Rim _Visual Development Guide

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RIM- VISUAL DEVELOPMENT GUIDE

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RIM- VISUAL DEVELOPMENT GUIDE

THE FUTURE OF COMMUNICATION 06

CONTENTS

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Logo Research 09 Identity Evolution 11 Present and Future Competitors 13 Mission 15

Sketches 17 Logo Mark Development 19 Chosen Direction 25 Digital Exploration 31 Visually Similar Logos 35 Digital Refinements 37 Word Mark Exploration 39 Final Logo 41 Logo Mark Anatomy 43 Word Mark Anatomy 45

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Logo Research 09 Identity Evolution 11 Present and Future Competitors 13 Mission 15

RIM- VISUAL STRATEGY DEVELOPMENT GUIDE GUIDE

RIM’s Previous Logo

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Blackberry’s Previous Logo

LOGO RESEARCH

The Next Logo Would Be The future logo directions are to keep the design simple, connect to its previous logo and brand history of secured communication.

The next logo should also enable the extension of RIM’s future possibility. The logo should stick to the soul and reflect the mission. Overall it should depict a sense of securing data and secured communication.

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The Current Competitors In 2007 RIM was caught flat-footed by the overwhelming response to Apple’s new user friendly iPhone. It experienced bear continuous months of turmoil when iOS and Android continue to eat up the market it. Samsung takes aim at Blackberry enterprise servers.

Windows phone is manufactured by Microsoft who build security into Microsoft products and services. Some of these companies have tried to compete with Blackberry secured communication services but haven’t been as successful as BlackBerry.

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LOGO RESEARCH

The Future Competitors In the future RIM would compete with companies who manufacture military communication equipment. It would also compete with military service provided for secured communication.

So the competitor study helps to understand what RIM is and what RIM should not be doing as business. It also helps to identify its unique market.

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The New Rim Brand Would

DEFEND The ability to have protected communication without the possibility of information breach.

INTEGRATE The act of connecting different operations for 014

effective support, solutions and access to time sensitive information.

REINFORCE Strengthening and providing power to the leaders to face emerging challenges.

LOGO RESEARCH

RIM WILL PROVIDE POWER TO THE PROACTIVE LEADERS IN ORDER TO STAY SECURELY CONNECTED TO MEET THE EMERGING FUTURE CHALLENGES.

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Sketches 17 Logo Mark Development 19 Chosen Direction 25 Digital Exploration 31 Visually Similar Logos 35 Digital Refinements 37 Word Mark Exploration 39 Final Logo 41 Logo Mark Anatomy 43 Word Mark Anatomy 45

RIM- VISUAL DEVELOPMENT GUIDE

Logo Mark Development

A number of sketches were generated, considering the three different directions that were identified. This explorations would allow enough variety to determine what was important to discard and what had potential to be refined an carried forward.

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Keyword: Defend

SKETCHES

Some of the explorations included animal depiction of the brand, metaphorical aspect of the keyword, some were using the initials of RIM and BlackBerry and some of them revolved around the soul of secured communication.

Keyword: Defend

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The keyword ‘Integrate’ was visually interpreted as the act of connecting different operations for effective support, solutions and access to time sensitive information.

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Keyword: Integrate

SKETCHES

Again some explorations included the initials of the word mark and some depicted pieces coming together. But ultimately the pieces were data coming together as one collective data.

Keyword: Integrate

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The keyword ‘Reinforce’ was visually interpreted as strengthening and providing power to the leaders to face emerging challenges.

Some visual components included spring and arrows for direction.

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Keyword: Reinforce

SKETCHES

Showing some direction made more sense, but ultimately this keyword didn’t get robust visually as it made sense a branding direction. So there were limited options for this keyword.

Keyword: Reinforce

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Chosen Direction

After exploring different ideas in three different directions, the most appropriate direction was DEFEND. From there on, another set of sketches which not only meant defend, but also tried to communicate ‘Security’, ‘Information’, ‘Network’, ‘Connection’, ‘Operations’ and ‘Instant’.

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SKETCHES

Most of the visuals were the chess coin ‘Rook’, fort, and bits of data. This would allow to discard what wouldn’t represent all of these qualities and could elevate what could potentially be come the final logo.

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Some of the sketches were a combination of either two chosen visuals. The most potential ones were the one with data and the rook. That combination visually depicted the secured data idea.

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SKETCHES

While the rest of the sketches depicted the technology and connection to data and the rook. This set of exploration did not strongly depict the soul of the brand.

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The sketches explorations extended from shields to rook to data and took different forms to represent secured, connected and instant data.

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SKETCHES

Towards the end of the sketching exploration the quadrilateral made more sense as fortification. So the exploration continued in that shape and form with the same elements and intention of the brand. The exploration gave a clear insight of choosing symbolic elements to portray or communicate the logo elements.

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Digital Explorations

At this stage, fewer ideas and elements became the point of focus to narrow options down and begin series of digital versions.

Despite refining most of the sketches the one with the rook and data bits felt most appropriate.

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SKETCHES

The rook and the flying data form the shape of the shield or quadrilateral which overall gives a feeling of defence and security.

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The data forms were explored where it was connecting at certain parts and some data were just strands.

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SKETCHES

Finally the sketches and the digital explorations took a good shape of flying data and protection or security. The chosen one was taken forward for refinement.

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Similar Marks

To create a unique and distinctive mark, research was done to find logos that resemble the same elements of the designed logo. This was done in order to avoid using the styles or elements which are too similar to already existing logos.

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SKETCHES

Some observations were that most the logo were technology oriented with fine lines and most of the logo were blue. Some of the logo depicted the shield as protection and bits as data.

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Digital Refinements

Based on the visually similar logo’s the chose digital exploration logo was then refined keeping in mind the feel it should posses.

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SKETCHES

Some refinements were making the lines of various weights, using fine lines, using curved lines and some using bold lines but keeping it even spread of data.

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Word Mark Exploration

The word mark was designed based on the symbol and its boldness. Many appropriate typefaces where chosen and customized to have the visual similarity of the symbol.

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SKETCHES

Finally the typeface with equal weight as the data strand and the same angle as the data flow was chosen and modified as abbreviation word mark and a full name word mark.

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The Final Logo

Logo Mark and Vertical lock up

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Word Mark and Vertical lock up

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Anatomy Of Logo Mark

The rook ‘ Elephant’ on the chess board is known for its defense moves in the game. Elephants as animals are considered to be wise, strong and naturally dominant. That’s why the animal representation in a different form was chosen. Also the shape of the logo not only conveys the shield but it’s formed in a shape of a quadrilateral which is used by most castles or military area to defend themselves. The bits of strokes are the exchange of information packets.

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Anatomy Of Word Mark

To ensure consistency, the logotype was extracted from the same square grid used to craft the mark. Once the letter forms came out, they were modified by adding the movement of data to resemble the same treatment given to the logo.

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SELVA ANUJA selva.anuja@gmail.com