20168 Brand Identity Motorola

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Motorola Design Guidelines Version 1.1 November 2001

2.4SECTION 2 4.1 THE MOTOROLA BRAND IDENTITY: MOTOROLA CORPORATE SIGNATURE

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Table of Contents

2.6 Legal

3.4 Alignment Grid

3.6 The Primary Square

A NEW LOOK

The Motorola corporate signature is among the most

recognized brand symbols in the world. Since its intro-

duction in the 1950s, the design of the signature has

evolved as our company and markets have changed.

We are introducing another evolutionary change at this

time. The change involves a slight modification to the

emsignia (batwing) logo and the addition of the brand

promise phrase, Intelligence Everywhere ™ .

These changes to the Motorola corporate signature

were driven by our strategy to unify marketing efforts,and to have all business units go to market as One

Motorola. Central to this strategy was the introduction

of the Intelligence Everywhere ™ brand promise. The

objective of the brand promise is to provide the unifying

“umbrella” for our rather diverse set of products and

services. It enables all Motorola businesses to

communicate a consistent Motorola brand message.

Intelligence Everywhere ™ is a shorthand way of

expressing the human benefits of our technology –

the technology that makes things smarter and life

better for people.

In March 2001, Motorola launched an advertising

campaign to introduce the Intelligence Everywhere ™

brand promise and a new Intelligence Everywhere ™ logo

It was our hope and intention that this new Intelligence

Everywhere ™ logo would carry our message around the

world and replace the traditional Motorola identity as

the “signoff” to our advertising and other marketing

applications. Since the launch we have learned that

the logo was not accomplishing that objective.

Consequently, we revised the approach to ensure we

clearly communicate the association of brand Motorolaand our brand promise, Intelligence Everywhere ™ .

The result is this new look to the Motorola corporate

signature.

We will continue to use the Intelligence Everywhere ™

logo at Motorola-branded venues such as trade shows

and events, and on internal applications.

The following pages contain all the details for proper

application of these logos. Please review these

guidelines and make sure all members of your team

understand and apply them to all applicable situations

Motorola corporate signature

The “ring”emsignia is no longer in use. It has been replaced by the solid disc emsignia.




2.4.2SECTION 2 THE MOTOROLA BRAND IDENTITY: MOTOROLA CORPORATE SIGNATURE – ACCEPTABLE CONFIGURATIONS

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Table of Contents

2.6 Legal

3.4 Alignment Grid


The Motorola corporate signature consists of the

custom designed logotype and emsignia, which is

a stylized “M” contained in a solid disc. “Emsignia”

is a word coined at Motorola for our unique symbol,

sometimes call the “batwing,” “M symbol” or “circle

M.” The Motorola corporate signature will be used

in all situations. It will also be the identifier on our

products.

There are two permitted configurations of the

Motorola corporate signature: horizontal and vertical.

The horizontal version is preferred in all applications.

If the vertical version is the only option, the emsignia

is centered above the logotype. This version may be

used in applications where space is limited, such as a

tall and narrow usage area. In all other cases, it may

be appropriate to emphasize the Motorola emsignia.

No other relationships of these two identity elements

are to be used. Consistent use of these configurations

will ensure the integrity and memorability of the

Motorola signature.

Please use only approved master reproduction art

and follow explicitly all standards and specifications

outlined in these guidelines.

Horizontal configuration – preferred

Vertical configuration – should be used only

when there are spatial constraints

Emsignia Logotype

Corporate Signature

Motorola

corporate

signature




2.4.3THE MOTOROLA BRAND IDENTITY: MOTOROLA CORPORATE SIGNATURE – SPECIFICATIONS

SECTION 2

4.1.1

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Table of Contents

2.6 Legal

3.4 Alignment Grid


Area of isolation

Minimum size (horizontal) Minimum size (vertical)

1.27" (3.23 CM)

1" (2.54 CM)

X

The illustrations to the

right explain the key

measurements that

make up the Motorola

corporate signature.

Approved artwork is

available on the

Corporate Identity

intranet site at

http://identity.mot.com.

AREA OF ISOLATION

The Motorola corporate

signature must always be

surrounded on all four

sides by a clear space of

at least 2X, where X

equals the height of the

letters in Motorola. This

is the minimum distance

to place any other graphic

element or type to ensure

readability.

MINIMUM SCALABILITY

The smallest allowable

size for the Motorola

corporate signature is

shown to the right.

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

Y

1/2Y




2.4.4SECTION 2 THE MOTOROLA BRAND IDENTITY: MOTOROLA SIGNATURE WITH THE INTELLIGENCE EVERYWHERE ™

BRAND PROMISE

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Table of Contents

2.6 Legal

3.4 Alignment Grid


The Motorola signature with the Intelligence

Everywhere ™ brand promise consists of three

components: a solid disc emsignia, the Motorola

logotype, and the words Intelligence Everywhere ™ .

Size and spatial relationships referenced on the following

pages must be followed. The Intelligence Everywhere ™

brand promise will be presented around the world in

an English-only version. The only exception to this rule

is that we will permit translation into French-Canadian

for use in Quebec and into Chinese, as translation is

a legal or commercial requirement in these countries.Artwork for translations is located on the Corporate

Identity intranet site at http://identity.mot.com.

The Motorola emsignia, logotype and brand promise,

and their relationships to each other, were carefully

developed to express our name and brand image. They

must not be re-created, redrawn or reconfigured under

any circumstances. Please use only approved master

reproduction art and follow explicitly all standards

and specifications outlined in these guidelines.

ACCEPTABLE CONFIGURATIONS

There are two permitted configurations of the Motorola

signature with the Intelligence Everywhere ™ brand

promise: horizontal and vertical. The horizontal

version is preferred in all applications.

If the vertical version is the only option, the emsignia

is centered above the logotype with the brand promise

centered below the logotype. This version may be used

in applications where space is limited, such as a tall

and narrow usage area. No other relationships of these

three identity elements are to be used. Consistent use

of these configurations will assure the integrity andmemorability of the Motorola signature and brand promise.

Horizontal configuration – preferred

Vertical configuration – should be used only

when there are spatial constraints

Emsignia Logotype

Brand promise

Motorola

signature with

brand promise




2.4.5THE MOTOROLA BRAND IDENTITY: MOTOROLA SIGNATURE WITH THE INTELLIGENCE EVERYWHERE ™

BRAND PROMISE – SPECIFICATIONS

SECTION 2

4.1.1

Related Links

Table of Contents

2.6 Legal

3.4 Alignment Grid


Area of isolation

Minimum size (horizontal) Minimum size (vertical)

1.5" (3.8 CM)

1" (2.54 CM)

X

The illustrations to the

right explain the key

measurements that make

up the Motorola signature

with the Intelligence

Everywhere ™ brand

promise. Approved

artwork is available on

the Corporate Identity

intranet site at

http://identity.mot.com.

AREA OF ISOLATION

The Motorola signature

with the Intelligence

Everywhere ™ brand

promise must always

be surrounded on all four

sides by a clear space

of at least 2X, where X

equals the height of the

letters in Motorola. This

is the minimum distanceto place any other graphic

element or type to ensure

readability.

MINIMUM SCALABILITY

The smallest allowable

size for the Motorola

signature with the

Intelligence Everywhere ™

brand promise is shown

to the right.

X

X

4/5X1 1/3X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

1 1/3X 4/5X

Y

1/2Y




2.4.8SECTION 2 THE MOTOROLA BRAND IDENTITY: THE MOTOROLA SIGNATURES – COLOR OVERVIEW AND SPECIFICATIONS

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Table of Contents

2.6 Legal

3.4 Alignment Grid


The Motorola corporate signature, the Motorola

signature with the Intelligence Everywhere ™ brand

promise and the Intelligence Everywhere ™ logo, when

used in design applications, must only be reproduced in

black or reversed out of a background color to white.

The logos may be placed over any background color or

image. However, both the logo and background color

must be selected accordingly to maximize readability.

On a light background, the logo is positive, with the

“batwing” of the emsignia transparent to show the color

of the background over which it is placed.

On a dark background, the logo is negative (white)

with the “batwing” transparent to show the color of

the background over which it is placed.

Motorola corporate signature

Motorola signature with the Intelligence Everywhere ™ brand promise

Intelligence Everywhere ™ logo




2.4.9SECTION 2 THE MOTOROLA BRAND IDENTITY: BACKGROUNDS – TEXTURES, COLORS, PHOTOGRAPHY – DO’S AND DON’TS

Related Links

Table of Contents

2.6 Legal

3.4 Alignment Grid


In situations where the Motorola corporate signature,

Motorola signature with the Intelligence Everywhere ™

brand promise or the Intelligence Everywhere ™ logo

must be placed on a textured background or photographic

image, there must be sufficient contrast between the

logo and the background to ensure readability and impact.

The background must not be visually “busy” in the

area behind the logo.

Logo color has good contrast with background. Logo color provides insufficient contrast or is visually busy.



Intelligence Everywhere ™ must never be used as a key

word graphic (Section 3.12).

All uses of Intelligence Everywhere ™ in text must be in

a distinctive type-style (e.g., Intelligence Everywhere ™ ;

Intelligence Everywhere ™ ) and include prominent

placement of the Motorola signature with the

Intelligence Everywhere ™ brand promise in the same

document.

All uses of Intelligence Everywhere ™ must be consisten

with the style guidelines published by the CorporateIdentity Office, a department of the Chief Marketing

Office, and utilize approved artwork available on the

Corporate Identity intranet site at http://identity.mot.com

These guidelines are not intended to restrict creativity

or flexibility, but rather to help ensure usage that is

consistent with company policy and good trademark and

branding practices. Exceptions to the above guidelines

or deviations from Legal Department advice must be

reviewed and approved by the Corporate Identity Office.


2.6SECTION 2 1.1 THE MOTOROLA BRAND IDENTITY: LEGAL – INTELLIGENCE EVERYWHERE ™

TRADEMARK USE REQUIREMENTS

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Table of Contents

2.4 MotorolaCorporate Signature

Consistent with Motorola corporate trademark policy,

the following guidelines must be adhered to when

using the Intelligence Everywhere ™ trademark.

All uses of Intelligence Everywhere ™ must be followed

by the trademark symbol “TM” in a font size which can

be easily read.

Except for stand-alone uses of Intelligence Everywhere ™

described in the Basic Corporate Identity Standards,

Intelligence Everywhere ™ shall always be used as an

adjective modifying a noun (e.g., Intelligence Everywhere

™

products; Intelligence Everywhere ™ . The technology that

makes our products smarter).

Intelligence Everywhere ™ shall never be equated with

a concept, idea or abstract noun (e.g., Intelligence

Everywhere ™ . It’s an idea whose time has come;

Intelligence Everywhere ™ . The driving force behind

Motorola).

Intelligence Everywhere ™ shall never be used as a noun

or verb (e.g., Motorola puts Intelligence Everywhere ™ ;

Soon, Intelligence will be Everywhere; Intelligence

Everywhere ™ helps create a connected universe).

Intelligence Everywhere ™ must never be used alone;

it is always used in text or with the Motorola corporate

signature.

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20168 Brand Identity Motorola