LG Velvet is the name of the company's upcoming smartphone

LG has revealed a new naming scheme for its upcoming smartphone: LG Velvet. The latest move marks the company's transition from its alphanumerical designations, namely the LG V and LG G lineups.

Last week, the Korean smartphone maker teased its new phone design language that features a "Raindrop" camera along with symmetrical front and back curves. That means its upcoming device will incorporate three cameras and an LED flash, arranged at the back in descending order by size "meant to evoke images of falling raindrops." The new branding strategy is also "intended to evoke images of lustrous smoothness and premium softness, two key characteristics of the new phone."

Regarding the new naming scheme, Chang Ma, Senior Vice President of Product Strategy at LG Mobile Communications Company, said:

“Our new branding reflects current trends of addressing the unique personal tastes and emotions of the individual with a greater emphasis on design. It’s a more intuitive approach that we are confident will resonate with today’s consumers and help us to establish a clearer brand identity.”

Further, LG says the new name represents "familiar and expressive names that will help the consumer capture the essence of the device best suited for his or her personality and ever changing trends."

It's not clear whether this will mark the end of LG's current series of smartphones like the G and V series. There's also no word on the release date for the LG Velvet, but an earlier report from South Korea suggests the company could unveil a new device on May 15.

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