With the occasion of its 5th anniversary celebration, Sony Ericsson unveiled today a new look for its global mobile phone brand. Based on a simple core concept and a new colorful execution, the company's famous green logo, known as the liquid identity, is wrapped within a message that focuses on the individuals and their feelings for what Sony Ericsson's products, accessories and applications enable them to do. Designed by one of the leading global brand consultancy company Wolff Olins, the new look will be rolled out starting from this month.

The brand identity includes a new range of vibrant colors, especially selected to stand out from the white, grey, black and blue tones used by most technology brands these days. In addition to the new colors, there is a strong central concept comprising two key elements - a worded message and the portrayal of sentiment around the Sony Ericsson liquid identity.

The rules are simple: the message always starts with 'I', the individual, followed by the liquid identity and then a message relating to the things the individual loves, cares about or is inspired by. This framework can be applied in any number of ways, in any language, connecting with the audience visually and instantly.