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ID · CMF · BRAND DESIGN LANGUAGE EVOLUTION

Flagship Concept

概念旗舰

Realm of Light and Shadow: restrained within, tension revealed.

Redefining the Performance

Contextual brand environment

iQOO carries a powerful performance foundation and esports DNA. For a new generation of high-achieving users living amid information overload, the design strategy shifts from overt expression to restrained subtlety. By breaking beyond the brand's established audience boundaries, it adopts a rational, clean visual language to offer order and calm within anxious modern life.

Minimalism Order Tech-craft

Form, Reshaped by Light

Inspired by the sculptural balance of Andreas Christen.

Geometric purity and controlled light became the foundation of the design language.

Inspiration reference

Order and Identity

The rectangular camera module continues iQOO’s recognizable design language.

By simplifying the black module and metallic plate, the rear cover is integrated into a cleaner surface.

Minimal corner radii and sharp linear details define a rational functional layout, creating a highly balanced sense of visual order.

Linear tension emerges through fading ridge lines, creating a subtle sense of speed and energy.

Fading ridge line concept
ID concept frame 1 ID concept frame 2 ID concept frame 3 ID concept frame 4 ID concept frame 5 ID concept frame 6 ID concept frame 7 ID concept frame 8 ID concept frame 9
iQOO × BMW M Motorsport collaboration visual

As an official global top partner of BMW M Motorsport since 2020, iQOO carries a strong connection to speed, performance, and racing culture.

This collaboration becomes the foundation for the CMF's "BMW Legend" direction, translating motorsport energy into a more refined flagship expression.

White CMF frame base
Black CMF frame base
Blue CMF frame base
Three color CMF summary

From Exploration to Prototype

Selected fragments from high-precision model making and CMF testing.

The final prototype was realized through multiple rounds of material testing, frame tuning, assembly correction, and high-precision factory model making.

Prototype process visuals
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