The marriage between Sony and Ericsson has been implemented, and the new company's logo has also attracted much attention. A logo reflects a company's career, future and ambition, so when the design work of the Sony Ericsson logo began, the design team The staff put forward many opinions. Sony Ericsson's head of global marketing said: "The company logo should reflect what we do and should reflect the vigor and continuous enterprising spirit of this new company. Of course, it must be able to integrate Sony Ericsson with other brands on the market. Differentiation. We thought of a logo that combined the values ??of the brand with our philosophy, and it was important that it be vivid and dynamic. This logo reflects the dream and soul of Sony Ericsson. ”

Sony Ericsson, as a company engaged in the mobile communications and multimedia industries, requires its logo to have both visual impact and animation effects like the "old" media. "Flowing image" and "alter ego" are two key elements to be embodied in the new logo.

"A fluid image is about being able to feel movement when you see its shape and color," said Takuya Kawagoi of Sony's design center in Tokyo, who led the logo design team.

“Also, the logo needed to feel alive. This is because we feel that mobile phones have become one of the most personal things, like an extension of your body. We have gone one step further. Step one: What if it became an 'alter ego'? Something with a personality."

"This symbol can express all our emotions and behaviors. It can be calm and serene. Or lively and dynamic. In order to enhance the sense of life, we chose warm green."

The history of Sony and Ericsson is very important to the creation of the new logo

Takuya Kawagoi said. : "It needs to be different from Sony and Ericsson's own logos. After careful consideration, we created this new logo that is unique and has the significance of cooperation between the two companies."

TakuyaKawagoi emphasized the importance of this logo Symbolism outweighs advanced technology.

"Today, a mobile phone is not just a device, it is an extension of the user himself. Therefore, a company's logo should not only express high-tech products."

Sony's It took the design team two months to turn this logo from a concept into a visual image

Takuya Kawagoi said: "We made almost 150-200 patterns, and finally achieved a satisfactory result."

The design team hopes that this logo and Sony Ericsson's approach to designing the logo will set a new standard for logo and visual identity design.