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SECTION 24.1 THE MOTOROLA BRAND IDENTITY: 2.

4
MOTOROLA CORPORATE SIGNATURE

Related Links A NEW LOOK In March 2001, Motorola launched an advertising


Table of Contents The Motorola corporate signature is among the most campaign to introduce the Intelligence Everywhere™
recognized brand symbols in the world. Since its intro- brand promise and a new Intelligence Everywhere™ logo.
2.6 Legal
duction in the 1950s, the design of the signature has
3.4 Alignment evolved as our company and markets have changed. It was our hope and intention that this new Intelligence
Grid Everywhere™ logo would carry our message around the
We are introducing another evolutionary change at this
3.6 The Primary time. The change involves a slight modification to the world and replace the traditional Motorola identity as
Square the “signoff” to our advertising and other marketing
emsignia (batwing) logo and the addition of the brand
promise phrase, Intelligence Everywhere™. applications. Since the launch we have learned that
the logo was not accomplishing that objective.
These changes to the Motorola corporate signature Consequently, we revised the approach to ensure we
were driven by our strategy to unify marketing efforts, clearly communicate the association of brand Motorola
and to have all business units go to market as One and our brand promise, Intelligence Everywhere™.
Motorola. Central to this strategy was the introduction The result is this new look to the Motorola corporate
of the Intelligence Everywhere™ brand promise. The signature.
objective of the brand promise is to provide the unifying
“umbrella” for our rather diverse set of products and We will continue to use the Intelligence Everywhere™
services. It enables all Motorola businesses to logo at Motorola-branded venues such as trade shows
communicate a consistent Motorola brand message. and events, and on internal applications.
Intelligence Everywhere™ is a shorthand way of
The following pages contain all the details for proper
expressing the human benefits of our technology –
application of these logos. Please review these
the technology that makes things smarter and life
guidelines and make sure all members of your team
better for people.
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 It has been replaced by the solid disc emsignia.

Motorola Design Guidelines Version 1.1 November 2001


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

Related Links The Motorola corporate signature consists of the Emsignia Logotype
Motorola
Table of Contents custom designed logotype and emsignia, which is corporate
signature
2.6 Legal a stylized “M” contained in a solid disc. “Emsignia”
is a word coined at Motorola for our unique symbol, Corporate Signature
3.4 Alignment
sometimes call the “batwing,” “M symbol” or “circle
Grid
M.” The Motorola corporate signature will be used
3.6 The Primary in all situations. It will also be the identifier on our Horizontal configuration – preferred
Square
products.

There are two permitted configurations of the


Motorola corporate signature: horizontal and vertical.
The horizontal version is preferred in all applications.
Vertical configuration – should be used only
If the vertical version is the only option, the emsignia when there are spatial constraints
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.

Motorola Design Guidelines Version 1.1 November 2001


SECTION 2 THE MOTOROLA BRAND IDENTITY: 2.4.3
MOTOROLA CORPORATE SIGNATURE – SPECIFICATIONS
4.1.1

Related Links The illustrations to the Area of isolation


Table of Contents right explain the key
X X
X
2.6 Legal measurements that X
X
X

make up the Motorola


3.4 Alignment X
corporate signature.
Grid
Approved artwork is X X

3.6 The Primary available on the X X

Square
Corporate Identity
intranet site at Y
1/2Y
http://identity.mot.com. X X X X
X X X X

AREA OF ISOLATION
The Motorola corporate X
X
X X X X

signature must always be X X X X

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 Minimum size (horizontal) Minimum size (vertical)


The smallest allowable
size for the Motorola
corporate signature is
shown to the right. 1.27" (3.23 CM)

1" (2.54 CM)

Motorola Design Guidelines Version 1.1 November 2001


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

Related Links The Motorola signature with the Intelligence Emsignia Logotype
Motorola
Table of Contents Everywhere™ brand promise consists of three signature with
brand promise
2.6 Legal components: a solid disc emsignia, the Motorola
logotype, and the words Intelligence Everywhere™.
3.4 Alignment Brand promise
Grid Size and spatial relationships referenced on the following
3.6 The Primary pages must be followed. The Intelligence Everywhere™
Square brand promise will be presented around the world in
an English-only version. The only exception to this rule Horizontal configuration – preferred
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.
Vertical configuration – should be used only
when there are spatial constraints
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 and
memorability of the Motorola signature and brand promise.

Motorola Design Guidelines Version 1.1 November 2001


SECTION 2 THE MOTOROLA BRAND IDENTITY: 2.4.5
MOTOROLA SIGNATURE WITH THE INTELLIGENCE EVERYWHERE™
4.1.1 BRAND PROMISE – SPECIFICATIONS

Related Links The illustrations to the Area of isolation


Table of Contents right explain the key
X
2.6 Legal measurements that make X X

up the Motorola signature X


X
X

3.4 Alignment
with the Intelligence
Grid X

Everywhere™ brand 4/5X


1 1/3X

3.6 The Primary promise. Approved X X

Square X X
artwork is available on
the Corporate Identity Y
1/2Y

intranet site at X X X X
X X X X

http://identity.mot.com.

AREA OF ISOLATION
1 1/3X 4/5X
The Motorola signature X X
X X
X X
X X

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 distance
to place any other graphic
element or type to ensure
readability.

MINIMUM SCALABILITY Minimum size (horizontal) Minimum size (vertical)


The smallest allowable
size for the Motorola
signature with the
Intelligence Everywhere™ 1.5" (3.8 CM)
brand promise is shown
to the right.
1" (2.54 CM)

Motorola Design Guidelines Version 1.1 November 2001


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

Related Links The Motorola corporate signature, the Motorola On a light background, the logo is positive, with the
Table of Contents signature with the Intelligence Everywhere™ brand “batwing” of the emsignia transparent to show the color
2.6 Legal promise and the Intelligence Everywhere™ logo, when of the background over which it is placed.
used in design applications, must only be reproduced in
3.4 Alignment On a dark background, the logo is negative (white)
black or reversed out of a background color to white.
Grid with the “batwing” transparent to show the color of
3.6 The Primary The logos may be placed over any background color or the background over which it is placed.
Square image. However, both the logo and background color
must be selected accordingly to maximize readability.

Motorola corporate signature

Motorola signature with the Intelligence Everywhere™ brand promise

Intelligence Everywhere™ logo

Motorola Design Guidelines Version 1.1 November 2001


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

Related Links In situations where the Motorola corporate signature,


Table of Contents Motorola signature with the Intelligence Everywhere™
2.6 Legal brand promise or the Intelligence Everywhere™ logo
must be placed on a textured background or photographic
3.4 Alignment
image, there must be sufficient contrast between the
Grid
logo and the background to ensure readability and impact.
3.6 The Primary
Square 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.

Motorola Design Guidelines Version 1.1 November 2001


SECTION 21.1 THE MOTOROLA BRAND IDENTITY: 2.6
LEGAL – INTELLIGENCE EVERYWHERE™
TRADEMARK USE REQUIREMENTS

Related Links Consistent with Motorola corporate trademark policy, Intelligence Everywhere™ must never be used as a key
Table of Contents the following guidelines must be adhered to when word graphic (Section 3.12).
2.4 Motorola using the Intelligence Everywhere™ trademark.
All uses of Intelligence Everywhere™ in text must be in
Corporate
Signature All uses of Intelligence Everywhere must be followed

a distinctive type-style (e.g., Intelligence Everywhere™;
by the trademark symbol “TM” in a font size which can Intelligence Everywhere™) and include prominent
be easily read. placement of the Motorola signature with the
Intelligence Everywhere™ brand promise in the same
Except for stand-alone uses of Intelligence Everywhere™ document.
described in the Basic Corporate Identity Standards,
Intelligence Everywhere™ shall always be used as an All uses of Intelligence Everywhere™ must be consistent
adjective modifying a noun (e.g., Intelligence Everywhere™ with the style guidelines published by the Corporate
products; Intelligence Everywhere™. The technology that Identity Office, a department of the Chief Marketing
makes our products smarter). Office, and utilize approved artwork available on the
Corporate Identity intranet site at http://identity.mot.com.
Intelligence Everywhere™ shall never be equated with
a concept, idea or abstract noun (e.g., Intelligence These guidelines are not intended to restrict creativity
Everywhere™. It’s an idea whose time has come; or flexibility, but rather to help ensure usage that is
Intelligence Everywhere™. The driving force behind consistent with company policy and good trademark and
Motorola). branding practices. Exceptions to the above guidelines
or deviations from Legal Department advice must be
Intelligence Everywhere™ shall never be used as a noun reviewed and approved by the Corporate Identity Office.
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.

Motorola Design Guidelines Version 1.1 November 2001