After having a great start, LeTV has decided to make some drastic changes as part of its global expansion plans. The popular Chinese company has announced its new brand identity at an event in China at its Global Brand Upgrade press conference, alongside unveiling a new logo.

As of now, the company will be called LeEco and a new logo now consists of two letters, "L" and "E". The four strokes which comprise "LE" represents one of the four tiers of the Le Ecosystem, including Platform, Content, Device and Application. It has also changed the website domain, from Letv.com to Le.com. The first country to enter in 2016 will be India, where the company will its Le Max Pro smartphone on January 20.