Motorola toolkit Typography 37 02.06.2017 hellomoto Combination words Drawing on our history, 'hellomoto' has an important role to play in building our brand recognition. 'hellomoto' can be used in headlines or in body copy, but must never be locked up with the Emsignia. It is a branding device, not a standalone brand. To maintain our trademark of 'hellomoto', it should always be written as one word. The only exception is where format space is limited, in which case it can be written over two lines. Color can also be used to create visual separation. ' hellomoto' in headlines 'hellomoto' should always be written in Gotham Bold, tightly spaced at -80pts. ' hellomoto' in copy 'hellomoto' should always be written lowercase in Gotham Book ‘hellomoto’ can also be split when an illustration or a product/talent photography is used in between the words, this can give the impression that it is still one word, and this is the only exception permitted . When 'hellomoto' is used as a headline, the Motorola logo should also be present. 'hellomoto' is not a substitutte for the Motorola logo. Building on the brand recognition of 'hellomoto', the following combinations can also be used. Adding to 'hello' 'hello' can be used in combination with other words to build emotion or focus on specific messages. 'hello' should be written in a different color for differentiation. Adding to 'moto' 'moto' can be used in combination with other words to build emotion or focus on specific messages. 'moto' should be written in a different color for differentiation. The words should express the brand personality of Motorola, or a particular feature of the product. hellomoto hellomoto hello moto uniquemoto stylishmoto hello chicago hello graduation