Key facts
- Years active
- 2011–2017
- Founded by
- Jia Yueting
- Country
- China
- Headquarters
- Beijing, China
- Legal name
- Leshi Holding (Beijing) Co., Ltd.
- Website
- www.le.com
Brand Overview
LeEco operated as a Chinese conglomerate focused on video streaming through Le.com while pursuing an ambitious ecosystem strategy that included entry into the automotive sector. The company was officially established on 8 September 2011 in Beijing as Leshi Holding, building on the 2004 foundation of its predecessor Letv.
In 2014 LeEco announced the Super Electric Ecosystem Project, marking its official move into automobiles. This strategic shift led to the creation of LeSEE as the dedicated electric vehicle division in January 2015.
Brand Timeline
The history of LeEco reflects rapid expansion followed by corporate restructuring. Key events include reaching aggregate sales of approximately US$1.6 billion in 2014 and establishing the LeSEE automotive branch the following year.
In 2016 the company presented its first self-driving car concept named LeSEE along with other concept models including the Le Supercar and Le Car developed with Lotus engineering. International operations were rebranded from Letv to LeEco in January 2016.
Leadership changes occurred in 2017 when Jia Yueting stepped down and Sun Hongbin was appointed chairman. By July 2018 the company announced a rebrand of its Chinese name and updated its visual identity.
LeEco Logo Evolution
2011 – 2018: Original LeEco Logo
The original LeEco logo was used from the company’s founding through its period of aggressive expansion into new sectors. It represented the full ecosystem strategy during the launch of automotive initiatives between 2014 and 2016.
- Design: Modern typography paired with distinctive symbol
- Colors: Primary red and black palette
- Changes: Served as the consistent visual mark across video streaming, consumer electronics, and early automotive announcements
- Context: Embodied the LeEco Ecosystem during the Super Electric Ecosystem Project era
2018 – present: Updated LeEco Logo
The revised LeEco logo was introduced in July 2018 following significant leadership and structural changes. This update coincided with the rebranding of the company’s Chinese name to Lèróng zhìxīn.
- Design: Refined visual elements maintaining core brand recognition
- Colors: Updated application of brand colors
- Changes: New logo sign installed at Beijing headquarters
- Context: Represented the company’s new direction after divestment of several subsidiaries
Automotive Division
LeSEE served as LeEco’s official automotive brand under the Super Electric Ecosystem Project. Established in January 2015, the division focused on electric vehicle development including concept models unveiled in 2016.
The LeSEE concept car, Le Supercar, and Le Car represented the company’s automotive ambitions during this period. These efforts formed part of the broader ecosystem strategy though the division’s activities were largely impacted by later corporate changes.
Legacy
LeEco continues video streaming operations through Le.com while having divested several non-core assets following its 2017-2018 restructuring period. The 2018 logo update stands as the final documented change in its visual identity.
The company’s automotive legacy through the LeSEE project contributed to its overall brand history even as focus shifted after the leadership transition in 2017.
