ZTE unveils new brand identity in US at Golden State Warriors game

ZTE USA, the fourth largest smartphone manufacturer in the US and second largest in the off-contract market*, kicked off the New Year early by unveiling its new global brand identity in the US today at a Golden State Warriors home game at Oracle Arena.

The more consumer-focused branding includes a new logo and tagline, Tomorrow never waits, marking the 30th anniversary of the company and emphasising its focus on transformative mobile technology solutions for its consumers and carrier partners. While ZTE introduced its new brand identity yesterday at an event in Hong Kong, this was the first time the company brought it to the US as part of its relationship as the official smartphone of the Golden State Warriors.

Under ZTE new corporate evolution towards greater emphasis in the mobile Internet technology and ecosystem that takes on a more consumer-centric emphasis, the company is committed to driving innovation in telecommunications, enterprise computing and consumer devices to help consumers adapt and thrive in the era of intelligent, always-on connectivity. The new ZTE slogan, Tomorrow never waits, reflects the company ongoing commitment to providing consumers with access to technology solutions that will define the future.

"As one of ZTE most important markets, the US, and more specifically the Bay Area, is one of the first places we wanted to introduce our new branding," said Lixin Cheng, chairman and CEO, ZTE USA. "The community the Warriors serve is one of the most innovative in the world. We see that innovation and the Warriors winning attitude as characteristics that ZTE aspires to achieve in the years ahead."

In addition to the new brand visual identity, ZTE held a phone donation drive with the Golden State Warriors, a philanthropic effort designed to benefit the Warriors Community Foundation Hoops for Kids programme, giving Bay Area youth the gift of technology they might not otherwise receive.

"As an organisation, we are always striving to be at the forefront of innovation and we are honored ZTE has chosen Oracle Arena and the Warriors community to unveil their new brand identity to for the first time in the United States," said Chip Bowers, chief marketing officer of the Golden State Warriors. "We are also proud to partner with ZTE on the community phone drive to further help support those in our community who support us night in and night out."

*Strategy Analytics, North America Handset Vendor Market Share, Q3 2014