During today’s Xiaomi presentation, the company introduced the updated logo and font, and also tried to explain the whole deep change plan.
The new logo was designed by Kenya Hara, a 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 the apparent simplicity, there are many technical procedures and philosophical explanations behind the logo design. Xiaomi says the designer used the superellipse math formula for the design and had to tweak the variables to get the visually optimal dynamic balance between square and circle.
Xiaomi claims that the circle shape is more mobile, which is a perfect reflection of Xiaomi’s flexibility, relentlessness and commitment to moving forward.
The company also stated that it will continue to use orange as its corporate color, so the color of the logo has not changed. At the same time, Xiaomi plans to use the black and silver versions of the logo as complementary colors for premium products.