Xiaomi Unveils New “Alive” Branding Identity
March 30, 2021, Beijing, CHINA – Global technology leader Xiaomi today announced a refreshed new corporate visual identity, fusing oriental philosophy with the design concept of “Alive”.
Designed by Kenya HARA
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.
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.
Infusing philosophical thinking into new design
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.
Dynamic logo placement – a logo that feels “Alive”
Xiaomi adopts a new dynamic logo format for the first time, disrupting the traditional rules of brand logo usage of the past. As a technology company, Xiaomi is committed to bringing more innovations around the world and it is essential for the brand to grow along with its users. As Xiaomi is growing at a rapid pace, the brand is also making more friends along the way. Xiaomi is ushering into a new decade as it expands its presence from the masses to premium users, from technology to art space, from online to offline and all over the world. This new brand identity will propel Xiaomi forward in the upcoming decade.
Xiaomi Corporation was founded in April 2010 and listed on the Main Board of the Hong Kong Stock Exchange on July 9, 2018 (1810.HK). Xiaomi is an internet company with smartphones and smart hardware connected by an Internet of Things (IoT) platform at its core.
With an equal emphasis on innovation and quality, Xiaomi continuously pursues high-quality user experience and operational efficiency.
Mar 30, 2021 at 19:36