A brand story, Led by branding…
Oppo is a brand that believes that the most important thing is to do, is to deliver our best and give our consumers and fans a step into a premium range of technology along with pristine design. They are always focused towards leveraging technology to offer innovative products. Innovation is at the centre of their offerings and have invested heavily in R&D.
To reach a larger base, they use a 360-degree Integrated Marketing Communications approach. They are present on all platforms that their target audience would be interested in. In India, they are closely knit with two of the most followed platforms in India, Bollywood as in Entertainment, and Cricket. The idea is to connect and offer experiences that go beyond the product experience. OPPO is not a number driven brand but our Indian consumers can be rest assured that we will give them the best products that will meet all expectations. In regard to our marketing strategy for these devices, they have been created to provide a premium experience to the consumer and as you would have noticed our communication has been the same.
Oppo is one of the world’s leading smartphone brands, specialising in high-quality camera phones and advanced mobile photography technology that are used by over 200 million people around the globe. Pentagram is a brand identity framework for one of the world’s largest smartphone technology companies. It has designed a new brand identity framework for OPPO that introduces a refreshed logotype and monogram and helps the brand evolve as it broadens its reach in new and existing markets. The program includes an expanded colour system and visual layout system, as well as the debut of a custom typeface, OPPO Sans, rendered in Chinese, Cyrillic and Latin alphabets.
Pentagram and OPPO collaborated closely on every aspect of the visual identity framework, beginning with an understanding of developed and emerging markets, through to production and sustainability needs.
Founded in 2004 and based in China, OPPO was the first brand to offer smartphones with 5MP and 16MP front cameras, along with other innovations in the category, and continues to appeal to a target audience of young consumers with popular, high-quality camera phones like the powerful F11 Pro and the picture-perfect F1 Selfie Expert. In 2018, OPPO was ranked the fifth largest smartphone brand globally, leading the Chinese domestic market and with a growing presence in India, Southeast Asia, Africa, Australia and Europe.
Over the past decade, OPPO has been focusing on breakthroughs in mobile photography and wanted the new brand positioning to highlight the beauty of its technology and product design. At the same time, the company needed a simple, more cohesive brand that would set its products apart in a visually crowded category, including at OPPO’s own 200,000 retail outlets across China.
The rebranding process lasted nearly two years, beginning with an understanding of developed and emerging markets, through to production and sustainability needs. The team conducted extensive research in major cities in China and India, where they experienced firsthand the way westernised design was not necessarily optimised for exposure in the marketplaces of Shenzhen and New Delhi, which require a more dynamic, flexible approach.
OPPO’s redrawn logotype balances out the humanist form of the previous word mark with a new custom-drawn sans serif typeface, OPPO Sans. The new logotype shows the brand’s heritage through its extended letterforms and is optimised to meet mass manufacturing needs. It also establishes a clear and contemporary presence allowing it to complement OPPO’s vast and ongoing products range. The development of OPPO Sans is a significant undertaking that shows OPPO’s care for quality, craftsmanship and uniqueness in every detail.
Like the logo, the OPPO Sans typeface is designed for maximum clarity of expression and simplicity of form. The development of the typeface, designed by Pentagram in collaboration with Chester Jenkins, was a significant undertaking that demonstrates OPPO’s care for quality, craftsmanship and uniqueness in every detail. The oval of the logotype has been extended to the shape of counters in other letters in the Latin and Cyrillic alphabets, and the Chinese letterforms are carefully drawn with the same optical proportions and weight.
The identity is accompanied by a vibrant colour system that refines the brand’s signature green, enhances it for digital contexts and introduces new colours for various product lines. The core colour system has been expanded to include light green, dark green and a platinum that evokes the product materials. An extended palette of adaptive colours will be used to indicate individual phones, like teal for the new Reno.
The product is always the most important thing. And regarding distribution, OPPO has both offline and online channels to provide consumers more convenience in the purchasing process. They focus all their efforts on being present across all touch points to offer the best services to their consumers. Last year they achieved a target of 35,000 offline sales points. Furthermore, to provide better services to their Indian consumers, they are aiming at increasing the number of service centres across the country to cover all customers across all regions in India.
