Sony Ericsson turns 5; unveils new brand identity

Reuben Lee | Oct 02, 2006

The Japanese-Swedish phone maker today celebrated its 5th anniversary with the introduction of a new look for its global handset campaign. Combining an "I" with the company's green liquid logo and a message, Sony Ericsson in its media release said it hopes to use the new brand identity to "appeal to the minds and hearts of consumers". (Click here (1, 2) for the full images)

After five years of operating as a joint entity, the 50-50 partnership between Sony and Ericsson is now the fourth-largest telecoms provider in the world. Its president Miles Flint believes the phone manufacturer can leverage on the combined expertise of both parent firms to be among the top three players in the industry.

Some of the key milestones Sony Ericsson has achieved over the past five years include the launch of the iconic T610/T630 candy-bar phones in 2003 as well as the introduction of the Walkman and Cyber-shot brands in 2005 and 2006, respectively.

Filed under: Mobile Phones
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