Xiaomi discloses new logo and brand identity


Today Xiaomi held the second day of its Mega March launch event. The company kicked all doors of expectations with the release of the Mi Mix Fold bringing impressive hardware. We’ve been surprised by the fact that the company’s foldable smartphone is pretty much ready to hit the shelves in the next month. The Mi Mix Fold price starts at under $1,600 which isn’t bad considering the whole set of specifications. Besides the new smartphone, the company also decided to unveil a new Xiaomi logo and a new “Alive” branding identity designed by Japanese graphic designer Kenya Hara.

Hold your breath since this change isn’t a ground-breaking one. It basically drops the square orange frame in favor of a new frame with rounded edges. Furthermore, there is new typography for the “Xiaomi” word that adds a more aesthetically pleasing look to the company’s name next to the logo. According to Xiaomi, the new logo has been changed as it wanted a more agile look to its brand identity and one which symbolizes its agile nature heading into the next decade.

The company certainly is keen to start a new phase in 2021 through the release of its new smartphones and the entrance in the market of electric cars.

Xiaomi Mi 11 Pro, Mi 11 Ultra, Mi 11 Lite, and Mi Mix Fold

The new visual identity comes just after the release of a bunch of new flagships by the Chinese company. Yesterday, the company introduced new devices that finally completed it’s Mi 11 family started in December last year. The Mi 11 Ultra and Mi 11 Pro are Snapdragon 888-powered with premium specifications and very capable cameras. The Mi 11 Lite, on the other hand, sits on the premium flagship segment thanks to its Snapdragon 780 5G. The phone is the first device to reach the market with Qualcomm’s Snapdragon 765G successor.

Mi Mix Fold

Today, the company completed its Mega March with the release of the Mi Mix Fold. As expected, the Mi Mix series has made its big return to the market in the form of a new foldable smartphone. The device represents Xiaomi’s entrance in this particular segment and has a lot to offer besides the foldable AMOLED display. The phone is a flagship powered by the Snapdragon and has a whopping 16GB of RAM and 512GB of Storage. Moreover, it packs the world’s first liquid lens technology. The handset camera setup is driven by Xiaomi’s very first chipset the Surge C1.

The new identity shows that this is just the beginning for Xiaomi. We are excited to see what the company has in tow for the next months.

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