The mantra, pronounced ‘make-dot-believe’, has also been unveiled as the Sony Group brand message and is intended to unite the phone brand with the parent group.
At a press conference this morning a Sony spokeswoman said that the current logo – created in 2001 – would be ‘freed’ and more colour would be added to it.
Seven colours are to be used in different incarnations of the adapted logo, which will see a ribbon of colour trail from the Sony Ericssson roundel.
A new brand philosophy based around user experience has informed the new sub-brand, Xperia, which the Sony Ericssson design team says has not been designed through ‘trend analysis’, but by ‘intuition’.
The announcement followed the launch of a Sony Ericssson X2 phone yesterday.