Xiaomi has just introduced a new brand identity. As for the novelties, there are apparently no significant changes, apart from a smoother and more rounded contour. But it is a curious fact in the redesign process. For the development of the new image, the designer Kenia Hara has used a mathematical formula.
Xiaomi’s redesign comes with a double objective. On the one hand, the company wants to strengthen its brand positioning in the high-end market. On the other hand, the Chinese technology giant wants to increase the awareness of the brand by its audiences through this new image.
A mathematical formula for the logo: ‘superellipse’
The redesign has been carried out by the designer Kenia Hara, a professor at Musashino University of Art and president of the Nippon Design Center (NDC), perhaps best known for the design of the Japanese brand MUJI.
As explained from the company, Hara has used the mathematical formula ‘superellipse’ to redesign the logo. From the designer’s point of view, the nuances offered by the geometric play of the circle and the square is almost infinite. Thus, the final equation for the choice of the new Xiaomi logo is located in the middle of those nuances to show an almost perfect balance. Kenia Hara himself explains it in the following video.
“Although there are infinite options between a square and a circle, the designer has achieved a visually optimal dynamic balance by adjusting the variables of this formula”, they explain from Xiaomi.
A more agile and flexible image
The new identity presents an agile form. The intention, as they indicate, is to represent “Xiaomi’s flexibility, its relentless character and its willingness to move forward.”
With the redesign, Xiaomi wants to offer a more pleasant aesthetic feeling. To do this, the new logo features a smoother and more rounded contour at the corners.
In addition, the project also includes the redesign of the ‘MI’ typeface for the brand, where Hara has developed that same concept of seeking the perfect balance between the circle and the square.
Orange, black and silver
Regarding the chromatic range, the brand has decided to keep orange as the corporate color, and in this way transmit the values of ‘vivacity’ and ‘youth’ of Xiaomi.
On the other hand, in order to accommodate the applications of the high-end product line, in addition to orange, the brand will use black and silver as complementary colors.
Dynamic logo: ‘Alive’ concept
In the redesign project, Kenya Hara has proposed an ‘Alive’ concept. This living image of identity is part of the company’s mission to offer innovative technology that allows adaptation and provides comfort.
The design philosophy ‘Alive’ interprets the purpose of Xiaomi from a visual perspective that gives the brand “an image full of life”, they point out from the company. “The people are alive; technology is created by people; the technology, therefore, is also alive ”, they indicate.
Xiaomi adopts a dynamic logo format for the first time. In this sense, the image is not fixed in the four corners of the square; this varies to be able to adapt to the content. In this way, it is also located in the most suitable position.
On the website you can already see the changes in the image, the same as on social networks. Another curious fact, pay attention to what happens when placing the mouse over the logo when we browse the web.
The truth is that Xiaomi has been growing to expand its product range beyond the exclusively technological. In this context, that brand philosophy that seeks adaptability and flexibility is undoubtedly necessary. Now, the question is whether the Chinese giant will achieve its double objective with this redesign. Will you be able to enter the premium sector? Will it improve brand recognition among your audiences? It will have to be seen over time. And another question, will we soon see more logos designed from mathematical formulas? Who knows.
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