Qualcomm is at a key point in its growth trajectory—having spent the past 30 years transforming how people connect with people, the company is beginning a new chapter that brings ubiquitous connectivity, security, and intelligence to virtually everything and every experience. This expansion leverages Qualcomm’s mobile expertise into categories such as automotive and the Internet of Things, bringing transformative technologies like 5G and artificial intelligence.
An inventive spirit, a relentless pursuit of what’s next, and a legacy of technology leadership are the foundation of the Qualcomm brand. But everything else about the business is changing: a diversifying portfolio, and a customer base that expanded from a handful of important OEMS to a highly diverse ecosystem across numerous new industries, and thus new requirements for sales, distribution, and service.
Working with Interbrand, Qualcomm has established a new brand strategy to engage these audiences, optimized the expression of their portfolio to better position their complex purpose-built platforms, and updated how they go to market with a cohesive approach across their businesses. This strategy also laid the foundation for a refreshed identity, expressing an openness and approachability that mirrors the way technology has become a more accessible, seamless part of people’s lives. The visual elements and voice highlight Qualcomm’s role in the innovation landscape—always in context of real world application, always at the center, and always powering and improving from within.
The refreshed brand launched at CES 2018, the first of many hallmark Qualcomm experiences showcasing the story of its commitment to innovators and impact on how we communicate, move, work and live.