Honor rebrands with 'Dare to be' slogan and AI ambitions to rival Samsung and Apple
Honor has rebranded, swapping its longtime slogan "Go beyond" for "Dare to be" alongside a new graphic mark and a fresh brand color — Pantone 2193C, a deeper, more saturated blue. The announcement came on 23 July 2026 and signals a deliberate push beyond smartphones into what the company calls an AI device ecosystem. For UK buyers already using one of over three million Honor devices in the country, this is more than a paint job.
The look
The visual refresh pairs a redesigned wordmark with a new graphic symbol intended to improve brand recognition on shelves and in ads. The new Pantone shade replaces the lighter blue that appeared on boxes and marketing materials for years. Honor says the color better reflects "energy and self-expression" — standard brand-speak, but the move does bring the palette closer to the bold tones favored by competitors targeting younger buyers.
The AI pivot
Behind the new logo is a structural strategy shift. Honor calls it the "Honor Alpha Plan" — a three-phase roadmap covering on-device AI, a collaborative AI ecosystem, and eventual human-AI coexistence. In practice, phase one means deeper AI integration into MagicOS, the company's Android-based software layer, so phones can anticipate what you need before you ask.
The Magic 7 Pro, which launched in Western Europe in January 2025, already ships with Google Gemini built in and carries a seven-year Android update pledge — matching Samsung and Google's recent commitments. The Magic V5 foldable and the MagicBook Art 14 laptop followed in August 2025, expanding the ecosystem beyond phones.
The climb
Honor's numbers in Europe are harder to dismiss than its marketing. The brand grew 77% year-on-year in Q4 2024 and ranked fifth in Europe that quarter with around 4% market share. By Q1 2025 it had moved to fourth, posting 20% growth while the broader EU market contracted. In the UK, Honor sells direct via honor.com without carrier subsidies — a model that keeps prices transparent but limits visibility in high-street stores.
The "Dare to be" repositioning targets younger buyers who weigh brand values alongside specs. Whether a new slogan and a deeper shade of blue can convert that into premium sales against Apple's 52% UK share and Samsung's entrenched Galaxy ecosystem is the real test. The on-device AI features in MagicOS will need to deliver something tangible — not just a fresh coat of paint.