Liquid Identity for Sony Ericsson by Wolff Olins
The new idea for Sony Ericsson started with a simple core concept and a new way of colorful execution. Sony Ericsson’s famous green logo, known as “liquid identity”, emphasizes individualism and one’s feelings towards the products and accessories that allow them to be their true self. The idea is the new design should promote free thinking around Sony Ericsson instead of telling people what to think about their products.
The brand identity for Sony Ericsson includes a new range of vibrant colors. These were specially picked to stand out from white, gray, black, and blue tones and themes that most technology and innovation companies use as their branding. Additionally, it is conceptualized around two key elements:
- A worded message – The design always has a message that starts with ‘I’ and then a message relating to what an individual’s loves or has a passion for.
- Sentiment around “liquid identity” – The worded message follows the liquid identity logo that is always included.
Another goal in mind for Sony Ericsson is simplicity. In all aspects of their brad, from design to market, their new branding will help strengthen Sony Ericsson’s commitment to simplicity.
Wolff Olins and its creatives are working to develop a global distinctive brand that encourages and embraces differences while inspiring and connecting directly with people about their interests and passions. 
Hi Taylor,
I enjoyed reading your post! I also thoroughly enjoy looking at the images you included in your discussion. Particularly, the green featured image. What stands out to me the most is the green background. As you mentioned in your post, the designer wanted to use colors that stray away from the color scheme that most designers in this space use. By using green has the background color, it draws the eye in and quickly catches your attention. The design itself is simple, but when you look further into it, you can see that at the end of the headphones, the designer placed them in a way to make lyrical symbols. I feel that if the designer was to use a monotone color, not many people would be able to notice that detail! Another thing I enjoy about these images is that it brings a 1900s or early 2000s theme – a theme that is quickly coming back into modern day use. When were these designs created? I would love to know more!