Xiaomi India, the country’s No. 1 smartphone and smart TV brand, today announced a refreshed visual identity for its premium range of products. With an aim to unify its global brand presence and close the perception gap between the brand, its premium “Mi” series products will now be replaced with the new “Xiaomi” logo.

With the new brand identity introduction, there will be two distinct product series under the parent corporate brand. The corporate brand will continue to be represented by the “Mi” logo. Continuing to convey the liveliness and youthfulness of Xiaomi, the company earlier this year had introduced some changes to its corporate logo, adopting a softer, rounder contour on the corners of the previously squared logo, along with a redesigned “Mi” typography.

Commenting on the announcement Jaskaran Singh Kapany, Head of Marketing, Xiaomi India, said, “As a consumer-centric brand, our focus has always been on bringing new and innovative technology across segments that cater to the consumers evolving needs. We have been receiving an excellent response for our premium product range from consumers and Xiaomi fans. According to CounterPoint in May 2021, Xiaomi India captured ~14% market share in the 20K-45K category. This empowered us to push the boundaries of technology and innovation further to elevate the consumer experience.