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”. 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.

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. 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. Corporate color remains orange to continue to convey the liveliness and youthfulness of Xiaomi. Black and silver will also be used as supplemental colors to accommodate high-end product line applications.

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. Technology will always serve the needs of life.

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. 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. 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.

About Xiaomi

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. The company relentlessly builds amazing products with honest prices to let everyone in the world enjoy a better life through innovative technology. 

Xiaomi ranked 3rd globally in terms of smartphone shipments in the fourth quarter of 2020. The company has also established the world’s leading consumer AIoT (AI+IoT) platform, with 324.8 million smart devices connected to its platform, excluding smartphones and laptops. Xiaomi products are present in more than 100countries and regions around the world. In August 2020, the company made the Fortune Global 500 list for the second time, ranking 422nd, up 46 places compared to 2019. It also ranked 7th among internet companies. 

Xiaomi is a constituent of the Hang Seng Index, Hang Seng China Enterprises Index, Hang Seng TECH Index and Hang Seng China 50 Index.