What is the purpose of changing the logo of Huawei's sub-brand "HONOR"?

Huawei smartphones have lines such as "P", "Mate", and "Nova", but apart from the Huawei brand, we also develop products under the Honor brand. In Japan, P and Mate "Lite" models have recently been sold as low-priced models instead of Honor, but in China and Asia, new Honor products are being introduced almost every month.

This honor's brand logo was 'honor' in lower case. However, in conjunction with the release of "Magic 2" at the end of October, the logo was changed to "HONOR" in all capital letters. On the notation, only the type of letters has changed, but the design has changed significantly, and it seems to be trying to change the image. Honor was originally a brand for the younger generation, and the light blue lowercase font represented its youthfulness. In China, the kanji for `` glory '' representing honor in Chinese was also lined up on the right side of the `` h '' on the head.

But now there are higher-spec models with the Kirin 980 in the Honor lineup, as well as newer tech like the Magic 2's sliding mechanism. In China, we are developing a completely different brand from Huawei, and we are expanding our product lineup to include all generations. Therefore, it seems that the logo was changed to "uppercase letters and black letters", which is a mature image.

However, about a month after the Magic 2 announcement, I went to an Honor store in Shenzhen, China, and the logo is still old. An event was held in the store just on the day of the announcement of "Honor10 Youth Edition". Only the banner had a new logo "HONOR". However, the main body logo of the new product Honor 10 youth version and the Magic 2 announced at the same time as the logo change remains "honor" and the old logo. I feel a little confused.

The logo change should be big news, but the pronunciation doesn't change, and in China, honor is It is pronounced as Glory (Long Yao) in Chinese without being called. So consumers don't really care. The New Year 2019 will soon be upon us, and the next Chinese New Year (Chinese New Year) will be on February 5, 2019. That means that around next year's MWC2019, the terminal logo may be replaced after the new year.