HONOR changes logo: the new face of the company looks beyond smartphones
HONOR has presented the new brand logo today. It is not just a simple graphical restyling, the company writes in a note accompanying the renewed identity: the visual change accompanies a redefinition of the brand itself, officially transitioning from "smartphone manufacturer" to "global leader in the AI device ecosystem".
According to the company, the change does not stem from a sudden marketing need, but from a technological, commercial, and industrial journey that has consolidated over time, making an update of the external image necessary. The most concrete reference to this transition is the Robot Phone, described by the company as "a completely new kind" of device, marking the category leap from a simple phone to an integrated product with robotic functions.
HONOR changes face: double-digit growth and foldables in the global Top 2
The figures cited by HONOR in support of its transformation speak of a 25% growth in the first quarter of 2026, a result that the company claims as the only positive sign among Chinese brands in the same period. Revenues from international markets have reportedly exceeded half of the total for the first time, while the brand's foldable smartphones have consistently maintained a position in the global Top 2 of their category.
On the technology front, HONOR claims AiMAGE, described as the first system in the industry for collaborative computational photography between device and cloud, in addition to a partnership with ARRI for mobile cinematic imaging. This is complemented by the announcement of Agentic OS, presented as a generational leap compared to traditional operating systems.
The brand's positioning explicitly targets a younger audience, a true stronghold for the company since its inception. HONOR talks about collaborations with global events and co-branding operations with designer toys, attempting to distance itself from the image of a distant tech giant and present itself as a brand closer to new generations. Among the initiatives mentioned is also the completion of a half marathon by a humanoid robot developed by the company, presented as a public demonstration of its robotic capabilities.
The claim "Dare to be" remains the guiding thread of the communication, now re-proposed as a synthesis of the so-called Alpha Strategy and the AHI philosophy that the company claims to have transformed "from design vision to reality." The new narrative is expected to soon translate into concrete products on the Italian and European markets, where HONOR is still playing an uphill battle against competitors more entrenched in the premium segment.