How Motorola is redesigning smartphones with Pantone

What does emotion look like on a phone?

It’s no secret that the excitement men experience when they get their hands on a new gadget is different to that of a woman. The attitude is divided, with one side focusing its attention on the technical details and the other more on aesthetical features.

Motorola is taking the best of both worlds, aiming to deliver next-gen devices that will meet customer needs.

Recently, this effort has been complemented by the partnership with Pantone Color Institute™. Motorola seeks to deliver creative and inspiring products to its customers that will create a strong emotional connection with past and future experiences of users, as well as being at the forefront of technology, implementing state-of-the-art technologies and features.

Pantone Art-min


Motorola is putting a lot of attention into technical details and elements that can provide a better consumer experience, but product design engineers felt that there was an element missing.

Questions such as: “How can we quantify emotions using colours?” and ”How could we offer our customers the best product experience?” have been answered through Pantone’s 55 years of experience.

“By combining our consumer and innovation-focused technology leadership with Pantone’s expertise in colour trending, forecasting and market research, we will provide our consumers with another valuable method to express themselves through our devices.”

Ruben Castano, Motorola Executive Director of Customer Experience, discussing the partnership between Motorola and Pantone Color Institute™
motorola edge pantone-min

First results in terms of colours

The Very Peri shade has been designated “Color of the year 2022” and was featured on Motorola Edge 30 Neo. It is a colour with carefree confidence and a novel presence that inspires dreamers and empowers creators. It is complex yet has mass appeal. It is the most appropriate colour to dissolve the lines and forge bonds between generations, genders, and cultures in a new decentralized world.

The 2023 colour of the year Viva Magenta is featured on the Motorola Edge 30 Fusion. This is the merging of the virtual and the physical. With strong notes of red, Viva Magenta is inspired by nature and technology, revealing multiple dimensions. Viva Magenta highlights how consumers are using electronics to enhance their personalities and to better express themselves, a sentiment that is perfectly aligned with the ethos of Motorola.

Motorola designers will be working closely with the Pantone Color Institute™ as they continue to develop the partnership and incorporate colour psychology and strategy into its upcoming portfolio.

Motorola RAZR –  legacy made better

Innovation requires, at first, research and development, but in today’s world of phones, there are a few things that can still be discovered. Starting with an unparalleled technological legacy, Motorola is the brand that launched the first clamshell phone model in the world – Motorola StarTAC, in 1996.

With a minimalist design, portable and lightweight, the StarTAC experienced growing popularity since its launch, quickly becoming one of the favourite models of the few (at the time) GSM phone users. But this was only the beginning for the pioneering company that will later become again an innovation leader in this industry, launching a successor for the very first clamshell – the RAZR V3 phone. 

RAZR, which was initially developed to be a fashion-bound product, has quickly become a star among customers, being the best-selling clamshell phone in the world, with 130M units – to date.

The unique, bold design with its impressive thin body and the electroluminescent keyboard was a blast. Packed underneath a single metal plate, this piece of art was powerful enough to leave competitors behind in terms of both style and tech.

The new hit among GSM phone competitors had the very best at that time, even a fast mini-USB connector for universal compatibility and versatility, while packing an extensive palette of colours, from Gunmetal Gray and Dark Blue to Chrome Green and Purple.

Once more, Motorola demonstrated its commitment to delivering products to meet a broader demand of customers, with a variety that even included a product (RED) version of the RAZR – one of the few products in history able to feature this “colour”. 

Today’s RAZR continues this legacy to a completely new level with the latest technologies, camera capabilities, high-quality materials, and amazing colours. 

Motorola & BRAND MINDS are empowering world-changers to achieve their greatest potential in 2022

Motorola is a trusted leader in mobile communications, building on a 90-year legacy of craftsmanship and expertise.

The company is centered on its desire to bring meaningful, reliable, high-quality technology to consumers.

Where others see challenges, Motorola sees opportunities to drive significant change and set the bar higher.

Motorola and BRAND MINDS are similar in their mission: empowering world-changers to find their edge and unleash their potential.


Coming together on the global business stage, Motorola and BRAND MINDS show world-changers where their next step should be and how to achieve their goals and aspirations.

For this year’s edition, we are happy to announce that Motorola is also one of the sponsors of BRAND MINDS 2022.

Motorola exists to design, create, and deliver useful innovations to people around the world and to transform the way they discover, share, and connect with the world around them.

Since 1928, Motorola has been determined to bring innovation to the industry, and now as part of Lenovo Group Holdings from 2014, Motorola continues to provide people around the world with the intuitive mobile services needed to make everyday life optimistic and enjoyable for everyone.

Răzvan Sturza, Mobile Business Group Lead Motorola România

Răzvan Sturza, Mobile Business Group Lead Motorola România

Motorola in the local market

“On the Romanian market, Motorola has become one of the main smartphone players bringing together products with key specifications at the best prices.

Particularly in 2021, Motorola has extended the business to several players in the retail & e-tail market and has announced several new products that completed the portfolio, from entry-level smartphones, like MOTO E family, mid-range with MOTO G family, to premium devices like those from EDGE.

More than that, Motorola is the first to bring to the market devices with the newest technologies for Romanian customers in terms of performance and design.”

Răzvan Sturza, Mobile Business Group Lead Motorola România


Motorola – The best security solutions for business

In addition to smartphones, Motorola also delivers some of the best security solutions for the business environment.

Security is at the heart of the product life cycle at Motorola. With ThinkShield for mobile, Motorola is providing 360° business-grade protection to enterprise customers, starting with built-in security features from its trusted supply chain, adding in a chain of trust with hardware and a Clean OS, and delivering advanced security and manageability through optional AI-based solutions like Moto Threat Defense by Zimperium and moto OEM config.

As a result of the efforts in this segment, in 2021, Motorola has been selected as the ‘Mobile Security Solution Provider of the Year’ by Mobile Breakthrough, a leading independent market intelligence organization that recognizes top companies, technologies and products in the global wireless and mobile market.

Use Six Sigma Framework to reduce costs and improve quality

Are you looking to reduce costs and improve quality? Use the Six Sigma business framework!

  1. What is the Six Sigma framework?
  2. What are the two Six Sigma methodologies? DMAIC and DMADV explained
  3. How do you calculate Sigma?
  4. What are the primary objectives of the Six Sigma framework?

What is the Six Sigma framework?

Six Sigma is a business framework that provides an organization with two methodologies to reduce costs and improve quality thus enhancing the profitability of the business.

These two methodologies are DMAIC and DMADV.

What does the term Six Sigma mean?

The term Six Sigma means six standard deviations from the average.

A Six Sigma level of performance has 3.4 defects per million opportunities (3.4 DPMO).

How do you calculate Six Sigma?

Here’s how to calculate the Six Sigma level of quality:

Who created the Six Sigma framework?

If you want to improve something, involve the people who are doing the job.

Bill Smith, the “father of Six Sigma”

The Six Sigma business framework was developed in 1986 by quality assurance engineer Bill Smith during his employment at Motorola.

At the time, Motorola top management was frustrated with the quality of the brand’s products.

Bill Smith convinced Bob Galvin, the CEO of Motorola at that time, that improvement of their products was possible and he proposed Six Sigma.

With Six Sigma, Bill’s goal was to improve manufacturing quality by identifying and removing the causes of defects and minimizing variability in manufacturing and business processes.

Six Sigma was a huge success by reducing the defects to 1/100th in four years.

Two years after the new strategy was implemented, Motorola won the prestigious Malcolm Baldrige National Quality Award.

Between 1987 and 1997, Motorola reported the following results:

  • 5x growth in sales
  • 20% increase in profits per year
  • $14 million saved
  • the stock price compounding to an annual rate of 21.3%

In 2005, Motorola attributed over $17 billion in savings to Six Sigma. Other global companies began implementing the Six Sigma method throughout the 1990s such as Honeywell and General Electric which led to the widespread adoption of this novel and effective business strategy.

What are the two Six Sigma methodologies? DMAIC and DMADV explained

DMAIC methodology is used to improve an existing business process.

DMADV methodology is used to create new processes in order to achieve customer needs.

Both DMAIC and DMADV help the organization to achieve the following essential goals:

  • Reduce the number of defects to less than 3.4 per million opportunities;
  • Find quality-related solutions to problems using data and statistical tools;
  • Meet financial and business objectives.

DMAIC is the acronym for:

DDefine the objective of the project, create the team who will complete the task, select the process the team will be improving, identify and measure the impact the problem has on the customer.

MMeasure the performance of the process by creating and executing a data collection plan that provides reliable and significant data. Identify the variance that needs to be eliminated in order to improve the business process.

AAnalyze the collected data and identify possible causes of the problem. In this phase, the team is able to quantify the financial benefit of solving the problem.

IImprove. Now that the problem has been identified, it is incumbent upon the team to find a solution to improve and optimize the business process. The team then tests this proposed solution to see if it is effective and financially viable.

CControl. In this phase, the team documents the new solution that they have created so that it can be passed on to process owners. The project team then implements the solution according to the timeline and key milestones they have developed. Once the solution has been implemented, the project team monitors it for several months and if it meets performance expectations turns it over to the process owner.

DMADV is the acronym for:

DDefine design goals that are consistent with customer demands and the enterprise strategy.

MMeasure and identify CTQs (characteristics that are Critical To Quality), measure product capabilities, production process capability, and measure risks.

AAnalyze to develop and design alternatives

DDesign a business model that helps meet the customer’s needs

VVerify that the new business model helps meet the customer’s needs, set up pilot runs, implement the production process and hand it over to the process owners.

What are the primary objectives of the Six Sigma framework?

The primary objectives of the Six Sigma framework are the following:

  • Identify and reduce errors
  • Increase the efficiency of business processes
  • Achieve customer satisfaction
  • Design new processes
  • Improve the performance of a product

Sources: sixsigmadaily, shmula

Join the Conversation

We’d love to hear what you have to say.

Get in touch with us on our LinkedIn PageFacebook Page, Twitter or TikTok.

BRAND MINDS premium announcements straight to your inbox

Subscribe and get 5% discount for tickets

    You agree to our terms and conditions.

    OK, I agree to receive the BRAND MINDS newsletter with information from industry leaders and business experts. The content is related to ultimate technologies, marketing trends and updates about BRAND MINDS events.

    OK, I agree to receive the latest info and offers for BRAND MINDS events when I am surfing on other websites as well. For this, I agree to allow cookies and other online digital marketing tools to personalize site content, social media features and to analyze the traffic by sharing my navigation status with BRAND MINDS SRL advertising and social media partners such as, but not limited to, Meta, LinkedIn and Google.

    × WhatsApp Help