Xiaomi has just presented its new logo. Nothing revolutionary at first glance, and yet these few modifications cost the Chinese manufacturer a small fortune: € 256,000. This is the price to pay when hiring a design star.

xiaomi logo argent - Xiaomi paid a design star € 256,000 to round the edges of its logo!  - PhonAndroid
Credit: Xiaomi

As you probably know, Xiaomi has never been in better shape. The Chinese manufacturer, currently number three in the world in the smartphone market, took advantage of Huawei’s difficulties to win. The start of 2021 has also been particularly busy for the company between the launch of the Mi 11, Mi 11 Ultra, Mi 11i, Mi 11 Lite and the presentation of the Mi Mix Fold, the cheapest foldable smartphone on the market. .

At the end of March 2021, the company made a significant announcement: Xiaomi is entering the electric car market. In order to mark this crucial step in the history of the company, Xiaomi has immediately presented a new logo. Goodbye the orange and white square that we have known since 2010, and make way for a circular logo… and that’s it.

No major changes you tell me, and yet this slight overhaul cost Xiaomi a trifle of € 256,000. Indeed, the manufacturer has chosen to pay for the services of Japanese Kenya Hara, a design authority. He is best known for having been the artistic director of Muki, a Japanese brand specializing in the sale of home products and clothing.

kenya hara designer - Xiaomi paid a design star € 256,000 to round the edges of its logo!  - PhonAndroid
Credit: Kenya Hara (Wikipedia)

The rapprochement between technology and life

According to the latter, the round shape adopted for this new logo represents the rapprochement between technology and life. For Kenya Hara, Xiaomi’s high-tech products have improved the quality of life for users and Xiaomi supports them every year with new innovative technologies. With this logo, the designer wanted to achieve a perfect balance between the square and the circle. To do this, he used a mathematical formula called Superelipsy.

However, it should be noted that the € 256,000 spent by Xiaomi naturally includes all the preparatory work carried out by the artist as well as the consumer studies commissioned for the occasion by the manufacturer. And you, what do you think of this new logo and the amount spent by Xiaomi? Tell us in the comments.

Source: Sinocle