Today Xiaomi held the second part of its big presentation Xiaomi Mega Launch and presented its
What changed
But don't expect any drastic changes. The company still uses the orange color and the MI inscription, only now the logo is not square, but has rounded edges.
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The new corporate identity was developed by Japanesegraphic designer Kenya Hara. According to company representatives, they wanted a more flexible look at their corporate identity, which symbolizes its fluid nature in the next decade.
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As the designer himself noted, the goal was to make the logo "alive".
"With a softer, rounded contouraround the corners of the previously square logo, together with MI's redesigned typography, the new logo is now more aesthetically pleasing. The corporate color remains orange to continue to convey the vibrancy and youthfulness of Xiaomi. Black and silver will also be used as complementary colors to highlight the uses of the high-end product lines,” Xiaomi said in a press release.
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Xiaomi introduced a new “live” brand identity
Paving the way for the premium segment and growing brand awareness in the next decade
March 30, 2021, Beijing, CHINA– World leader in technologyXiaomi has announced an updated corporate visual identity, combining organic philosophy with a "living" concept. design concept. The updated branding aims to further strengthen Xiaomi's image in the premium market and increase brand awareness among the audience thanks to the new dynamic logo.
Designed by Kenya HARA
Xiaomi's new logo was designed globallyrenowned designer, professor at Musashino University of the Arts and president of Nippon Design Center (NDC) Kenya HARA. Featuring a softer, rounded outline at the corners of the previously square logo, coupled with redesigned "MI" typography, the new logo is now more aesthetically pleasing. The corporate color remains orange to continue to convey the vibrancy and youth of Xiaomi. Black and silver will also be used as additional colors – to highlight the uses of high-end product lines.
When designing the Xiaomi logo Kenya HARAused the mathematical formula “superellipse”. Although there are an infinite number of intermediate shapes between a square and a perfect circle, the designer achieved a visually optimal dynamic balance by selecting different variables in the formula. Using n=3 helped achieve the perfect balance between square and circle, embodying the core aspect of being alive, resulting in the new Xiaomi logo we see today. Compared to a rectangle, a circle – it is a more flexible form, a perfect reflection of Xiaomi's flexibility, resilience and will to move forward.
Bringing Philosophical Thinking Into New Design
Kenya HARA proposed a very important"live" design concept for Xiaomi. He believes that Xiaomi's innovative technologies have brought convenience and offer people the opportunity to have optimal control over their lives and take into account any changes in the environment. "Live" the concept interprets Xiaomi's philosophy from a visual point of view, giving the brand a visual image filled with life: people are alive – technology was created by people – This means that the technology is also alive. Technology will always meet the needs of life.
Dynamic logo placement – a logo that feels “alive”
Xiaomi adopts the new format for the first timedynamic logo, breaking the traditional brand logo rules used previously. The new logo is not fixed to the four corners of the square, but instead adapts to the content and is placed in the most appropriate position. The new dynamic logo corresponds to its philosophical idea, which makes it truly “alive”.
"Live" concept — ThisXiaomi's thinking and response to the inflection point in the era of intelligent connectivity. As a technology company, Xiaomi strives to bring more innovations around the world, and it is important for the brand to evolve with its users. As Xiaomi develops rapidly, the brand is also making more friends along the way. Xiaomi opens a new decade by expanding its presence – from mass segment to premium, from technology to art space, from online to offline networks and all over the world. And this new brand identity will help Xiaomi enter the coming decade.