Following Poco’s split-up from Xiaomi, the former Xiaomi sub-brand unveiled its new logo and “Made for Mad” mascot earlier this year. And now, after launching the Mi Mix Fold and the Mi Band 6, Xiaomi has unveiled a brand new logo and philosophical “Alive” brand identity ahead of its 11th Anniversary. This, as per the company, is to make its brand unique in the premium segment of the market.
The logo was specially designed by a world-renowned designer named Kenya HARA. He is a professor of Musashino Art University and the President of the Nippon Design Center (NDC).
Now, along with the new logo, HARA also came up with a brand new design concept for the company – “Alive”. This is much like OnePlus’ “Never Settle” motto and the new brand logo further embraces the philosophical idea behind the concept. And the designer ideated the concept as he believes that “Xiaomi’s innovative technology has brought convenience and offers people the ability to have optimal control of their lives, and can accommodate any changes in the environment”.
So, with the new logo and brand identity, Xiaomi is now aiming to make its name in the premium segment of the market. As a result, we can expect some new high-end product lineups, as well as an electric vehicle, in the coming years.
