Image Credit : Pentagram
Project Overview
Pentagram have developed a distinctive brand identity framework for one of the world's largest smartphone technology companies.
Project Commissioner
Project Creator
Project Context
OPPO is one of the world’s leading smartphone brands, specializing in high-quality camera phones and advanced mobile photography technology that are used by over 200 million people around the globe. Pentagram has designed a new brand identity framework for OPPO that introduces a refreshed logotype and monogram and helps the brand evolve as it broadens its reach in new and existing markets.
The program includes an expanded color system and visual layout system, as well as the debut of a custom typeface, OPPO Sans, rendered in Chinese, Cyrillic and Latin alphabets. The visual updates range from dynamic changes to subtle optimizations, and coincide with the launch of OPPO’s new Reno series.
The Pentagram team worked closely with OPPO leadership on the new branding framework, which marks a strategic shift for the brand. Over the past decade, OPPO has been focusing on breakthroughs in mobile photography and wanted the new brand positioning to highlight the beauty of its technology and product design. At the same time, the company needed a simple, more cohesive brand that would set its products apart in a visually crowded category, including at OPPO’s own 200,000 retail outlets across China.
Project Innovation
OPPO’s redrawn logotype balances out the humanist form of the previous wordmark with a new custom-drawn sans serif typeface, OPPO Sans. The new logotype shows the brand’s heritage through its extended letterforms and is optimized to meet mass manufacturing needs. It also establishes a clear and contemporary presence allowing it to complement OPPO’s vast and ongoing products range.
The final logo retains the tailored curved form of the previous logo’s “O,” but simplifies it with a more straightforward, universal character. The wordmark also maintains the balance and symmetry that is important to the brand. The team also developed a custom monogram that layers the “O” and “P” together into a distinctive symbol that works well in graphic patterns.
The branding makes the counterform ellipse of the logo an iconic, instantly recognizable shape that OPPO can own as part of its visual language. The oval can be used for background patterns or to frame images like a camera lens, reinforcing the brand’s focus on photography.
Like the logo, the OPPO Sans typeface is designed for maximum clarity of expression and simplicity of form. The development of the typeface was a significant undertaking that demonstrates OPPO’s care for quality, craftsmanship and uniqueness in every detail.
The identity is accompanied by a vibrant color system that refines the brand’s signature green, enhances it for digital contexts and introduces new colors for various product lines. The core color system has been expanded to include light green, dark green and a platinum that evokes the product materials.
Commercial - Visual
Commercial projects recognises that design is the means to create meaningful experiences for users, create value for people and drive profit for businesses.
The visual category celebrates creative and innovative design in printed, digital or environmental representations of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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