Xiaomi India has announced a refreshed visual identity for its premium range of products. With an aim to unify its global brand presence and close the perception gap between the brand, its premium “Mi” series products will now be replaced with the new “Xiaomi” logo.
With the new brand identity introduction, there will be two distinct product series under the parent corporate brand, which will continue to be represented by the “Mi” logo. Continuing to convey the liveliness and youthfulness of Xiaomi, the company earlier this year had introduced some changes to its corporate logo, adopting a softer, rounder contour on the corners of the previously squared logo, along with a redesigned “Mi” typography.
The earlier “Mi” brand representing the pinnacle of technology and offering premium experience across categories will now be rebranded to the “Xiaomi” series. While “Redmi”, known for bringing breakthrough technology at an affordable price point, will continue with the same logo. The naming convention — Xiaomi and Redmi — will also be applied across both brands’ TV, laptop and IoT offerings.
Jaskaran Singh Kapany, Head of Marketing, Xiaomi India, said, “As a consumer-centric brand, our focus has always been on bringing new and innovative technology across segments that cater to the consumers evolving needs. We have been receiving an excellent response for our premium product range from consumers and Xiaomi fans. According to Counterpoint in May 2021, Xiaomi India captured ~14% market share in the 20K-45K category. This empowered us to push the boundaries of technology and innovation further to elevate the consumer experience.”
“Being a leading technology brand with a strong presence across the globe, our aim is to have a unified presence. With this new logo shift, we envision bridging the perception gap between our brand and products. The new Xiaomi logo will be used for our premium products that represent the pinnacle of technology and offer a premium experience. Ushering in the festive season, Xiaomi’s premium product series ‘Mi’ will be renamed to Xiaomi,” added Kapany.
With a clear focus on providing innovation for all and expanding the presence to premium users, this new identity will propel Xiaomi forward in the upcoming years.