Building the future remains the brand's core value, now in a premium version.
March 30, 2021. Xiaomi – a global technology leader – announced a new, refreshed visual identity for the company, combining the philosophy of organic design with the concept of “Alive.” The new branding aims to strengthen Xiaomi's position in the premium segment. The new, more dynamic logo symbolizes the company's vitality.
Designed by Kenya HARA
Kenya HARA is the author of the new logo
The new Xiaomi logo was designed by world-renowned designer, professor at Musashino Art University and president of Nippon Design Center (NDC), Kenya HARA. Adopting a softer, more rounded contour on the corners of the previously square logo, along with redesigned typography, makes the new logo more aesthetically pleasing. The brand color remains orange to continue conveying Xiaomi's liveliness and youthfulness. Black and silver will also be used as complementary colors to align with the premium image.
Mathematics in design
Kenya HARA used the mathematical formula of the “superellipse.” Although there are infinitely many transitional forms between a square and a circle, the designer chose the visually optimal balance by adjusting the variables in the formula describing this shape. Using n=3 made it possible to achieve a balance between a square and a circle. It symbolizes “Alive” – a shape that is intelligent and agile, representing flexibility, perseverance and the desire to move forward.
Philosophy of the new design
The philosophy of “Alive”
Kenya HARA proposed a new design concept for Xiaomi – he called it “Alive.” He believes that Xiaomi technology has raised the quality of life and offers people the ability to control their destiny. It can also adapt to any changes in the environment. “Alive” showcases Xiaomi's philosophy: people are vital, they live, they change – technology is created by people – so technology must also be alive and intelligently change along with us.
A logo that moves
A logo that moves
Xiaomi's new logo — symbolism and the philosophy of Alive
The new logo has more dynamics. It is not statically embedded in a rectangle, between four corners. The curvature and the relationships between the elements give a sense of movement, change and life. Xiaomi is developing at a rapid pace. This new brand identity will drive the company through the coming decade.
Photos from the presentation: bit.ly/39ts3lX
About Xiaomi
Xiaomi Corporation was founded in April 2010. The company listed on the Hong Kong Stock Exchange on July 9, 2018 (1810.HK). Xiaomi is an internet company offering smartphones and smart devices connected through the IoT (Internet of Things) platform.
Xiaomi consistently builds its image based on relationships with users. The company constantly seeks innovative solutions, prioritizing quality and performance. Xiaomi creates products available at fair prices so that everyone has the opportunity to improve their comfort of life through technology.
Summary
Xiaomi announced a refreshed visual identity designed by Kenya Hara. The new logo combines the mathematical superellipse formula with the “Alive” philosophy, emphasizing the brand's dynamism and vitality. The designer kept the iconic orange color, adding black and silver to support premium positioning. This is a step toward building the company's image for the coming decade.
Interestingly, the rebranding fits into Xiaomi's development strategy as an internet company with an IoT ecosystem, listed on the Hong Kong Stock Exchange since 2018. The new identity is meant to symbolize flexibility and the intelligent adaptation of technology to a changing environment.
