communicationS guide
Bluetooth® brand messaging guide
Published – 17 March 2025
The Bluetooth brand has become a universal symbol for connection. We see the amazing things Bluetooth connections can do every day, in every part of our lives, often in surprising places.
As our technology evolves, so must we. That’s why we refreshed our brand. While our iconic logos remain the same, we’ve updated our brand messaging to introduce a more inspiring way to talk about Bluetooth, along with a fresh look and feel to match, designed to energize the Bluetooth community.
We hope our vision is one you believe in, our mission speaks to you, and our values are ones you’ll be proud to share. And we invite our members to use the messaging shared in this guide when discussing Bluetooth technology and the Bluetooth SIG in your own marketing communications and materials.
Thank you for being part of the Bluetooth community. Because of you, we’re not just imagining the future, we’re building it.
Vision, mission, and values
A vision defines an organization’s purpose and the future it is looking to create, a mission explains how it will get there, and values serve as guiding principles along the way. Incorporating these elements into your messaging reinforces your connection to the global Bluetooth community and its purpose.
Our vision
Creating a better world through connection
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Our mission
We are a community of the world’s most inventive companies and people collaborating to fulfill the essential need to connect. Together, we advance, protect, and promote Bluetooth® technology, the global standard for connection.
Our values
We work toward a greater good
We believe connection has the power to unlock new possibilities for people, businesses, and industries. That’s why we bring together organizations from across the globe—even those with competing interests—to realize the fundamental need to connect. Because when we do, we turn possibility into progress, connection into something greater, and the world into a better place.
We commit to the power of collaboration
Our strength lies in our community. By uniting diverse skills and experiences that span continents and culture and fostering an open and trusting environment, we provide a forum where all can participate, and the best ideas emerge—even when it’s difficult.
We explore without limits
Innovation never stands still, and neither do we. We never settle. We pursue big ideas that have the power to drive change, and we operate in constant pursuit of what’s next — evolving standards, opening doors to new applications and broader use cases, and helping create a world that is healthier, smarter, more efficient, and more sustainable.
Our brand story
To connect is essential
Connecting is at the core of being in the world together. It’s as essential as the air we breathe. Like air, Bluetooth is everywhere — invisible, yet something we can’t live without. It strengthens us individually and collectively. And it naturally fosters the connection fundamental for people, business, and the world to flourish.
What makes Bluetooth unique?
Every brand should define how it differentiates from alternatives in the market. This section helps you effectively communicate Bluetooth technology’s unique strengths and frame its value. Use these messaging pillars as a foundation to align with and amplify the Bluetooth story when crafting your own messaging.
A complete solution
We create the ability to connect device to device, machine to machine, and system to system. Our solution-oriented approach to standardization ensures Bluetooth devices around the world are easy to build and use.
Limitless application
The Bluetooth we know lives inside our headphones, mobiles, and cars. With proven reliability, security, and range, it also powers less expected applications from lighting to electronic shelf labels and factory workflows to medical devices. And tomorrow, there will be Bluetooth enabled solutions that exceed today’s imagination, small enough to connect with very little power and big enough to improve our world.
Natural connection
Connecting is at the heart of being in this world together. It is as essential as the air we breathe. By closely mirroring this human experience, we enable devices to “speak” and “sense” in the same ways we do as humans, fostering intuitive connection that is fundamental for people, industry, and the world.
What is the Bluetooth SIG?
Bluetooth® is more than your average technology standard, and the Bluetooth SIG is more than your average standards development organization. Understanding the role of the Bluetooth SIG helps reinforce the credibility and impact of your Bluetooth communications. This section shares how to explain what the Bluetooth SIG is with confidence, clarity, and consistency.
Advance
We are an international standards development organization. We continually enhance Bluetooth® technology by creating new specifications that push the boundaries of what’s possible and help make the world a better place.
Protect
We are a product certification body. We operate a world-class product qualification program that promotes global interoperability and provides access to Bluetooth technology patent and trademark licenses.
Promote
We are a global trade association. We collaborate to increase the awareness, understanding, and adoption of Bluetooth technology.
Our personality
A brand’s personality shapes how it operates and communicates, creating a distinct and recognizable voice. By embracing this personality in your communications, you help create a unified voice across all communications and reinforce a consistent and authentic Bluetooth brand experience.
Human
We connect people and things in a way that feels natural, creating powerful moments that make life bolder and brighter.
Open
We are a community with global reach and accessibility. We thrive on new ideas, opinions, and contributions.
Enduring
With a lasting legacy, Bluetooth is among the most impactful technologies and brands in the world. We continue to guide new markets well beyond our roots.
Bold
We are the world’s premier standard for wireless connection. Yet we are never complacent, instead working tirelessly to further the technology and its impact.
Visionary
We are working to shape the future. We continue to pursue big ideas that have the power for real change.
Purpose-driven
We are here to create a better world. It is the guidepost, the promise, and the standard by which we measure success.
Messaging for key audiences
Key messages are the core statements that define what a brand is, what it does, and why it matters. This section provides clear, consistent language to describe Bluetooth technology and its impact with two important audiences — B2B end users and B2C end users.
B2B end users
These are organizations that use Bluetooth technology for non-consumer purposes. They are interested in viability (including flexibility, security, reliability, interoperability, and ease of use) and how the technology can add value.
These messages are for use by manufacturers seeking to communicate about Bluetooth technology. They are intended to position the growing capabilities of Bluetooth technology as a reason to consider adoption. Secondarily, they highlight the Bluetooth SIG community’s role as an essential driver of innovation and assurer of quality.
Messaging
There’s far more to Bluetooth technology than consumer applications. The industrial-grade security, reliability, and simplicity of today’s Bluetooth devices connects equipment, systems, and processes together in novel and unexpected ways that no other wireless technology can match — and that leads to endless possibilities for your business and your customers.
Imagine what can be done with flexible, interoperable wireless technology that can speak and sense the way humans do — detecting not just the presence, but the position of other Bluetooth devices.
Electronic shelf labels that make price adjustments simple and immediate, with no manual intervention. The real-time location and status of equipment, inventory, and personnel in a manufacturing plant. Medical devices able to link securely and effortlessly to diagnostic equipment. Building systems that integrate easily and seamlessly using reliable, low-power wireless communications.
This near-limitless potential makes Bluetooth technology more than a wireless benchmark. The Bluetooth SIG is a global community of innovators: technology leaders, engineers, and visionaries who seek to create a better world through connection. A world that is healthier, smarter, more efficient, and more sustainable
By defining, documenting, and promoting the Bluetooth standard, the Bluetooth SIG community plays an essential role in advancing Bluetooth technology, helping manufacturers take full advantage of it to create innovative new solutions for business and industry.
The entire Bluetooth community has a shared responsibility for making every product as good as it can possibly be: secure, reliable, and easy to use. That’s why we never stop evolving and improving the technology to make it better.
We’re a global community working together to create a better world through connection.
- We value diverse viewpoints, fostering an environment where the best ideas emerge. The Bluetooth community listens to the concerns and goals of all those who are part of it, along with other industry organizations, associations, and regulators, giving voice to the needs of commerce and industry.
- We believe that Bluetooth technology has great potential to drive positive change for business and industry worldwide. It’s why the Bluetooth community works constantly to expand and improve the standard and drive innovation that has the potential to change commerce and industry for the better.
- The members of the Bluetooth SIG include many of the world’s leading technology companies, playing an active role in advancing Bluetooth technology. We collectively explore new capabilities, performance improvements, and potential new use cases.
- As a community, we do all we can to see to it that the Bluetooth standard and the products that use it meet the needs and expectations of end users — no matter where in the world they are or how they use Bluetooth technology.
With Bluetooth technology, the possibilities are endless.
- Bluetooth technology enables pervasive, secure, and reliable connections that are not possible using any other wireless technology.
- Bluetooth technology has the ability to sense and respond to the world around it, making it possible for companies to reimagine the way their operations and processes work.
- Since the standard was first introduced decades ago, Bluetooth technology has advanced dramatically, becoming more robust, powerful, and capable — and easier to use.
- The commercial applications for reliable, low-energy, effortless Bluetooth connections are limited only by imagination. Recent innovative uses include Auracast™ broadcast audio, networked lighting control, electronic shelf labeling, supply chain monitoring, and more.
- The Bluetooth standard is constantly evolving, with new capabilities and enhancements such as channel sounding, mesh networking, and more.
Connections are essential to life and commerce. The Bluetooth community plays a vital role in making them happen.
- Bluetooth technology is an engine for positive change. Connecting equipment, people, and processes in new ways helps to spark business innovation.
- Through open access to Bluetooth specifications and supporting information, the manufacturers that develop commercial and industrial technology solutions are able to create products that are highly reliable, perform as expected, and deliver on the full potential of the technology.
- The work of the entire Bluetooth SIG community helps manufacturers develop Bluetooth products that are as good as they can possibly be. The standard defines the entire technology stack in detail, providing the essential information needed to create flexible, high-performance, dependable Bluetooth solutions.
- Our qualification program enables manufacturers to demonstrate compliance to Bluetooth specifications and, thereby, gain access to Bluetooth patent and trademark licenses for use with those products — a way to inform customers and give them peace of mind.
- We make detailed Bluetooth documentation readily available so commercial and industrial users can be fully informed about the technology and its use.
Bluetooth technology has global impact.
- With billions of devices being used in countless ways around the world, Bluetooth technology has become an essential part of industry and commerce.
- The Bluetooth standard is robust and secure, making it suitable for mission critical commercial and industrial applications. The standard can be adopted by any technology company, anywhere. It’s possible to connect any system or solution that adheres to the specification.
- As the technology evolves, expands, and improves, commercial and industrial adoption is on the rise. Industrial-grade Bluetooth technology is becoming a critical enabler of more streamlined, efficient business operations and innovative new user experiences.
- The global Bluetooth community has a shared responsibility for making every product secure, reliable, and fit for purpose. That’s why we never stop improving the technology to make it better.
B2C end users
This includes consumers and individual users of Bluetooth products. This audience is not technically oriented and is more focused on the experience that Bluetooth technology provides.
These messages are for use by manufacturers seeking to communicate about Bluetooth technology. They are intended to increase understanding of the technology and its potential while reassuring consumers of its ongoing development and improvement. The emphasis is on the user experience and is closely tied to the positioning.
Messaging
Connections are an essential part of life. They’re everywhere — in the way we interact with one another, the way we use technology, and the way we experience the world. Connections are as indispensable as the air we breathe.
Bluetooth technology is unique. It enables devices to connect the way humans do, naturally, sensing the world so they can respond in ways that no other technology can. We’re seeing the amazing things Bluetooth connections can do every day, in every part of our lives.
Devices of all kinds connecting automatically and effortlessly. Cars that know when you’re approaching so they can unlock and prepare for you. Whole new ways to experience media, share information, monitor health, and make life more convenient and productive. The possibilities are vast — and increasing all the time.
The essential need to connect inspires us. It’s why all those who are part of the global Bluetooth community — the visionary technologists who create Bluetooth products — work constantly to improve the Bluetooth standard, adding new capabilities and improving ease of use, reliability, and security. Today’s Bluetooth products — and what’s to come — go far beyond the first Bluetooth devices built decades ago.
The Bluetooth SIG community never stops working to improve the technology, collaborating to advance and protect it, and validating the products you use every day. When a product qualifies for the Bluetooth mark, it’s a sign that it lives up to the standard, so you can make a natural, human connection.
We’re a global community working together to create a better world through connection.
- Humans connect to the world and to one another in many different ways. Bluetooth technology makes those connections deeper, more rewarding, and more productive in a way that no other technology can.
- The global Bluetooth community brings the best companies and minds together to find better ways to benefit people — whether it’s making their experiences richer, helping them stay healthier, or simply making life easier and more convenient.
- As a community, we do all we can to see to it that the Bluetooth standard and the technologies built using it meet the needs and expectations of end users — no matter where in the world they are or how they use Bluetooth technology.
With Bluetooth technology, the possibilities are endless.
- A Bluetooth wireless connection is unlike any other. It is as natural and essential as the air around us, allowing devices to speak and sense in the same ways humans do.
- Bluetooth technology can sense, respond, and seamlessly connect many devices at once. From medical monitors to vehicles, smartwatches, phones, tablets, computer peripherals, and much more, Bluetooth products create lifestyle experiences that are not possible with any other wireless technology. And Bluetooth technology is helping business and industry serve customers better than ever.
- With Bluetooth devices, people can enjoy the benefits of effortless connection. They can turn their attention to the experience and what it lets them do, because they don’t need to focus on the technology itself.
- As features are added to the Bluetooth standard, new experiences become possible. For example, the recent introduction of Bluetooth LE Audio enhanced the performance of Bluetooth audio, standardized support for hearing aids, and introduced Auracast™ broadcast audio — an innovation with the potential to once again change the way we connect with the world around us.
Connections are essential to life and commerce. The Bluetooth community plays a vital role in making them happen.
- Connections are an essential part of life. They’re everywhere — in the waywe interact with one another, the way we use technology, and the way we experience life. Connections are as indispensable as the air we breathe. They have the power to change the world. And the Bluetooth community is helping to make them happen.
- Ensuring the performance and reliability of every Bluetooth device is a vitally important responsibility shared by the entire Bluetooth community. Collectively, we do all we can to help manufacturers build Bluetooth products that are as good as they can possibly be.
- By adhering to the Bluetooth standard, manufacturers make certain that their products meet expectations for security, reliability, and performance. Bluetooth SIG staff and members work hard to protect the integrity of the standard and how it’s used by collaborating closely with one another.
- Our qualification program helps manufacturers show that their products meet Bluetooth standards. This allows them to use Bluetooth patents and logos, giving customers confidence and peace of mind there products will work as expected.
Bluetooth technology has global impact.
- With billions of devices being used in countless ways around the world, Bluetooth technology has become an essential part of modern life.
- Since the first version of the standard was published decades ago, Bluetooth technology has become much easier to use, more robust, and more dependable.
- The Bluetooth standard can be adopted by any technology company, anywhere. It’s possible to connect any product that adheres to the specification — and that means consumers can do more with their devices.
- The Bluetooth community has a shared responsibility for making every product as good as it can possibly be: secure, reliable, and easy to use. That’s why we never stop improving the technology to make it better.
Our trademarks and logos
Our trademarks and logos remain the symbols of trust and innovation they’ve always been. And we encourage all members to use the Bluetooth marks when packaging, advertising, or promoting properly qualified Bluetooth® and Auracast™ products.
Our visual system
There is more to a brand’s visual expression than its logos. The Bluetooth visual system is designed to symbolize the presence of Bluetooth® technology all around us — working both with and for you.
Our imagery focuses on real moments of connection—moments that feel genuine, natural, and empowering—illustrating a sense of confidence and peace of mind. Our Bluetooth blue is now joined by vibrant secondary colors that reflect the diversity and energy of the experiences Bluetooth technology enables and form dynamic gradients that illustrate the atmospheric nature of Bluetooth technology.
The Bluetooth connection graphic, inspired by the iconic runic B, highlights the interaction between humans and technology, while the Auracast™ radial graphic represents its unique broadcast nature.
Together, these elements bring our messaging to life, strengthen our brand, and reinforce the role of Bluetooth in creating a world that is healthier, smarter, more efficient, and more sustainable.
Contact us at brand.manager@bluetooth.com with any questions about branding your qualified Bluetooth® product.
