Sony explains why it still carries old logo on new handsets

Sony explains why it still carries old logo on new handsetsSo, it looks like there's been a bit of confusion over this de-merger between Sony and Ericsson. Yes, the divorce is complete. Yep, they're all done and dusted. But still, the little swirly green logo is still present on some Xperia handsets being shipped as we speak.

So what is going on?! Well, rest assured, we can explain. Actually, TechRadar can - but let us surmise on their behalf.

It's all about brand alignment. See, the Sony Ericsson name has now been given the old heave ho but executives are keen to make sure punters still see the 'new' company as being borne from the remnants of the old firm (or reborn, if you want to be technical and hark back to 2001). The idea being that you'll still associate the two - at least, for the time being.

But once Sony Ericsson handsets bearing the logo are out of circulation (which could take a year and a half), they're told that the logo will quietly be consigned to history. So while you'll see it on newer additions like the Xperia Go, the Xperia S, Xperia P and so forth, when the Xperia 1, Xperia 2, Xperia 3 (because Sony will surely soon run out of letters) are released, they'll be swirly logo free.

Speaking of which, does anybody know off the top of their heads what that logo represented? Maybe I'm being dense (usually, that is the case) but I often looked at it and wondered. Sometimes it was used to replace a heart in a sentence on an advert (I *SE* Sony Ericsson) but I could never see the meaning.

If you know, please do enlighten me in the comments section beneath.

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3 comments

blimpo  Jul. 13, 2012 at 20:57

The logo was made by combining the S and the E from Sony Ericsson respectively.
Here's the best picture I could find to explain it:
http://kanak2riang.deviantart.com/art/sony-ericsson-logo-meaning-77552823

Pondlife  Jul. 13, 2012 at 21:38

I rather like the logo tbh

CTPAHHIK  Jul. 16, 2012 at 12:37

SE = Synthetic Entity :p

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