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Analysis: Why you shouldn't just dismiss Xiaomi's (very) subtle logo rebrand


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06 April 2021
Last week, a day ahead of April Fool s Day, Xiaomi decided to release its news regarding its slight logo tweak, where it adopted a softer, rounder contour on the corners compared to its previous square, sharp-edged logo. Despite the change, its iconic orange colour was retained to convey the brand s the liveliness and youthfulness. While generally rebranding of a logo typically involves a conspicuous change, in Xiaomi s case, it is safe to say that the change is not as noticeable at first glance.
The brand worked with world-renowned designer, professor of Musashino Art University and the president of the Nippon Design Center, Kenya Hara, for the rebranding. According to the brand, the designer achieved a visually optimal dynamic balance by adjusting the variables in the formula. After going through various options between a square and a perfect circle, the team decided to settle on n=3 as it struck the perfect b ....

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