LG trademarks show the company has a new flagship naming scheme in store

LG trademarks show the company has a new naming scheme in store
Despite the troubles LG is facing on the smartphone market in recent years, the company remains motivated to be one of the big players in the industry. LG keeps looking for the right formula that will capture people’s attention once more and it seems there will be at least four more attempts to do that.

That is, if the company manages to make use of all the smartphone names it just received a trademark for, as LetsGoDigital informs us. Earlier this year, LG released the G8 ThinQ. The G9, next year’s model, is surely under development by now, which means it’s high time for the company to make sure it has the proper rights for the models beyond that.

And it did just that, as it becomes clear from the database of the Korean Intellectual Property Office. The institution granted LG four trademarks for products classified as smartphones: G10, G20, G30 and G40. This means that LG is planning to take the Huawei route when it comes to flagship naming and skip on boring numbers like 11 and 12. 

Why do companies do that though? Well, there are a couple of obvious reasons. First, numbers like 10, 20 and so on are rounder and easier to remember by consumers, which makes marketing efforts easier as well. The other reason is a lot more basic: it just sounds “more”. When users unfamiliar with the market choose their new phone, even a small thing like the number of the model being larger than that of the competitor can sway them to pick a certain brand’s device.

But there might be more to this change. Currently, LG's other flagship line is using these numbers, the LG V50 being the latest one. Rumors have been circling for a while that LG is planning to merge the two lines. Perhaps that will happen in 2021 with the release of the LG G10. That would make sense if LG plans to keep the V series as the exclusively 5G capable smartphones for another year. By 2021, however, 5G will likely be standard on all flagships, making one of the series unneeded (some have been arguing that case for a while anyway).

What’s not clear from these trademarks is if LG will keep the cumbersome “ThinQ” as part of the name of its future flagships. While it’s not mentioned in the applications, LG can always slap it next to the new names. Hopefully, though, that won’t be the case and the new “decimal” generation of LG flagships will come with shorter and cleaner names.

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