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, we’ll achieve greater consistency and reinforce the strength of the Motorola brand.ContentsOverview 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. 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 the world’s first mobile cellphone, and then went on to dominate the cellphone world with the Razr. In an industry that 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 that’s why Motorola is the brand to look at once again. We have revitalized our iconic batwing and “hellomoto”, now it's 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 motivation 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 toolkitOverview531.05.2017The 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 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, we’ll achieve greater consistency and reinforce the strength of the Motorola brand.Say “hello” to Motorola World. Motorola toolkitToolkit602.06.2017gotham hellomoto "Different is better"Different 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 patternTypographyProduct wordmarkIconographyToolkitMotorola toolkitMotorola logo702.06.2017Motorola logoMotorola logoOur iconic logo carries our name and charact...
