Telecompaper

Sony Ericsson has announced the next stage of its on-going business transformation with the realignment of its external visual identity and brand values in order to deliver its vision of becoming the communication entertainment brand. The company also confirmed its adoption of the newly announced Sony brand message 'make.believe' in all consumer communication in order to reinforce its entertainment credentials and collaboration with the Sony Group. Visually, Sony Ericsson will expand the appeal of its 'liquid identity' logo by adding seven new colour variations plus a new a 'liquid energy' flowing from the logo to make it more playful and visually appealing for the digital arena. The company also aims to adopt a more open and questioning attitude by inviting greater consumer participation in the brand through a stronger focus on interactive digital and social media channels. A series of strategic marketing campaigns this autumn will launch the realigned visual identity and showcase the start of make.believe at Sony Ericsson, including a 'spark something' viral campaign for the new Satio, Aino and Yari phones and a global activation campaign as the official global handset sponsor for the 2010 FIFA World Cup.