Xiaomi unveils new logo and brand identity

Smartphone and smart TV maker Xiaomi has announced a brand new corporate visual identity with a new dynamic logo.

With the new logo, Xiaomi wants to improve brand awareness. According to the tech giant, its new corporate identity is the amalgamation of organic philosophy and the design concept “Alive.”

The China-based giant announced the new dynamic logo and the idea of “Alive” via an official blog post.

Xiaomi said that its “refreshed new corporate visual identity” will help “strengthen Xiaomi’s foothold in the premium market while raising brand awareness with its audiences through its new dynamic logo.”

Further, Xiaomi states that the new logo has adopted a new “dynamic logo format for the first time” in the industry. This essentially means that as the new logo has more rounded corners now, it automatically adapts to any content without perfect alignment. As a result, it can be placed at the most suitable position on a product or any content.

In the logo, the old square has been replaced with a squircle (the shape in between a circle and a square). Basically, it now has rounded corners. That's the only change.

The logo’s corporate colour remains Orange as it conveys the brand's youthfulness and liveliness, the release added.

The company will use black and silver as supplementary colours.

Xiaomi’s brand new logo is designed by a world-renowned designer, professor of Musashino Art University and the President of the Nippon Design Center (NDC), Kenya HARA.

Kenya HARA used the “superellipse” mathematical formula when designing the logo of Xiaomi. 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.