During today’s presentation of Xiaomi, the company presented an updated logo and font and tried to explain the change’s whole deep intention.
The new logo was designed by Kenya Hara, professor at Musashino University of the Arts and president of the Nippon Design Center (NDC). In the new logo, Xiaomi used rounded corners, while the previous logo was square.
Despite its seeming simplicity, there are many technical procedures and philosophical explanations behind the logo design. Xiaomi says that the designer used the superellipse’s mathematical formula for the design and had to tweak the variables to get the visually optimal dynamic balance between the square and the circle.
Xiaomi claims that the circle’s shape is more agile, which is the perfect reflection of Xiaomi’s flexibility, relentlessness, and desire to move forward.
The company also said it would continue to use orange as its corporate color, so the logo color has not changed. That being said, Xiaomi plans to use the black and silver logo variants as complementary colors for premium products.