Xiaomi has unveiled a brand new logo for its popular Redmi sub-brand in China. A bold step, you might think, but a closer look reveals a rather… underwhelming change.
The new logo, unveiled last week, is essentially the old one, but with all the letters in uppercase. That’s right, Xiaomi’s designers have spent countless hours and (presumably) a hefty sum of money to simply capitalize a few letters.
I can’t help but draw comparisons to Jaguar’s recent rebrand, which has been the subject of much ridicule online. While Jaguar’s new logo at least attempts to be sleek and modern, Xiaomi’s new Redmi logo is more akin to someone shouting “REDMI!” in all caps. At least there’s hope for more from Jaguar. “Patience, the art’s in the reveal,” the social media team said regarding the car-less ad.
This begs the question: Was this really necessary? Could Xiaomi not have found a more creative way to refresh their brand? Perhaps a new color scheme, a more distinctive font, or even a completely new logo?
While Xiaomi is known for its innovative products, it seems they’ve dropped the ball on this one. We can only hope that their next design venture will be a bit more inspired. Until then, we’ll be here, laughing at the irony of a company known for its tech prowess releasing such a lackluster logo.
Meanwhile, Xiaomi is set to equip its phones with Phone Drop Detection, a feature that helps catch your falling device in real time.
