Xiaomi India on Monday announced the rebrand of its premium product series from ‘Mi’ to ‘Xiaomi’. This decision is taken to unify the company’s global brand presence and close the perception gap between the brand.
Two distinct product series will continue to be available. The premium products are going to bear Xiaomi branding while budget devices will come with Redmi branding. The parent corporate brand will also continue to be represented by the “Mi” logo. The Mi logo has already been replaced in the recently launched Mi TV 5X series, Running Shoes and more.
“Our aim is to have a unified presence. With this new logo shift, we envision bridging the perception gap between our brand and products. The new Xiaomi logo will be used for our premium products,” said Jaskaran Singh Kapany, marketing head of Xiaomi India.
Jaskaran added that the rebranding exercise from Mi to Xiaomi will reflect on the company’s products like TVs, flagship phones, audio, laptops and other premium hardware categories that will be sold from this festive season. Poco, on the other hand, will mostly operate as a standalone company in itself.
Earlier this year the company had introduced some minor changes to its corporate logo. The previously squared logo got redesigned “Mi” typography and adopted a softer, rounder contour on the corners.