the logo, you take the dimmension of the lowercase “c” in Blackberry which is 1x by 1x. The logo is only meant to be directly to the right of the logo, or directly below the logo.

Don’ts Do not change the color of the logo to anything other than black and white. Do not change the font. There are no outinles allowed on the logo. You must use the adjusted font. Nothing goes in the interior of the logo other than solid white or solid black. Do not take the base ratio from any other letter aside from the lower case “c”.

Primary Typeface

LaoSangam MN

AaBbCc0123 ABCDEEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*()

Secondary Typeface

70

Georgia Regular

AaBbCc0123 ABCDEEFGHIJKLMNOPQRSTUVVWXYZ

abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*()

71 Colors RGB

R=0 G=0 B=0 C=0 M=0 Y=0 K=100

R=165 G=48 B=35 C=24 M=93 Y=99 K=18

R=128 G=128 B=128 C=52 M=43 Y=43 K=8

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Busi Deve

iness elopment

76 Emerging Market Technology is improving every single day and we recognize the opportunity. There are new markets today that did not exist 10 years ago. 10 years from now there may not be a need for many of the current markets. For most companies it’s all about preparing and adapting for the future markets.

78 Ideas For Expansion Laptops TV Streaming Medical Equipment Car Navigation Video Games TV’s Scooters Ride Share Virtual Reality Watches Printers Cars Robotics Energy Education

Smart Farming/Agriculture Nano Technology Artificial Intelligence Security Drones Speakers Sports Technology Power Tools Tractors Aviation Electricity Military Technology Food Delivery Space Exploration Film/Photography

79

Refined.

Forward

Aritificial Intelligence That little voice in Einsteins head has come to life. Another name for it is Artifcial Intelligence. This is allowing us to do things that we never knew were possible. This is what gives machines direction to not only function, but to adapt. One of the most ground breaking achievements using artificial intelligence is the self-driving car.

Virtual Reality VR is a computer generated simulation of a real life situation. It helps people deal with realistic situtations without being in harms way. Not only does it benefit peoples training for definitive situations but is great for all sorts of different types of entertainment.

Drones Drones have been around for a while now but they have only touched the surface of what they are capable of achieving. People love drones for the purpose of entertainment but they are a revolutionary piece of technology.

Military, search and rescue, any type of delivery, and emergency are all ways that drones can help take some complications out of the equation.

Robotics Robotics has always been seen as a thing of the future, but the future is here. Robots can help our society in so many way. They can be used for more effcient ways to run businesses and elimintate a lot of problems today.

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Solar Energy We are constantly trying to find more ways to help our environment and find more efficient ways to live. A new type of energy known as “perovskite” has come to surface and is being called the future of energy. With this new discovery it’s time start exploring it’s capabillities.

Laptops Our world is run by computers and Blackberry already makes computers that can fit in your pocket. Bigger more powerful computers can be used for much more and is a market that Blackberry can definitely penetrate.

83 Nano Technology Although it is still in the research and development phase, nano technology is one of the most innovative forms of technology our world has ever seen.Nano technology involves tiny machines working at microscopic scale to help cure disease. This type of technology has the ability to not only help people, but animals, food and the environment can also benefit.

Smart Farming With the environment changing and becoming more and more unpredictable, it is extremely important that we find better ways to harvest our food. This could include the use of sensors in our soil and air, as well as many other automated technologies within our agriculture.

86 Medical Equipment The medical industry has being doing amazing things for years, and they are often where we see technology having the biggest impact. However it constantly changing as we are learning new things every day and there are still millions of problems out there waiting to be solved.

89 Security As technology becomes more and more sophisticated online attackers are becoming more and more of a threat. With all the private information people are storing on the internet, it is important to have a trusted form of cyber security.

Car Navigation Blackberry has partnered with car companies before but not long term. There are opportunities to create technolgy to help drivers have the most efficient route to their destination. With self driving cars getting ready to enter the market, this could be a huge oppurtunity.

Sports Technology Technology in sports has started to take a huge role in todays world.

Whether it is for training purposes or rehabilitation purposes athletes are performing at the highlest level that they ever have. Not to mention it would just be really cool.

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93 Advertising

95 What’s Next Now comes the time to create. This is the part that we are very excited about. Creating products and leaving a legacy derived around helping people and pushing the limits of expectations.

We recognize that it will be a challenge but we are ready to take it on. The noise is coming.

97 Copyright 2018 Christopher Salas All content for Blackberry was conceived, designed, and produced by Christopher Salas.

Writing and edited supplemented by Christopher Salas. Photography provided by Emily Hamilton, emilyhamiltonphoto.com. The only exception is the Blackberry Corporation which was taken from us.blackberry.com.

Design Consultation Roger Muller, ADV 370 Brand and Branding Academy of Art University Some of the photographs and images were downloaded from www.pexels.com, and are used in accordance with the Creative Commons License. License the book is a non-commercial work produced as a student project for educational purposes, and I such is considered a derivative work under the Fair Use Clause of the US Copyright Law. Manufactured in the USA