MUMBAI: Realme, the smartphone brand that specializes in providing high quality products for youth, 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 world-renowned design consultancy Pentagram, is an artistic and impactful 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 around the world. Realme will be rolling out its upgraded brand image across all channels starting from today.

The Brand Visual Identity upgrading comes as Realme is poised to make a strong entry into more markets around the world, where it will reach out to younger groups and accelerate growth. Very 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 powerful recognition of young people’s need for individualization and self-expression. It will differentiate Realme’s experience in offering smartphones and will become an icon for young people around the world.

The new Visual Identity is a people-oriented design featuring original aspiration and absolute self-expression. Upgrading the new Visual Identity and Logo, the brand has adopted a more concise and universal letter shape, which was inspired by the observation of human behavior 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 concept as being people-oriented.

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

The upgraded Visual Identity system and Logo are all based on vibrant golden yellow. This specific color, 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 color, gray, represents professionalism, calmness, and inclusiveness;and will be used with other auxiliary colors including classic black and white, and a light gray tone, in Realme's overall brand Visual Identity.

Showing his pleasure in rolling out the new Visual Identity, Realme CEO and founder Sky Li said, “As a global, youth-facing smart phone brand, Realme is continuing to introduce new products that feature stylish design and a powerfulperformance. 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 personalized consumption that meets emotional needs." He added.

Sharing his thoughts on the new Visual Identity launch, Realme India, Chief Executive Officer Madhav Sheth 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 it’s classic combination of vibrant colors and unique style.”

Established in May 2018, Realme aims to provide young people around the world with smartphone products that combine powerful performance and stylish design. The brand gives young people experiences that integrate “technology” and “style” to recognize and satisfy their deep desires for personalization and self-expression. By November 2018, the half-year-old brand will expand its business to 7 countries in Asia. With 4 smartphone products launched globally, Realme is quickly building a strong following community among young consumers. The brand is set to become the fastest growing brand which has already made 3 million sales in total.