|Xiaomi New Logo|
Xiaomi has announced an updated new visual corporate identity, which, according to the company, combines the organic philosophy with the "Alive" design concept. "This new branding aims to further strengthen Xiaomi's position in the premium market, while at the same time increasing brand awareness among the public. The new dynamic logo" the company said in a statement. The company unveiled the new logo at a product launch event in China.
Xiaomi's brand new logo was created by the designer, professor at Musashino Art University, and president of the Nippon Design Center (NDC) Kenya HARA. With a softer, rounder contour at the corners of the first-class logo and a redesigned "Mi" typography, the new logo is now more aesthetic. The corporate color remains orange to express the liveliness and youthfulness of Xiaomi. Black and silver are also formed. Used as an additional color for high-end product line applications, ”adds Xiaomi in the press release.
Kenya HARA used the mathematical formula "superellipse" when designing the Xiaomi logo. Explaining the new logo, the release stated: "While there are endless possibilities between a square and a perfect circle, the designer achieved a visually optimal dynamic balance by adjusting the variables in the formula. With n = 3, this right became an equilibrium. Acquired between a square and a circle that reflects the core aspect of "Alive" and makes the brand new. We now see the Xiaomi logo. Compared to a rectangular object, a circle is a more agile shape. This is a true representation of Xiaomi's flexibility, quickness, and willingness to move forward. "
Xiaomi was founded in April 2010 and is said to have opted for the new dynamic logo format for the first time.
Earlier this week, Xiaomi officially announced its entry into 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 a wholly-owned subsidiary, with a total investment target of $ 10 billion over the next decade.