Sony Ericsson today announced a change in strategy of the brand. Updated rendering of the brand marks a transition to a new culture of openness and enhanced interaction with customers via digital and social media properties. In addition, to strengthen cooperation with Sony Group, the company confirmed a recent advertising slogan make.believe.
Sony Ericsson will use the seven new colors of the logo, in addition to the standard green. The logo, which will escape from the wave energy is intended to make it more visually appealing and playful. The company aims to take a more open position, offering users a more active role in developing the brand, with the help of interactive digital media and social channels.
In the communication of your brand, Sony Ericsson diversifies the appeal of the new logo, allowing seven new variations of colors and a "Liquid Identity". It states that the promotional material for the company, "the identity is to flow from the logo itself, providing greater freedom and made it lighter and more visually appealing to the digital landscape, and convey a sense of movement"
According to the CEO and president of Sony, the word "make" refers to the company's ability to turn projects into reality as "believe" represents the ideas and ideals of the company - "the ability to think, imagine, dream." The point that unites the two expressions symbolizes the meeting between dream and reality
Autumn slogan make.believe will appear in marketing campaigns, and Sony Ericsson will launch a viral campaign spark something to support mobile phones Satio, Aino and Yari. In addition, Sony Ericsson is the official sponsor of the FIFA World Cup 2010, where it will display your logo.
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