5G gets a rebrand

The 3GPP has unveiled the official 5G brand, in apparent resignation to the inevitability of everyone banging on about 5G regardless of whether it officially exists.

Now there is nothing to restrain rabid telecoms marketing professionals from coating every minute gesture made by their employers with a wash of 5G-ness. ‘If you like 4G you’re going to love 5G’ is the thought process driving marketers into a frenzy of messaging and evangelising. It’s one more you see. 5G is one better than 4G – what’s not to like?

As if they needed any further encouragement the 3GPP is actively encouraging indiscriminate use of the logo. “Implementers wishing to declare conformity to the 3GPP specifications may mark their equipment and documentation with the 5G logo,” urges the announcement.

“The permission to use the 3GPP 5G logo does not involve or imply any certification by the partners in 3GPP or the 3GPP community that the products or services of manufacturers or service providers actually comply with the 3GPP specifications. It is intended simply and only to provide a basis of reference for users, network operators and other manufacturers and service providers.” So do what you want, essentially, bar a few design guidelines that will presumably be taken with a pinch of salt.

The only parameter offered is that 5G seems to officially apply to 3GPP release 15 onwards, which isn’t expected to appear until late 2018, so if you see anyone use the logo before then, grass them up to the 3GPP.

The design rationale is as follows: “The logo has a new wave pattern, but is a development of the existing LTE waves, using the green of the LTE-Advanced Pro version. The idea is to keep a familiar design aspect with the use of plain black text and textured waves, but to make the logo stronger and sharper – ready for use on the new radio and next generation core specifications for 5G.” Fair enough.