From parity to a full spectrum of possibilities

The semi-conductor industry had become extremely competitive but was lagging in market awareness and familiarity despite the rise of consumer products like the iPhone. Largely responsible for the majority of innovations used within the iPhone, Qualcomm sought to re-engage the public and attempt to lay claim to the magic within the iPhone.

While not ready to embrace a change to their logo, we recommended that Qualcomm rethink their visual system, from static to dynamic, from a parity blue to a spectrum of possibility, from inaccessible technical diagrams to a dynamic language of glyphs that brought technological innovation to life in a way the public could understand.

This new vision for the brand was hallmarked by a full spectrum of color, a singular, bold san-serif font, and a vocabulary of visual components that would tell a story of modern magic and potential.

The rebrand culminated with the relaunch of the brand at CES in 2013 by the then CEO Dr. Paul Jacobs. Working with 1st Ave Machine, we provided inspiration, visual direction and brand guidance to support a visually stunning event opener.

Qualcomm (NASDAQ: QCOM) is the world’s leading wireless technology innovator and the driving force behind the development, launch, and expansion of 5G. Today, their foundational technologies enable the mobile ecosystem and are found in every 3G, 4G and 5G smartphone. Qualcomm brings the benefits of mobile to new industries, including automotive, the internet of things, and computing, and lead the way to a world where everything and everyone can communicate and interact seamlessly.