While the corporate brand will continue to be represented by the well-known ‘Mi’ logo, Xiaomi India have today announced with an aim to unify its global presence and close the perception gap between the brand, Xiaomi’s premium ‘Mi’ series products will now be replaced with the new ‘Xiaomi’ logo.
However, ‘Redmi’ will continue with the same brand logo and the new naming convention, Xiaomi and Redmi, will be applied across both brands’ TVs, Laptops, and IoT offerings. Thus, with the new brand identity, Xiaomi plans to offer two distinct product series under the parent corporate brand – which will continue to represented by the ‘Mi’ logo, which had undergone a few changes earlier this year by adopting a softer, rounder contour on the corners of the previously square-shaped logo.
Commenting on the announcement Jaskaran Singh Kapany, Head of Marketing, Xiaomi India, said, “As a consumer-centric brand, our focus has always been on bringing new and innovative technology across segments that cater to the consumers evolving needs. We have been receiving an excellent response for our premium product range from consumers and Xiaomi fans. According to CounterPoint in May 2021, Xiaomi India captured ~14% market share in the 20K-45K category. This empowered us to push the boundaries of technology and innovation further to elevate the consumer experience.”
“Being a leading technology brand with a strong presence across the globe, our aim is to have a unified presence. With this new logo shift, we envision bridging the perception gap between our brand and products. The new Xiaomi logo will be used for our premium products that represent the pinnacle of technology and offer a premium experience. Ushering in the festive season, Xiaomi’s premium product series ‘Mi’ will be renamed to ‘Xiaomi’”, the press release mentions.
Xiaomi aims that this new identity will propel the brand forward in the near future.