Figtree creates ‘quietly brilliant’ smartphone branding

Figtree has created new branding for smartphone manufacturer HTC, using the strapline ‘quietly brilliant’.

The new branding is launching today, alongside the phone company’s first-ever advertising push, created by Deutsch LA.

Figtree was appointed directly to the work around seven months ago, according to the consultancy’s chief executive Simon Myers, on the basis of work it had carried out for Orange. Figtree is Orange’s global brand consultancy.

Myers says, ‘The branding process was to reposition HTC and give it personality.’ He adds, ‘HTC’s new look uses the visual language of doodles to explain all the quietly brilliant features and benefits of HTC devices in a simple and human way.’

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  • Sparkes Orr November 30, -0001 at 12:00 am

    God this is quite awfull

  • martin November 30, -0001 at 12:00 am

    this isn’t the branding it’s the logo. look at their website, they carry the doodle idea on and the logo looks good in context.

  • cheryl November 30, -0001 at 12:00 am

    Good strapline. Bad execution. Shame.

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