The upcoming tech company, Xiaomi, unveiled its new logo during an event last March 31, 2021. The orange square people have become familiar with is now more rounded to reflect the brand’s new visual identity. To understand their decision better, Japanese designer Kenya Hara explains the creative process.
The Subtle Change
The most noticeable change is the softer and rounded corners of the previously square design. Take a closer look and you’ll also notice that the typography was changed – albeit very subtly – to be more aesthetically pleasing. They kept the logo orange to reflect the liveliness and youthfulness of the brand, supplemented by black and silver that’s likened to their premium products.
The Design Process
Graphic designer Kenya Hara is renowned for his minimalistic approach and has been the art director for MUJI since 2002. More than the design itself was the philosophical thinking behind it. By using the superellipse (also known as the Lamé curve) on the old logo, he stuck a perfect balance between a square and a circle. This new shape is more apt with Xiaomi’s branding, which is agility, flexibility, relentlessness, and advancement.
The Concept of “Alive”
As a company that innovates products to offer convenience and optimization to users, it must be able to adapt to the environment. Simply put, “technology will always serve the needs of life.” By breaking away from the rigid four corners of their previous logo, they symbolize just how committed they are to be more innovative and grow with their users. They believe this new brand identity will bring Xiaomi further in the years to come.
Founder and CEO of Xiaomi, Lei Jun, admits in a tweet that he wasn’t inclined to the new logo at first, but it has since grown on him. The company was founded in April 2010, which makes it 11 years old today.