Lei Jun officially introduced new visual identity for Xiaomi

Yesterday was the second part of Xiaomi’s Mega Launch event and in the second part, the company has released more expected products such as Mi Mix Fold, Surge C1, Mi Notebook Pro 14/15, and more.

Adding to this, Xiaomi has also shown off its new visual identity that includes a redesigned logo and new typography. The new logo is designed by Kenya Hara, a professor of Musashino Art University and the President of the Nippon Design Center (NDC).

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For the new logo, Xiaomi has gone with rounded corners much like what you have on some icon packs. So you now have a squircle in place of the old logo which was a square.

Xiaomi stated that under the “Alive” design concept, the new Xiaomi logo with the beauty of “super-ellipse” mathematics is no longer limited to one corner of the screen as if it has life.

At the same time, Xiaomi has added a letter logo to the Xiaomi series of products, “representing high-quality scientific and technical validation of Xiaomi.”

Compared with a right-angled object, a circle is a shape that is more agile, which is the perfect representation of Xiaomi’s flexibility, relentlessness, and will to move forward.

On the other side, after the announcement of Xiaomi’s new logo, many people said that Lei Jun had been fooled, and recommended calling the police on the spot. Some personalities also think that the changes are not really obvious, except for the rounded corners.