ZTE unveils new logo, will spend more on marketing & branding
ZTE on Monday unveiled its new logo as it attempts to revamp the brand image for global consumers. The new logo sheds the Chinese language characters present in old logo and sports refreshing new font with light blue colour. The new logo has been designed by consulting firm Interbrand.
“The rounded design and lighter color of the new ZTE logo dovetails with the company’s new CGO philosophy (Cool – Green – Open), which will drive innovations that are dynamic, youthful and compelling to users, sustainable and environmentally responsible, as well as open-minded and collaborative,” ZTE wrote in a press release.
ZTE CEO Shi Lirong also revealed in an interview with The Wall Street Journal that the company will increase its marketing and branding spend to win over the consumers abroad. It plans to spend over one billion yuan on marketing and branding in 2015, which is up 50 percent from this year.
The company expects smartphones to be the key drivers of its growth and will be pouring the branding spend in key smartphone markets like China, the U.S., France, Germany, Spain, Russia, Indonesia, Mexico and India.