in

Goodbye “Leica Logo”!Huawei XMAG is here: another breakthrough in mobile imaging

“We have further condensed and summarized all the accumulation, practice and creation in the past, and formed a brand new brand.”

On July 2, Huawei officially announced the Huawei imaging technology brand XMAG. He Gang, chief operating officer of Huawei Terminal BG, said that this will be the exclusive logo of Huawei’s mobile imaging.

Goodbye

After Huawei ended its cooperation with Leica, the outside world has been curious about what the unique icon of Huawei Imaging will be in the next stage. Now, the answer is officially revealed.

Goodbye

The move is significant. The birth of XMAG not only announces the leadership and maturity of Huawei’s mobile imaging, but also represents a continuous breakthrough and commitment. As the industry’s first imaging technology brand, XMAGE can be said to have created a milestone moment in the branding of mobile imaging.

Goodbye “Leica Logo”!Huawei Imaging XMAG was born

Without the “Leica Logo”, does it mean that Huawei’s high-end imaging status has declined?

actually not. The success of Huawei Imaging today is far more than the simple Leica logo on the lens of the mobile phone.

Goodbye

In February 2016, Huawei and Leica reached a strategic cooperation. In the same year, Huawei P9 series became the first smartphone with Leica dual lens, which caused a sensation for a while.

Goodbye

At that time, the cooperation between Huawei and Leica was regarded as an example of cross-border cooperation. The linkage between mobile phone manufacturers and established optical companies has since become a popular trend. But at present, apart from the above two, there are no other successful cases. Most of the cooperation only existed for a wave when it was officially announced, and then disappeared.

Goodbye

The success of the cooperation between Huawei and Leica is essentially the mutual benefit of the two brands. The fast-growing Huawei mobile phone has encountered a bottleneck period of Leica, which is a boost for both parties, and each other has achieved each other.

In the process of cooperation, Huawei has absorbed the imaging capabilities and related technical experience of traditional industries, and also helped Leica to enter the mobile imaging circle and realize digital transformation.

Goodbye

But in the mid-to-late stage, especially in the past year or two, Huawei’s independent imaging innovation capabilities have grown rapidly. Independent and in-depth exploration and innovation in the field of computational optics, as well as comprehensive improvements in multiple dimensions such as user shooting experience and pain points, are its The trump card of the pioneers. Most of the user’s recognition of Huawei’s mobile phone imaging capabilities also comes from this, and the “Leica logo” effect has been greatly weakened.

As the saying goes, “all the past is a prologue”. Now Huawei chooses to use the XMAGE imaging brand independently to establish the future development direction of Huawei’s imaging technology, which is a matter of course.

Goodbye

The establishment of Huawei Imaging XMAG is also sending a clear signal to the outside world: Huawei still has the determination to continue technological innovation and constantly breaking boundaries, and the ambition and will to not be afraid of challenges.

The leader in mobile imaging: Huawei has established a full-link imaging technology system

As a pioneer in the field of mobile imaging, in the early stage of exploration, Huawei hoped to absorb the experience of traditional industries, so it cooperated with Leica to introduce the expression of color and tone into the field of mobile imaging.

Goodbye

However, with the progress and development of mobile imaging, the experience and technology from traditional industries can no longer meet the needs of Huawei imaging for further breakthroughs.

Goodbye

So Huawei began to explore new capabilities and took the lead in proposing “AI photography”. Based on the powerful computing power of the chip, the image quality was greatly optimized, making it possible for small lenses to break through the boundaries of optics and physics.

Goodbye

Super Night Scene allows users to gain more freedom and inspiration in the time dimension of creation. The dimension of photographic distance has also been continuously expanded in recent years. Super macro with a focus as close as 2.5 cm, and a moon mode as far as 380,000 kilometers away, these subjects that originally required special equipment to shoot, are now readily available to almost every Huawei mobile phone user.

Goodbye

Subsequently, cinema lenses allowed creators to put everyday stories on the big screen; primary color engines realized “what you see is what you get”; hyperspectral images captured the magical world beyond visible light; computational optics captured clear and sharp images.

Goodbye

High-standard optical design, unique filter technology, multi-frame image fusion algorithm… Hardware, software, and chips work together. Huawei has established a full-link imaging technology system from the dimensions of optical system, imaging technology, and image processing.

Behind Huawei’s ultimate imaging experience: technological innovation and user needs work together

From restoring true colors and perceiving light and dark details to breaking space constraints and capturing freeze-frame moments, behind the ultimate image experience of Huawei Imaging, in fact, the results of technological innovation and user needs are the result of continuous efforts and exploration to form a distinctive Huawei Imaging style experience.

Goodbye

From the dual-camera system of the Huawei P9 series to the portrait photography of the P10 series; from the super night scene mode of the P20 series to the periscope telephoto structure of the P30 series, to the full-time and full-focus ultra-clear images of the P40 series. Huawei’s image advancement bit by bit has provided in-depth insight into users’ needs and pain points for mobile images.

Goodbye

Taking portraits as an example, when Huawei P30 Pro was released, Huawei adopted a brand-new TOF camera for the first time in the industry, which realized the depth measurement of the picture when shooting, which can achieve better blur effect; Huawei P40 series is professional and multi-level. The combination of photosensitive elements and lenses has overcome more complex portrait environments.

Goodbye

By the time of the Huawei P50 series, it already has advanced computing power such as 10-channel hyperspectral sensor, computational optics, ultra-clear image engine, primary color engine, etc. Through accurate color capture and calculation, it can more realistically restore the makeup color of the characters, and even It can show the difference between different color numbers of export red, allowing Huawei portrait photography to achieve the evolution from clear shots to good shots.

In fact, as the arms race for mobile phone rear camera hardware specifications has reached a bottleneck, computational photography has become a breakthrough point to break the ceiling of mobile phone imaging capabilities, and it is also the main theme of future imaging development.

Today, Huawei has taken the lead in the field of computational photography. It has built an industrial technical specification for future computational photography from three dimensions: optical system, imaging technology, and image processing. milestone.

The trinity of innovation, experience, and culture: Huawei Imaging has become a school of its own

If technological innovation and the ultimate experience are the foundation for Huawei Imaging to promote the development of mobile imaging, the establishment of a high-end imaging culture is the catalyst.

From focusing on product performance to focusing on user needs, Huawei has begun to work on the humanistic spirit of mobile images, and is committed to strengthening the attraction of image culture value, and has built a new mobile image culture brand, Huawei’s new image NEXT IMAGE.

Goodbye

The Huawei New Photography Contest has greatly inspired mobile phone users to take pictures anytime, anywhere and share the beauty and fun in life. The Huawei New Image Community, which integrates photo social networking, events and professional tutorials, has created a new image for all mobile photography enthusiasts. An “image planet” that can be shared and communicated anytime, anywhere; Huawei’s new image Golden Rooster mobile movie project encourages more people to use their mobile phones to devote themselves to film creation.

Goodbye

Goodbye

In 2017, Huawei held the first new image competition. We can see that Huawei mobile phones are always chasing the goal of “making high-quality images no longer far from ordinary users”. In the Huawei New Image Contest in 2021, users from more than 170 countries and regions participated in the activities, with a cumulative number of submissions reaching 3 million pieces, and the number of interactions reached 1 billion times. It is reported that the 2022 New Image Contest will officially open on August 1.

Another breakthrough in moving images!Huawei’s next-generation flagship phone can be expected

From hardware competition, to cooperation with imaging brands, to the era of computational photography, the development of mobile imaging has reached a new stage. We have been thinking about what is the secret to making high-end images for mobile phones.

Today’s Huawei has already given the answer.

It is always full of curiosity, extreme innovation and perseverance that make Huawei Imaging lead the progress and leap in the field of mobile imaging.

Goodbye

It is foreseeable that the birth of Huawei’s imaging technology brand XMAGE will continue to break the boundaries of mobile imaging, meet the diverse needs of different users, and create more possibilities for mobile imaging. The cultural brand of Huawei mobile phones, Huawei New Image NEXT IMAGE, will also continue to evolve in multiple dimensions such as brand culture construction.

Huawei Imaging XMAGE and Huawei New Imaging NEXT IMAGE will jointly carry the banner of Huawei Imaging and continue to lead the breakthrough of mobile imaging.

Goodbye

Without “Leica” Huawei Imaging, it will be more high-end.

It is reported that Huawei’s next-generation flagship mobile phone will soon bring another breakthrough in mobile imaging, and we look forward to it together.

If you need to reprint, please be sure to indicate the source: Fast Technology

Share this: