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The Bluetooth Brand Book

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The Bluetooth Brand Book is part of the Bluetooth specificationAs stated in the Bluetooth™ license agreement, all licensees have aworldwide non-exclusive, royalty-free right to use the Bluetooth brandand its elements in connection with marketing those products thatcomply with the Bluetooth specification.

The aim of the Bluetooth brand is to provide licensees with competitiveadvantages by communicating the consumer benefits made possible bythe Bluetooth technology in general, and how these benefits add valueto the specific product applications of the OEM.

When using the Bluetooth brand and its elements, licensees are obligedto follow the rules and guidelines presented in this book, as stated in thelicense agreement.

Telefonaktiebolaget LM Ericsson is the sole legal owner of the Bluetoothbrand, and has assumed the responsibility to protect its name and markthrough trademark registration. It is recommended but not obligatoryfor licensees to refer to the Ericsson ownership when applying theBluetooth brand.

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PURPOSEThe purpose of the Bluetooth Brand Book 6

THE BLUETOOTH TECHNOLOGY

Technology background 8

Technology in brief 8

THE BLUETOOTH BRAND PROMISE AND VALUES

Definition of brand promise 9

Definition of brand values 9

RULES AND GUIDELINES FORBRAND USAGE AND BRAND BUILDING

The Bluetooth brand 10

The Bluetooth name 10

THE BLUETOOTH MARKS AND TAGLINE 12

Figure mark color 15

The animated Bluetooth mark 16

Where and how to apply the Bluetooth brand elements 17

Further information on the Bluetooth brand elements 17

Complementary Bluetooth sounds/jingles 19

Availability of graphical/electronic marks 19

THE BLUETOOTH COPY PLATFORM 20

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PURPOSEThe purpose of the Bluetooth Brand Book

A brand is always a symbol for an underlyingconcept that is bigger or more comprehensivethan the physical product, technology or ser-vice that the brand covers. This is also truefor the Bluetooth brand.

The technology behind the Bluetooth brandis an open specification for wirelesscommunication between computers, printers,telephones and other electronic devices overshort distances. The fact that the technology,in principle, is available to any relevant OEMproducer within these product categories maylead to the conclusion that there is no needfor building a strong Bluetooth brand. On thecontrary, there are substantial commercialreasons for building a strong Bluetooth brand.

All computer, printer and telephone OEM’swill not make use of the Bluetooth technologyin the future. Moreover, there will be devicesincorporating competitive technologies.Therefore the most cost-effective way toposition the consumer benefits of the Blue-

tooth technology for licensees is to openly andfrequently promote the Bluetooth brand asan ingredient brand (subordinate to the OEMbrand).

New generations of the Bluetooth technologywill be more easily launched through the sup-port of a strong brand. The Bluetooth brandshould always be associated with efficient andreliable connectivity. Without this being widelyaccepted by the market, the promotion ofevery release of new technology generationswill have to start more or less from scratch.

Consequently, a strong Bluetooth brand willbe a valuable asset to all licensees. Thus it isimportant to ensure that the Bluetooth nameand mark are used consistently and referredto throughout the product communicationscarried out by all licensees.

The purpose of this book is to supportlicensees in the use of the Bluetooth name andmark, and to guide all those involved incommunicating the consumer benefits of theBluetooth technology.

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Any deviation from the rules and guidelinespresented in this book will have a negative im-pact on the perception of the Bluetooth brand.In order to facilitate the dialogue betweenlicensees on Bluetooth brand-building issues,communication via the Bluetooth homepage,www.bluetooth.com, is encouraged andwelcomed.

It is not just a question of connectingto the other side of the globe.

It is as much a question of connectingto the other side of the room.

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THE BLUETOOTH TECHNOLOGYTechnology background

In 1998 a group was established to managethe new communication technology. Thegroup included representatives from EricssonMobile Communications, Nokia MobilePhones, and the IBM, Intel, and Toshibacorporations. This became known as theBluetooth Special Interest Group (SIG). Theintent was to create an open specification (i.e.a global industry standard) for a short-range,cable replacement, radio technology for usein the mobile and business market segments.

It is estimated that before the year 2002 theBluetooth technology will be a built-in fea-ture in more than 100 million mobile phonesand several million other communicationdevices ranging from headsets and portablePC’s to desktop and notebook computers.

Technology in briefThe Bluetooth technology allows users tomake effortless, instant connections betweenvarious communication devices, such asmobile phones and desktop and notebookcomputers. Since it uses radio transmission,transfer of both voice and data is in real-time.The sophisticated mode of transmission

adopted in the Bluetooth specification ensuresprotection from interference and security of data.The Bluetooth radio is built into a smallmicrochip and operates in a globally availablefrequency band ensuring communicationcompatibility worldwide. The Bluetoothspecification has two power levels defined; alower power level that covers the shorter per-sonal proximity range within a room, and ahigher power level that can cover a mediumrange, such as within a home. Softwarecontrols and identity coding built into eachmicrochip ensure that only those units presetby their owners can communicate.

The Bluetooth technology supports both point-to-point and point-to-multipoint connections.With the current specification, up to seven‘slave’ devices can be set to communicate witha ‘master’ radio in one device. Several of these‘piconets’ can be established and linked togetherin ad hoc ‘scatternets’ to allow communicationamong continually flexible configurations. Alldevices in the same piconet have prioritysynchronization, but other devices can be set toenter at any time. The topology can best be de-scribed as a flexible, multiple piconet structure.

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THE BLUTOOTH BRAND PROMISE AND VALUESDefinition of brand promise

The Bluetooth brand is the promise of greaterfreedom, security, simplicity, versatility andreliability in connecting devices. This, in turn,simplifies people’s possibilities to commu-nicate with each other.

Definition of brand values

With reference to the brand promise state-ment, the values to be perceived as theBluetooth brand values that will influence thecontent and design of all Bluetooth brandedmarket communications are defined asfollows:

• Freedom• Security• Simplicity• Versatility• Reliability

The most obvious advantage of the Bluetoothtechnology is that it gives people the freedomto create simple yet secure and reliablecommunication solutions through wirelessconnections. This versatility enhances mobil-ity and provides innovative new ways forpeople and machines to interact. As a result,

an open and resourceful atmosphere can beestablished between people, which cancontribute to their individual fulfillment andjob satisfaction.

The brand promise is crystallized in thetagline ”Wireless connections made easy.”

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The Bluetooth brand

The Bluetooth™ brand consists of a numberof different elements that both individuallyand together make up the brand. Differentcommunication activities will demand diffe-rent applications of the brand elements.

The Bluetooth brand elements presentedbelow are:

• The Bluetooth name• The Bluetooth marks and tagline• The animated Bluetooth mark• Complementary Bluetooth jingles/sounds

The Bluetooth name

The heart of the Bluetooth brand identity isthe Bluetooth name, which refers to theDanish king Harald Bluetooth who broughtChristianity to Scandinavia and unified Den-mark and Norway.

The Bluetooth name is a trademark, and assuch its spelling cannot be changed. It is alwaysto be used in English; it must not be translatedinto other languages.

RULES AND GUIDELINES FOR BRAND USAGE AND BRAND BUILDING

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In order to protect the Bluetooth nameas a trademark:

• Always use the Bluetooth name as an adjec-tive accompanied by an appropriate noun.

• Never use the Bluetooth name as a noun.

For example, in English:

Always use the definite article when ‘Blue-tooth’ and ‘technology’ are used together.

Correct: The Bluetooth technology propelsyou into a new...

Incorrect: Bluetooth technology propels youinto a new...

• Do not pluralize the Bluetooth name, ormake it possessive (thereby making it anoun), or abbreviate it.

For example, in English:

Correct: The Bluetooth radio has a range of...

Incorrect: Bluetooth’s radio has a range of…

• Always use the proper spelling of theBluetooth name, and do not join theBluetooth name to other words, symbols ornumbers, either as one word or with ahyphen.

• When using the Bluetooth name for the firsttime in textual information, add the trade-mark symbol, TM. The superscript orsubscript format is preferred, but if this isnot possible then use the symbol inparentheses (tm).

• Do not make puns out of the Bluetoothname or portray it in a negative manner.

• Always use the Bluetooth name in the wayintended, and never associated with goodsor services not covered by an approvedlicensing agreement.

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x=0.5 of the figure mark height and width.The dotted lines define the boundaries of the clearspace and should never be printed.

Bluetooth markword mark

The Bluetooth mark consists of:• A figure mark designed with inspiration from

the shape of a Viking ship sail (HaraldBluetooth being a Danish king living in the10th century) and radio waves (ellipses).

• A word mark, Bluetooth.

Always make sure that the integrity of themark is preserved by making use of a “freezone” within which no text, picture, illustra-tion or other element shall be present.However, the exception is the Bluetoothtagline – see further below.

The trademark symbol ‘TM’ shall be printedas part of the Bluetooth word mark only whenit can be clearly recognized, otherwise it canbe omitted.

The Bluetooth mark can be reproduced with:

• Blue figure mark and black word mark onlight backgrounds.

• Black figure and word marks on lightbackgrounds.

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figure mark

THE BLUETOOTH MARKS AND TAGLINE

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• White figure and word marks on dark back-ground. The ellipses in the figure markshall be transparent to expose the back-ground color.

• In other cases the ellipses may be either blackor white.

The proportions of the letters forming theword mark and the proportion between thefigure mark and word mark must not bechanged.

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xx

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The Bluetooth tagline,“Wireless communi-cations made easy”, associated with theBluetooth brand promise and brand valuesshall be added to the Bluetooth mark when-ever possible.

The Bluetooth mark must not appear onlicensee products, product packaging, productpromotion literature, etc. without the licenseemark (or other licensee symbol) being present.Furthermore, the Bluetooth mark is to be app-lied in such a manner as to ensure that the licen-see brand is perceived as the product brand.

Whenever possible the Bluetooth figure markand the Bluetooth word mark shall be usedtogether. When this is impossible, they maybe used independently of each other.

The Bluetooth figure mark, stand-alone, isa trademark.

When the figure mark is reproduced as a three-dimensional icon, the ellipses shall berepresented in concave form.

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Figure mark colorPantone 286 coatedPantone 286 uncoated

Cyan: 100%Magenta: 60%Yellow: 0%Key: 6%

When an unmodified figure mark (withellipses) is shown on a computer or equivalentscreen, the lowest possible resolution allowedis 16x16 pixels. A figure mark below 16x16pixels is not permitted as it becomes unrecog-nizable as an identification icon. However, werecommend that the functionality icon asshown is used at either 8x8 or 6x6 pixels.

Unmodified Bluetooth figure mark as anidentification icon, 16x16 pixels.

Recommended fuctionality icon. The ringsat 6x6 pixels can indicate signal strengthand on/off.

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scene 1

scene 4

scene 2

scene 5

scene 3

scene 6

The animated Bluetooth mark

The Bluetooth mark has been animated in a28-seconds introduction accompanied by aunique fanfare.

The animation is created so that a number ofconcentric rings rotate (1) and then finally stopto form a static circular pattern (2). Thispattern then turns through 180° (3) andbecomes integrated into the Bluetooth figuremark/icon with its blue, soft triangular shapeand characteristic stretched ellipses (4). As afinal sequence, different letters of theBluetooth name fly through space until theyend up in the right place and order (5) so thatthe name becomes positioned correctly relativeto the figure mark to form the completeBluetooth mark (6).To download the animation, click BluetoothAnimation on www.bluetooth.com/marketing.

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Where and how to applythe Bluetooth brand elements

The Bluetooth brand elements can be appliedon licensees:

• advertisements

• direct mail units

• exhibition stands

• outdoor posters

• packaging

• point-of-sale material

• press material

• products

• product and sales literature

• radio/TV commercials

• websites

• and all other carriers of information relatedto the Bluetooth technology.

Further information onthe Bluetooth brand elements

• The Bluetooth melody has clear, appealingclassical overtones. The full length versionsruns for 28 seconds and comprises 3 dis-tinct sections of about 10 seconds each. Asrequired, each of these sections can beextended by few seconds to achieve thedesired length of time.

• A Bluetooth brand application librarywill be built up on the Bluetooth home-page, www.bluetooth.com.

• Information and advice regardingBluetooth brand applications can also beobtained from the Bluetooth brand mana-ger, who can be contacted at:brand.manager@bluetooth.com

• Graphical and digital Bluetooth marksand icons can be ordered free of charge.

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Licensee logo

The application of the Bluetooth brandelements shall follow the rules and guidelinespresented in this book. Of special importanceis to keep the following “do nots” in mind:

• Do not use any of the Bluetooth brandelements stand-alone without a licenseebrand element being easily recognizablenearby.

• Do not make the Bluetooth brand elementsdominate the licensee brand elements.

• Do not intrude on the free zones of theBluetooth mark and figure mark.

• Do not alter the design of the Bluetoothbrand elements in any way.

Licensee logo

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(on 2 octaves)

Complementary Bluetooth sounds/jingles

There are several different melodies availablefor use in film, on websites, etc. from a6-second melody tone to a 28-second fanfareaccompanying the animated Bluetooth markintroduction.To download the full version, click BluetoothMelody on www.bluetooth.com/marketing.

Availability of graphical/electronic marks

Several different sizes of electronic marks areavailable for adaptation on computer andtelephone displays, etc. Graphical/electronicmarks can be obtained from the Bluetoothbrand manager, or they can be downloadedfrom the Bluetooth website as given above.

No animations, sounds or jingles other thanthose presented here are allowed to be used inthe Bluetooth marketing activities.The melody’s tones are:

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To achieve the highest possible impact andavoid unnecessary confusion, the basicfunction and main features of the Bluetoothtechnology should be described and presentedas uniformly as possible. The followingdescriptions therefore serve as text platformsfor brochures, ads, editorials, press releases,etc., and it is in the interest of all licensees touse these platforms as a base for describingthe applications of the Bluetooth technology.

Bear in mind that the receivers of yourcommunication have different pre-knowledgeof what you are trying to communicate, andnot all of them are technological experts. Wetherefore recommend that you use the copyplatforms on page 21, 22 and 23 for moretechnical explanations of the Bluetoothtechnology and the descriptions on pages 24,25 and 26 for more general communication.

THE BLUETOOTH COPY PLATFORM

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conne c t iv i t y

ConnectivityThe Bluetooth technology supports bothpoint-to-point and point-to-multipointconnections.Several piconets can be established andlinked together ad hoc, and all devices inthe same piconet are synchronized. Thetopology can best be described as amultiple piconet structure.The full-duplex data rate within a multi-ple piconet structure with 10 fully loaded,independent piconets is more than 6 Mb/s.

Scatternet

Piconet, Point-to-Point Piconet, Point-to-Multipoint

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spe

edSpeedThe Bluetooth technology facilitateshigh-quality voice and data transmissions.It is designed to be fully functional evenin very noisy radio frequency environ-ments, and its voice transmissions areaudible under severe conditions.

The technology provides a transmissionspeed of 1 Mbit/s and its aggregate capa-city handles up to three voice channelssimultaneously.

Raw bit data point-to-point transmission speed and arelative comparison in kilometers per hour.

Space Shuttle(In orbit)

28.8 Modem ISDN Bluetooth Ethernet (LAN)

Bicycle Race Standard Car Fighter Aircraft(Full afterburner)

t t t t

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powe r

PowerThe Bluetooth technology limits the radiomicrochip’s output power exactly to thatactually required. If, for instance, the receiv-ing radio indicates that it is only a few metersaway, the transmitter immediately modifiesits signal strength to suit the exact range.

This feature dramatically reduces the radio’spower consumption as well as its radio sig-nal interference.Furthermore, the radio chip automatically

The Bluetooth low-power mode is onlyinterrupted by very short signals with the purposeof verifying an established connection

shifts to a low-power mode as soon as trafficvolume becomes low or stops. The low-power mode is only interrupted by very shortsignals with the purpose of verifying the esta-blished connection.

The Bluetooth radio consumes less than afew percent of the power compared with amodern mobile phone. The transmissionmode is only used as necessary, and alwaysfor the shortest possible period of time.

0.3 mA (listen)

0.03 mA (sleep)

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1. A Global Specification for Wireless Connectivity

The Bluetooth technology makes it possibleto connect any portable and stationarycommunication device as easily as switchingon the lights. Without a single inch of cable.The technology is based on a radio link thatoffers fast and secure transmissions of bothvoice and data. Your documents will be sentat a speed of 1 Mbit/s and the Bluetooth

technology will carry up to three high-quality voice channels simultaneously.The Bluetooth technology uses a globallyavailable frequency range ensuring commu-nication compatibility worldwide.

The Bluetooth technology is a global speci-fication for short-range wireless connectivity.

a global specification for wireless connectivity

a global specification

for wireless connectivity

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new dimension2. The new dimension

The Bluetooth technology propels youinto a new dimension in wirelesscommunication. A world where all digi-tal devices talk spontaneously. Whereconnectivity between computers, mobilephones and portables is as simple asswitching on the lights.

new dimension the

the

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inner spaceconnecting

3. Connecting inner space

To become truly wireless is not just amatter of connecting to the other side ofthe globe. It is as much a matter ofconnecting to the other side of the room.

inner spaceconnecting

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