On the second day of the presentation, Xiaomi unveiled a new company logo designed by Japanese graphic designer Kenya Hara. The brand logo now has more rounded edges.
Lei Jun, CEO of Xiaomi, explained that the company did not just change its shape from square to round, it also changed the inner spirit and mentality of the brand. The emblem symbolizes the agile nature of the corporation for the next decade. This is a new corporate visual identity that combines organic philosophy and the concept of Living. The branding aims to further strengthen the company’s position in the premium market while increasing brand awareness with a new symbol.
Designer Kenya Hara added that the new logo isn’t just a redesign of the shape. This is the embodiment of the whole Xiaomi concept. The company continues to live and develop. And this geometric figure is proof that the brand is ready for change and modernization. With a softer and rounder contour, the logo is more aesthetically pleasing. The corporate color remained orange to convey the liveliness and youthfulness of Xiaomi. It has become known that the designer will use black and silver as a complementary range for applications.
When designing the logo, Kenya Hara used the mathematical formula of the superellipse. The designer has achieved a visually optimal dynamic balance by adjusting the variables in the formula. Compared to a rectangular object, the circle has a more flexible shape, which is a perfect reflection of Xiaomi’s flexibility and its will to move forward.
The company is using a dynamic logo format for the first time. The updated version is not fixed at the four corners of the square, but is placed in the most appropriate place. This model reflects philosophical thinking, making the logo truly alive.
The company believes that the new logo will help to achieve leadership positions in the global market. According to the results of the fourth quarter of 2020, Xiaomi took the 3rd place in the world for the supply of smartphones. With an equal emphasis on innovation and quality, the brand tirelessly creates amazing products at affordable prices.
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