On the back of the phone and when it is turned on and off, the green circle will display a graphic of cream-like white waves flowing on it. Symbolizing "fluid image"

Give you some reference materials

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 cause. , future

and ambition, so when the design work of the Sony Ericsson logo began, the design team members put forward many opinions. The person in charge of Sony Ericsson's global marketing said: "The company logo should reflect what we do and should reflect the vitality and continuous enterprising spirit of this new company. Of course, it had to distinguish Sony Ericsson from other brands on the market. We thought of a logo that combined the values ??of the brand with our philosophy, and it also had to be vivid and meaningful. Vitality, this is very important. This logo reflects the dreams and soul of Sony Ericsson.”

Sony Ericsson, as a company engaged in the mobile communications and multimedia industry, requires its logo. It can have both visual impact and animation effects like "old" media performance

. "Flowing image" and "alternate self" are two key elements to be reflected in this 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 designed the logo. The leader of the group.

“Also, the logo needs 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 went one step further: What if it became an 'alter ego'? Something with a personality."

"This logo can. Expressing all our emotions and behaviors, it can be calm and serene or lively and lively. In order to enhance the sense of life, we chose warm green. ”

The history of Sony and Ericsson itself was important to the creation of the new logo

Takuya Kawagoi said: "It needs to be different from Sony and Ericsson's own logos. We created this after careful consideration

A unique new logo that signifies the cooperation between the two companies."

Takuya Kawagoi emphasized that the symbolic meaning of this logo goes beyond advanced technology.

“Today, a mobile phone is not just a device, it is an extension of the user himself. Therefore, the 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." < /p>

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.