Motorola Explains its Next Step as a Brand

Yesterday, news around the world focused on Lenovo killing off the Motorola brand name from its phones. Lenovo’s decision to do this was to bring its phones under one name. It followed that any upcoming smartphone by the company will be branded under “Moto” and “Vibe”, removing Motorola’s name, but keeping the “M” logo.

A day after, Motorola released a statement in its blog to address the news. The company reassured that ‘Motorola Mobility’ will continue to exist and Lenovo will still use the name for its phone division. “As a wholly owned subsidiary, we remain the engineering, design and manufacturing engine for all of the Mobile Business Group’s smartphones and wearables,” Motorola said in its blog.

Motorola went on to assure that though the Motorola name will disappear, the brand will continue to live on with ‘Moto’. The company explained that the focus for the past few years has always been on ‘Moto’ and its batwing logo remains its most important symbol, both of which will continue to carry the Motorola image.

“Moto” is synonymous with Motorola, and it conveys the Motorola brand to consumers in a contemporary and engaging way. That wasn’t the only thing that evolved — the iconic batwing was static blue or red for many years, and we made it fun and colorful. That symbol, which has come to represent the “Moto” brand, continues to play a prominent role, and will remain on our products and in our marketing.

The company reaches the point most talked about yesterday in that the company will focus its marketing efforts on “Moto” and “Vibe”, but also conceded that the products will under Lenovo solely. “This latest move is all about where we focus our brand marketing efforts in the future. That will be on our two hero smartphone brands: Moto and Vibe, with the Lenovo corporate brand tying all of our consumer and commercial products together more holistically.”