Snapdragon: Building an Iconic Brand for a More Intelligent World
Challenge: Snapdragon had built significant recognition as the technology behind extraordinary digital experiences, but its ambitions were growing. With an expanding presence across global culture, from partnerships with Manchester United, Mercedes-AMG Petronas F1 and (RED) to entertainment and creator-focused experiences, Snapdragon needed an identity capable of showing up as an iconic brand in its own right.
The challenge was to evolve the system for this larger stage while preserving the equities and recognition the brand had already built.
Opportunity: We saw an opportunity to amplify what made Snapdragon unmistakable. By doubling down on its strongest equities, particularly its iconic red, Fireball and Heartbeat, we could build a more expressive and culturally relevant brand around its Bright, Bold, Driven and Joyful personality.
At the center was the need for a highly adaptable system that could move seamlessly from technology to sport, entertainment and creativity. Snapdragon’s badges are how its technology becomes visible on the devices and experiences it powers, so the identity needed to elevate them from a product marker into an integral and ownable part of the brand.
Team:
Cristina Vásquez
Alice Sunaryo
Dany Vo
Silvia Arrascue
Julia Smith-Epstein
Qualcomm Brand Team
Turning Brand Equity Into a Dynamic, Modular System
Solution: At the center of the system is a modular grid that creates flexibility across formats while giving Snapdragon’s product badges a consistent and prominent place within the brand. As one of the primary ways Snapdragon becomes visible across the devices it powers, the badges became an integral part of the identity rather than a layer added at the end.
The system builds on Snapdragon’s strongest existing equities: its iconic Fireball, signature red, bold typography and Heartbeat graphic, evolving them into a more expressive and flexible visual language.
Together, these elements create a cohesive system with enough structure to build recognition and enough flexibility to continually evolve across product, digital, partnerships, events and entertainment.
Results: The evolution gave Snapdragon a more iconic and ownable global presence while protecting the equity it had already built. The system created a scalable foundation for the brand to expand beyond technology into culture, sport, entertainment and creativity while remaining unmistakably Snapdragon.
