No one in the world drives the company’s pomposity as a technology company, and the Chinese mobile giant Xiaomi is no exception. The company announced its new collapsible Mi Mix Fold today, but it also unveiled a new logo, spending more than 20 minutes describing the process by which it turned its old square design into … a circuit. (Halfway between a square and a circle.)
In fairness to Xiaomi, the company is not blind to the fact that the new logo is pretty similar in appearance to the old. “Are you disappointed with this logo, that we just made our original logo rounder?”
The company went on to note that the shape of the new logo can be described using mathematical equations (a property common to most shapes, I think), and that it took the company a long time to choose the right one (it started the rebranding process in 2017).
You can see some of the characters it reviewed and cast below, along with the dazzling, obviously, obviously superior final design. N: 3, could it be something else?
We’ve have fun at Xiaomi’s expense here, but really this is only for the course when it comes to redesigning companies. In fact, this kind of long-lasting, self-satisfying presentation is common to pretty much every major technology brand at this point, from Samsung to Microsoft to Apple (which started the game and is still the master of the form).
As Lei explained, the new logo is part of a larger overhaul of Xiaomi’s “brand identity” overseen by renowned Japanese designer Kenya Hara. “The new logo is not a simple redesign of the shape, but an encapsulation of Xiaomi’s inner spirit,” Hara said during a video segment. “The design is mainly a reflection of the concept” Alive. “”
So if you feel dead inside considering the millions of dollars of work that went into circling the square to Xiaomi’s logo: do not. It is disrespectful of the brand identity.