Xiaomi introduced an updated logo

Today Xiaomi held the second part of its big Xiaomi Mega Launch presentation and presented its

updated design.

What changed

But don't expect any drastic changes. The company still uses orange color and the MI lettering, only now the logo is not square, but with rounded edges.

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The new corporate identity was developed by the Japanesegraphic designer Kenya Hara. According to company representatives, they wanted a more flexible look at their corporate identity, which symbolizes its agile character in the next decade.

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As the designer himself noted, the goal was to make the logo "alive".

“Thanks to a softer, rounded contour along thethe corners of the previously square logo, together with the redesigned MI typography, the new logo is now more aesthetically pleasing. The corporate color remains orange to continue to convey the liveliness and youthfulness of Xiaomi. Black and silver will also be used as complementary colors to accentuate the use of high-end product lines, ”reads a press release from Xiaomi.

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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 Xiaomi technologyannounced a revamped corporate visual identity, combining an organic philosophy with a "living" design concept. The updated branding aims to further strengthen Xiaomi's image in the premium market and increase brand awareness among audiences with a new dynamic logo.

Designed by Kenya HARA

The new Xiaomi logo has been designed worldwiderenowned designer, professor at Musashino University of the Arts and president of Nippon Design Center (NDC) Kenya HARA. With a softer, rounded edge at the corners of the previously square logo, together with redesigned MI typography, the new logo is now more aesthetically pleasing. The corporate color remains orange to continue to convey the liveliness and youthfulness of Xiaomi. Black and silver will also be used as complementary colors to accentuate the use of high-end product lines.

When designing the Xiaomi logo Kenya HARAused the mathematical formula "superellipse". Although there are an infinite number of options for intermediate shapes between a square and a perfect circle, the designer has achieved a visually optimal dynamic balance by choosing different variables in the formula. The use of n = 3 helped to achieve the perfect balance between the square and the circle, epitomizing the main aspect of "living", resulting in the new Xiaomi logo that we see now. Compared to a rectangle, a circle is a more flexible shape, which is the perfect reflection of Xiaomi's flexibility, resilience and will to move forward.

Bringing Philosophical Thinking Into New Design

Kenya HARA offered 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. The “living” concept interprets the philosophy of Xiaomi from a visual point of view, giving the brand a visual image filled with life: people are alive - technology is created by people - so technology is also alive. Technology will always meet the needs of life.

Dynamic logo placement - a logo that feels "alive"

Xiaomi adopts a new format for the first timedynamic logo, violating the traditional rules of using the brand logo that were used in the past. The new logo is not anchored at the four corners of the square; instead, it adapts to the content and is placed in the most appropriate position. The new dynamic logo responds to its philosophical idea, which makes it truly "alive".

The “living” concept is the thinking and reaction of Xiaomiat a tipping point in an era of intellectual interconnection. As a technology company, Xiaomi is committed to driving more innovation globally, and it is important for the brand to grow with its users. As Xiaomi is developing rapidly, the brand is also making more friends along the way. Xiaomi opens a new decade, expanding its presence - from the mass segment to the premium, from technology to art space, from online to offline networks and around the world. And this new brand identity will help Xiaomi enter the coming decade.