MUMBAI:
Xiaomi India, the country’s No. 1 smartphone and smart TV brand, today announced a refreshed visual identity for its premium range of products. With an aim to unify its global brand presence and close the perception gap between the brand, its premium “Mi” series products will now be replaced with the new “Xiaomi” logo.
With the new brand identity introduction, there will be two distinct product series under the parent corporate brand. The corporate brand will continue to be represented by the “Mi” logo. Continuing to convey the liveliness and youthfulness of Xiaomi, the company earlier this year had introduced some changes to its corporate logo, adopting a softer, rounder contour on the corners of the previously squared logo, along with a redesigned “Mi” typography.
The earlier “Mi” brand representing the pinnacle of technology and offering premium experience across categories will now be rebranded to the “Xiaomi” series. While “Redmi”, known for bringing breakthrough technology at an affordable price point, will continue with the same logo. The naming convention — Xiaomi and Redmi — will also be applied across both brands’ TV, Laptop, and IoT offerings.
