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Xiaomi’s new logo is almost unrecognizable


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Screen_Shot_2021_03_30_at_12.51.31_PM.0. Xiaomi’s new logo (left) and old logo (right). | Image: Xiaomi / The Verge

No one in the world does corporate pomposity quite like tech firms, and Chinese mobile giant Xiaomi is no exception. The company announced its new foldable Mi Mix Fold today, but it also revealed a new logo, spending more than 20 minutes describing the process in which it turned its old square design into... a squircle. (Halfway between a square and a circle.)

Xiaomi says the new logo has a new “internal spirit,” too

In fairness to Xiaomi, the company is not blind to the fact its new logo is pretty similar in appearance to the old one. “Are you disappointed at this logo, that we just made our original logo rounder?” asked Xiaomi’s CEO Lei Jun, somewhat rhetorically. No worry, Lei explained, as the company “didn’t just change the shape...

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