摩托羅拉：2017摩托羅拉風格指南（英文版）（64頁）.pdf

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1、02.06.2017Motorola toolkit 06/17Motorola toolkit202.06.2017Say hello to the Motorola toolkit.This Toolkit explains how to present our brand in a differentiated and stylish way.By using the Toolkit to do this,well achieve greater consistency and reinforce the strength of the Motorola brand.ContentsOv

2、erview 3Toolkit 6Motorola logo 7Emsignia 15Lenovo Logo 20Logo size&position 24Typography 34Color 39Imagery 46Pattern 55Illustration 60Legal 62Co-branding 63Motorola toolkitOverview3Why bringing Motorola backMotorola has over 85-year history and is a much loved brand among consumers around the world.

3、We believe this is something to embrace,not shy away from and are keen on building on this rich heritage as we continue to break the limitations of the smartphone industry.We pioneered theworlds first mobile cellphone,and then went on to dominate the cellphone world with the Razr.In an industry that

4、 was stagnant on incremental innovation for almost 10 years,with Moto Z and motomods we reimagined what a smartphone could do.Our reputation for game-changing innovations is not to be taken light of,and thats why Motorola is the brand to look at once again.We have revitalized our iconic batwing and“

5、hellomoto”,now its time to live a new era for our Motorola brand.02.06.2017Motorola toolkitOverview431.05.2017Motorola Brand strategyEvery successful brand has a model.Ours is called a brand plus.It explains in a few short sentences our motivation,what we do,what we promise,and our attitude.Our moti

6、vation To push beyond the expected and live a life less ordinary.Our attitude We are:lively not hectic,unexpected not silly,and bold not aloof.What we do Innovative products that deliver a better mobile lifestyle.What we promise We challenge convention to liberate you from the ordinary.Motorola tool

7、kitOverview531.05.2017The Motorola WorldOur world is young,spirited,and future forward.The perfect combination of style and engineering:Bold,but premium.Fashionable,yet fun.The colors,tone and casting reflect this.Whether a set or on location,we create a sharp,modern space.We always stayed grounded

8、in reality,like the best version of the world we live in but with an unexpected and irreverent twist to it.This brand toolkit explains how to present our brand in a differentiated and stylish way.By applying it,well achieve greater consistency and reinforce the strength of the Motorola brand.Say“hel

9、lo”to Motorola World.Motorola toolkitToolkit602.06.2017gotham hellomoto Different is betterDifferent is better should only be included on strategic communications or communications that reaches a large audience e.g.TVC,OOH.Logos and EmsigniaLenovo LogoColor paletteImagery and patternTypographyProduc

10、t wordmarkIconographyToolkitMotorola toolkitMotorola logo702.06.2017Motorola logoMotorola logoOur iconic logo carries our name and character,acting as our signature for what makes us special and different.The Motorola logo is made up of the Motorola wordmark and iconic Emsignia.Motorola toolkitMotor

11、ola logo802.06.2017Logo formatsWe have three different formats of the Motorola logo to allow flexibility of use across different communication mediums:Horizontal,with Emsignia and Wordmark aligned horizontally;Vertical logo,where Emsignia and Wordmark are aligned vertically;Stacked Logo,where Emsign

12、ia and Wordmark are aligned in the center.These can be produced as a solid color,as outline or as breakout.Please always use official logo artworks,available to download from the Motorola Collective site.Horizontal Logo SolidHorizontal Logo OutlineVertical Logo SolidVertical Logo OutlineStacked Logo

13、 SolidStacked Logo OutlineMotorola toolkitMotorola logo902.06.2017Clear spaceTo allow the Motorola logo to breath and be noticed,clear space rules have been defined.On most communication layouts,the clear space around the Motorola logo is defined by the width of the Lenovo logo.For size reference,pl

14、ease see page 18.If the Motorola logo is used by itself,e.g.TVC end frames,then the clear space is equal to half of the o from the Motorola logo.This rule is applicable for both Flat and Outline versions of the Motorola logos.For creative layout exceptions,see Outline on page 9.Minimum sizeTo retain

15、 visual impact minimum sizes have been defined.0.25”6.5mm 36px1.12”28.5mm 156px0.42”10.8mmMotorola toolkitMotorola logo1002.06.2017How we use our logo formatsTo maximize impact on communications you can choose between a small-scale,large-scale or stacked logo.Small-scale logo Our small-scale logo us

16、es Flat color only to make sure we have maximum legibility.Our small scale logo can be positioned either horizontally or vertically.Large-scale logo Our large-scale logo features the Outline Emsignia only and can be positioned either horizontally or vertically.When to scale We change from the small

17、scale to large scale logo format when the logo exceeds half of the width or height of the communication.Stacked logo The Stacked logo is used predominantly for digital and on screen landscape and squared formats(for example:TVC,animated banner end frames,social media profile pictures,etc.)Small-scal

18、e logoLarge-scale logoStacked logoMotorola toolkitMotorola logo1102.06.2017Example of TVC end frameLorem ipsum dolor sit amet,consectetur adipiscing elit.Duis vitae justo nibh.Aenean et ornare felis.Curabitur in ligula maximus,sagittis neque sit amet,ultricies massa.Sed lorem tortor,placerat quis vi

19、verra id,sollicitudin at enim.Donec nisl dolor,ullamcorper non tempus eget,ullamcorper nec dolor.Small-scale logoLarge-scale logoStacked logoDontDont How we use our logo formats examplesDont use the outline Emsignia logo version small as ledgibility becomes an issueDont use the solid Emsignia logo v

20、ersion large as it becomes too heavy in relationship to the wordmarkMotorola toolkitMotorola logo1202.06.2017Logo versionsFlat color logo The flat color logo can appear in any of the brand colors,except yellow,medium gray or light gray.Consider background colors and the product photography to create

21、 enough contrast for legibility and visual harmony.In all of the colors,the Wordmark is always used in white,except for when its on a yellow background in this case the Wordmark can be black.Depending on your communication medium,or creative idea,you can use our logo in three different ways.Outline

22、logo The Outline logo can appear in any of the brand colors.Always choose a color that helps unite the design layout.Make sure there is sufficient contrast between the background and the M.Our clear-space rules can be broken when using the outline logo version at large scale.Imagery can interact wit

23、h the Emsignia and/or wordmark with creative overlapping and see-through effects.Breakout logo The break-out Emsignia allows us to be expressive and playful.To make sure we retain our Emsignia trademark,it is important that the following overarching principles are followed:Preserve the shape of the

24、M Retain a circle containing shape around the M Avoid creating backgrounds that look like third logos have been createdAll breakout Emsignias created must be shared with the brand team for approval before using.ExceptionsIn exceptional cases only,we can use Flat and Outline logo versions where both

25、the Wordmark and Emsignia are white.The Flat white logo can be used in 3D environments.All cases need approval by the brand team prior to use.Outline white logoFlat white logoMotorola toolkitMotorola logo1302.06.2017Never change the proportions of the LogoAlways ensure there is enough contrast betwe

26、en the background and the EmsigniaAlways choose a background picture that allows legibility of the LogoNever use a solid yellow logo,keyline in yellow is fineNever use an Infill Emsignia with the wordmarkNever use the wordmark on its ownThe M inside the Flat color Emsignia should always be whiteNeve

27、r lock-up moto with the Emsignia,unless agreed with the Brand TeamWe will use the black wordmark when placing over a lightly colored image What not to do with our logoNever use the Stacked logo in a layout including product imagery and talentNever change the proportions of the Stacked logoLorem ipsu

28、m dolor sit amet,consectetur adipiscing elit.Duis vitae justo nibh.Aenean et ornare felis.Curabitur in ligula maximus,sagittis neque sit amet,ultricies massa.Sed lorem tortor,placerat quis viverra id,sollicitudin at enim.Donec nisl dolor,ullamcorper non tempus eget,ullamcorper nec doloNever obscure

29、the logo with imagery that compromises its legibilityNever use a different color Emsignia in the same communication Motorola toolkitMotorola logo1402.06.2017Never shorten the Wordmark Never use hellomoto or other headlines locked up with the EmsigniaWhat not to do with our logo(continued)Never alter

30、 the proportions of the Emsignia in the Vertical logoNever use the Emsignia as a substitute for an o within the Wordmark Never use the Outline logo in a small formatMotorola toolkitEmsignia1502.06.2017Emsignia OverviewOur iconic Emsignia plays an important role within our visual identity.The Emsigni

31、a can be used either locked up with the Motorola wordmark or standalone as a graphic device.The Emsignia must never be locked with any other words.When to use which version Depending on the creative idea or communication medium,there are a number of versions of the Emsignia that can be used.1.Solid

32、color Emsignia2.Outline Emsignia4.Breakout Emsignia5.Physical Emsignia Used in physical space only3.Infill Emsignia Old The M is smaller inside the circleCurrentAlways ensure you are using the current&correct artwork for the new Motorola Emsignia setting-out.Current Emsignia artworkMotorola toolkitE

33、msignia1602.06.2017Emsignia versions1.Solid Emsignia The solid color Emsignia can appear in any of the brand colors,except yellow,medium gray or light gray.Always choose a color that helps unite the design layout.Consider background colors and the product photography to create visual harmony.The M o

34、f the Emsignia must always remain white,no other color can be used.The solid color Emsignia,when locked up with the Motorola wordmark,should only be used at small scale.2.Outline Emsignia The Outline Emsignia can appear in any of the brand colors.Always choose a color that helps unite the design lay

35、out.Consider background colors and make sure there is sufficient contrast between the background and the M.The Outline Emsignia,when locked up with the Motorola wordmark,should only be used at large scale.Motorola toolkitEmsignia1702.06.20174.Breakout Emsignia The break-out Emsignia allows us to be

36、expressive and playful.To make sure we retain our Emsignia trademark,it is important that the following overarching principles are followed:Preserve the shape of the M Retain a circle containing shape and the M Avoid creating backgrounds that look like third logos have been created.All breakout Emsi

37、gnias created must be shared with the brand team for approval before using.5.Physical Emsignia The Physical Emsignia is best used in the real world such as in retail spaces,pop-ups,events or exhibitions.The same principles of legibility and content suitability apply.All Physical Emsignias created mu

38、st be shared with the brand team for approval before using.3.Infill Emsignia The Infill Emsignia can be used as a window into the Motorola world.Imagery,illustration and patterns can all be used.Our infills should always be lively,bold and unexpected.They should always reflect the Motorola color pal

39、ette.The M of the Emsignia must remain white,no other color can be used.Always make sure there is sufficient contrast between the chosen infill and the M.It is important that the M isnt worked into the Emsignia background.It should always sit on top of any pattern used.Avoid using infills that are o

40、bviously recognizable as products or brands.Emsignia versions(continued)Motorola toolkitEmsignia1802.06.2017When used as a graphic device,the Emsignia can be cropped as long as the complete Motorola logo also appears on the communication.Always make sure the Emsignia is recognizable.When zooming or

41、cropping the Emsignia,make sure you see the outer circle and the M together in a centralized position.Cropping the EmsigniaUsing the Motorola logo and Emsignia togetherWhen the Emsignia and the Motorola logo are used together on communication,they should always appear using the same color.Motorola t

42、oolkitEmsignia1902.06.2017Always ensure the Emsignia is not obscured by a busy background,typography,or imageryNever use inappropriate content and avoid using controversial imagesAlways ensure the circle is retainedThe Emsignia should not be cropped in irregular shapesNever lock up the Emsignia with

43、 moto.For exceptions contact the Brand TeamNever use the Emsignia as a logo in campaigns and eventsNever add elements to the Emsignia which compromise its legibilityNever add elements to the Emsignia which can misinterpretedNever lock up headlines to the EmsigniaNever use images that are too complic

44、ated Never use yellow a Solid color EmsigniaNever use the Emsignia as a see through,apart from in 3D applicationsThe M in Solid color Emsignia should always be whiteNever alter the proportions between the Emsignia and the circleThe M should never be worked into the background of an EmsigniaThe M in

45、the Infill Emsignia should always be whiteAlways ensure both the M and the circle are in the same colorNever change the proportions of the EmsigniaAlways ensure there is enough contrast between the background and the EmsigniaWhat not to do with our EmsignaNever use a different color Emsignia in the

46、same communication Motorola toolkitLenovo logo2002.06.2017Lenovo logoOverviewThe Lenovo logo consists of a white wordmark within a container shape.The wordmark stays the same,but the color of the container shape can change.Clear spaceMinimum sizeTo preserve the integrity of the Lenovo logo,always ma

47、intain a minimum clear space around the logo.The clear space for the Lenovo logo is measured by using the height of the L.The Lenovo logo retains its visual strength in a wide range of sizes.However,when the logo is reproduced too small,it is no longer legible and its impact is diminished.Print appl

48、ication The Lenovo logo should never be reproduced in a width smaller than 15 mm(6 in).Digital application The Lenovo logo should never be reproduced in a width smaller than 100px at 72dpi where possible.15mm 6 in100pxMotorola toolkitLenovo logo2102.06.2017Single color logoWhere production limitatio

49、ns exist,a single-color Lenovo logo can be used e.g.on product packaging.Single-color logos have the wordmark cut through.This allows textures,patterns or imagery to show through the wordmark.In the event that a single color logo is required,we use either a black or white logo.Flat color logoOn Moto

50、rola applications,the flat color version of the Lenovo logo should be used.It can be used in all of our colors,except yellow and light gray.The Lenovo logo should be applied in a different brand color to the Motorola logo(both the Emsignia and Wordmark).The color chosen for the Lenovo logo must be h

51、armonious with the background color or object,but should always be visible.The Motorola logo color should always contrast with the background for maximum stand-out.Lenovo logo colorsExamples in useMotorola toolkitLenovo logo2202.06.2017Digital use The Lenovo logo must be tabbed to the right hand sid

52、e of the layout.TVC use The Lenovo logo must be tabbed to the right hand side of the layout,aligned with the edge of the minimum visible area of the screen.Logo position in moving mediaLorem ipsum dolor sit amet,consectetur adipiscing elit.Duis vitae justo nibh.Aenean et ornare felis.Curabitur in li

53、gula maximus,sagittis neque sit amet,ultricies massa.Sed lorem tortor,placerat quis viverra id,sollicitudin at enim.Donec nisl dolor,ullamcorper non tempus eget,ullamcorper nec dolor.The new moto z2 playwith moto modsDigital useTVC useMotorola toolkitLenovo logo2302.06.2017Never use the single color

54、 logo when full color logo usage is possibleThe single color logo must only be applied in black or whiteNever orientate the Lenovo logo in the wrong directionThe Lenovo logo must never be used in yellowThe Lenovo logo must always appear in a different color to the Motorola EmsigniaThe Lenovo logo mu

55、st always be placed on the right hand sideThe Lenovo logo must always be visible within the designThe Lenovo logo should never be placed on the edgeNever change the proportions of the Lenovo logoThe Lenovo logo must always appear in a different color to the Motorola logoThe Lenovo logo must always a

56、ppear in its container shapeNever use the Lenovo logo in outline formatWhat not to do with the Lenovo logoMotorola toolkitLogo size&position2402.06.2017Logo sizesTo ensure consistency across our communications,we have established fixed logo sizes for the Motorola and Lenovo logos across a wide range

57、 of print and digital formats.Size relationships have been defined for both small and large-scale Motorola logo versions:-EU standard print-US standard print-Billboards/OOH-Digital-Social mediaOn extreme small formats,e.g.website small square or button advertisements,where the size of the applicatio

58、n compromises the legibility of the Motorola or Lenovo logo,the Emsignia can be used by itself.For non-standard formats,see page 28 for guidance on how to size the Lenovo and Motorola logos.Example 96 sheet 12192x3048(1:10)Logo sizes&positionMotorola toolkitLogo size&position2502.06.2017LetterHalf L

59、etterJunior LegalLegalTabloidABEDCEU standard sizes:Small scale logoUS standard sizes:Small scale logoA0A1A2A3 LandscapeA4A5DLA3 PortraitLogo sizesFormat Format Motorola Lenovo dimensions logo logo width height (in)(in)(in)Half letter 5.5 x 8.5 2.2 0.87Letter 8.5 x 11 3.35 1.26Junior Legal 5 x 8 2.2

60、 0.87Legal 8.5 x 14 3.98 1.5Tabloid 11 x 17 4.96 1.85A 8.5 x 11 3.35 1.26B 11 x 17 4.96 1.85C 17 x 22 7.48 2.8D 22 x 34 10.87 4.05E 34 x 44 14.96 5.59 Logo sizesFormat Format Motorola Lenovo dimensions logo logo width height (mm)(mm)(mm)A0 840 x 1188 388 145A1 594 x 840 276 103A2 420 x 594 195 73A3

61、L 420 x297 139 52A3 P 297 x 420 139 52A4 210 x 297 88 33A5 148 x 210 61 23DL 100 x 210 61 23 WidthHeightMotorola toolkitLogo size&position2602.06.2017Example 96 sheet 12192x3048(1:10)96 sheet64 sheet32 sheet16 sheet12 sheet6 sheet48 sheetLogo sizes EU standard sizesFormat Format Motorola Lenovo dime

62、nsions logo logo width height (mm)(mm)(mm)96 sheet 12192 x 3048 3050 114064 sheet 8128 x 3048 2110 79048 sheet 6096 x 3048 1660 62032 sheet 4064 x 3048 1230 46016 sheet 2030 x 3048 880 33012 sheet 3048 x 1524 830 3106 sheet 1200 x 1800 530 200 Logo sizes US standard sizesFormat Format Motorola Lenov

63、o dimensions logo logo width height (in)(in)(in)96 sheet 480 x 120 120.08 44.8864 sheet 320 x 120 83.07 31.1048 sheet 240 x 120 65.35 24.4132 sheet 160 x 120 48.43 18.1116 sheet 80 x 120 34.65 12.9912 sheet 120 x 60 32.68 12.206 sheet 47 x 71 20.87 7.87 Full bannerHalf bannerS rectangleHalf pageL sk

64、yscraperSkyscraperSquareButtonS squareM rectangleL rectangleLogo sizesFormat Format Motorola Lenovo dimensions logo logo width height (px)(px)(px)Full banner 468 x 60 160 60Half banner 234 x 60 160 60Button 120 x 90 54 N/AHalf page 300 x 600 179 67L skyscraper 160 x 600 115 67Skyscraper 120 x 600 67

65、 67Square 250 x 250 145 54L rectangle 336 x 280 144 54M rectangle 240 x 400 144 54S rectangle 180 x 50 132 50S square 125 x 125 54 N/A Billboards/OOH:Small scale logoDigital:Small scale logoMotorola toolkitLogo size&position2702.06.2017I ProfileI GalleryI ImageY CoverY VideoLogo sizesFormat Format M

66、otorola Lenovo dimensions logo logo width height (px)(px)(px)FB*Profile 180 x 180 149 N/AFB*Cover 828 x 315 214 80FB*Image 1200 x 630 329 123I Profile 110 x 110 60 N/AI Gallery 161 x 161 90 N/AI Image 1080 x 1080 375 140Y Cover 2560 x 1440 630 235Y Video 1280 x 760 362 135*FB=FacebookSocial media:Sm

67、all scale logoSmall size logo colors At small sizes,ensure the Motorola logo uses a more vibrant color than the Lenovo logo.The Lenovo logo color should pick-up on a secondary color used within the photography.Platform logo adjustments The Motorola logo should always be visible regardless of display

68、.Adjustments may need to be made for some platforms,e.g.YouTube requires the Motorola logo to be moved so that it is still seen on mobile displays.Facebook ProfileFacebook ImageFacebook CoverMotorola toolkitLogo size&position2802.06.2017LetterLegalTabloidABEDCA0A1A2A3 LandscapeA4A5DLA3 PortraitLogo

69、sizesFormat Format Motorola Lenovo dimensions logo logo width height (in)(in)(in)Half letter 5.5 x 8.5 4.92 0.87Letter 8.5 x 11 7.64 1.26Junior Legal 5 x 8 4.41 0.87Legal 8.5 x 14 7.48 1.50Tabloid 11 x 17 9.72 1.85A 8.5 x 11 7.64 1.26B 11 x 17 9.72 1.85C 17 x 22 15.12 2.80D 22 x 34 19.29 4.05E 34 x

70、44 30.27 5.59 Logo sizesFormat Format Motorola Lenovo dimensions logo logo width height (mm)(mm)(mm)A0 840 x 1188 743 145A1 594 x 840 525 103A2 420 x 594 371 73A3 L 420 x297 262 52A3 P 297 x 420 385 52A4 210 x 297 188 33A5 148 x 210 133 23DL 100 x 210 84 23 EU standard sizes:Large scale logoUS stand

71、ard sizes:Large scale logoWidthHeightHalf LetterJunior LegalMotorola toolkitLogo size&position2902.06.2017Example 96 sheet 12192x3048(1:10)96 sheet64 sheet32 sheet16 sheet12 sheet48 sheetLogo sizes EU standard sizesFormat Format Motorola Lenovo dimensions logo logo width height (mm)(mm)(mm)96 sheet

72、12192 x 3048 2630 62064 sheet 8128 x 3048 2630 62048 sheet 6096 x 3048 2630 62032 sheet 4064 x 3048 2730 46016 sheet 2030 x 3048 1810 33012 sheet 3048 x 1524 1310 3106 sheet 1200 x 1800 1060 200 Logo sizes US standard sizesFormat Format Motorola Lenovo dimensions logo logo width height (in)(in)(in)9

73、6 sheet 480 x 120 103.54 24.4164 sheet 320 x 120 103.54 24.4148 sheet 240 x 120 103.54 24.4132 sheet 160 x 120 107.48 18.1116 sheet 80 x 120 71.26 12.9912 sheet 120 x 60 51.57 12.206 sheet 47 x 71 41.73 7.87 Full bannerHalf bannerS rectangleHalf pageL skyscraperSkyscraperSquareButtonS squareM rectan

74、gleL rectangleLogo sizesFormat Format Motorola Lenovo dimensions logo logo width height (px)(px)(px)Full banner 468 x 60 160 60Half banner 234 x 60 160 60Button 120 x 90 54 N/AHalf page 300 x 600 255 67L skyscraper 160 x 600 115 67Skyscraper 120 x 600 67 67Square 250 x 250 213 54L rectangle 336 x 28

75、0 246 54M rectangle 240 x 400 203 54S rectangle 180 x 50 132 50S square 125 x 125 54 N/A Billboards/OOH:Large scale logo6 sheetDigital:Large scale logoMotorola toolkitLogo size&position3002.06.2017Logo sizesFormat Format Motorola Lenovo dimensions logo logo width height (px)(px)(px)FB*Profile 180 x

76、180 131 N/AFB*Cover 828 x 315 262 80FB*Image 1200 x 630 549 123I Profile 110 x 110 60 N/AI Gallery 161 x 161 149 N/AI Image 1080 x 1080 986 140Y Cover 2560 x 1440 1170 235Y Video 1280 x 760 670 135*FB=FacebookI ProfileI GalleryI ImageY CoverY VideoSocial media:Large scale logoSmall size logo colors

77、At small sizes,ensure the Motorola logo uses a more vibrant color than the Lenovo logo.The Lenovo logo color should pick-up on a secondary color used within the photography.Platform logo adjustments The Motorola logo should always be visible regardless of display.Adjustments may need to be made for

78、some platforms,e.g.YouTube requires the Motorola logo to be moved so that it is still seen on mobile displays.Facebook ProfileFacebook ImageFacebook CoverMotorola toolkitLogo size&position3102.06.2017To ensure consistency across our communications,we have fixed logo positions for the Motorola and Le

79、novo logos.Motorola small-scale logo The small scale version of the Motorola logo must be positioned in the top left corner of any application.It sits against the top and left margins.Motorola large-scale logo The large scale version of the Motorola logo must be positioned at the top or left of any

80、application.It sits at the top against the top,left and right margins when the horizon version is used,or sits on the left against the left,top and bottom margins when the vertical version is used.Lenovo logo The Lenovo logo is always positioned on the right edge of any application.Always sitting wi

81、thin the right margin,it can be moved up or down to allow for more flexibility when developing layouts.The Lenovo logo must not sit in the logo-free zones when space permits.How not to position the Lenovo logoMotorola large-scale logo positionMotorola small-scale logo positionLenovo logo positionLog

82、o positionNever position the Lenovo logo at the very top or bottom of the application.The Lenovo logo is always seen in its vertical orientation.Motorola toolkitLogo size&position3202.06.2017Scaling the Motorola logo on non-standard and extreme formatsAlways maintain the relative size relationships

83、between the Motorola and Lenovo logos.This will ensure the right balance between the brands on all non-standard format applications:Small scale logo sizing Large scale logo sizing Width of Lenovo logoWidth of Lenovo logo sets all four marginsWhen sizing the Motorola and Lenovo logos on non-standard

84、and extreme shaped formats,use the following principles:1.Refer to the Logo sizes tables shown earlier in this section to find the nearest dimensions.2.If there is not a close size match in the Logo sizes tables,use your best judgment to scale.Round the logo sizes up or down to the nearest whole num

85、ber for ease of use.Refer to the examples shown throughout these guidelines as a guide.3.Set all four margins to the width of the Lenovo logo.Lorem ipsum dolor sit amet,consectetur adipiscing elit.Morbi non lorem ligula.Duis luctus enim vitae tellus euismod,vitae pharetra lectus fi nibus.Sed sed sem

86、per orci.SkyscraperEvent bannersDue to the extreme shape format,the large scale Motorola logo is sized to fit exactly on its clear space,and the Lenovo logo doesnt appear.Event banners showing logos sized using best judgment and to suit the format and its purpose(i.e.strong visibility within the ove

87、rall context of an event).Lorem ipsum dolor sit amet,consectetur adipiscing elit.Morbi non lorem ligula.Duis luctus enim vitae tellus euismod,vitae pharetra lectus fi nibus.Sed sed semper orci nunc sit amet neque.Small scale logo sizing The small scale Motorola logo size is determined by scaling the

88、 height of the Motorola wordmark to the width of the Lenovo logo.Large scale logo sizing The large scale Motorola logo size is determined by the margin.The margins are set by the width of the Lenovo logo.The large scale Motorola logo is scaled across the full width or height of the page from margin

89、to margin,depending on which large scale logo version is used(horizontal or vertical).Motorola toolkitLogo size&position3302.06.2017Never use both Motorola logos in the same applicationNever use the small scale logo rule to size the large scale Motorola logoHow not to size and position our logosNeve

90、r place the small scale Motorola logo outside of the marginsAlways position the small scale Motorola logo in the top left corner of any applicationNever lock the Motorola and Lenovo logos togetherNever use the large scale logo rule to size the small scale Motorola logoNever lock the Motorola and Len

91、ovo logos togetherNever lock the large scale Motorola logo and Lenovo logos togetherMotorola toolkitTypography3402.06.2017stylishmotoTypographyOverviewOur personality comes through not just in the words we use,but also in how those words look and feel.1.Headlines Gotham Bold lower case Tracking:-40

92、Leading:95%of the type size (e.g.100pt type on 95pt leading)2.Sub-headers Gotham Bold sentence case Tracking:0 Leading:115%of the type size(e.g.10pt type on 11.5pt leading)3.Body copy Gotham Book sentence case,product names in Gotham Bold Tracking:0 Leading:115%of the type size(e.g.10pt type on 11.5

93、pt leading)4.Tagline Gotham Bold sentence case Tracking:0 Leading:115%of the type size(e.g.10pt type on 11.5pt leading)5.Legal line Gotham Book sentence case Tracking:0 Leading:115%of the type size(e.g.10pt type on 11.5pt leading)1.headlines are set in gotham bold tightly spaced lower case2.Sub-head

94、ers are set in Gotham Bold sentence case.3.Body copy is set in Gotham Book sentence case.When moto is included in body copy,it should be written in lowercase in Gotham Bold.4.The tagline is set in Gotham Bold sentence case.5.The legal line is set in Gotham Book sentence case.Motorola toolkitTypograp

95、hy3502.06.2017Type colorType should always appear in either white or black,depending on the background color.Color can be used to communicate key messages,or for emphasis.Whatever happens,your moto z force wont crack under the pressure with the moto shattershield.Different is betterWhatever happens,

96、your moto z force wont crack under the pressure with the moto shattershield.Different is betterTypography colorExamples in usemoto z with moto modsmoto modsMotorola toolkitTypography3602.06.2017moto zmoto modsmoto g5 plusmoto z2 playmoto zmoto modsmoto g5 plusmoto z2 playProduct names1.Product wordm

97、arkWhen moto is used with a specific product name,its important that it is written consistently across all communications.moto should not be used as a stand-alone brand.1.Product wordmark:The Motorola wordmark artwork is available to download from Motorola Collective.Product name is set in Gotham Li

98、ght subscript and/or underneath at half the size of the x-height.2.Product names in headlines:Gotham Bold Tightly spaced lower case Tracking:-40 Leading:95%of the type size(e.g.100pt type on 95pt leading)3.Product names in body copy and subheads:Gotham Bold Lowercase Tracking:-20 Leading:115%of the

99、type size(e.g.10pt type on 11.5pt leading)For greater emphasis in body copy you can also use one other brand color.Product names included in copy must be written on a single line where ever possible.Please refer to legal documentation around trademarking requirement when using moto product names.Pro

100、duct names are created in Gotham Light.The only exception is motomods where the artwork is available to download from Motorola CollectiveGeneration numbers should always appear in superscript2.Product names in headlines3.Product names in body copy and subheadsExamples of use moto z with moto modsNev

101、er use product wordmarks in a paragraph.(please see page 34 for other examples of what not to do)Never lock up the product wordmark with the EmsigniaHow not to use the product names1/2 x1/2xx-heightMotorola toolkitTypography3702.06.2017hellomotoCombination wordsDrawing on our history,hellomoto has a

102、n important role to play in building our brand recognition.hellomoto can be used in headlines or in body copy,but must never be locked up with the Emsignia.It is a branding device,not a standalone brand.To maintain our trademark of hellomoto,it should always be written as one word.The only exception

103、 is where format space is limited,in which case it can be written over two lines.Color can also be used to create visual separation.hellomoto in headlines hellomoto should always be written in Gotham Bold,tightly spaced at-80pts.hellomoto in copy hellomoto should always be written lowercase in Gotha

104、m Bookhellomoto can also be split when an illustration or a product/talent photography is used in between the words,this can give the impression that it is still one word,and this is the only exception permitted.When hellomoto is used as a headline,the Motorola logo should also be present.hellomoto

105、is not a substitutte for the Motorola logo.Building on the brand recognition of hellomoto,the following combinations can also be used.Adding to hello hello can be used in combination with other words to build emotion or focus on specific messages.hello should be written in a different color for diff

106、erentiation.Adding to moto moto can be used in combination with other words to build emotion or focus on specific messages.moto should be written in a different color for differentiation.The words should express the brand personality of Motorola,or a particular feature of the product.hellomotohellom

107、otohellomotouniquemotostylishmotohellochicagohellograduationMotorola toolkitTypography3802.06.2017Meet the razor-thin Moto Z Force,the future of smartphones.Colors must only be used as copy accent colorsMore than a laptop,the Yoga 910 understands your lifestyle.Never use tintsMeet the razor-thin Mot

108、o Z Force,the future of smartphones.Copy must always be legible on any chosen backgroundMORE THAN A LAPTOP,THE YOGA 910 UNDERSTANDS YOUR LIFESTYLE.the new moto cfamilyWhat not to do with our typefaceNever use Gotham Book in headlinesNever use typography in upper caseTypography should always be range

109、d left or right and never staggeredMeet the razor-thin Moto Z Force,the future of smartphones.Never lock the product signature to the EmsigniaDont overcrowd or add unnecessary graphic elementsNever use containers to display product namesNever lock hellomoto to the Emsigniahellomoto should always be

110、spaced at-80pt tracking and never set too openTypography should always be ranged left or right and never staggeredNever use product wordmarks in body copyNever change point size on the same paragraphhellomotoMotorola toolkitColor3902.06.2017OverviewColor plays an important role in creating our livel

111、y,bold,and unexpected look and feel.Black and gray are used only as accent colors.We use them when we need more contrast,e.g.within typography.White is an important color,as it provides moments of calm for our lively color combinations to stand out.When using color,do so with the mindset of simplici

112、ty as too many colors together can create complexity and clutter.Although orange and pink are key colors in the Motorola palette,there are strict rules in how these colors together can be used:Orange must only be used with a gradient treatment when featured as the dominant color in an application e.

113、g.as the background in a Moto Mods campaign.Pink can only be used as a secondary color in any application created e.g.applied as the Emsignia color in a largely yellow layout.LENOVO REDPantone 485CCMYK 0.98.100.0RGB 235.20.10Web Hex#E1140ALENOVO PINKPantone 7424CCMYK 5.90.10.0RGB 240.65.135Web Hex#F

114、04187LENOVO DARK GREYPantone 432CCMYK 80.65.55.50RGB 51.63.72Web Hex 333F48LENOVO ORANGEPantone 1505CCMYK 0.72.100.0RGB 255.106.0Web Hex#FF6A00LENOVO CYANPantone 637CCMYK 61.2.7.0RGB 70.200.225Web Hex#46C8E1LENOVO MEDIUM GREYPantone 424CCMYK 57.47.48.14RGB 111.113.112Web Hex#6F7170LENOVO YELLOWPanto

115、ne 108CCMYK 0.5.100.0RGB 254.230.0Web Hex#FEE600LENOVO GREENPantone 360CCMYK 61.0.95.0RGB 106.195.70Web Hex#6AC346LENOVO LIGHT GREYPantone 400CCMYK 23.20.25.0RGB 196.190.182Web Hex#C4BEB6LENOVO BLUEPantone 279CCMYK 71.37.0.0RGB 62.141.221Web Hex#3E8DDDLENOVO BLACKPantone Black CCMYK 20.0.0.100RGB 0.

116、0.0Web Hex#000000WHITEPantone N/ACMYK 0.0.0.0RGB 255.255.255Web Hex#FFFFFFColorMotorola toolkitColor4002.06.2017Where you use colorColor has an important role to play on all our communications.It can be applied in a number of ways:1.Backgrounds Color can be used in backgrounds,using a variety of tec

117、hniques.2.Environment Color can be used to enhance environments,to push sets from the real world into the Motorola world.3.Objects Color can be used on objects in environments to help communicate our brand personality.4.Talent&wardrobe Color can be used to bring vibrancy,energy,and attitude to our m

118、odels and the clothes they wear.ObjectsBackgroundsEnvironmentsTalent&wardrobeMotorola toolkitColor4102.06.2017Gradient backgroundFlat color background1.BackgroundsBackgrounds form the foundation for our imagery.From solid to gradient colors we use light and shade to create depth and contrast,allowin

119、g our imagery to stand out and get noticed.Our bold and confident colors act as a bright canvas that showcase our products and messages,creating striking and distinctive communication.Deep color backgroundStylized background+horizon lineMotorola toolkitColor4202.06.20172.EnvironmentEnvironments play

120、 an important role in grounding our imagery in reality.Whether found or created environments,color plays an integral role in making them uniquely Motorola.The Motorola world is best created by using one main color,supported by a secondary color contrasted with its natural environment of cement,stone

121、,bricks,wood,etc.The fewer colors used,the more single minded,stylish,and focused the image becomes.Motorola toolkitColor4302.06.2017Color can be used on props to add a pop of color and contrast that adds personality to our images.Sometimes a graphic environment is found without color,but it can be

122、transformed by adding colored objects.3.ObjectsMotorola toolkitColor4402.06.2017Casting and wardrobe design are integral to our look&feel.There should be a challenger spirit to the way Lenovo Consumer models are styled.If they were in a crowd of people,they would be the first noticed.When selecting

123、wardrobe for talent,think of the styling as almost a character in itself.It should have a vibrancy and life to it.Wardrobe isnt just about color,it should have the energy and attitude of Motorola.This is most closely represented in street fashion with a mix of costume design.4.Talent&WardrobeMotorol

124、a toolkitColor4502.06.2017Never use black and white photographyNever use colors that are not from the Lenovo color paletteNever use colors as duotoneNever use black and white photography with special effectsNever overuse the amount of colors within photography,be single mindedNever use our colors as

125、 pastelsNever use overcomplicated color backgroundsNever use different color palettes within photographyNever use clashing color palettes within photographyWhat not to do with colorMotorola toolkitImagery4602.06.2017We use striking imagery to help tell stories about our product features and benefits

126、.Our imagery is always Lively,Bold,and Unexpected,conveying a premium and stylish look&feel.Our world is young,spirited,and future-forward.Grounded in reality but always vibrant.Using color,pattern,and texture to bring our brand to life.Our imagery should never be silly,hectic or aloof.OverviewImage

127、ryMotorola toolkitImagery4702.06.2017How imagery is usedOur imagery can be applied in a number of ways:1.Backgrounds High-definition product photographs or renders.2.Product Flat and graduated colors are used to create depth and contrast,to help our imagery to stand out.3.Environments Found or creat

128、ed environments ground our imagery in reality.4.Objects Objects play an important supporting role within our imagery.5.Talent&wardrobe Talent and wardrobe that reflects our attitude and character.EnvironmentsBackgroundsProductObjectsTalent&wardrobeMotorola toolkitImagery4802.06.20171.BackgroundsBack

129、grounds form the foundation for our imagery.From solid to gradient colors we use light and shade to create depth and contrast,allowing our imagery to stand out and get noticed.Graphic color backgrounds Our bold and confident colors act as a bright canvas that showcase our products and messages,creat

130、ing striking and distinctive communications.Flat color backgroundGradient color backgroundWhen using deep gradients,make sure that an area is true to the Motorola color.Product,pattern or photography can be applied to these backgrounds.Gradient color backgroundHorizon line backgroundSubtle horizonMo

131、torola toolkitImagery4902.06.20171.BackgroundsTextured color backgrounds For added dimension and interest our colors can be usedas a textured background.These textures can be part of a broader architectural environment,or simply a close cropped element of texture that fills the frame.Metal shuttersP

132、ainted concreteStained woodTexture can be used to enhance our color backgrounds within photography.Painted wallColoured plasterColoured texture in architectureMotorola toolkitImagery5002.06.20172.ProductProducts should always be photographed or rendered in high definition.These images can be shot fl

133、at-on,angled or as detail shots.Product shots can also be displayed in stacked arrangements to demonstrate range diversity or product features and benefits.Lighting should encourage shadows,highlights and shading to give a natural depth to the shot,but shouldnt be too dramatic.Images should have a n

134、atural tone:avoid harsh or flash lighting.Colors should look real,never fake.Screenfills should either feature an appropriate Motorola image or illustration,or,if required,specific partner imagery.Motorola toolkitImagery5102.06.20173.EnvironmentsEnvironments play an important role in grounding our i

135、magery in reality.Found environments Sets should be built in uncluttered real locations.The architecture and design of the space should reflect the visual identity,through shape,pattern and textureThe use of our color palette on objects or surfaces turn standard sets into Motorola unique sets.Create

136、d environments Sometimes creating environments within a space or studio is unavoidable.Use texture,shadow and color to emulate a real environment.The addition of objects can also help ground the environment.A clean,seamless space should be avoided.Motorola toolkitImagery5202.06.20174.ObjectsObjects

137、play an important supporting role within our imagery.These elements can be used as visual metaphors and tools that give context to the product and story.Relatable and unexpected,but never silly or weird,these elements should push the line of everyday.Use our color palette to make them truly Motorola

138、.Sometimes a graphic environment is found without color,but it can be transformed by adding colored objects.Motorola toolkitImagery5302.06.20175.Talent&wardrobeCasting and wardrobe are integral to creating unique Motorola imagery.The Motorola world is young,fresh and future-forward.Our talent should

139、 have attitude and character that reflects this.Talent Our talent should be styled but never polished.It should be clear that they,and the environment theyre in,are from a real place.Character and personality can be communicated through actions as much as style.Poses and expressions should be lively

140、,energetic and bold.When using talent for creative content,ensure imagery is never overly staged or treated.Wardrobe There is a challenger spirit to the way our models are styled.If they were in a crowd of people,they would be the first noticed.When selecting wardrobe for talent,think of the styling

141、 as almost a character in itself.It should have a vibrancy and life to it.Pattern can also help contribute to the energy and attitude.Motorolas style is most closely represented in street fashion with a mix of costume design.Motorola toolkitImagery5402.06.2017Never use awkward angles that dont commu

142、nicate product features or benefitsAlways use colors from the Motorola paletteNever use colors in backgrounds which arent from our color paletteNever use models that dont reflect our attitudeNever apply other creative elements on top of products(pattern,color block,illustration)Never use cluttered i

143、nterior or exterior environmentsNever use wardrobe which doesnt reflect our style and brand personalityAlways use interesting and engaging surfaces when using texture in photographyDont over-complicate pattern,textures and color of backgroundsDo not use B&W imageryDo not use overly styled talent or

144、too many color combinations-be single mindedDo not overly pose talentDo not apply other color effects to imagery style art directionDo not use overly exaggerated expressionsDo not use talent that is overly stylized and forced expressionsWhat not to do with imageryMotorola toolkitPattern5502.06.2017P

145、atterns add depth,energy and movement to our communications.They help us to create a distinctive look and feel that helps us stand out from the crowd.Patterns can be applied in a variety of ways-from big and bold,to subtle and sophisticated.They can be used as metaphoric elements to help communicate

146、 product features or benefits,or purely to create bold and simple backdrops for our communications.Pattern can also appear in photography,through pattern in wardrobe and within the environments our products are placed in.OverviewPatternAvoid patterns that look unsophisticated and childish(please see

147、 page 56 for other examples)How not to use the patternsMotorola toolkitPattern5602.06.2017How pattern is usedPattern has an important role to play throughout our communications.It can be applied in a number of ways:1.Backgrounds Illustrative patterns that communicate product features and benefits.2.

148、Environment Patterns that bring energy and tone to sets when combined with surfaces or objects.3.Wardrobe Patterns that add vibrancy and attitude to model outfits.EnvironmentBackgroundsWardrobeMotorola toolkitPattern5702.06.20171.BackgroundPatterns can be used to help us to tell stories.Applied simp

149、ly and boldly,pattern can communicate different product features and benefits,or illustrate key messages.These examples demonstrate different approaches to pattern around the concept of sound.Bold patternsMotorola toolkitPattern5802.06.20172.Environment3.WardrobePattern treatments can be extremely f

150、lexible.They can be applied to environments as shown in these examples either within the construct of the set,or as animation within the environment content.Pattern can be added to either found or created environment,making them uniquely Motorola.There is a challenger spirit to the way our models ar

151、e styled.If they were in a crowd of people,they would be the first noticed.When selecting wardrobe for talent,think of the styling as almost a character in itself.It should have a vibrancy and life to it.Pattern can also help contribute to the energy and attitude.The Motorolas style is most closely

152、represented in street fashion with a mix of costume design.Motorola toolkitPattern5902.06.2017Never create a shape for the Motorola logo to sit inNever use overly complicated patterns within illustrationNever use patterns in a random way that has no relevance to the piece of communicationNever use s

153、hapes around typography to accommodate patternNever use pattern where the main communications becomes illegibleNever use patterns that are stylistically distant from our visual identity directionNever overuse pattern across backgrounds and talentNever use color combinations that appear off brandNeve

154、r use pattern where it fights with our logos or productNever use strong pattern behind copyNever create new brand elementsNever use descriptive illustration that appears as patternWhat not to do with patternsMotorola toolkitIllustration6002.06.2017IllustrationUnder constructionMotorola toolkitIllust

155、ration6102.06.2017Never use badly drawn,overly complex handsNever use illustration styles as screenfillsNever use overly complex color combinationsNever use clip art iconsNever use overly complex illustrations that clash with product and backgroundNever use mixed styles of illustrationNever use comp

156、lex storytelling illustrationNever add illustration to the EmsigniaNever use unsophisticated illustration stylesWhat not to do with illustrationMotorola toolkitLegal6202.06.2017Legal1)Moto brand elements must be the dominant branding.Moto brand elements include MOTOROLA,MOTO,(M),and Moto codes(i.e.M

157、oto combined with another word,such as MOTOLOVE).When using the Lenovo brand,including the container logo,it must be substantially less dominant than the Moto brand elements,and separate from the Moto brand elements.2)The appropriate Legal Entity Statement must be included.a.For materials featuring

158、Motorola products,use“Designed and manufactured by/for Motorola Mobility LLC,a subsidiary of Lenovo”(for materials featuring both Motorola and non-Motorola products,add“Motorola branded phones are”to the beginning).b.For materials featuring the Motorola brand elements(Motorola,(M)or MOTO)and the Len

159、ovo brand,but not Motorola products,use“Motorola Mobility LLC,a Lenovo Company”or“Motorola Mobility LLC is a subsidiary of Lenovo.”3)Placement of Legal Entity Statement:a.TV CommercialsThe Legal Entity Statement should be used prominently in close proximity to the Motorola/Lenovo logos,or at the end

160、 of the commercial.b.For PackagingThe Legal Entity Statement should be used prominently on the back of the box.Additionally,the(M),Motorola and Moto brand elements,as well as the name of the product(e.g.MOTO Z)must appear separately on the packaging.c.For internet sites,the following statement shoul

161、d be place prominently on the site:“Moto branded products are designed and manufactured by or for Motorola Mobility LLC,a wholly owned subsidiary of Lenovo”.d.For all other advertising materials that typically contain legal copy(e.g.a print ad)Legal Entity Statement can be incorporated at the end of

162、 the trademark statement,as a separate sentence.To ensure our legal line is always legible,it should never be reproduced in font size smaller than 4pt.The clear space for the legal line from each artwork border is measured by using the width of the M.The color of the legal line should be either whit

163、e or black.Ensure that there is enough contrast between the legal line and background.Minimum sizeClear spaceColorMotorola toolkitCo-branding6302.06.2017Co-brandingThird-party content should always be placed in the top right,bottom left,or as a strip at the bottom of the communication.Third-party in

164、formation should not mimic the Motorola style.Incorrect useThird party contentThird party contentThird party contentCorrect useMotorola toolkitBrand team6402.06.2017Brand teamFor further information regarding using the Motorola toolkit please contact the brand team.Erin CochranNorth America Renata SilvaLATAM Thibaut du RoureEMEA Bridget WuPRC Anna HoAPAC Nathalie Padilla Roberto Gomez R