Lenovo Reveals Plans to Phase out Motorola Brand Name

Bye bye, Moto.

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Telecommunications pioneer Motorola will be seeing a drastic change to its brand under the directive of its parent company, Lenovo. Best known for the then-ultra-thin Razr flip phone of the mid-2000s which heralded a new era in mobile phone design, Motorola fell on less favorable times in recent years, languishing behind the formidable competition of Apple and Samsung before being bought by Google in 2012, and then subsequently bought again by Lenovo in 2014. Now, Lenovo plans to consolidate its two phone businesses under its own name, shortening the brand name simply to Moto for its higher-end offerings. “It’s our treasure,” reassured Lenovo CEO Yang Yuanqing. ”We plan to not only protect the Motorola brand, but make it stronger.” The iconic Motorola batwing logo will still be used in future phones, albeit alongside Lenovo’s own logo as the Beijing-based tech giant aims to curry more brand recognition within the Android market.

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