2021 Brand Assets Motorola Brand Guideline v2.0

BRAND GUIDELINES
Version 2.0 | July 2021

MOTOROLA BRAND GUIDELINES
UPDATE NOTES
Packaging updates.
Motonet don’ts updates.
New Photography Guidelines.
New Media Communication construction guidelines.
New Tables and Motostore sections on Retail Guidelines.
New Social Media guidelines.
2 VERSION 2.0 JULY 2021

BRAND MEDIA SOCIAL MEDIA SERVICE CENTER
CONCEPT COMMUNICATION GUIDELINES GUIDELINES
BRAND MANIFESTO PRODUCT SOCIAL OVERVIEW LOGO
OUR DNA CORPORATE & INSTITUTIONAL HOW TO USE STORE FRONT
OUR VALUES PURPOSE AND GOALS BRAND WALL I
TONE OF VOICE OUR SOCIAL PILLARS BRAND WALL II
BRAND OVERVIEW RETAIL OUR TONE ON SOCIAL CONCIERGE DESK I
SOCIAL MEDIA GOALS CONCIERGE DESK II
GUIDELINES SOCIAL OPPORTUNITY BRAND ELEMENTS I
VISUAL IDENTITY LOOK & FEEL BRAND ELEMENTS II
CUSTOMER EXPERIENCE MESSAGING PILLARS STORE SIGNAGE I
GUIDELINES SHOPPER JOURNEY FACEBOOK STORE SIGNAGE II
ATTRACTION INSTAGRAM HELP DESK I
VI PRINCIPLES CONSIDERATION TWITTER HELP DESK II
MASTERBRAND LOGOS CONVERSION YOUTUBE
FRANCHISE LOGOS EXPERIENCE HIERARCHY
HELLOMOTO QR CODE GRAPHICS
READY FOR CHANNEL MARKETING CRM
THINKSHIELD DISPLAYS
5G BADGE TOTEMS GUIDELINES
COLOR PALETTE SOFT ASSETS
TYPOGRAPHY MOTOSTORE SOCIAL PILLARS
ICONOGRAPHY TABLES PRODUCT CAMPAIGNS
BACKGROUND & PATTERN LIFECYCLE CAMPAIGNS
IMAGERY TONE OF VOICE
PRESENTATION
BRAND MANIFESTO What’s the point of a breakthrough, if it doesn’t mean anything to people?
OUR DNA
OUR VALUES At Motorola, we deliver meaningful innovation with you in mind.
TONE OF VOICE
BRAND OVERVIEW We think big. From the very beginning, we’ve been driven to move the industry
forward; and our smart innovations (from the first cellular phone to the first 5G
enabled product) continue to transform the way people discover, share and connect.

We think small. Searching for solutions that fit into the palm of your hand.
We design intuitive features and functions that are accessible, so we can make
everyday life easier, more uplifting and more enjoyable for all.

We’re proud of how far we’ve come. But when it comes to innovation, we’re never
IMAGES FOR INTERNAL USE ONLY. NOT LICENSED FOR EXTERNAL COMMUNICATION
done. From our engineers to you, here’s an invitation to discover a smarter world.
MOTOROLA. SMARTER TECHNOLOGY FOR ALL.

BRAND MANIFESTO
OUR DNA
OUR VALUES
OUR DNA
TONE OF VOICE
BRAND OVERVIEW
PASSION FOR DISRUPT PIONEERS IN
INNOVATION STATUS QUO TECNOLOGY
Long legacy of big We push the boundaries Several industry-firsts
and small innovations of what’s possible that shaped the world

BRAND MANIFESTO
OUR DNA
OUR VALUES
OUR VALUES
TONE OF VOICE
BRAND OVERVIEW
TRUSTWORTH INNOVATIVE INCLUSIVE
Quality is never a compromise Meaningful innovations Empower people
at Motorola “Cannot go wrong that surprise and delight in an equal and
with a Motorola device” consumers democratized way

BRAND MANIFESTO
OUR DNA OUR TONE

OF VOICE
OUR VALUES
TONE OF VOICE
BRAND OVERVIEW
CONFIDENT CHALLENGER INTRIGUING AUTHENTIC
Bold/self-assured Challenging you to Triggering interest/ Doing it our way
and risk-taking try something new curiosity in our
communications

BRAND MANIFESTO BRAND Our dna Brand values
OVERVIEW
OUR DNA
OUR VALUES Passion for innovation Trustworthy

TONE OF VOICE
BRAND OVERVIEW Disrupt status quo Innovative

Pioneers in technology Inclusive
Brand concept
SMARTER TECHNOLOGY FOR ALL
Tone of voice
Confident Challenger Intriguing Authentic

VISUAL IDENTITY
GUIDELINES
VI PRINCIPLES
MASTERBRAND LOGOS
FRANCHISE LOGOS
HELLOMOTO
READY FOR
THINKSHIELD
5G BADGE
COLOR PALETTE
TYPOGRAPHY
ICONOGRAPHY
BACKGROUND & PATTERN
IMAGERY
PRESENTATION

VI PRINCIPLES
VI PRINCIPLES Undeniably
MASTERBRAND LOGOS
FRANCHISE LOGOS
Motorola
HELLOMOTO
READY FOR
THINKSHIELD Consistency
5G BADGE
COLOR PALETTE
across assets
TYPOGRAPHY
ICONOGRAPHY
BACKGROUND & PATTERN Cut through

IMAGERY
PRESENTATION
the clutter

Masterbrand
logo
PRIMARY LOGO
SECONDARY LOGOS
BATWING
SAFE AREA & SIZE
MASTERBRAND POSITIONS
BATWING POSITIONS
DON’TS

PRIMARY PRIMARY VERSION
LOGO
This is the main version of the
PRIMARY LOGO Motorola logo. It must be applied
SECONDARY LOGOS horizontally and in dark blue (find
BATWING the color codes in chapter 4).
SAFE AREA & SIZE POSITIVE LOGO NEGATIVE LOGO
MASTERBRAND POSITIONS In case of dark background, the

BATWING POSITIONS negative version (white) must
DON’TS be applied. RESTRICTIVE VERSION
The restrictive version can only

be applied in materials where the
printing conditions are limited
such as B&W printing.
The outlined batwing can be used

for special occasions such as
brand events, presentations, BLACK WHITE
newsletters, and office wayfinding

upon approval from the MBG
Brand team via INTERNAL USE (UPON APPROVAL FROM BRAND TEAM)
-MBGBrandTeam@lenovo.com.
Always use the files provided

by Motorola.
POSITIVE OUTLINE BATWING NEGATIVE OUTLINE BATWING

SECONDARY SQUARE LOGO
LOGOS
In addition to the main logo,
PRIMARY LOGO two other versions can be used
SECONDARY LOGOS in special occasions.
BATWING
SAFE AREA & SIZE SQUARE LOGO

MASTERBRAND POSITIONS This version can be used in place
BATWING POSITIONS of the horizontal logo for better DARK BLUE WHITE BLACK OUTLINED (SPECIAL OCCASION)
DON’TS viewing in vertical layouts.
VERTICAL LOGO
This version is restricted to VERTICAL LOGO
wayfinding materials such as
giant banners.

brand events, presentations,
Brand team via
Always use the files provided

by Motorola.
DARK BLUE WHITE BLACK OUTLINED (SPECIAL OCCASION)

BATWING
The “Batwing” is the most PRIMARY VERSION

PRIMARY LOGO iconic element of the brand
SECONDARY LOGOS and, therefore, it must be used
BATWING following the recommendations
SAFE AREA & SIZE below.
BATWING POSITIONS INTERNAL COMMUNICATION

DON’TS The symbol can be used
without restrictions in place of
the logo. For instance, internal
events and presentations,
newsletters, office wayfinding
and gifts. POSITIVE BATWING NEGATIVE BATWING POSITIVE OUTLINE BATWING NEGATIVE OUTLINE BATWING
EXTERNAL COMMUNICATION
Consumer awareness must be
considered on a case by case RESTRICTIVE VERSION
basis to ensure the Motorola logo
is recognized first by everyone.

brand events, presentations,
Brand team via
BLACK BATWING WHITE BATWING OUTLINE BLACK BATWING OUTLINE WHITE BATWING

SAFE AREA
& SIZE
SAFE AREA
PRIMARY LOGO Make sure the safe area
SECONDARY LOGOS is respected to keep the
BATWING logo legible.
SAFE AREA & SIZE
70px
MASTERBRAND POSITIONS The letter “o” is used to define 35mm
BATWING POSITIONS the blank space around the logo.

DON’TS The blank space around the
Batwing is its half part.
MINIMUM SIZE
Make sure the logo versions at
least meet the minimum size 50px
18mm
requirements shown here.
20px
10mm

MASTERBRAND
POSITIONS
These positions are recommended when the
PRIMARY LOGO Motorola logos are used along with other
SECONDARY LOGOS communication elements.
BATWING You can use the Motorola logo centralized on the
SAFE AREA & SIZE page if it’s a Masterbrand communication.
BATWING POSITIONS See this section for an in depth guide on how to

DON’TS use the masterbrand logo on media
communication.

BATWING
POSITIONS
These positions are recommended when the
PRIMARY LOGO Motorola batwing is used along with other
SECONDARY LOGOS communication elements.
BATWING You can use the Motorola batwing centralized on
SAFE AREA & SIZE the page if it’s a Masterbrand communication.
BATWING POSITIONS See this section for an in depth guide on how to

DON’TS use the masterbrand logo on media
communication.

DON’TS
Make sure all the inappropriate

PRIMARY LOGO uses of the logo are avoided in
SECONDARY LOGOS communication materials.
BATWING
SAFE AREA & SIZE DO NOT DISTORT THE LOGO. DO NOT ADD EFFECTS. DO NOT DISRESPECT SAFE AREA.
BATWING POSITIONS
DON’TS
DO NOT PLACE THE LOGO ON LOW DO NOT ROTATE THE LOGO. DO NOT DISTORT MASTER BRAND LOGO. THE
CONTRAST BACKGROUNDS. OUTLINE BATWING IS ONLY FOR THE CIRCLE
AROUND, NOT TO THE “M” INSIDE.
DO NOT CHANGE THE ORIGINAL COLOR. DO NOT CHANGE THE ORIGINAL SIZE DO NOT PLACE THE LOGO ON BUSY IMAGES.
BETWEEN BATWING AND NAME.
DO NOT CHANGE THE ORIGINAL DO NOT USE FILLED BATWING OVER
LOGO ALIGNMENT. MOTONET.

MASTER BRAND
Franchise
logos
RAZR
EDGE
MOTO G
MOTO E
DON’TS FRANCHISE
HIERARCHY
PACKAGING FRONT
PACKAGING BACK
PACKAGING EXAMPLE

MOTOROLA
RAZR
THE SAFE AREA IS BASED
ON THE LETTER “O”.
RAZR
EDGE
MOTO G
MOTO E
MODIFIERS
DON’TS
HIERARCHY
PACKAGING FRONT MASTER BRAND COLOR

PACKAGING BACK Use the dark blue in master
PACKAGING EXAMPLE brand communications,
or when all franchise logos
appear together.
RESTRICTIVE COLOR
Only use these options when
not possible to use the color
version.
BATWING + RAZR
Exclusive for packaging and
materials where there is no
space for the full name.
NO BATWING
Use this version when the FRANCHISE LOGOS SHOULD SEE THE MEDIA COMMUNICATION
masterbrand logo appears ALWAYS USE FILLED BATWING SECTION FOR LOGO SIZES AND
somewhere else on the page. IN ITS CONSTRUCTION. POSITIONS IN MEDIA.

MOTOROLA
EDGE
RAZR
EDGE
MOTO G
MOTO E
MODIFIERS
DON’TS
HIERARCHY
PACKAGING FRONT MASTER BRAND COLOR

PACKAGING BACK Use the dark blue in master
PACKAGING EXAMPLE brand communications,
or when all franchise logos
appear together.
RESTRICTIVE COLOR
version.
BATWING + EDGE
Exclusive for packaging and
materials where there is no
space for the full name.
NO BATWING
Use this version when the FRANCHISE LOGOS SHOULD SEE THE MEDIA COMMUNICATION
masterbrand logo appears ALWAYS USE FILLED BATWING SECTION FOR LOGO SIZES AND
somewhere else on the page. IN ITS CONSTRUCTION. POSITIONS IN MEDIA.

MOTO G THE SAFE AREA IS BASED
RAZR
EDGE
MOTO G
MOTO E
MODIFIERS
DON’TS MASTER BRAND COLOR

HIERARCHY Use the dark blue in master
PACKAGING FRONT brand communications,
PACKAGING BACK or when all franchise logos
PACKAGING EXAMPLE appear together.
RESTRICTIVE COLOR
version.
BATWING + MOTO
Exclusive for materials where
there is no space for the
masterbrand logo.
FRANCHISE LOGOS SHOULD SEE THE MEDIA COMMUNICATION
ALWAYS USE FILLED BATWING SECTION FOR LOGO SIZES AND
IN ITS CONSTRUCTION. POSITIONS IN MEDIA.

MOTO E THE SAFE AREA IS BASED
RAZR
EDGE
MOTO G
MOTO E
MODIFIERS
DON’TS MASTER BRAND COLOR

HIERARCHY Use the dark blue in master
PACKAGING FRONT brand communications,
PACKAGING BACK or when all franchise logos
PACKAGING EXAMPLE appear together.
RESTRICTIVE COLOR
version.
BATWING + MOTO
Exclusive for materials where
there is no space for the
masterbrand logo.
FRANCHISE LOGOS SHOULD SEE THE MEDIA COMMUNICATION
ALWAYS USE FILLED BATWING SECTION FOR LOGO SIZES AND
IN ITS CONSTRUCTION. POSITIONS IN MEDIA.

DON’TS
RAZR
EDGE
MOTO G Make sure all the inappropriate

MOTO E uses of the logo are avoided in
MODIFIERS communication materials.
DON’TS
HIERARCHY DO NOT DISTORT THE LOGO. DO NOT COMBINE LOGO WITH DO NOT DISRESPECT SAFE AREA.
PACKAGING FRONT DIFFERENT NAMES.
PACKAGING BACK
PACKAGING EXAMPLE
DO NOT PLACE THE LOGO ON LOW DO NOT ADD EFFECTS. DO NOT DISTORT MASTER BRAND LOGO. THE
CONTRAST BACKGROUNDS. OUTLINE BATWING SHOULDN’T BE USED FOR
FRANCHISE LOGOS
DO NOT CHANGE THE ORIGINAL COLOR. DO NOT ROTATE THE LOGO. DO NOT PLACE THE LOGO ON BUSY IMAGES.
DO NOT CHANGE THE ORIGINAL DO NOT CHANGE THE ORIGINAL SIZE
LOGO ALIGNMENT. BETWEEN BATWING AND NAME.

BRAND &
RAZR
EDGE
PRODUCT
MOTO G
MOTO E
MODIFIERS
HIERARCHY
DON’TS
HIERARCHY
PACKAGING FRONT
PACKAGING BACK The logos can have different

PACKAGING EXAMPLE proportions depending on the
communication strategy and
brand maturity and awareness
in each region.
Always consider your region
specific needs when choosing
how to use logos in your
communications.
Always use the dimentions

specified on this page.
See communication
construction for an in depth
guide on how to use logo
dimentions in media.

RAZR
EDGE
MOTO G
MOTO E
PACKAGING
MODIFIERS
DON’TS
HIERARCHY
FRONT
PACKAGING FRONT
PACKAGING BACK
PACKAGING EXAMPLE
Batwing - outlined - Exception for packaging

50% width - aligned to the center
Product logo
60% width - aligned to the center

Product logo
RAZR
PACKAGING
maximum 30% to 40 % width
EDGE - aligned to the left
MOTO G
MOTO E
MODIFIERS
DON’TS
HIERARCHY
BACK
PACKAGING FRONT
PACKAGING BACK
PACKAGING EXAMPLE
Headline - main KSP

maximum 60% width
- aligned to the left
TEXT IN ONE
LINE OR TWO
One text line
or two lines
KSPs icons + copy
maximum CMF colors*
40% to 50% width Left-aligned and Place this color samples
centered to icon next to the product image
Master brand 30% width

aligned to the right

Copy
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laoreet dolore. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore.
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motorola.com
Legal icons
and legal
logo and
Partners
others
copy
aligned to the right
Master brand
30% height
PACKAGING
JULY 2021
SIDES
VERSION 2.0
PACKAGING EXAMPLE
PACKAGING FRONT
PACKAGING BACK
HIERARCHY
MODIFIERS
MOTO G
MOTO E
DON’TS
RAZR
EDGE
28
RAZR
EDGE
MOTO G
MOTO E
MODIFIERS
DON’TS
HIERARCHY
PACKAGING FRONT
PACKAGING BACK
PACKAGING EXAMPLE

hellomoto
STRUCTURE
VARIATIONS
DON’TS

hellomoto
Structure
STRUCTURE
VARIATIONS MAIN VERSION RESTRICTIVE VERSION

DON’TS Drawing on our history, 'HELLOMOTO' IN A SINGLE LINE AND WITHOUT SPACE BETWEEN THE WORDS. IN CASE OF NARROW LAYOUTS, IT CAN BE SPLITTED INTO TWO LINES.
‘Hellomoto’ becomes one of the
most important assets of the 100 PT (LOWCASE) TRACKING -40 100 PT (LOWCASE) TRACKING -40
brand and represents the Motorola
inclusive tone of voice.
LEADING 80%
MUST BE USED SOLID BRAND COLORS, AND STROKE CAN BE USED
IN THE ADDED WORD TO DIFFERENTIATE IT
FROM ‘HELLO’. “MOTO” CAN BE CUSTOMIZED
FOR A SPECIFIC OCCASION.
BRAND COEXISTENCE
‘HELLOMOTO’ AND ITS VARIATIONS ARE NOT A STANDALONE BRAND, THEREFORE
THEY MUST NEVER REPLACE THE MOTOROLA LOGO IN COMMUNICATION PIECES.

hellomotoVariations
STRUCTURE
VARIATIONS COLORS VARIATIONS SHAPE VARIATIONS NAMES VARIATIONS

DON’TS ‘hellomoto’ and its variations must MUST BE USED ONLY MASTERBRAND COLORS. USE 3PX ON STROKE FOR “HELLOMOTO” IN 190PT. IT CAN BE CUSTOMIZED FOR A SPECIFIC OCCASION.
be used only as a headline for
external and internal campaigns.
Make sure the rules are hellomoto hellopaul

followed correctly.
‘hello’ can be used in combination hellomoto hellobarcelona

with other words to build emotion
or focus on specific messages.
hellomoto hello中国
For instance, it can be customized
for a specific city, target, regional
language or seasonal campaign.
hellomoto hellochristmas
ALWAYS APPLY GRADIENT TO EACH WORD:
SOLID FOR “HELLO” AND OUTLINE FOR “MOTO”
(OR THE OTHER WORD) WITH AN INCLINATION
BETWEEN -15° AND -20°.

DON’TS
STRUCTURE
VARIATIONS
DON’TS Do not mix gradient + another hellomoto HELLOMOTO hello

color. Use both words solid +
DON’T APPLY EFFECTS. DON’T USE UPPERCASE. “HELLOMOTO” IS SET IN LOWERCASE DON’T USE DIFFERENT STROKE WIDTHS.
outline with the same gradient. ALWAYS.
Do not mix the color palette

in the same “hellomoto”. Use
only one color to apply the
hellomoto hellomoto hellomoto
solid letter + outline letter DON’T USE ANOTHER FONT. NEVER DISTORT TYPOGRAPHY. DON’T MIX COLORS IN EACH LETTER.
hellomoto hellomoto
DON’T USE GOTHAM LIGHT OR ANY OTHER FONT STYLE. USE DON’T MIX COLORS IN EACH WORD. ALWAYS USE “HELLO” IN WHEN APPLYING “MOTO” (OR WHATEVER THE WORD IS USED),
ALWAYS GOTHAM BOLD. WHITE OR DARK BLUE AND THE OTHER WORD IN COLOR. MAKE SURE THAT THERE IS ENOUGH CONTRAST.
omoto
hell
DON’T ROTATE “HELLOMOTO”. DON’T APPLY A GRADIENT TO THE HALF OF “HELLOMOTO”. DON’T APPLY THE GRADIENT TO EACH OF THE LETTERS. DO NOT
APPLY VERTICALLY OR HORIZONTALLY.
hellomoto hellomoto moto
hello
DON’T USE COLORS OUTSIDE OF THE MASTERBRAND’S COLOR DON’T USE DIFFERENT FONT SIZES. DON’T CHANGE THE WORD LAYOUT.
PALETTE.
hello
DON’T PUT “HELLO” IN THE OUTLINE. ALWAYS USE “HELLO” DON’T PLACE “HELLOMOTO” ON IMAGES THAT DON’T ALLOW DON’T START. IN SHORT, DO NOTHING OTHER THAN WHAT THIS
SOLID AND THE OTHER WORD WITH AN OUTLINE. SUFFICIENT LEGIBILITY. MANUAL INDICATES.

Ready for
LOGO
BADGE
APPLICATION
HIERARCHY

MINIMUM SIZE FOR MINIMUM SIZE FOR
LOGO
BADGE
LOGO SCREEN: 72 PX PRINT: 1 INCH
APPLICATION Clearspace and color

HIERARCHY
Clear space is based on x.

X-height is measured at WHITE BLACK GREY
50% of the “O” in moto.

MINIMUM SIZE FOR MINIMUM SIZE FOR
SCREEN: 72 PX PRINT: 1 INCH
LOGO
BADGE
BADGE X
APPLICATION Clearspace and color
HIERARCHY
Clear space is based on x.

X-height is measured at
50% of the “O” in moto.
WHITE BLACK GREY
This badge is a secondary

element and must be used
in awareness materials.
(e.g. KVs of other products
that we need to create this MULTI LANGUAGE OPTION
relation between them).
TRANSLATE JUST SUBHEADER
AND MAINTAIN THE ORIGINAL
NAME OF THE PRODUCT.

DON’TS
LOGO
BADGE
APPLICATION
APPLICATION
HIERARCHY DO NOT USE A COLOR OUTSIDE OF THE DON’T PLACE THE WORDMARK OVER A DON’T PLACE THE WORDMARK OVER A
APPROVED PALETTE. BACKGROUND COLOR THAT DOES NOT HAVE BACKGROUND COLOR THAT DOES NOT HAVE
ENOUGH CONTRAST. ENOUGH CONTRAST.
DO NOT PUT THE SIGNATURE OVER A PART OF DON’T CHANGE THE SIZE OF THE ELEMENTS IN
AN IMAGE THAT IS TOO BUSY. THE SIGNATURE.
EXCEPTION USE
ONLY LOCKUP THE EMSIGNIA AND

WORDMARK IN TINY SPACES, AS
BTL PHYSICAL MATERIALS AND
WEB BANNERS.

HIERARCHY
AND
MOTOROLA AWERENESS PRODUCT AWERENESS BADGE
LOGO
PLACEMENT
BADGE
APPLICATION You can choose between

HIERARCHY brand or product awareness
depending on the campaign
objective. Choosing a direction
means all assets across franchises
must follow the same rule.
The product logo is justified

left on portrait and landscape
formats. Spacing is based on a
minimum of 100% height of
the batwing.
PREFERRED POSITION OF THE ALTHOUGH FLEXIBLE, THE PREFERRED POSITION OF THE CARRIER LOGO (IF SHOULD BE USED AS EXTRA
PRODUCT LOGO IS JUSTIFIED LEFT APPLICABLE) IS ON THE TOP RIGHT CORNER WITH APPROXIMATELY 50% OF INFORMATION WHEN THE MAIN
ON THE PAGE AND AT A MINIMUM THE SCALE OF THE BATWING. MESSAGE OF MATERIAL DOESN’T
SHOULD BE SPACED THE FULL ABOUT THE READY FOR PRODUCT.
HEIGHT OF BATWING.

ThinkShield
LOGO
DON’TS

LOGO
DON’TS LOGO
ON THE LETTER “T”.
SEE THE MEDIA COMMUNICATION
SECTION FOR LOGO SIZES AND
POSITIONS IN MEDIA.

LOGO
DON’TS
DON’TS
Make sure all the inappropriate DO NOT DISTORT THE LOGO. DO NOT DISRESPECT SAFE AREA. DO NOT CHANGE COLOR.
uses of the logo are avoided in
communication materials.
DO NOT OUTLINE THE LOGO DO NOT ADD EFFECTS. DO NOT PLACE THE LOGO ON BUSY IMAGES.
DO NOT PROPORTIONS OF THE ELEMETS. DO NOT ROTATE THE LOGO.

5G Badge
BADGE
DON’TS

LIGHT BACKGROUNDS
BADGE
DON’TS 5G BADGE
DARK BACKGROUNDS
SEE THE MEDIA COMMUNICATION
SECTION FOR LOGO SIZES AND
POSITIONS IN MEDIA.

BADGE
DON’TS
DON’TS
Make sure all the inappropriate DO NOT DISTORT THE LOGO. DO NOT ADD EFFECTS. DO NOT CHANGE COLOR.
uses of the logo are avoided in
communication materials.
DO NOT DEFORM PROPORTIONS OF THE DO NOT ROTATE. DO NOT PLACE THE LOGO ON BUSY IMAGES.
ELEMETS.

Color palette
COLORS

RED DUSK BEIGE DUSK PURPLE

(MAIN COLOR) (SECONDARY COLOR) (SECONDARY COLOR)
COLORS PANTONE 178 C
CMYK 0/75/57/0
RGB 255/85/77
PANTONE 482 C
CMYK 13/20/25/0
PANTONE 7666 C
CMYK 75/80/50/0
RGB 92/78/99
RGB 221/200/183
HEX #FF554D HEX #DDC8B7 HEX #60516C
Main colors
COLORS
Dark blue is the base color for Motorola.

The use of a secondary color should prioritize the red;
while other colors should be used in special cases. DUSK LIGHT BLUE DUSK SUN
(SECONDARY COLOR) (SECONDARY COLOR)
PANTONE 283 C PANTONE 1555 C
DARK BLUE CMYK 42/9/0/0 CMYK 0/33/43/00

(MAIN COLOR) RGB 255/186/143
RGB 149/193/233
PANTONE 2965 C HEX #FFBA8F
HEX #92C1E9
CMYK 100/40/0/82
RGB 0/20/38
HEX #001428
GRAY DUSK MEDIUM SKY

(SECONDARY COLOR) (SECONDARY COLOR)
PANTONE 427 C PANTONE 7700 C
Overview CMYK 0/0/0/20 CMYK 84/17/0/57

RGB 210/210/210 RGB 22/92/125
HEX #D2D2D2 HEX #165C7D
MAIN SECONDARY NEUTRAL
WHITE BLACK
(NEUTRAL COLOR) (NEUTRAL COLOR)
PANTONE NEUTRAL BLACK C
CMYK 100/100/100/100
RGB 0/0/0
HEX #000000

Typography
TEXT HIERARCHY
TITLING
DONT’S

TEXT
TEXT HIERARCHY
HIERARCHY
TITLING
DONT’S Our typography style plays an 100 PT (UPPERCASE) TRACKING 75
HEADLINES ARE SET

important role in the Motorola
visual identity.
We drive our attitude through
IN GOTHAM BOOK.
our headlines and tone of voice.
LEADING 120%
50 PT (UPPERCASE) TRACKING 45
Sub-headers are set

in gotham bold.
40 PT (SENTENCE CASE)
Body copy is set in gotham book sentence case.

The tagline is set in gotham bold sentence case.
15 PT (SENTENCE CASE)
The legal line is set in gotham book sentence case.

TITLING
TEXT HIERARCHY
TITLING
DONT’S
DO DON’T
HEADLINES
ARE SET IN BOOK headlines
are set in bold
DO DON’T
HEADLINES
ARE SET IN BOOK headlines
are set in bold
DO DON’T
HEADLINES headlines
ARE SET IN BOOK are set in bold

DON’TS THE NEW

THE NEW
MOTO G THE NEWW
TEXT HIERARCHY
FAMILY
Lorem ipsum
MOTO
TO G MOTO G
FAM
FAMILY FAMILY
TITLING
dolor sit amet,
DONT’S Make sure all the inappropriate consectetuer
uses of paragraph and
typography style are avoided in
communication materials. TYPOGRAPHY SHOULD ALWAYS BERANGED NEVER USE TINTS COLORS MUST ONLY BE USED AS COPY
LEFT OR RIGHT AND NEVERSTAGERED ACCENT COLORS.
yout at 1499
limited edition
&
+ new
moto e yout at 299 limited edition
DON’T OVERCROWD OR ADD UNNECESSARY NEVER USE CONTAINERS TO DISPLAY NEVER USE PRODUCT WORDMARKS
GRAPHIC ELEMENTS PRODUCT NAMES IN BODY COPY
THE NEW
THE NEW
IT’S TIME TO THE NEW
MOVE ON MOTO G MOTO G
FAMILY
FAMILY
NEVER CHANGE POINT SIZE NEVER CHANGE TEXT DIRECTION NEVER DISTORT THE COPY
ON THE SAME PARAGRAPH ON THE SAME PARAGRAPH

Iconography
MAIN ICONS
SECONDARY ICONS
RULES & USES I
RULES & USES II

ICONS
FINGER PRINT FINGER PRINT FINGER PRINT FINGER PRINT 4 GB 4 GB RAM 8 GB 32 GB 64 GB 64 GB
MAIN ICONS SENSOR 001 SENSOR 002 SENSOR 003 SENSOR 004
SECONDARY ICONS
RULES & USES I MAIN USE

RULES & USES II Icons without a circle around.
Always use the icons provided

128 GB SD CARD POWERFULL BATTERY TURBO BATTERY TURBO BATTERY BATTERY IP68 WATERPROOF SPILL PROOF AI INNOVATIONS
PERFORMANCE POWER 18W POWER 45W LONG LASTING
by Motorola.
COMPACT DESIGN ELEGANT DESIGN CONNECT / WIFI 5G CARRIER UNLOCKED MOTO ACTIONS MOTO EXPERIENCE STYLUS (SOFIA+) STEREO SPEAKERS STEREO SPEAKERS
(BALI) 001 002
DOLBY ATMOS DOLBY AUDIO 18:9 DISPLAY 19:9 DISPLAY 19.5:9 DISPLAY 20:9 DISPLAY 21:9 DISPLAY CAM QUAD PIXEL CAM SMART CAM
OIS OPTICAL IMAGE NIGHT VISION ULTRA WIDE ANGLE ULTRA WIDE ANGLE ACTION CAM OPTICAL ZOOM LASER AUTOFOCUS LASER AUTOFOCUS DEPTH SENSOR DEPTH SENSOR
STABILIZATION 001 002
FRONT CAM FRONT CAM QUAD PIXEL FRONT CAM FRONT CAM FRONT CAM DUAL CAM 108 MP DUAL CAM (FIJI) TRIPLE CAM TRIPLE CAM TRIPLE CAM
(JIMNY) (DOHA, QUATTRO) QUAD PIXEL (RAV) SELFIE CAM (JIMNY, RAV...) (BLACKJACK) (TROIKA)
CAM (ODESSA) CAM (BORNEO) CAM (GUAM) CAM (GUAM+) TRIPLE CAM CAM (TACOMA) CURVED DISPLAY
(RACER 5G) (RACER)

ICONS
FINGER PRINT FINGER PRINT FINGER PRINT FINGER PRINT 4 GB 4 GB RAM 8 GB 32 GB 64 GB 64 GB
MAIN ICONS SENSOR 001 SENSOR 002 SENSOR 003 SENSOR 004
SECONDARY ICONS
RULES & USES I SECONDARY USE

RULES & USES II (only to be used on image
backgrounds)
Icons with a full circle around.
128 GB SD CARD POWERFULL BATTERY TURBO BATTERY TURBO BATTERY BATTERY IP68 WATERPROOF SPILL PROOF AI INNOVATIONS
PERFORMANCE POWER 18W POWER 45W LONG LASTING
Always use the icons provided

by Motorola.
COMPACT DESIGN ELEGANT DESIGN CONNECT / WIFI 5G CARRIER UNLOCKED MOTO ACTIONS MOTO EXPERIENCE STYLUS (SOFIA+) STEREO SPEAKERS STEREO SPEAKERS
(BALI) 001 002
DOLBY ATMOS DOLBY AUDIO 18:9 DISPLAY 19:9 DISPLAY 19.5:9 DISPLAY 20:9 DISPLAY 21:9 DISPLAY CAM QUAD PIXEL CAM SMART CAM
OIS OPTICAL IMAGE NIGHT VISION ULTRA WIDE ANGLE ULTRA WIDE ANGLE ACTION CAM OPTICAL ZOOM LASER AUTOFOCUS LASER AUTOFOCUS DEPTH SENSOR DEPTH SENSOR
STABILIZATION 001 002
FRONT CAM FRONT CAM QUAD PIXEL FRONT CAM FRONT CAM FRONT CAM DUAL CAM 108 MP DUAL CAM (FIJI) TRIPLE CAM TRIPLE CAM TRIPLE CAM
(JIMNY) (DOHA, QUATTRO) QUAD PIXEL (RAV) SELFIE CAM (JIMNY, RAV...) (BLACKJACK) (TROIKA)
CAM (ODESSA) CAM (BORNEO) CAM (GUAM) CAM (GUAM+) TRIPLE CAM CAM (TACOMA) CURVED DISPLAY
(RACER 5G) (RACER)

RULES
& USES
finger print sensor finger print sensor
MAIN ICONS
SECONDARY ICONS Text alignment fi

finger
fi print
sensor
i ffinger
inger print
sensor
RULES & USES I
RULES & USES II HORIZONTAL

Aways use Motorola typography.
Use the icon’s safe area to 128 GB 128 GB
measure the distance from
the text.
Text aligned to the center of the 128 GB
G 128 GB
icon (on one or two lines).

Align the text box to the left.
VERTICAL battery battery

tturbo power turbo power
Aways use Motorola typography.
Use the icon’s safe area to
measure the distance from battery
b battery
b
b power
turbo b power
turbo
the text.
Text aligned to the center of the
icon (on one or two lines).
Align the text box to the center. optical zoom optical zoom
MINIMUM SIZE
Never reduce the size of the optical
i l zoom optical
i l zoom
icon to less than 80px or
30mm, counting the size of the
safe area.
triple
p cam with triple
p cam with
laser autofocus laser autofocus
triple
i l cam with
i h triple cam with
l
laser autofocus
f l
laser autofocus
f

RULES
MAIN ICONS
& USES
SECONDARY ICONS
RULES & USES I ROUNDED BOX

RULES & USES II The full circle icon is restricted
to photography backgrounds.
When the background is clean,
use the icons without the
rounded box.
COLORS
Franchise colors can be applied
to the icons.

Background
& pattern
GRADIENT
STYLES AND CONSTRUCTION
SECONDARY COLORS
MOTONET
MOTONET VARIATIONS
MOTONET COLORS
MOTONET RULES
MOTONET DON’TS

GRADIENT
How to do
GRADIENT
SECONDARY COLORS The gradients can be created STEP 01 STEP 02 STEP 03

MOTONET using different colors from (BACKGROUND) (GRADIENT) (BACKGROUND+GRADIENT)
MOTONET VARIATIONS Motorola’s palette, but the

MOTONET COLORS background should always be
MOTONET RULES dark blue.
MOTONET DON’TS
These are examples using the
masterbrand colors. They can
also be constructed in different
angles and styles. Please refer
to the “gradient styles and
construction” section
for guidance.
DARK BLUE BLUE FINAL EFFECT

OPACITY 100% OPACITY 40% ONLY TO OVERLAP,
WITHOUT BLENDING MODES.
CMYK 100/40/0 /82 CMYK 71/37/0/0
RGB 0 /20/38 RGB 62/141/221
HEX #001426 HEX #3E8DDD

GRADIENT
Styles and construction
GRADIENT
SECONDARY COLORS
MOTONET
MOTONET VARIATIONS
MOTONET COLORS
MOTONET RULES
MOTONET DON’TS
LINEAR GRADIENT LINEAR GRADIENT

-127O (FROM LEFT) 45O (FROM RIGHT)
LINEAR GRADIENT RADIAL GRADIENT

-90O (FROM BOTTOM) 100% (ASPECT RATIO)

GRADIENT
Masterbrand colors
GRADIENT
SECONDARY COLORS
MOTONET
MOTONET VARIATIONS
MOTONET COLORS
MOTONET RULES
MOTONET DON’TS
DUSK LIGHT BLUE RED
DUSK PURPLE DUSK SUN

MOTONET
GRADIENT
SECONDARY COLORS Our Motonet adds depth,

MOTONET energy and movement to our
MOTONET VARIATIONS communications. It help us to
MOTONET COLORS create a distinctive look and
MOTONET RULES feel that helps us stand out
MOTONET DON’TS from the crowd.
Patterns should be applied in a

subtle and sophisticated way.

GRADIENT
SECONDARY COLORS
MOTONET
MOTONET VARIATIONS
MOTONET COLORS
MOTONET RULES
MOTONET DON’TS

MOTONET
GRADIENT
SECONDARY COLORS Corporate colors options DUSK MEDIUM SKY DUSK BEIGE DUSK SUN
MOTONET
MOTONET VARIATIONS
MOTONET COLORS
MOTONET RULES
MOTONET DON’TS
RED DUSK LIGHT BLUE DUSK PURPLE

MOTONET 0.25x
GRADIENT
RULES & USES
STYLES AND CONSTRUCTION 1x
SECONDARY COLORS The gradient always starts at the
MOTONET batwing, with 65% opacity and
MOTONET VARIATIONS fades to 0%. The fading should
MOTONET COLORS always be clearly visible.
MOTONET RULES
MOTONET DON’TS Always use the original files

provided by Motorola.
0.25x Initial gap
65% Opacity 0%

DON’TS
GRADIENT
SECONDARY COLORS
MOTONET
MOTONET VARIATIONS
MOTONET COLORS
MOTONET RULES
MOTONET DON’TS
DO NOT CHANGE THE STROKE THICKNESS. DO NOT CHANGE THE COLOR. DO NOT USE MOTONET ON LIFESTYLE IMAGES. DO NOT CUT THE BATWING. DO NOT NOT CHANGE DISTANCE BETWEEN THE LINES.
LOREM IPSUM
DO NOT OVERLAP TWO OR MORE MOTONETS. DO NOT USE MOTONET ON THE PRODUCT IMAGE. DO NOT PLACE TEXT OVER MOTONET IN A WAY IT DO NOT PLACE FILLED BATWING OVER MOTONET.
AFFECTS READABILITY.

Imagery
OUR PHOTOGRAPHY
AESTHETIC
AESTHETIC OVERVIEW
TALENT
LOCATION
TECHNICAL
DEVICE INTEGRATION
PHOTOGRAPHE’S STATEMENT

OUR PHOTOGRAPHY
AESTHETIC
AESTHETIC OVERVIEW
OUR
TALENT
LOCATION
TECHNICAL
PHOTOGRAPHY
DEVICE INTEGRATION In this chapter, we present the photography
PHOTOGRAPHE’S STATEMENT directions for people and composition, which
must be respected in every new shooting
session in order to build Motorola’s unique
and intriguing style.
People Composition
ACTING BEAUTY STYLING LIGHTING SET & ANGLE PLACE
Inviting the Relatable Urban talents Sunset to Lenses talk to Real

audience and diverse sunrise the subject landscapes

AESTHETIC
TIME OF DAY
COLOR TEMPERATURE
LIGHTING AMBIENT
LIGHTING AVAILABLE
WATCHOUTS

AESTHETIC OVERVIEW
TIME OF DAY
COLOR TEMPERATURE
LIGHTING AMBIENT
TIME OF DAY
LIGHTING AVAILABLE Shooting from golden hour into evening
WATCHOUTS
COLOR TEMPERATURE
Bringing the Motorola brand color palette into your shots
LIGHTING
How to handle light and lighting in different
conditions and settings
WATCHOUTS
Common issues that should be avoided

TIME OF
DAY
TIME OF DAY The ideal time of day to shoot
COLOR TEMPERATURE is from golden hour, through
LIGHTING AMBIENT sunset, to dusk, then into
LIGHTING AVAILABLE the night.
WATCHOUTS
When shooting from late

afternoon through sunset, your
photographs will incorporate
the warmer side of the Motorola
brand palette.
As you move through the

evening, the golden hues will
yield to cooler shades. Be sure
to use ambient and additional
light needed to illuminate the
scene and create a balance of
warm and cool. See lighting
section for additional detail.
SUNSET MIDNIGHT SUNRISE

COLOR
TEMPERATURE
TIME OF DAY Careful attention should be
COLOR TEMPERATURE paid to creating the right
LIGHTING AMBIENT color temperature for the
LIGHTING AVAILABLE photography. The goal is
WATCHOUTS to mirror the brand color
palette by incorporating warm
coral and golden hues in the
highlights and turning more
toward cool deep blues
in the shadows.
To achieve this look, all

aspects should be considered,
from lighting, to wardrobe,
to locations. Try to avoid
fluorescents and bright greens.

LIGHTING
Ambient
TIME OF DAY When shooting at night, it’s

COLOR TEMPERATURE important to shoot in locations
LIGHTING AMBIENT with plenty of ambient light
LIGHTING AVAILABLE such as street lights, neon signs,
WATCHOUTS billboards, etc.. This will help
make the night time feel alive
and vibrant, rather than dark
or ominous.
Light from the screen of the

phone, strobes, or secondary
lights should be used to
highlight the talent. More
information on this in
Technical Considerations.

LIGHTING
Available
TIME OF DAY For shots during sunset and

COLOR TEMPERATURE sunrise, finding location with
LIGHTING AMBIENT the right available light will be
LIGHTING AVAILABLE crucial to getting the look
WATCHOUTS just right.
Shooting with cove lighting (not

in direct sun) is a good way to
achieve a more balanced shot
as well.

WATCHOUTS
TIME OF DAY
COLOR TEMPERATURE
LIGHTING AMBIENT
LIGHTING AVAILABLE
WATCHOUTS
SHOOTING IN THE HARSH MIDDAY SUN IS NEUTRALIZE GREEN TINTS TO BE WARMER IN COLOR CORRECTION. AVOID LOCATIONS THAT DON’T HAVE ENOUGH AMBIENT LIGHT AND TOO MUCH
NOT IDEAL. GRAY CONCRETE.

TALENT
TALENT OVERVIEW
AUTHENTICITY
DIVERSITY
STYLE
WARDROBE
ATTITUDE
WATCHOUTS

TALENT OVERVIEW
TALENT OVERVIEW
AUTHENTICITY
DIVERSITY
ASPIRATIONAL ATTITUDE
STYLE
WARDROBE
ATTITUDE
AUTHENTICITY What to look for when casting
WATCHOUTS Overall tone for selecting talent

and performance
WARDROBE
Specifics on wardrobe selection
DIVERSITY, INCLUSION
How to bring diversity to the talent pool, mixing WATCHOUTS
people with different backgrounds and stories
STYLE
How to use the talent’s innate style to work with
the overall look

ASPIRATIONAL
AUTHENTICITY
TALENT OVERVIEW From the casting, to
AUTHENTICITY performance your talent should
DIVERSITY never feel posed, forced or
STYLE staged. They should have an
WARDROBE approachable attitude that
ATTITUDE draws us in. These are not only
WATCHOUTS people who you admire, but
would want to hang out with.
When featuring friends or

people in relationships, consider
casting people who are actually
friends or in relationships rather
than using actors. The natural
connection they have creates
amazing energy on camera.

DIVERSITY,
INCLUSION
TALENT OVERVIEW Diversity is a core value for
AUTHENTICITY the Motorola brand and having
DIVERSITY that reflected in your choice of
STYLE talent is critical. Creating a well-
WARDROBE balanced cast that represents a
ATTITUDE variety of cultures, ethnicities,
WATCHOUTS sexual orientations, abilities
will ensure everyone who sees
these images can relate and
feel included.
Each market/region will

have their own unique needs
for representation. We
suggest making sure those
specifications are considered
through the lens of openness
and inclusion for casting,
scenarios and wardrobe.
Forcing stereotypes are

strongly discouraged. Inclusion
and diversity should feel natural
and organic, never tokenized
or contrived

STYLE
As a brand that disrupts the

TALENT OVERVIEW status quo, the talent we
AUTHENTICITY showcase should have a style
DIVERSITY all their own that draws the
STYLE viewer in.
WARDROBE
ATTITUDE Try to cast talent with their own

WATCHOUTS sense of style. They should be
comfortable, unique, and above
all, confident.
When appropriate, consider

reviewing their presence on
social media to get a feel for
how they approach fashion, and
style. And to get sense for how
they present themselves in front
of the camera.

WARDROBE
Wardrobe choices should

TALENT OVERVIEW represent range of styles from
AUTHENTICITY casual, to more stylish, and
DIVERSITY active-wear when appropriate.
STYLE Wardrobe should be tuned to
WARDROBE the concept, and aligned with
ATTITUDE each person’s individual style.
WATCHOUTS
Every piece chosen should
have a modern, on-trend look.
Never over-the-top couture, but
accessible, stylish, and on point.
Selections should obviously be

appropriate to local customs
and cultures. Take care to avoid
short skirts, shirts that expose
the stomach, or anything that
feels too revealing.

ATTITUDE
We’re not casting for a specific

TALENT OVERVIEW age range, we are casting for
AUTHENTICITY an attitude. Your talent should
DIVERSITY bring a sense of purpose,
STYLE and engagement. They aren’t
WARDROBE models who are simply posing,
ATTITUDE but people with a sense of
WATCHOUTS passion to make the world a
better place.
Motorola talent has a youthful,

positive attitude, strong sense
of self, and magnetic energy.

WATCHOUTS
TALENT OVERVIEW
AUTHENTICITY
DIVERSITY
STYLE
WARDROBE
ATTITUDE
WATCHOUTS
TALENT PERFORMANCE SHOULD NEVER BE OVER-THE-TOP, FORCED OR TOO MODEL-Y. AVOID WARDROBE THAT SHOWS TOO MUCH SKIN AVOID STEREOTYPING WITH WARDROBE.
PERFORMANCE SHOULD ALWAYS BE AS NATURAL AS POSSIBLE. (LOW CUT, SHORT SKIRT, REVEALING, ETC.).

LOCATION
LOCATIONS OVERVIEW
URBAN ATTITUDE
VERSATILITY
INTERIORS
WATCHOUTS

LOCATIONS OVERVIEW
LOCATIONS OVERVIEW
URBAN ATTITUDE
VERSATILITY
URBAN ATTITUDE
INTERIORS What to look for when finding locations
WATCHOUTS
VERSATILITY
How to find locations that offer a variety of scenarios to capture
INTERIORS
How to find the right interior locations
WATCHOUTS

URBAN
ATTITUDE
LOCATIONS OVERVIEW Motorola is a brand for people
URBAN ATTITUDE who bring energy to the world’s
VERSATILITY cities. And while your locations
INTERIORS should highlight urban lifestyle,
WATCHOUTS it’s also important that even
when not shooting in the cities,
the spirit of the city should
come through.
The sense of experience and

adventure should prevail, even
when you’re not shooting right
in the heart of the city.

VERSATILITY
Locations must offer a

LOCATIONS OVERVIEW wide range of angles and
URBAN ATTITUDE opportunities to storytell.
VERSATILITY Consider locations that
INTERIORS present multiple storytelling
WATCHOUTS opportunities within a close
proximity. This will allow you
to make the most of limited
time and create a visually
diverse gallery.

INTERIORS
Shooting interiors is an ideal

LOCATIONS OVERVIEW option for avoiding the harsh
URBAN ATTITUDE midday light outside.
VERSATILITY
INTERIORS Interior locations should

WATCHOUTS bemodern and clean
with interesting features
and textures.
They should match with

talents’ styles and feel like
places they would really be
in. Adding or removing props
might be necessary to get the
right balance.
Access to natural light is

important for interior locations.
Interiors should have various

angles that work to get the
most out of the locations.

WATCHOUTS
LOCATIONS OVERVIEW
URBAN ATTITUDE
VERSATILITY
INTERIORS
WATCHOUTS
AVOID LOCATIONS THAT DON’T HAVE ENOUGH AMBIENT LIGHT AND TOO MUCH GRAY CONCRETE. AVOID CHAIN ESTABLISHMENTS THAT ARE TOO IDENTIFIABLE.

TECHNICAL
CONSIDERATIONS
TECHNICAL OVERVIEW POST-PRODUCTION
LIGHTING DAYTIME WATCHOUTS DAYTIME
LIGHTING NIGHTTIME WATCHOUTS NIGHTTIME
LIGHTING COLOR GELS’ WATCHOUTS GEL LIGHTING
FRAMING WATCHOUTS FRAMING I
FRAMING II WATCHOUTS FRAMING II
CAMERA SPECS

TECHNICAL CONSDERATIONS OVERVIEW

TECHNICAL OVERVIEW
LIGHTING DAYTIME
LIGHTING NIGHTTIME
LIGHTING POST-PRODUCTION
LIGHTING COLOR GELS’ Creating the right lighting environment How to create a unified look and feel in
FRAMING
FRAMING II for each set-up post-production

CAMERA SPECS
POST-PRODUCTION
WATCHOUTS DAYTIME
WATCHOUTS NIGHTTIME
WATCHOUTS GEL LIGHTING
WATCHOUTS FRAMING I
FRAMING WATCHOUTS
WATCHOUTS FRAMING II How to frame the shots to create a Common issues that should be avoidedunified look
unified look
CAMERA SPECS
Technical specifications to align lensing
and camera settings

LIGHTING
Daytime
NATURAL LIGHT
TECHNICAL OVERVIEW Available light should be main and source key.
LIGHTING DAYTIME
LIGHTING NIGHTTIME
LIGHTING COLOR GELS’
FRAMING
FRAMING II
CAMERA SPECS
POST-PRODUCTION
WATCHOUTS DAYTIME
WATCHOUTS NIGHTTIME
WATCHOUTS FRAMING I
WATCHOUTS FRAMING II
Ideal times of day for shooting are sunrise and sunset Even and soft light works as well. Flares are OK but should be carefully managed,
were sunlight is not too harsh and it’s side directed. Use Sky should always keep it’s tone. they should add a subtle vibe without taking too
bouncers to fill shadows and get a softer look without much attention.
getting too much contrast.

LIGHTING
Nighttime
NATURAL LIGHT
LIGHTING DAYTIME
LIGHTING NIGHTTIME
FRAMING
FRAMING II
CAMERA SPECS
POST-PRODUCTION
WATCHOUTS DAYTIME
WATCHOUTS NIGHTTIME
WATCHOUTS FRAMING I
Locations need to be bright and provide enough ambient Use strobe or continuous additional light only to Using device screen or props as light sources as well could
light to use as a start. get more luminosity to the shot so you are able be a good idea depending on the scenario.
to freeze the action without pushing your ISO too
high. Color temperature must always be matched
with ambient light so to make it look as part of
the location.

LIGHTING
Color Gels
NATURAL LIGHT
LIGHTING DAYTIME
LIGHTING NIGHTTIME
FRAMING
FRAMING II
CAMERA SPECS
POST-PRODUCTION
WATCHOUTS DAYTIME
WATCHOUTS NIGHTTIME
WATCHOUTS FRAMING I
Color gels should be used for color temperature correction and to Complement to reinforce and separate subject Add artificial lighting to create something
complement or add something interesting to the shot. from background. interesting when location is not offering it.
Use colors that match the brand’s palette.

FRAMING
Wide & Tight
Aim to shoot both by being

TECHNICAL OVERVIEW close to subject and taking
LIGHTING DAYTIME a few steps back to
LIGHTING NIGHTTIME contextualize the scenario.
FRAMING
FRAMING II
CAMERA SPECS
POST-PRODUCTION
WATCHOUTS DAYTIME
WATCHOUTS NIGHTTIME
WATCHOUTS FRAMING I
Sense of camera being part of the group and not a distant Wide shots are also necessary. Make sure to get cleaner
observer is key. Stay close with a wide lens and use other and more straight forward shots with space around
subjects towards the edges to help framing. subjects for copies and/or cropping.

FRAMING
Vertical, Horizontal, & Perspective
TECHNICAL OVERVIEW
LIGHTING DAYTIME
LIGHTING NIGHTTIME
FRAMING
FRAMING II
CAMERA SPECS
POST-PRODUCTION
WATCHOUTS DAYTIME
WATCHOUTS NIGHTTIME
WATCHOUTS FRAMING I
VERTICAL & HORIZONTAL PERSPECTIVE

Try to shoot both every time, don’t rely on post-production cropping. When working with a group create different For singles, try to find a background
Start with the orientation that goes better with the scene and then layers with talent and actions. Make with perspective, so as to add context
take a moment to turn the camera and try the other one out. sure to create main point of focus in the to the image.
foreground, but keep something interesting
going on in the background.

CAMERA SPECS
For shooting in low light FOCAL POINT ISO

TECHNICAL OVERVIEW situations, use a camera that Make sure you can control focus Depending on camera,
LIGHTING DAYTIME performs well on high ISO. Run points in the camera you’re recommendation is to not go
LIGHTING NIGHTTIME tests before the shoot and on using. Selecting where to focus beyond 2000 ISO, ideal would
LIGHTING COLOR GELS’ technical scouting so to know is important and might be a be 800 ISO or 1600 ISO so to
FRAMING you’re ISO limit and choose the good idea to shoot several avoid digital noise and have
FRAMING II right lens for the right scenario. similar framed shots only post-production margin.
CAMERA SPECS switching focus.
POST-PRODUCTION FOCAL DISTANCE
WATCHOUTS DAYTIME Wide lenses are prefered, stay Ex: shot 1: focus on product,
WATCHOUTS NIGHTTIME close to your subjects and make shot 2: focus on subject, shot
WATCHOUTS GEL LIGHTING the viewer feel the camera is 3: larger depth of field both
WATCHOUTS FRAMING I part of the group and yet see a product and subject in focus.
WATCHOUTS FRAMING II lot of context.
F STOP
Use good quality lenses to Working with low light situations
avoid distortion towards the can be tricky so it’s key to use
edges and don’t go wider luminous lenses. f/2 or even f/1.8
than 24mm. 35mm worked depending on context.
really well inthis shoot.
Use this aperture only when
Avoid tele lenses unless needed since you’d be also
really needed. considerably reducing your
depth of field. Focus could
be a challenge.

POST-PRODUCTION
TECHNICAL OVERVIEW
LIGHTING DAYTIME
LIGHTING NIGHTTIME
FRAMING
FRAMING II
CAMERA SPECS
POST-PRODUCTION
WATCHOUTS DAYTIME
WATCHOUTS NIGHTTIME
WATCHOUTS FRAMING I
COLOR GRADING RETOUCHING

It is important to try some quick adjustments during the shoot. Once you’ve color graded all your images you can start with retouch.
Start up point should be downgrading saturation and adding a bit of blue in the The look should be natural, do not over do it. Retouch should be more about cleaning
shadows and peach in midtones/highlights. It should be subtle. spaces, removing undesirable objects from the background and soften skin just a tiny
bit. You want talents to look appealing but yet like real people, not fashion models.
Don’t go too far with shadows and highlights adjustments, look & feel should be soft
with the right amount of contrast. You don’t want the photos to look like HDRs.
They need to feel natural.

WATCHOUTS
Daytime Lighting
TECHNICAL OVERVIEW
LIGHTING DAYTIME
LIGHTING NIGHTTIME
FRAMING
FRAMING II
CAMERA SPECS
POST-PRODUCTION
WATCHOUTS DAYTIME
WATCHOUTS NIGHTTIME
WATCHOUTS FRAMING I
DON’T SHOOT IN DIRECT, HARSH SUNLIGHT. DON’T OVEREXPOSE BACKGROUND. DON’T LET FLARES TAKE OVER THE IMAGE.

WATCHOUTS
Nighttime Lighting
TECHNICAL OVERVIEW
LIGHTING DAYTIME
LIGHTING NIGHTTIME
FRAMING
FRAMING II
CAMERA SPECS
POST-PRODUCTION
WATCHOUTS DAYTIME
WATCHOUTS NIGHTTIME
WATCHOUTS FRAMING I
DON’T SHOOT DARK PHOTOS. DON’T SHOOT STRAIGHT HARSH FLASH ONTO THE SUBJECT.
USE ARTIFICIAL LIGHTING TO FILL SUBJECT. USE DIFFUSOR AND FIND THE RIGHT SETTINGS SO IT FEELS PART OF THE AMBIENT.

WATCHOUTS
Gel Lighting
TECHNICAL OVERVIEW
LIGHTING DAYTIME
LIGHTING NIGHTTIME
FRAMING
FRAMING II
CAMERA SPECS
POST-PRODUCTION
WATCHOUTS DAYTIME
WATCHOUTS NIGHTTIME
WATCHOUTS FRAMING I
DON’T USE COLORS OUTSIDE OF PALETTE SUCH AS GREEN. DON’T USE A COLORED GEL STRAIGHT ON SUBJECTS UNLESS IT IS FOR LIGHT FILLING AND MATCHES THE AMBIENT LIGHT.
WHEN USING COLOR GELS FOR CREATIVE PURPOSES SHOULD BE SIDE OR BACK DIRECTED.

WATCHOUTS
Framing
TECHNICAL OVERVIEW
LIGHTING DAYTIME
LIGHTING NIGHTTIME
FRAMING
FRAMING II
CAMERA SPECS
POST-PRODUCTION
WATCHOUTS DAYTIME
WATCHOUTS NIGHTTIME
WATCHOUTS FRAMING I
DON’T LET TALENT’S BODY PARTS GET DISTORTED BY PERSPECTIVE/LENS. DON’T CUT THE PRODUCT OFF THE FRAME, EVEN IF IT’S NOT THE POINT OF ATTENTION IT
SHOULD BE FULLY FRAMED INTO THE PHOTO.

WATCHOUTS
Framing
TECHNICAL OVERVIEW
LIGHTING DAYTIME
LIGHTING NIGHTTIME
FRAMING
FRAMING II
CAMERA SPECS
POST-PRODUCTION
WATCHOUTS DAYTIME
WATCHOUTS NIGHTTIME
WATCHOUTS FRAMING I
DON’T SOFTEN SKIN LIKE IT’S A BEAUTY SHOT. DETAILS AND AUTHENTICITY ARE IMPORTANT TO KEEP. DON’T PUSH YOUR SHADOWS/HIGHLIGHTS/CLARITY TOO MUCH. PHOTOS SHOULDN’T LOOK LIKE HDRS.

DEVICE
INTEGRATION
OVERVIEW
FRAMING
USE-CASES

DEVICE INTEGRATION OVERVIEW OVERVIEW

OVERVIEW
FRAMING
USE-CASES
FRAMING
How to frame device shots
USE-CASE
How to capture varying phone use-cases

FRAMING
OVERVIEW
FRAMING
USE-CASES
OVER-THE-SHOULDER
Take a moment on each scenario to shoot an over the shoulder shot. Another type of over-the-shoulder shot is the “photo of the photo”. Try to
Focus and attention should be on the phone’s screen. However, make sure compensate exposition between screen and background. If in tricky light
the background is interesting and has something to tell. Make sure the situation expose for the screen.
screen is turned off and clear of fingers. Capture both both phone vertical
and horizontal orientations as to apply to different use-cases.

USE-CASE
The goal should be to feature

OVERVIEW a wide variety of use-cases
FRAMING with the device. Taking
USE-CASES photographs, selfies, playing
game, sharing photos, shooting
videos, and even zoning out
to music are all great ways to
integrate the devices naturally
into your storylines.

PHOTOGRAPHER’S
OUR PHOTOGRAPHY
AESTHETIC
STATEMENT
AESTHETIC OVERVIEW
TALENT I liked the brief the second I saw it and loved it once I heard the soul The camera also needed to feel part of the group, like another
LOCATION and content behind it from the Moto team. It felt close to me and to friend. Bonding and creating chemistry was key.
TECHNICAL what I like and believe in.
DEVICE INTEGRATION We shot tethered every time we could so the entire team could
PHOTOGRAPHE’S STATEMENT I couldn’t wait for the shoot. We shot from sunset to sunrise. With follow the production live by streaming from their homes in USA
so many images needed, our approach was versatile and diverse. and Brazil. This was so important, because sometimes an idea
Even in tricky lighting situations, they needed to be powerful and needed to be adjusted in real time. Having remote dialogue was key
striking. It was a big challenge. to guiding our process and getting what we needed.
Locations were key, and they needed to feel global, urban and alive This experience made me different. I’ve learned so much from it,
and they also had to have enough ambient light for us to work with. from things that went well and especially from thing’s i’ve might
have done differently with yesterday’s newspaper.
Ambient light was our main and key light, we were aiming to
capture authentic moments with an aspirational but yet real and It made me grow and it made me better.
approachable aesthetic.
I’m thrilled that the content we’ve created together was a success. I
We had a previous chat with each Talent so as to prepare them feel honored to be one of the people who’ve pulled the trigger and
and let them know what we were looking for, how important it captured moments that will last forever.
was to keep their attitude natural, and their own personal essence
and style. We’ve asked them about their interests and hobbies and - Caro Patlis
incorporated them to the stories.

Presentation
OVERVIEW
DIRECTION

OVERVIEW
DIRECTION

OPEN PRESENTATION OPEN SECTION OPEN SUB - SECTIONS CONTENT, CHART,

COLOR OPTION AND IMAGE PAGES
OVERVIEW
DIRECTION
OPEN SUB - SECTIONS

IMAGE OPTION
You can access the template here.

MEDIA
COMMUNICATION
PRODUCT
CORPORATE & INSTITUTIONAL

Product
BATWING POSITIONS
MOTO G REDUCTIONS
MOTO E REDUCTIONS
RAZR REDUCTIONS
EDGE REDUCTIONS
LOGO DIMENTIONS
PAGE DIMENTIONS
3X3 GRID
3X3 GRID EXAMPLES
4X4 GRID
4X4 GRID EXAMPLES
4X4 SMALL FORMATS
SMALL FORMATS EXAMPLES
6X4 GRID
6X4 GRID EXAMPLES
3X4 GRID
EXAMPLES
DEVICE POSITION I
DEVICE POSITION II
DONT’S

MASTERBRAND
BATWING POSITIONS
POSITIONING
MOTO G REDUCTIONS
MOTO E REDUCTIONS
RAZR REDUCTIONS These positions are recommended when the

EDGE REDUCTIONS Motorola logos are used along with other
LOGO DIMENTIONS communication elements.
PAGE DIMENTIONS
3X3 GRID You can use the Motorola logo centralized on the
3X3 GRID EXAMPLES page if it’s a Masterbrand communication
4X4 GRID
4X4 GRID EXAMPLES
4X4 SMALL FORMATS
6X4 GRID
6X4 GRID EXAMPLES
3X4 GRID
EXAMPLES
DEVICE POSITION I
DEVICE POSITION II
DONT’S

BATWING
BATWING POSITIONS
POSITIONING
MOTO G REDUCTIONS
MOTO E REDUCTIONS
RAZR REDUCTIONS USE ONLY IF BATWING IS RECOGNIZABLE

EDGE REDUCTIONS ENOUGH TO STAND FOR THE FULL
LOGO DIMENTIONS MASTERBRAND LOGO IN YOUR REGION.
PAGE DIMENTIONS
3X3 GRID These positions are recommended when the

3X3 GRID EXAMPLES Motorola logos are used along with other
4X4 GRID communication elements.
4X4 GRID EXAMPLES
4X4 SMALL FORMATS You can use the Motorola logo centralized on the
SMALL FORMATS EXAMPLES page if it’s a Masterbrand communication
6X4 GRID
6X4 GRID EXAMPLES
3X4 GRID
EXAMPLES
DEVICE POSITION I
DEVICE POSITION II
DONT’S

LOGO PRIORITY PAIRING
BATWING POSITIONS
REDUCTIONS
MOTO G REDUCTIONS
MOTO E REDUCTIONS
RAZR REDUCTIONS
MOTO G
EDGE REDUCTIONS
LOGO DIMENTIONS Use reductions in cases where media formats won’t

PAGE DIMENTIONS allow for the full materbrand + franchise logos, or in
3X3 GRID regions where the batwing is recognizable enough SECONDARY PAIRINGS
3X3 GRID EXAMPLES to stand for the masterbrand logo.
4X4 GRID
4X4 GRID EXAMPLES
4X4 SMALL FORMATS
6X4 GRID
6X4 GRID EXAMPLES
3X4 GRID
EXAMPLES
DEVICE POSITION I
DEVICE POSITION II
DONT’S

BATWING POSITIONS
REDUCTIONS
MOTO G REDUCTIONS
MOTO E REDUCTIONS
RAZR REDUCTIONS
MOTO E
EDGE REDUCTIONS

3X3 GRID regions where the batwing is recognizable enough SECONDARY PAIRINGS
4X4 GRID
4X4 GRID EXAMPLES
4X4 SMALL FORMATS
6X4 GRID
6X4 GRID EXAMPLES
3X4 GRID
EXAMPLES
DEVICE POSITION I
DEVICE POSITION II
DONT’S

BATWING POSITIONS
REDUCTIONS
MOTO G REDUCTIONS
MOTO E REDUCTIONS
RAZR REDUCTIONS
RAZR
EDGE REDUCTIONS

3X3 GRID regions where the batwing is recognizable enough SECONDARY PAIRING
4X4 GRID
4X4 GRID EXAMPLES
4X4 SMALL FORMATS
6X4 GRID
6X4 GRID EXAMPLES
3X4 GRID
EXAMPLES
DEVICE POSITION I
DEVICE POSITION II
DONT’S

BATWING POSITIONS
REDUCTIONS
MOTO G REDUCTIONS
MOTO E REDUCTIONS
RAZR REDUCTIONS
EDGE
EDGE REDUCTIONS

3X3 GRID regions where the batwing is recognizable enough SECONDARY PAIRING
4X4 GRID
4X4 GRID EXAMPLES
4X4 SMALL FORMATS
6X4 GRID
6X4 GRID EXAMPLES
3X4 GRID
EXAMPLES
DEVICE POSITION I
DEVICE POSITION II
DONT’S

1x
RELATIVE 1x
1x
BATWING POSITIONS
FRANCHISE
MOTO G REDUCTIONS
MOTO E REDUCTIONS LOGOS

1x 1x
1x
RAZR REDUCTIONS
EDGE REDUCTIONS
LOGO DIMENTIONS
PAGE DIMENTIONS
DIMENTIONS
3X3 GRID
3X3 GRID EXAMPLES The logos can have different

4X4 GRID proportions depending on the
4X4 GRID EXAMPLES communication strategy and
4X4 SMALL FORMATS brand maturity and awareness 1x 1,5x
SMALL FORMATS EXAMPLES in each region.
6X4 GRID Always consider your region
6X4 GRID EXAMPLES specific needs when choosing
3X4 GRID how to use logos in your
EXAMPLES communications.
DEVICE POSITION I
DEVICE POSITION II Always use the dimentions

DONT’S specified on this page.
1x 2x

1/3w
PAGE 1x
1x
BATWING POSITIONS
MOTO G REDUCTIONS
MOTO E REDUCTIONS
RELATIVE
RAZR REDUCTIONS
EDGE REDUCTIONS
LOGO DIMENTIONS
DIMENTIONS
PAGE DIMENTIONS
3X3 GRID
3X3 GRID EXAMPLES The page width defines the

4X4 GRID masterbrand logo sizing and
4X4 GRID EXAMPLES all other logos and typography
4X4 SMALL FORMATS should derive from it.
6X4 GRID Typography can be bigger or

6X4 GRID EXAMPLES smaller depending on specific
3X4 GRID artwork and strategy, but
EXAMPLES should always relate to the
DEVICE POSITION I masterbrand logo.
DEVICE POSITION II
DONT’S
1/2x ONE LINE HEADING

Lorem ipsum dolor sit amet,
consectetuer adipiscing elit,

1/3w
3X3 GRID 1x
1x SHORT HEADING
BATWING POSITIONS
MOTO G REDUCTIONS Use this grid for vertical formats

MOTO E REDUCTIONS like posters, magazine pages,
RAZR REDUCTIONS OOH and any other format with
EDGE REDUCTIONS similar aspect ratio.
LOGO DIMENTIONS
1x
PAGE DIMENTIONS
3X3 GRID
3X3 GRID EXAMPLES
4X4 GRID
4X4 GRID EXAMPLES Lorem ipsum

4X4 SMALL FORMATS dolor sit amet,
SMALL FORMATS EXAMPLES consectetuer
6X4 GRID adipiscing elit,
6X4 GRID EXAMPLES
3X4 GRID
EXAMPLES
DEVICE POSITION I
DEVICE POSITION II
DONT’S
1x

EXAMPLES Remember you’re not required to use last page specific composition, you can play
around with positioning and sizing as described before.
1/3w 1/3w 1/3w
BATWING POSITIONS
MOTO G REDUCTIONS
x x x
MOTO E REDUCTIONS
RAZR REDUCTIONS 2/3x POWER YOUR 1,5x

EDGE REDUCTIONS
LOGO DIMENTIONS
DAYS AND NIGHTS
5000 mAh battery and 6.5” Max Vision Display
PAGE DIMENTIONS
3X3 GRID
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod
1,5x
3X3 GRID EXAMPLES
4X4 GRID
4X4 GRID EXAMPLES
tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis
4X4 SMALL FORMATS
6X4 GRID
6X4 GRID EXAMPLES
3X4 GRID
EXAMPLES
DEVICE POSITION I
DEVICE POSITION II
DONT’S 1/2x
1/2x POWER YOUR DAYS AND NIGHTS
1/2x POWER YOUR DAYS AND NIGHTS 5000 mAh battery and 6.5” Max Vision Display
5000 mAh battery and 6.5” Max Vision Display x
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod
x
tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis
1/2x 1/2x 1/2x
1/2x 1/2x

1/4w
4X4 GRID
BATWING POSITIONS
MOTO G REDUCTIONS Use this grid for horizontal x

MOTO E REDUCTIONS formats like posters, magazine
RAZR REDUCTIONS pages, OOH and any other
EDGE REDUCTIONS format with similar aspect ratio.
LOGO DIMENTIONS
PAGE DIMENTIONS 1,5x

3X3 GRID
3X3 GRID EXAMPLES
4X4 GRID
4X4 GRID EXAMPLES
4X4 SMALL FORMATS

SHORT x
6X4 GRID
6X4 GRID EXAMPLES
3X4 GRID
HEADING
EXAMPLES
DEVICE POSITION I
Lorem ipsum dolor sit
DEVICE POSITION II amet, consectetuer
DONT’S
adipiscing elit,

BATWING POSITIONS 1/4w 1/4w

MOTO G REDUCTIONS
MOTO E REDUCTIONS
RAZR REDUCTIONS
EDGE REDUCTIONS
x x
LOGO DIMENTIONS
PAGE DIMENTIONS 1,5x

3X3 GRID x
3X3 GRID EXAMPLES
4X4 GRID
4X4 GRID EXAMPLES
4X4 SMALL FORMATS
6X4 GRID
6X4 GRID EXAMPLES
3X4 GRID
EXAMPLES
DEVICE POSITION I
DEVICE POSITION II
DONT’S
POWER YOUR DAYS AND NIGHTS 1/2 x POWER YOUR DAYS AND NIGHTS 1/2 x
5000 mAh battery and 6.5” Max Vision Display 5000 mAh battery and 6.5” Max Vision Display

1/4w
4X4 GRID
x
BATWING POSITIONS
MOTO G REDUCTIONS SMALL

MOTO E REDUCTIONS
1,5x
RAZR REDUCTIONS
EDGE REDUCTIONS FORMATS

SHORT
LOGO DIMENTIONS
PAGE DIMENTIONS Use this grid for web formats x

3X3 GRID similar to 300×250 px or
3X3 GRID EXAMPLES
4X4 GRID
small ads in magazines and
newspapers where space is
HEADING
4X4 GRID EXAMPLES at a premium.
4X4 SMALL FORMATS Lorem ipsum dolor sit
SMALL FORMATS EXAMPLES amet, consectetuer
6X4 GRID
adipiscing elit,
6X4 GRID EXAMPLES
3X4 GRID
CTA
EXAMPLES
DEVICE POSITION I
DEVICE POSITION II
DONT’S

BATWING POSITIONS 1/4w 1/4w

MOTO G REDUCTIONS
MOTO E REDUCTIONS
RAZR REDUCTIONS
EDGE REDUCTIONS
x x
LOGO DIMENTIONS
PAGE DIMENTIONS
3X3 GRID
x
3X3 GRID EXAMPLES
4X4 GRID
4X4 GRID EXAMPLES
4X4 SMALL FORMATS

1/2x SLITLY LONGER
SMALL FORMATS EXAMPLES HEADING
6X4 GRID
6X4 GRID EXAMPLES Lorem ipsum dolor sit

2x
3X4 GRID amet, consectetuer
EXAMPLES adipiscing elit,
DEVICE POSITION I
1/2x SLITLY LONGER
DEVICE POSITION II
HEADING
DONT’S
CTA

6X4 GRID Use this grid for long and thin horizontal formats like billboards and web banners.
In this case it is allowed to vertically align the masterbrand logo to the center.
BATWING POSITIONS
MOTO G REDUCTIONS
MOTO E REDUCTIONS
RAZR REDUCTIONS
1/6 w
EDGE REDUCTIONS
LOGO DIMENTIONS
PAGE DIMENTIONS
3X3 GRID
3X3 GRID EXAMPLES 1/2 x SHORT

x x
HEADING
4X4 GRID
4X4 GRID EXAMPLES
4X4 SMALL FORMATS
6X4 GRID
6X4 GRID EXAMPLES
3X4 GRID
EXAMPLES
DEVICE POSITION I
DEVICE POSITION II
DONT’S

EXAMPLES Use this grid for long and thin horizontal formats like billboards and web banners.
In this case it is allowed to vertically align the masterbrand logo to the center.
1/6 w
BATWING POSITIONS
MOTO G REDUCTIONS
MOTO E REDUCTIONS
x
RAZR REDUCTIONS
EDGE REDUCTIONS
SHORT
LOGO DIMENTIONS
1/2 x
PAGE DIMENTIONS
x
3X3 GRID
3X3 GRID EXAMPLES

HEADING
4X4 GRID
4X4 GRID EXAMPLES
4X4 SMALL FORMATS
1/6 w
6X4 GRID
6X4 GRID EXAMPLES
3X4 GRID
EXAMPLES
DEVICE POSITION I
SHORT
DEVICE POSITION II
1/2 x
DONT’S
x x
HEADING

2/3 w
3X4 GRID
BATWING POSITIONS
MOTO G REDUCTIONS Another case of an exceptional

MOTO E REDUCTIONS format.
RAZR REDUCTIONS
EDGE REDUCTIONS Aim for 2/3 of the width and

LOGO DIMENTIONS prefer batwing + franchise logo
PAGE DIMENTIONS lockup.
3X3 GRID
3X3 GRID EXAMPLES Use this grid for tall and thin
4X4 GRID formats.
4X4 GRID EXAMPLES
4X4 SMALL FORMATS
6X4 GRID
6X4 GRID EXAMPLES
3X4 GRID
EXAMPLES
DEVICE POSITION I
DEVICE POSITION II
DONT’S

BATWING POSITIONS
MOTO G REDUCTIONS
EXAMPLES
MOTO E REDUCTIONS
RAZR REDUCTIONS
EDGE REDUCTIONS
LOGO DIMENTIONS
PAGE DIMENTIONS
3X3 GRID
3X3 GRID EXAMPLES
4X4 GRID
4X4 GRID EXAMPLES
4X4 SMALL FORMATS
6X4 GRID
6X4 GRID EXAMPLES
3X4 GRID
EXAMPLES
DEVICE POSITION I
DEVICE POSITION II
DONT’S

BATWING POSITIONS
BASIC
MOTO G REDUCTIONS
MOTO E REDUCTIONS
RAZR REDUCTIONS
DEVICE BACKSIDE FRONTSIDE
EDGE REDUCTIONS
LOGO DIMENTIONS
PAGE DIMENTIONS
POSITION
3X3 GRID
3X3 GRID EXAMPLES PRECISELY ORTHOGONAL

4X4 GRID Clear images showing the basic
4X4 GRID EXAMPLES views of the product – front,
4X4 SMALL FORMATS side, back and special features.
SMALL FORMATS EXAMPLES The orthogonal view represents
6X4 GRID our precise way to design
6X4 GRID EXAMPLES technology.
3X4 GRID
EXAMPLES We provide the “Renders basic

DEVICE POSITION I pack” with the main positions
DEVICE POSITION II - as you can check here on the
DONT’S side.
BACKSIDE LEFT BACKSIDE BACKSIDE RIGHT LEFTSIDE FRONTSIDE LEFT FRONTSIDE FRONTSIDE RIGHT

BASIC
BATWING POSITIONS
MOTO G REDUCTIONS
DEVICE
MOTO E REDUCTIONS
RAZR REDUCTIONS
EDGE REDUCTIONS
POSITION
LOGO DIMENTIONS
PAGE DIMENTIONS HOW TO USE

3X3 GRID Products must have relevant
3X3 GRID EXAMPLES space in communication Zoom cuts. Orthogonal front view + diagonal Orthogonal rear view
4X4 GRID assets. With the basic pack, it lighting and a shadow on the ‘floor’. + other items in the box.
4X4 GRID EXAMPLES is possible to communicate the
4X4 SMALL FORMATS main product features directly.
SMALL FORMATS EXAMPLES Explore the various possibilities.
6X4 GRID
6X4 GRID EXAMPLES In some cases, it is possible

3X4 GRID to cut and bleed the product
EXAMPLES to highlight its main and most
DEVICE POSITION I relevant details.
DEVICE POSITION II
DONT’S Perspective views can be

performed, often for better
visualization of specific
features.
Rear-side cropped view. Front and rear view of the entire devices. Perspective view to highlight
device details.

DON’TS
BATWING POSITIONS
MOTO G REDUCTIONS
MOTO E REDUCTIONS
RAZR REDUCTIONS
EDGE REDUCTIONS
LOGO DIMENTIONS
PAGE DIMENTIONS
3X3 GRID
3X3 GRID EXAMPLES

Do not cut the master brand on device. Do not apply the Motonet over the Do not overlap the devices.
4X4 GRID
device.
4X4 GRID EXAMPLES
4X4 SMALL FORMATS
6X4 GRID
6X4 GRID EXAMPLES
3X4 GRID
EXAMPLES
DEVICE POSITION I
DEVICE POSITION II
DONT’S
Do not change the device color. Do not flip or rotate the device. Do not deform / force the perspective.

Corporate
& Institutional
STATIONERY
EMAIL SIGNATURES
EMAIL BANNERS LIGHT
EMAIL BANNERS DARK
BUSINESS CARDS
SOCIAL

STATIONERY
EMAIL SIGNATURES
EMAIL BANNERS LIGHT
EMAIL BANNERS DARK
BUSINESS CARDS
SOCIAL

NANCY K. DAVIS
(she/her/hers)
STATIONERY
EMAIL Global Head of Digital and CRM
Global Marketing
EMAIL SIGNATURES
EMAIL BANNERS LIGHT SIGNATURES 777-488-3366 | 777-488-3366

EMAIL BANNERS DARK
motorola.com
BUSINESS CARDS
SOCIAL
Twitter Facebook Instagram Blog YouTube
NANCY K. DAVIS
(she/her/hers)
Global Head of Digital and CRM

Global Marketing
777-488-3366 | 777-488-3366
motorola.com
Twitter Facebook Instagram Blog YouTube

EMAIL
BANNERS
STATIONERY
EMAIL SIGNATURES
EMAIL BANNERS LIGHT
EMAIL BANNERS DARK
BUSINESS CARDS LIGHT

VERSION
SOCIAL

EMAIL
BANNERS
STATIONERY
EMAIL SIGNATURES
EMAIL BANNERS LIGHT
EMAIL BANNERS DARK
BUSINESS CARDS DARK

VERSION
SOCIAL

BUSINESS CARDS
STATIONERY
EMAIL SIGNATURES
EMAIL BANNERS LIGHT
EMAIL BANNERS DARK
BUSINESS CARDS
SOCIAL

STATIONERY
EMAIL SIGNATURES
EMAIL BANNERS LIGHT
EMAIL BANNERS DARK
BUSINESS CARDS
SOCIAL
139 VERSION 2.0

1.0 MARCH
JULY 2021
2020
RETAIL
GUIDELINES
CUSTOMER EXPERIENCE
SHOPPER JOURNEY
ATTRACTION
CONSIDERATION
CONVERSION
EXPERIENCE HIERARCHY
QR CODE GRAPHICS
CHANNEL MARKETING
DISPLAYS
TOTEMS
SOFT ASSETS
MOTOSTORE
TABLES

CUSTOMER EXPERIENCE
CUSTOMER EXPERIENCE Aligned with Motorola’s current momentum and

SHOPPER JOURNEY
ATTRACTION product portfolio strategy, the new visual identity

CONSIDERATION
CONVERSION and retail toolkit brings us back to the premium

QR CODE GRAPHICS conversation to increase awareness and

CHANNEL MARKETING
DISPLAYS consideration.
TOTEMS
SOFT ASSETS
MOTOSTORE
TABLES Here you will find a customer centric omnichannel

pool of assets to ensure the best purchase journey
experience.
Note that each asset has an important role in the

customer decision journey and we must respect
that in our strategy and execution.

SHOPPER JOURNEY
CUSTOMER EXPERIENCE
SHOPPER JOURNEY Attraction Consideration Conversation

ATTRACTION
CONSIDERATION
CONVERSION
QR CODE GRAPHICS
CHANNEL MARKETING
DISPLAYS
TOTEMS
SOFT ASSETS
MOTOSTORE
TABLES
Build brand awareness, Engage and facilitate a Offer benefits and key
draw the consumer’s dialogue with the consumer selling message
attention and promote to choose Motorola
Motorola’s availability

MOTOROLA RETAIL GUIDELINES
ATTRACTION
LONG RANGE ASSETS

CUSTOMER EXPERIENCE
SHOPPER JOURNEY FOCUS ON ASSETS THAT CALL

ATTRACTION CUSTOMER TO GET INSIDE
CONSIDERATION THE STORE
CONVERSION
EXPERIENCE HIERARCHY MALL COMMUNICATION

QR CODE GRAPHICS STORE FRONT
CHANNEL MARKETING COMMUNICATION
DISPLAYS
TOTEMS LESS TEXT

SOFT ASSETS MORE IMAGES
MOTOSTORE BRAND
TABLES COLORS

CONSIDERATION
MID RANGE ASSETS

CUSTOMER EXPERIENCE
SHOPPER JOURNEY FOCUS ON ASSETS THAT

ATTRACTION BRING CUSTOMERS TO
CONSIDERATION MOTOROLA SPACE FOR
CONVERSION BRAND AND PRODUCT
EXPERIENCE HIERARCHY EXPERIENCE.
QR CODE GRAPHICS
CHANNEL MARKETING SIS

DISPLAYS IN STORE SPACES
TOTEMS WALLS
SOFT ASSETS KIOSKS
MOTOSTORE
TABLES BRAND COMMUNICATION

PRODUCT COMMUNICATION
EXPERIENCE
DESIGN
COLORS

CONVERSION
SHORT RANGE ASSETS

CUSTOMER EXPERIENCE
SHOPPER JOURNEY DISPLAYS

ATTRACTION GRAPHICS
CONSIDERATION EXPERIENCES
CONVERSION ACTIVATIONS
EXPERIENCE HIERARCHY OFFERS
QR CODE GRAPHICS SEASONAL PROMOTIONS
CHANNEL MARKETING
DISPLAYS BRAND COMMUNICATION

TOTEMS SPEC COMMUNICATION
SOFT ASSETS EXPERIENCE
MOTOSTORE DESIGN
TABLES COLORS

Experience
Hierarchy
EXHIBITION RULES
DYSPLAY RULES I
DYSPLAY RULES II
DYSPLAY RULES III
DYSPLAY RULES IV
DYSPLAY RULES V

EXHIBITION
RULES & USES
EXHIBITION RULES BASIC STORES:
DYSPLAY RULES I
DYSPLAY RULES II LIMITED SPACE AND EXPERIENCE. LOWER BUDGET

DYSPLAY RULES III
DYSPLAY RULES IV WITH ENTRY AND MID PRODUCT MIX FOCUS.

DYSPLAY RULES V
RELEVANT BUSINESS VOLUME.
STANDARD STORES:
BETTER EXPERIENCE SPACES AND PRODUCT MIX.
MORE BUDGET AND PREMIUM SEGMENT
RELEVANT BUSINESS VOLUME AND REVENUE.
FLAGSHIP STORES:
THE BEST EXPERIENCE MOTOROLA CAN PROVIDE.
HIGH INVESTIMENT FOCUS ON FLAGSHIP MODELS
IN EACH FRANCHISE.

DISPLAY RULES & USES
EXHIBITION RULES BASIC CONFINED CAGE EXHIBITION SHOULD HAVE ALL 3 ASSETS.
DYSPLAY RULES I IN CASE OF CUSTOMER SPACE RESTRICTIONS, PRIORITIZE DISPLAYS 1 THROUGH 3.
DYSPLAY RULES II ASSET NUMBER 4 SHOULD REPLACE NUMBER ONE IN CASE OF ANGLE STEPS EXHIBITION.
DYSPLAY RULES III
DYSPLAY RULES IV
DYSPLAY RULES V
4 FOR CONFINED GLASS
CAGE WITH ANGLE 3

STEPS USE PHONE BASE
INSTEAD THE HOLDER
1
EXHIBITION RULES BASIC TABLE EXHIBITION SHOULD HAVE ALL 5 ASSETS.

DYSPLAY RULES I IN CASE OF CUSTOMER SPACE RESTRICTIONS, PRIORITIZE DISPLAYS IN NUMBER ORDER (STARTING WITH 1 AND ENDING WITH 5).
DYSPLAY RULES II ASSET NUMBER 5 SHOULD BE USED ON FOCUS PRODUCTS ONLY AND CAREFULLY TO AVOID VISUAL POLLUTION.
DYSPLAY RULES III
DYSPLAY RULES IV
DYSPLAY RULES V
5 1
USE CROWNER ON FOCUS
PRODUCTS FOR KSP
STAND OUT. BE CAREFUL

WITH VISUAL POLLUTION.
EXHIBITION RULES STANDARD CONFINED CAGE EXHIBITION SHOULD HAVE ALL 4 ASSETS.
DYSPLAY RULES II ASSET NUMBER 5 SHOULD REPLACE NUMBER ONE IN CASE OF ANGLE STEPS EXHIBITION.
DYSPLAY RULES III
DYSPLAY RULES IV
DYSPLAY RULES V
FOR CONFINED GLASS

5
CAGE WITH ANGLE STEPS
USE PHONE BASE 3

INSTEAD THE HOLDER

EXHIBITION RULES STANDARD TABLE EXHIBITION SHOULD HAVE ALL 7 ASSETS.

DYSPLAY RULES II ASSET NUMBER 3 SHOULD BE USED ON ENTRY AND MID-TIER FRANCHISES ONLY IF YOU’RE ABLE TO USE ASSETS 1 AND 2 AS WELL.
DYSPLAY RULES III
DYSPLAY RULES IV
DYSPLAY RULES V
1
6
3
5

2
EXHIBITION RULES FLAGSHIP STORE EXHIBITION SHOULD HAVE ALL 8 ASSETS.

DYSPLAY RULES II ASSET NUMBER 4 SHOULD BE USED ON ENTRY AND MID-TIER FRANCHISES ONLY IF YOU’RE ABLE TO USE ASSETS 1, 2 AND 3 AS WELL.
DYSPLAY RULES III
DYSPLAY RULES IV
DYSPLAY RULES V
5
4
7
1
2
6
3
QR CODE
GRAPHICS
GUIDELINES
RULES & USES I
RULES & USES II

QR CODE
RULES & USES
QR Code is used for DEMO
RULES & USES I MODE 3.0 trigger and all other
RULES & USES II omnichannel experiences.
Execution can be done in display

graphics, take ones, price tags
and also product display.
QR minimum size:
250px
300dpi

QR CODE
RULES & USES
QR Code is used for DEMO
RULES & USES I MODE 3.0 trigger and all other
RULES & USES II omnichannel experiences.
Execution can be done in display

graphics, take ones, price tags
and also product display.
QR minimum size:
250px
300dpi

CHANNEL
MARKETING
GUIDELINES
OOH & MEDIA MALL
DIGITAL CO-MARKETING

Out of home
& media mall
OOH RULES I
OOH RULES II
VISUAL GUIDES

OOH
RULES
& USES
OOH RULES I
OOH RULES II
VISUAL GUIDES
Co-marketing billboards can be

executed with partner’s logo and
offer respecting the guideline.
Use next chart images

as reference and media
communication for rules and
usage.

OOH
OOH RULES I
RULES
OOH RULES II
VISUAL GUIDES & USES

For direct channel billboards
all execution must be branded
without offer and respecting
campaign guidance.
Use chart images as reference

and media communication for
rules and usage.

1/6 w 1/6 w
OOH RULES I
VISUAL GUIDES x x PARTNER LOGO
OOH RULES II
1,5x
VISUAL GUIDES Follow the same rules in media communication,
the only addition being the partner logo the
same size as the masterbrand logo. x $000,00
2/3x LOREM IPSUM
DOLOR SIT AMET
1/4w
1/3w 1/3w
1x
x PARTNER LOGO
1x PARTNER LOGO
1,5x
1,5x
$000,00 1x
$000,00 x


Digital
Co-Marketing
E-COMMERCE RULES
YOUTUBE ADS
SOCIAL ADS I
SOCIAL ADS II
E-MAIL RULES
VISUAL GUIDES

E-COMMERCE RULES PARTNER

E-COMMERCE
YOUTUBE ADS
SOCIAL ADS I
SOCIAL ADS II
E-MAIL RULES
VISUAL GUIDES RULES & USES

Partner logo only necessary
outside the context of partner
assets. Example: Display banners.
Do not use partner logo in social

media ads.

usage.

PARTNER
E-COMMERCE RULES
YOUTUBE ADS
YOUTUBE
SOCIAL ADS I
SOCIAL ADS II
E-MAIL RULES
ADS
VISUAL GUIDES
Partner logo is always required on

YouTube ads.

usage.

PARTNER
E-COMMERCE RULES
YOUTUBE ADS
SOCIAL ADS
SOCIAL ADS I
SOCIAL ADS II
E-MAIL RULES
RULES & USES
VISUAL GUIDES Those formats are restricted to
pay ads on social platforms such
as Instagram and Facebook.
Partner logo is not required

once page picture profile will be
displayed.
That format works for all types of

social ads such as:
Carousel ads
Dynamic product ads
Slideshow ads
Canvas ads
Photo ads
and with different formats of call

to action button.

PARTNER
SOCIAL ADS
E-COMMERCE RULES
RULES & USES
YOUTUBE ADS
SOCIAL ADS I This format is restricted to

SOCIAL ADS II regular and pay story format
E-MAIL RULES ads on social platforms such as
VISUAL GUIDES Instagram and Facebook.
Partner logo is not required

once page picture profile will be
displayed.
Always use the swipe up call to

action button.
INSTAGRAM & FACEBOOK
STORIES ADS

PARTNER
E-MAIL
E-COMMERCE RULES
RULES & USES
YOUTUBE ADS
SOCIAL ADS I E-mail marketing formats

SOCIAL ADS II
E-MAIL RULES Pre Sales

VISUAL GUIDES Launch
Campaign support
For each format you have a

hierarchy between campaign call
to action and offer call to action.
After the first scroll frames for

product variation and accessories
will be available.
Those assets will be provide by

retail global team in each NPI.
PRE SALES E-MAIL LAUNCH E-MAIL PROMOTIONAL E-MAIL

1/6 w 1/6 w
VISUAL GUIDES x x PARTNER LOGO
E-COMMERCE RULES
1,5x
YOUTUBE ADS Follow the same rules in media communication,
SOCIAL ADS I the only addition being the partner logo the
SOCIAL ADS II same size as the masterbrand logo. x $000,00
E-MAIL RULES
VISUAL GUIDES 2/3x LOREM IPSUM

DOLOR SIT AMET
1/4w
1/3w 1/3w
1x
x PARTNER LOGO
1x PARTNER LOGO
1,5x
1,5x
$000,00 1x
$000,00 x


DISPLAYS
GUIDELINES
HARD DISPLAY GLORIFIER
SOFT DISPLAY GLORIFIER
HARD DISPLAY GLORIFIER 2 POSITIONS
HARD DISPLAY GLORIFIER ALARM
SOFT DISPLAY GLORIFIER ALARM
PHONE HOLDER
DISPLAY T A4
DISPLAY T COMPARATIVE
INTERACTIVE TABLE TOP DISPLAY
COLOR DISPLAY
TABLE TOWER DISPLAY
SINGLE TAKE ONE HOLDER
MULTIPLE TAKE ONE HOLDER
PHONE BASE

HARD DISPLAY GLORIFIER 1 POSITION

width: 240mm | height: 130mm | depth: 220mm
SOFT DISPLAY GLORIFIER USAGE

HARD DISPLAY GLORIFIER 2 POSITIONS Partner tables
HARD DISPLAY GLORIFIER ALARM SIS and Kiosk
SOFT DISPLAY GLORIFIER ALARM Motorola Store
PHONE HOLDER Events
DISPLAY T A4
DISPLAY T COMPARATIVE FUNCTIONALITY

INTERACTIVE TABLE TOP DISPLAY Call customer attention
COLOR DISPLAY Product experience
TABLE TOWER DISPLAY Brand awareness
MULTIPLE TAKE ONE HOLDER GRAPHICS

PHONE BASE It’s a master brand display for all franchises to
assure brand consistency and presence.
For formats and guidance please contact
global retail team.
TECHNICAL DRAWINGS
For technical drawings and localization
guidance please contact Global Retail
Marketing Team at -MBGBrandTeam@lenovo.com.
SHOPPER JOURNEY: CONSIDERATION/CONVERSION

SOFT DISPLAY GLORIFIER 1 POSITION


HARD DISPLAY GLORIFIER 2 POSITIONS Low cost solution
HARD DISPLAY GLORIFIER ALARM Partner tables
SOFT DISPLAY GLORIFIER ALARM SIS and Kiosk
PHONE HOLDER Motorola Store
DISPLAY T A4


global retail team.
TECHNICAL DRAWINGS

HARD DISPLAY GLORIFIER 2 POSITION


HARD DISPLAY GLORIFIER 2 POSITIONS Table Top
PHONE HOLDER Motorola Store
DISPLAY T A4 Events
INTERACTIVE TABLE TOP DISPLAY FUNCTIONALITY

COLOR DISPLAY Call customer attention
TABLE TOWER DISPLAY Product experience
SINGLE TAKE ONE HOLDER Brand awareness
PHONE BASE GRAPHICS

It’s a master brand display for all franchises to
global retail team.
TECHNICAL DRAWINGS



HARD DISPLAY GLORIFIER 2 POSITIONS Partner tables
HARD DISPLAY GLORIFIER ALARM Mix between hard displays
PHONE HOLDER
DISPLAY T A4


global retail team.
TECHNICAL DRAWINGS



HARD DISPLAY GLORIFIER 2 POSITIONS Low cost and size solution
SOFT DISPLAY GLORIFIER ALARM Mix between hard displays
PHONE HOLDER SIS and Kiosk
DISPLAY T A4

COLOR DISPLAY Call customer attention
TABLE TOWER DISPLAY Product experience
SINGLE TAKE ONE HOLDER Brand awareness
PHONE BASE GRAPHICS

global retail team.
TECHNICAL DRAWINGS

PHONE HOLDER

HARD DISPLAY GLORIFIER 2 POSITIONS Low cost and size solution
HARD DISPLAY GLORIFIER ALARM Partners glass cage
PHONE HOLDER FUNCTIONALITY

DISPLAY T A4 Call customer attention
DISPLAY T COMPARATIVE Exhibition
INTERACTIVE TABLE TOP DISPLAY Brand awareness
COLOR DISPLAY
TABLE TOWER DISPLAY GRAPHICS

SINGLE TAKE ONE HOLDER Goes with crowner or phone background
MULTIPLE TAKE ONE HOLDER application (check on hierarchy guide)
PHONE BASE
TECHNICAL DRAWINGS
SHOPPER JOURNEY: CONSIDERATION

DISPLAY T A4

HARD DISPLAY GLORIFIER 2 POSITIONS Product, Campaign and Brand communication
HARD DISPLAY GLORIFIER ALARM Partners table or glass cage
SOFT DISPLAY GLORIFIER ALARM Visible on both sides
PHONE HOLDER
DISPLAY T A4 FUNCTIONALITY
DISPLAY T COMPARATIVE Call customer attention
INTERACTIVE TABLE TOP DISPLAY Hard selling
COLOR DISPLAY Communication

PHONE BASE Must respect guidelines in this document and
print it with good quality
TECHNICAL DRAWINGS
SHOPPER JOURNEY: CONSIDERATION


HARD DISPLAY GLORIFIER 2 POSITIONS Motorola product comparison table
PHONE HOLDER
DISPLAY T A4 FUNCTIONALITY
DISPLAY T COMPARATIVE Facilitate customer decision
INTERACTIVE TABLE TOP DISPLAY Sell out

PHONE BASE Must respect guidelines in this document and
print it with good quality
TECHNICAL DRAWINGS
SHOPPER JOURNEY: CONVERSION

INTERACTIVE TABLE TOP DISPLAY


HARD DISPLAY GLORIFIER 2 POSITIONS NPI and Premium products experience
HARD DISPLAY GLORIFIER ALARM Partners table
SOFT DISPLAY GLORIFIER ALARM SIS
PHONE HOLDER Kiosk
DISPLAY T A4 Motorola Store

COLOR DISPLAY Stand out and Wow experience
TABLE TOWER DISPLAY Sell out
SINGLE TAKE ONE HOLDER Communication
MULTIPLE TAKE ONE HOLDER Brand awareness
PHONE BASE
GRAPHICS
Global Retail Marketing Team at
TECHNICAL DRAWINGS
SHOPPER JOURNEY: CONSIDERATION/CONVERSION Marketing Team at -MBGBrandTeam@lenovo.com.

COLOR DISPLAY

HARD DISPLAY GLORIFIER 2 POSITIONS Show color variation finishing
PHONE HOLDER SIS, Kiosk, Motorola Store
DISPLAY T A4

INTERACTIVE TABLE TOP DISPLAY Communication
COLOR DISPLAY Brand awareness
TABLE TOWER DISPLAY
SINGLE TAKE ONE HOLDER GRAPHICS

MULTIPLE TAKE ONE HOLDER It’s a master brand displays for all franchises
PHONE BASE by exchanging finishing colors on display
TECHNICAL DRAWINGS

TABLE TOWER DISPLAY


HARD DISPLAY GLORIFIER 2 POSITIONS Call attention to Motorola space
DISPLAY T A4

INTERACTIVE TABLE TOP DISPLAY Communication
COLOR DISPLAY Brand awareness
TABLE TOWER DISPLAY
SINGLE TAKE ONE HOLDER TECHNICAL DRAWINGS

MULTIPLE TAKE ONE HOLDER For technical drawings and localization
PHONE BASE guidance please contact Global Retail
SHOPPER JOURNEY: ATTRACTION



HARD DISPLAY GLORIFIER 2 POSITIONS Explain product benefit or campaign
DISPLAY T A4

INTERACTIVE TABLE TOP DISPLAY Fits two types of take one by using each side
MULTIPLE TAKE ONE HOLDER TECHNICAL DRAWINGS

PHONE BASE For technical drawings and localization



HARD DISPLAY GLORIFIER 2 POSITIONS Explain product benefit or campaign
DISPLAY T A4

INTERACTIVE TABLE TOP DISPLAY Fits three types of take one
MULTIPLE TAKE ONE HOLDER TECHNICAL DRAWINGS

PHONE BASE For technical drawings and localization

PHONE BASE

HARD DISPLAY GLORIFIER 2 POSITIONS Partners glass cage
SOFT DISPLAY GLORIFIER ALARM FUNCTIONALITY

PHONE HOLDER Call customer attention to Motorola space
DISPLAY T A4 and products
DISPLAY T COMPARATIVE Communication
INTERACTIVE TABLE TOP DISPLAY Brand awareness
COLOR DISPLAY
TABLE TOWER DISPLAY TECHNICAL DRAWINGS

SINGLE TAKE ONE HOLDER For technical drawings and localization
MULTIPLE TAKE ONE HOLDER guidance please contact Global Retail
PHONE BASE Marketing Team at -MBGBrandTeam@lenovo.com.
SHOPPER JOURNEY: ATTRACTION/CONSIDERATION

TOTEMS
GUIDELINES
TOTEM PREMIUM
SUPER T TOTEM

TOTEM PREMIUM
TOTEM PREMIUM
SUPER T TOTEM USAGE

Store or department front
Screen communication
SIS, Kiosk, Motorola Store
FUNCTIONALITY
Display videos and static communication
Call attention to Motorola space
Product awareness
Brand awareness
GRAPHICS
It’s a master brand displays for all franchises
an content must follow brand guideline
TECHNICAL DRAWINGS

SUPER T TOTEM
TOTEM PREMIUM
SUPER T TOTEM USAGE

Store or department front
Screen communication
FUNCTIONALITY
Display only static communication
Product awareness
Brand awareness
GRAPHICS
It’s a master brand displays for all franchises
an content must follow brand guideline
TECHNICAL DRAWINGS

SOFT ASSETS
GUIDELINES
PHONE BACKGROUND
CROWNER

PHONE BACKGROUND
width: 140mm | height: 145mm
PHONE BACKGROUND
CROWNER USAGE
With Phone Holder Display
Partner table or glass cage
FUNCTIONALITY
Explain product benefits
Product awareness
Brand awareness
GRAPHICS
It’s a master brand display for all franchises by
enhancing graphics communication
For formats and guidance please
contact global retail team
TECHNICAL DRAWINGS
SHOPPER JOURNEY: ATTRACTION/CONSIDERATION/CONVERSION

CROWNER
width: 80mm | height: 63mm
PHONE BACKGROUND
CROWNER USAGE
With Phone Holder Display or product alone
on security system
Partner table or glass cage
FUNCTIONALITY
Explain product benefits
Product awareness
Brand awareness
GRAPHICS
It’s a master brand display for all franchises by
enhancing graphics communication
For formats and guidance please
contact global retail team
TECHNICAL DRAWINGS
SHOPPER JOURNEY: ATTRACTION/CONSIDERATION/CONVERSION

MOTOSTORE
OUR STORE

Store concept design and finishing is a global guidance for all Motorola Stores execution around globe.
OUR STORE Global team will handle all project adjustment on blue print and local constructor support when needed.
For technical draws or any other information please contact us via -MBGBrandTeam@lenovo.com.
OUR STORE
*Fee cost for blue print adjustment is around 3K USD per project.

TABLES
MODULAR TABLE WITH TOTEM
LARGE STANDALONE TABLE
MEDIUM STANDALONE TABLE
SMALL STANDALONE TABLE
STANDALONE TOTEM
PREMIUM STANDALONE DISPLAY
WHITE VERSIONS

LARGE STANDALONE TABLE USAGE

MEDIUM STANDALONE TABLE Dedicated Motorola Spaces
SMALL STANDALONE TABLE SIS
STANDALONE TOTEM Events & POS activation
WHITE VERSIONS COLORS

Dark Blue: Primary standard version of POS
table
FUNCTIONALITY
Call customer attention
Brand awareness
Product experience
GRAPHICS
Can be used with or without acrylic motonet
laser printed or backlight version.
TECHNICAL DRAWINGS


width: 180cm | height: 100cm | depth: 80cm


table
FUNCTIONALITY
Brand awareness
Product experience
GRAPHICS
TECHNICAL DRAWINGS




table
FUNCTIONALITY
Brand awareness
Product experience
GRAPHICS
TECHNICAL DRAWINGS




table
FUNCTIONALITY
Brand awareness
Product experience
GRAPHICS
TECHNICAL DRAWINGS

STANDALONE TOTEM


table
FUNCTIONALITY
Brand awareness
Product experience
GRAPHICS
TECHNICAL DRAWINGS



MEDIUM STANDALONE TABLE NPI and Premium products experience
SMALL STANDALONE TABLE Shop front or department front
STANDALONE TOTEM SIS
PREMIUM STANDALONE DISPLAY Kiosk
WHITE VERSIONS Motorola Store
FUNCTIONALITY
Stand out and Wow experience
Sell out
Communication
Brand awareness
GRAPHICS
global retail team.
TECHNICAL DRAWINGS

WHITE VERSIONS
(EXCEPTION)

Only to be used as an exception if partner
STANDALONE TOTEM
guidelines does not approve primary version.
WHITE VERSIONS

SERVICE CENTER
GUIDELINES
LOGO
STORE FRONT
BRAND WALL I
BRAND WALL II
CONCIERGE DESK I
CONCIERGE DESK II
BRAND ELEMENTS I
BRAND ELEMENTS II
STORE SIGNAGE I
STORE SIGNAGE II
HELP DESK I
HELP DESK II

SERVICE
CENTER
LOGO
LOGO
STORE FRONT
BRAND WALL I This is the main logo for

BRAND WALL II Service Center, it must be used
CONCIERGE DESK I horizontally in dark blue for
CONCIERGE DESK II positive applications and white
BRAND ELEMENTS I for negative ones. The safe area
BRAND ELEMENTS II always must be respeite
STORE SIGNAGE I
STORE SIGNAGE II
HELP DESK I
HELP DESK II

STORE FRONT
LOGO
APPLICATION
STORE FRONT
BRAND WALL I Service Center logo applied with

BRAND WALL II dark blue background.
CONCIERGE DESK I
CONCIERGE DESK II
BRAND ELEMENTS I
BRAND ELEMENTS II
STORE SIGNAGE I
STORE SIGNAGE II
HELP DESK I
HELP DESK II

BRAND WALL
LOGO
STORE FRONT
BRAND WALL I Store main area, must have the

BRAND WALL II Motorola logo with Moto Net. The
CONCIERGE DESK I background can be used in main
CONCIERGE DESK II colors.
BRAND ELEMENTS I
BRAND ELEMENTS II
STORE SIGNAGE I
STORE SIGNAGE II
HELP DESK I
HELP DESK II

BRAND WALL
LOGO
STORE FRONT
BRAND WALL I Store main area, must have the

BRAND WALL II Motorola logo with Moto Net. The
CONCIERGE DESK I background can be used in main
CONCIERGE DESK II colors.
BRAND ELEMENTS I
BRAND ELEMENTS II
STORE SIGNAGE I
STORE SIGNAGE II
HELP DESK I
HELP DESK II

CONCIERGE
LOGO
DESK
STORE FRONT
BRAND WALL I Use lifestyle pictures accordily

BRAND WALL II with the imagery from this guide.
CONCIERGE DESK I
CONCIERGE DESK II
BRAND ELEMENTS I
BRAND ELEMENTS II
STORE SIGNAGE I
STORE SIGNAGE II
HELP DESK I
HELP DESK II

CONCIERGE
LOGO
DESK
STORE FRONT
BRAND WALL I Use lifestyle pictures accordily

BRAND WALL II with the imagery from this guide.
CONCIERGE DESK I
CONCIERGE DESK II
BRAND ELEMENTS I
BRAND ELEMENTS II
STORE SIGNAGE I
STORE SIGNAGE II
HELP DESK I
HELP DESK II

BRAND
LOGO
ELEMENTS
STORE FRONT
BRAND WALL I Use the Moto Net as the main

BRAND WALL II asset for Brand positioning.
CONCIERGE DESK I The background must be dark
CONCIERGE DESK II blue or red.
BRAND ELEMENTS I
BRAND ELEMENTS II
STORE SIGNAGE I
STORE SIGNAGE II
HELP DESK I
HELP DESK II

BRAND
LOGO
ELEMENTS
STORE FRONT
BRAND WALL I Use the Moto Net as the main

BRAND WALL II asset for Brand positioning.
CONCIERGE DESK I The background must be dark
CONCIERGE DESK II blue or red.
BRAND ELEMENTS I
BRAND ELEMENTS II
STORE SIGNAGE I
STORE SIGNAGE II
HELP DESK I
HELP DESK II

STORE
LOGO
SIGNAGE
STORE FRONT
BRAND WALL I The signs must be all written with

BRAND WALL II Gotham Bold and in one single
CONCIERGE DESK I word such as hellomoto.
CONCIERGE DESK II Use two colors for better
BRAND ELEMENTS I readability, always use white first.
BRAND ELEMENTS II For the background color use
STORE SIGNAGE I dark blue or red.
STORE SIGNAGE II
HELP DESK I
HELP DESK II

STORE
LOGO
SIGNAGE
STORE FRONT
BRAND WALL I The signs must be all written with

BRAND WALL II Gotham Bold and in one single
CONCIERGE DESK I word such as hellomoto.
CONCIERGE DESK II Use two colors for better
BRAND ELEMENTS I readability, always use white first.
BRAND ELEMENTS II For the background color use
STORE SIGNAGE I dark blue or red.
STORE SIGNAGE II
HELP DESK I
HELP DESK II

HELP DESK
LOGO
STORE FRONT
BRAND WALL I For the background color

BRAND WALL II use dark blue or red, apply
CONCIERGE DESK I the Moto Net and Motorola
CONCIERGE DESK II primary logo.
BRAND ELEMENTS I
BRAND ELEMENTS II
STORE SIGNAGE I
STORE SIGNAGE II
HELP DESK I
HELP DESK II

HELP DESK
LOGO
STORE FRONT
BRAND WALL I It’s possible to use lifestyle

BRAND WALL II Picture with the Motorola service
CONCIERGE DESK I center as well.
CONCIERGE DESK II
BRAND ELEMENTS I
BRAND ELEMENTS II
STORE SIGNAGE I
STORE SIGNAGE II
HELP DESK I
HELP DESK II

SOCIAL MEDIA
GUIDELINES
SOCIAL OVERVIEW
HOW TO USE
PURPOSE AND GOALS
OUR SOCIAL PILLARS
OUR TONE ON SOCIAL
SOCIAL MEDIA GOALS
SOCIAL OPPORTUNITY
LOOK & FEEL
MESSAGING PILLARS
FACEBOOK
INSTAGRAM
TWITTER
YOUTUBE

SOCIAL
SOCIAL OVERVIEW
HOW TO USE
OVERVIEW
PURPOSE AND GOALS
OUR SOCIAL PILLARS Bringing the

OUR TONE ON SOCIAL consumer experience
SOCIAL MEDIA GOALS to social media
SOCIAL OPPORTUNITY
LOOK & FEEL
MESSAGING PILLARS The role of all Motorola O&O

FACEBOOK Social Channels: REINFORCE
INSTAGRAM BRAND MANIFESTO by
TWITTER strenghening our authenticity.
YOUTUBE
Any social media activation,
paid or unpaid, is also a digital
touchpoint in consumer
journey and part of our BRAND
ECOSYSTEM.
We must extend the consumer

experience into social in order
to cultivate BRAND AFFINITY.

SOCIAL OVERVIEW
USING THIS
HOW TO USE
PURPOSE AND GOALS
OUR SOCIAL PILLARS

PLAYBOOK
OUR TONE ON SOCIAL
SOCIAL MEDIA GOALS
SOCIAL OPPORTUNITY Say ‘Hello’ to our new and comprehensive

LOOK & FEEL playbook that defines Motorola’s branding
MESSAGING PILLARS on social media. By establishing this
FACEBOOK playbook, we want to create a unified,
INSTAGRAM documented approach to creating &
TWITTER engaging with our social community and
YOUTUBE how content should be presented within our
social ecosystem, so it reflects the essence
of our brand and what we stand for.
Consider this as an evolving source for

consistent communication across a wide
audience of internal marketing teams,
agencies and beyond to reinforce the
strength of the brand.

SOCIAL OVERVIEW
PURPOSE
HOW TO USE
PURPOSE AND GOALS
OUR SOCIAL PILLARS

AND GOALS
OUR TONE ON SOCIAL
SOCIAL MEDIA GOALS Anyone looking to create or promote

SOCIAL OPPORTUNITY content across Motorola’s owned &
LOOK & FEEL operated social channels should use
MESSAGING PILLARS this document to:
FACEBOOK
INSTAGRAM
TWITTER
YOUTUBE
UNDERSTAND CREATE
our approach to social media content according to the content
buckets established within this guide

OUR SOCIAL To achieve this consistency on a global scale, every social activation’s purpose must be clear.
The answer to ‘Why‘ Motorola is posting this should ladder back to at least one of these four pillars
SOCIAL OVERVIEW
HOW TO USE
PILLARS Educate Entertain Promo Care
PURPOSE AND GOALS
OUR SOCIAL PILLARS Taking the brand V.I.

to social media
OUR TONE ON SOCIAL
SOCIAL MEDIA GOALS Examples Examples Examples Examples

SOCIAL OPPORTUNITY
LOOK & FEEL — Knowledge-sharing — Topical celebrations — Ads — Customer service

MESSAGING PILLARS — Tips and Tricks — Edge+ premium — Seasonal promotions — Troubeshooting
FACEBOOK In order to break through the clutter, — The future of 5G — Razr Music Release — Marketing replies
INSTAGRAM we must own our visual identity on
TWITTER social media:
YOUTUBE
GET existing or net new consumers.
TO believe that Motorola is an Goal Goal Goal Goal
authentic Industry-leader.
BY breaking through the clutter of — Drive Credibility — Demonstrate relatability — Drive sales — Increase visibility of
social media. — Watch Dog for the — Increase relevance — Promote do product great customer service
Consumer Increase through pop culture targets — Cultivate trust
Beyond visual consistency, we must — Product Advocacy — Invite consumers to join — Return on ad spend
take any opportunity we can to be through Consumer in the conversation
relevant to our audience. They should Passion
be able to discover us easily and feel
invited - not bombarded.

OUR TONE SOCIAL HASHTAG USES

Branded hashtags are
SOCIAL HASHTAG USES
Move discussion to
WE ARE
— Confident
SOCIAL OVERVIEW
HOW TO USE
ON SOCIAL a great way to engage
audiences and garner
exposure for the brand.
private channel/DM
when:
— Challenger
— Intriguing
— Inclusive
PURPOSE AND GOALS Don’t overuse hashtags — Customer expresses
OUR SOCIAL PILLARS Our tone of voice in the words we for discoverability. frustration or
OUR TONE ON SOCIAL choose should reflect our brand, dissatisfaction;
SOCIAL MEDIA GOALS in touch and totally tuned into — When asking for
SOCIAL OPPORTUNITY the moment. Avoid writing long, #hellomoto customer’s private WE ARE NOT
LOOK & FEEL detailed copy that can be difficult to details; — Serious
MESSAGING PILLARS comprehend. #motorola — When asking — Corporate
FACEBOOK troubleshooting — Salesy
INSTAGRAM Our messages should have a #motofoto questions before — Condescending
TWITTER compelling call to action. assisting them — Basic Boring
YOUTUBE further. — Over-the-top
— Quirky
— Jargony
EMOJIS — Acronym Clogged
Use emojis where appropriate as it helps convey the — Desperate
message, but do not overuse it. Do not add emojis that — Arrogant
could be misinterpreted.

SOCIAL MEDIA
SOCIAL OVERVIEW
HOW TO USE
GOALS
PURPOSE AND GOALS
OUR SOCIAL PILLARS
OUR TONE ON SOCIAL
SOCIAL MEDIA GOALS
SOCIAL OPPORTUNITY
LOOK & FEEL
MESSAGING PILLARS
FACEBOOK
INSTAGRAM
TWITTER
YOUTUBE
CULTIVATE SPREAD PURCHASE CREATE RETAIN

User the word of Motorola Positive brand Existing
involvement mouth devices image customers

SOCIAL OVERVIEW
HOW TO USE
SOCIAL OPPORTUNITY
PURPOSE AND GOALS
OUR SOCIAL PILLARS
OUR TONE ON SOCIAL Embracing Reaching & Converting

SOCIAL MEDIA GOALS
SOCIAL OPPORTUNITY Drive advocacy by creating loyalists. By creating not just content, but
LOOK & FEEL Establish a brand community of moments & emotions. Leverage rational &
MESSAGING PILLARS ‘Motorolans’. Give them a reason to emotional storytelling for brand building,
FACEBOOK engage with us, share their experiences. driving word-of-mouth recommendations,
INSTAGRAM Reward them for their efforts increasing website traffic
TWITTER
YOUTUBE
Interacting & Listening Influencing

Post content that encourage audiences Influence your audience with
to talk to you. Respond to customer information: blogs, PR, influencers,
comments, suggestions, praise, criticism strategic partnership
– an important part of making them
feel like a part of the brand community.
Show their voices are being heard &
acted upon.

SOCIAL OVERVIEW
HOW TO USE
VISUAL
PURPOSE AND GOALS
OUR SOCIAL PILLARS
OUR TONE ON SOCIAL

LOOK & FEEL
SOCIAL MEDIA GOALS
SOCIAL OPPORTUNITY Social media content contributes to users’

LOOK & FEEL perceptions of Motorola. We are an iconic
MESSAGING PILLARS smartphone brand that is innovative, bold,
FACEBOOK lively brand and this brand essence must be
INSTAGRAM reflected in our visual expression.
TWITTER
YOUTUBE With so much of social clutter, we have

less than 5 seconds to catch our audience’s
attention. Therefore, we must ensure
our social content is eye-grabbing and
that people instantly recognize Motorola
branding in the content.
Always consider PEOPLE, LIGHTING,

COMPOSITION and PLACES as explained in
depth in imagery session.

SMARTER TECHNOLOGY FOR ALL

GLOBAL CONTENT
Product Content Thought Leadership Content Cultural content
OUR
THEMES
Build Trust in Build Trust in Expertise Build Trust in

MESSAGING
SOCIAL OVERVIEW
HOW TO USE Product Relationship

PURPOSE AND GOALS
OUR SOCIAL PILLARS
OUR TONE ON SOCIAL
SOCIAL MEDIA GOALS

PILLARS — NPI Assets
— Software Assets
— Tech Events
— Awards
— Moment
— Marketing
SOCIAL OPPORTUNITY — Partner Collaboration — Media Events — Social Causes
LOOK & FEEL Assets (ie Micron, — User Generated
MESSAGING PILLARS QualComm) — Leadership & Employee Advocacy Content
FACEBOOK — MotoTips — Business Performance — Hashtag CONTENT TACTICS
INSTAGRAM — My UX Connect — Marketing
TWITTER Tutorial — Video Uploads
YOUTUBE — Reviews — Influencers
— Making of Videos — Partnerships
— Moto Only Moments — Community
— Management
Innovation
Business performance LENOVO EARNED
MEDIA PILLARS
citizenship (ie D&I)
workplace (ie best place to work)
Motorola’s Identified Areas of Opportunity

Channel Strategy
Guidelines
PRIMARY CHANNELS
SECONDARY CHANNELS
TARGET AUDIENCE
STATUS SHOPPER
TECH CENTRICS
DEAL SEEKERS
COMMUNITY MANAGEMENT I
COMMUNITY MANAGEMENT II

PRIMARY CHANNELS
WHY WHERE WHAT WHO HOW WHEN
channel’s role to focus the story messaging considerations channel audience content focus and format post cadence
PRIMARY CHANNELS
SECONDARY CHANNELS
TARGET AUDIENCE
STATUS SHOPPER Bring inspiration & Community building — Platform to build PRIMARY: Share a common view
1–2
FACE BO O K
TECH CENTRICS innovation with light & to create Motorola CRM database — Status Shoppers & create a community
DEAL SEEKERS fun brand and product loyalists (explorers, — Steer traffic to that cares posts/day
COMMUNITY MANAGEMENT I storytelling. enthusiasts, loyalists website traffic SECONDARY:
COMMUNITY MANAGEMENT II ultimately leading — Tech Centrics Format: Text, photos,
to sales — Deal Seekers videos, links, poll,
event, stories and live
video
Be the go-to source Ignition point to build — News PRIMARY: Go-to source for
for personalized care, relevant audience announcements, — Status Shoppers personalized care, 1–3
T W IT T E R
brand news & updates. key events that brand news & updates tweets/day
media may cover SECONDARY:
(live tweeting & — Tech Centrics Format: Text, photos,
hashtag trending) videos, GIFs, emojis,
— Go-to platform for polls, ASCII
customer support

SECONDARY CHANNELS
WHY WHERE WHAT WHO HOW WHEN
channel’s role to focus the story messaging considerations channel audience content focus and format post cadence
PRIMARY CHANNELS
SECONDARY CHANNELS
TARGET AUDIENCE
STATUS SHOPPER Share creative Platform for visual — Spark inspiration PRIMARY: Bring inspiration,
4–7
I N STAGRA M
TECH CENTRICS visualizations of treat. Must use by sharing mostly — Status Shoppers motivation and
DEAL SEEKERS products that best quality images lifestyle content innovation through posts/week
COMMUNITY MANAGEMENT I audiences enjoy, showcasing our — Significant buying SECONDARY: brand/product &
COMMUNITY MANAGEMENT II high-quality product/brand in an influencer — Tech Centrics influencer content
photography, go inspiring way. — Leverage Instagram — Deal Seekers
beyond & behind the Shoppable Format: Photos, videos,
product. stories, live videos
Follow Motorola’s Act as a video — News PRIMARY: Go-to source for

visual journey about content repository. announcements, — Status Shoppers personalized care, 1–3
YO U T U B E
products, people, key events that brand news & updates tweets/day
communities, events media may cover SECONDARY:
& campaigns. (live tweeting & — Tech Centrics Format: Text, photos,
hashtag trending) videos, GIFs, emojis,
— Go-to platform for polls, ASCII
customer support

TARGET AUDIENCE
KEY AUDIENCE SEGMENTS

PRIMARY CHANNELS
SECONDARY CHANNELS
TARGET AUDIENCE
STATUS SHOPPER
TECH CENTRICS Status Shoppers Tech Centrics Deal Seekers

DEAL SEEKERS
COMMUNITY MANAGEMENT I Flagship, Razr, Edge Flagship, Edge, One, G Family One, G, E Family
COMMUNITY MANAGEMENT II
Want the latest greatest smartphone Tech knowledgeable early adopters, they Price/promos is a top consideration,
and will pay for the best brand/most are ‘go-to’ person for advice; focus on ideally from a well-known brand. Rely
advanced/high design to stand out. features & performance (over design); and on advice from others, late adopters
Informed early adopters advise others. will pay, but as practical, they wait for the
price to decline/promos.
EMERGING AUDIENCE Brand Platform Digital First Timers

SEGMENTS New Gen of Mobile Users 2020 Gen Z, 65+ online shopping
Regardless of where they fall in Motorola’s segmentation, our audiences have one
thing in common: they are curious about technology as a tool to move forward.

STATUS What are their typical

PRIMARY CHANNELS
SECONDARY CHANNELS
SHOPPER characteristic traits? How do we reach them? Competitors
TARGET AUDIENCE
STATUS SHOPPER Note — Love Design - Willing to pay more Facebook & Instagram: iPhone, Samsung, Pixel
TECH CENTRICS for smartphones with a great
DEAL SEEKERS Typical nature of status looking design — INTEREST: Technology > Consumer
COMMUNITY MANAGEMENT I shoppers: — Early adoption - First to buy latest Electronics; Shopping
COMMUNITY MANAGEMENT II smartphone — BEHAVIORS: Mobile Device User
Price/Promos – look for — Tech Appetite - Seek products with > All Mobile Devices by Brand/
promotions/substantial most advanced features All Mobile Devices by OS/All
discounts — Brand Focus - Prefer well known Mobile Devices/Feature Phones/
brand Smartphone Owners; Purchase
Brand Agnostic – no preference — Love Design - Value design over Behavior > Technology
or loyalty on brand name performance Love Design - Willing
to pay more for smartphones with a Twitter:
Price - Value Features of well- great looking design Profile skews*
known brand but cheaper — Early adoption - First to buy latest — INTEREST: Technology > Consumer
smartphone Electronics; Shopping
— Tech Appetite - Seek products with — BEHAVIORS: Mobile Device User Mostly skews male;
most advanced features > All Mobile Devices by Brand/ >25 y.o.
— Brand Focus - Prefer well known All Mobile Devices by OS/All
brand Mobile Devices/Feature Phones/
— Love Design - Value design over Smartphone Owners; Purchase
performance Behavior > Technology
*Based on US, BR and UK.

Source: Lenovo Segmentation Study

TECH What are their typical

characteristic traits? How do we reach them? Competitors
PRIMARY CHANNELS
SECONDARY CHANNELS
CENTRICS — Tech Appetite - Seek products with Facebook & Instagram: Huawei, Honor, OnePlus,
TARGET AUDIENCE most advanced features Oppo
STATUS SHOPPER — Influence (opinion leader) - People — INTEREST: Technology >
TECH CENTRICS often ask me for my advice Consumer Electronics; Shopping;
DEAL SEEKERS — Early adoption - First to buy latest Entertainment > Games/Music/
COMMUNITY MANAGEMENT I smartphone Movies/Reading
COMMUNITY MANAGEMENT II — Brand Focus - Prefer well known — BEHAVIORS: Digital Activities
brand > Photo Uploaders/Technology
— Price/Promos – look for promotions/ Adopters (early); Mobile Device
substantial discounts User > All Mobile Devices by Brand/
All Mobile Devices by OS/All
Mobile Devices/Feature Phones/
Smartphone Owners; Purchase
Behavior > TechnologyBehavior > Profile skews*
Technology
Twitter: High male skew;

25 - 44 y.o
— INTEREST: Gaming > Mobile
Gaming/Online Gaming; Technology
and Computing > Mobile/Tech
News/Cell phones; Business >
Technology; Hobbies & Interests >
Shopping


DEAL What are their typical

characteristic traits? How do we reach them? Competitors
PRIMARY CHANNELS
SECONDARY CHANNELS
SEEKERS — Price/Promos – look for promotions/ Facebook & Instagram: Xiaomi, Vivo, Nokia
TARGET AUDIENCE substantial discounts
STATUS SHOPPER — Influence (Seeker) - I rely on advice — INTEREST: Technology > Consumer
TECH CENTRICS from friends/family Electronics; Shopping
DEAL SEEKERS — Price - Value for features — BEHAVIORS: Digital Activities
COMMUNITY MANAGEMENT I — Brand Focus - Prefer well known > Photo Uploaders/Technology
COMMUNITY MANAGEMENT II brand Adopters (early/late); Mobile
Device User > All Mobile Devices
by Brand/All Mobile Devices by OS/
All Mobile Devices/Feature Phones/
Smartphone Owners; Purchase
Behavior > Technology
Twitter: Profile skews*

— INTEREST: Technology and
Computing > Mobile/Cell phones; High female skew;
Business > Technology; Hobbies & 18 - 24 y.o. & 35+
Interests > Shopping


COMMUNITY MANAGEMENT
Questions About POSITIVE OR Questions About

PRIMARY CHANNELS
SECONDARY CHANNELS Product & Prices GENERAL COMMENTS Product & Prices
TARGET AUDIENCE
STATUS SHOPPER
TECH CENTRICS — Hello, @name, great that you are interested in — Sweet. Super excited to know you bought the — Hello, @name, great that you are interested in
DEAL SEEKERS <product name>. Check out this link for more new motorola one zoom. Let’s celebrate. 🎉 <product name>. Check out this link for more
COMMUNITY MANAGEMENT I deets: <link> deets: <link>
COMMUNITY MANAGEMENT II — That’s what we love to hear. 🕺 Thanks a mill for —
— No timeframe on a restock right now but stay your support! — No timeframe on a restock right now but stay
tuned here for availability updates. tuned here for availability updates.
— *Blush Blush* 😊 Thanks for the compliment. We —
— Thank you for showing your interest in love your love for motorola devices! — Thank you for showing your interest in
Motorola devices. Stay tuned to know more Motorola devices. Stay tuned to know more
about product availability. — Yaas! 🤟 Glad to hear this. Keep sharing your about product availability.
experiences with us, @name.
— We feel the love, @name!
— Right on — so glad you are digging what we

are doing.
— Thanks — we couldn’t agree more.
— Woop woop — thanks! Awkward victory dance

happening over here.
Move discussion to private channel/DM when: customer is furious & riling up, when asking
for customer’s private details, when asking troubleshooting questions before assistance.

COMMUNITY MANAGEMENT
EVENTS QUERIES
PRIMARY CHANNELS
SECONDARY CHANNELS & RESPONSES FEEDBACK TIPS

TARGET AUDIENCE
STATUS SHOPPER
TECH CENTRICS — Thank you for your interest in <event name>, — You’re awesome! Thanks for sharing your — Less corporate, more human
DEAL SEEKERS @name. It will take place on 11th November at feedback. We’ll take this forward for —
COMMUNITY MANAGEMENT I <venue>. consideration. — Be emotive
COMMUNITY MANAGEMENT II — — —
— Hey there! Thank you for your interest in our — Your feedback has been noted! Fans like you — Use emojis in your replies
<event>. Tickets are available here: [link]. See inspire us to improve our company as a whole. —
ya soon! — — Avoid spelling mistakes
— — We’ll definitely take note of your suggestion!
— Thanks a mill. So glad you had a blast at the
launch event.
Move discussion to private channel/DM when: customer is furious & riling up, when asking
for customer’s private details, when asking troubleshooting questions before assistance.

Facebook
OUR PLAY
COVER & PROFILE PIC
PAGE INFORMATION
STRUCTURE
ASSET SIZING
PHOTO
CAROUSEL
INSTANT EXPERIENCES
EVENTS
SLIDESHOW
BEST PRACTICES
MEASUREMENTS

OUR
OUR PLAY
COVER & PROFILE PIC
PAGE INFORMATION
FACEBOOK
STRUCTURE
ASSET SIZING
PHOTO
PLAY
CAROUSEL
INSTANT EXPERIENCES
EVENTS
SLIDESHOW
BEST PRACTICES
MEASUREMENTS
BUILD REWARD TELL DRIVE

community & spark brand advocates compelling brand website traffic &
conversation stories purchase

COVER &
PROFILE
PICTURE Activate the ‘Shop Now’
OUR PLAY Regional cover photo should follow the button with a tracked link to
COVER & PROFILE PIC momentum of the country and align to the motorola website. This
PAGE INFORMATION relevant NPI guidance from their Brand helps to convert traffic.
STRUCTURE Managers. Batwing changes must be
ASSET SIZING campaign-relevant and approved by
PHOTO Brand Leads.
CAROUSEL
INSTANT EXPERIENCES Create stunning video covers to tell

EVENTS our visitors about our brand & the
SLIDESHOW latest campaigns. Cover videos are on
BEST PRACTICES auto play, quickly holding the visitor’s
MEASUREMENTS attention while engaging with them
right off the bat.
Profile picture should always be

Motorola brand logo. This should be Facebook covers can also
consistent for all of Motorola’s social be in image or slideshow
channels format. You may also explore
mosaic format to compile
Cover Size: 828x360px multiple images.
Safe zone (640px x 312px)
Profile Picture Size: 1629x1628px
Take a look at this Facebook help

document for more information.

PAGE
OUR PLAY
COVER & PROFILE PIC

INFORMATION
PAGE INFORMATION
STRUCTURE Page name should always be

ASSET SIZING ‘Motorola’ followed by the country
PHOTO name.
CAROUSEL
INSTANT EXPERIENCES Strive for page verification.

EVENTS
SLIDESHOW Ensure tabs are in order with these

BEST PRACTICES items visible.
MEASUREMENTS
Ensure all contact information is

correctly filled in, including: phone,
number, email id, website link
Update your page ‘About’ section &

‘Our Story’ in these exact words.

SAMPLE POST
STRUCTURE
OUR PLAY Caption copy
COVER & PROFILE PIC
PAGE INFORMATION When structuring your Facebook

STRUCTURE post, stay focused on the
ASSET SIZING communication goal of the post:
PHOTO How is this achieving the goal?
CAROUSEL
INSTANT EXPERIENCES Whatever the individual post goal—

EVENTS i.e., to drive awareness, engagement,
SLIDESHOW website traffic, inspiration—it should
BEST PRACTICES have the ability to ladder back to
MEASUREMENTS Motorola’s holistic communications Headline &
goals. All regional posts, then, Description CTA (OPTIONAL)
should include shortened, trackable
link with #hellomoto.
With Carousel posts, highlight your #hellomoto

product, illustrate how to use a
product or tell a story

ASSET SIZING
RECOMMENDATIONS
OUR PLAY
COVER & PROFILE PIC
PAGE INFORMATION
STRUCTURE
ASSET SIZING
PHOTO
CAROUSEL Image/Link Carousel/ Stories

INSTANT EXPERIENCES Collection
EVENTS 1200 x 628px 1080x1920
SLIDESHOW or 9:16 to 16:9 image ratio 600 x 600 or a 1.91 to 9.16
BEST PRACTICES or 1:1 image ratio image ratio
MEASUREMENTS
Event Image
1920x1080 to 16:9 image ratio

POST FORMATS
Photo
Clean & simple format to feature engaging
OUR PLAY imagery and copy. Convey who you are
COVER & PROFILE PIC and what you do through with high-quality
PAGE INFORMATION images or illustrations
STRUCTURE
ASSET SIZING
PHOTO Post Goal Options

CAROUSEL Why choose this format?
INSTANT EXPERIENCES
EVENTS — Drive people to your site

SLIDESHOW — Create an ad in minutes
BEST PRACTICES — Raise awareness of products
MEASUREMENTS
Motorola use cases
When to use this format?
— NPI
— Seasonal Promotions
— Events
— Contests/Campaigns
— UGC
— Influencer Tie-up

POST FORMATS
Carousel
Carousel ads let you showcase up to ten
OUR PLAY images or videos in a single ad, each with its
COVER & PROFILE PIC own link. Highlight different products or tell
PAGE INFORMATION a brand story that develops across each card
STRUCTURE
ASSET SIZING

INSTANT EXPERIENCES
EVENTS — Reach
SLIDESHOW — Brand awareness
BEST PRACTICES — Traffic
MEASUREMENTS — App installs
— Lead generation
— Conversions
— Catalog sales
Motorola use cases

— NPI

POST FORMATS
Instant experiences
Instant Experience, formerly called Canvas,
OUR PLAY provides a full-screen, mobile-optimized
COVER & PROFILE PIC experience instantly from your ad
PAGE INFORMATION
STRUCTURE
ASSET SIZING Post Goal Options

PHOTO Why choose this format?
CAROUSEL
INSTANT EXPERIENCES — Traffic (website clicks and

EVENTS app engagement)
SLIDESHOW — Brand Awareness
BEST PRACTICES — Reach
MEASUREMENTS — Engagement Conversions
— Video views
— Store traffic
— App installs
Motorola use cases

— NPI
— Leads
— Customer Acquisition
— Story Telling
— Look book

POST FORMATS
Events
Used to promote awareness of your event
OUR PLAY and drive responses. You can design your
COVER & PROFILE PIC event ad to appear as an image or video
PAGE INFORMATION
STRUCTURE
ASSET SIZING

INSTANT EXPERIENCES
EVENTS — Engagement
SLIDESHOW — Traffic
BEST PRACTICES — Conversions
MEASUREMENTS
Motorola use cases

— Launch/Other Events

POST FORMATS
Slideshow
Slideshow ads are video-like ads made of
OUR PLAY motion, sound and text. These lightweight
COVER & PROFILE PIC clips help you tell your story beautifully
PAGE INFORMATION across devices and connection speeds
STRUCTURE

PHOTO Why choose this format?
CAROUSEL
INSTANT EXPERIENCES — Brand Awareness * Reach

EVENTS — App Installs
SLIDESHOW — Traffic
BEST PRACTICES — Engagement
MEASUREMENTS — Lead Generation
— Messages
— Video Views*
— Conversions
— Store traffic
Motorola use cases

— NPI
— Events
— UGC

CONTENT BEST PRACTICES
OUR PLAY 1. Think mobile first 4. 1-3 hashtags

COVER & PROFILE PIC
PAGE INFORMATION 96% of active Facebook users access the #hellomoto

STRUCTURE social media platform via mobile devices
ASSET SIZING
PHOTO
CAROUSEL
INSTANT EXPERIENCES
EVENTS 2. Less text is more 5. CTA use

SLIDESHOW
BEST PRACTICES Tip: Images that are uncluttered by text Tip: Use appropriate CTAs for ad
MEASUREMENTS have greater impact, so stick to the most campaign to drive action
important details
3. Branding 6. Respond to Comments

The profile pic and username can stand Tip: To build brand trust, use a consistent
for the masterbrand logo, so don’t use brand voice. Respond to comments &
inside posts. questions

WHAT TO MEASURE
Ad Spends & Sales*
Trend & Sentiment Website Visits
OUR PLAY
COVER & PROFILE PIC Total number of outgoing posts compared Total video post impressions compared
PAGE INFORMATION to the most popular platform reactions to number of users who clicked on CTA
STRUCTURE and words associated is a message (back to PDP or .com)
ASSET SIZING replying to outgoing posts
PHOTO
CAROUSEL
INSTANT EXPERIENCES Page Growth Total Impressions + Reach Engagement Rate*

EVENTS
SLIDESHOW Ratio of followers at time of pull Total the number of times your content
BEST PRACTICES compared to previous data pull is displayed, no matter if it was clicked
MEASUREMENTS or not, compared to the total number of
people who see your content.
Net Fans Post Engagement Have in mind

Total number of outgoing posts Total number of outgoing Facebook posts Recommended measurement cadence is current
compared to the most popular plat Total compared the number of accumulated month against previous month unless otherwise
Page Likes at time of data pull compared likes, reactions, shares, video plays, stated. A/B testing is encouraged during non-NPI
to previous data pull form reactions and comments. campaigns, especially where results can be
words associated is a message replying to applied to NPI campaigns.
outgoing posts
*will vary region by region based on cost model, demographic and media investment

Instagram
OUR PLAY
PROFILE PIC & BIO
BUSINESS PROFILE
POST STRUCTURE
STORIES STRUCTURE
SHOPPABLE STRUCTURE
ASSET SIZING
COLLECTIONS
STORY
VIDEO
PHOTO
CAROUSEL
BEST PRACTICES
MEASUREMENTS

OUR PLAY
PROFILE PIC & BIO

OUR
BUSINESS PROFILE
POST STRUCTURE
STORIES STRUCTURE
INSTAGRAM
SHOPPABLE STRUCTURE
ASSET SIZING
COLLECTIONS
PLAY
STORY
VIDEO
PHOTO
CAROUSEL
BEST PRACTICES
MEASUREMENTS
INSPIRE DEMONSTRATE FOSTER ENCOURAGE

people through beautiful, product KSPs to users advocacy purchase through
visual lifestyle content shoppable

PROFILE
OUR PLAY
PICTURE
PROFILE PIC & BIO
BUSINESS PROFILE
POST STRUCTURE
& BIO
STORIES STRUCTURE Profile name should always be
SHOPPABLE STRUCTURE ‘Motorola’ followed by the country.
ASSET SIZING
COLLECTIONS Profile picture should always be

STORY Motorola brand logo. This should be
VIDEO consistent for all of Motorola’s social
PHOTO channels.
CAROUSEL
BEST PRACTICES Pofile Picture Size: 1629x1628px

MEASUREMENTS
Use shortened, trackable vanity URL. BIO: #HelloMoto and welcome to the official
Contrary to Facebook, Instagram does Instagram for Motorola [[country name]].
not allow clickable links in captions. Share your photos with #MotoFoto
Links should be placed on bio or
included in paid promotion
Strive for page verification.

Link to the steps.

OUR PLAY
PROFILE PIC & BIO

BUSINESS
BUSINESS PROFILE
POST STRUCTURE
STORIES STRUCTURE
PROFILE
SHOPPABLE STRUCTURE
ASSET SIZING Instagram Business profiles are a

COLLECTIONS free feature for all accounts. Get real-
STORY time metrics on how your stories and
VIDEO promoted posts perform throughout
PHOTO the day. Get insights into your followers
CAROUSEL and how they interact with your posts
BEST PRACTICES and stories. Add information about
MEASUREMENTS your company, such as business hours,
location and phone number.
You must be an admin on motorola

Facebook page as the two platforms
are connected
Go to Settings to Switch from Personal

to Business Profile

POST
OUR PLAY
PROFILE PIC & BIO

STRUCTURE
BUSINESS PROFILE
POST STRUCTURE
STORIES STRUCTURE Add the geo location, if applicable.

SHOPPABLE STRUCTURE E.g., Events, meet ups etc.
ASSET SIZING
COLLECTIONS Snackable copy with a fun tone of

STORY voice. Use up to 5 hashtags including
VIDEO #hellomoto in most caption copies
PHOTO
CAROUSEL Avoid filters. Use photos with natural

BEST PRACTICES lighting & vibrant colors
MEASUREMENTS
Beautiful, visually inspiring lifestyle
image. Always use brightly colored,
high-quality photo and refer to the
imagery section.
Always use credit when using

someone else’s photo. Copy step by step
1. Write several drafts first. 6. Use emojis.
2. Front-load the important stuff. 7. Cross-promote your other social
3. Include a call-to-action. channels.
4. Limit yourself to four hashtags. 8. When in doubt, keep it brief.
5. Keep it lighthearted.

OUR PLAY STORIES Step by step
STRUCTURE
PROFILE PIC & BIO 1. Highlight your brand in three seconds
BUSINESS PROFILE 2. Get creative with in-platform features such
POST STRUCTURE as stickers, GIFs, different typefaces. Tools
STORIES STRUCTURE such as Rewind, Boomerang let you bring
SHOPPABLE STRUCTURE With Stories, you have more freedom your videos to life in fresh, immersive ways
ASSET SIZING to let loose and experiment with 3. Use the ‘Swipe Up’ feature as a call to
COLLECTIONS different types of content, giving action
STORY you the perfect platform to try new 4. Clear concise Consumer Benefit message
VIDEO things. The Instagram Stories feature with CTA.
PHOTO offers a fantastic opportunity to 5. Add hashtag, location, poll
CAROUSEL engage with your audience more 6. Have a common theme for all your stories
BEST PRACTICES flexibly and gives pages more 7. Save Your Instagram Stories to Highlights
MEASUREMENTS visibility
This is a reference to an Instagram Story from a brand that is not a direct competitor to Motorola. This example should not be
misrepresented or interpreted as anything but; and, is not indicative of any support or affiliation with the example brand in reference.

OUR PLAY SHOPPABLE

STRUCTURE
PROFILE PIC & BIO
BUSINESS PROFILE
POST STRUCTURE
STORIES STRUCTURE
SHOPPABLE STRUCTURE Integrate your product catalog with

ASSET SIZING your Instagram profile. In turn, this
COLLECTIONS allows you to promote your products
STORY directly to Instagram users through
VIDEO posts, Stories, in the Explore tab, and
PHOTO in a special Shop tab on your profile.
CAROUSEL
BEST PRACTICES Your account must be approved

MEASUREMENTS for Instagram Shopping to feature
products in posts and stories.
Turn on Instagram Shopping once.

approved for Instagram shopping.
To set up an Instagram Shop you

need to connect & sync these three
things: Shopify Store, Facebook
Page/Shop, Instagram Business
Profile
This is a reference to an Instagram Story from a brand that is not a direct competitor to Motorola. This example should not be
misrepresented or interpreted as anything but; and, is not indicative of any support or affiliation with the example brand in reference.

ASSET SIZING
OUR PLAY
RECOMMENDATIONS
PROFILE PIC & BIO
BUSINESS PROFILE
POST STRUCTURE
STORIES STRUCTURE
SHOPPABLE STRUCTURE
ASSET SIZING
COLLECTIONS
STORY Stories
VIDEO
PHOTO 1080x1920
CAROUSEL or a a 16:9
BEST PRACTICES aspect ratio
MEASUREMENTS Portrait
Square 1080x1350
or a 4:5 aspect ratio
1080 x 1080
or between 1.91:1
and 4:5 aspect ratio

POST FORMATS
Collections
OUR PLAY
PROFILE PIC & BIO You can use collection to visually inspire and
BUSINESS PROFILE help your audience discover, browse and
POST STRUCTURE purchase products. Tell an integrated story
STORIES STRUCTURE with a product or lifestyle focus, through
SHOPPABLE STRUCTURE video, images or both.
ASSET SIZING
COLLECTIONS Post Goal Options

STORY Why choose this format?
VIDEO
PHOTO — Traffic
CAROUSEL — Conversions
BEST PRACTICES
MEASUREMENTS
Motorola use cases
— NPI

POST FORMATS
Story
OUR PLAY
PROFILE PIC & BIO Choose key brand moments such as launches
BUSINESS PROFILE and premieres for driving action and awareness.
POST STRUCTURE Share authentic content (e.g. sneak peeks of
STORIES STRUCTURE products) to drive brand loyalty. Show your
SHOPPABLE STRUCTURE brand in three seconds or less.
ASSET SIZING

VIDEO
PHOTO — Brand awareness

CAROUSEL — Video views
MEASUREMENTS
Motorola use cases
— NPI
— Educate on features /usage

POST FORMATS
Video
OUR PLAY
PROFILE PIC & BIO Get the same visually immersive quality as
BUSINESS PROFILE photo ads, with the added power of sight,
POST STRUCTURE sound and motion. And now, you can share
STORIES STRUCTURE videos that are up to 60 seconds long in
SHOPPABLE STRUCTURE landscape or square format.
ASSET SIZING

VIDEO
PHOTO — Brand Awareness * Reach

CAROUSEL — Engagement
BEST PRACTICES — Views
MEASUREMENTS — Traffic
— Conversions
Motorola use cases

— NPI
— Events
— Contests/ Campaigns
— Educate on features
*Recommended

POST FORMATS
PHOTO
OUR PLAY
PROFILE PIC & BIO Tell your story through a clean, simple and
BUSINESS PROFILE beautiful creative canvas. Photos can be in
POST STRUCTURE square or landscape format
STORIES STRUCTURE
SHOPPABLE STRUCTURE
ASSET SIZING

VIDEO
PHOTO — Brand awareness

CAROUSEL — Engagement
MEASUREMENTS — Conversions
Motorola use cases

— NPI
— UGC

POST FORMATS
CAROUSEL
OUR PLAY
PROFILE PIC & BIO Add another layer of depth to campaigns,

BUSINESS PROFILE where people can swipe to view additional
POST STRUCTURE photos or videos in a single ad
STORIES STRUCTURE
SHOPPABLE STRUCTURE

COLLECTIONS Why choose this format?
STORY
VIDEO — Brand Awareness

PHOTO — Views
CAROUSEL — Traffic
BEST PRACTICES — Conversions
MEASUREMENTS
Motorola use cases
— NPI
— Events
— UGC


OUR PLAY 1. High-Quality & Inspiring Content 5. Short copy with emojis
PROFILE PIC & BIO
BUSINESS PROFILE Tips: Use rule of thirds with bright lighting – Tip: Make your point using the least
POST STRUCTURE psychologically it creates more visual interest amount of words possible. To make it fun,
STORIES STRUCTURE and conversational use some emojis
SHOPPABLE STRUCTURE
ASSET SIZING
COLLECTIONS
STORY 2. Hashtags for discoverability 6. Share user content

VIDEO
PHOTO Use 4-6 hashtags along with the Tip: For brand advocacy, share user
CAROUSEL description copy generated content. Don’t forget to tag &
BEST PRACTICES credit them!
MEASUREMENTS
3. Respond to comments 7. Minimal or no text

Tip: To build brand trust, use a consistent brand on graphic copy
voice. Respond to comments & questions.
4. CTA usage 5. Don’t use masterbrand logo

Tip: Use appropriate CTAs for ad The profile pic and user name can stand
campaigns to drive action for the masterbrand logo.

WHAT TO MEASURE
OUR PLAY
PROFILE PIC & BIO UGC Total Growth Post Engagement

BUSINESS PROFILE
POST STRUCTURE User engagements compared with how Ratio of channel subscribers at the time Total number of outgoing Instagram posts
STORIES STRUCTURE many of those engagements resulted of the last data pull against the number of compared the number of accumulated
SHOPPABLE STRUCTURE in User-Generated-Content (repurpose channel subscribers at this data pull. likes, shares, video plays, comments.
ASSET SIZING opportunity)
COLLECTIONS
STORY
VIDEO Top 5 performing posts* Website Visits Engagement Rate*

PHOTO
CAROUSEL Which five assets (boosted or not) Total video post impressions compared
BEST PRACTICES generated the most impressions and the to number of users who clicked on CTA
MEASUREMENTS most engagements (back to PDP or .com)
Net Fans Total Impressions + Reach Ad Spends & Sales*

Total channel followers at time of Total number of times a post was viewed for
data pull more than compared to the number of times it
was in-view.
Recommended measurement cadence is current month

against previous month unless otherwise stated. Week-to-week *will vary region by region based on cost model,
Have In Mind measurement is also encouraged if this is becoming a big area of demographic and media investment
focus for your region!

Twitter
OUR PLAY
COVER & PROFILE PIC
POST STRUCTURE
ASSET SIZING
TEXT POST
SINGLE IMAGE
VIDEO
POLL
BEST PRACTICES
MEASUREMENTS

OUR
OUR PLAY
COVER & PROFILE PIC
POST STRUCTURE
TWITTER
ASSET SIZING
TEXT POST
SINGLE IMAGE
PLAY
VIDEO
POLL
BEST PRACTICES
MEASUREMENTS
GENERATE ELICIT BUILD

brand/product awareness, one-to-one conversations loyalty with existing
brand news & crisis & resolve customer issues customers
management

COVER &
PROFILE
PICTURE
OUR PLAY
COVER & PROFILE PIC Create stunning covers to tell our visitors
POST STRUCTURE about our brand & latest campaigns. Cover
ASSET SIZING photos are on auto play, quickly holding the
TEXT POST visitor’s attention while engaging with them
SINGLE IMAGE right off the bat.
VIDEO
POLL Regional cover photo should follow the

BEST PRACTICES momentum of the country and align to
MEASUREMENTS relevant NPI guidance from their Brand
Managers. Batwing changes must be
campaign-relevant and approved by
Brand Leads.
Profile name should always be ‘Motorola’ BIO: Official motorola [[country]] Twitter! Get the lowdown
followed by the country. on everything you need to know--from new product launches,
exclusive access to unique content & more.
Profile picture should always be Motorola
brand logo. This should be consistent for all
of Motorola’s social channels.
Pofile Picture Size: 1629x1628px
Cover Size: 1500px x 500px

Safe zone (1000px x 354px)

SAMPLE POST
STRUCTURE #hellomoto @user
OUR PLAY
COVER & PROFILE PIC
POST STRUCTURE Whatever your goal is, always

ASSET SIZING include shortened, trackable link
TEXT POST with #hellomoto
SINGLE IMAGE
VIDEO Share images/videos/GIFs with

POLL clean, straightforward language
BEST PRACTICES within 280 characters. Make sure
MEASUREMENTS you use relevant hashtags (not
more than one or two) & shortened,
trackable vanity URL
Share Links if you want to get clicks #hellomoto

to your site
Retweet With Commentary has

two ways to add commentary to
a retweet: using the “retweet with
comment” feature or composing
a new tweet and publishing it
manually. You may also retweet
without comments – PR news, #hellomoto
positive customer tweets etc.

ASSET SIZING
RECOMMENDATIONS
OUR PLAY
COVER & PROFILE PIC
POST STRUCTURE
ASSET SIZING
TEXT POST
SINGLE IMAGE
VIDEO Twitter Cards

POLL In-Stream Photo
BEST PRACTICES 800 x 320
MEASUREMENTS 1024 x 512
stick to 2:1 aspect ratio to ensure
whole picture is shown

POST FORMATS
TEXT
Short text tweet without images within 280
OUR PLAY characters. You may couple your tweet with
COVER & PROFILE PIC emojis, ASCII to make it more interesting
POST STRUCTURE

TEXT POST Why choose this format?
SINGLE IMAGE
VIDEO — Awareness
POLL — Reach #hellomoto
MEASUREMENTS — Engagement
Motorola use cases

— NPI
— Events
— Retweets
— AMA (Ask Me Anything)

POST FORMATS
SINGLE IMAGE/ GIFs
Clean & simple format to feature engaging
OUR PLAY imagery and copy. Convey who you are
COVER & PROFILE PIC and what you do through with high-quality
POST STRUCTURE images or illustrations
ASSET SIZING
TEXT POST Post Goal Options

SINGLE IMAGE Why choose this format? #hellomoto
VIDEO
POLL — Awareness
BEST PRACTICES — Reach
MEASUREMENTS — Traffic
— Engagement
— Increase site traffic
— Create turnkey ads quickly
— Heighten product awareness
Motorola use cases

— NPI
— Events
— Retweets
— AMA (Ask Me Anything)
— Bloggers/Media Reviews

POST FORMATS
Video
Tell your story with sight, sound and
OUR PLAY motion. You can post a range of lengths
COVER & PROFILE PIC and styles – from short, feed-based ads
POST STRUCTURE that you watch on the go, to longer
ASSET SIZING videos that you watch on the sofa.
TEXT POST
SINGLE IMAGE Post Goal Options #hellomoto

VIDEO Why choose this format?
POLL
BEST PRACTICES — Awareness

MEASUREMENTS — Reach
— Views
Motorola use cases

— NPI
— Brand Campaign
— Events

POST FORMATS
POLL
You can ask a variety of questions to
OUR PLAY get an opinion from your followers in an
COVER & PROFILE PIC engaging way.
POST STRUCTURE

TEXT POST Why choose this format?
SINGLE IMAGE
#hellomoto
VIDEO — Engagement
POLL
BEST PRACTICES
%
MEASUREMENTS Motorola use cases
When to use this format? %
— NPI %
— Product/Feature
— Preference

OUR PLAY
COVER & PROFILE PIC 1. Keep it visual 3. Be concise

POST STRUCTURE
ASSET SIZING Use bright visuals and relatable Keep your wording & length as
TEXT POST characters. As for videos, don’t rely concise as possible.
SINGLE IMAGE on your viewers unmuting your
VIDEO ad: Your message should be clear
POLL without audio.
BEST PRACTICES
MEASUREMENTS
2. Get creative 4. Hashtags

Make use of GIFs, polls & emojis to Incorporate relevant hashtags, but
add some fun to your posts. Don’t make sure it’s not more than 2 in 1
go overboard, though! Tweet.
#hellomoto

WHAT TO MEASURE
#Trend & Sentiment Website Visits Ad Spends & Sales*
OUR PLAY User engagements compared with how Total video post impressions compared
COVER & PROFILE PIC many of those engagements resulted to number of users who clicked on CTA
POST STRUCTURE in User-Generated-Content (repurpose (back to PDP or .com)
ASSET SIZING opportunity)
TEXT POST
SINGLE IMAGE
VIDEO Net Followers posts* Total Impressions & Reach Customer Care
POLL
BEST PRACTICES Total channel followers at time of Total number of times a Tweet appears in Engagement Rate*
MEASUREMENTS data pull display compared to the number of times
a user viewed that Tweet in their feed or
search results.
Total Growth Post Engagement

Ratio of channel subscribers at the time Total number of outgoing Twitter posts
of the last data pull against the number compared the number of accumulated
of channel subscribers at this data pull. likes, shares, video plays, Re-Tweet’s,
comments.
Recommended measurement cadence is current month

against previous month unless otherwise stated. Week-to-week *will vary region by region based on cost model,
Have In Mind measurement is also encouraged if this is becoming a big area of demographic and media investment
focus for your region!

Youtube
OUR PLAY
COVER & PROFILE PIC
POST STRUCTURE
HHH FRAMEWORK
ASSET SIZING
DISPLAY ADS
OVERLAY ADS
SKIPPABLE ADS
NON-SKIPPABLE ADS
BUMPER ADS
OVERLAY ADS
MEASUREMENTS

OUR
OUR PLAY
COVER & PROFILE PIC

YOUTUBE
POST STRUCTURE
HHH FRAMEWORK
ASSET SIZING
PLAY
DISPLAY ADS
OVERLAY ADS
SKIPPABLE ADS
NON-SKIPPABLE ADS
BUMPER ADS
OVERLAY ADS
MEASUREMENTS
BUILD INFLUENCE GROW

awareness consideration loyalty

COVER &
PROFILE
PICTURE
OUR PLAY Create stunning covers to tell our visitors
COVER & PROFILE PIC about our brand & latest campaigns. Cover
POST STRUCTURE photos quickly holds the visitor’s attention
HHH FRAMEWORK while engaging with them right off the bat.
ASSET SIZING
DISPLAY ADS Regional cover photo should follow the

OVERLAY ADS momentum of the country and align to
SKIPPABLE ADS relevant NPI guidance from their Brand
NON-SKIPPABLE ADS Managers. Batwing changes must be Add website & social media links
BUMPER ADS campaign-relevant and approved by
OVERLAY ADS Brand Leads.
MEASUREMENTS
Profile name should always be ‘Motorola’
followed by the country.
Profile picture should always be Motorola

brand logo. This should be consistent for all
of Motorola’s social channels.
Pofile Picture Size: 1629x1628px
Cover Size: 2560x1440px

Safe zone (1546x423px)

POST
OUR PLAY
COVER & PROFILE PIC

STRUCTURE
POST STRUCTURE
HHH FRAMEWORK
ASSET SIZING All uploaded videos must include a Title,

DISPLAY ADS Description with social media links and tags.
OVERLAY ADS You can use cards to make your videos more
SKIPPABLE ADS interactive. Cards can have polls, links to
NON-SKIPPABLE ADS other channels, and more
BUMPER ADS
OVERLAY ADS All video must include social media

MEASUREMENTS shortened links
Arrange the videos in a playlist format
Content: Single Playlist
Layout: Horizontal Format

HHH FRAMEWORK
AUDIENCE Pull Cta Push

(Search) (Subscriptions) (Display)
GENERATION
OUR PLAY
COVER & PROFILE PIC
POST STRUCTURE
HHH FRAMEWORK CONTENT TYPE Help Hub Hero

ASSET SIZING
DISPLAY ADS
‘Evergreen’ content ‘Serialized and ‘Tentpole’ content
OVERLAY ADS
SKIPPABLE ADS
CONTENT formatted’ content
(How-to’s, Motorola (Campaign videos
NON-SKIPPABLE ADS DESCRIPTION Tips etc.) (Behind-the-scenes, activated by product
BUMPER ADS
interviews, success launches, premium
OVERLAY ADS
stories, unboxing events, special collabs
MEASUREMENTS
videos etc.) with influencers etc.)
PERIODICITY Always on Episodic (Monthly) Seasonal
AWARENESS
ENGAGEMENT
ADVOCACY

ASSET SIZING
RECOMMENDATIONS
OUR PLAY
COVER & PROFILE PIC
POST STRUCTURE
HHH FRAMEWORK
ASSET SIZING
DISPLAY ADS
OVERLAY ADS Video

SKIPPABLE ADS
NON-SKIPPABLE ADS 1920 x 1080

BUMPER ADS Must be at least 1280 x 720 to
OVERLAY ADS qualify as HD resolution
MEASUREMENTS

AD FORMATS
OUR PLAY
COVER & PROFILE PIC ad

POST STRUCTURE Display Ads
HHH FRAMEWORK
ASSET SIZING Appears to the right of the feature video

DISPLAY ADS and above the video suggestions list. For
OVERLAY ADS larger players, this ad may appear below
SKIPPABLE ADS the player
NON-SKIPPABLE ADS
BUMPER ADS Platform

OVERLAY ADS Desktop
MEASUREMENTS
Specs
300x250 or 300x60

AD FORMATS
OUR PLAY
COVER & PROFILE PIC
POST STRUCTURE Overlay Ads

HHH FRAMEWORK
ASSET SIZING Semi-transparent overlay ads that appear

DISPLAY ADS on the lower 20% portion of your video
OVERLAY ADS
SKIPPABLE ADS
ad
NON-SKIPPABLE ADS
BUMPER ADS Platform

OVERLAY ADS Desktop
MEASUREMENTS
Specs
468x60 or 728x90
image ads or text

AD FORMATS
OUR PLAY
COVER & PROFILE PIC
POST STRUCTURE Skippable Ads

HHH FRAMEWORK
ASSET SIZING Skippable video ads allow viewers to

DISPLAY ADS skip ads after 5 seconds, if they choose.
OVERLAY ADS Inserted before, during, or after the main
SKIPPABLE ADS video.
ad
NON-SKIPPABLE ADS
BUMPER ADS If you turn on this option, you may see

OVERLAY ADS a combination of skippable and bumper
MEASUREMENTS ads play back-to-back
Platform
Desktop, mobile devices, TV,
and game consoles
Specs
Plays in video player

AD FORMATS
OUR PLAY
COVER & PROFILE PIC
POST STRUCTURE Non-Skippable Ads

HHH FRAMEWORK
ASSET SIZING Non-skippable video ads must be

DISPLAY ADS watched before your video can be
OVERLAY ADS viewed.
SKIPPABLE ADS
ad
NON-SKIPPABLE ADS These ads can appear before, during, or
BUMPER ADS after the main video
OVERLAY ADS
MEASUREMENTS
Platform
Desktop and mobile devices
Specs
Plays in video player.
15 or 20 seconds in length,
depending on regional
standards

AD FORMATS
OUR PLAY
COVER & PROFILE PIC
POST STRUCTURE Bumper Ads

HHH FRAMEWORK
ASSET SIZING Non-skippable video ads of up to 6

DISPLAY ADS seconds that must be watched before
OVERLAY ADS your video can be viewed.
SKIPPABLE ADS
ad
NON-SKIPPABLE ADS If you turn on this option, you may see
BUMPER ADS a combination of skippable and bumper
OVERLAY ADS ads play back-to-back.
MEASUREMENTS
Platform
Specs
Plays in video player, up to 6
seconds long

AD FORMATS
OUR PLAY
COVER & PROFILE PIC
POST STRUCTURE Overlay Ads

HHH FRAMEWORK ad
ASSET SIZING Sponsored cards display content that
DISPLAY ADS may be relevant to your video, such as
OVERLAY ADS products featured in the video.
SKIPPABLE ADS
ad
NON-SKIPPABLE ADS Viewers will see a teaser for the card for a
BUMPER ADS few seconds. They can also click the icon
OVERLAY ADS in the top right corner of the video to
MEASUREMENTS browse the cards
Platform
Specs
Card sizes vary

WHAT TO MEASURE
Total Impressions + CTR Total Growth Ad Spends & ROI*

OUR PLAY Total video post impressions compared Ratio of channel subscribers at the time
COVER & PROFILE PIC to number of users who clicked on CTA of the last data pull against the number of
POST STRUCTURE (back to PDP or .com) channel subscribers at this data pull.
HHH FRAMEWORK
ASSET SIZING
DISPLAY ADS
OVERLAY ADS Net Subscribers Total Engagement Top 5 Geos*

SKIPPABLE ADS
NON-SKIPPABLE ADS Total channel subscribers at time Number of Videos Posted compared to
BUMPER ADS of data pull the total Views, Average View Duration,
OVERLAY ADS Watch Time
MEASUREMENTS
Recommended measurement cadence is current month against *will vary region by region based on cost model,
Have In Mind previous month unless otherwise stated. demographic and media investment

CRM
GUIDELINES
SOCIAL PILLARS
PRODUCT CAMPAIGNS
LIFECYCLE CAMPAIGNS
TONE OF VOICE

SOCIAL PILLARS
PRODUCT CAMPAIGNS
OUR SOCIAL To achieve this consistency on a global scale, every CRM purpose must be clear and relevant to its target..
The answer to ‘Why‘ Motorola is posting this should ladder back to at least one of these four pillars.
LIFECYCLE CAMPAIGNS
TONE OF VOICE PILLARS Educate Engage Consider Retain

Taking the brand V.I.
to CRM Examples Examples Examples Examples
The goal with CRM messaging is to — NPI Push — Onboarding campaigns — Seasonal/Promotional — Data driven tactics like
increase mesurable customer loyalty — NPI Email — Lifecycle campaigns Campaigns (Mother’s Churn initiatives
by gathering/applying data and — Lead nurture Email Day, Black Friday, — Onboarding messages
insights to target time in their journey. Christmas)
Our pillars are the same, but the way

we engage with our consumer is
different.
Goal Goal Goal Goal
Regardkess of the channel being used
to communicate, the principles of the — Product Awareness — Build relationship — Drive conversion — Drive incremental
brand V..I. must remain unchanged. — Brand Affinity beyond transactional revenue and conversion Retention Rate and
— Fans/Loyalty — Stay relevant by staying rate customer loyalty
in touch

SOCIAL PILLARS
PRODUCT CAMPAIGNS
PRODUCT VALUE PILLAR
— Educate
POSITIONING STATEMENT
— As a valued customer, Motorola wants me to know
LIFECYCLE CAMPAIGNS
TONE OF VOICE CAMPAIGNS — Promo about new devices or new deals because there are
Key Selling Points to bring additional values for me.
Targeting aligned to
PRIMARY MESSAGE
segments that have the As a valued customer, Motorola is proactively reaching out to me to make sure:
highest propensity to buy
1. I have a first look at the newest product, what the KSPs mean and how they should benifit
me to decide if I should make a purchase
NPI LAUNCHES 2. I have relevant seasonal offers and these new deals benefit me, and why I should care
With every new product launch
(excluding E or entry tier product).
a CRM campaign is generated to an
identified marketable consumer base TARGET AUDIENCE
through segmented targeting. — Customers who own similar products and would be interested in buying new phones or
upgrade.
SEASONAL/PROMO CAMPAIGNS — Customers who are ready to make the repeat purchase again.
During sales and promo seasons, we — New customers who are inetrested in the product.
want to communicate to relevant
customers to generate incremental sales.
CALL TO ACTION
Our messages should have a compelling — Click throught to geo-targeted Motorola.com PDP or deals page where more information on
call to action. product cost and deals are avaliable.

SOCIAL PILLARS
PRODUCT CAMPAIGNS
LIFECYCLE VALUE PILLAR
— Care
POSITIONING STATEMENT
— Let us help you understand why you should trust
LIFECYCLE CAMPAIGNS
TONE OF VOICE CAMPAIGNS — Entertain

— Educate
Motorola as a brand, and continue to stay as our
loyal customers.
Ongoing/automated
PRIMARY MESSAGE
campaigns to build — In order to provide the best customer experience with my device, Motorola will take the time
meaningful relationship to guide me through making the phone purchase, and how to get the best value once I learn
more about my phone.
with customers and
strengthen retention
TARGET AUDIENCE CALL TO ACTION
EX. LEAD NURTURE JOURNEY: — Entire Markatable Consumer Base — Relevant suport pages to direct
a lead opts-into receiving additional — Opt-in Email Leads customer to learn more about their
information from us. We customize new phone, or how to get help.
messaging experience based on the
consumer journey to help customers
choose the right phone to purchase.
365-DAY CONSUMER JOURNEY:

when a new device is activated,
using the phone usage to determine
customer interest, and identify the
right message to help them navigate
through their new device.

SOCIAL PILLARS
PRODUCT CAMPAIGNS
OUR TONE SOCIAL HASHTAG USES
Branded hashtags are
SOCIAL HASHTAG USES
Move discussion to
WE ARE
— Confident
LIFECYCLE CAMPAIGNS
TONE OF VOICE OF VOICE a great way to engage

audiences and garner
exposure for the brand.
private channel/DM
when:
— Challenger
— Intriguing
— Inclusive
Don’t overuse hashtags — Customer expresses
A guiding principle of our CRM tone for discoverability. frustration or
is rooted in social: Avoid writing long, dissatisfaction;
detailed copy that can be difficult to — When asking for
comprehend. #hellomoto customer’s private WE ARE NOT
details; — Serious
Communications to eisting or net-new #motorola — When asking — Corporate
customers must clearly state: troubleshooting — Salesy
#motofoto questions before — Condescending
— What the point of the message is. assisting them — Basic Boring
— Why the consumer should care further. — Over-the-top
about this message. — Quirky
— What action the message is telling — Jargony
the consumer to take. EMOJIS — Acronym Clogged
Use emojis where appropriate as it helps convey the — Desperate
Our tone of voice must reflect our message, but do not overuse it. Do not add emojis that — Arrogant
brand in a slightly similar way: could be misinterpreted.
completely in touch and totally tuned
into the consumer’s moment.

This document is confidential and can
be consulted only by Motorola team
and certified stakeholders. If you have
any question concerning this document,
or wish to access the visual identity
files, please contact:
BRAND TEAM
-MBGBrandTeam@lenovo.com © Motorola Company 2021-06,

2021 Brand Assets Motorola Brand Guideline v2.0

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2021 Brand Assets Motorola Brand Guideline v2.0

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BRAND GUIDELINES

Version 2.0 | July 2021

Motonet don’ts updates.

New Photography Guidelines.

New Media Communication construction guidelines.

New Tables and Motostore sections on Retail Guidelines.

New Social Media guidelines.

2 VERSION 2.0 JULY 2021

MOTOROLA. SMARTER TECHNOLOGY FOR ALL.

4 VERSION 2.0 JULY 2021

5 VERSION 2.0 JULY 2021

6 VERSION 2.0 JULY 2021

OUR DNA OUR TONE

7 VERSION 2.0 JULY 2021

BRAND MANIFESTO BRAND Our dna Brand values

OUR VALUES Passion for innovation Trustworthy

BRAND OVERVIEW Disrupt status quo Innovative

SMARTER TECHNOLOGY FOR ALL

Confident Challenger Intriguing Authentic

8 VERSION 2.0 JULY 2021

BACKGROUND & PATTERN

9 VERSION 2.0 JULY 2021

BACKGROUND & PATTERN Cut through

10 VERSION 2.0 JULY 2021

SAFE AREA & SIZE

11 VERSION 2.0 JULY 2021

PRIMARY PRIMARY VERSION

MASTERBRAND POSITIONS In case of dark background, the

The restrictive version can only

The outlined batwing can be used

newsletters, and office wayfinding

Always use the files provided

POSITIVE OUTLINE BATWING NEGATIVE OUTLINE BATWING

12 VERSION 2.0 JULY 2021

SECONDARY SQUARE LOGO

SAFE AREA & SIZE SQUARE LOGO

DON’TS viewing in vertical layouts.

The outlined batwing can be used

Always use the files provided

DARK BLUE WHITE BLACK OUTLINED (SPECIAL OCCASION)

13 VERSION 2.0 JULY 2021

The “Batwing” is the most PRIMARY VERSION

BATWING POSITIONS INTERNAL COMMUNICATION

The outlined batwing can be used

14 VERSION 2.0 JULY 2021

BATWING POSITIONS the blank space around the logo.

15 VERSION 2.0 JULY 2021

BATWING POSITIONS See this section for an in depth guide on how to

16 VERSION 2.0 JULY 2021

BATWING POSITIONS See this section for an in depth guide on how to

17 VERSION 2.0 JULY 2021

Make sure all the inappropriate

CONTRAST BACKGROUNDS. OUTLINE BATWING IS ONLY FOR THE CIRCLE

AROUND, NOT TO THE “M” INSIDE.

BETWEEN BATWING AND NAME.

DO NOT CHANGE THE ORIGINAL DO NOT USE FILLED BATWING OVER

LOGO ALIGNMENT. MOTONET.

18 VERSION 2.0 JULY 2021

19 VERSION 2.0 JULY 2021

ON THE LETTER “O”.

PACKAGING FRONT MASTER BRAND COLOR

20 VERSION 2.0 JULY 2021

ON THE LETTER “O”.

PACKAGING FRONT MASTER BRAND COLOR