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Xiaomi announced a refreshed corporate visual identity on March 30, 2021. The familiar MI mark remained, but its squared outline became softer and rounder, and Xiaomi described the MI typography as redesigned. The company framed the refresh around “Alive,” its stated design concept for the brand’s next decade.
The change was a refinement, not a wholesale replacement of Xiaomi’s identity. Xiaomi credited logo designer Kenya Hara and presented the refreshed mark alongside changes to color use and the company’s broader brand ambitions.
What changed in Xiaomi’s 2021 identity?
| Element | What Xiaomi described |
|---|---|
| MI mark | The familiar mark remained, with a softer, rounder contour replacing the former squared outline. |
| Typography | Xiaomi described the MI typography as redesigned but did not name a typeface in the announcement. |
| Color | Orange remained the corporate color; black and silver were supplementary colors for high-end product applications. |
| Concept | Xiaomi described the refreshed identity as combining organic philosophy with the design concept “Alive.” |
The clearest visible change was the outline around the MI mark. Xiaomi also described redesigned typography, but the available launch evidence does not specify a font family or establish a broader set of application rules.
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The logo: a softer outline, with the MI mark retained
Xiaomi described the new contour as softer and rounder than the previous squared outline. The announcement does not require calling it a circle or assigning it a precise geometric classification. The important point is that the existing MI mark remained recognizable while its enclosing shape changed.
Xiaomi credited Kenya Hara with designing the logo. In its announcement, the company identified Hara as a professor at Musashino Art University and president of the Nippon Design Center.
What “Alive” meant
Xiaomi described the refreshed corporate identity as “fusing organic philosophy with the design concept of ‘Alive.’” The company presented this as its design framing, not as evidence that the new identity produced a measured change in audience response.
In its Q1 investor presentation, Xiaomi said the new logo would allow more people to feel and recognize the company’s philosophy. The presentation placed the identity work alongside global brand promotion and premium-product promotion. These statements describe the company’s aims; the sources reviewed do not demonstrate a causal business or audience effect.
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Why did the change look limited?
Contemporary design coverage noted mockery and criticism focused on how little the visible logo appeared to change. That coverage is evidence of contemporary commentary, not a representative poll of public opinion.
A restrained visual change can preserve continuity with a familiar mark while refining its presentation. In Xiaomi’s case, the company described a softer outline and redesigned MI typography, while retaining orange as its corporate color. The available evidence establishes those design decisions and Xiaomi’s stated intentions, but does not measure their effect.
Timeline and claims about cost
Xiaomi announced the refreshed identity on March 30, 2021. Its 2021 interim report independently confirms the March unveiling: “In March 2021, we unveiled our upgraded brand identity including our new logo, setting forth on our new journey with a refreshed image as we embrace the next decade.” Read Xiaomi’s 2021 interim report.
The sources reviewed for this article do not establish how long the redesign took or what it cost. Claims about a specific duration or fee should therefore not be presented as confirmed facts.
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Typography and MiSans
Xiaomi’s launch announcement describes redesigned MI typography but does not name a font family. It does not establish that the 2021 wordmark used MiSans.
MiSans appears in Xiaomi’s later HyperOS font materials. That separate documentation is not evidence that MiSans was the typeface used for the 2021 corporate wordmark. See Xiaomi’s MiSans overview and font download and license information.
Color and brand direction
Xiaomi retained orange as its corporate color and said black and silver would be supplementary colors for high-end product applications. This describes the company’s intended color use; the sources reviewed do not establish measured effects on brand perception or product performance.
Xiaomi’s investor presentation connected the identity with global brand promotion and premium-product promotion. Its interim report likewise described the refreshed identity as the beginning of a new journey for the next decade. These are statements of corporate strategy and intent.
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A design case study: continuity and refinement
Xiaomi’s 2021 refresh illustrates how a company can alter parts of an identity while retaining its recognizable mark. The evidence supports comparing the old and refreshed treatments across a few points:
| Design aspect | What the evidence supports |
|---|---|
| Outline | The former squared outline was replaced with a softer, rounder contour. |
| Continuity | The familiar MI mark remained. |
| Typography | Xiaomi described redesigned MI typography but did not name a font family. |
| Color | Orange remained the corporate color, with black and silver described as supplementary colors for high-end applications. |
| Purpose | Xiaomi framed the refresh around “Alive” and its stated brand-building aims. |
For painters and visual designers, the transferable question is how a visual identity can change without losing continuity. Shape, typography and color can be considered together, while claims about audience or commercial impact require evidence beyond the design itself.
FAQ
When did Xiaomi announce its refreshed visual identity?
Xiaomi announced it on March 30, 2021. The company’s 2021 interim report also confirms that the identity was unveiled in March.
Did Xiaomi change its logo to a circle?
Xiaomi described a softer, rounder contour replacing the former squared outline. The launch materials do not call it a circle; the familiar MI mark remained.
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- ✅【Adjustable & Ergonomic】：This laptop stand can be adjusted to a comfortable height and angle according to your actual needs, letting you fix posture and reduce your neck fatigue, back pain and eye strain. Very comfortable for working in home, office and outdoor.
- ✅【Sturdy & Protective】 ：Made of sturdy metal, it can support up to 17.6 lbs (8kg) weight on top; With 2 rubber mats on the hook and anti-skid silicone pads on top & bottom, it can secure your laptop in place and maximum protect your device from scratches and sliding. Moreover, smooth edges will never hurt your hands.
- ✅【Heat Dissipation】 ：The top of the laptop stand is designed with multiple ventilation holes. The open design offers greater ventilation and more airflow to cool your laptop during operation other than it just lays flat on the table.
- ✅【Portable & Foldable】：The foldable design allows you to easily slip it in your backpack. Ideal for people who travel for business a lot.
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Who designed Xiaomi’s 2021 logo?
Xiaomi credited Kenya Hara with designing the logo.
Was MiSans the font introduced with Xiaomi’s 2021 logo?
The launch announcement describes redesigned MI typography but does not name a font family or identify it as MiSans. Xiaomi’s later MiSans materials do not establish that the font was used for the 2021 wordmark.
How much did Xiaomi’s redesign cost, and how long did it take?
The sources reviewed for this article do not establish the project’s cost or duration. Specific claims about either should be treated as unverified unless supported by reliable evidence.
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