The Xiaomi logo features a bright orange square with rounded corners, containing a stylized white “MI” — short for “Mobile Internet” or “Mission Impossible,” as later explained by the company’s representatives to highlight its ambitious goals. The typography is minimalist with smooth, open shapes, emphasizing accessibility and technological approachability. In 2021, the emblem’s design was refreshed by Japanese designer Kenya Hara: while preserving the original geometry, the square was transformed into a “superellipse” with gentle curves. This update symbolized the brand’s transition into a more mature, global phase while keeping its recognizability and identity.
Xiaomi was founded in 2010 by Lei Jun and quickly grew from a startup into one of the world’s largest consumer electronics manufacturers. The company earned fame with affordable smartphones featuring strong specs, then expanded into a wide ecosystem of smart gadgets, TVs, home appliances, software, and cloud services. Since 2021, Xiaomi has been actively developing electric vehicles, launching its first model, the SU7, in 2024. The brand focuses on the mass market, emphasizing technology, innovation, and competitive pricing, securing its place among the world’s top 10 IT companies.
