Details 06 April 2021
Last week, a day ahead of April Fool s Day, Xiaomi decided to release its news regarding its slight logo tweak, where it adopted a softer, rounder contour on the corners compared to its previous square, sharp-edged logo. Despite the change, its iconic orange colour was retained to convey the brand s the liveliness and youthfulness. While generally rebranding of a logo typically involves a conspicuous change, in Xiaomi s case, it is safe to say that the change is not as noticeable at first glance.
The brand worked with world-renowned designer, professor of Musashino Art University and the president of the Nippon Design Center, Kenya Hara, for the rebranding. According to the brand, the designer achieved a visually optimal dynamic balance by adjusting the variables in the formula. After going through various options between a square and a perfect circle, the team decided to settle on n=3 as it struck the perfect balance betwe
Kazuko Koike wearing a mask designed by Tadanori Yokoo
Tokyo-born creative director Kazuko Koike has been a member of the Advisory Board for Muji (Mujirushi Ryohin) since its founding in 1980. In 1983, Kazuko founded the Sagacho Exhibit Space, where she was president, offering a platform to numerous Japanese and international modern artists to showcase their work. In 2020, she organised an exhibition about the iconic space - which closed in 2000 - at The Museum of Modern Art, Gunma.
Kazuko has also authored numerous books on art and design, including the recent Art/Meson Kazuko at the Frontline of Creation (2020, Heibonsha). In 2020, she was awarded the Agency of Cultural Affairs Commissioner’s Commendation, and she is currently an honorary professor at the Musashino Art University.
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Xiaomi has unveiled its new logo which is said to disrupt the traditional rules of brand logo usage of the past. The new logo adopts a softer, rounder contour on the corners of the previously squared logo, along with redesigned “MI” typography.
Its iconic brand colour orange remains 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. According to the brand, 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”.
Xiaomi unveils new Alive logo and brand identity: All you need to know msn.com - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from msn.com Daily Mail and Mail on Sunday newspapers.