Post on 29-Jun-2020
1Confidential and proprietary material for authorized Verizon Wireless personnel only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
DROID – USAGE GUIDELINES
August 2, 2010
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Rev1: Added Droid by Motorola lock‐up. Slide 17Rev 2: Droid Eris with Google by HTC.
Slide 20.Rev 3: Droid Incredible added. Slide 3, 4 & 5Rev 4: Droid Incredible by HTC graphic updatedRev 5: Droid X BY MOTOROLA added.Rev 6: Droid 2 BY MOTOROLA added.
2
LUCASFILM LTD.
TRADEMARK DISCLOSURE
•
“DROID”
is a trademark of Lucasfilm Ltd. •
Verizon Wireless uses the name “DROID”
under license.•
We must a trademark disclosure to identify the fact that the name is used
under license.
•
We will not use a TM next to the name except in the disclosure notices as
indicated below.
•
Use the following disclosure for TV, Print, Packaging, Direct Marketing,
Collateral, Online Web pages, Online Landing pages–
“DROID is a trademark of Lucasfilm Ltd. and its related companies. Used
under license.
" •
For TV, Outdoor advertising and Online banners you may use an
abbreviated disclosure:–
“DROID TM Lucasfilm Ltd. Used under license.–
Where space is very
limited, such as in pop up and some banner ads, you may
use “DROID ™ LFL”
•
See examples of trademark disclosure in subsequent slides.•
Exception: Radio. We do not use the trademark disclosure for Radio
3
DROID 2 BY MOTOROLA
•
Headlines: all caps for headlines and device call outs: –
“DROID 2 BY MOTOROLA
”.
•
Body copy/text: In body copy of an article or in text it is initial caps:
–
“Droid 2 by Motorola”
•
No trademarks to be used. No TM, SM or ® marks.
•
A Lucasfilm trademark disclosure is mandatory (See slide 2) and must be used on all elements except radio
scripts. It is unchanged from other DROID devices.
Added
8/2/10
4
DROID 2 BY MOTOROLA
Graphic treatment
•
Graphic treatment will be made available on Checkpoint
•
There is no horizontal lock up.
•
Use of the lock up is not
mandatory.
•
This is the new and final lock up for the device name.
Added
8/2/10
5
DROID 2 BY MOTOROLA
WHAT NOT TO DO
Added
8/2/10
• The Motorola brand name must not precede the name "Droid 2".
• It is not " MOTOROLA DROID 2“• It is “DROID 2 BY MOTOROLA” or “Droid 2 by Motorola”
6
DROID X BY MOTOROLA
•
Headlines: all caps for headlines and device call outs: –
“DROID X BY MOTOROLA
”.
•
Body copy/text: In body copy of an article or in text it is initial caps:
–
“Droid X by Motorola”
•
No trademarks to be used. No TM, SM or ® marks.
•
A Lucasfilm trademark disclosure is mandatory (See slide 2) and must be used on all elements except radio
scripts. It is unchanged from other DROID devices.
Added
6/1/10
7
•
Graphic treatment will be made available on Checkpoint
•
There is no horizontal lock up.
•
Use of the lock up is not
mandatory.
•
This is the new and final lock up for the device name.
DROID X BY MOTOROLA
Graphic treatment
Added
6/1/10
8
•
The Motorola brand name must not
precede the name
"Droid X".
•
It is not
" MOTOROLA
DROID X“
•
It is “DROID X BY MOTOROLA”
or “Droid X by Motorola”
DROID X BY MOTOROLA
WHAT NOT TO DO
Added
6/1/10
9
DROID INCREDIBLE BY HTC
•
Headlines: The name of the HTC device is all caps for headlines
and device
call outs: –
“DROID INCREDIBLE BY HTC
”.
•
Body copy/text: In body copy of an article or in text it is initial caps: –
“Droid Incredible by HTC”
•
No trademarks to be used. No TM, SM or ® marks.
•
A Lucasfilm trademark disclosure is mandatory and must be used on all
elements except radio scripts. It is unchanged from other DROID devices.
•
We also need to include the following HTC trademark disclosure in legal
copy (Please note that this does NOT
include the name DROID. It pertains
only to Incredible):–
“Incredible by HTC is a trademark of HTC Corporation.“
10
DROID INCREDIBLE by HTC
Graphic treatment
• Graphic treatment will be made available on Checkpoint • There is no horizontal lock up. • Use of the lock up is not mandatory.• This is the new and final lock up for the device name.
11
DROID INCREDIBLE BY HTC
WHAT NOT TO DO
•
The HTC brand name must not
precede the name "Droid
Incredible".
•
It is not
" HTC
DROID INCREDIBLE“
•
It is not
"HTC
Droid Incredible"
•
It is not
just “INCREDIBLE”
/ "Incredible".
•
Always “DROID INCREDIBLE”
or “Droid Incredible”.
12
GRAPHIC TREATMENT
•
The DROID graphic treatment has been custom created by the
advertising agency team.
•
Always use the artwork provided. Do not attempt to recreate the
treatment.
•
Device manufacturers and Indirect retailers may choose to use
the DROID graphic treatment.
•
In advertising materials it is used in context of the overall
campaign against the gray textured background options provided
in advertising artworks.
Example use on packaging
13
GRAPHIC TREATMENT FOR
DROID DOES
•
One element in the overall campaign is the concept of what
DROID does.
•
It is reinforces the capabilities of DROID devices.
•
This is communicated by the phrase “DROID DOES”
Example from print advertisingCreative will evolve over time and
examples of advertising are illustrative
14
•
The disclosure will appear on each page that the DROID name appearsCreative will evolve over time and
examples of advertising are illustrative
TRADEMARK DISCLOSURE
COLLATERAL
15
•
The disclosure appears on the side panel.
–
“DROID is a trademark of Lucasfilm Ltd. and its related companies.
Used under license.
"
–
In the disclosure DROID is all caps
Front Panel Side Panel Creative will evolve over time and
examples of advertising are illustrative
TRADEMARK DISCLOSURE
PACKAGING
16
Creative will evolve over time and
examples of advertising are illustrative
TRADEMARK DISCLOSURE PRINT ADVERTISING
• The trademark disclosure may be located vertically on the right side of print ads.
17
TRADEMARK DISCLOSURE
ONLINE WEB PAGES
•
Use the full trademark disclosure on all web landing pages on
VerizonWireless.com where the pages will be dedicated to
promoting DROID.
•
Use disclosure with the device online descriptions–
Link for an example of a device online description below. We will add the
disclosure to each DROID device page:
–
http://www.verizonwireless.com/b2c/store/controller?item=phoneFirst&a
ction=viewPhoneDetail&selectedPhoneId=2546
Creative will evolve over time and
examples of advertising are illustrative
18
TRADEMARK DISCLOSURE
VERIZON WIRELESS HOMPAGE
Creative will evolve over time and examples of advertising are illustrative
•
Use the full disclosure notice in DROID online ads on the
Verizon Wireless homepage.
•
Where space is limited use the abbreviated version.–
“DROID TM Lucasfilm Ltd. Used under license.”
–
In very limited space situations, the following alternate
abbreviated notice is acceptable: “DROID TM LFL”
•
These adds change every 5 to 6 seconds–
http://www.verizonwireless.com/b2c/index.html
19
TRADEMARK DISCLOSURE ONLINE BANNERS
•
An abbreviated trademark
disclosure notice can be used in
online banners where space is
limited.
•
Example # 1: –
Verizonwireless.com search banner
–
Location and relative size to page is
shown on right
Creative will evolve over time and
examples of advertising are illustrative
20
TRADEMARK DISCLOSURE ONLINE BANNERS
•
Example # 2: –
Online banner ad examples on
other web sites.
–
Location and relative size shown
on right.
–
Proposed Banner shown below
showing sequence of animation.
There may also be larger banners such as
this where there may be space to use the
disclosure
Creative will evolve over time and
examples of advertising are illustrative
21
WHEN TO USE
ALL CAPS FOR DROID
•
Use all caps in headlines
•
Use Initial caps in the body
copy text of an ad.
•
Use all caps to
describe the device
for first time:
Creative will evolve over time and
examples of advertising are illustrative
22
DROID BY MOTOROLA
•
The name of the Motorola device is:
–
“Droid by Motorola”
•
The guidelines on previous pages apply.
•
A Lucasfilm trademark disclosure notice is mandatory and must be
used in
all elements except radio script
•
When the name is used without logos in creative e.g. in text/under device
images in magalog etc the name is:
–
"Droid by Motorola"
•
It is not
"Motorola DROID“
•
Horizontal and stacked lock ups for “DROID by Motorola”
below
23
Branding Use WITH GOOGLE
•
Whenever we are using the “Verizon I
Google”
logo lock‐up, we will only use
the “Verizon”
logo, and not the
“Verizon Wireless”
logo.
•
We will use the “Verizon Wireless”
logo whenever we are not
using the
“Verizon I Google”
logo lock‐up.
Creative will evolve over time and
examples of advertising are illustrative