Brand profile

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Qualcomm
Brand DNA

Qualcomm

Qualcomm designs the chipsets, modems and wireless standards technology inside a large share of the world's phones, cars and connected devices.

50%
Background#FFFFFF
28%
Secondary#F4F6FB
12%
Text#1A1A1A
7%
Primary#3253DC
3%
Surface#1B2A63
Typography
Aa
Qualcomm NextDisplay · Technical & preciseQualcomm NextText · Sharp & flat

Sans headings with monospace labels for chip names, standards and figures. Product numbers are always exact and never shortened.

Tone
WarmCool
PlainTechnical
SeriousPlayful
ModestConfident
QuietLoud
Never

quote a performance gain without the baseline

describe a standard we do not support

use abstract signal-wave imagery

Never says
magicseamless futurerevolutionisesmart everything
Sounds like this

Thirty percent lower power on the same modem workload.

Technical and standards led. Name the platform, the process node and the measured gain. Written for engineers.

Audience

Device makers, network engineers and developers who read the platform brief before the launch event.

Loves

+Open standards that everyone can build on

+On-device processing

+Power efficiency as the real metric

Loathes

×Marketing about connectivity with no numbers

×Cloud dependence for everything

×Vague platform names

The hill it
would die on

Battery life is the specification that decides whether anything else matters.

DensityBalanced
AlignmentLeft
MotionSubtle
AddressFormal
Qualcomm · brand DNA at a glance 10 of 12 traits
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