Logo LeTV
From Baidu Images.

LeTV now known as LeEco, announced it will adopt a brand new logo and the new domain name “www.le.com”, with the launch of its new smart TV the Super TV X65, Chinese tech media DoNews reports on Wednesday.

The Chinese “Netflix” is a leading online video company in China, was founded in 2004. It got its start in the video streaming business, later expanding to a broader ecosystem with the production of smartphones, smart TVs, electric cars, VR headsets, and by providing Internet finance services.

The company’s new logo better reflects its current business direction. “Le” means “Joy” in Chinese. The new logo features the letter “L” entwined with the letter “E”. The four colors of blue, grey, red and green, stand for technology, culture and Internet in the LeEco ecosystem. The round dot at the center stands for EUI (Eco User Interface)) and its fans, the core of the LeTV ecosystem, the company said. The new domain name also features the letter “L” and the letter “E”.

In September the third generation of LeEco’s Super TV was released with six models, including the X40, X55, and Max65. Prices ranged from RMB 1699 (USD 266) to RMB 8499 (USD 1332).

With its super TV having gained in popularity it will launch the new Super TV X65 priced at RMB 4999(USD 759) on LeMall from January 19. The 65-inch 4K LED TV will be powered by the Mstar 6A928 processor featuring four 1.4GHz cores and a Mali T760 flagship GPU of four cores. It will feature 3GB of RAM and 16GB of storage space and will run its EUI 5.5 TV Springer system. TV thickness for the X65 will come at 10.2mm, which is 8mm thinner than the previous 3 Max 65.

At the press conference, Liang Jun, the president of Le Shi Zhi Xin, a subsidiary of LeEco, revealed its targets for 2016. Primarily, the company plans to sell six million Super TVs to lure a large screen audience. It aims to sell 15 million smartphones in 2016, more than three times its current sales volume. In 2015, the company sold four million smartphones with the release of its first smartphone last April.

LeEco has announced it will enter the U.S. market in 2016.

A correction was made Liang Jun is the president of Le Shi Zhi Xin, a subsidiary of LeEco.