Explore the iconic Xiaomi logo – its design, history, and visual identity.
Key information about Xiaomi: origin, designer, industry, and logo introduction year.
| Website | mi.com |
| Country | China |
| Industry | Electronics |
| Logo Introduced | 2021 |
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The Xiaomi logo features white “MI” letterforms inside a vibrant orange (#ff6900) superellipse shape, redesigned in 2021 by Kenya Hara using a mathematical formula to achieve the perfect balance between square and circle.
Xiaomi’s logo presents the letters “MI” in bold white against a vibrant orange background, enclosed within a softly rounded shape known as a superellipse. The 2021 redesign by world-renowned Japanese designer Kenya Hara became one of the most discussed rebrands in technology history, not for dramatic visual change but for its mathematical precision. Hara’s team used the superellipse formula, settling on the parameter n=3 to create what they called the optimal balance between a square and a circle. The result is a shape that appears organically alive rather than rigidly geometric, embodying what Hara described as the concept of “Alive.”
The orange color remained unchanged from Xiaomi’s original branding, maintaining recognition across the billions of devices the company has sold. Orange conveys energy, youthfulness, and affordability, positioning Xiaomi as the accessible, vibrant alternative to premium brands using more restrained color palettes. The white “MI” lettering provides maximum contrast against the orange background, ensuring readability from smartphone backs to massive retail signage.
Founded in 2010 by Lei Jun with seven co-founders, Xiaomi disrupted the smartphone market by offering flagship-level specifications at mid-range prices. The company grew to become one of the world’s largest smartphone manufacturers, leading markets in China and India, while expanding into a vast ecosystem of consumer electronics including laptops, smart home devices, wearables, electric scooters, and, since 2021, electric vehicles. The consistent orange branding ties this diverse product portfolio into a unified identity.
Kenya Hara, a professor at Musashino Art University and president of the Nippon Design Center best known for his work with Muji, led the Xiaomi redesign that took approximately three years and reportedly cost two million yuan (around $300,000). The redesign was revealed on March 30, 2021 at Xiaomi’s Spring product conference. Social media erupted with both mockery and fascination, with many questioning whether any visible change had occurred. The adjustments were indeed subtle: refined corner radii using the superellipse formula, optimized proportions, and redesigned “MI” typography.
Xiaomi’s name combines the Mandarin words “xiao” (small or tiny) and “mi” (which can mean rice, representing an everyday staple, or mobile internet). Lei Jun chose the name to suggest accessible technology for everyone, like rice as a daily necessity. The company launched its first smartphone in 2011, quickly building a passionate online community through flash sales and enthusiast forums. By 2014, Xiaomi had become China’s largest smartphone brand.
The logo’s consistency since Xiaomi’s founding proved valuable as the company expanded into dozens of product categories. The recognizable orange square appears on everything from phones and laptops to air purifiers, electric scooters, and the Xiaomi SU7 electric car. The 2021 refinement coincided with Xiaomi’s push into premium markets and its announcement of electric vehicle ambitions, signaling the brand’s maturation from scrappy startup to serious global technology competitor.
The “MI” lettering uses bold, chunky sans-serif proportions designed for maximum legibility at small sizes on smartphone casings and app icons. The heavy strokes ensure clear readability against the orange background even on bright retail displays. The letterforms are geometric and condensed, fitting comfortably within the superellipse container. In the 2021 redesign, Kenya Hara also refined the typography alongside the container shape, though these changes were similarly subtle, focusing on proportional harmony rather than dramatic transformation.
Q: Why did Xiaomi pay $300,000 for such a subtle logo change? A: Kenya Hara’s redesign applied the mathematical superellipse formula (n=3) to achieve what he called the perfect balance between square and circle, embodying the concept of “Alive.” The three-year project refined proportions and typography with precision that designers appreciate, even if the changes appear minimal to casual observers.
Q: What does “Xiaomi” mean in Chinese? A: “Xiao” means small or tiny, while “mi” can represent either rice (symbolizing an everyday staple accessible to everyone) or mobile internet. The name suggests technology as essential and affordable as a grain of rice.
Q: Where is Xiaomi based? A: Xiaomi Corporation is headquartered in Beijing, China. Founded in 2010 by Lei Jun, the company has grown to become one of the world’s largest smartphone manufacturers with significant market share in China, India, and across Southeast Asia, Europe, and other global markets.
The Corporation, registered in Asia as Xiaomi Inc logo represents a electronics brand from China, designed in 2021. Learn more on the official Xiaomi website.
