Xiaomi has just announced a new brand identity, combining its core philosophy to give birth to the “Alive” design concept.


March 30, 2021, Beijing, CHINA – Global technology leader Xiaomi today announced a refreshed visual identity that combines Eastern philosophy with the “Alive” design concept. This new rebranding aims to further strengthen Xiaomi’s foothold in the high-end market, and at the same time increase brand awareness with customers through its new dynamic logo .

Kenya HARA

Designed by Kenya HARA

The brand new Xiaomi logo was designed by a world famous designer, professor at Musashino Art University and President of Nippon Design Center (NDC), Kenya HARA. Applying a softer, more rounded outline at the corners of the previous square logo, along with a redesigned “MI” typeface, the new logo now has a more aesthetically pleasing aesthetic. The company color is still orange to continue to convey the vibrancy and youthfulness of Xiaomi. Black and silver will also be used as complementary colors to meet high-end product line applications.

Kenya HARA used the mathematical formula “meta-circle” when designing Xiaomi’s logo. While there are countless options between perfect squares and circles, the designer has achieved a visually optimal dynamic balance by adjusting the variables in the formula. The use of n = 3 created a perfect balance between square and circle, representing the core aspect of “Alive”, resulting in the brand new Xiaomi logo we see now. Compared with a right-angled object, the circle is a more agile shape, the perfect expression of Xiaomi’s flexibility, restlessness and will to move forward.

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Infusing philosophical thinking into new design

Kenya HARA proposed a very important design concept for Xiaomi – Alive. He believes that Xiaomi’s innovative technology has brought convenience and gives people optimal control of their lives and can adapt to any changes in the environment. “Alive” interprets Xiaomi’s philosophy from a visual perspective, giving the brand a vibrant visual image: people are alive – technology is made by people – technology is alive. Technology will always serve the needs of life.

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Dynamic logo – an icon with a “Vivid” feel

Xiaomi applies a new dynamic logo format for the first time, breaking the previous rules of using traditional brand logos. The new logo is not fixed at the 4 corners of the square, instead, it adapts to the content and is placed in the most suitable position. The new dynamic logo continues to embrace philosophical thinking, making the logo truly “Dynamic – Vivid”.

The Alive concept is Xiaomi’s thinking and response to the turning point in the era of smart connectivity. As a technology company, Xiaomi is committed to bringing more innovation around the world and it is essential for the brand to grow with its users. As Xiaomi is growing at a rapid pace, the brand is also making friends with more people. Xiaomi is ushering in a new decade as it expands its presence from mass to premium users, from technology to art space, from online to offline and around the world. This new brand identity will propel Xiaomi forward in the next decade.

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About Xiaomi

Xiaomi Corporation was established in April 2010 and listed on the Main Board of the Hong Kong Stock Exchange on 9 July 2018 (1810.HK). Xiaomi is an internet company with smartphones and smart hardware connected using the Internet of Things (IoT) platform at its core.

With an equal focus on innovation and quality, Xiaomi continuously pursues high-quality user experience and operational efficiency. The company is constantly creating great products at affordable prices to enable everyone in the world to enjoy a better life through innovative technology.

Xiaomi ranked 3rd globally in terms of smartphone shipments in Q4 2020. The company also established the world’s leading consumer AIoT (AI + IoT) platform, with 324.8 million smart devices. smart phones connected to its platform, excluding smartphones and laptops. Xiaomi products are available in more than 100 countries and regions around the world. In August 2020, the company entered the Fortune Global 500 list for the second time, ranking 422nd, up 46 places from 2019. It also ranks 7th among internet companies.

Xiaomi is a component of the Hang Seng Index, the China Hang Seng Enterprise Index, the Hang Seng TECH Index and the Hang Seng China 50 Index.