To connect with youngsters, Realme introduces new Visual Identity System and logo

Smartphone brand Realme launched its fully upgraded Brand Visual Identity system and logo to provide a new visual experience and emotional connection with young consumers. The ‘R’ logo in ‘Realme Yellow’ designed by Eddie Opara, Partner and Chief Designer at design consultancy Pentagram, is an artistic representation of both the Realme brand identity and its vision of being ‘Proud to be young’, which the brand hopes will become a symbol of youth culture globally. Realme will be rolling out its upgraded brand image across channels.

The Brand Visual Identity upgrading comes as Realme plans to enter more markets around the world, where it will reach out to younger groups and accelerate growth. Soon, Realme's new ‘R’ logo and smartphones will launch across Southeast Asian markets, including Malaysia, Thailand, Philippines, Cambodia, countries in South Asia, Middle East and North Africa. The new ‘R’ logo will be a symbol of the brand’s recognition of youth’s need for individualisation and self-expression. It will differentiate Realme’s experience in offering smartphones and will become an icon for youth globally.

The new Visual Identity is a people-oriented design featuring original aspiration and self-expression. Upgrading the new Visual Identity and logo, the brand has adopted a concise and universal letter shape, which was inspired by the observation of human behaviour and actions when they are using smartphones. It is a combination of a human-figure and the uppercase ‘R’ from ‘Realme’, which conveys one of the brand’s design concepts as being people-oriented.

In the design, there are merged circles, squares and triangles forming a nested uppercase ‘R’ and lowercase ‘r’ where the uppercase ‘R’ signifies the original aspiration of ‘Realme’ in providing the youth with quality products and lowercase ‘r’ signifies young people’s true selves. This blending design conveys Realme's vision of sharing pride in being young with young people, while the hidden arrows point to the connection between Realme and young groups and their goals as well as strength of taking challenges.

The upgraded Visual Identity system and logo are all based on vibrant golden yellow. This specific colour, called ‘Realme Yellow’, represents power, style, modernity and youthfulness; as well as positive connotations in both Eastern and Western cultures, such as positivity, optimism, friendliness and emotional energy, wisdom, harmony, prosperity. The main auxiliary colour, grey, represents professionalism, calmness and inclusiveness; and will be used with other auxiliary colours including classic black and white, and a light grey tone, in Realme's overall brand Visual Identity.

Sky Li, Chief Executive Officer and Founder, Realme, said, “As a global, youth-facing smartphone brand, Realme is continuing to introduce new products that feature stylish design and a powerful performance. At the same time, Realme hopes to create a symbol for young people through the new brand logo — one they can identify with, and where they see a visual symbol of their emotional identity and belonging.”

“Realme's new brand visual identity system and logo will be key to providing self-expression and satisfaction for young people around the world: we define this as unique, trend-setting, self-loyalty, and personalised consumption that meets emotional needs,” he added.

Madhav Sheth, Chief Executive Officer, Realme India, said, “As a young brand, Realme has witnessed a remarkable journey till now. We have always tried to connect with the youth of the nation by providing them the best of everything with ‘Power meets Style’ moto. We believe that the new logo will be a major tool in connecting with the youth going forward with its classic combination of vibrant colours and unique style.”

Established in May 2018, Realme aims to provide youth around the world with smartphone products that combine powerful performance and stylish design. By November 2018, the brand will expand its business to seven countries in Asia. It has already launched four smartphone products globally.

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