Back when BlackBerry 10 launched, the company introduced two awesome smartphones, the Z10 and Q10. Over the next year, BlackBerry would bring out the Q5, and the Z30, and in early 2014, the Z3.
The idea behind the branding of these devices was simple: a Z in the name meant the device was an all-touch smartphone, while a Q in the name represented a physical QWERTY keyboard was present instead. This branding convention was modeled after high-end luxury cars, and since BlackBerry has always stood for luxury and success, it fit perfectly.
This was a big change for what BlackBerry fans were used to with legacy BBOS devices. The ‘Bold’ name was iconic, and just gave off importance when you heard it. The ‘Curve’ name was incredibly popular, and is still to this day the most well-known BlackBerry lineup in the world. Between 2013 and 2014, we’ve gotten used to the new names. They kind of just flow now.
BlackBerry’s two latest devices, however, have not followed the BB10 branding structure. The Passport and the Classic have had their own distinctive and cool names, but to be honest, many of us have thought BlackBerry would return to its original BB10 naming order this year – at least with the all-touch devices.
With new information leaking out late last night that the codenamed Rio device will more than likely be called the BlackBerry Leap, it looks more and more like BlackBerry is going back to a more conventional naming style and ditching the Z and Q patterns we’ve come to know.
This is obviously not a huge deal in the overall picture, but it does make us wonder why the change is happening now. The Z and Q branding didn’t really help get BlackBerry 10 off the ground, and since the latest OS 10.3.1 update really is so far ahead of what was originally launched, maybe it’s not a bad idea to switch it up when it comes to brands.
Maybe CEO John Chen prefers regular names over letters and numbers, and feels that can help the company sell more handsets. He did emphasize to us very strongly that the Classic’s name was staying and to stop calling it the Q20 way back when we first learned about that device. Whatever the reason behind the change may be, it looks like it’s sticking.
A lot of BlackBerry owners out there really disliked the Z and Q branding too. I’m guessing they won’t be heartbroken by the changes that BlackBerry seems to be implementing in its device marketing strategy going forward.
Are you a fan of the Z and Q brands? Or, do you prefer BlackBerry to go back to its roots with their phone brands?