Honor is changing its positioning: the company is preparing to compete not only in the smartphone market

The Honor company has carried out one of the most extensive rebranding in recent years, presenting an updated visual concept and a new brand philosophy. The changes affected the logo, company colors, advertising slogan and general positioning of the company. At the same time, the manufacturer outlined a new strategic course, which involves a gradual transition from the status of a smartphone manufacturer to a developer of a complex ecosystem with the active use of artificial intelligence technologies.

The company notes that the brand update reflects Honor’s changed goals and should emphasize a new stage of its development in the international market.

New corporate style and rejection of the old slogan

One of the most noticeable changes was the replacement of the perennial slogan Go Beyond. Now the company will use a new concept – Dare to Be (“Dare to be”), which, according to Honor, should reflect the desire for innovation, individuality and the search for new solutions.

The corporate style has also changed. In addition to the updated logo, the brand presented an additional graphic symbol that will become part of the company’s new visual identity.

Another element of the rebranding was the new corporate color. Instead of the usual blue shade, Honor now uses the color Pantone 2193C.

Bet on artificial intelligence

Along with the renewal of corporate style, Honor also revised its long-term development strategy. If earlier the main attention was paid to the release of smartphones and other consumer electronics, now the company plans to focus on building its own AI ecosystem.

One of the key directions will be the further development of the MagicOS platform. The manufacturer plans to expand the capabilities of built-in intelligent services so that devices can analyze user scenarios, take into account the context of use and perform more tasks automatically.

In this way, Honor is gradually transferring artificial intelligence from the category of separate functions to the basis of its own software platform.