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The BlackBerry Brand Guidelines

Version 1.0 | December 2009

Contents
FYI and FYS (For Your Sanity) these Brand Guidelines are divided into four parts.

Section 1
The BlackBerry Brand Platform

Section 2
Visual Elements: All the tools you need

Section 3
The Look of Love: The core assets of the Love Campaign

Section 4
Legal and Toolkit

BlackBerry Brand Platform


Section 1

The BlackBerry Manifesto


Lets start at the beginning. What does BlackBerry stand for? BlackBerry inspires and enables people to pursue what they love. And this promise comes to life in our manifesto

Dont just like.


LIKE is watered-down love. Like is mediocre. Like is the wishy-washy emotion of the content. Athletes dont do it for the like of a sport. Artists dont suffer for the like of art. There is no I like N.Y. T-shirt. And Romeo didnt just like Juliet.

LOVE. Now thats powerful stuff.


Love changes things. Upsets things. Conquers things. Love is at the root of everything good that has ever happened and will ever happen.

LOVE what you do.


Its this spirit that we must capture in our work. Everything we create should embody the feeling of Love what you do. These guidelines are meant to inspire creative excellence in you. We hope you love the challenge youre about to build something really great. 4

Tone of Voice
Technology can be pretty confusing. And when it comes to lifestyle advertising, sometimes things can get cheesy. BlackBerry keeps it real. Make sure your message is relevant and authentic. If you must use love in body copy, make sure you mean it. The BlackBerry voice is optimistic, inspirational, passionate, intuitive, conversational, and approachable. Its down-to-earth, never arrogant. Its simple to understand but still respected by the technologically-savvy. Sentences should be clear and to the point, and cheeky humor keeps it conversational. Refer to the original print ads posted on go/love to get a feel for it.

BlackBerry is... Optimistic Inspirational Passionate Intuitive Conversational Approachable

Above all, it should motivate people to do something amazing.


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Visual Elements
Section 2

Visual Elements: The BlackBerry Logo

The BlackBerry Logo

Emblem + Wordmark = BFFs.


Think of the BlackBerry emblem and wordmark as best friends. Sure, theyre individuals too, but as a logo, they make a great team. You wouldnt want to mess with a great team, right? Then dont mess with the logo.

The BlackBerry logo needs its personal space. It needs to breathe so dont crowd it with copy and other content. Think of the logo as living in its own personal bubble. Do not invade its personal space and everything will be okay.

Visual Elements: The BlackBerry Logo

Emblem

Wordmark

BlackBerry Logo

Clear Space Requirements

Minimum Size Requirements

Download the BlackBerry logo at go/brand.

Visual Elements: The BlackBerry Logo

Do

BlackBerry Logo

Include the BlackBerry logo in all your materials.

Only use either a black or white logo and include a registered mark.

Ensure there is a strong contrast with the background.

Visual Elements: The BlackBerry Logo

Don't

Dont re-create the logo or change the color.

Dont squish, pull or rearrange the logo.

Smartphones

Dont use the logo in a sentence.

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Visual Elements: The BlackBerry Emblem

The BlackBerry Emblem

Small, but mighty.


The BlackBerry emblem might be small, but that doesnt mean its not important. Take note of the basics and re-familiarize yourself with this little gem.

BlackBerry Emblem

BlackBerry Emblem: Clearspace

Download the BlackBerry emblem at go/brand.

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Visual Elements: The BlackBerry Emblem

Do

Use the emblem in a subtle and elegant way.

Use the graphic files that are already created for you.

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Visual Elements: The BlackBerry Emblem

Don't

Y U
Dont use the emblem and datastream in the same layout. See more about the datastream in the next section. Dont use the emblem to replace a letter. This treatment is reserved for the LOVE lockup only.

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Visual Elements: The Icon

The Icon

We gave new life to the icon.


And we all love it. Okay, we never went around high-fiving each other, but there was a general silent consensus. The re-envisioning of the icon into a creative brand cue is one of the most important aspects of the new brand look. It will create familiarity, instant recognition, and be an ownable and iconic mark that will endure long into the future.

12 angle

The 12 angle is a unique part of the BlackBerry logo. You will see how this angle is used in our layouts and grid. Icon

Datastream

Multistream

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Visual Elements: The Datastream

Datastream Lockups

Download the datastream at go/brand.

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Visual Elements: The Datastream

Do

The datastream should intersect a word in the headline.

The datastream should be prominent and draw the eye in.

The datastream should slightly overlap the cropped lifestyle image.

Product photography should overlap the datastream when used together.

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Visual Elements: The Datastream

Don't

Discover BlackBerry smartphones.

Don't use the datastream on its own.

Dont make the datastream wider than the headline itself.

Discover BlackBerry smartphones.

Discover BlackBerry smartphones.

Dont set the datastream perfectly behind any word.

Dont place the datastream on folds or creases.

Discover BlackBerry smartphones.

Dont place the BlackBerry Logo on top of the datastream.

Dont tilt, flip, stretch or crop the datastream.

Discover BlackBerry smartphones.

Dont slightly touch the datastream to the headline.

Dont create your own datastream lockups.

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Visual Elements: The Multistream

Multistream Lockups

Download the multistream at go/brand.

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Visual Elements: The Multistream

Do

1 2

Athletes don't do it for the like of the sport.

Copy and smartphone images can appear on top of the multistream.

The BlackBerry logo can appear on top of the multistream.

Multistream icons can include lifestyle images.

Use approved multistream lockups.

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Visual Elements: The Multistream

Don't

Dont use the datastream and multistream in the same layout.

Dont use a multistream formation that resembles one or more datastream lockups.

Don't overpower the background.

Don't use multiple lockups on one layout.

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Visual Elements: Color Palette

Color Palette

Color by numbers.
To complement the heavy use of black, we use beautiful eye-pleasing colors. Color is energetic, emotive, and positive. Exactly what Love what you do is all about. What a coincidence. The colors range from bright and vibrant for the younger crowd, to a more sophisticated palette for the business crew.

Pantone CMYK (Print) RGB (Screen) HTML (Web)

312C C96 M0 Y11 K0 R0 G173 B216 #00ADD8

362C C70 M0 Y100 K9 R112 G168 B76 #70A84C

107C C0 M4 Y79 K0 R253 G233 B96 #FEEA61

186C 268C C0 M100 Y81 K4 C82 M100 Y0 K12 R194 G30 B56 R72 G42 B127 ##C21E38 #482A7F

877 N/A N/A N/A

Pantone CMYK (Print) RGB (Screen) HTML (Web)

647C 562C C100 M56 Y0 K23 C85 M0 Y50 K31 R45 G88 B142 R59 G133 B118 #2D588E #3B8576

166C 7420C C0 M64 Y100 K0 C0 M80 Y42 K20 R217 G122 B45 R173 G75 B92 #D97A2D #AD4B5C

233C C11 M100 Y0 K0 R183 G20 B136 #B71488

Cool Gray 5 C15 M9 Y8 K22 R178 G180 B179 #B2B4B3

Pantone CMYK (Print) RGB (Screen) HTML (Web)

2905C C40 M0 Y0 K0 R166 G215 B246 #A6D7F6

358C C27 M0 Y38 K0 R198 G222 B178 #C6DEB2

7409C C0 M30 Y95 K0 R236 G184 B52 #ECB834

673C C6 M49 Y0 K0 R210 G151 B191 #D297BF

2577C C40 M45 Y0 K0 R151 G140 B192 #978CC0

C0 M0 Y0 K0 R0 G0 B0 #FFFFFF

Variations in color may occur, but try to match the BlackBerry color palette as closely as possible. For 4-color printing, use the CMYK values as a beginning reference. Print vendors may have their own values and formulas for matching PANTONE colors in 4-color process, but the goal should always be to match the PANTONE standard of the BlackBerry color palette. Color variations may also occur on-screen as a result of different screen calibrations and/or software applications being used. We are aware that there are variations in the PANTONE CMYK equivalents as well. In order to achieve the closest color match, we suggest you use the values in this chart. Please always use the PANTONE chip for absolute color matching accuracy. PANTONE is a registered trademark of Pantone, Inc.

Color Palette

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Visual Elements: Color Palette

Do

3 2

Use white for all headlines and body copy but choose a color for the sub-header.

Choose a sub-header color that stands out against the black background.

Choose a sub-header color that complements the datastream and photography.

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Visual Elements: Color Palette

Don't

Dont use multiple colors on the same layout.

Dont choose a sub-header color that gets lost in the background.

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Visual Elements: Backgrounds

Backgrounds

Were not blueberries.


Black is the color of choice in everything we do. Black is elegant, powerful, and beautiful. (But we did at one point consider a mustardy brown.) Seriously, we LOVE black. However, we grudgingly acknowledge that there is a time and a place for a white background. We ask that you use it sparingly and where it really counts. . . like a tradeshow booth or when you print a 200-page document and your 'K' cartridge runs out.

CMYK newsprint: 54.43.43.100 CMYK glossy magazine: 62.53.52.94

One thing to keep in mind about black is the watch outs it creates during production. It can look weak, fade, scratch and show fingerprints. But we can all take measures to deal with these side effects. Talk to your print producer. Keep the black rich and premium.

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Visual Elements: Typography

Typography

Love letters.
Jump in all the way with the new font, BlackBerryLove. It makes up the new face of the brand. Appreciate it for how confident, intelligent, modern, friendly, and simple it is. It's the Anvers of the future.

Download this custom font at go/brand.

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Visual Elements: Typography

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPqRSTUVWxYz 1234567890$#%&@;:,.


BlackBerryLove Semibold

Use for body copy

abcdefghijklmnopqrstuvwxyz ABCDEFGhIjkLMNOPqrSTuVWxyz 1234567890$#%&@;:,.


BlackBerryLove Bold

Use for headlines

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPqRSTUVWxYz 1234567890$#%&@;:,.


BlackBerryLove Medium

Use sparingly

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890$#%&@;:,.


Calibri

Use for broader-based applications when BlackBerryLove is not available

abcdefghijklmnopqrstuvwxyz ABCdEFghIjKlMNOPqrsTuVWxYz 1234567890$#%&@;:,.


Myriad Pro Condensed Download these fonts at go/brand.

Use for legal disclaimers 26

Visual Elements: Typography

Do

Use sentence case with punctuation at the end in both headlines and body copy. Not to mention proper spelling.

Set the leading at approximately double the point size of the copy.

Set headlines
at twice or three times the point size of the body copy.
When colored type is used on black, make sure its bright and legible.

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Visual Elements: Typography

Don't

ALL CAPS IS YELLING!


But sometimes you gotta yell...just dont do it all the time.
Dont even bother reading this. Your eyes will be forced to focus so hard theyll burn up and turn into two little piles of eye ash.

Auto leading is for lazy designers. Dont expect a "Designer of the Year" award with this kind of behavior.

Way too tight! W a y t o o l o o s e !

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Lovely Photography
As a general rule, keep it interesting. When choosing lifestyle photography think about keeping part of the story untold for people to unravel for themselves. And with product photography, always remember to showcase and highlight its beauty. Make people want to look.

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Visual Elements: Photography

Lifestyle Photography

BlackBerry lifestyle photography is spontaneous, intimate, real, beautiful, and compelling. It creates emotional energy and interesting stories that are authentic, not staged. LOVE campaign images are available to use as long as they are used in the same context (e.g., the glacier shot for BlackBerry Storm2 materials). If you want to choose your own lifestyle photography, ensure it has the same feeling of authenticity.

Meet the
We love those huge potential

everything to do

to impromptu, sp Its

Face back

the moment.

a mom

major r

2009 Research In Motion Lim registered and/or us

Download lifestyle images at go/brand.

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Visual Elements: Photography

Do

1 2

Choose images that are spontaneous, authentic, and energetic.

Crop images inside the icon shape and/or device screen.

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Visual Elements: Photography

Don't

the big picture.

Get to know the New BlackBerry Storm 9550


We love life when its experienced in all its glory. When youre out in the world talking, tasting, seeing things and being seen. Thats why we love packing everything we can like Wi-Fi, expandable memory, video recording, BlackBerry App World and a mind-blowing touch screen into a defyingly compact package. The new BlackBerry Storm is the result of loving what we do. We hope you use it to display killer pie chartsif killer pie charts are what you love. See all there is to see with a new BlackBerry Storm 9550 at XYZ.

Dont use staged images.

Dont bleed photography fully off the page.

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Visual Elements: Photography

Do

Place lifestyle images inside an icon shape, or on a device screen.

Ensure that the lifestyle image is always recognizable as an icon shape.

Bleed the left side of the icon shape off the page.

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Visual Elements: Photography

Don't

Dont tilt, flip, stretch, or distort the icon shape.

Dont apply outlines or glows to the icon shape.

Dont show the left side of the icon shape on the primary image.

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Visual Elements: Photography

Emotional Product Photography

To make an emotional connection, use BlackBerry smartphones shot on black. They are sleek, they emerge out of the black background, and their features are highlighted by lighting and a glow.

Download product photography at go/brand.

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Visual Elements: Photography

Functional Product Photography

Life isnt always fun and games, sometimes you need to be practical. So when communicating a more functional message, use functional product photography.

Download Product Photography at go/brand.

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Visual Elements: Photography

Do

Show enough of the product to ensure its recognizable as a BlackBerry smartphone.

Use approved product and lifestyle photography.

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Visual Elements: Photography

Don't

Don't distort, alter, crop, or ruin the integrity of the image.

Dont alter, omit, or cover the BlackBerry logo.

Don't create your own product photography.

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Visual Elements: The Grid

The Grid

Whats your angle?


Ours is 12 degrees. The grid helps unify brand elements within a single layout. But more importantly, it creates harmony among all BlackBerry materials. Sure, there are times when you cant use the grid and for those times well, theres no need to get bent out of shape. All we ask is that you follow the grid whenever possible.

The grid angle is 12, just like the icon. Line up your paragraphs to the grid.

Download the grid at go/brand.

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Visual Elements: The Grid

Do

The new BlackBerry Bold.


Introducing the new BlackBerry Bold 9700 smartphone
2

Modify the size of the grid.

Align your copy to the grid.

Align furthest point of the letter to the grid.

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Visual Elements: The Grid

Don't

Please

Please Dont Do This To Your Tables

The new BlackBerry Bold.


Introducing the new B l a c k B e r r y B o l d 9 7 0 0 smartphone

Dont Do This To Your Tables

Dont rotate the grid.

Dont force the grid. If it doesnt work for your table, dont use it.

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The Look of Love


Section 3

The Look of Love

The Look of Love

Where is the love?


Now that youve gotten to know our new visual identity, I bet youre wondering, Where is the love? We know it looks cool and chances are youve already envisioned how it will fit into your next campaign. But before you create your next campaign, give us a shout.

The LOVE elements deserve careful consideration and respect. This includes Love What You Do, Do What You Love, Dont Just Like and other elements shown on the next page. Even using the word love in copy needs a second opinion. If people felt the LOVE all the time, it wouldnt mean as much. Remember, LOVE is meant for high-impact, carefully planned executions.

So consider the BlackBerry manifesto before you jump in. Your message needs to be just as powerful.

If youve got what it takes to use the LOVE elements, fill out the form on go/brand. We know, we know... you're thinking "not another form!" Nobody loves forms but don't worry. This one's just for us to envision your idea before we chat.

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The Look of Love

Dont Just Like lockup and image

Love What You Do lockup

Do What You Love lockup

Love hanging out Love blue sky thinking Love changing the game Love seeing around the corner Love the moment
Love headlines

Love closing the deal Love perfect detailing Love to be bold Love taking it all in Love to create

Love boldly Love the big picture Love the journey Love 5am etc...

Remember to talk to us before you use these elements.

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Legal and Toolkit


Section 4

Legal and Toolkit: Legal

Legal

Legal is not a four-letter word.


Youll probably notice that the language in the next section is pretty firm. Thats because its meant to be. Our brand and our trademarks are really important to us no joke. Sure, we know how to have a good time, but when it comes down to approvals, we dont mess around. After all, you're only as good as your reputation and we take that very seriously.

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Legal and Toolkit: Legal

Approval Process
RIM Brand Marketing needs to review and approve the content of any advertisement, collateral, or promotional materials containing RIM marks, the BlackBerry logo, or imagery prior to it being released. Please allow a minimum of five (5) business days for the review process to occur. Submit all materials and direct any questions about the use of RIM marks for North America, Latin America, Asia Pacific to RIM Brand Marketing at brand@rim.com. For Europe, the Middle East, and Africa send requests to brandemea@rim.com.

Trademarks
Guidelines for use of Research In Motion trademarks
Research In Motion (RIM) owns the BlackBerry trademark and other trademarks. These trademarks symbolize our reputation and goodwill, and serve to uniquely identify its products and services. These general guidelines address the permissible use of RIM trademarks in text by third parties. The trademarks to which these guidelines apply are listed on the RIM trademark list. Without express written authorization by RIM, any use of RIM trademarks in a manner that is inconsistent with these guidelines, including the use of trademarks, trade names, or domain names that are confusingly similar to RIM trademarks, is prohibited.

RIM registered marks and trademarks


RIM marks that appear in the following list are registered or pending with the U.S. Patent and Trademark Office and trademark offices in other countries. BlackBerry RIM Research In Motion SureType SurePress BlackBerry Connect BlackBerry App World storefront Get it at BlackBerry App World BlackBerry Pearl BlackBerry Pearl Flip BlackBerry Curve BlackBerry Bold BlackBerry Tour BlackBerry Storm BlackBerry Storm2

The absence of a RIM mark from this list does not mean that RIM does not use the mark, that the mark is not a registered trademark of RIM, or that the BlackBerry product or service is not actively marketed or significant within its relevant market. A list of RIM marks can be found at: www.blackberry.com/trademarklist. Agencies: Refer to the BlackBerry Branding Guidelines legal document at www.blackberry.com/partnerguidelines for terms and conditions of your licensed use of RIM trademarks.

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Legal and Toolkit: Legal

BlackBerry Trademark Rules


You should always use the RIM trademark as an adjective and not as a noun or verb. Acceptable
BlackBerry smartphone For example, I will respond to your email using my... BlackBerry smartphone.

Misuse
The BlackBerry is I will BlackBerry you...

The trademark should be followed by the appropriate generic term for the product (e.g., smartphone) or service. Refer to the BlackBerry naming system at www.blackberry.com/names for the appropriate generic term to use with the RIM marks, including the following: BlackBerry smartphones BlackBerry products BlackBerry product components BlackBerry enabled device products BlackBerry accessories

Do not use the RIM marks in plural or possessive form. Acceptable


BlackBerry smartphones

Misuse
BlackBerrys BlackBerries BlackBerrys

Use the proper symbol for the RIM marks. Always capitalize the product brand name and designate the trademark with the appropriate or symbol. Acceptable
BlackBerry BlackBerry Pearl Flip

Misuse
BlackBerry Pearl BlackBerry Pearl

Do not use the RIM marks in plural or possessive form.


A prominent notice should be used when any of the RIM marks appear on materials or web sites. Additional information and the most current list of trademarks are available at: www.blackberry.com/trademarklist Agencies: Refer to the BlackBerry Branding Guidelines legal document at www.blackberry.com/partnerguidelines for terms and conditions of your licensed use of RIM trademarks.

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Legal and Toolkit: Legal

Naming
BlackBerry products and services are uniquely identified by a cohesive naming system. Acceptable
Research In Motion always capitalize the I Research In Motion Limited always spell out the word Limited BlackBerry always capitalize the first and second "B" BlackBerry never abbreviate BlackBerry never use in a possessive form BlackBerry Enterprise Server never abbreviate BlackBerry Enterprise Solution capitalize and never abbreviate BlackBerry App World storefront no registration mark after BlackBerry SureType capitalize S and T SurePress capitalize S and P BlackBerry must always appear before the smartphone number and smartphone must always be included in the product name BlackBerry Pearl smartphone BlackBerry must always appear before Pearl BlackBerry Curve smartphone BlackBerry must always appear before Curve BlackBerry Bold smartphone BlackBerry must always appear before Bold BlackBerry Tour smartphone BlackBerry must always appear before Tour BlackBerry Storm smartphone BlackBerry must always appear before Storm BlackBerry Storm2 smartphone BlackBerry must always appear before Storm with no space between Storm and 2 Storm 2 9700 Pearl Curve Bold Tour Storm

Misuse
Research in Motion Research In Motion Ltd. Blackberry BB BlackBerrys BES BES BlackBerry App World Suretype, suretype Surepress, surepress

Refer to www.blackberry.com/names for a complete list of approved names, including: BlackBerry smartphones BlackBerry products BlackBerry product components BlackBerry enabled device products BlackBerry accessories Dont use BlackBerry names without consulting approved naming standards. Online resources make it easy to understand and apply BlackBerry naming systems. If you have any questions, email brandmessagingteam@rim.com.

2009 research In Motion limited. All rights reserved. BlackBerry, rIM, research In Motion, sureType, surePress and related trademarks, names and logos are the property of research In Motion limited and are registered and/or used in the u.s. and countries around the world. All other product or company names are for identification purposes only, and may be trademarks of their respective owners.

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Legal and Toolkit: Toolkit

Toolkit

Toolkit. Toolbox. Tool-a-palooza.


Call it what you want (we debated for 3 hours). Its the place where you can find almost everything you need to get started. Think of it as a new weapon in your creative arsenal. Pick up these assets at go/brand.

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Toolkit and Legal: Toolkit

The BlackBerry logo

The BlackBerry Emblem

Icon Shape

Lifestyle and Product Photography

Datastream

Multistream

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPqRSTUVWxYz 1234567890$#%&@;:,. abcdefghijklmnopqrstuvwxyz ABCDEFGhIjkLMNOPqrSTuVWxyz 1234567890$#%&@;:,.


BlackBerryLove Font Grid

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