Xiaomi has announced a refreshed new corporate visual identity, which, as per the company, fuses organic philosophy with the design concept of “Alive”. “This new branding aims to further strengthen Xiaomi’s foothold in the premium market, while raising brand awareness with its audiences through its new dynamic logo,” says company in a statement. The company inveiled the new logo at a product launch event in China.
Xiaomi’s brand new logo has been designed by designer, professor of Musashino Art University and the president of the Nippon Design Center (NDC) Kenya HARA. “Adopting a softer, rounder contour on the corners of the previously squared logo, along with redesigned “MI” typography, the new logo is now more aesthetically pleasing. Corporate color remains orange to continue to convey the liveliness and youthfulness of Xiaomi. Black and silver will also be used as supplemental colors to accommodate high-end product line applications,” adds Xiaomi in the media release.
Kenya HARA used the “superellipse” mathematical formula when designing the logo of Xiaomi. Describing the new logo, the release adds, “While there are infinite options between a square and a perfect circle, the designer achieved a visually optimal dynamic balance by adjusting the variables in the formula. Using n=3 struck the perfect balance between a square and a circle, epitomizing the core aspect of “Alive”, resulting in the brand new Xiaomi logo we see now. Compared with a right-angled object, a circle is a shape that is more agile, which is the perfect representation of Xiaomi’s flexibility, relentlessness and its will to move forward.”
Founded in April 2010, Xiaomi is said to have opted for a new dynamic logo format for the first time.
Earlier this week, Xiaomi has formally announced its entry in the automotive industry with a new smart electric vehicle (EV) business. The company announced this in a filing. The company will initially invest 10 billion yuan ($1.52 billion) in the wholly-owned subsidiary, with a total investment goal of $10 billion over the next ten years.
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