Can companies stop with the tacky branding on the back of their phones?

Realme 8 Pro in the back

Recognition: Dhruv Bhutani / Android Authority

Smartphone designs have come a long way in just over a decade. Full-screen displays, glass or high-quality plastic backs and metal frames are an integral part of today’s high-end devices. We even saw great designs from budget devices like the Poco M3, Pixel 4a, and Oppo Reno 5 Pro.

However, there has been an uncomfortable design trend lately and this is the move by some companies to brightly brand the back of their phones. No, we don’t just mean the company name on the bottom back of the phone, but rather the name or slogans that almost extend to the back of the device. Or just make the branding so prominent that it becomes the dominant design feature.

Bigger is not always better

Some of the most famous offenders in this regard are Realme, Poco, ZTE, and Honor. The most recent example we’ve seen is the ZTE Axon 30 series, where the Axon branding extends from the bottom of the devices to just below the camera body . To his credit, ZTE at least tried to incorporate the branding into the phone’s color scheme to soften the blow.

What’s also interesting is that the company offers unbranded green and black color options, which at least gives users a choice. Would you like a gold or white color option without the “Axon” name on the side? You have no luck. Check out the device below.

ZTE Axon 30 Ultra branding

Recognition: Hadlee Simons / Android Authority

Xiaomi-affiliated Poco brand is also another offender in recent times, although it trades size for notoriety compared to ZTE. Poco has stamped the company name in huge black letters on the lower third of the back of the Poco X3 and X3 Pro. Check out the earlier device below.

Xiaomi Poco X3 NFC held on to take a photo showing the back and the POCO branding

Recognition: Ryan-Thomas Shaw / Android Authority

Realme is hands down the most noticeable example, as phones like the Realme X7 series, Narzo 10A, and Realme 8 Pro (seen at the top of the page) have gigantic letters on their backs. The Vanilla Realme 8 in particular is the undisputed “winner” in this regard, as the branding is set in a gradient strip. Check it out below (the device on the left).

Realme 8 vs Redmi Note 10 rear logos

Recognition: Dhruv Bhutani / Android Authority

Even Honor has not been immune to this visually unattractive trend in the past, as its flagship Honor 30 Pro Plus for 2020 was adorned with “HONOR” on the back. It was a real shame too, as we thought the device was the company’s best phone yet (aside from Google issues).

Honor 30 Pro plus Review Hero

An alternative to sticky branding

We’re not entirely sure why companies have been taking this branding approach lately as we doubt most customers will forget the name of the OEM who made their phone. You could may be argue that it is a manufacturer’s pride, but it detracts from their design efforts by primarily having gigantic letters on the back.

However, that doesn’t explain the “Dare to Leap” tagline that appears on the back of many Realme phones. At this point you can also add “LIVE, LOVE, LAUGH” on the back of your phone.

There are many manufacturers who offer more subtle branding on the back of their phones, such as Google’s Pixel series, OnePlus devices, Apple iPhones, and Samsung. So, we’d definitely love to see manufacturers like Poco, ZTE, and Realme reach out to these companies for a lesson in terms of reluctance. You can view these examples below.

However, ridiculous branding is unlikely to be a deal breaker for most people as many consumers put their phones in their pockets. Hence, they may not notice the branding unless of course it’s a clear case. I also know that if it were an otherwise excellent device for the price that would meet all of my needs, I would probably go for a phone with a ridiculous tagline on the back.

What do you think of gigantic branding and slogans on the back of phones? Let us know by taking our survey below.

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