OnePlus refreshes brand identity with a new logo

By Xite - March 18, 2020
In a bid to refresh the brand identity, OnePlus has launched a new logo with bolder font. The new logo has a curvilinear ‘1’, and the ‘+’ on the top right corner of the surrounding box is a li....

A day after media reports claimed that OnePlus is working on a new logo, the company has officially announced and released its refreshed visual identity. Aimed to make the OnePlus brand more easily identifiable and versatile, the company says that this is the most significant change to the brand since the company was founded in December 2013. The new logo is expected to accompany the upcoming OnePlus 8 Series of smartphones. 

‘OnePlus is not changing who we are, but reinforcing what we stand for – the true spirit of Never Settle. We always design for our users. We feel that these changes maintain the iconic elements of our brand that are beloved by our staff and our community while injecting both excitement and balance into our visual identity,’ said Mats Hakansson, Global Creative Director of OnePlus.

Oldvsnew OnePlus

The new logo has a curvilinear ‘1’ that’s more easily readable, and the ‘+’ on the top right corner of the surrounding box is a little bigger than the one in the previous one. The ‘ONEPLUS’ text gets a new & bolder font, and according to the company ‘the refreshed logo allows for more flexible application and improved recognisability in digital media.’ The visual identity gets OnePlus’s iconic red colour.

OnePlus Logo Intext

The Chinese tech giant says that a joint team of OnePlus in-house creatives and an external agency took nearly seven months to design the refreshed brand identity. ‘No detail is too small. By starting from thousands of user data points, the team arrived at a new holistic visual language inspired by OnePlus’ burdenless philosophy. OnePlus has grown a lot from an idea to a major smartphone player. Introducing a fresh new look is just one example of how we continue to bring our ‘Never Settle’ mantra to life,’ Hakansson added.

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