POCO has released a new brand image by changing the logo, mascot and slogan, although this change of identity seems to be limited to India.
In January 2020, POCO India spun off from Xiaomi to operate as an independent brand with separate product, software and marketing teams. Occasionally he relies on devices from his old parent as the basis for his products and customizes them.
Anuj Sharma, Director of Poco India, said: “To commemorate Poco’s successful independent year, the whole goal of the rebranding is to honor the community that is as different and unique as our smartphones on the market.”
The first is the new Poco logo, where the first “o” is the face of an imp . All its elements have a greater meaning. The halo on the head is supposed to represent a sense of goodness with cause. The little horns are a reference to being naughty and spreading madness. The evil eyes contrast with the halo, while the triangular mouth connotes a sharp wit.
— Madder By the Minute (@IndiaPOCO) February 18, 2021
POCO India will also move to a new slogan “Made of Mad”, which imbues the “madness and eccentricity” of the brand.
All these elements will be part of the next campaigns and messages. Visual identity renewal is not a strange concept in the tech industry – many brands undergo similar exercises to better align with target audiences or gain attention and coverage.
The first product expected to adopt the new designs is the POCO X3 Pro . It will be released in March and its specifications and design have not yet been detailed, but leaks suggest that it will be a 4G device that will be similar to the POCO X3.