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 world-renowned 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.
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. Using n=3 struck the perfect balance between a square and a circle, epitomizing the core aspect of “Alive”, resulting in the brand new Xiaomi logo we see now. Compared with a right-angled object, a circle is a shape that is more agile, which is the perfect representation of Xiaomi’s flexibility, relentlessness and its will to move forward.
Kenya HARA proposed a very crucial design concept for Xiaomi – Alive. He believes Xiaomi’s innovative technology has brought convenience and offers people the ability to have optimal control of their lives, and can accommodate any changes in the environment. “Alive” interprets Xiaomi’s philosophy from a visual perspective, giving the brand a visual image full of life: people are alive – technology is created by people – technology, thus, is also alive. Technology will always serve the needs of life.
Xiaomi adopts a new dynamic logo format for the first time, disrupting the traditional rules of brand logo usage of the past. The new logo is not fixed at the four corners of the square, instead, it adapts to content and is placed at the most suitable position. The new dynamic logo further embraces the philosophical thinking, making the logo truly come “Alive”.
The concept of Alive is Xiaomi’s thinking and response to the turning point in the era of intelligent interconnectivity.