On the evening of the 30th, Lei Jun announced at a press conference that Xiaomi officially launched a new logo, which has been in preparation for three years. The topic of Xiaomi logo has been hot for several days. After the new logo was released, many netizens said that Lei Jun was fooled and suggested calling the police on the spot.
1. The meaning of Xiaomi’s new LOGO
Why does the change of a brand logo bring so much popularity? Because this logo, which took three years to create, was created by Japanese national treasure design master Kenya Hara and cost 2 million. The reason why it was ridiculed by netizens is that it does not seem to have changed much from the previous annotation, except that the four corners feel more rounded. But as a Japanese national treasure design master, it is definitely more than just a simple rounded corner. The changes Kenya Hara made to the LOGO are not just superficial, but also an improvement in the inner spiritual temperament. The core concept of the more advanced "life design" proposed by Kenza Hara is: to constantly move between environments and always maintain a state of balance and personality. However, the new LOGO is able to express it on different interfaces. Suit the dynamics of the current environment to achieve the best visual balance.
2. The current popular trend of logo design
In fact, we don’t understand many brand logo designs very well, but from the evolution of the LOGOs of some well-known brands, we can see that the brand logos Every upgrade and update is almost always to adapt to trends and the current environment. For example, LOGOs have become simple styles, and icons tend to be flat, using classic black and white (registering a black and white LOGO is called "unlimited color", which is more flexible in actual use and is not subject to color restrictions), or beautiful colors ( The designated color trademark applied for must be consistent in use), and sans-serif fonts. As aesthetics and fashion trends are constantly changing, and the Internet is developing rapidly, people's visual habits have changed. In addition to changes in some social platforms and network technology LOGOs, many physical corporate brands have also changed accordingly.
The design fee of 32 million yuan was exchanged for traffic far exceeding this value. Xiaomi’s new logo immediately appeared on the hot search list in China, with views exceeding 100 million times a day. This era is an era where traffic is paramount. This explosive spread across the entire network has also brought a lot of attention to Xiaomi's new project "car building". Therefore, Lei Jun’s live broadcast later attracted explosive attention. This wave of Xiaomi logo changes has achieved a publicity effect without investing any advertising fees. Everyone also knows why Xiaomi changed its LOGO, because it wants to develop new industries. Lei Jun posted three votes about cars on his personal Weibo, and later mentioned Xiaomi cars in the live broadcast. So the two million design fee is really worth it.