Bluetooth

Official Websites

• https://www.bluetooth.com

Brand Guidelines

2022

Brand Summary

Mission

• To champion human innovation by enabling faster technological advancements and broader reach through universal connectivity, making everyday experiences more enjoyable, rewarding, safe, and social [^1].

Core Values

• innovation
• collaboration
• trust
• consistency
• cooperation
• responsibility

Target Audience

• Manufacturers, developers, and licensees of Bluetooth-enabled products and services, as well as end users seeking reliable wireless technology [^2].

Personality Traits

• innovative
• trusted
• influential
• precise
• consistent
• cooperative

Visual Identity Overview

• The visual identity centers on the Bluetooth and Auracast trademarks, including word marks, figure marks, combination marks, and functionality icons. Strict guidelines govern their use, color (notably Pantone PMS 285 blue), formatting, free space, and reproduction quality. The brand emphasizes clarity, consistency, and proper attribution in all visual applications [^3].

Categories

Brand Imagery

• The Bluetooth figure mark must always be displayed in the highest quality representation. There is no minimum or maximum size requirement for the figure mark as long as, when displayed in the best possible resolution, the mark is recognizable. Licensees must use the graphic files provided by the Bluetooth SIG when using or displaying the Bluetooth figure mark. Recreating, redrawing, or otherwise reformatting the figure mark is prohibited.
• The oval of the figure mark can be reproduced in black, white, or in blue. When in blue, the following specification shall be used: Pantone PMS 285 CMYK C: 100% M: 50% Y: 0% K: 0% RGB R: 0 G: 130 B: 252
• It is also permissible to engrave or emboss the figure mark on a product, assuming its color matches the product. With the full color figure mark, the Runic B may be color matched to the solid color background (e.g., if the background is red, the Runic B may be red) or it may be white. The background and the Runic B cannot be two different colors (see limited exception, page 13). If the figure mark is printed on clear, transparent packaging, the Runic B should be left transparent such that the background color, which must be a solid color, shows through the Runic B.
• INCORRECT Using the Bluetooth figure mark symbol on gradient, patterned background or an image
• INCORRECT Adding drop shadow, graphic emboss, or applying other graphic alterations to the Bluetooth figure mark including removing the oval or placing the Runic Bin other shapes
• Aside from the two limited exceptions discussed below, always make sure that the integrity of the Bluetooth figure mark is preserved by making use of at least a “free zone” within which no text, picture, illustration, or other element shall be present. The two exceptions to the free zone requirement are as follows: • The registered trademark symbol “®” is to be printed as a subscript of the figure mark, as illustrated on the right, and should be displayed in the same color as the oval of the figure mark. • The free zone may be reduced to a minimum of one-eighth (1/8) of the height of the figure mark when using the figure mark (standing alone) in electronic displays where size limitations prevent a larger free zone. For example, the free zone may be reduced when using the figure mark near the edge of an electronic display screen or adjacent to an electronic display divider line. It is not acceptable, however, to use a reduced free zone when the figure mark is displayed next to an informational element such as a company name, third party logo or other graphic element. This particular exception only pertains to electronic displays; all printed materials and product packaging must adhere to the standard “half the height of the figure mark” free zone requirement.
• The distance between the figure mark and the edges of the free zone is equal to half the height of the figure mark as shown above.
• When using the Bluetooth figure mark on an electronic display or screen, a licensee may display the Runic B component of the full figure mark in blue, black, white or another solid color that is consistent with the other icons on the electronic display. The oval design must, however, remain in blue, black or white. This is an exception to the standard figure mark guideline that the Runic B be displayed in white or color matched to the solid color background; see page 11
• If, for purposes of maintaining consistency on electronic display screens or because of the nature of the electronic display, the licensee would like to use a different color for the Runic B or oval design or display the figure mark on a patterned or non­solid color background, express approval from the Bluetooth SIG must be obtained prior to such use. Please contact brand.manager@bluetooth.com for any such requests or questions. Please note that such exceptions will only be considered for use of the figure mark on electronic displays; all printed materials, product packaging, labeling, user documentation and advertising materials must conform to the standard figure mark guidelines.
• CORRECT Using the Bluetooth figure mark with proper free space and permitted color options on an electronic display
• INCORRECT Not observing proper free space or permitted color options for the Bluetooth figure mark on an electronic display

Color Palette

• The oval of the figure mark can be reproduced in black, white, or in blue. When in blue, the following specification shall be used: Pantone PMS 285 CMYK C: 100% M: 50% Y: 0% K: 0% RGB R: 0 G: 130 B: 252
• With the full color figure mark, the Runic B may be color matched to the solid color background (e.g., if the background is red, the Runic B may be red) or it may be white. The background and the Runic B cannot be two different colors (see limited exception, page 13).
• If the figure mark is printed on clear, transparent packaging, the Runic B should be left transparent such that the background color, which must be a solid color, shows through the Runic B.
• When using the Bluetooth figure mark on an electronic display or screen, a licensee may display the Runic B component of the full figure mark in blue, black, white or another solid color that is consistent with the other icons on the electronic display. The oval design must, however, remain in blue, black or white.
• If, for purposes of maintaining consistency on electronic display screens or because of the nature of the electronic display, the licensee would like to use a different color for the Runic B or oval design or display the figure mark on a patterned or non­solid color background, express approval from the Bluetooth SIG must be obtained prior to such use.
• Please note that such exceptions will only be considered for use of the figure mark on electronic displays; all printed materials, product packaging, labeling, user documentation and advertising materials must conform to the standard figure mark guidelines.

Typography

• The Bluetooth SIG’s rights in the Bluetooth word mark encompass all upper and lower case, bold, italicized or plain text representations of the word “Bluetooth.”
• When using the Bluetooth word mark in plain text, the letter “B” must be capitalized (i.e., “Bluetooth”) in all instances. The word mark should also be made to stand out in the text by either underlining the word mark, or displaying the mark in all capitals, italics, and/or bold font on the first and most prominent use of the mark within a particular piece.
• Exception: The Bluetooth word mark may appear in all lowercase letters if specifically referring to or referencing the Bluetooth SIG websites (e.g., “www.bluetooth.com”, etc.).
• The Bluetooth word mark is a trademark, and as such its spelling cannot be changed. It is always to be used in either English, its Traditional Chinese translation “藍牙”, its Simplified Chinese translation “蓝牙”, its Japanese translation “ブルートゥース”, or its Korean translation “블루투스”; it must not be translated into other languages.
• The Bluetooth word mark should not be used as a noun. Upon first and most prominent use on any given web page, brochure, packaging, advertisement, or other marketing piece, the word mark must be followed by the phrase “wireless technology” or another secondary generic term to identify the appropriate product or service category and emphasize that the word mark is referring to a particular and authentic type of wireless technology.
• No possessives or plurals or hyphenations.
• No verbs.
• No puns.
• No abbreviations. As the Bluetooth word mark is a trademark, it must always be spelled correctly and in its entirety. The word mark must not be abbreviated, displayed as an acronym, or otherwise truncated, as such unauthorized modification of the mark may implicate a trademark owned by a third party (e.g., BT is a registered trademark of another company).
• The Bluetooth word mark must not be incorporated as part of a company, business or trade name. Only Bluetooth SIG, Inc. is permitted to use the word mark in such a manner.
• The Bluetooth word mark is not to be used in a domain name. The only exceptions to the rule are for the domain names owned by the Bluetooth SIG (e.g., www.bluetooth.com) or when the word mark is used after the backslash in a URL.

Logo Usage

• Use of the Bluetooth word mark, figure mark, and combination mark (collectively, the “Bluetooth Primary Trademarks”) is only permitted under license from Bluetooth SIG, Inc.
• Licensees may use the Bluetooth Primary Trademarks in association with approved products and services. When the trademarks are used in connection with a product incorporating Bluetooth® wireless technology, that product must have undergone and completed the Bluetooth Qualification Process, as outlined in the BTLA. Licensees may also use the Bluetooth Primary Trademarks to reference and promote their Bluetooth SIG membership.
• The Bluetooth Primary Trademarks may be applied on licensees’: advertisements, computer programs, exhibition stands, posters, packaging, point-of-sale materials, press materials, properly qualified and listed Bluetooth® enabled products, product & sales literature, radio / TV commercials, visual aids, websites.
• The Bluetooth Primary Trademarks may not be used in a manner that could impair the goodwill associated with the trademarks or otherwise damage the reputation of the Bluetooth SIG or its Members. The Bluetooth Primary Trademarks shall therefore not be used in connection with products and services that do not enable any Bluetooth® wireless functionality or in connection with unlawful, obscene, pornographic, excessively violent, hazardous, or otherwise poor-taste activities.
• The Bluetooth Primary Trademarks have been registered in enough jurisdictions to be accompanied by the registered trademark symbol “®” by licensees on a worldwide basis. Please note that when using these trademarks in Canada, licensees may instead use the Marque Déposée (“MD”) designation alone or in combination with the ® symbol (e.g., “®/MD”).
• The Bluetooth SIG has not obtained registration for the Simplified Chinese translation of the Bluetooth word mark in any jurisdiction. Accordingly, licensees should not use the registration symbol with that translated mark.
• The registered trademark symbol “®” should immediately follow the Bluetooth Primary Trademarks whenever they appear on product packaging, products, web pages, marketing pieces, and in text. After the first and most prominent use, the “®” symbol may be omitted from the word mark.
• In most circumstances the registered trademark symbol “®” should consistently be used with the Bluetooth Primary Trademarks. If use of the “®” symbol on a product, or as part of a product display, is impractical due to the small size of the respective mark or the shape or size of the product on which the mark appears, the licensee may omit the “®” symbol on such product or product display, provided that appropriate language identifying and attributing the Bluetooth Primary Trademarks to the Bluetooth SIG is included in printed materials accompanying the product (e.g., user’s guides, owner’s manuals, product brochures, product packaging, etc.) and the “®” symbol is used with the Bluetooth word mark in the first and most prominent instances in which it appears in all literature, packaging, and other materials accompanying the product.
• Whenever the Bluetooth Primary Trademarks are used in a particular piece, they must be attributed with an appropriate trademark footnote.
• The footnote may be presented in small type but must be large enough to be legible. Footnotes generally appear at the end of a document or on the back of a package, but may appear at the bottom of a press release or web page or the inside cover of technical documentation accompanying the product. The footnote may be translated into any language provided, however, that the Bluetooth word mark and, if applicable, the Auracast word mark remain in English or in one of the approved translations found on page 4. The company name, Bluetooth SIG, Inc., must always be displayed in English. If a footnote cannot be applied on product packaging or labels due to space limitations, the footnote must be clearly printed on the product’s associated printed materials.
• When using the Bluetooth Primary Trademarks, it should always be apparent which company is the licensee of the trademark(s); therefore, the Bluetooth Primary Trademarks should always be secondary to a licensee’s house mark or other trademark. The Bluetooth Trademarks cannot be the only trademark(s) used on or in connection with a licensee’s product or service.
• When naming licensee products, the Bluetooth word mark may appear in a product name but, when used as such, the registered trademark symbol “R” must be added in superscript format immediately following the word mark and the word mark must be formatted in a manner designed to indicate its status as a trademark.
• A licensee may not, however, embed the Bluetooth Primary Trademarks in a licensee trademark, logo, or tag line, or attempt to register or otherwise claim rights in a word mark, logo, or tag line incorporating any of the Bluetooth Primary Trademarks.
• The Bluetooth figure mark must always be displayed in the highest quality representation. There is no minimum or maximum size requirement for the figure mark as long as, when displayed in the best possible resolution, the mark is recognizable. Licensees must use the graphic files provided by the Bluetooth SIG when using or displaying the Bluetooth figure mark. Recreating, redrawing, or otherwise reformatting the figure mark is prohibited.
• The oval of the figure mark can be reproduced in black, white, or in blue. When in blue, the following specification shall be used: Pantone PMS 285; CMYK C: 100% M: 50% Y: 0% K: 0%; RGB R: 0 G: 130 B: 252.
• It is also permissible to engrave or emboss the figure mark on a product, assuming its color matches the product. With the full color figure mark, the Runic B may be color matched to the solid color background (e.g., if the background is red, the Runic B may be red) or it may be white. The background and the Runic B cannot be two different colors (see limited exception, page 13). If the figure mark is printed on clear, transparent packaging, the Runic B should be left transparent such that the background color, which must be a solid color, shows through the Runic B.
• Always make sure that the integrity of the Bluetooth figure mark is preserved by making use of at least a “free zone” within which no text, picture, illustration, or other element shall be present. The two exceptions to the free zone requirement are as follows: • The registered trademark symbol “®” is to be printed as a subscript of the figure mark, as illustrated on the right, and should be displayed in the same color as the oval of the figure mark. • The free zone may be reduced to a minimum of one-eighth (1/8) of the height of the figure mark when using the figure mark (standing alone) in electronic displays where size limitations prevent a larger free zone. For example, the free zone may be reduced when using the figure mark near the edge of an electronic display screen or adjacent to an electronic display divider line. It is not acceptable, however, to use a reduced free zone when the figure mark is displayed next to an informational element such as a company name, third party logo or other graphic element. This particular exception only pertains to electronic displays; all printed materials and product packaging must adhere to the standard “half the height of the figure mark” free zone requirement.
• When using the Bluetooth figure mark on an electronic display or screen, a licensee may display the Runic B component of the full figure mark in blue, black, white or another solid color that is consistent with the other icons on the electronic display. The oval design must, however, remain in blue, black or white. This is an exception to the standard figure mark guideline that the Runic B be displayed in white or color matched to the solid color background; see page 11.
• If, for purposes of maintaining consistency on electronic display screens or because of the nature of the electronic display, the licensee would like to use a different color for the Runic B or oval design or display the figure mark on a patterned or non­solid color background, express approval from the Bluetooth SIG must be obtained prior to such use. Please contact brand.manager@bluetooth.com for any such requests or questions. Please note that such exceptions will only be considered for use of the figure mark on electronic displays; all printed materials, product packaging, labeling, user documentation and advertising materials must conform to the standard figure mark guidelines.

Tone And Messaging

• When using the Bluetooth Primary Trademarks, it should always be apparent which company is the licensee of the trademark(s); therefore, the Bluetooth Primary Trademarks should always be secondary to a licensee’s house mark or other trademark. The Bluetooth Trademarks cannot be the only trademark(s) used on or in connection with a licensee’s product or service.
• When naming licensee products, the Bluetooth word mark may appear in a product name but, when used as such, the registered trademark symbol “R” must be added in superscript format immediately following the word mark and the word mark must be formatted in a manner designed to indicate its status as a trademark.
• A licensee may not, however, embed the Bluetooth Primary Trademarks in a licensee trademark, logo, or tag line, or attempt to register or otherwise claim rights in a word mark, logo, or tag line incorporating any of the Bluetooth Primary Trademarks.

Brand Values

• Since 1998, the Bluetooth® brand has championed the idea that innovations can happen faster, and technologies can reach further, if everyone and everything works together.
• Found today on billions of devices around the world, Bluetooth trademarks represent and signify essential technology that makes everyday experiences more enjoyable, rewarding, safe, and social . Today our trademarks are some of the most recognized, trusted, and influential in the world—and are an asset that should be grown, managed, and protected.
• Your participation in representing and promoting Bluetooth trademarks in connection with authorized products and services mirrors the responsibility of those developing the technology: to assure each experience we create is precise, consistent, coherent, and cooperative.

Visual Style

• The Bluetooth figure mark must always be displayed in the highest quality representation. There is no minimum or maximum size requirement for the figure mark as long as, when displayed in the best possible resolution, the mark is recognizable. Licensees must use the graphic files provided by the Bluetooth SIG when using or displaying the Bluetooth figure mark. Recreating, redrawing, or otherwise reformatting the figure mark is prohibited.
• The oval of the figure mark can be reproduced in black, white, or in blue. When in blue, the following specification shall be used: Pantone PMS 285 CMYK C: 100% M: 50% Y: 0% K: 0% RGB R: 0 G: 130 B: 252
• It is also permissible to engrave or emboss the figure mark on a product, assuming its color matches the product. With the full color figure mark, the Runic B may be color matched to the solid color background (e.g., if the background is red, the Runic B may be red) or it may be white. The background and the Runic B cannot be two different colors (see limited exception, page 13). If the figure mark is printed on clear, transparent packaging, the Runic B should be left transparent such that the background color, which must be a solid color, shows through the Runic B.
• Always make sure that the integrity of the Bluetooth figure mark is preserved by making use of at least a “free zone” within which no text, picture, illustration, or other element shall be present. The two exceptions to the free zone requirement are as follows: • The registered trademark symbol “®” is to be printed as a subscript of the figure mark, as illustrated on the right, and should be displayed in the same color as the oval of the figure mark. • The free zone may be reduced to a minimum of one-eighth (1/8) of the height of the figure mark when using the figure mark (standing alone) in electronic displays where size limitations prevent a larger free zone. For example, the free zone may be reduced when using the figure mark near the edge of an electronic display screen or adjacent to an electronic display divider line. It is not acceptable, however, to use a reduced free zone when the figure mark is displayed next to an informational element such as a company name, third party logo or other graphic element. This particular exception only pertains to electronic displays; all printed materials and product packaging must adhere to the standard “half the height of the figure mark” free zone requirement.
• When using the Bluetooth figure mark on an electronic display or screen, a licensee may display the Runic B component of the full figure mark in blue, black, white or another solid color that is consistent with the other icons on the electronic display. The oval design must, however, remain in blue, black or white. This is an exception to the standard figure mark guideline that the Runic B be displayed in white or color matched to the solid color background; see page 11.
• If, for purposes of maintaining consistency on electronic display screens or because of the nature of the electronic display, the licensee would like to use a different color for the Runic B or oval design or display the figure mark on a patterned or non­solid color background, express approval from the Bluetooth SIG must be obtained prior to such use. Please contact brand.manager@bluetooth.com for any such requests or questions. Please note that such exceptions will only be considered for use of the figure mark on electronic displays; all printed materials, product packaging, labeling, user documentation and advertising materials must conform to the standard figure mark guidelines.

Iconography

• The Bluetooth figure mark must always be displayed in the highest quality representation. There is no minimum or maximum size requirement for the figure mark as long as, when displayed in the best possible resolution, the mark is recognizable. Licensees must use the graphic files provided by the Bluetooth SIG when using or displaying the Bluetooth figure mark. Recreating, redrawing, or otherwise reformatting the figure mark is prohibited.
• The oval of the figure mark can be reproduced in black, white, or in blue. When in blue, the following specification shall be used: Pantone PMS 285 CMYK C: 100% M: 50% Y: 0% K: 0% RGB R: 0 G: 130 B: 252
• It is also permissible to engrave or emboss the figure mark on a product, assuming its color matches the product. With the full color figure mark, the Runic B may be color matched to the solid color background (e.g., if the background is red, the Runic B may be red) or it may be white. The background and the Runic B cannot be two different colors (see limited exception, page 13). If the figure mark is printed on clear, transparent packaging, the Runic B should be left transparent such that the background color, which must be a solid color, shows through the Runic B.
• Aside from the two limited exceptions discussed below, always make sure that the integrity of the Bluetooth figure mark is preserved by making use of at least a “free zone” within which no text, picture, illustration, or other element shall be present. The two exceptions to the free zone requirement are as follows: • The registered trademark symbol “®” is to be printed as a subscript of the figure mark, as illustrated on the right, and should be displayed in the same color as the oval of the figure mark. • The free zone may be reduced to a minimum of one-eighth (1/8) of the height of the figure mark when using the figure mark (standing alone) in electronic displays where size limitations prevent a larger free zone. For example, the free zone may be reduced when using the figure mark near the edge of an electronic display screen or adjacent to an electronic display divider line. It is not acceptable, however, to use a reduced free zone when the figure mark is displayed next to an informational element such as a company name, third party logo or other graphic element. This particular exception only pertains to electronic displays; all printed materials and product packaging must adhere to the standard “half the height of the figure mark” free zone requirement.
• The distance between the figure mark and the edges of the free zone is equal to half the height of the figure mark as shown above.
• When using the Bluetooth figure mark on an electronic display or screen, a licensee may display the Runic B component of the full figure mark in blue, black, white or another solid color that is consistent with the other icons on the electronic display. The oval design must, however, remain in blue, black or white. This is an exception to the standard figure mark guideline that the Runic B be displayed in white or color matched to the solid color background; see page 11.
• If, for purposes of maintaining consistency on electronic display screens or because of the nature of the electronic display, the licensee would like to use a different color for the Runic B or oval design or display the figure mark on a patterned or non­solid color background, express approval from the Bluetooth SIG must be obtained prior to such use. Please contact brand.manager@bluetooth.com for any such requests or questions. Please note that such exceptions will only be considered for use of the figure mark on electronic displays; all printed materials, product packaging, labeling, user documentation and advertising materials must conform to the standard figure mark guidelines.
• CORRECT Using the Bluetooth figure mark with proper free space and permitted color options on an electronic display INCORRECT Not observing proper free space or permitted color options for the Bluetooth figure mark on an electronic display

Layout And Composition

• When using the Bluetooth Primary Trademarks, it should always be apparent which company is the licensee of the trademark(s); therefore, the Bluetooth Primary Trademarks should always be secondary to a licensee’s house mark or other trademark. The Bluetooth Trademarks cannot be the only trademark(s) used on or in connection with a licensee’s product or service. When naming licensee products, the Bluetooth word mark may appear in a product name but, when used as such, the registered trademark symbol “R” must be added in superscript format immediately following the word mark and the word mark must be formatted in a manner designed to indicate its status as a trademark. A licensee may not, however, embed the Bluetooth Primary Trademarks in a licensee trademark, logo, or tag line, or attempt to register or otherwise claim rights in a word mark, logo, or tag line incorporating any of the Bluetooth Primary Trademarks.
• Aside from the two limited exceptions discussed below, always make sure that the integrity of the Bluetooth figure mark is preserved by making use of at least a “free zone” within which no text, picture, illustration, or other element shall be present. The two exceptions to the free zone requirement are as follows: • The registered trademark symbol “®” is to be printed as a subscript of the figure mark, as illustrated on the right, and should be displayed in the same color as the oval of the figure mark. • The free zone may be reduced to a minimum of one-eighth (1/8) of the height of the figure mark when using the figure mark (standing alone) in electronic displays where size limitations prevent a larger free zone. For example, the free zone may be reduced when using the figure mark near the edge of an electronic display screen or adjacent to an electronic display divider line. It is not acceptable, however, to use a reduced free zone when the figure mark is displayed next to an informational element such as a company name, third party logo or other graphic element. This particular exception only pertains to electronic displays; all printed materials and product packaging must adhere to the standard “half the height of the figure mark” free zone requirement.
• The distance between the figure mark and the edges of the free zone is equal to half the height of the figure mark as shown above.
• When using the Bluetooth figure mark on an electronic display or screen, a licensee may display the Runic B component of the full figure mark in blue, black, white or another solid color that is consistent with the other icons on the electronic display. The oval design must, however, remain in blue, black or white. This is an exception to the standard figure mark guideline that the Runic B be displayed in white or color matched to the solid color background; see page 11. If, for purposes of maintaining consistency on electronic display screens or because of the nature of the electronic display, the licensee would like to use a different color for the Runic B or oval design or display the figure mark on a patterned or non­solid color background, express approval from the Bluetooth SIG must be obtained prior to such use. Please contact brand.manager@bluetooth.com for any such requests or questions. Please note that such exceptions will only be considered for use of the figure mark on electronic displays; all printed materials, product packaging, labeling, user documentation and advertising materials must conform to the standard figure mark guidelines.