Xiaomi unveiled a new visual identity for its premium line of products on Monday.
The premium products of the “Mi” series are now being replaced by the new “Xiaomi” branding in order to unify the company’s global brand presence.
The company announced in a press release that with the introduction of the new brand identity there will be two unique product lines under the name of the parent company.
The “Mi” brand will be retained on the business or corporate side, which means stores and corporate offices will have the same orange logo as before.
Under the Mi branding, however, the product portfolio will shift to the prefix “Xiaomi” and a new logo (which is simply Xiaomi).
According to the Chinese technology company, Redmi branded products will continue to bear the same name and emblem.
“As a leading technology brand with a strong presence around the world, our goal is to have a uniform presence. With this new logo relocation, we want to close the perception gap between our brand and our products.”
“The new Xiaomi logo is used for our premium products, which represent the pinnacle of technology and offer a premium experience. At the beginning of the Christmas season, Xiaomi’s premium product line Mi will be renamed Xiaomi ‘, “” Jaskaran Singh Kapany, Head of Marketing, Xiaomi India, said in a statement.
The Xiaomi Mi 1, the first smartphone from the Mi brand, was released in August 2011, making the brand almost ten years old.
Over the years, the company has launched tablets, televisions, smart gadgets, audio accessories, and other products under the Mi brand.
According to a recent Counterpoint Research survey, Xiaomi ousted Samsung and Apple into the world’s leading smartphone brand for the first time in June.
Xiaomi’s sales rose 26% in June compared to the previous month, making it the fastest growing brand of the month.
(With contributions from agencies)
