Brand communication guidelines 2 March 2012

Transcription

1 Brand communication guidelines 2 March 2012

2 Contents 1 Welcome to joyn 1.1 Why joyn has been created 2 joyn brand promise 2.1 What s behind the name joyn 3 joyn brand communications framework 3.1 joyn brand communication framework continued 4 joyn brand expression principles 4.1 How should joyn be expressed in communications? 4.2 Endorser examples 4.3 Ingredient examples 5 FAQs 5.1 About the joyn Service Mark 5.2 Qualifying products and services 5.3 Obtaining the brand assets 5.4 About the Licence Agreement Brand communication guidelines Page 2

3 1 Welcome to joyn

4 1.1 Why joyn has been created The aim is to make communicating using the RCS-e service specification the new gold standard for how we all communicate with each other. By certifying all brand and marketing activities with a consistent and universally deployed brand (promise, core messages and identity), we can build customer confidence and thereby help drive and support consumer uptake, adoption and usage. On behalf of mobile network operators, leading handset manufacturers, the GSMA has led the process to specifically create a universal brand that is operator and device neutral to support the rapid commercialisation of RCS-e service specification offers. joyn has been specifically created to be suitable for purpose of promoting and marketing RCS-e service specification offers on an international basis by mobile operators, handset manufacturers and other 3rd parties as appropriate. This means that wherever a customer sees the joyn service mark present as part of an operator-led or device manufacturerled offer through their communications, packaging and devices, they are confident that they can benefit from inter-operator services regardless of their network or device type. joyn is how we describe this technology to customers, and our service mark is what is used to identify its presence across all key touch points from communications to devices, their packaging and their user experience interfaces. Brand communication guidelines Page 4

5 2 joyn brand promise

6 2 joyn brand promise continued This is the essence of what joyn stands for and what the principal benefi ts are. None of this copy has to be used prescriptively, but the integrity of the sentiment is what needs to be maintained in line with your own brands communication and tone of voice guidelines. Simpler joyn is the new, enhanced approach to everyday mobile communications. The great thing about joyn is that it has been designed to work seamlessly across most major network brands and handset brands all over the world. The joyn promise is built around 3 core benefi ts simple, rich, close. Richer Closer The best thing about joyn is that it is about as simple as it gets to enjoying a new and more satisfying mobile experience. In short, it s just there, it just works. joyn makes all of our conversations and connections to the people and things that matter most to us a richer, more enjoyable experience. Joyn sets a new standard for everyday mobile communications. joyn 3 core benefi ts joyn fulfills our desire for closer connections, conversations and relationships. Using joyn is the next best thing to actually being there in person. Brand communication guidelines Page 6

7 2.1 What s behind the name joyn? Captures the spirit of the brand promise and works at a practical level short, easy, memorable. Born of joy to derive pleasure from using or doing something. Things that are simple to use are a joy and are rewarding to use. Play on word join to be close to or part of something (community), to bring together (share), to link things up for a richer result. Brand communication guidelines Page 7

8 3 joyn brand communications framework

9 3. joyn brand communications framework The communications framework has been created to try to ensure that whenever you need to create a communication about joyn, there is an integrity and consistency to the essence of the brand promise and the principle features and benefits that are being communicated to the consumer. Whilst it is expected that the tone of voice and language used will be appropriate to the MNO or OEM brand driving the piece, the sentiments being expressed should align with the core promise, features and key benefits of the communications framework. Brand communication guidelines Page 9

10 3.1 joyn brand communications framework joyn is the new, enhanced approach to everyday mobile communications. The great thing about joyn is that it has been designed to work seamlessly across most major network brands and handset brands all over the world. The joyn promise is built around 3 core benefits simpler, richer, closer. Promise Key features Key benefit message The best thing about joyn is, it s about as simple as it gets to enjoying a new and more satisfying mobile experience. In short, it s just there, and it just works. joyn is always there and always on so there is no need to turn on or off, to subscribe or activate. joyn provides seamless functionality across multiple networks and devices. joyn constantly detects in real time which services can be successfully used with each contact. joyn is no hassle, no catches, no subscriptions or need for profiles. It s just there, it just works. joyn makes all of our conversations and connections to the people and things that matter most to us a richer, more enjoyable experience. Joyn sets a new standard for everyday mobile communications. joyn enhances the experience of mobile communications by adding video sharing to voice calls. joyn enriches chat or file sharing by adding multimedia. joyn makes communicating more fun, more interactive, simply more enjoyable. Joyn sets a new, richer standard for everyday mobile communications. joyn fulfils our desire for closer connections, conversations and relationships. Using joyn is the next best thing to being there in person. RCS-e increases the involvement in a user s conversation in real time. Turn an ordinary voice call into live video share so you can see what I m seeing. Users can simply and seamlessly switch between the services they want to use. The joyn community is automatically displayed in the user s address book. joyn is the next best thing to actually being there in person. Brand communication guidelines Page 10

11 4 joyn brand expression principles

12 4.1 How should joyn be expressed in communications? The prominence and expression of joyn branding will vary depending on how it is being used. Your own brand s guidelines will set the parameters for where and how joyn should be applied within your own brand systems. Broadly speaking, it is envisaged that there will be 3 levels of branded expression for joyn Hero, Endorser or Ingredient. * NOTE: Usage of joyn within a device UE is covered by a separate set of joyn digital application guidelines available from the GSMA. Means Requirements Hero joyn is the lead proposition for the piece of communication. The joyn logo and key benefi t is the central aspect of the piece of communication. Integrity of joyn service mark respected. Essence of promise and key features and benefi ts are respected as part of proposition communication. Endorser a) b) Powered by c) Brought to you by joyn is used in an endorsing role to support an MNO/OEM brand led proposition and message. joyn is present and sharing a multibrand environment such as on packaging. No other visual device, logo or service mark to be used by lead brand to represent joyn capable services. Integrity of joyn service mark as endorser to be respected. Use of a supporting line is optional but limited to the 2 options: b) and c) as shown opposite. Ingredient* The joyn logo icon is applied somewhere on the shell or external interface of a joyn capable device. Integrity of joyn service mark is respected. Brand communication guidelines Page 12

13 4.2 Endorser examples Endorser examples For endorser examples, joyn is used in an endorsing role to support an MNO/OEM brand led proposition and message. joyn is present and sharing a multibrand environment such as on packaging. Hero examples For hero examples, joyn is the lead proposition for the piece of communication. The joyn logo and key benefi t is the central aspect of the piece of communication. Designs illustrated are for example only and do not imply any commercial intentions. Brand communication guidelines Page 13

14 4.3 Ingredient examples Ingredient examples The joyn logo icon is applied somewhere on the shell or external interface of a joyn capable device. Brand communication guidelines Page 14

15 5 FAQs

16 5.1 About the joyn Service Mark and branding Q1 Who owns the Service Mark? The joyn Service Mark (SM) is owned by the GSM Association ( Licensor ), a partnership incorporated in Switzerland whose registered office is at 5 New Street Square, 7th Floor, London, EC4A 3BF. The GSMA facilitated the process on behalf of the mobile industry and the joyn brand was created with the assistance of a number of operators as part of the GSMA Rich Communications Ecosystem project that is helping with the rapid commercialisation of RCS-e. It should be noted that whilst the GSMA owns the SM on behalf of the industry, it will not defend or enforce the registrations in any jurisdiction, however a Licensee may, at its option and cost, elect to do so. Q2 What is the purpose of the Service Mark? Mobile network operators agreed that creating awareness and driving uptake and adoption of RCS-e services will be greatly enhanced if there is a universal, standard approach to visually expressing the availability of RCS-e compliant services in devices and talking about them to consumers. The top level Service Mark, or umbrella logo, consists of the name joyn in a double speech bubble. Additionally, a number of RCS-e service icons (expressing the four core services of Talk, Chat, Share and Video Share) have also been created. The SM and Service Icons have all been designed to be capable of representation of RCS-e compliant services on an international basis across communication touch-points for the purpose of promoting and marketing and in the user experience of any device. Q3 Is the SM registered & where? We have filed for registration in the EU (as a Community Trade Mark) and in a number of specific countries, filing wherever possible as a Certification Trade Mark. Where Licensees wish for additional registrations to be filed, the GSMA will be willing to undertake the work, providing the Licensee pays the costs, typically between Pounds Sterling, depending on the market. Brand communication guidelines Page 16

17 5.1 About the joyn Service Mark and branding (continued) Q4 Where might you expect to see the SM in use? Licensees will determine how and where the SM is deployed. Two reference documents are available to give guidance to the correct way of using the umbrella logo and the Service Icons. This document joyn brand communications guidelines includes, but will not be limited to, examples covering the use on outer device packaging, service and device advertising as well as certain uses on devices or as part of the UI. An additional document RCS digiguide contains detailed notes on the use of the umbrella logo and Service Iconography in the user interfaces of devices. Q5 Can I modify the Service Mark? The joyn Service Mark must never be adapted or amended in any way and you should not attempt to modify or change any of the digital files. When using the joyn Service Mark or any of the service iconography: do not change the colour palette; do not change the orientation of the double speech bubble or service glyphs (they should always be horizontal); and, do not develop any new service iconography or design variations. Brand communication guidelines Page 17

18 5.2 Qualifying products and services Q1 How do I know what devices or platforms qualify for the use of the joyn SM? To use the SM or Service Iconography publicly, you must become a Licensee. This means accepting the terms and conditions as set forth in the GSMA joyn Brand License Agreement (the License Agreement ). Under the terms of the Licence, you will be given access to and permitted to use the joyn SM and iconography as appropriate in the development of the UI of your device or platform (e.g. showing a splash screen in a handheld device or showing service capabilities in address book entries etc.). However, only devices or platforms that meet the minimum accreditation requirements laid out in Annex C of the Licence Agreement are permitted to use the joyn SM and iconography when on public release. If your device or platform does not meet the minimum accreditation requirements laid out in Annex C of the Licence Agreement, you will not be permitted to use the joyn SM or any joyn iconography should you choose to proceed to a public launch. Q2 Why are GSMA specifying the Requirements for the joyn brand? GSMA are undertaking this to serve an urgent market need to enable accredited RCS-e compliant services to be brought to market across the whole industry. This consistent approach will mean a high level of assurance of service delivery for users delivering the It s just there, it just works philosophy inherent as part of the joyn proposition to customers. GSMA shall also collect market feedback about the relevance of the parameters chosen for all characteristics and to correct the values as needed. Q3 Will changes to the qualifying criteria be applied retrospectively? In the case of updates to the RCS-e specification, it is not expected that licensees apply retrospective compliance to joyn Brand requirements in Annex C. Any devices currently in market would only be expected to meet the requirements as published and in force at the time of product release. Brand communication guidelines Page 18

19 5.3 Obtaining the brand assets Q1 Who will be the contact? Licence requests, the submission of information and all relevant contact afterwards will be managed from a GSMA website. Detailed technical and marketing queries submitted through that site would be handled by appropriate GSMA staff. GSMA members and non-members will be able to access the License Agreement and relevant documents via that website. There is no restriction to non GSMA members using the SM. Q2 Is there a cost associated with becoming a Licensee? The SM is free of charge, e.g., no licence fees are payable to the GSMA. The only cost you might incur is if you ask for the GSMA to file further registrations in specific countries/markets. See Q3. Brand communication guidelines Page 19

20 5.4 About the License Agreement Q1 What does the License Agreement cover? The License Agreement comprises a general Terms & Conditions document which offers the SM on an AS IS basis, and incorporates the following Annexes: Annex A: joyn brand communications guidelines Annex B: RCS digiguide Annex C: joyn Minimum Accreditation Requirements Please note that the GSMA will not defend or enforce the registrations in any jurisdiction; however a Licensee may, at its option and cost, elect to do so. Q2 How many different types of License Agreements are there? There is only one License Agreement. It has been created so that any company can become a Licensee. However, it is envisaged that licences would only be granted to companies whose sphere of activity are relevant, such as mobile network operators, handset and device OEMs and application developers. Any company not fitting into those categories may apply, but they may be asked to supply additional information to determine the relevance of their application. Q3 Are Licensees required to declare each device / service they attribute the SM to? Are there forms to complete and send to the GSMA? Each device or platform needs to have met the minimum accreditation requirements as laid out in annex C in order to publicly use the joyn SM and iconography. Submitting the IOT results, traces and other required information has stated in Annex C, along with the details of the relevant device/platform is all that will be required. Q4 How can companies challenge where a device / platform have been confirmed compliant? In the first instance the GSMA would propose that interested parties work through any such dispute themselves. Where the parties are not able to work through themselves the GSMA Chief Technology Officer will oversee any dispute with the GSMA EMC acting as final arbitrator if required. Where any (re)testing is required to disprove or establish compliance for a device or network s eligibility to qualify for the SM, the costs for such testing shall be borne by each individual company commissioning the testing. Brand communication guidelines Page 20

21 Further information concerning the use of the joyn brand assets is available in the GSMA Digital Guidelines document. Contact the RCE Project team for more information: Brand communication Communication guidelines Guidelines Page 21