Almost eight years back when Japanese consumer electronics company Sony Corporation and Swedish telecommunications company Ericsson forged a partnership to make cell phones, an artist designed the liquid-eye crystal logo of Sony Ericsson on a napkin in a restaurant. It had just one colour — emerald green.

Last month, Sony Ericsson decided to add seven new colours to the logo in keeping with the change in the idea of entertainment and the convergence of devices over these years. The company also adopted the Sony brand message ‘make.believe’ in all consumer communication to reinforce its entertainment credentials and collaboration with the Sony Group.

Sony Ericsson will also expand the appeal of its ‘liquid identity’ logo “by not only adding the new colour variations but also a new ‘liquid energy’ flowing from the logo to make it more playful and visually appealing for the digital arena”. Sony Ericsson currently distributes its brand primarily through its 47 “experience” stores (which it plans to expand), Sony Centres and Exclusives (smaller stores), multi-brand outlets like Chroma and “mom and pop” stores.