Today is the second part of Xiaomi’s Mega Launch and it has unveiled a new visual identity that includes a redesigned logo and new typography.
The new logo was designed by Kenya Hara, a professor of Musashino Art University and the President of the Nippon Design Center (NDC). For the new logo, Xiaomi has gone with rounded corners much like what you have on some icon packs. So you have a squircle in place of the old logo which is a square.
Unsurprisingly, there are a lot of technical procedures and philosophical explanations behind the design of the logo. Xiaomi says the designer used the “superellipse” mathematical formula for the design and had to adjust the variables to get a visually optimal dynamic balance and a perfect balance between a square and a circle.
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.
Xiaomi says that it will continue to use orange as its corporate color which is why the color of the logo is unchanged. However, it will use Black and Silver variants of the logo as supplemental colors for high-end products.
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