Amazfit, the world’s leading smart device brand, has made significant strides in the wearables and smart technology industry since its launch in 2014 under the Zepp Health ownership. With over 100 million devices shipped, Amazfit has cemented its position as a prominent player in this fast-growing market.
Meaning and History
At the heart of the company’s identity is a commitment to self-expression and to reflecting the values and lifestyles of its customers in a bold and inspiring way. In a world of endless possibilities and constant change, Amazfit invites people to let their passions flow and freely express their active spirit.
To realize this vision, Amazfit develops dynamic and stylish technology products that promote a positive self-image and celebration of life. The extensive product portfolio includes a wide range of luxury and sports smartwatches, bracelets, fitness trackers and headphones to meet a variety of customer needs and preferences.
Amazfit’s commitment to self-expression extends to its partnerships with fashion innovators HELIOT EMILTM and Christian Cowan. The brand has been featured at prestigious fashion events such as Paris Fashion Week and New York Fashion Week, showcasing the fusion of fashion and smart technology. Christian Cowan’s increased involvement as an experience consultant for the Amazfit GTR 3 and GTS 3 series demonstrates the brand’s commitment to empowering people.
The recent launch of Amazfit’s GTR 3 and GTS 3 series reaffirms its commitment to cutting-edge health and fitness features in elegant and stylish smartwatches. These products seamlessly fit into the digital life of users, allowing them to find a harmonious balance between their personal style and the pursuit of success.
As Amazfit continues to evolve and inspire the wearable technology industry, its brand identity will continue to be a symbol of empowerment, innovation and self-expression for users around the world. As Amazfit continues to evolve and inspire the wearable technology industry, its brand identity will continue to be a symbol of empowerment, innovation and self-expression for users around the world.
What is Amazfit?
Amazfit, as a prominent global technology brand, boasts an extensive product portfolio that spans a wide range of offerings from smartwatches and bands to TWS earbuds and advanced health & fitness devices like smart treadmills and body composition scales.
2015 – 2021
The brand’s original logotype depicted the nameplate in slim capital characters without serifs, spread far from one another. Both letters ‘A’ had small gaps where the horizontal and diagonal bars were supposed to meet. To the left of the text caption, an emblem found its place. It was a yellow ring with a cut at its center, adding some dynamism.
2021 – today
The latter logotype also features the name and an image next to it, but the overall style has changed drastically. The name’s typography style was shifted from slim sans-serif capitals to elegant letterforms, executed in bold lines without serifs. To the right of it, the brand designers featured a gradient pink and violet symbol, reminiscent of an earbud. Sometimes, they put the official brand slogan below the logo – ‘Up Your Game’.
Font
The brand’s nameplate features a bold name caption without serifs. The characters have elegant circled edges, with short bars. Notably, the characters ‘z’ and ‘i’ are capitals, while the other ones are lowercase. The slogan is executed in a slim fully capitalized typeface with the letters spread far from one another.
Color
The brand’s mission – ‘to create stylish technology products that promote self-expression and positive self-image’ – is best represented by the official corporate color code, which features pink, red, and violet hues, united in gradient. The hues are balanced by the black or white text captions.
