The brand new Moto X smartphone is official, and coming soon. While we won’t be able to get our hands on the new device until late August, we’ve learned everything and then some at Motorola’s event today in NYC. Just like countless leaks suggested, this phone will be completely customizable with 16 different colors. Customers will be able to design their own phones, this will all be free, but sadly it’s an AT&T exclusive.

While you won’t be able to truly customize every aspect of your phone, Google and Motorola will be offering something similar to Apple’s iPod engraving, plus tons more. The new website will be live shortly, and you’ll be able to order your custom AT&T Moto X with some added dazzle.

MotoMaker customizations will be completely free, and will come with a 14 day (30 in California) return policy should you not like the colors you’ve chosen. So what about these colors? The Moto X comes in Kevlar coated woven white and black colors with instant availability, but the MotoMaker site will give AT&T users 16 brand new colors to choose from. On top of that, they’ll also over 7 different color of trim, or accents, to make it extra fancy. You get to pick the color, accent, memory (16 or 32), wallpaper, and engravings.

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Users will be able to sign or get custom engravings on the bottom back, which again, will also be free. The bundled headphones with the Moto X will be color matched, and you’ll be able to see live samples right in AT&T stores nationwide.

So how does this all work? You can get a regular Moto X from an AT&T store, but if you want a customized smartphone you can do so in-store, or take a pin code home to apply to the new website. From here you’ll be able to customize everything mentioned above, and submit. From here, Motorola will custom build, assemble, and ship your smartphone all from the US. Oh, and the best part is Google and Motorola are promising every custom phone will arrive within 4 days. We’ll see if that holds true.

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The Moto X backplates are not user replaceable, and will be done at the factory only. Just like leaks suggested, Motorola is testing multiple different custom backs such as wood and ceramic, and we’ll be learning more about what options will become available starting in Q4 of this year. These customizations should also become available in Best Buy stores, as well as for the other 4 major carriers later this year.

So recap. You can customize your Moto X with 16 different colors, 7 trim colors, engravings, wallpaper, and more all from a simple to use website, and Motorola will ship the newly built custom design direct to you in 4 days. All completely free with a no questions asked 14 day return policy. Sign me up!