BlackBerry Branding Guidelines Version 4.0 last updated: March 2007 Table of Contents 1.0 Introduction 4.0 Graphic Elements 1.1 Terms and Conditions . .1 4.1 Build. .18 1.2 Trademarks . .2 4.2 Color Palette – for Business Marketing Materials . .19 1.3 BlackBerry Naming System . .3 4.3 Color Palette – for End-User Materials . .20 1.4 BlackBerry Naming Misuse . .4 4.4 Typography . .21 4.5 Voice Words . .22 2.0 The BlackBerry Brand 4.6 Treatment of Voice Words . .23 2.1 What’s a Brand? . .6 4.7 Imagery . .24 2.2 The BlackBerry Brand Promise . .7 4.8 Smartphone Imagery . .25 2.3 The BlackBerry Brand Personality . .8 4.9 Smartphone Imagery Misuse . .26 4.10 Data Flow Patterns . .27 3.0 The BlackBerry Logo 4.11 Alternate Data Flow Patterns . .28 4.12 Cropping the Data Flow Patterns . .29 3.1 The BlackBerry Logo . .10 4.13 Data Flow Pattern Application – Color Background . .30 3.2 Clear space and Minimum Size . .11-12 4.14 Data Flow Pattern Application – Photographic Background . .31 3.3 Logo Color Variations . .13-14 3.4 Logo Misuse . .15 3.5 Logo Placement . .16 5.0 Graphic Style 5.1 Visual Elements . .33 5.2 Visual Elements Misuse . .34 BlackBerry Branding Guidelines Version 4.0 Introduction 1.1 Terms and Conditions The BlackBerry® brand is a valuable asset of However, when requesting Co-op Funds and/or Research In Motion Limited (RIM). Your use of the MDF reimbursement, adherence to these trademarks, trade names, service marks, logos BlackBerry Branding Guidelines will help to or images of RIM (collectively the “RIM Marks”) expedite processing, approval and reimbursement. contained in the BlackBerry Branding Guidelines These BlackBerry Branding Guidelines define is limited to the use licensed in the agreement consistent guidelines and standards for using you signed with RIM. If a trademark license is the names, logos and imagery ascribed to the not included in your agreement with RIM, you BlackBerry products and services and apply are prohibited from using the RIM Marks without to all advertising and promotional materials, the express written permission of an authorized regardless of their source of funding. representative of RIM Marketing Communications. Approval Process As a partner, you are required to comply with RIM Marketing Communications needs to review these BlackBerry Branding Guidelines. It is and approve the content of any advertisement, essential that you ensure that all personnel collateral or promotional materials containing responsible for producing ads, direct mail pieces the BlackBerry wordmark, logo or imagery prior and other promotional materials review them, to it being released. Please allow a minimum understand them and implement them properly of five (5) business days for the review process and consistently. to occur. Please submit all materials and direct Adherence to these BlackBerry Branding any questions about use of RIM Marks to RIM Guidelines does not guarantee that RIM will Marketing Communications ([email protected]). provide co-operative marketing funds (“Co-op Funds”) or market development funds (“MDF”). BlackBerry Branding Guidelines Version 4.0 page | 1 1.2 Trademarks The following marks are applicable for materials created BlackBerry Trademark Rules 7. Use a Notice of Ownership and Disclaimer. A for use in North America and for global distribution. prominent notice should be used when any of the 1. Use the RIM Marks as adjectives, not nouns. Avoid using the RIM Marks as nouns. A trademark RIM Marks appear on materials or web sites. See the RIM Registered Marks and Trademarks is an adjective to be used with the noun it modifies. “Trademark Disclaimer” section for the appropriate When referencing BlackBerry products and services, use The BlackBerry wordmark should never be used alone. trademark notice. RIM Marks as adjectives. Avoid using the RIM Marks The BlackBerry®smartphone is… 8. Do not alter the RIM or BlackBerry logos. generically, as nouns or verbs and do not use them in The BlackBerry®is… Incorrect use of the RIM or BlackBerry logos the plural or possessive form. Also, be sure to follow the compromises the integrity and effectiveness of the additional rules set out in the BlackBerry Trademark Rules 2. Use the RIM Marks as adjectives, not verbs. logos. To ensure accurate and consistent reproduction section on this page. Avoid using the RIM Marks to describe the of the logos, never alter, add to or attempt to performance of an act. recreate the logos. Always use the approved digital RIM Marks that appear in the following list with a I will respond to your email using my work available from RIM Marketing Communications registered trademark symbol (®) are registered with BlackBerry® smartphones ([email protected]) You may only use the RIM or the U.S. Patent and Trademark Office and may be I will BlackBerry you. BlackBerry logos or RIM Marks if you have obtained pending or registered in other countries. prior approval from RIM Marketing Communications 3. Do not use the RIM Marks in plural or possessive form. and your use complies with these guidelines. The absence of a RIM mark from this list does not mean BlackBerry® smartphones that RIM does not use the mark, that the mark is not BlackBerrys, BlackBerries, BlackBerry’s Trademark Disclaimer a registered trademark or trademark of RIM or that the Use of any of the RIM Marks or imagery on printed BlackBerry product or service is not actively marketed 4. Do not alter the RIM Marks. or is not significant within its relevant market. BlackBerry®, Research In Motion®, RIM® materials and web sites must be accompanied Blackberry, blackberry, Research in Motion, Rim by a trademark disclaimer identifying them BlackBerry® as RIM Marks as follows: BlackBerry®Built-InTM 5. Do not combine the RIM Marks with other trademarks BlackBerry®ConnectTM or other words to form new trademarks. Research In Motion, the RIM logo, BlackBerry, the BlackBerry®PearlTM BlackBerry® Enterprise Server for Microsoft® Exchange BlackBerry logo and SureType are registered with BlackBerry and data flow logo BlackBerry® Enterprise Server – Microsoft® Exchange the U.S. Patent and Trademark Office and may be Research In Motion® Microsoft® BlackBerry®Enterprise Server pending or registered in other countries - these and RIM® other marks of Research In Motion Limited are used Use the proper symbol for the RIM Marks. Always RIM logo 6. under license. capitalize the product brand name and designate SureType® the trademark with the appropriate ™ or ® symbol. BlackBerry® BlackBerry™ BlackBerry Branding Guidelines Version 4.0 page | 2 1.3 BlackBerry Naming System Refer to Appendix A: BlackBerry Product Names for a complete list of names, including: • BlackBerry smartphone naming • BlackBerry product and component naming • BlackBerry®Connect™and BlackBerry® Built™ device naming • BlackBerry accessories naming BlackBerry Branding Guidelines Version 4.0 page | 3 1.4 BlackBerry Naming Misuse BlackBerry Nomenclature Misuse Correct Wording/Spelling/Capitalization Incorrect Wording/Spelling/Capitalization Research In Motion – always capitalize the “I” Research in Motion Research In Motion Limited – always spell out the word Limited Research In Motion Ltd. BlackBerry – always capitalize both B’s Blackberry BlackBerry – never abbreviate BB BlackBerry Enterprise Server – never abbreviate BES BlackBerry Internet Service – never abbreviate BIS SureType – capitalize “S” and “T” Suretype, suretype BlackBerry Enterprise Solution – capitalize and never abbreviate BES BlackBerry wireless solution – don’t capitalize; not an official product name BlackBerry Wireless Solution BlackBerry solution – don’t capitalize; not an official product name BlackBerry Solution BlackBerry 8700g (example applies to other smartphone model numbers as well – “BlackBerry” must always appear before the smartphone number) 8700g BlackBerry Pearl – “BlackBerry” must always appear before “Pearl” Pearl BlackBerry Branding Guidelines Version 4.0 page | 4 The BlackBerry Brand What’s a brand? Building an enduring brand Consistency is everything More than a name or a logo. A brand is a shorthand representation—often Achieving the goal of an enduring brand requires More than a name or a logo on a box. communicated in a single word or symbol—of a conscious, coordinated, consistent approach to And more, ultimately, than what the box contains. everything a company is, does and stands for. communications and behavior. That approach is That representation can be seen most clearly based on the understanding that every choice and What’s inside the box may change, after all–or be in promotional messages and in the quality of every decision—not advertising or collateral alone succeeded by some other product that’s better, faster the customer’s experience in buying, using and —communicates something to someone about the and less expensive. Sony, for example, has launched servicing a branded product. BlackBerry brand. new lines of television sets to keep pace with advancing display technologies. Though their But the brand’s representation communicates other, When the brand’s messages are developed ad hoc, venerable Trinition® televisions have been retired, less obvious aspects of the brand that are just as focused solely on the needs of the moment, they the power of the Sony®brand endures and draws important. A clear promise, for example, that is have no lasting impact and represent a short- customers to their new Grand WEGA, BRAVIA and important and memorable to customers. A distinc- sighted use of scarce marketing dollars. SXRD products. tive, recognizable personality that is inseparable from the brand itself, informing not only advertising But when messages are delivered within a consis- The guidelines that govern communications for and communications but behavior as well. tent framework and reinforce the brand’s promise BlackBerry products and services are part of a much and personality, their impact can be leveraged to larger effort — to build awareness, understanding boost awareness and heighten brand recognition and preference for the BlackBerry brand and and preference. Promotional dollars work twice as BlackBerry products and services in the markets in hard, serving short-term sales goals as well as which we compete.