The brand logo is the core of the company's cohesion, a handsome banner that will never fall in business competition, and an important part of establishing the company image and brand image. Therefore, Xiaomi is very cautious when launching the brand image upgrade plan. After careful selection, Lei Jun finally made a decision and adopted Kenya Hara's plan.

who is Kenya Hara? Born in Okayama Prefecture, Japan in 1958, he is the chief representative of Japan Design Center, artistic director of MUJI, professor of Musashino University of Fine Arts, and the most influential designer in Mesozoic Japan. He is the designer of the promotional brochure for the Nagano Winter Olympics. In this brochure, the characters are printed in a concave effect, as if people were stepping on the snow. This set of booklets pays attention to the sense of the senses and makes people immersive. After he took over Muji, he also carried forward the meaning of nothingness. He used the perspective of the horizon and the special angle to give people an ethereal feeling and created many classic works.

in Xiaomi's new logo, Kenya Hara extracted the great creation of "Alive" design concept from his decades of design experience. The new logo adopts a super-elliptical outline design, which is more pleasant and flexible visually. He also redesigned the "xiaomi" logo, and expressed respect for the original brand color of Xiaomi, and continued to use orange as the brand color of Xiaomi to continue to convey the young and endless surprise image. In some scientific and technological products, Kenya Hara has also added a logo designed with auxiliary colors of black and silver, highlighting the sense of fierceness.

Xiaomi has also designed a dynamic logo, which does not allow the logo to be fixed at the four corners of the product, but appears in a suitable position at random, echoing the design concept of "Alive".

the inventor of Xiaomi trademark should be the team of Xiaomi boss Lei Jun.