LG has officially announced the name of its next smartphone. It is called the LG Velvet. The company teased the design language of the new phone a few days back and has finally revealed the name. LG has said that the new Velvet smartphone will be the first to implement the company’s new branding strategy for its mobile devices. LG is moving away from alphanumeric designations for their smartphone in favour of familiar and expressive names. According to LG, these names will “help the consumer capture the essence of the device best suited for his or her personality and ever-changing trends. The name “Velvet” is intended to evoke images of lustrous smoothness and premium softness, two key characteristics of the new phone”. Put simply, it looks like LG is trying to change their naming convention to suit the requirement of the user and bring about the essence of the device rather than following the traditional naming conventions we’ve seen.
“Our new branding reflects current trends of addressing the unique personal tastes and emotions of the individual with a greater emphasis on design,” said Chang Ma, senior vice president of product strategy at LG Mobile Communications Company. “It’s a more intuitive approach that we are confident will resonate with today’s consumers and help us to establish a clearer brand identity.”
When LG unveiled the design of the smartphone the company said that the design is a “nod to the natural world with a visual form factor that differs from the industry trend and features a “Raindrop” camera and front-back symmetrical curves, among other evolutionary design departures from previous LG mobile devices”. With the raindrop camera at the back, one can see that the smartphone has the largest sensor up top and each sensor below that is smaller in size.
It isn’t following the industry trend of bulky and big camera bumps at the back of a smartphone. The upper-left corner of the LG Velvet hosts three rear cameras and an LED flash in descending order by size, meant to evoke images of falling raindrops. LG has said that the main camera sits slightly above the surface while the other two lenses lie seamlessly under the smooth glass. This tactilely pleasing design layout offers the added benefit of taking up less space on the rear of the phone for a cleaner, sleeker overall look.
“Our upcoming smartphone will draw on the rich history of classic LG designs which have always been distinctive at first touch,” said vice president Cha Yong-Duk, head of LG’s Mobile Communications Design Lab. “This handset will be a first-look at the competitive edge we will be bringing to every LG smartphone going forward.”
LG’s release goes on to say that “another new design element that will be making its debut in the upcoming device is 3D Arc Design, where the edges of the display and rear are symmetrically curved, exuding a much more natural feeling in the hand than previous LG phones. This artful design touch means less sharp edges and angles that makes the phone not only more pleasing to the eye but also more pleasing to touch”.
It will be interesting to see how these distinguishing features differentiate the LG Velvet from competing devices. If information circulating the internet is to be believed, then the LG Velvet could be powered by the Snapdragon 765 with integrated 5G and will be a mid-ranged affordable smartphone.