Letv, one of the popular Chinese brands, yesterday announced its new brand identity – LeEco at an event in China at its Global Brand Upgrade press conference under the theme of A New Eco World. It also introduced a new brand logo for the Le Ecosystem and its seven sub-ecosystems.
LeEco will enter into the Indian market on January 20, 2016 with the Le Max smartphone. It is also expected to launch the Le 1s at the event.
Regarding the design of the new logo and its future plans for global expansion, LeEco, said:
The new logo consists of the letters “L” and “E”, conveying the quintessence of the Le Eco world with its simple and elegant design. The four strokes which comprise “LE” each represent one of the four tiers of the Le Ecosystem – Platform, Content, Device and Application. The dot formed by the overlapping of two strokes symbolizes the pivot of the entire ecosystem: EUI and Le Fans. The connection and interaction between the letters “L” and “E” expresses the LeEco spirit of constant disruption, breaking boundaries and eco synergy. The three colors of blue, red and green plus the all-inclusive color of grey represent the integration of technology, culture and the Internet within the Le Ecosystem.
LeEco’s new logo, the result of many rounds of revision and refinement, consists of the letters “L” and “E”, conveying the quintessence of the Le Eco world in a simple and elegant design. Since its establishment, the LeEco company has undergone three logo changes, each time disrupting the traditional industry while transforming itself. The current upgrade of the Le Ecosystem brand means that LeEco is looking beyond the Chinese domestic market to compete with global Fortune 500 giants such as Apple, Amazon and Netflix and is ready to make disruptive changes on the global scale.
Regarding LeEco’s strategic goal of globalization, Ablikim Ablimit, Le Holdings’ Vice President of Strategy, said:
The word “TV” has been eliminated from all sub-ecosystem logos, showing that LeEco has fully grown from a video website in 2004 into a full-featured “eco world” integrating Platform, Content, Device and Application. After the full implementation of LeEco’s seven sub-ecosystems in 2015, LeEco’s strategic focus in 2016 will be on globalization, global open ecosystem, and achieving perfect synergy among the sub-ecosystems.
LeEco’s strategic goal of globalization is to not only make its products available in major global markets but also bring its entire ecosystem to major regions and countries of the world, and provide the ultimate experience and superior value to users in those countries and regions. LeEco’s strategic priorities in this regard are countries and regions with huge potential for breakthrough innovation or with high-speed growth such as the U.S. and India. Meanwhile, it will also keep on expanding in Southeast Asia markets including Hong Kong.