Snapdragon: Building an Iconic Brand for a More Intelligent World
Team:
Cristina Vásquez
Alice Sunaryo
Dany Vo
Silvia Arrascue
Julia Smith-Epstein
Qualcomm Brand Team
Challenge: Snapdragon had built significant recognition as the technology behind extraordinary digital experiences, but its ambitions were getting bigger. With a growing presence across global culture, from partnerships with Manchester United, Mercedes-AMG PETRONAS F1 and (RED) to new ventures in 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 Snapdragon had already built.
Opportunity: Rather than reinventing the brand, 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.
Turning Brand Equity Into a Dynamic, Modular System
Solution: We created a modular identity designed to flex across an increasingly expansive Snapdragon world. An evolved grid and graphic device could hold content, frame imagery and integrate Snapdragon badges directly into compositions, creating consistency without limiting expression. An expanded red palette strengthened ownership of the brand’s signature color, while dynamic typography and photography rooted in joy in motion brought energy and momentum to the system.
We also expanded the role of Snapdragon’s most recognizable assets. The Heartbeat moved beyond a standalone graphic into photography and storytelling, while the Fireball could scale from a subtle signature to a bold brand statement. Together, these elements created a cohesive visual language that could adapt across product, digital, partnerships, events and entertainment while remaining unmistakably Snapdragon.
Results: The evolution gave Snapdragon a more iconic and ownable global presence while protecting the equity it had already built. The new system created the consistency and flexibility needed for Snapdragon to extend beyond technology and show up confidently across culture, sport, entertainment and creativity, building a stronger foundation for its ambition to become a globally recognized brand.
