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Vuforia by Qualcomm 2013 REBRAND 100 > notable

Component Rebrand
Country Base: USA
Industry/Sector/Keywords: Technology, Computer Hardware and Software, Business Services, Digital Products
Below: Before and After Images in Slide Show, Summary, Credits

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Industry Setting
The Qualcomm Augmented Reality offering was limited to only an audience of developers. Its role in the consumer journey was non-existent. Qualcomm now wanted to introduce consumers to a technology that changes their perception of the world around them. In addition, Qualcomm could earn further loyalty with developers by giving them a brand to not only develop great apps with, but to believe in as well.

1. How to help communicate a complex idea to consumers and engineers alike.

2. How to differentiate this technology from location-based augmented reality.

3. How to create a memorable and iconic name and visual expression that could be immediately recognizable to audiences.

4. How to accomplish the above, yet also fit in with the highly structured Qualcomm visual system.

The brand proposition, “Seeing into feeling,” drove both the creation of the name and visual expression.

The name is derived from view + euphoria “a feeling of great happiness or wellbeing.” It also suggests surprise and delight as well as seeing and vision.

The visual expression is inspired by the lens of the camera, the viewers eye and the expression of delight one encounters when using the technology and understanding how it will positively affect their lives.

Both have an upbeat, witty and fun personality that makes you literally want to smile at what you are reading and seeing.

Our work literally gives a new face to the technology Qualcomm has developed and brings it into the foreground of the user experience. It also elevates the offering by giving it a strong, memorable, consumer-friendly POV (point of view).


Client: Qualcomm -

Brand Strategists/Designers: Interbrand -
Strategy: Helen Gould
Creative Director: Kurt Munger
Kurt Munger
Mark Guthridge
Gabe Ruane
Chris Armstrong


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