Xiaomi’s mathematically inspired new logo, explained by designer Kenya Hara

Last week, Chinese tech brand Xiaomi revealed a new brand logo. Revealed at the company’s ‘Mega Launch Event’, the logo now takes the shape of a “squircle”, swapping out sharp corners for rounded ones – represents a new image for the company, founder and CEO Lei Jun said during the event.

Xiaomi’s new logo (left) vs. the old verson (right) (Image credit: Xiaomi)

According to designer Kenya Hara, the new logo “is not just a simple design of the shape,” but rather an “encapsulation of Xiaomi’s inner spirit” as it intends to convey the essence of a single word: Alive.

Since the launch event which also revealed six new phones, two laptops and one band, the smartphone maker has become subject of social media mockery for spending three years and hundreds of thousands of dollars on a new logo that looks remarkably similar to the original.

According to Hara, the design team behind the new logo used the power of mathematics to find the perfect middle ground between a square and a circle, hence the squircle). Out of twenty-four options (above), the team opted for shape n:3.

Regardless of how you feel about Xiaomi’s revamped logo, listening to Kenya describe the thought process that led to the final choice, is an experience in itself thanks to his calm, eloquent and detailed narrative.

Watch the full video here:


MARKETING Magazine is not responsible for the content of external sites.

The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)

 

Download Event PDF
Submit Entries Here




Subscribe to our Telegram channel for the latest updates in the marketing and advertising scene