A new report has suggested LG could be considering retiring the Optimus brand name from its flagship smartphones, but will keep it for its mid-range devices. The news comes from Korean site Chosun.com, which suggests LG is dreaming up a new name which will be introduced with the phone we currently know as the Optimus G2.
The Optimus branding, which is to LG what the Galaxy name is to Samsung, has been around since the beginning of 2010, when it was first attached on the GT540 Android phone. It was subsequently added to a wide range of smartphones, along with LG’s Android tablet the Optimus Pad, and it hasn’t been limited to the firm’s Android hardware either, as LG’s vague dalliance with Windows Phone 7 resulted in the Optimus 7 and Optimus 7Q.
Dropping such an established name is quite surprising, particularly as its two most recent major releases – the Optimus G and the Optimus G Pro – have been well-received, and have undoubtedly given the name more cache. LG may hope to build this into its mid-range handsets, and will create an alternative, ultimate-style brand for its flagship hardware.
The Korean report hints LG may not introduce another name at all, and it will use the letter G on its own. The name LG G2 does trip off the tongue nicely, but it’s not very descriptive, and Samsung has really shown the importance of attaching a strong, recognizable name to a mobile phone range.
This isn’t the first time we’ve heard talk of the Optimus name’s demise, as in an interview in April, LG’s mobile comms chief in Europe said the G2’s name hadn’t been finalized, and talked about the company wanting a clean start with the device. There is considerable anticipation building around the G2 already, mainly because it may (or may not) use a flexible screen, making the right branding very important.