No one in the world performs corporate pomposity like tech firms, and Chinese mobile giant Xiaomi is no exception. The company announced today its new foldable Mi Mix fold, but it also revealed a new logo. Spending more than 20 minutes describing the process, making its old square design … a squirrel gave. (Half of a square and a circle.)Xiaomi says that the new logo also has a new “inner feeling”
In fairness to Xiaomi, the company is not blind to the fact that it has a new logo Quite similar In the presence of the old. “Are you disappointed with this logo. That we made our original logo rounder?” Asked Xiaomi CEO Lei Jun, making some rhetoric. No worries, Lei explained, as the company “not only changed the shape from square to round”. But also “changed the inner soul as well as the mindset of the brand.” So, it is reassuring!
The company note that the shape of the new logo could be describe using mathematical equations (a property that is common to most shapes, I believe) and that it took the firm a long time to select the correct one. (It started) rebranding process in 2017).
You can see some of the shapes that have been considered and left below, as well as, clearly, clearly better final designs. N: 3, could it be any other way?
We’re having some fun here at Xiaomi’s expense. But it’s actually par for the course when it comes to corporate redesigns. Indeed, such long-winded, self-naive presentation on Samsung, Microsoft to Apple is common to all big tech brands at this point.
As Lei explained, the new logo is part of a major overhaul of Xiaomi’s “brand identity” by renown Japanese designer Kenya Hara. “The new logo is not a simple redesign of shape but encapsulation of Xiaomi’s inner spirit,” Hara said during a video segment. “Design is essentially a reflection of the concept ‘Alive’.”
So, if you feel dead inside seeing millions of dollars of work. Which has gone into the category of Xiaomi’s logo: no. It is disrespectful to its brand identity.
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