Xiaomi showed an unexpected news in the continuation of her big two-day conference today - redesign of your logo, on which the company, according to the founder Lei Jun, has been working since 2017.
Modern logo in motion
The goal of the company and their designer, who had his own preface at the presentation, was to bring a more modern and up-to-date look.
They achieved this by changing the orange square shape to a rounded rectangle. They were looking for new possibilities between the square shape and the circle and finally decided on the variant you can see above in the picture.
The dynamics of the logo is also significantly mentioned. Chief Designer, Hara Kenya, showed us the use of the logo directly in the animated graphics. The logo they will use with dynamic animations and will still make some movement. This is achieved by a kind of undulation of rounded edges.
Mathematics helped them find the perfect shape
The presentation also illustrated the complex design process, where they used a mathematical equation to create the main logo to find the perfect center between a circle and a square.
We could also see a number of unused proposals that followed the creation of the final proposal. This proves that this work was really lengthy and demanding.
The author, graphic designer Hara Kenya, comments on the mentioned changes directly in the video:
Let's hear from @haraken_tokyo and the story behind our new logo design. #XiaomiMegaLaunch pic.twitter.com/FGkXJXM1nK
- Xiaomi (@Xiaomi) March 30, 2021
To ordinary people, this change may seem trivial and they will not understand the excessive attention to this redesign, but brand and identity are very important to a corporation like Xioami. However, we can underline the fact that Xiaomi stays with its traditional orange color and the shape of the Mi inscription itself has not changed radically.
The Chinese giant thus did not follow huge changes in identity such as Peugeot, Kia or some world football clubs such as Inter or Juventus.
