Poco today announced its new brand logo and company mascot. The new visual identity, for now, is exclusive to the Indian division of the brand. The company also revealed a new tagline — Made of Mad.
The new company mascot, which looks like an emoji mashup, is also part of the new logo. Of course, there’s some deep meaning behind its various visual features, which you can find explained in the infographic below.
Poco started out as a sub-brand from Xiaomi back in 2018, targeted towards enthusiast customers on a budget. The brand went independent last year and is now operated separately from Xiaomi. However, despite the company’s insistence on being independent, Poco still shares manufacturing and even actual hardware with Xiaomi devices, with several Poco phones being rebranded Xiaomi devices.
Poco is now the third largest smartphone brand in India by volume from online sales, according to Counterpoint Research.