ZTE Unveils New Global Brand Identity

Company wants to create more consumer-focused branding
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Company wants to create more consumer-focused branding

Oakland, Calif. – Smartphone maker ZTE USA unveiled its new global brand identity during a Dec. 30 Golden State Warriors basketball game here at Oracle Arena, where the company showed off a new logo and the tagline “Tomorrow never waits.”

The new ID is designed to create “more consumer-focused branding,” and the slogan “reflects the company’s ongoing commitment to providing consumers with access to technology solutions that will define the future,” the company said.

The basketball team is one of three NBA teams that selected ZTE as its official smartphone. The Houston Rockets was the first team, which signed up for the 2013-2014 NBA season. The Rockets renewed its agreement and was joined in the current season by the Warriors and New York Knicks.

“As one of ZTE’s most important markets, the U.S., and more specifically the Bay Area, is one of the first places we wanted to introduce our new branding,” said Lixin Cheng, ZTE USA chairman/CEO.

The logo and tagline mark the 30th anniversary of corporate parent ZTE Corp., which under a new corporate initiative is placing a greater emphasis on mobile internet technology and taking a more “consumer-centric” focus in telecommunications, enterprise computing and consumer devices, the company said.

ZTE Corp. is a global provider of mobile handsets, telecommunications equipment and network solutions. ZTE USA started in 1998 and now provides devices to every major U.S.-based carrier.

ZTE is the U.S.’s fourth-largest supplier of mobile devices overall and second-largest supplier of prepaid devices, the company said in citing a third-quarter study by Strategy Analytics.


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