Today, LG unveiled what easily qualifies as its nicest, most refined, and most promising smartphone of all time. The LG V30 ticks almost all the design, spec, and feature boxes while deftly avoiding the gimmicks that have plagued LG’s previous efforts. And just as this moment in the global spotlight arrives for LG, the logo most of the world will see is that of Bang & Olufsen. What the hell? In the United States, LG will distribute the V30 with its “V30” graphic featured in the middle of the phone’s back. In other places, that spot might be occupied by network operator insignia, but for the majority of markets, the big, round, and utterly classic Bang & Olufsen logo will be the one most closely associated with the V30. LG has a partnership with B&O that saw the latter produce a hi-fi audio module for the G5, and just this week Bang & Olufsen’s first OLED TV was an LG panel augmented with some of that Danish design and audio engineering. Inside the LG V30 box, there’s a pair of B&O Play (Bang & Olufsen’s more affordable consumer brand, which, confusingly, still uses the B&O logo) earphones that are tuned specifically to sound great from the V30. LG even makes some unspecific claims about B&O Play contributing to tuning the audio system inside its awesome new smartphone. So, sure, the Bang & Olufsen brand can be on the outside of the V30, I don’t have a problem with its presence — I’m just a bit shocked by its prominence. When HTC owned Beats, it put the audio brand’s logo on its phones under flimsy pretences, but at least it tucked it down at the bottom by the spot where regulatory and certification labels reside on most devices. Huawei decorates the camera lenses of its phones with the Leica brand, but the biggest name on any Huawei phone is still, you know, Huawei. LG has inverted that: it has put B&O where the LG graphic belongs, and it has relegated its own branding to the “credits” at the bottom rear of the phone. A Bang & Olufsen phone by LG, as it were. I know some might argue that this is just good self-awareness from LG, which definitely doesn’t have the brand cachet of B&O and whose device might thus be better received with the Danish audio experts’