Sony Ericsson Motion Identity

Branding - Motion Identity Design

The motion identity of Sony Ericsson, launched in 2001 as a joint venture between Ericsson and Sony in Sweden, is a green life form encased in a silver sphere symbolized by the letters S and E. The logo expresses the evolution and fusion of the mysterious cell (identity) that encompasses the two concepts of "Liquid Identity" and "Another Me. The motion identity expresses the evolution and fusion of the mysterious cell (identity) encompassed by the two concepts of "Liquid Identity" and "Another Me". Global brand management representatives from Asia, Europe, and the United States gathered in London to discuss the design of the motion logo. Developing a brand identity that included motion from the outset was a completely new and revolutionary branding approach at the time.

Creative Director : Seiichi Hishikawa
Art Director : Yasuo Watanabe
Designer : Nobuhiro Nobuhro Jogano
Sound Design : Matsuo Kenjiro (Invisible Designs Lab.)
Motion Identity Design : DRAWING AND MANUAL
Client : Sony Ericsson Mobile Communications AB.