LG Electronics unveils new smartphone brand, LG VELVET

LG Electronics unveiled its new brand name for its upcoming smartphone ― LG VELVET ― with an aim to revive the glory days when its devices gained recognition from consumers, the company said Sunday.

"LG has decided to brand its upcoming flagship smartphones, which will hit the Korean market next month, LG VELVET," the company said.

The tech firm further elaborated the LG VELVET will be a device that appeals to the senses.

"The first device to illustrate this new philosophy is the upcoming LG VELVET, featuring a unique 'Raindrop' camera and a symmetrical, flowing form factor that is both pleasing to the eye and pleasing to touch," it said.

LG gave a hint for the upcoming smartphone, releasing rendered images on April 9. The device has three rear cameras and an LED flash in descending order by size and the edges of the display and rear are curved.

The company added it will no longer use both the G series and the V series, the alphanumeric brand names for its premium smartphones, and will apply a separate brand name for each device to better promote the concept of each product.

"LG VELVET will be the first device to implement the company's new branding strategy for its mobile devices, moving away from alphanumerical designations in favor of familiar and expressive names that will help the consumer capture the essence of the device best suited for his or her personality and ever changing trends," the firm said.

Chang Ma, senior vice president of product strategy at LG's mobile communications division, said the new brand "reflects current trends of addressing the unique personnel taste and emotions of the individual with a greater emphasis on design."

The LG VELVET will reportedly support the 5G network and uses Qualcomm's Snapdragon processors. It is also rumored to have a dual-screen attachment accessory.

From：SID-Wiley Online Library