Sony Ericsson – new and vibrant brand look connects with the individual

Sony Ericsson – new and vibrant brand look connects with the individual

Coinciding with its 5th anniversary celebration, Sony Ericsson today unveils a new look for its global mobile phone brand. Based on a simple core concept and a new colourful execution, the company’s famous green logo, known as the liquid identity, is wrapped within a message that focuses on the individual and their feelings for what Sony Ericsson’s products, accessories and applications enable them to do. The result is an engaging new brand treatment that will differentiate Sony Ericsson, and project the full attributes of the company’s innovative mobile phones. Designed by leading global brand consultancy Wolff Olins, the new look will be rolled out from this month.

“Sony Ericsson is entering a phase of aggressive growth and to succeed it is important that people everywhere can connect with us at every level,” says Dee Dutta, CVP and Head of Marketing for Sony Ericsson. “Over the past five years our brand has become established in the minds of our consumers. Now it is time for us to appeal to both the minds and the hearts of consumers. The mobile device will become increasingly central to our lives in many different ways and as this happens it is vital that our brand stands out above others with energy, passion and excitement,” he adds.

The brand identity includes a new range of vibrant colours, deliberately selected to stand out from the white, grey, black and blue tones used by most technology brands today. In addition to the new colours, there is a strong central concept comprising two key elements – a worded message and the portrayal of sentiment around the Sony Ericsson liquid identity.

The rules are simple: the message always starts with ‘I’, the individual, followed by the liquid identity and then a message relating to the things the individual loves, cares about or is inspired by. This framework can be applied in any number of ways, in any language, connecting with the audience visually and instantly.

Read the complete Press Release