UMi will be rebranded, UMi Z to be the last phone under the old brand


The Chinese certainly seem to have a thing for rebranding. Letv rebranded to LeEco, Xiaomi to Mi (kind of officially), and now there’s another brand joining the boat – UMi.

In a statement, UMi announced that the brand will be rebranding to UMIDIGI. The new identity, in the company’s language, “clearly tells who we are, what we do, and our vision into the future. The previous success of smartphone products is the foundation upon which we thrive into more varieties of digital product lines, such as Robots, Smart Bluetooth Headset, Smart Home and beyond.
The Bauhaus inspired new logo design, adopts simpler stroke and form as to generate more technological perception and openness, and a hint on the Bauhaus tagline “form follows function”, a principle associates with modern industrial design.”

What’s more, the UMi Z will be the last phone under the old branding. Interestingly enough, UMi will follow it up with the UMIDIGI Z Pro, which will have the same SoC as the UMi Z — a Helio X27.

To make things a bit more interesting, the company will launch both these phones on the 4th of January.

That said, the rear camera setup will set the UMIDIGI Z Pro and the UMi Z apart — the former will have a dual-rear camera while the latter won’t.

The UMi Z is priced at $279.99, but a $60 coupon can be availed by the first 10,000 people.

Previous Xiaomi Mi6 due February, Meizu MX7 May
Next Huawei Nova gets an Obsidian Black colour variant

12 Comments

  1. goodwill
    December 27, 2016

    Should have just kept it at Umi. adding digi after umi just made it worst. haha

    • December 27, 2016

      I kind of agree with you

  2. Nicolas Marshall
    December 27, 2016

    Umi was better, Umidigi screams “another noname chinese brand”

  3. Muhammad Yasir
    December 27, 2016

    will prolly make more shitty phones and cut on on whatever good traits their phones had left over…

  4. goodwill
    December 27, 2016

    Should have just kept it at Umi. adding digi after umi just made it worst. haha

    • Yash Garg
      December 27, 2016

      I kind of agree with you

  5. Assefa Hanson
    December 27, 2016

    They complicated their brand name

  6. Wolvie
    December 27, 2016

    This is consider a stupid move because the brand “UMI” already recognized to many markets. When they change name then buyers will be confuse and possible run away.

    Umi brand is not bad at all, their build quality is there. but not sure about their support, etc

    Maybe Elephoney should consider to change their stinking brand soon once all the people know that all their products suck ass LOL.

  7. Nicolas Marshall
    December 27, 2016

    Umi was better, Umidigi screams “another noname chinese brand”

  8. Guest
    December 27, 2016

    will prolly make more shitty phones and cut on on whatever good traits their phones had left over…

  9. Assefa Hanson
    December 27, 2016

    They complicated their brand name

  10. Guest
    December 27, 2016

    This is consider a stupid move because the brand “UMI” already recognized to many markets. When they change name then buyers will be confuse and possible run away.

    Umi brand is not bad at all, their build quality is there. but not sure about their support, etc

    Maybe Elephoney should consider to change their stinking brand soon once all the people know that all their products suck ass LOL.