Hi this post comes in the series of LOGOS and the logic behind them. I may not uncover many logos here but its Sony Ericssons new branding initiative that caught my attention and i felt like uncovering the logic behind it so here it goes i promise it would be a nice read.
The Swedish telecom equipment provider Ericsson is looking for a new identity to make the brand more vibrant at a time when the company is moving from being just a equipment provider to one which managers services. The brand is trying to mark a transition to a new culture of openness and enhanced interaction with customers via digital and social media properties. In an initiative to mark the change the global major has gone for a re branding exercise wherein it has not only redesigned the logo but also changed the tagline from "TAKING YOU FORWARD " to "MAKE.BELIEVE" !!
The telecommunication industry is changing rapidly from voice to data across the globe and India too is about to witness the change with 3G auctions round the corner. Sony has gone about using the standard green logo in addition to seven new colors. The logo is designed to make it more visually appealing and playful. The company also is trying to take a more open position, offering users to take a more active role in developing the brand with the help of interactive digital media and social channels. This comes at a time when all other companies have gone for CO BRANDING to enhance the brand experience, brand image and earn brand recognition.
Adding seven new variations of color and "LIQUID IDENTITY " does help in diversifying the look. On the face of it the changes look a bit too simple, the name of Ericsson is now in dark blue instead of white earlier and the background which was earlier dark blue is now white. The new logo may be simple but its powerful in the sense it drives across the message that company is at the forefront of providing data technology around the globe.
For a company which has been around for about 130 years having new colors in related to its work and new product offerings thereby making it more vibrant, dynamic and colorful. Sony Ericsson has lined up few new products for the market and from the logos it can be assumed that Majestic brown may be for XPERIA. The icy blue may be for SATIO. The other models are YARI and AINO.
Sony Ericsson is also the official sponsor of FIFA WORLD CUP 2010 and it is believed that new logo would be believed then. The change in tagline also ensures that company has moved ahead and are taking leadership in cutting edge technology.In the new tagline MAKE. BELIEVE "make" refers to the company's ability to turn projects into reality and "believe" represents the ideas and ideals of the company- "the ability to think, dream and imagine " The small point in between the two expressions symbolizes the meeting between the dream and reality. It would also launch a viral campaign SPARK SOMETHING to support mobile phones SATIO, YARI and AINO. In India Sony Ericsson is loosing ground to Nokia and Samsung so re branding exercise was necessary. India is among the top five markets for the company and it generates about 7-8 % of revenue for them. In India it has its manufacturing hub and global network operating center which supports Ericssons operation in 23 countries. Looks Ericsson is all set to bounce back but how successful the initiative would it be only time will tell. In the meantime we'll wait for the campaign and the products to be launched.
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Thanyou !!!
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