Colorful brand rings in new era for China Mobile

China Mobile reveals its new 4G service brand "He" ("And") on Dec 18, 2013 in Guangzhou. [Photo / chinadaily.com.cn]

China's biggest telecom carrier China Mobile Ltd, revealed its new brand "He" (And) on Wednesday, mainly targeting the upcoming fourth generation (4G) mobile business.

The new brand's logo features grass green and peach blossom colors. It combines the English word "and" and a Chinese character "he", along with a rosy exclamation mark.

Li Yue, chief executive officer of China Mobile, said the logo signifies connection and communication. In addition, "and" is a combination of the three initial letters of "a new dream", which symbolizes China Mobile's hope to provide Chinese customers with the most advanced technology in the 4G era.

China Mobile's current-running brands - GoTone, EasyOwn, M-Zone and G3 for 3G mobile services, will be phased out after the launch of "He", according to company officials.

"He" will take the stage as an all-service brand for China Mobile and offer clients integrated 2G, 3G and 4G mobile services.

Xi Guohua, chairman of China Mobile, said the new logo also expresses the operator's willingness to form solid alliances with industry partners.