Xiaomi unveils new logo, brand identity

Tech major Xiaomi has come up with a refreshed new corporate visual identity, fusing 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. Xiaomi’s brand new logo was designed by a worldrenowned 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, it said in a statement. Corporate colour remains orange to continue to convey the liveliness and youthfulness of Xiaomi, it said. Black and silver will also be used as supplemental colours to accommodate high-end product line applications, it added. The concept of Alive is Xiaomi’s thinking and response to the turning point in the era of intelligent interconnectivity.