Amazfit unveils new brand identity

Smart technology brand, Amazfit, worked with San Francisco-based global brand consultancy, Landor, to develop refreshed visual identity, which aims to reflect the customers’ values and lifestyles, and connect the brand with a younger global audience.

Landor guided Amazfit through an analytical process, which included consumer research, internal audits and market observation, to create the new brand positioning and strategy.

The result is a new identity which aims to convey Amazfit’s brand vision of allowing more people to express their active spirit. This idea is encapsulated in the new logo, which recalls the skeleton of a chameleon to represent how Amazfit’s products are aligned with a constantly changing and ever evolving society. The logo symbolises the infinite number of possibilities that can be explored in life.

The broad range of bold colours, ranging from electric green to fuchsia, reflect the mood an image is trying to convey. For example, blue represents craftsmanship and professionalism, whilst orange is vibrant, energetic and passionate.

“We have become a part of people's lifestyle - helping them showcase their personality, energy and attitude. Therefore, we decided to refresh and upgrade the Amazfit brand, to better express our vision and encourage people to live a healthier life. The new logo represents a colourful world and shows the value of being inclusive.” says Amazfit CEO, Huang Wang.

The new brand strapline ‘Up your game,’ was inspired by the new brand vision and mission, of creating stylish technology products that promote self-expression and positive self-image. Amazfit’s products aim to empower life and inspire more people to unleash their potential.