OnePlus unveils new logo as part of its brand visual identity refresh

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OnePlus was established back in December 2013 by Pete Lau and Carl Pei. The then-startup grabbed everyone’s attention in April 2014 with the OnePlus One, the original flagship killer, a phone that offered flagship-level specifications at half the price of flagships. While OnePlus has evolved its product strategy over the years and moved past the flagship killer phase (though they could be exploring cheaper offerings with the OnePlus 8 Lite), the branding and visual identity have largely remained the same. OnePlus did change part of its visual identity with the launch of the OnePlus 7 and 7 Pro, and now, the company has fully embraced the change with a new, refreshed logo and branding.

At first glance, the logo and branding are practically the same. At second glance, you do notice that the font has changed, and so have a few design elements. The “1” is in a different font/shape, and the “+” is also bigger. It’s a different logo that largely retains the familiar elements of the previous one.

“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.” Mats Hakansson, Global Creative Director

OnePlus also claims that the new “refreshed logo creates a clearer association between the symbol and the trademark, while also allowing for more flexible application and improved recognizability in digital media“.

To commemorate the change, OnePlus also showed off a few creative avatars based on the new logo on their Weibo announcement post.

At the end of the day, products and their experiences speak louder than branding identities, at least for power users. We will have to wait and see what OnePlus has in store for us on April 15.