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GOOD BRAND IDENTITY GUIDE

05

Good Technology Brand Identity Guide


VERSION 1

APRIL 2005

GOOD BRAND IDENTITY GUIDE

05

INTRODUCTION

Good Technology has a simple purpose. We make work easier, faster, more productive,
and more profitableboth for mobile professionals individually and their enterprises as a whole.
The wireless messaging and data access solutions we create are so intuitive, functional, and
powerful that they often speak for themselves. But even when they do, our products have an
invaluable asset speaking for them as well: The Good brand.
This guide details the visual elements that support the Good brand. It also explains how, when
used correctly and consistently, these elements speak for Good Technology in an articulate
and compelling way.
Please note: the design of Goods brand elements was not arbitrary. And their collective impact
is not subjective. The Good logo, typefaces, color palette, and usage requirements reflect and
reinforce the very essence of Good Technology.
By following this guide, you help define Good Technology for our customers, partners, and our
industry at large. Equally important, you help them recognize, differentiate, and remember us.
In some cases, this guide provides explicit rules on how to useand how not to usevarious
elements. But overall, it offers a framework for making and evaluating creative decisions.
If you have questions about how to use any brand elements, or need additional
information, contact Kelli Tejada, Director of Corporate Communications, at 408 327 6149 or
ktejada@good.com.

Design, good or bad,


is a vehicle of memory.
Good design adds value.
Paul Rand
Pa u l R a n d d e s ig n e d a g r o u p o f lo g o s f o r im p o r t an t A m e r ic an in s t it u t io n s .
Th e se a d h e r e d t o p r in c ip le s o f s im p lic it y, e as e o f r e c o g n it io n , an d ab s o lu t e
a p p r o p r i a t e n e ss t o t h e ir s u b je c t m at t e r . M an y o f t h e m , t h o u g h d e c ad e s o ld ,
a r e st i l l i n u s e . T h e s e in c lu d e lo g o s f o r We s t in g h o u s e , U P S , A BC, N e xt
C o mp u t e r , Yale U n iv e r s it y, Cu m m in s E n g in e , an d t h e u b iq u it o u s I BM .

GOOD BRAND IDENTITY GUIDE

05

THE GOOD LOGO

The Good logo is the cornerstone of the Good brand. Its solid, square shape symbolizes
uniformity and stability, evident in how Good products provide the foundation for a broad spectrum
of wireless applications, handhelds, and networks.
Likewise, the logos simplicity reflects the order, consolidation, and feeling of control Good
Technology gives to its users.
The Good logo includes a trademark symbol in the lower right corner of the square. Do not
manipulate or remove the symbol without prior approval from Good Corporate Communications.

The design of a logo...


is ultimately a reflection of
the integrity of the business
it symbolizes. Its effectiveness
is largely dependent on its
exposure, how often and
how well it is used.
Paul Rand

GOOD BRAND IDENTITY GUIDE

LOGO USAGE

05

PR EF ER R ED

ON E C OL O R OP T I O N

PR EF ER R ED
R EVER S ED

OPTIONAL
R EVER S ED

C L EA R S PA C E A R EA F O R THE
GOO D L OGO

Space equal to the size of the


Good logo should remain free of
any type on all four sides.

Do not:
Use the logo in any color other than red, black, or white.
Use any artistic filters on the logo, such as embossing.
Stretch, rotate, or distort the logo.

GOOD BRAND IDENTITY GUIDE

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GOOD TO GO SIGNATURE CONFIGURATION

In some cases, depending on the message that accompanies its usage, the Good logo may
be treated with the logotype to go. This secondary element, when applied correctly as shown,
creates what is called the Good to Go signature configuration.
The Good to Go signature configuration encapsulates Good Technologys promise of enabling
mobile access to enterprise information. Expressed with the Good logo, this colloquially familiar
phrase takes on a new meaning that becomes more memorable and impactful to the benefit
of the brand.
Use of the Good to Go signature configuration requires prior approval. Please contact Kelli
Tejada, Director of Corporate Communications, at 408 327 6149 or ktejada@good.com.

PR EF ER R ED
VER TIC A L

P R EF ER R ED
H O R IZO NTA L

P R EF ER R ED R EVER S ED
H O R IZO NTA L

ONE COLOR
VER TIC A L

PREFERRED
REVERSED
VERTICAL

O N E CO L O R
HORIZONTAL

O P T I O N A L O N E CO L O R
HORIZONTAL

OPTIONAL
REVERSED
V E R T I CA L

GOOD BRAND IDENTITY GUIDE

COLOR PALETTE

05

First, a word about white. The Good brand uses white space liberally to convey an open,
modern, uncluttered feeling. (White space also metaphorically alludes to the freedom of
industry standards that strengthen Good Technology solutions.) That said, the formal Good
color palette consists of two corporate colors, red and white; two main colors, black and olive;
and two accent colors, orange and steel blue.
The corporate red communicates strength and confidence. It has two, mutually exclusive uses:
1) Visual impact. For example, on kit covers, trade show signage, vehicle wraps, and Good
merchandise, red may flood the object to seize attention.
2) Specific focus. On advertisements, collateral pages, or the interior of other materials where
the Good logo appears, red may be used sparingly in elements such as bullets, arrows, subheads, and call-outs. By far, the largest red element must always be the Good logo so that the
eye is drawn to it over any other red element.
The two main colors (olive and black) are drawn from nature to offset the sterility of high
technology. They make the brand feel warmer and more approachable.
Lastly, the accent colors add excitement and interest. Used sparingly, they often call out or
frame important information, but never occupy more than one-tenth of a page.
All colors except the corporate red may be screened in any percentage and/or layered over images.

CORPORATE
RE D
PM S 4 8 5 C
C0% M100% Y100%
RGB 255, 0, 0
HEX #FF0000

MAIN

K0%

ACCENT
OLIVE
PMS 5845 C
C 0 % M 1% Y 4 7 % K 3 0 %
RGB 173, 171, 105
H E X #ADAB69

O R A NG E
PMS 715 C
C0% M36% Y71% K30%
RGB 247, 150, 66
HEX #F79642

P R O C E SS B L A C K
C0% M0% Y0% K100%
RGB 0, 0, 0
HEX #000000

BLUE
PMS 646 C
C65% M30% Y0% K11%
RGB 94, 130, 171
HEX #5E82AB

Color should reinforce


the architecture, balance
the natural conditions.
John F. Saladino

GOOD BRAND IDENTITY GUIDE

05

TYPE FAMILY

The Good typeface is Akzidenz Grotesk, a clean, contemporary type family with many
weights and variations to provide the brand with a progressive, yet consistent feel.
Type may be discreetly set in all uppercase to create a hierarchy of information, as in subheads, section headings, and product descriptions. However there is one important exception:
trademarks, such as GoodLink and GoodAccess, should never be set in all uppercase. And,
where any word appears in all uppercase, so must the entire line. Type should never be set in
all lowercase.
For internal documents, such as PowerPoint presentations, Word documents, and e-mails, the
typeface Arial may be substituted for Akzidenz.
Other typefaces may be used as graphics only when creative concepts require them, only when
they are critical to the authenticity of a specific art direction, and, with few exceptions, only
when they take the form of headlines.

AKZIDENZ GROTESK

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890

GOOD BRAND IDENTITY GUIDE

05

GRAPHIC ELEMENTS

Several graphic elements add meaning and distinction to the Good brand. All are
subtle and should be used judiciously.

The arrows create a sense of deliberate motion and energy. They often focus attention on key points of communication.

The dots symbolize the exchange of wireless data, while adding a visual texture.

The key lines and grid pattern reflect structure and organization pertaining to both data and Good Technology, itself.

One isolates the essence and


makes it more visible.
Glenn OBrien

GOOD BRAND IDENTITY GUIDE

05

PHOTOGRAPHY STYLE AND CONTENT

Most Good photography should feature mobile professionals in motion. That is, in
airports, in cars, in warehouses, and occasionally, in a hurry. Absent from photos are desks,
cubicles, office environments, and the like.
Images featuring people should have an aspirational quality to them. Like a religion, the Good
brand should attract people to it with the visual implied promise of a better life.
And, because the modern-day road warrior skews younger and more casual than in the past,
the people in our photos should have very few creases in their faces or their clothes. Ages
should typically range from 3045. The attire, with some suit-and-tie exceptions, is business
casual.
Photos with people do not necessarily have to show them using a handheld. However, the
handhelds and screen shots that appear in photos must be current as they are the only visible
representation of Good products.
In the near future, a library of approved images will supply the demands of almost all Good
branding materials.

GOOD BRAND IDENTITY GUIDE

TEMP LATES AND EXAMPLES

05

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GOOD BRAND IDENTITY GUIDE

TEMP LATES AND EXAMPLES

       

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W I R E LE S S AC CE S S TO B US I N E S S AP P LICATION S

oodAccess

2 - PA GE C A R R IER

Raise productivity.
Improve customer satisfaction.
Boost business performance.

With GoodAccess, mission-critical applications from every


corner of your enterprise now fit in your pocket.

What makes GoodAccess so great?


For mobile professionals:

For IT administrators:

Besides an intuitive interface that optimizes enterprise

GoodAccess is simple to deploy and maintain with a low total

applications for the handheld, GoodAccess retains familiar

cost of ownership. Specific advantages IT departments will

workflows, navigation, and features, such as:

appreciate include:

BACKGROUND PROCESSING

ENTERPRISE-CLASS SECURITY

Take care of activities, such as responding to e-mail and

Like GoodLink, GoodAccess provides AES encryption, SSL,

downloading attachments, while information requests needing

and remote erasability to protect your enterprise from losses

communication are queued to the backend system.

and theft.

Heres a powerful idea: the next time you visit a customer, meet with a client, or take a business trip, take your
enterprise applications with you. In fact, carry them all in the palm of your hand. GoodAccess makes it easy.
By leveraging the same secure infrastructure as GoodLink (Goods award-winning wireless messaging
solution), GoodAccess gives you secure, interactive access to CRM, ERP, SFA, and SCM applications
such as Oracle, Siebel, salesforce.com, Remedy, and custom mission-critical systems and
intranetswhenever, wherever you need it. GoodAccess lets you choose

OFFLINE CAPABILITY

SECURE OTA (OVER-THE-AIR) PROVISIONING

Save, view, and send information whenever youre offline or

The time and resources needed to manage individual

outside of coverage.

handhelds is minimal because IT can set up, update, and


push applications to handhelds without ever touching them or

INTUITIVE USER INTERFACE

using desktop software.

Organize information according to individual preferences.


Customized categorization enables quick access to information.

INTEGRATED ADMINISTRATION AND TRANSPORT

BROADCASTING/PUSH-TO-HANDHELD TECHNOLOGY

numerous applications (e.g., messaging, CRM, ERP, SCM,

Receive and act on time-sensitive updates such as leads,

intranet, etc.), handhelds, and carriers can all work

sales reports, and customer service issues.

seamlessly with each other in a single custom, composite

Thanks to a single, industry standards-based platform,

the applications you need, the handhelds you want, and the networks you prefer.

application that suits the needs of your business.


CHOICE OF HANDHELDS
Take your pick of handhelds and platforms. GoodAccess

RAPID DESIGN OF COMPOSITE APPLICATIONS

works on palmOne Treo 600 and 650 smartphones, as well

Using the GoodAccess Certified Above All Studio from

as the latest Pocket PC handhelds, including the HP iPAQ

Above All Software, Inc., business analysts can rapidly create

and the Symbol MC50 with Wi-Fi.

and deploy new applications that combine information and


functionality from multiple systems.

Exchange

The power of enterprise


applications now on

your handheld.

The
GoodAccess
System

GoodLink
Server

Custom

Siebel

Oracle

GoodAccess
Server

Firewall

Good Security
Operations Center

WAN and
WI-FI Networks

Handhelds
with GoodAccess

2005 Good Technology, Inc. All rights reserved. Good, the Good logo, GoodLink, and GoodAccess are trademarks or registered trademarks of Good Technology, Inc., in the United
States and/or other countries. All other trademarks are property of their respective holders. Good Technology, Inc., and its products and services are not related to, sponsored by, or affiliated with Research In Motion Limited.
2005 Above All Software Inc All rights reserved Above All Software products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of Above All Software Inc Publication #GAC 0402 REV ?

2 - PA GER

Beauty of style and harmony


and grace and good rhythm
depend on simplicity.
Plato

GOOD BRAND IDENTITY GUIDE

TEMP LATES AND EXAMPLES

05

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E- M A IL S

E-MAIL

N E WS L E T T E R

For more information, please call 408 327 6000 or visit www.good.com.