LG to kill Optimus branding -- starting with G2 flagship

On Thursday, South Korean tech giant LG announced that its upcoming Android smartphone flagship will not feature the company's well-known Optimus branding, but is instead set to receive the "G2" name.

According to LG, the new G branding will be used in all of its future "premium phones", with existing devices to retain their current monikers. Similarly, the maker's 4:3 handsets (from the Optimus Vu series) will be renamed as "Vu". Why? Well, this is done in order for new flagships to kick off with a clean slate, and, therefore, establish an undiluted brand going forward.

"Our vision is to make LG's newest G devices synonymous with excellence, raising the bar even further for the ultimate in user experience", says LG CEO Jong-seok Park. "The new G2 will build upon the excellent reputation established by previous G Series products".

LG has also used the Optimus branding for its late Windows Phone lineup (with devices like the Optimus 7 and Optimus 7Q) and for lesser Android lineups, called Optimus F, L and One (the first of which was unveiled in late-February).