The second day of the Mega Launch, Xiaomi launched a new visual identity, a redesigned logo not much different from their old logo.
The new logo was designed by Kenya Hara, a professor from Musashino Art University and President of the Nippon Design Center (NDC). the new logo from Xiaomi uses rounded corners like you have in some icon packs. The squircle-shaped logo was made as a substitute for the old square logo.
The Xiaomi logo change has to go through a lot of technical and philosophical procedures behind the new logo design. Xiaomi says the designer used a “superellipse” math formula for the design and had to adjust the variables to get a visually optimal dynamic balance and the perfect balance between squares and circles.
Compared to the right shape, the circle is a more flexible form, which is a perfect representation of Xiaomi’s flexibility, determination and willingness to move forward.
Xiaomi says it will continue to use orange as its corporate color, which is why the logo color has not changed. However, the Black and Silver variant logos will be used as additional colors for upscale products.
Addition of new MI typography which adds a more aesthetic look to the company name alongside the logo. Xiaomi made it clear that they wanted a more vibrant look to their brand identity and symbolized hope for the next decade.