Cannes Lions

The brand, behind the brands

INTERBRAND, New York / QUALCOMM / 2018

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Overview

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Credits

Overview

Description

Working with us, Qualcomm has established a new brand strategy to engage these audiences, optimized the expression of their portfolio to better position their complex purpose-built platforms, and updated how they go to market with a cohesive approach across their businesses. This strategy also laid the foundation for a refreshed identity, expressing an openness and approachability that mirrors the way technology has become a more accessible, seamless part of people’s lives. The visual elements and voice highlight Qualcomm’s role in the innovation landscape—always in context of real world application, always at the center, and always powering and improving from within.

Execution

The visual elements and voice highlight Qualcomm’s role in the innovation landscape—always in context of real world application, always at the center, and always powering and improving from within. Inspired by the 0s and 1s of code, Qualcomm’s visual system is constructed exclusively of vertical, horizontal, and circular components. The layered extruded assets connect back to the strategy and desire to showcase where Qualcomm exists—within the technology we interact with every day. This visual metaphor is applied to the logo, custom typeface, and expanded device renderings.

Outcome

The refreshed brand launched at CES 2018, the first of many hallmark Qualcomm experiences showcasing the story of their commitment to innovators and their impact on how we communicate, move, work and live.

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