Smartphone brand Xiaomi has announced that it's changing its branding for its premium range of devices which includes smartphones and TVs. The company has announced that its Mi series of devices will now have a new “Xiaomi” logo instead of the ‘Mi’ logo. It expects to unify its global brand presence and close the perception gap between the brand with the new logo.
There will be two distinct product series under the parent corporate brand-- Xiaomi and Redmi. While Redmi branded products will target the affordable segment, Xiaomi-branded devices will be premium. The naming convention — Xiaomi and Redmi — will also be applied across both brands' TV, Laptop, and IoT offerings.
"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,” said Jaskaran Singh Kapany, Head of Marketing, Xiaomi India.
Having said that, Xiaomi’s corporate branding will continue to be represented by the “Mi” logo. 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.