SECTION 24.1 THE MOTOROLA BRAND IDENTITY:
4
MOTOROLA CORPORATE SIGNATURE
Related Links A NEW LOOK
Table of Contents The Motorola corporate signature is among the most
recognized brand symbols in the world. Since its intro-
2.6 Legal
duction in the 1950s, the design of the signature has
3.4 Alignment evolved as our company and markets have changed.
Grid
We are introducing another evolutionary change at this
3.6 The Primary time. The change involves a slight modification to the
Square
emsignia (batwing) logo and the addition of the brand
promise phrase, Intelligence Everywhere™.
These changes to the Motorola corporate signature
were driven by our strategy to unify marketing efforts,
and to have all business units go to market as One
Motorola. Central to this strategy was the introduction
of the Intelligence Everywhere™ brand promise. The
objective of the brand promise is to provide the unifying
“umbrella” for our rather diverse set of products and
services. It enables all Motorola businesses to
communicate a consistent Motorola brand message.
Intelligence Everywhere™ is a shorthand way of
expressing the human benefits of our technology –
the technology that makes things smarter and life
better for people.
Motorola corporate signature
The “ring”emsignia is no longer in use. It has been replaced by the solid disc emsignia.
Motorola Design Guidelines Version 1.1 November 2001
2.
In March 2001, Motorola launched an advertising
campaign to introduce the Intelligence Everywhere™
brand promise and a new Intelligence Everywhere™ logo.
It was our hope and intention that this new Intelligence
Everywhere™ logo would carry our message around the
world and replace the traditional Motorola identity as
the “signoff” to our advertising and other marketing
applications. Since the launch we have learned that
the logo was not accomplishing that objective.
Consequently, we revised the approach to ensure we
clearly communicate the association of brand Motorola
and our brand promise, Intelligence Everywhere™.
The result is this new look to the Motorola corporate
signature.
We will continue to use the Intelligence Everywhere™
logo at Motorola-branded venues such as trade shows
and events, and on internal applications.
The following pages contain all the details for proper
application of these logos. Please review these
guidelines and make sure all members of your team
understand and apply them to all applicable situations.
SECTION 2 THE MOTOROLA BRAND IDENTITY: 2.4.2
MOTOROLA CORPORATE SIGNATURE –
ACCEPTABLE CONFIGURATIONS

Related Links The Motorola corporate signature consists of the Emsignia Logotype
Motorola
Table of Contents custom designed logotype and emsignia, which is corporate
signature
2.6 Legal a stylized “M” contained in a solid disc. “Emsignia”
is a word coined at Motorola for our unique symbol, Corporate Signature
3.4 Alignment
sometimes call the “batwing,” “M symbol” or “circle
Grid
M.” The Motorola corporate signature will be used
3.6 The Primary in all situations. It will also be the identifier on our Horizontal configuration – preferred
Square
products.

There are two permitted configurations of the

Motorola corporate signature: horizontal and vertical.
The horizontal version is preferred in all applications.
Vertical configuration – should be used only
If the vertical version is the only option, the emsignia when there are spatial constraints
is centered above the logotype. This version may be
used in applications where space is limited, such as a
tall and narrow usage area. In all other cases, it may
be appropriate to emphasize the Motorola emsignia.
No other relationships of these two identity elements
are to be used. Consistent use of these configurations
will ensure the integrity and memorability of the
Motorola signature.

Please use only approved master reproduction art

and follow explicitly all standards and specifications
outlined in these guidelines.

Motorola Design Guidelines Version 1.1 November 2001

SECTION 2 THE MOTOROLA BRAND IDENTITY: 2.4.3
MOTOROLA CORPORATE SIGNATURE – SPECIFICATIONS
4.1.1

Related Links The illustrations to the Area of isolation

Table of Contents right explain the key
X X
X
2.6 Legal measurements that X
X
X

make up the Motorola

3.4 Alignment X
corporate signature.
Grid
Approved artwork is X X

3.6 The Primary available on the X X

Square
Corporate Identity
intranet site at Y
1/2Y
http://identity.mot.com. X X X X
X X X X

AREA OF ISOLATION
The Motorola corporate X
X
X X X X

signature must always be X X X X

surrounded on all four

sides by a clear space of
at least 2X, where X
equals the height of the
letters in Motorola. This
is the minimum distance
to place any other graphic
element or type to ensure
readability.

MINIMUM SCALABILITY Minimum size (horizontal) Minimum size (vertical)

The smallest allowable
size for the Motorola
corporate signature is
shown to the right. 1.27" (3.23 CM)

1" (2.54 CM)

Motorola Design Guidelines Version 1.1 November 2001

SECTION 2 THE MOTOROLA BRAND IDENTITY: 2.4.4
MOTOROLA SIGNATURE WITH THE INTELLIGENCE EVERYWHERE™
BRAND PROMISE

Related Links The Motorola signature with the Intelligence Emsignia Logotype
Motorola
Table of Contents Everywhere™ brand promise consists of three signature with
brand promise
2.6 Legal components: a solid disc emsignia, the Motorola
logotype, and the words Intelligence Everywhere™.
3.4 Alignment Brand promise
Grid Size and spatial relationships referenced on the following
3.6 The Primary pages must be followed. The Intelligence Everywhere™
Square brand promise will be presented around the world in
an English-only version. The only exception to this rule Horizontal configuration – preferred
is that we will permit translation into French-Canadian
for use in Quebec and into Chinese, as translation is
a legal or commercial requirement in these countries.
Artwork for translations is located on the Corporate
Identity intranet site at http://identity.mot.com.
Vertical configuration – should be used only
when there are spatial constraints
The Motorola emsignia, logotype and brand promise,
and their relationships to each other, were carefully
developed to express our name and brand image. They
must not be re-created, redrawn or reconfigured under
any circumstances. Please use only approved master
reproduction art and follow explicitly all standards
and specifications outlined in these guidelines.

ACCEPTABLE CONFIGURATIONS
There are two permitted configurations of the Motorola
signature with the Intelligence Everywhere™ brand
promise: horizontal and vertical. The horizontal
version is preferred in all applications.

If the vertical version is the only option, the emsignia

is centered above the logotype with the brand promise
centered below the logotype. This version may be used
in applications where space is limited, such as a tall
and narrow usage area. No other relationships of these
three identity elements are to be used. Consistent use
of these configurations will assure the integrity and
memorability of the Motorola signature and brand promise.

Motorola Design Guidelines Version 1.1 November 2001

SECTION 2 THE MOTOROLA BRAND IDENTITY: 2.4.5
MOTOROLA SIGNATURE WITH THE INTELLIGENCE EVERYWHERE™
4.1.1 BRAND PROMISE – SPECIFICATIONS

Related Links The illustrations to the Area of isolation

Table of Contents right explain the key
X
2.6 Legal measurements that make X X

up the Motorola signature X

X
X

3.4 Alignment
with the Intelligence
Grid X

Everywhere™ brand 4/5X

1 1/3X

3.6 The Primary promise. Approved X X

Square X X
artwork is available on
the Corporate Identity Y
1/2Y

intranet site at X X X X
X X X X

http://identity.mot.com.

AREA OF ISOLATION
1 1/3X 4/5X
The Motorola signature X X
X X
X X
X X

with the Intelligence

Everywhere™ brand
promise must always
be surrounded on all four
sides by a clear space
of at least 2X, where X
equals the height of the
letters in Motorola. This
is the minimum distance
to place any other graphic
element or type to ensure
readability.

MINIMUM SCALABILITY Minimum size (horizontal) Minimum size (vertical)

The smallest allowable
size for the Motorola
signature with the
Intelligence Everywhere™ 1.5" (3.8 CM)
brand promise is shown
to the right.
1" (2.54 CM)

Motorola Design Guidelines Version 1.1 November 2001

SECTION 2 THE MOTOROLA BRAND IDENTITY: 2.4.8
THE MOTOROLA SIGNATURES –
COLOR OVERVIEW AND SPECIFICATIONS

Related Links The Motorola corporate signature, the Motorola
Table of Contents signature with the Intelligence Everywhere™ brand
2.6 Legal promise and the Intelligence Everywhere™ logo, when
used in design applications, must only be reproduced in
3.4 Alignment
black or reversed out of a background color to white.
Grid
3.6 The Primary The logos may be placed over any background color or
Square image. However, both the logo and background color
must be selected accordingly to maximize readability.
On a light background, the logo is positive, with the
“batwing” of the emsignia transparent to show the color
of the background over which it is placed.
On a dark background, the logo is negative (white)
with the “batwing” transparent to show the color of
the background over which it is placed.

Motorola corporate signature

Motorola signature with the Intelligence Everywhere™ brand promise

Intelligence Everywhere™ logo

Motorola Design Guidelines Version 1.1 November 2001

SECTION 2 THE MOTOROLA BRAND IDENTITY: 2.4.9
BACKGROUNDS – TEXTURES, COLORS, PHOTOGRAPHY –
DO’S AND DON’TS

Related Links In situations where the Motorola corporate signature,

Table of Contents Motorola signature with the Intelligence Everywhere™
2.6 Legal brand promise or the Intelligence Everywhere™ logo
must be placed on a textured background or photographic
3.4 Alignment
image, there must be sufficient contrast between the
Grid
logo and the background to ensure readability and impact.
3.6 The Primary
Square The background must not be visually “busy” in the
area behind the logo.

Logo color has good contrast with background. Logo color provides insufficient contrast or is visually busy.

Motorola Design Guidelines Version 1.1 November 2001

SECTION 21.1 THE MOTOROLA BRAND IDENTITY: 2.6
LEGAL – INTELLIGENCE EVERYWHERE™
TRADEMARK USE REQUIREMENTS

Related Links Consistent with Motorola corporate trademark policy,
Table of Contents the following guidelines must be adhered to when
2.4 Motorola using the Intelligence Everywhere™ trademark.
Corporate
Signature All uses of Intelligence Everywhere must be followed
™
by the trademark symbol “TM” in a font size which can
be easily read.
Except for stand-alone uses of Intelligence Everywhere™
described in the Basic Corporate Identity Standards,
Intelligence Everywhere™ shall always be used as an
adjective modifying a noun (e.g., Intelligence Everywhere™
products; Intelligence Everywhere™. The technology that
makes our products smarter).
Intelligence Everywhere™ shall never be equated with
a concept, idea or abstract noun (e.g., Intelligence
Everywhere™. It’s an idea whose time has come;
Intelligence Everywhere™. The driving force behind
Motorola).
Intelligence Everywhere™ shall never be used as a noun
or verb (e.g., Motorola puts Intelligence Everywhere™;
Soon, Intelligence will be Everywhere; Intelligence
Everywhere™ helps create a connected universe).
Intelligence Everywhere™ must never be used as a key
word graphic (Section 3.12).
All uses of Intelligence Everywhere™ in text must be in
a distinctive type-style (e.g., Intelligence Everywhere™;
Intelligence Everywhere™) and include prominent
placement of the Motorola signature with the
Intelligence Everywhere™ brand promise in the same
document.
All uses of Intelligence Everywhere™ must be consistent
with the style guidelines published by the Corporate
Identity Office, a department of the Chief Marketing
Office, and utilize approved artwork available on the
Corporate Identity intranet site at http://identity.mot.com.
These guidelines are not intended to restrict creativity
or flexibility, but rather to help ensure usage that is
consistent with company policy and good trademark and
branding practices. Exceptions to the above guidelines
or deviations from Legal Department advice must be
reviewed and approved by the Corporate Identity Office.

Intelligence Everywhere™ must never be used alone;

it is always used in text or with the Motorola corporate
signature.

Motorola Design Guidelines Version 1.1 November 2001