24 April 2020
LG has been trying to reinvent itself in the smartphone market for quite a long time. It has released phones with different approaches like the LG G5 modular design and even focused on AI with "ThinQ" moniker. The latest attempt at making itself relevant in the market is a revamp of the phone branding. And finally, it has revealed the name of the first device that will be released under the new philosophy.
LG Velvet is the first smartphone that will arrive with a design and name that is completely different from what we have seen previously. The official announcement did not offer any technical details but revealed the branding logo (shown in the beginning) as well as the thought process behind choosing the name.
As per the official blog post, the Velvet name is "intended to evoke images of lustrous smoothness and premium softness, two key characteristics of the new phone". The team has decided to move away from the alphanumeric naming schemes followed by most of the brands. It will now be naming devices using "familiar and expressive" names that should be easier to remember and speak out loud.
LG is focusing heavily on the design of the upcoming smartphone. It recently revealed that the phone will have a "Raindrop" camera where the first camera sensor will be bigger in size and all others will be descending order. The phone will further a 3D Arc design with symmetrically curved rear and display edges.
Chang Ma, SVP of Product Strategy at LG Mobile Communications Company said,
“Our new branding reflects current trends of addressing the unique personal tastes and emotions of the individual with a greater emphasis on design. It’s a more intuitive approach that we are confident will resonate with today’s consumers and help us to establish a clearer brand identity.”