MEIZU Brand Repositioning

Amid the rapidly developing and increasingly competitive smartphone industry, MEIZU faced many challenges including customer attrition, a gradual decline in market share, and reduced brand awareness. Concurrently, technological innovation in the consumer electronic industry and the automobile industry, as well as ecological integration of the two industries, has become a prevailing trend. Against that backdrop, Meizu Technology merged with Xingji Technology, aiming to build an ecosystem of smart mobility technologies around the globe. To respond to expectations of the market and users, XINGJI MEIZU Group takes “Infinite Passion” as its core value to reshape its brand image.
The new brand logo starts from a "point" that represents the singularity. The lively extension of the "line" presents the letter M and Z in the brand name "MEIZU" in a more vibrant manner and also serves as the symbol of a "New" starting point. The 45° tilt design suggests an upward momentum, to convey an adventurous spirit of “Infinite Passion”. The rounded corners visually soften the look to bring the brand closer to users, highlighting technology with a human touch.
The brand logo mainly uses “Passion Red” and “Infinite Black”. The former symbolizes love for life, optimism, enthusiasm and passion, while the latter embodies extremity and inclusiveness. Such a design represents unlimited exploration, courage to challenge and infinite imaginings towards the future.